In Press Release
HSMAI to Unite Hospitality Professionals and Innovation at ROC 2021

HSMAI Hospitality Sales and Marketing Association International is ramping up for the 4thannual ROC event, set to take place on December 6-7 at the InterContinental Dubai Festival City. Registration is now open, with early bird and special offers available.

Placing a strong focus on education, HSMAI is a global organisation of sales, marketing and revenue management professionals representing all segments of the hospitality industry. It has become a leader in identifying and communicating hospitality trends while acting as an influential voice within the hospitality industry, all while connecting its members with industry partners.

Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, said: As the tourism rebound has continued over the past year, our collaborative relationship with the hospitality sector has been critical, ensuring confidence for all visitors. As we build on this momentum, HSMAI ME ROC once again provides a vital forum through which industry professionals can share knowledge and experience, benefiting not only the city, but the wider region. We look forward to welcoming delegates and providing a platform for the continued growth of the hospitality sector in Dubai and beyond.”

Bob Gilbert, President and CEO of HSMAI says:”ROC is an extension of HSMAIs leadership role within the hospitality industry around the world, an event where influential leaders and hospitality professionals gather for education, collaboration and innovation “Mona Faraj, Managing Director of HSMAI Middle East continued: “I’m delighted that the Middle East has extended ROC to incorporate a day of round table discussions from senior leaders and a Partners insight session through a virtual event in the region. Its this type of voice that propels HSMAI to the forefront of the industry”

This year, the theme at ROC 2021 is “Renew, Rebuild, Recover” following the unprecedented events and challenges brought about by the COVID-19 pandemic. For the second time, the event will be hybrid, offering revenue optimization and networking opportunities to guests both virtually and in-person. A packed agenda over the two-day event will include round tables, 3 topical break-outs and plenary sessions, as well as many networking opportunities with like-minded professionals. The full program of events is to be announced soon.

HSMAI Middle East is offering an early bird offer for ROC 2021 between now and November 15th. Registrants will receive up to 22% discount on the price for all ticket categories. Furthermore, with an aim of encouraging hoteliers to join the association, non-members who register for ROC will also receive an exclusive complimentary 12-month HSMAI ME membership.

Without the key support of DTCM and the InterContinental Dubai Festival City Hotel, our technology partners Cvent and Encore, our platinum sponsors Alldetails and Fornova and our gold sponsors Cendyn, Duetto, and Seera, the event would not be possible. We are truly thankful to all of our 25 sponsors who enable us to create this event.

The ROC 2021 event platform is now live, interested registrants can visit the site here.


Founded in the United States in 1927, HSMAI is an individual membership organization comprised of nearly 5,000 members from 35 countries and chapters worldwide.

The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners, and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue.

HSMAI operates regionally around the globe via regional boards of directors and staff. The organization is present in multiple regions: the Americas,Asia Pacific, Europe, and Middle East.

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