The Hospitality Sales and Marketing Association International will hold its 2026 Commercial Strategy Conference for the Americas June 16–17 in San Antonio.
Taking place at the Henry B. Gonzalez Convention Center, the conference is designed to bring together hospitality professionals across marketing, revenue optimization, sales and distribution for a cross-functional program. The event will include general sessions, breakout discussions and networking events. Additional programming will take place June 15 and June 18, including workshops and executive roundtables.
Programming on June 16 will include general sessions on change management, consumer engagement and emerging ideas in commercial strategy, along with breakout sessions addressing a range of industry topics. The following day’s sessions will focus on economic and geopolitical conditions, evolving commercial strategies and long-term industry outlook.
“Hospitality is evolving at an unprecedented pace, and success today requires a more integrated and agile commercial approach,” Brian Hicks, president and CEO of HSMAI, said in a statement. “Our Commercial Strategy Conference brings together the industry’s brightest minds to share ideas, challenge convention and shape what’s next. We’re excited to welcome professionals from across the industry to learn from one another, gain real-world insights and leave equipped with actionable strategies.”