2:30 PM14:30



The HSMAI Seattle Board of Directors are hosting their annual membership mixer for members and non-members to network, socialize and learn the many benefits of HSMAI membership. There is no cost for members to attend the event. Non-member tickets are available for just $20. The HSMAI board will be there to network and answer questions.

We are trying a new venue, Shug's in the heart of Pike Place Market. Featuring house-made syrups, sauces and toppings, Lopez Island Creamery small-batch and independent Ice Cream, Organic Coffee, Beer, Wine & Ice Cream Cocktails--Shug's has something for everyone. 

We'll be passing out 1 drink ticket for the following drinks: Prosecco Float, Not Your Father's Root Beer Float, Wine and Beer. There's a cash bar if you'd like to purchase more drinks :-)

Snacks will also be provided.

Share this event on Facebook and Twitter. We hope you can make it!


HSMAI Seattle Chapter

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Seattle Travel Talks 2017
3:00 PM15:00

Seattle Travel Talks 2017


HSMAI Seattle and The Edgewater Hotel Present...

Seattle Travel Talks 2017

Join us November 30th for our most popular event of the year, the Third Annual Seattle Travel Talks, a TED Style event, where speakers have 20 minutes to give the most meaningful and impactful information possible!

We’ve lined up influential travel partners to discuss topics and trends to help navigate into 2018!  Then join us for networking and cocktails to celebrate a great year with HSMAI!

  • 3:00 - 3:30 - Event Check-In
  • 3:30 - 5:30 - Seattle Travel Talks
  • 5:30 - 7:00 - Networking, cocktails and prizes!

 2017 Announced Speakers


Patrick Smyton
Senior Director of Convention Strategy

Visit Seattle One of our most popular past speakers is returning this year to offer critical insight on trends for 2018 2018.  Patrick joined Visit Seattle in 2014 and represents both Visit Seattle and the Washington State Convention Center (WSCC). In this role, Patrick works to maximize bookings in the city and interacts with the sales teams to ensure proper meeting space utilization and room night production for the nearby hotel community.

Prior to joining Visit Seattle, Patrick spent 9 years with MGM Resorts International in Las Vegas. During his tenure, he held positions in Financial Planning and Analysis with MGM Grand Hotel and in Revenue Management. 


Ron Peck
Director of Tourism Development - Port of Seattle

Bringing almost four decades of experience to his role at the Port of Seattle, Ron will be sharing insights in the growth of the cruise industry in Seattle, the Pacific Northwest and Alaska as well as an outlook for the future.  

Ron has built an impressive resume as an expert in PNW tourism spending 19 years with Alaska Airlines in Senior Marketing Roles.  He then progressed into the cruise industry as the Director of Marketing for Princess Cruises.  As President of the Alaska Travel Industry Association for Ron consulted with members and assisted them with understanding the best strategies for marketing their tour products and growing their companies.   


Rachael Brister
LGBT Strategist – GreenRubino

Touted in the Puget Sound Business Journal as “GreenRubino’s new LGBT strategist, offering advice for companies to target this $884B market”, we are excited to partner with Rachael Brister for this year’s program.  Steeped in all aspects of organizational management—including strategic planning, marketing, budgeting and fundraising—Rachael understands how to help organizations accomplish their marketing goals. And having devoted nearly 20 years to working and volunteering in the LGBT community, Rachael brings a deep cultural understanding of this distinct marketing segment. 

GreenRubino is an integrated creative and marketing agency and one of the only integrated agencies in the country with a dedicated LGBT division. Before GreenRubino, Rachael was the VP of Marketing for the Greater Seattle Business Association (GSBA), where she oversaw all marketing and communication strategies, messaging and brand care for this million-dollar organization—the largest LGBT chamber of commerce in the country.


Justin Taillon
Professor Hospitality & Tourism Management – Highline College

Beginning is 17+ year tenure in the hospitality industry in operations before moving into academia, Justin has been a devoted partner with HSMAI Seattle.  In the past two years he has promoted student involvement with our chapter bringing together students and potential future employers as well as beginning the initial stages of building a student chapter. 

