HSMAI

What HSMAI does

HSMAI (Hospitality Sales and Marketing Association International) is a global nonprofit professional membership association founded in 1927 and headquartered in McLean, Virginia. It serves hospitality sales, marketing, and revenue optimization professionals, with a stated membership exceeding 5,000 across 40 chapters in the Americas and additional regional entities in Europe, Asia Pacific, and the Middle East. The organization is led by President and CEO Brian Hicks, who succeeded long-tenured leader Bob Gilbert in 2024, and the HSMAI Foundation (a 501c3 established in 1983) is chaired by Amanda G. Voss.

The association's product portfolio centers on four pillars: (1) signature conferences including the Commercial Strategy Conference (1,000+ attendees), the Mike Leven Leadership Conference (~800 attendees), and the Adrian Awards Celebration (500+ leaders, now in its 69th year); (2) the Certified Hospitality Digital Marketer (CHDM) credential with 1,377 holders across 46 countries; (3) the HSMAI Insights content platform organized around Fuel Sales, Inspire Marketing, and Optimize Revenue tracks; and (4) talent development through the Foundation's Rising Leader Councils, scholarships (including the Mike Dimond Student Career Success Scholarship), and the annual State of Talent Report. The organization also operates special interest groups (Contact Center SIG), executive forums (Curate, Sales Executive Roundtables), and a Global Collegiate Case Competition.

Revenue is generated through individual and organizational membership dues, conference and event registration fees, certification fees, and sponsorships — notably a two-year Platinum Sponsorship and Data Insights Partnership with TrustYou spanning both HSMAI Europe and Asia Pacific. Distribution is anchored by a regional chapter network and a multi-year rotating conference footprint (San Antonio 2026, Orlando 2027, Denver 2028, Charlotte 2029, plus London, Singapore, Dubai, and São Paulo regional events). The association has no parent company, no disclosed funding rounds, and no equity ownership, consistent with its nonprofit membership-based structure.

Name

HSMAI

Legal name

Hospitality Sales & Marketing Association International

Website

https://hsmai.org

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

11–50 employees

Short description

HSMAI is a global nonprofit membership association founded in 1927 that serves hospitality sales, marketing, and revenue optimization professionals through conferences, certifications, awards, and education across 40-plus chapters in the Americas, Europe, Asia Pacific, and the Middle East.

Ownership category

akta.pro rank

Headquarters

HQ city

Mclean

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership Dues: HSMAI operates as a membership organization with dues from individual and organizational members across regional chapters. Members receive access to insights, certification programs, events, and networking.
2. Conference and Event Registration: Revenue generated from registration fees for Commercial Strategy Conference, Adrian Awards Celebration, Curate forums, and regional chapter events.
3. Certification Programs: Revenue from Certified Hospitality Digital Marketer (CHDM) certification and related educational materials. Currently 1,377 CHDMs in 46 countries.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

HSMAI is a membership-based professional association that sells individual and organizational memberships to hospitality industry professionals, along with paid registration to its flagship events (Commercial Strategy Conference, Adrian Awards, Mike Leven Leadership Conference, Curate Executive Insights Forum), professional certification (Certified Hospitality Digital Marketer - CHDM), educational content, and talent development programs delivered through its affiliated HSMAI Foundation. The association serves sales, marketing, and revenue optimization professionals across 40+ chapters in the Americas, Europe, Asia Pacific, and Middle East.

Product overview

HSMAI (Hospitality Sales and Marketing Association International) is a membership-based industry association, not a software product company. Its portfolio consists of conferences and events (Commercial Strategy Conference, Mike Leven Leadership Conference), awards programs (Adrian Awards, Top 25 Extraordinary Minds), professional certifications (Certified Hospitality Digital Marketer - CHDM), educational content (HSMAI Insights with Fuel Sales/Inspire Marketing/Optimize Revenue tracks), talent development programs (Rising Leader Councils, scholarships, Foundation initiatives), special interest groups (Contact Center SIG), and research publications (State of Talent Report). These offerings are coordinated through regional chapters (Americas, Europe, Asia Pacific, Middle East) and serve over 5,000 members worldwide with 40 chapters in the Americas.

