The Hospitality Sales and Marketing Association International wrapped its 2026 Commercial Strategy Conference earlier this month in San Antonio, drawing more than 1,000 hospitality professionals for two days of education and networking.
Held June 16–17 at the Henry B. González Convention Center alongside HITEC, the event convened leaders across marketing, revenue optimization, sales and distribution to discuss the trends shaping hospitality’s commercial strategy.
Programming included keynote presentations, breakout sessions and workshops focused on the growing convergence of commercial disciplines and how integrated strategies can drive stronger performance and profitability.
“This year’s Commercial Strategy Conference highlighted the power of bringing hospitality’s commercial disciplines together around a shared strategy,” Brian Hicks, president and CEO of HSMAI, said in a statement. He pointed to advances in AI and evolving guest expectations as key forces influencing decision-making across the industry.
Key topics throughout the conference included the rise of unified commercial organizations—where sales, marketing, revenue management and technology operate as a single function—and AI’s transition from experimentation to practical application with measurable impact.
Sessions also addressed shifting talent needs as commercial roles become more data- and technology-driven, as well as the industry’s continued focus on total commercial profitability and global market alignment.
The event featured keynote sessions such as “Change Mindset: Change. Simply. Do It.,” “From Occupancy to Obsession: What Hotels Can Learn from Fan Culture,” and “New Realities Ahead: Navigating North America’s Economic and Geopolitical Crosswinds.”
A partner showcase connected attendees with technology and service providers offering solutions aimed at driving revenue growth and operational efficiency.
The 2027 HSMAI Commercial Strategy Conference will take place June 29-30, in Orlando.