Justin brings one of his popular topics to Travel Talks this year…Negotiations.  Faulty feedback from our negotiation partners often leads to our own false sense of security in our negotiation skills.  When driving off the car lot the salesman never says “We overcharged you!” Instead we are given positive feedback such as “Wow, you’re a tough negotiator!”  Positive feedback is one of many successful negotiation tactics that can also over-inflate our own sense confidence when it is used against us.  Justin’s session will provide a negotiation toolbox for more effective negotiations at work, home, and even in rush-hour traffic!

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3:30 PM15:30

2018 Lodging Outlook & Philanthropy Event sponsored by Travelclick



Just in time for 2018 budget planning, join us for an afternoon with industry expert John Hach as he discusses future trends and best ways to navigate through the uncertainty of changing reservation pace, renewed concern of geo-political risk and potential disruption to international tourism in Seattle.

Jamie Clement will follow up by offering successful tactics for leveraging digital campaigns for increased results. 

REGISTRATION: 3:30 - 4:00 PM
PRESENTATION: 4:00 - 5:30 PM

 John Hach, Senior Industry Analyst at TravelClick

John Hach, Senior Industry Analyst at TravelClick

 Jamie Clement, Senior Director, Digital Field Marketing at TravelClick

Jamie Clement, Senior Director, Digital Field Marketing at TravelClick



The Seattle Chapter of HSMAI is proud to support ROOTS Young Adult Shelter. ROOTS Young Adult Shelter builds community and fosters dignity through access to essential services and a safe place to sleep for young adults experiencing homelessness.

At our August 24th event, we will be collecting donations of sundry items that are vital to those in need. Bring donations with you to the event and receive a raffle ticket to win great prizes. 


  • Body Wash
  • Shampoo & Conditioner
  • Razors
  • Body Lotion
  • Toothpaste
  • (Please no bar soap or sanitary items)

Want to make a larger contribution? We are also soliciting hotels with surplus sundry items that are able to donate to this valuable Seattle-based cause. To receive a formal procurement letter and arrange pickup, please contact Jenny Moore at


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Meet the Challenge: Lodging Optimization Session
2:30 PM14:30

Meet the Challenge: Lodging Optimization Session

We are bringing back our largest annual event, pulling together industry leaders with up-to-date tricks and trends to optimize our Revenue and Marketing Strategy. 


Path to Purchase: From Data Insights to Successful Marketing Campaigns

by Erica  Eyring
Director, North America at Expedia Media Solutions

Keynote: Pricing - Don't be the victim of your weakest competitor. Pricing tricks to meet your goals.

by Trevor Stuart Hill, ISHC
President, Revenue Matters


2:30pm - Registration
3:00pm - 5:00pm - Program
Reception to follow

A huge thank you to The Guestbook for sponsoring and presenting at this event!


With a presentation by KAVITA PATEL & MICHAEL MAHER from Ideas

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8:00 AM08:00

HSMAI Sales Breakfast: Think Like a Planner, Book Groups Like a Boss

 Meeting industry writer Junvi Ola

Meeting industry writer Junvi Ola


Meetings industry writer and speaker Junvi Ola worked with meeting planners around the country to compile an interactive presentation on how to win their events. Learn how some venues miss the mark and how some brilliantly secure their contracts year-after-year.

Join us for an interactive presentation. Discover firsthand insight and smart sales tactics that will impact your future sales efforts. 



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 HSMAI Seattle Annual Travel Talks
3:15 PM15:15

HSMAI Seattle Annual Travel Talks

HSMAI Seattle and Seattle Space Needle Present...

Seattle Travel Talks 2016

Join us November 9th for one of our most popular events of the year, Seattle Travel Talks.  A TED Style event, with speakers who have 20 minutes to give the most meaningful and impactful information possible!

We are creating a speaker lineup from influential travel companies to discuss topics and trends to help hoteliers and travel partners navigate into next year!  We are proud to be sponsored by the Seattle Space Needle, as our attendees will get to enjoy one of our city's most spectacular venues.

