HSMAI Hotel Digital & Revenue Workshop – CAIRNS


This Hotel workshop mixes revenue management, digital, social, marketing and data analytics to expand your skills in commercialising your hotel or accommodation business.  The only training that sends you back to your hotel tomorrow with a PLAN ready to implement.


No matter what position you hold in a hotel or accommodation business, you need to have an understanding of hotel revenue management.  Join us to learn the basics and take home some tactics to help you improve ROI tomorrow!


A bit of Hotel Digital Marketing, some Social Media learning as well as market segmentation and competitive analysis will add to your plan to take back to your hotel!  Improve your skills, feel more confident when dealing with all things digital.

Cairns Hotel Workshop

20th & 21st February, 2020

  • Two days of revenue and digital marketing training

  • Facilitated by Hospitality Experts

    • Practical skills

    • Be job ready

  • Networking Opportunity

  • Opportunity to continue with online globally recognised Certificate

The workshop is run over two full days. The aim of this training is to raise the level of knowledge and professionalism of the owner/operators, hotel managers and other Marketing and Revenue hospitality professionals. The result should be improved performance from your community of accommodation operators.

HSMAI works closely with the leaders in the industry to ensure we’re always up to date on the issues and needs for our accommodation managers.  This allows us a unique opportunity to develop training sessions tailored to the people managing properties in Australia.  This means you will be provided with a professional session, based on the latest industry best practice delivered by 4 expert trainers.

Workshop sessions cover:

  • Understanding what influences your guests to book (or not)
  • Distribution tactics and strategies
  • How to use data to aid your decision making
  • Conduct an audit on your hotel
  • Increase your corporate bookings

Bring your laptop or tablet for the activities.  And don’t forget, you’ll have access to four experts in the room for 2 days so bring along your issues and challenges and let us help you come up with some solutions with the vast amount of experience we will have at your disposal.

Oh, don’t plan to leave early on Friday as the best session is last so book the later flight!

We won’t finish until 5pm.

HSMAI Members pay only AU$850

Non-members pay only AU$950

(pay only AU$850 per person for 2 people from the same company) 

Price Inclusions:

  • 2-day workshop facilitated by expert hoteliers
  • Morning/afternoon tea and lunch on both days
  • Great networking opportunity to meet your hotel peers

  • Owner/ operators of properties
  • Hotel and Accommodation Managers
  • Staff managing the marketing and revenue for properties
  • People just starting in the revenue department of a hotel or resort
  • Hotel staff who would like to move into a revenue role
  • People wanting to learn how to improve your marketing and revenue foryour property
  • Those pursuing the HSMAI Revenue Ready “Certificate of Revenue Management (Hospitality)

This course is created by Hoteliers, for Hoteliers. The leaders in hotels around the global have worked together to create a curriculum for people looking to grow their careers in revenue management. The authors of this course are the HSMAI Revenue and Marketing Advisory Boards.  Read more about the hotel leaders who helped create this course.

Training Program Schedule


Registration All 8:30am – 9:00am
Introduction: HSMAI and Trainers Introduction Jackie 9:00am – 9:10am
Customer Perspective – Understanding your guests path to booking Jackie
Group activity – Review your own guests path to booking Tamie, Katie
MORNING TEA 10:30am – 11:00am
Revenue Management Superpowers & the Evolution of RM and Understanding RM & the Accommodation Market Matthias
Market Segmentation Tamie
Active Revenue Management Tamie
LUNCH + GROUP PHOTO 12:30pm – 1:15pm
Distribution & Channels Matthias
Resources for Hotels – where to find data Tamie
About Social Media including SM Audit Katie
AFTERNOON TEA 3:00pm  – 3:30pm
Merchandising – Room Types Tamie
Merchandising Activity Katie/Tamie
Q&A Time All 4:30pm – 5:00pm
Join us for drinks in the hotel bar 5:00pm


Welcome + Overview of Day 2 Jackie 9:00am
Rates Strategy, Pricing and Discounting Matthias
Set the Rate Strategy for your hotel Matthias/Tamie
Active Revenue Management Tamie
MORNING TEA 10:30am – 11:15am
Your website is your shop window Katie/Jackie
Recap Forecasting & OTA data sources Tamie
Digital Marketing Proactive Planning & Promoting your offers the right way Katie
Assessing your Competitors Jackie
LUNCH 12:40pm -1:30pm
Digital Campaigns: The role of marketing & Customer Values Journey Katie
Targeting & Remarketing Katie
AFTERNOON TEA 3:00pm  – 3:30pm
Completing your Revenue, Sales & Marketing Plan Tamie
Closing & Networking Jackie 5:00pm – 5:30pm


34 Esplanade
Cairns, Australia
Ph: +61 7 4052 6754

Room: The Hub


Hilton Cairns are happy to offer a discounted rate of $190.00 per night inclusive of one buffet breakfast. This discount will be available until 14 days prior to arrival. This discount is subject to availability (as we are not guaranteeing inventory/accommodation rooms).


By Email: Reservations at reservations.cairns@hilton.com.

By Phone: Call InHouse Reservations on +61 (0)7 4052 6747.

When booking Quote the event name Hotel Revenue & Digital Training Workshop.


  • Jackie Douglas President, HSMAI Asia Pacific & Global Chair, HSMAI Academy
  • Matthias Dybing HSMAI Asia Pacific Advisory Board member & Certified Trainer in Revenue Management & Distribution
  • Tamie Matthews Revenue & Distribution Support for the Independent Hotelier, HSMAI Advisory Board Member and Certified Trainer in Revenue & Distribution
  • Katie Hokin Hotel Marketing Specialist & Founder of KT Creative


HSMAI Hotel Digital & Revenue Workshop – CAIRNS
HSMAI Hotel Digital & Revenue Workshop – CAIRNS
HSMAI Hotel Digital & Revenue Workshop – CAIRNS

Starting from AU$850 per person


The “Certificate in Revenue Management (Hospitality)” is available as a 100% online course for those who can’t attend a workshop.  The course was designed to be studied online so is perfect for those on-property people who can’t ‘escape’ to attend a workshop.


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