Differentiator

Problem solved

Functional benefit

Products and services

• HSMAI Commercial Strategy Conference HSMAI's flagship annual conference program reflecting the convergence of marketing, revenue optimization, sales, and distribution into commercial strategy organizations. Features pre- and post-conference workshops, trainings, and roundtables for commercial professionals, with rotating locations including San Antonio (2026), Orlando (2027), and Denver (2028).
• Adrian Awards Largest and most prestigious competition in global travel marketing, now in its 69th year, recognizing excellence across advertising, digital marketing, PR campaigns, and integrated marketing across 30 categories. Held annually at the New York Marriott Marquis with 500+ industry leaders.
• Certified Hospitality Digital Marketer (CHDM) Globally recognized certification for hospitality marketing professionals. The 7th edition study guide 'Hospitality Digital Marketing Essentials' covers digital marketing, AI applications, and cross-functional commercial strategy. Currently has 1,377 CHDMs in 46 countries.
• HSMAI Insights Content hub providing articles, conference presentations, white papers, case studies, research, and best practices from HSMAI events and industry experts. Includes Fuel Sales, Inspire Marketing, and Optimize Revenue content tracks, plus Pineapple Search for hospitality industry search.
• HSMAI Foundation 501c3 organization serving as the research and educational arm of HSMAI, focused on attracting new talent, developing emerging talent, and engaging existing talent in sales, marketing, and revenue optimization across Attract, Develop, and Engage pillars.
• Rising Leader Councils Programs recognizing top sales, marketing, and revenue performers in the under-30 age demographic, including Rising Sales Leader Council, Rising Marketing Leader Council, and Rising Revenue Optimization Leader Council.
• HSMAI Mike Leven Leadership Conference Annual leadership conference featuring programming on revenue management, AI integration, and labor automation in the hotel industry, with cross-sector knowledge transfer between hotels and cruise lines.
• Contact Center Special Interest Group (SIG) HSMAI special interest group focused on contact center benchmarking, best practices, and networking for hospitality professionals in reservations, service, loyalty, and guest experience.
• HSMAI Curate Executive Insights Forum Exclusive organizational-members-only forum for deep peer engagement across hospitality sales, marketing, revenue optimization, and distribution disciplines.
• Sales Executive Roundtables Annual by-invitation forum for executives from ownership groups specializing in commercial roles, featuring discussions on legal trends, AI, contracts, and risk management.
• Global Collegiate Case Competition Cross-institution platform for future hospitality leaders to showcase professional excellence in commercial strategy, with undergraduate and graduate tracks and awards for winning teams.
• Top 25 Extraordinary Minds Awards Annual recognition of industry leaders for innovative, results-driven initiatives in hospitality sales, marketing, and revenue optimization over the past 18 months.
• Mike Dimond Student Career Success Scholarship Scholarship program offering hospitality students $2,000 scholarships, complimentary conference registration, and mentorship with an industry leader. Three recipients awarded annually demonstrating interest in commercial disciplines.

Quantifiable outcome

• 1,377 CHDMs certified globally in 46 countries
• +2 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Partnerships

Nine partnerships are on record, tiered core and flagship.

