Overcoming the Crisis in the Hotel Industry together.
The leading theme of this year's HSMA eDay was 'Overcoming the Corona crisis in the hotel industry together'.
HSMA Deutschland e.V. hosted the event for the German-speaking hotel market at the Mercure Hotel MOA in Berlin. Digital Marketing, eCommerce, new technologies, and Revenue Management were the focal topics of the hybrid conference for hoteliers. The industry event was streamed live and hundreds of attendees joined the hybrid event virtually, as well.
25 acknowledged industry experts joined as speakers for the HSMA eDay 2020, and shared their insights and expertise with the audience. Christian Meissner, Senior Director Distribution Products & Digital Payments at Deutsche Hospitality and Director and Member of the HSMA Marketing & Distribution Board, hosted and guided the audience and speakers through the day.
Automate or Die - Automatization in the Hotel Industry
Felix Undeutsch, ex-Head of Product Expedia MeetingMarket at Expedia Group and now Member of the Board at hivr.ai spoke at the HSMA eDay 2020 about "Automate or Die - Why Automation is becoming a Necessity for Survival"
Alexandra Weber, Sales Director and Key Accounts MICE at Linder Hotel AG and Felix Undeutsch discussed with Tobias Köhler, Group Director Systems & Commerce and Member of the Board at Ruby Hotels and Director of the board for Hotel Technology at HSMA Deutschland e.V., about challenges and opportunities regarding digitization
Watch the video interview with Tobias Koehler here.
Tobias is sharing insights about his own professional background and explains what the Board of Technology at HSMA Deutschland e.V. is planning and aiming at.
About the German Hotel Industry's Battle Fields
Social Media Marketing for Hotels
Digitization in Hotels & Communication
Nadja Dahlmann, Head of Marketing & PR at the Empire Riverside Hotel and Hafen Hotel in Hamburg spoke about digitization in hotels. Hotel software and systems should support or simplify communication with guests. Nadja shared why according to her a common mistake when selecting a system is that communication is rarely considered as a main selection criterion.
Zeév Rosenberg, General Manager at the Boutique Hotel i31 in Berlin and Vice President and Member of the Board at HSMA Deutschland e.V. discussed with Laura Kensbock and Nadja Dahlmann about how, from a hoteliers perspective, to deal with the various, new technology solutions and channels. Does every solution really add value, do hoteliers have to respond to every trend and how to approach this strategically best?
Peter Hense, Lawyer and Partner at Spirit Legal LLP gave a legal update, covering topics such as distribution law between hotels, tour operators, whole sales and online travel agencies (OTAs); his perspectives on data protection - from annoying nuisance to motivating element in terms of quality assurance; prices, law and competition - discussing opportunities and limits of personalized pricing through loyalty programs and dynamic pricing.
Female Leadership in the Travel & Hospitality Industry
Svenja Mennerich, Owner at Next Generation Coaching and Senior Manager at Egencia spoke about Female Leadership.
Watch the video interview with Svenja here.
Svenja is sharing the main take aways from her keynote, sharing some insights about her own background, why female leadership is that important, and more.
Female Leadership - that was discussed in the panel with Svenja Mennerich, Owner at Next Generation Coaching and Senior Manager at Egencia, Lea Jordan, Co-Founder at techtalk.travel and Carolin Brauer, Founder & CEO at Quality Reservations. Anna Heuer, Managing Director at HSMA Deutschland e.V. hosted the panel.
Watch the video interview with Carolin Brauer here. Carolin shares insights about her own professional background, about Quality Reservations and her instinct in terms of future consumer demand - what does the hotel of the future look like, the hotel from 2021, and how she is seeing the likely stages of a rebound and more.
Revenue Management & Pricing
Watch the video interview with Wilhelm here.
In this brief interview Wilhelm shares the three main take-aways from his presentation; speaks about how Kempinski as a luxury brand is adjusting the luxury experience in a COVID-19 world; and how he perceives the levels of industry partnership and collaboration at the current time.
More content co-created with Wilhelm:
Education and Knowledge Management in the Hospitality Industry
Outlook Inbound & Outbound Travel
Conclusion by Anna Heuer
Anna Heuer, Managing Director at HSMA Deutschland e.V. concluded: "We were pleased that despite the current crisis, which is challenging our industry, many colleagues are full of hope and full of energy once again. With the HSMA eDay, which was also one of the first in-person events in the hotel industry, we wanted to show above all that we have to move on. We hope that all participants were able to take away as much as possible from the extensive knowledge transfer provided. The first feedback we received clearly indicates that this is the case."
Effective Networking despite Social Distancing
Around 100 hoteliers and industry professionals attended the event in Berlin, enjoyed the knowledge transfer and networking.
In the picture left Laura Kockott, from Gorki Apartments in Berlin; Tini Diekmann from the Oderberger Hotel Berlin; Jan Brettschneider from Orania.Berlin and Juliane Westphal, also from Gorki Apartments.
#ready4events - A Remarkable Best Practice Case
The HSMA eDay 2020 took place in the Mercure Hotel MOA in Berlin.
At the Mercure Hotel MOA Berlin, digital and hybrid events can be realized whilst adhering to all social distancing guidelines.
Thanks to 7.500 sqm total meetings area with high-end conference technology and a total of 40 event and function areas on 3 event levels. Learn more here.
We felt safe at all times and enjoyed the great hospitality of the Mercure Hotel MOA team at HSMA eDay with 100 attendees on-site.
Thank you to our partner HSMA Deutschland for having us and the great partnership. We are looking forward to many more insightful HSMA projects to come.
- Wrap Up HSMA eDay on HSMA Website
- Downloads (presentation decks) from HSMA eDay 2020
- Tophotel, Germany: HSMA eDay 2020: Gemeinsam die Corona Krise in der Hotellerie bewältigen
- Registration for the upcoming Hotelcamp hosted by HSMA Deutschland e.V.
- Wrap Up HSMA eDay 2019 in Hamburg
- Watch the video interviews from last year's HSMA eDay
Watch all Video Interviews from the HSMA eDay 2020
Tobias Koehler, Group Director of Systems & Commerce and Member of the Board at Ruby Hotels and Fachvorstand at HSMA Deutschland e.V.
Wilhelm K. Weber, VP Global Revenue & Digital Strategy at Kempinski Hotels & Resorts
Michael Buller, President at Verband Internet Reisevertrieb (VIR) e.V.
Carolin Brauer, Founder & CEO at Quality Reservations
Anna Heuer, Managing Director at HSMA Deutschland e.V.
Felix Undeutsch, Member of the Board at hivr.ai
Svenja Mennerich, Owner at Next Generation Coaching
Marcus Mosen, Payment Expert and former Concardis CEO
About our partner HSMA Deutschland e.V.
The HSMA (Hospitality Sales & Marketing Association) Deutschland e.V. is the association for professionals and executives in the area of sales and marketing in the hotel and tourism industry. The objective of the association is to promote the professional interests of its over 1,400 members. HSMA is eager to establish close contact between its members to maintain and improve knowledge and competencies in the areas of distribution, e-commerce, revenue management, sales, employer branding, and marketing through the exchange of information and experience.
In addition to a large number of educational events in the form of specialist congresses, roadshows and barcamps on current industry topics, the members of HSMA particularly appreciate the top-class network and direct contact with each other, which is indispensable in the hospitality industry.