UAE – The Hospitality Sales and Marketing Association International’s (HSMAI) 7th Annual Commercial Strategy Conference for the Middle East and Africa is set to take place on November 26 and 27 at Conrad, Dubai.
The upcoming HSMAI conference will gather the hospitality industry’s sales, marketing, and revenue management professionals for a unique opportunity to gain insights, network, and participate in awards.
The event will cover critical topics including AI, technology, innovation, sustainability, revenue management, food and beverage trends, and hotel profitability. A key focus this year will also be on talent attraction, retention, and loyalty.
Brian Hicks, newly appointed President and CEO of HSMAI, will join Mona Faraj, President of HSMAI Middle East & Africa, and Alex Lee, Chief Commercial Officer of Jumeirah Hotels & Resorts, for the opening address at 9 am on the first day of the conference.
This marks Hicks’ first international trip since assuming the CEO role last month.
Hicks, a seasoned hospitality leader with over 30 years of international experience, is only the fifth CEO in HSMAI’s nearly 100-year history.
His appointment signals a new era for the organization, building on the legacy of Bob Gilbert, who led HSMAI for three decades.
Hicks has a proven track record in driving growth and innovation across major hotel brands and regions, positioning him to lead HSMAI’s continued expansion and deepen its influence within the hospitality sector.
As CEO, Hicks will oversee HSMAI’s Americas, Foundation, and Global entities, further strengthening its commitment to advancing the commercial disciplines of sales, marketing, and revenue management.
“I look forward to connecting with colleagues and industry friends, sharing best practices, and continuing the mission Bob Gilbert so passionately supported,” Hicks remarked.
He expressed excitement about his new role and the opportunity to have a lasting impact on the industry.
Mona Faraj, Managing Director of HSMAI Middle East & Africa, emphasized the significance of Hicks’ visit, noting it marks a milestone for the event and the region.
She also highlighted the importance of celebrating Bob Gilbert’s legacy while looking forward to the future under Hicks’ leadership.
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