TravTalk Middle East Online Magazine
At a time when the Middle East’s hospitality sector is at its highest point, it is crucial to have partners to support further growth in the industry. In today’s dynamic hospitality landscape, a well-crafted commercial strategy is key to maximising revenue and sustaining long-term growth. Mona Faraj, President, HSMAI – Middle East & Africa (MEA), shares more on the topic.
TT Bureau
Can you share with us a brief overview of HSMAI MEA and the work it does in the region?
The Hospitality Sales and Marketing Association International (HSMAI) Middle East is at the forefront of education and networking opportunities with curated insights. We facilitate connections within the vibrant community of hospitality sales, marketing, and revenue optimisation at national, regional, and international levels. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimise revenue.
What does 2025 look like for HSMAI MEA?
We have got a full calendar of educational and social events planned for 2025, including six Executive Roundtables on trending topics for the industry, our popular monthly social networking events called Thirsty Thursdays, and the 8th annual Commercial Strategy Conference.
What are the key priorities for the year 2025?
Motivated by the success of last year’s Commercial Strategy Conference, which featured 90 speakers, had a 15 per cent increase in attendees and a record 26 per cent of delegates from outside the UAE, we are in the early stages of planning new and exciting content for the 2025 conference. The annual event brings together the region’s hospitality sales, marketing, revenue management and distribution community for two action-packed days of industry insights, networking, and awards.
In 2025, we will be bringing more GCC members onboard, showcasing the value of education, best practice sharing, networking and accessing industry insights. In April, we will open for nominations to the popular ROCKSTAR Awards with categories available for DMCs, hoteliers, tour companies and cruises from the Middle East. Finally, we will be enhancing our mentorship programmes so that hoteliers can advance in their respective fields.
How will HSMAI MEA continue to support learning and development for professionals?
For nearly 30 years, HSMAI has been offering certification for hotel professionals, and today we offer both training and certification in a multitude of disciplines, from digital marketing, revenue management, business acumen, and sales leadership to courses in restaurant management, events revenue management and total revenue management. The HSMAI Academy has also partnered with Les Roches and Glion to present a range of self-paced courses, enabling our members to start anytime and study anywhere.
How relevant are AI and disruptive technologies in the hospitality industry?
AI and disruptive technologies are transforming the hospitality industry, making guest interactions more intuitive and operations more efficient. From AI-driven chatbots and virtual assistants, powered by Natural Language Processing (NLP), to Machine Learning-powered personalisation and dynamic pricing, these innovations are all extremely relevant to the industry, as they enhance customer experiences and optimise revenue.
What is one message you would like to share with hospitality professionals as they prepare for the year ahead?
My best advice is to stay ahead, stay curious. Keep learning and growing, gain insights from our Advisory Board members and mentorship programmes, as well as network with like-minded professionals at our events.
