Sonnia Singh, Managing Director, HSMAI India, says the chapter is encouraging hotels and partners to drive engagement and value through webinars, educational events and executive roundtables

In less than five years from now, the Hospitality Sales and Marketing International (HSMAI) will complete a century of its existence. Founded in the United States in 1927, HSMAI is a non-profit industry association for hotel and hospitality sales, marketing, revenue management, distribution, digital and general managers. Membership and participation with HSMAI offers training, networking and conference events for career development in the hotel and hospitality industry across the Asia Pacific Region. Today, it is an individual membership organisation comprising around 5,000 members from 35 countries and chapters worldwide. 

With a strong focus on education, HSMAI has become the champion in identifying and communicating trends in the hospitality industry while operating as a leading voice for both hospitality and sales, marketing and revenue management disciplines as also connecting its members with the customers. The organisation operates regionally around the globe via regional boards of directors and staff. There are three regions: The Americas, Asia Pacific, Europe and a Middle East chapter. Each region has signature programmes and services for association members. It also has a global board which comprises delegates from each region. 

India operations of the organisation are headed by Sonnia Singh, Managing Director, HSMAI India. Excerpts from an interview:

What are some of the challenges being faced by hospitality sales and marketing professionals? 

The pandemic has accelerated the adoption of automation in almost all facets of the industry ahead of its time. While that certainly provides a seamless experience for the customer whose priority is contactless service, the question of creating demand and looking for trends in the new normal continues. The industry has risen well to the challenge of the changing dynamics of travel and the different customer segments that have surfaced and has been able to deliver customer delight. As business accelerates, the challenge remains in providing meaningful experiences to guests whilst remaining contactless and maintaining sanitisation and hygiene. There is also the issue of having a shortage of experienced personnel and the right people in the right roles. The industry is also grappling with managing the continuously changing consumer demands. Cybersecurity is something that has surfaced as a priority area.   

How do you see marketing trends shaping the hospitality industry in 2022? 

Prominent trends that have emerged include shorter booking lead times. Video outreach seems to be drawing major eyeballs resulting in increased footfalls. As customers become more concerned about privacy and sharing personal details, there a decline happens in third party data collection. This leads to first party data collection and evolve into customised marketing campaigns to offer personalised experiences. Hotels need to gear up for pent up demand that seems to be spilling over now. B-leisure and staycations are here to stay so being ready with focus on well-being, smart rooms and digitalised options will enable hotels to manage those expectations well. VR and AI-enabled virtual experiences will help position brands well in the customer mind-map. 

Kindly explain HSMAI membership procedure and its benefits to sales and marketing professionals in the Indian hospitality sector? 

As a hotelier, one can become an individual member or take up group membership within his/ her hotel to benefit a group size of 5-20 members at different tiers. Then there is organisational membership which gives benefits across chapters.  

What are your priority areas for the development of HSMAI in India? 

HSMAI India is responsible for executing the vision of HSMAI in the Indian subcontinent. We are committed to providing value for our members and partners. We intend to remain industry’s leading advocate for intelligent and sustainable hotel growth with tools, insights and expertise to fuel sales as also inspire marketing and optimise revenue. The India chapter is encouraging hotels and partners to join as members and drive engagement and value through webinars, educational events and executive roundtables throughout 2022. The HSMAI Academy is a great option for those looking for global certifications to endorse their expertise in sales, marketing or revenue roles. There are also online courses and all these enable us to support the career growth of our members. By the end of this year, we aim to set up a Board and take on more responsible projects in sync with industry needs. 

How can HSMAI assist its members to take advantage of the evolving marketing trends in their strategy?

Of course. HSMAI assists its members through collaboration. The roundtables and ‘members only’ events offer insights and a platform to learn from one another as well as some thought-provoking events. Then HSMAI Academy provides certifications in business acumen, revenue management and sales and marketing. Every aspect of content and support material included in HSMAI’s programmes have been specifically designed and developed for those involved in hotel commercial functions including a wealth of subject matter appropriate to individuals with responsibilities ranging from entry level to advanced. Resources for sales and marketing professionals are in plenty and include articles, white papers, conference presentations and templates. And, this access to explore resources, tools, jobs, education and news from HSMAI and other trustworthy sources comes by way of being members.

This article was published in BW hotelier issue dated '' with cover story titled 'BW HOTELIER - THE TALENT POOL SPECIAL'