  • 2:45 - 3:15 - Event Check In
  • 3:15 - 5:00 - Seattle Travel Talks
  • 5:00 - 6:00 - Networking, cocktails and prizes!
  • 5:45 - Attendees are welcome to go to the observation deck to enjoy the view!

2016 Announced Speakers:


Patrick Smyton - Senior Director of Convention Strategy-Visit Seattle

Patrick relocated to Seattle in May 2014 to join Visit Seattle representing both Visit Seattle and the Washington State Convention Center (WSCC). In this role, Patrick works to maximize bookings in the city of Seattle and the WSCC. He interacts with the sales teams at both Visit Seattle and WSCC to ensure proper meeting space utilization and room night production for the nearby hotel community. Patrick also works with key hotel leadership to ensure strategic alignment.

Prior to joining Visit Seattle, Patrick spent 9 years with MGM Resorts International in Las Vegas. During his tenure, he held positions in Financial Planning and Analysis with MGM Grand Hotel and in Revenue Management. Patrick is originally from Buffalo, NY and graduated with a BS in Hotel & Resort Management from Rochester Institute of Technology.


James Seidman - Account Executive - Google 

A Dartmouth graduate, James has built a career at Google starting in the San Francisco Bay area prior to relocating to Seattle in 2009.  Specializing in sales and marketing accounts management, James has been a stellar and vital resource in Google's Search Engine Marketing Success.  In his current role he provides expert business strategy guidance and oversight to multinational partners.  He has been noted for his strategic thinking, relationship building and mentorship to fellow employees.  

James will bring his expertise on the mobile travel platform, specifically "Travel Micro-Moments" to our event.   At our networking event you can corner James on any number of his favorite topics including travel, politics, craft beer and his favorite place to grab dim sum.  

Joseph Carino - VP Global Hotel Partner Network - CCRA

With a background in the hospitality industry spanning nearly two decades with emphasis on strategic planning, process implementation and program development, Joe Carino brings a unique perspective to Travel Talks.  He is recognized for his team building, mentoring and motivational abilities which drove much of the success for companies including: Amadeus, CARINO Hotel Group, Preferred Hotel Group, and Worldhotels.

The CCRA Travel Commerce Network is a global solutions provider in the Travel Industry bringing together professional travel agencies and suppliers around the world via marketing and technology.  As the VP of Global Hotel Partner Network, Joe will offer insight into the trends surrounding travel agencies and the shifting landscape of travel.  



Dave Stockert- Director of National Accounts- Holland America

Dave Stockert has worked for Holland America Line since January, 1983. He began his career with Holland America Line as district sales manager in the Mid-Atlantic region of the U.S. He was promoted to the headquarters office in Seattle in 1985 and has worked there since. He was named Holland America Line's Employee of the Year in 1994.With more than 29 years of cruise industry experience, Stockert has conducted numerous seminars and workshops for national organizations such as ASTA, NACTA, AAA, Cruise One, and Cruise Planners.

Stockert is the author of "The Idea Machine", a popular book designed to help travel agents sell cruises. In October 2003 Stockert was named educator of the year by Travel Trade Publications. In September 2007 Stockert received a lifetime achievement award from ASTA.


Parking at the Space Needle is limited and no special valet pricing is provided.  If you are based downtown, please consider alternative forms of transportation such as the monorail, carpool, taxi or Uber.  

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3:00 PM15:00


Leveraging the Power of Online Reputation Management

Presented by TripAdvisor

Followed by an Interactive Vendor Showcase!

 Join HSMAI Seattle at the W Hotel on August 11th for a session with TripAdvisor where you'll gain useful tips about utilizing reputation management to your advantage.  Then join us for an interactive Vendor Showcase to meet and mingle with Sales, Marketing and Distribution partners that can help with solutions for growing revenue in the future.  

