THE CAMPAIGN FOR HSMAI FOUNDATION AT T R A C T. D E V E L O P. E N G A G E .

BUILDING THE TALENT AND LEADERSHIP PIPELINE IN SALES, MARKETING AND REVENUE MANAGEMENT FOR THE HOSPITALITY INDUSTRY

HOSPITALITY SALES AND MARKETING ASSOCIATION INTERNATIONAL FOUNDATION

“For almost a century, Hospitality Sales and Marketing Association International has been a key industry partner focusing on marketing, sales and revenue management trends and challenges: an early adopter that has the respect and support of the industry.”

Hospitality Sales & Marketing Association International (HSMAI) is committed to growing business for hotels and their partners, and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The HSMAI Foundation was created in 1983 as a separate organization to meet the industry’s call for insights in leadership, best practices and innovation to support sales, marketing and the just emerging field of revenue management. Over the past 35 years, the Foundation has published benchmarking studies; launched and maintained the online HSMAI Knowledge Center; developed influential study guides to prepare for professional certification; and created future trend reports with industry partners on distribution and leadership. More than 120 careers have flourished thanks to the professional and experiential scholarships provided by the Foundation and its partners. In 2018, the Foundation was called upon to address the most compelling issue facing the industry today: the ability to attract, develop and engage professional talent in sales, marketing and revenue management.

Why? 3.7%

The unemployment rate as of November 2018.

50 YEARS

This rate represents the lowest unemployment since 1969.

70% TURNOVER

The estimated rate of employee turnover in the industry which results in: lost productivity, high replacement costs and lower quality of service

Talent is the number one issue in getting where we need to go.

(National Restaurant Association, 2018)

900,000 VACANCIES

The reported number of open positions awaiting qualified professionals.

370,000,000 JOBS

By 2026, our industry will provide 370,000,000 jobs. This is the equivalent to one in every nine jobs on the planet.

AT T R A C T. D E V E L O P. E N G A G E .

The Future.

The HSMAI Foundation is now laser-focused on addressing the top issue facing the industry today: talent and leadership workforce development in sales, marketing and revenue management. Uniquely positioned to meet these needs, the Foundation will foster industry-wide collaboration to attract new talent, develop emerging talent and engage seasoned talent. Building on an extensive network and knowledge base, the Foundation will: n drive awareness and excitement about hospitality professional career paths in sales, marketing and revenue management; n seek out best practices and new talent; foster collaboration with academia to develop curriculum and scholarship; n create mentoring and leadership opportunities for high-performing emerging and seasoned executives; and n expand the global presence to foster initiatives of the HSMAI Foundation

Attracting.

We’ve built a long-term vision and roadmap to ensure we accomplish our mission to be the industry’s employment brand and to heighten business performance. To bring new talent into the industry, we must first drive awareness and excitement around careers in the industry. PARTNERSHIPS with: n Leading public relations firm, HemsworthCommunications, and award-winning marketing firm, Ideas Collide, to share information about the industry and reach new audiences. n Hospitality schools for opportunities to provide input into sales, marketing and revenue management curriculums and foster externships and research opportunities for faculty. n National nonprofit partners, associations, and military focused groups to leverage existing networks, promote programs and disseminate best practices.

AT T R A C T. D E V E L O P. E N G A G E .

DID YOU KNOW?

Military spouses face an unemployment rate that is four times the national average. We will be partnering with nonprofit associations and organizations to build out a strategic initiative to engage and employ military spouses to help this underutilized workforce who have desirable skills for our industry.

TODAY OVER 700,000 ACTIVE DUTY MILITARY SPOUSES 91% are women 85% want or need to work Average age 31.5 49% have college+ education

Developing.

“The industry must meet these challenges together. No single hotel company can move the one market that will make all the difference in the future — Talent.” Industry leaders recognize that while the hospitality industry offers glamour, flexibility, portability and stability, it has not developed an employment brand that continually attracts rising stars to help drive top line revenue. Hospitality needs to better tell its story of career growth, continual training and unlimited opportunity, if it seeks to consistently attract and retain top candidates. The need for a laser focus on customer acquisition, retention and driving share of wallet is crucial to meet earning expectations. The HSMAI Foundation will foster exposure across disciplines to facilitate career path exploration. We will create mentoring and growth opportunities to foster success and exchange best practices.

HELPING TO ADVANCE SALES, MARKETING AND REVENUE MANAGEMENT AS A CAREER

Engaging. This campaign will pull together the best and brightest to foster collaboration and cross pollination of skills. The HSMAI Foundation has unparalleled relationships with hospitality leaders and influencers who advise on best practices and inspire industry excellence. Board members and discipline leaders hold executive leadership positions and work daily to uphold the standards of the industry. Our vast global resources will allow leaders to understand key metrics as they identify talents, and discuss business solutions, so we can become the market makers for sharing best practices on talent attraction, development and engagement for the industry. To fuel an “always learning” mentality, we intentionally celebrate and honor professional excellence. Each year at the HSMAI Adrian Awards, we honor and recognize top creative talent and provide networking opportunities. We will develop engagement experiences and sharing best practices to ensure the strongest ideas in talent and leadership development are highlighted to inspire others, as well.

AT T R A C T. D E V E L O P. E N G A G E .

“The network HSMAI Foundation draws upon for leadership and support are without a doubt the best in class. They have access to recognizable industry leaders.”

