HSMAI Commercial Strategy Conference (ROC)

Connect | Evolve | Lead

Focus – HSMAI ROC Middle East Commercial Strategy Conference

Hospitality Sales and Marketing Association International – Middle East (HSMAI ME) is gearing up for the 6th ROC ME Commercial Strategy Conference. Earmark your calendars for what’s shaping up to be a high-impact two-day event, staged at the Conrad Dubai Hotel from November 28 to 29, 2023.

This year’s theme is Connect, Evolve and Lead!

Meet the hoteliers for today and tomorrow. Network with game-changing industry leaders and frontrunners. The speakers come alive from a curated collection of industry thought-leaders, motivational speakers, and innovators from industries supporting hospitality.

Our Advisory Board plays a key role in laying the foundation for the program of the conference every year. These industry leaders help us curate a comprehensive conversation that covers all hospitality commercial disciplines and encourages dialogue that brings forth innovative propositions for the trade.

Haven’t attended ROC ME before, here’s a sneak peek at the stellar speaker lineup for 2022, click here.

Conference Partners

Learn about 2023 partnership opportunities here and reserve your spot!


ROC 2023
  • ROC ME 2022 was very exceptional. Very informative, insightful, and educational at the same time. The digital media part has enriched and elevated the content to a very high level. Gathering commercial leaders from different segments and industries greatly added value to ROC 2022. Great job Mona and team!

    Ossama Charrouf - Delegate
    Ossama Charrouf - Delegate VP Sales & Marketing, Jannah Hotels & Resorts
  • Thanks again for the great event last week, which has been so many months in the making. A few comments from my side, feel free to use and quote on social media: “It was absolutely delightful to connect again with peers from the hotel industry after a long time! Having senior leaders such as HE Issam Kazim, CEO of the Department of Tourism & Commerce Marketing Dubai, lay out their view on the future of hospitality in Dubai, framed the event and gave us all a sense of direction. Inspirational keynote speakers, energetic panel debates and refreshing presentations of the next-generation commercial leaders made this event special. Hosted at our prestigious Conrad Dubai Hotel, the team ensured this event would be carbon-neutral at no extra cost to the delegates! A big thank you to the HSMAI Middle East team, in particular to Mona Faraj, for making this an event to remember!

    Titus Hanke - Speaker
    Titus Hanke - Speaker Senior Commercial Director, Arabian Peninsula & Türkiye, Hilton
  • This year's HSMAI ME #roc2022 conference was quite unique with its delivery and insights. Perhaps I am being biased because of the formation and involvement of the Marketing Advisory Board but the positive impact is/was obvious with the diversity of topics, balancing the commercial aspects of our business, and beyond. From the "Fireside Chat" with Issam Kazim and Ramia Farrage, to the session "Humanise your brand" with Anas Bukhash, "The 3 laws of cutting through" with Mark Adams, the "Holistic approach to marketing" with Stewart SmithRania Masri El KhatibJoanne ChehabAvinash D., the "Optimal social media strategy" with Verónica Conesa Bukhash Brothers, and so many more, to be applauded.

    Amal Harb
    Amal Harb Corporate VP Marketing, Rotana Hotels
  • The only Commercial Strategy Conference in the Middle East leading the way for education, insights, connections, and inspiration in these dynamic fields with events created by hoteliers for hoteliers.
  • A perfect opportunity to check if your current strategy is aligned with the changing market trends.
  • Learn how the Marketing, Sales & Revenue Management Relationships work hand-in-hand.
  • Discover the latest tools to help you implement your strategies.
  • Benchmark the performance of your teams with that of your competitors
  • Engage with leaders and property-level hoteliers, HSMAI ROC Middle East’s Advisory Board members, General Managers, Marketers, Operations, Sales, and Revenue Management teams.

Watch this space for the future leaders of tomorrow – our #ROCStars.

Attracting property-level executives, we honor the gear shifters of the hospitality world by encouraging their ideas to be brought to life on the main stage. The ideas that become reality are vetted by the Advisory Boards and an on-stage pitch presentation brings the battle of the champions together. The winner takes home the gift of a lifetime.


Hotel Members Hotel Non-Members Partner Members Partner Non-Members Valid through
USD 595 USD 795 USD 1295 USD 1595 31 August
USD 695 USD 895 USD 1295 USD 1595 1 September to 30 September
USD 795 USD 995 USD 1495 USD 1795 1 October to 31 October
USD 895 USD 1095 USD 1495 USD 1795 1 November – Event Day

Hotel Group Pricing
Hotel companies can enjoy significant savings on ROC registration when they sign up Ten (10) or more people from the same company, please contact jean@hsmaime.org


View all ROC ME 2022 videos here


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