Learn...Find Solutions...Network...Have Fun...Support Your Seattle Hospitality Community


2:45 - 3:15 pm Registration

3:15 pm Keynote by Matthew Bryant from TripAdvisor:  Leveraging the Power of Online Reputation Management


4:00 - 6:00 pm Reception and Vendor Showcase!  Meet partners, network with peers, munch on goodies and cocktails and earn chances to win great prizes including Amazon gift cards, I-Watch, Alaska Airlines vouchers and more!  (Must be present to win.) 

We are excited to partner with these exceptional vendors for this year's showcase:, Stash Rewards, Priceline, Expedia,,,, Hotwire, Four Winds Interactive, Rainmaker,, Hotel Tonight, Expedia Media Solutions, and More...

 Reserve your Early Bird Tickets before pricing goes up on August 1st! 

Share this event on Facebook and Twitter

We hope you can make it!

HSMAI Seattle Chapter

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to Jun 23

Revenue Optimization Conference (ROC)

  • Ernest N. Morial Convention Center (map)
  • Google Calendar ICS

To be successful in hotels today, a revenue management leader must master many roles:  analyst, strategist, tactician, communicator, thought leader, team builder, data advocate, distribution specialist, digital marketer, and more.

The 2016 Revenue Optimization Conference will deliver the insights and expertise you need to develop these skills and talents in yourself and your team while maintaining a focus on the core of the profession:  Optimizing Revenue.

For thirteen years, HSMAI’s Revenue Optimization Conference (ROC) has been the place where hotel revenue leaders unite for education, collaboration and innovation. Annually, this conference delivers the most compelling and comprehensive revenue management event for the hotel industry, and convenes more than 500 key stakeholders to address the most critical trends affecting revenue management in hotels today. With powerful educational and networking opportunities, this is the can’t-miss conference of the year for learning and engagement.

Attend this event if you are responsible for leading revenue optimization and pricing for a brand, management company, ownership group, hotel, or resort.  ROC is also of interest to partner companies serving the revenue management industry, including consultants, technology vendors and companies providing products and services in revenue management, execution, and reporting.

The conference is organized by HSMAI’s Revenue Management Advisory Board.

What's New in 2016

ROC will be on Wednesday (not Monday as has been the tradition)

The move to Wednesday not only gives your Sunday back to you, but allows HSMAI to offer several pre-ROC programs to increase your education and networking opportunities.

Tuesday is filled with opportunities to learn and network

  • 3 afternoon workshops to choose from (included in your ROC registration)
  • Community service project to benefit our host city while giving you the chance to connect with other attendees (included in your ROC registration)
  • 2-hour session of research presentations from faculty on emerging issues in RM and Marketing(included in your ROC registration)
  • CRME Review Course & Exam (separate fee required)
  • CHDM Review Course & Exam (separate fee required)

Fifteen breakout session organized in 3 tracks

Three options will be offered during each block of breakout sessions and will be organized into Leadership, Distribution, and Best Practices tracks.

Access to HITEC exhibit hall…and general sessions

For qualified ROC registrants, HITEC will provide one complimentary, non-transferable registration which entitles the recipient to three days of the exposition, access to exhibitor tutorials, TechTalks, and the HITEC keynote sessions. Comp registrations are only available to qualified hotel buyers and cannot be used by suppliers or vendors, consultants, nor personnel, dealers, distributors, subsidiaries, investors, partners/associates or family members of exhibiting companies.

Thom Singer will be the ROC emcee and “conference catalyst

Thom will be the catalyst for helping attendees make meaningful connections at ROC though his unique approach to getting people to engage more and maximize their experience.

Awards Ceremony

The new awards ceremony immediately following lunch will shine the spotlight on the incredible talent and accomplishments of revenue management leaders.  We will honor the Vanguard Award honoree for lifetime achievement in revenue management, the Revenue Management Professionals of the Year, and the Certified Revenue Management Executives (CRMEs) in attendance.

Opportunity to Engage Online Before, During, and After ROC

The new online community will be a place to stay in touch with fellow conference attendees through the year and take part in discussions around conference topics. More information will be available on this within 3 weeks of the start of ROC.

