Last week’s Hospitality Sales and Marketing Association International (HSMAI) Middle East & Africa (MEA) Commercial Strategy Conference in Dubai was the biggest one yet.

 

Held on November 26 and 27 at Conrad Dubai, the seventh edition of the annual get together marked the beginning of an exciting new chapter for the non-profit. 

 

Attracting a record-breaking 300+ participants, attendance was up by 15 per cent from 2023. Around 25 per cent of delegates had also travelled from outside the UAE for the event.   

 

It was the first event in the region for the newly appointed President and CEO of HSMAI, Brian Hicks.   

Taking over from the late Bob Gilbert - who led HSMAI for 30 years -  Hicks revealed that the MEA region will continue to be a key focus for the organisation.

 

“Seven years ago, our annual MEA conference was attended by about 50 people. This year we had over 300. This exponential growth is testament to the passion of the HSMAI team, and the region’s need for connection and networking opportunities,” he said.  

 

Bringing over 30 years of experience in international hospitality, including senior positions such as Senior Vice President of Commercial and Revenue Management for IHG Hotels & Resorts Americas, Hicks will continue to build on HSMAI’s existing goals of providing education, support, and resources for hospitality sales and marketing employees.

 

He explained: “I have no plans to change the ethos and goals of the organisation. I will build on the strong foundation that Bob Gilbert expertly established, and try to use my experience in global hospitality to unite all our different teams and regions across the world.”

 

Hicks is particularly passionate about nurturing the next generation of hoteliers, and those who entered the industry around the time of the pandemic.   

 

“I’ve wanted to work in hotels since I was 16. I love this industry. It's treated me well, and I’ve been fortunate to make a great career out of it. Now, I’m so excited to give back to the industry that has been so kind to me,” he continued.

 

“We all know that the pandemic hit those who were new to the industry hardest.  So, the least we can do now is to try and provide them with the right skills and training they need to progress in their careers. For those who are just entering the industry, I also want to show them that there are many different career paths and opportunities. We are here to help them fulfill their goals.”  

 

Hicks went on to reveal that the past year has seen a record level of interest in hospitality certifications.  

 

“Interest spiked up during the pandemic as people had more time on their hands, and then it dropped off after,” he said.  

 

“But now we are seeing a resurgence, and people are realising how empowering completing extra training can be.”  

 

As to why professionals should consider joining HSMAI, Hicks declared that there are multiple benefits.   

 

“The world of hospitality is changing rapidly, but we condense all the different viewpoints and developments, and present them to our members in a way that is easy to digest. We keep them informed and ahead of every trend.  

 

“We also support our members and help them grow. A lot of individuals have told me personally that if it wasn’t for the support of HSMAI – no matter if they used it as a place to make connections, ask questions, or find resources - they wouldn’t have felt confident enough to take risks, and get to where they are today.”  

 

Mona Faraj, Managing Director of HSMAI MEA, echoed this sentiment that one of the most valuable elements of HSMAI is the connections it provides.   

 

“You don’t learn by looking at yourself in the mirror. You learn by communicating with others,” she stated.  

 

“Networking is essential. The phrase ‘your network is your net worth’ really couldn’t be truer. We all have a longing for connection. Interacting with others in our industry, and even our competitors, is how we learn, evolve, and develop.”  

 

The leader of HSMAI MEA for almost seven years, Faraj revealed that member numbers in the region are growing by at least 25 percent each year, and that this is driven by the support of hotel brands such as Accor, Marriott, IHG, and Rotana.  

 

Faraj said: “I love being part of HSMAI because we’re not pushing or selling something. All our members have a collective belief in what we are doing, and they recognise the value of it, too. You can see that in the packed rooms at our conferences. We cover topics that are useful to all commercial hospitality executives, irrespective of how junior or senior they are.”  

 

In addition to its annual conferences and educational certifications, HSMAI MEA hosts regular round table sessions with senior regional hospitality leaders, and a variety of social networking events, including after-work meet ups on the third Thursday of every month in Dubai.

 

“Our social events are all about fun and networking,” added Faraj.  

 

“We held about 70 events this year, and all of them were in the UAE simply because that's where HSMAI’s leadership is based. But we have started some activities in Saudi Arabia, and I would love to expand to Qatar, Egypt, and some African cities, too.”  

 

The two HSMAI leaders agreed that the Middle East hospitality sector would benefit from more advanced technologies such as AI.  

 

Faraj concluded: “MEA is a dynamic region, but we are lacking in resources, time, and manpower. You have teams that run a whole region with just a handful of employees.

 

“AI can help us utilise our time and energy more effectively. It can take care of the mundane tasks that can be automated, and leave us free to concentrate on the important jobs - like building relationships. These are the kind of things that can never be replaced with machines. Connections and conversations will continue to be some of the most important tools in our industry.”  -TradeArabia News Service