HSMAI’s mission is to grow revenue for hotels and their partners by fueling sales, inspiring marketing and optimizing revenue. The association is a global organization with individual and organizational members that produces educational programs and events in North and South America, AsiaPacific, Europe and the Middle East. Signature programs include the Adrian Awards competition and gala, the Revenue Optimization Conference (ROC), the Marketing Strategy Conference, peer to peer Executive Roundtables for c-level executives, the Curate executive Insights forums, and a portfolio of professional certifications in revenue optimization, digital marketing and business acumen.