New Orleans!

For the first time, ROC will be in the Big Easy – a beautiful centuries old city with a vibrant music scene, incredible cuisine, and invigorating culture.

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3:30 PM15:30



Digital Media and Mobile are evolving at a rapid pace as travelers want more customized experiences available to them in the palm of their hands.  

Join HSMAI Seattle on Monday, May 16th at Hotel 1000 for an afternoon of learning, networking, fun and prizes!  

Our partners at Utrip and Cendyn/ONE will tackle the subject of dynamic digital marketing trends and how hotel Marketers and Revenue Managers can boost business through digital platforms.  

Afterwards, join us for a beer and wine hour to network with HSMAI members and industry colleagues and get some one-on-one time with our speakers.


Gilad Berenstein - CEO of UTrip

Understanding Travel Psychology and Embracing Personalization: The Future of Business is Personal

 In 2010, Gilad began planning a dream vacation to Europe, and spent untold hours researching his trip. He had an epiphany—there had to be a better way to plan the perfect trip. Upon returning to Seattle, Gilad vowed to make his vision a reality and founded Utrip.  Join him in the traveler journey and learn how customizing the booking experience will lead to more conversion.  

Gilad’s background includes leadership positions in business development (Watch2Help and GB Consulting), financial and asset management (PricewaterhouseCoopers and Harris Allison Buxbaum Group), and entrepreneurship (Seattle Alumni Club). He holds a BA in Business Administration, Accounting and Finance and a Masters in Taxation from the University of Washington.

Olga Peddie - Vice President of Client Strategy & Success at Cendyn/ONE

Olga currently serves as VP of Client Strategy & Success at Cendyn/ONE and has held this position since July 2013. She is responsible for developing and managing digital marketing and CRM strategy, as well as managing relationships with Cendyn/ONE clients.

Prior, Olga has served as Vice President of Marketing for Envisia, a Digital Marketing agency. Additionally, Olga has spent numerous years in senior lever roles at Zimmerman Advertising in Fort Lauderdale, FL and Gotham Direct in NYC, leading digital strategy and execution for major hospitality, retail, QSR/fast food services and fashion brands. 

Olga speaks 4 languages and completed her undergraduate work at University of Central Florida, and has a graduate degree in business management and marketing from Nova Southeastern University.

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HSMAI's ROCET Coming to Seattle!
10:00 AM10:00

HSMAI's ROCET Coming to Seattle!

HSMAI’s ROCET – Revenue Optimization Continuing Education & Training – Fuel your revenue management future with this fast-paced one-day program from HSMAI, producer of the annual industry-leading Revenue Optimization Conference (ROC). Coming to Seattle, San Francisco, and Los Angeles this Spring, ROCET will deliver tactical, strategic, and leadership insights for hotel revenue managers.

ROCET Spring 2016 Series


10:00 – 10:10 am ♦  Welcome

10:10 – 10:55 am ♦ Trends in the Market

Christopher Crenshaw, CRME, Vice President, Strategic Development, STR

A discussion of the economic trends that will impact hotel performance locally and beyond over the next 18 months. Our thought leaders will deliver expert insight, analysis, and practitioner-friendly perspectives on what the future may hold for the hospitality business, what the next economic game changer will likely be, and what you can do to manage it all.

10:55 – 11:40 am ♦ A Tactical Perspective:  Forecast Accuracy

Bonnie Buckhiester, ISHC, President & CEO, Buckhiester Management, and member of HSMAI's Revenue Management Advisory Board

Not only is a forecast a prediction of potential and outcomes, but a valuable tool to set strategies and tactics to improve on the expected results. Forecast accuracy is the key to optimal sell strategies and now, more often than not, a revenue manager’s incentive bonus depends partly on their ability to forecast accurately.  But the metrics that help the Controller or GM are surprisingly not the metrics that help the revenue manager do a better job.  In this session we’ll drill down into disaggregated forecast accuracy analysis and illustrate how this valuable data can significantly improve your overall revenue management effort.

