The Hospitality Sales and Marketing Association International Middle East and Africa (HSMAI MEA) has announced the program for its 2026 Commercial Strategy Conference. The event, themed “Resilience. Agility. Results. The spirit that defines MEA”, will take place on November 17–18, 2026, at Conrad Dubai.
A full program for hospitality professionals
The conference will feature 40 sessions and more than 65 speakers, covering 18 hours of industry insights. It will bring together professionals from sales, marketing, revenue management, and distribution. The program includes nine content formats and four hours of networking opportunities.
The HSMAI MEA Advisory Board has shaped the program around current industry priorities. New areas of discussion include women in hospitality through the launch of Sawti (“My Voice”), independent hotels and national chains, and Africa’s hotel community.
Key themes and speakers
The conference will cover the following themes: Travel Demand, Market Intelligence & Growth; AI, Automation & the Future of Hospitality; Commercial Strategy, Revenue & Guest Value; Leadership, Culture & Talent Development; Marketing, Loyalty & Customer Connection; and Connected Journeys, Collaboration & Trust.
Notable speakers include Dr. The speaker line-up also features Bianca Gracias, Brian Hicks, Caroline Thissen, Jeff Strachan, Guido De Wilde, Linda Lewis, Loay Nour, Mark Flower, Sam El Asmar, and Sarah Duignan.
Focus on market shifts and 2027 planning
Mona Faraj, President of HSMAI Middle East & Africa, stated: “This has been a testing year for the hospitality industry in our region, and commercial teams have had to rethink source markets, pricing and distribution at short notice. Our Advisory Board built the 2026 programme around those pressures. Delegates will hear about the economic outlook, how source markets recover after conflict, and how independent and regional brands can compete as the industry prepares for 2027. Every session is built to give commercial leaders something they can act on in their 2027 plans.”
Accordingly, the program will address the economic outlook, the recovery of source markets following conflict, and competition involving independent and regional hotel brands. Sessions will also examine artificial intelligence in booking journeys, revenue decisions, and data ownership, with a focus on commercial planning for 2027.