Announcing

THE CAMPAIGN FOR HSMAI FOUNDATION. To bring this vision to life, we are launching our first ever capital campaign. This is an industry-wide effort to raise funds in support of talent development. Together, we hope to raise $3,000,000 to attract, develop and engage talent through: Program Development: $ 2,000,000 Research and Partnerships: $ 600,000 Marketing, Communication $ 400,000 and Stakeholder Support:

TOTAL:

$ 3,000,000

The future of our profession depends upon the acquisition and retention of both on and above-property top talent who are highly skilled in the discipline of sales, marketing and revenue management. To build the talent and leadership pipeline, we will create measurable objectives and ensure deliverables. But to do this, the HSMAI Foundation needs your help. Today! Your financial and programmatic support will ensure that we met the needs of the entire hospitality sales, marketing and revenue management industry.

HONORARY CAMPAIGN CHAIR Mike Leven Chairman and Chief Executive Officer Georgia Aquarium

AT T R A C T. D E V E L O P. E N G A G E .

CAMPAIGN CHAIR Michelle Woodley President Preferred Hotels & Resorts

CAMPAIGN COMMITTEE MEMBERS Dorothy Dowling Chief Marketing Officer, Senior Vice President Marketing & Sales Best Western® Hotels & Resorts Ken Greger Partner Ward Howell International Brian Hall Chief Marketing Officer Explore St. Louis Cathy Hartman Vice President, Consumer Insights and Advisory Services Marriott International, Inc. Warren T. Jahn, Jr. Ph.D Head, Global Operations Training, Americas Learning Delivery IHG® Mark Theis Vice President, Sales Strategy & Operations Hyatt Hotels Corporation Rob Torres Managing Director, Travel Google Amanda Voss Vice President Sales, Bellagio MGM Resorts

MIKE LEVEN HONORARY CAMPAIGN CHAIR “Lots of people can make financial turnarounds and grow businesses, which I’ve done. But when you have a chance to establish an idea and an organization that changes the course of history and changes the course of many lives, well that stands out as a very important accomplishment to me.”

Our Mission To elevate the overall caliber and performance of sales, marketing and revenue management professionals in the global hospitality industry by driving initiatives that will attract new talent, develop emerging talent, and engage existing talent.

LEADERSHIP Agnelo Fernandes, Chair Chief Strategy Officer and EVP Revenue Terranea Resort John Fareed, Immediate Past Chair Managing Director Horwath HTL Vail Ross, Past Chair Senior Vice President, Global Business Development & Marketing STR Christine Hight, Treasurer Senior Director Customer Insights, Corporate Strategy Hilton Worldwide Cathy Hartman, Secretary Vice President, Consumer Insights and Advisory Services Marriott International, Inc. Douglas Abbott Director, Small Medium Enterprise, Global Sales IHG® Matthew Clyde President and Founder Ideas Collide Dorothy Dowling Chief Marketing Officer, Senior Vice President Marketing & Sales Best Western® Hotels & Resorts Ken Greger Partner Ward Howell International

Warren T. Jahn, Jr. Ph.D Head, Global Operations Training, Americas Learning Delivery IHG® Kathy McCarty CEO, ICHRIE Council on Hotel, Restaurant & Institutional Education

Mark Theis Vice President, Sales Strategy & Operations Hyatt Hotels Corporation Jon Timmons Chief Operating Officer STR Michelle Woodley President Preferred Hotels & Resorts

Dana McIntire Senior Director, Project Amanda Voss Management and Integration Vice President Sales, Bellagio Wyndham Hotels & Resorts, Inc. MGM Resorts

Why Does Talent Matter? Why does talent matter more than ever before? The hospitality industry is changing dynamically in its ability to create, capture, manage and optimize hotel demand. Consumers continue to demand innovation. The science of revenue management, distribution channel management, ecommerce and digital marketing continues to evolve overnight, while disruptive strategies and technologies erode margins. Customer acquisition costs have never been higher, while the efficiency and predictability of sales and marketing strategies need continuing collaboration, data support and creativity. At the first HSMAI Curate Event held in April 2018, which was attended by representatives from 59 HSMAI Organizational Members, Talent Acquisition & Retention was voted as one of the top three priorities for hoteliers. Participants were asked, “What specifically about this issue gives you heartburn?” The answers – 117 of them – ranged from “companies reward tenure over talent” to “a lack of preparation in schools and colleges” and “outdated perceptions of the industry as old school and offering no work/life balance.” The HSMAI Foundation is uniquely positioned to lead on this crucial Talent and Leadership topic for the hospitality industry in sales, marketing and revenue management.

Thank you for joining us in this important initiative.

“The key opportunity may be about creating an employment brand for the industry. We can create awareness and excitement around sales, marketing and revenue management careers to attract and promote talent, using the tools we use to build the consumer brand.”

—Dorothy Dowling, SVP Marketing, Best Western

AT T R A C T. D E V E L O P. E N G A G E .

“And we saw the beginning of a story we think will only get bigger moving into 2019: labor” —Skift Editors “25 Travel Moments That Mattered in 2018” December 27, 2018

FOUNDATION To learn more contact: Fran Brasseux Executive Director FBrasseux@hsmai.org | 703.867.1803 Mindy Milby Campaign Counsel MMilby@ccsfundraising.com | 202.628.4402

All gifts are tax deductible to the fullest extent of the law.