• Keith Butler (Radisson Hotel Group)coreOthers · 1 April 2026Keith Butler of Radisson Hotel Group appointed as Chair of HSMAI Europe UK Advisory Board for two-year term. Board established to strengthen UK hospitality networking, professional development, and community building through local initiatives, roundtables, and market-specific activities.
• Chaitanya Soni (Accor)coreOthers · 1 April 2026Chaitanya Soni of Accor serves as initial member of HSMAI Europe UK Advisory Board representing sales, marketing, revenue, operations, and general management disciplines.
• Peter Heath (Venue Performance)coreOthers · 1 April 2026Peter Heath of Venue Performance serves as initial member of HSMAI Europe UK Advisory Board bringing venue and performance expertise to UK hospitality community initiatives.
• TrustYouflagshipStrategic or Co-development Partner · 1 March 2026HSMAI Europe AI Advisory Board chaired by Benjamin Jost, Founder and CEO of TrustYou. Pan-European initiative guiding hospitality businesses in responsible AI adoption and integration. Board provides practical insights on AI applications ranging from dynamic pricing and personalized marketing to AI-driven chatbots and predictive analytics.
• TrustYoucoreStrategic or Co-development Partner · 1 January 2026TrustYou serves as Platinum Sponsor and Data Insights Partner for HSMAI Asia Pacific, providing AI-powered guest intelligence and data for operational decision-making and revenue growth. Partnership includes educational platforms, networking events, conferences, and co-branded data releases across the Asia-Pacific region.
• TrustYoucoreStrategic or Co-development Partner · 1 January 2026Two-year partnership (2026-2027) with HSMAI Europe appointing TrustYou as Platinum Sponsor and Data Insights Partner for HSMAI Europe's Commercial Strategy Conference and broader industry programs. Collaboration provides data-driven insights, educational programming, and co-branded data releases including TrustYou's participation as sponsor at January 2026 flagship conference in London.
• Tourism Diversity MatterscoreStrategic or Co-development PartnerHSMAI Foundation partnership with Tourism Diversity Matters serving as diversity resource that educates, advocates, engages, and empowers tourism and events industry in collaboration with all other industry initiatives.
• Corporate Talent PartnerscoreStrategic or Co-development PartnerHSMAI Foundation's Corporate Talent Partner Program supporting talent attraction, development, and engagement initiatives. Donors include major hospitality organizations and individuals at various contribution levels from $500 Ambassador to $50,000+ Leader tier.
• HSMAI Foundation Board of Directors and Executive CommitteeflagshipOthersAmanda G. Voss serves as 2026 Chair leading Foundation initiatives to expand certification programs, talent research, and workforce development across Attract, Develop, and Engage pillars including new academic partnerships and scholarships.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• American Hotel & Lodging Association (AHLA): AHLA is the primary US trade association for the hotel and lodging industry, providing advocacy, education, and certification. It is the most direct peer to HSMAI, although it focuses more on policy/advocacy versus HSMAI's commercial-strategy focus.
• Hospitality Financial and Technology Professionals (HFTP): HFTP is a professional association serving hospitality finance and technology professionals with certifications, events (HITEC), and industry awards. Directly comparable to HSMAI given overlapping hospitality association model and recently awarded HSMAI's former CEO.
• PCMA (Professional Convention Management Association): PCMA is a global membership association for the business events industry, offering education, certification (CMP), and major industry events. Comparable as a parallel professional association serving the meetings/events ecosystem that overlaps with HSMAI's hotel commercial audience.
• MPI (Meeting Professionals International): MPI is a global association for meeting and event professionals with education, certification, and chapter network. Similar member-based, chapter-driven, certification-anchored model to HSMAI, serving an adjacent segment of the hospitality/commercial workforce.
• GBTA (Global Business Travel Association): GBTA is the world's largest business travel association, providing education, events, and research to corporate travel buyers and suppliers. Highly comparable as a global membership association with conferences, certification, and a corporate-membership revenue model.
• SITE (Society of Incentive & Travel Executives): SITE is an international association for the incentive travel industry, providing education, certification (CITE), and global events. Directly comparable as a niche-but-global hospitality-adjacent professional association with similar revenue mix.
• Destinations International: Destinations International is a trade association for destination marketing organizations (DMOs), offering certification (CDME), advocacy, and industry events. Comparable association structure and member base in the destination/hospitality ecosystem.

Emerging players

• HEDNA (Hotel Electronic Distribution Network Association): HEDNA is a global industry association focused on hospitality distribution, technology, and commercial strategy. Smaller in scale than HSMAI but addresses overlapping commercial/distribution topics for hoteliers.

Others

• Skift: Skift is a media, research, and events company covering the travel industry. It is adjacent rather than directly competitive, but competes for the same audience's attention via research reports, newsletters, and Skift Forum events.

Broad incumbents

• ASAE (American Society of Association Executives): ASAE is the umbrella association for the US association industry, providing research, credentialing (CAE), and industry best practices. Comparable as a peer association but at a meta-level, governing association professionals rather than hospitality specifically.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hsmai
• Facebookfacebook.com/hsmai

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HSMAI