The Hospitality Sales and Marketing Association International (HSMAI) has expanded in Latin America with conferences in Mexico, Colombia, Peru and Chile.
The organization chartered its Brazil chapter in 2014, and this expansion is being led by the Latin American Advisory Board, which was established last year.
“Organic growth in HSMAI happens when members in one market see the value of the association and want their associates or colleagues in other markets to be able to realize the same benefits,” said Bob Gilbert, president/CEO, HSMAI. “The success that HSMAI has experienced in Brazil over the last 10 years has captured the engagement of many hotel brands and management companies who also operate in other markets in Latin America. A group of executives with responsibilities across the region formed a Latin American Advisory Board to generate value via HSMAI strategy conferences in the next four largest markets in Latin America.”
Gabriela Otto serves as the managing director of both HSMAI Brasil and HSMAI Latam. She noted that expansion to Latin America has been in the organization’s plans for a few years.
“We postponed due to the pandemic and realized that now is the best time to get it done,” she said. “In Brazil, we already have a solid base, with several partners who helped us in our structuring, and now my role is to provide all the support so that our Mexico, Chile, Peru and Colombia boards can replicate this success, expanding the base of associates, promoting relevant events and sharing technology and innovation insights for tourism professionals in Latin America.”
Gilbert pointed out that Otto was the “natural” fit to lead the HSMAI Latam because “she has brought an innovative and creative leadership style to HSMAI Brasil and created value and unique engagement opportunities for HSMAI members in that country. She has the ability to understand and cultivate the needs of members and cultures in different markets. She also is able to attract and motivate volunteer leaders, which is critical in association management. Together with her volunteer leadership teams, she has been able to strategize and introduce multiple innovative programs in the market.”
The goal of HSMAI Latam and the advisory board, according to Otto, is to “boost the capacity of tourism and hospitality executives and professionals to think strategically based on the pillars of the global HSMAI: sales, marketing, distribution and revenue management.”
She added, “We want all companies, small and large, to act strategically. Our belief is that the more the entire tourism industry—suppliers, chain and independent hotels and companies that are part of the sector—works assertively and consistently in developing professionals and achieving profitability that allows them to invest in infrastructure and improve the quality of services, the more we will be able to evolve as an industry and contribute to the growth of each destination and the countries in which we operate.”
The first HSMAI Strategy Conference in Latin America this year took place last month in Mexico City. “We welcomed 70 people and were very happy with the great acceptance by the public,” said Otto. “We believe that Mexico will be one of the biggest groups in the region. The idea is to expand to Riviera Maya and Cancun. We are even studying an exclusive board for the region, which will be focused on leisure travel.”
Colombia’s event was also held last month in Bogota. Three more will be held in November and December in Lima, Peru; São Paulo; and Santiago, Chile.
