HSMAI Commercial Strategy Conference (ROC)

The Hospitality Sales and Marketing Association International – Middle East (HSMAI ME) elevated its game as we approached the 6th ROC ME Commercial Strategy Conference. It offered exceptional opportunities for knowledge sharing and in-person networking among esteemed industry peers.

Themed ‘Connect, Evolve, Lead,’ this year’s conference delivered an unforgettable experience, deemed by past attendees as a must-attend affair. Centered around the pivotal themes of connectivity, evolution, and leadership in hospitality, the conference provided insights from experts, facilitated idea exchange, and equipped participants with the tools to navigate the industry’s dynamic landscape.

Join us at the 7th Annual Commercial Strategy Conference as ROC transforms into the Commercial Strategy Conference (CSC). Don’t miss out on this milestone event—it’s your chance to forge valuable connections and enrich your knowledge within the vibrant hospitality community. We can’t wait to welcome you and embark on this remarkable journey together!

  • 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.

Are you ready to be the next ROC Star?

ROC 2023
ROC 2023
ROC 2023
ROC 2023

We’re looking for game changers, movers, and shakers! If you think you’ve got what it takes to be the next ROC Star, we want to hear from you.

The ROC ME Annual Commercial Strategy Conference is set to provide invaluable opportunities for knowledge exchange and networking, face-to-face with industry peers. The event is staged at the Conrad Dubai Hotel, from November 28-29, 2023. This year’s theme is Connect, Evolve, and Lead!

Who ROC Stars are:
At HSMAI, we strongly advocate the importance of sharing best practices as a means to enhance our performance in the industry and region. ROC Stars represent the exceptional individuals within the hospitality industry who have made a significant impact. The conference serves as the prestigious platform for presenting your accomplishments. As a winner, you’ll have the chance to showcase your hotel’s creativity, exchange ideas, and proudly highlight your talents.

We eagerly anticipate the Middle East’s industry professionals to contribute their distinctive ideas that have transformed into success stories and fueled business growth, aligning with this year’s conference theme.

The Process:

  • Submission: Submit your most successful idea or strategy implemented during 2022-23 between 19 June and 19 October 2023, using the provided template and referring to the terms and conditions.
  • Jury Selection: An independent jury formed by HSMAI ME Commercial, Marketing, and Revenue Optimization Advisory Boards will select the top 2 entries in each category, which include:
    1. Rooms
    2. F&B Outlets
    3. Spa
    4. Meeting & Events
    5. Other streams.
  • Entries can be from individuals or teams but must be properly mentioned.
  • Presentation: The top 2 shortlisted entries in each category will be invited to present their submission and share the success story in less than 2.5 minutes during ROC ME 2023. If it’s a team entry, the team lead will deliver the presentation using a video, PowerPoint, or any interactive format.
  • Voting: The ROC audience will vote for the best pitch during the event, determining the top five winners (one in each category) based on the votes.
  • Awards: The awards will be presented on Day 2 of ROC ME 2023.

The top 5 winners will take home:

  • A choice of certifications from HSMAI:
    • Certified Hospitality Revenue Management Executive (CRME) certification
    • Certified Hospitality Digital Marketer (CHDM) certification
    • Certified in Hospitality Business Acumen (CHBA) certification
  • Two complimentary registrations to an event of your choice. The event can either be a social, KSA Power Brunch, or an educational event (in person/webinar).
  • One HSMAI membership each.

An educational gift for up to the value of USD 3,000 per winner

All shortlisted nominations will be rewarded with a one-year HSMAI membership!

Terms & Conditions

    • Please share your most successful idea or strategy that was implemented during 2022-23. The submission dates are between 19 June and 19 October 2023.
    • Each hotel can submit multiple applications for different categories, completing one category submission at a time
    • If you are shortlisted for the top 2 nominations per category, Registration for ROC Middle East 2023 will be mandatory to deliver your pitch and qualify for the final awards.
    • Images and information that you send us will be used by us for any purpose, will not be subject to confidential treatment, and may be disclosed by us without further consent from participants.
    • Authorized company representatives who submit entries will be our main point of contact unless we are otherwise notified.
    • No cancellations will be accepted once entries have been successfully submitted online.
    • By submitting the registration form, the company/representative agrees to officially participate in the ROC Star Middle East Awards 2023 and attend the ROC Middle East 2023.
    • Jury’s decision will be final in terms of selecting the top 2 nominations per category. In case of any tie during the audience poll, the jury’s decision will apply.
    • In case of team entries, awards will be handed over to the team representative and the hotel will be free to decide to whom the individual awards are to be distributed. The same can be coordinated with our HSMAI team by 15th December 2023.



ROC 2023


ROC 2023
ROC 2023


ROC 2023
ROC 2023
ROC 2023
ROC 2023


ROC 2023
ROC 2023
ROC 2023
ROC 2023
ROC 2023
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