Hotel Online  Special Report


 HSMAI Competes Development of Certification Programs for Individuals
in Both Hospitality Sales and Marketing and in Revenue Management
MCLEAN, VA (Oct. 31, 2006) – To provide professionals in the hospitality industry with the opportunity to prominently showcase and market their talents and expertise, the Hospitality Sales & Marketing Association International (HSMAI) has developed certification programs for individuals in both hospitality sales and marketing and in revenue management, adding to their prestigious Certified Hospitality Marketing Executive (CHME) designation.
“Achieving either of these prestigious designations demonstrates an individual’s high level of knowledge, experience, and ability,” states Fran Brasseux, executive vice president of HSMAI.  “A testimony to one’s credibility and know-how in a demanding and volatile business, certification status also increases a person’s value to employers, maximizes confidence, and improves the industry by raising performance standards, practices and ethics.”   
The certification process entails meeting minimum qualifications and taking an online examination.  In order to meet the criteria as a candidate, applicants must be currently and actively employed in the hospitality industry, including lodging, airlines, cruise lines, car rental companies, convention and visitors bureaus, and other related segments, such as vendors and suppliers.
CHSC (Certified in Hospitality Sales Competencies)
Those engaged in hospitality sales and marketing can achieve a CHSC (Certified in Hospitality Sales Competencies) certification, recognizing that one has demonstrated:
    • A high level of performance and knowledge.
    • A commitment to impeccable standards and ethics.
    • An understanding of what it takes to compete and succeed in the hospitality industry. 
    • Strong leadership ability and management skills.

    To be eligible for the CHSC, candidates must complete a pre-qualification application and then pass an examination.  For more details on qualifications and the application process, visit  
    With the assistance of the Hotel Directors of Sales & Marketing (HDOSM) Special Interest Group (SIG) Advisory Board, a comprehensive study guide and online examination has been developed and are available in both English and Spanish.  
    Showing tremendous support for the new program and demonstrating its forward-thinking business philosophy and willingness to invest in their management team, InterContinental Hotels Mexico has committed to certify their key hotel directors of sales and marketing through the process. 
    “We see the tremendous value in this in terms of a way to really differentiate our sales force, showcase their extreme level of professionalism, and provide them with the resources to rise even higher above the competition,” states Alejandro Watson, Director of Marketing & Sales-Mexico Region.

CRME (Certified Revenue Management Executive)
For those engaged in revenue management, HSMAI offers CRME, Certified Revenue Management Executive.  A CRME recognition demonstrates that one is:
    • A professional in the field of revenue management and clearly conversant with its intricacies and importance.
    • Competent to develop an infrastructure to support revenue management within the framework of an organization.
    • Able to maximize revenue opportunities and optimize profits by managing revenue.
    • Capable of making informed decisions to accept or reject pieces of business to meet overall organizational goals.
    • Proficient at the art and science of revenue management.

    The study guide that examination candidates will use is Defining Revenue Management: Top Line to Bottom Line, published by the HSMAI Foundation (free to candidates paying the application fee).  The special report published in 2006 was researched and written by Kathleen Cullen and Caryl Helsel, partners, Inspire Resources, a hospitality consulting firm, and developed with the help and advice of HSMAI’s Revenue Management Special Interest Group Advisory Board. 
    The HSMAI Revenue Management Certification Committee is made up of an impressive group of professionals:  Angel Vazquez, director of revenue management and E-commerce, Tecton Hospitality; Bonnie Buckhiester, president & CEO, Buckhiester Management USA Inc.; Elizabeth Cambra, corporate director of revenue optimization, Outrigger Enterprises Group; Geert Mol, senior RM consultant, Amadeus Hospitality Business Group; Jeff MacLennan, director of revenue management, Sunburst Hospitality Corp.; Jim Kasper, revenue manager, Stein Eriksen Lodge; Juston Parker, vice president, King Pin of revenue management, Aspire Marketing; Todd Arviso, senior corporate director of sales, pricing and revenue management, Accor North America; and Warren Jahn, graduate teaching associate, University of Tennessee-Knoxville.
    To find out more about obtaining a CRME designation, visit  

The cost of applying for each program is $75 for HSMAI members and $100 for non-members.  Members who meet the criteria for certification will pay $295 to take the examination; non-members pay $395.  For each re-examination, a non-refundable fee of $40 will be assessed.  
HSMAI is an organization of sales and marketing professionals representing all segments of the hospitality industry.  With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry, and bringing together customers and members at annual events.  Founded in 1927, HSMAI is an individual membership organization comprising nearly 7,000 members worldwide, with 36 chapters in the Americas Region.


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McLean, VA 22102
phone (703) 610-9024

Also See: The HSMAI Revenue Management Special Interest Group (SIG) Unites Sales and Marketing Professionals Engaged in the Revenue Management Field / October 2006
Revenue Management: Too Tactical and Not Strategic Enough; Highlights from HSMAI's Revenue Management Strategy Conference / June 2005


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