In February, HSMAI celebrated the 65th Adrian Awards in Los Angeles. Under the umbrella of our theme – The Next Chapter – we saw a wide range of innovative and creative campaigns that brought the hospitality industry forward. This theme captures the zeitgeist of the industry, confident in our ability to adapt and eager to build upon the success of recovery. Now is our chance to gain valuable insight from lessons learned and devise newer, more effective practices to lead the way forward.

In the HSMAI section of this issue, you will see examples of future planning and forward thinking and an exploration of practices that are no longer beneficial to the industry. Sadie Garside, CRME and Jennifer Hill, CRME, CHDM talk about abandoning pre-pandemic benchmarking and improving how we measure hotel performance. Kelly McGuire and Matt Guglielmetti detail the five bad habits they want to see revenue management teams leave behind forever; Michael Goldrich and Ed Skapinok lay out an argument for introducing a chief commercial officer role; Mark Haley explains the advantages of using a headless CMS; and Caryl Helsel walks us through the benefits of attribute based selling.

This June 26-29, HSMAI will be in Toronto for Commercial Strategy Week to continue Leading the Way and discussing innovation and best practices at the convergence of marketing, revenue optimization, and other commercial functions. We hope to see you there!