What steps can you take to positively impact results?

11:40 am – 12:40 pm ♦ Break & Lunch

12:40 – 1:30 pm ♦ Bridging the Tactical and Strategic:  Reputation Management

1:30 – 2:30 pm ♦ A Strategic Perspective:  Total Revenue Management

Bonnie Buckhiester

Managing room inventory and pricing is still the primary role for revenue management practitioners but by analyzing total profit contributions across multiple revenues streams, revenue management professionals can move property performance to the next level.

In this session, you’ll learn best practices in transcending traditional boundaries for the revenue management role and leave with 5 realistic next steps to implement these strategies in your property.

2:30 – 2:45 pm ♦ Connection Break

2:45 – 3:45 pm ♦ A Leadership Perspective:  Data Visualization -- Telling Your Story for Maximum Impact

Bonnie Buckhiester

Successful leadership in revenue management requires you to break down metrics into clear messages in order to persuade your audience of the value of the data you control – whether that audience is sales and marketing, operations, asset management and ownership, or customers.

This session will help you make your data more understandable and relatable to other parts of your business, creating a bridge between the data and those who need to learn something from it, or make decisions based on it. Give your stakeholders tailored insights they need to act faster and for better results – getting the right data to the right audience in the right way so that they can make it actionable and effective.

3:45 pm - 4:00 pm ♦ Closing & Wrap Up

4:00 pm - 5:00 pm ♦ Connection Reception


HSMAI Members: early $295, late $345 (After March 7)

Non-members: early $445, late $495 - Includes 1 year of HSMAI membership!

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Annual Member Kick-Off-The-Year Member Mixer
5:00 PM17:00

Annual Member Kick-Off-The-Year Member Mixer

Mix, mingle, and meet 2016 head-on!  

Join us on Feb 25 at Top of the Hilton for networking sponsored by DIAGEO!

2016 will be a big year for our growing Seattle Chapter.  We kick off a year of dynamic programs this February with a fun member event to mix, mingle, and meet the new year head-on.  

  •  Sip signature craft cocktails and partake in a Whiskey tasting 
    • Go home with a recipe for your favorite...courtesy of DIAGEO
  • Nosh on cool chocolates and sweets
  • Get a new Professional Headshot! 
    • Free for Members!  $15 for non-members.
  • Network with Sales, Marketing and Revenue colleagues
    • Meet someone new
  • Win prizes!! (We've got some goodies) And learn about the upcoming Revenue and Digital Marketing Conference in April!



 Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. 

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. 

 Sleek boutique confectioner specializing in caramels, truffles & bars plus gift baskets.

Sleek boutique confectioner specializing in caramels, truffles & bars plus gift baskets.



HSMAI Seattle Members are FREE! Bring your non-member colleagues for only $20 per person!


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1st Annual HSMAI Seattle Travel Talks
3:30 PM15:30

1st Annual HSMAI Seattle Travel Talks


This event consists of speakers who have 20 minutes to give the most meaningful and impactful information possible. Featuring: 

  • Adam Luchsinger - Global Accounts Business Manager - Google Travel
  • Kelly Ramirez - Global Account Management Lead, Google Travel
  • Donnie Schumann - Manager, Market Strategy and Supply - Hotel Tonight
  • Dave Stockard - Director of National Accounts - Holland America
  • Brandyn Hull - Director of Communications - West Coast, Kimpton Hotel & Restaurants

You are invited to the 1st Annual HSMAI Seattle Travel Talks sponsored by Hotel Tonight. This event consists of speakers who have 20 minutes to give the most meaningful and impactful information possible. Register NOW - First 30 HSMAI Members Attend for Free. We have gathered 4 travel professionals to speak on timely local issues affecting the hotel and travel community here in the Puget Sound area. 




3:30PM - Event Starts
5:30PM - Drinks Reception


$10 Member, $39 Non Member, $10 Students


Adam Luchsinger, Global Accounts Business Manager, Travel: Google

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