HFTP and HSMAI Renew Strategic Alliance

The two long-time association partners, working to advance the hospitality technology, finance and marketing segments, will collaborate through events, industry awards and more.

20 January 2022
  • Photo: HFTP


Hospitality Financial and Technology Professionals (HFTP®) and the Hospitality Sales and Marketing Association International (HSMAI) have renewed their commitment to collaborate on industry advancing initiatives. The two leading-associations have long worked together via co-located events, knowledge-sharing, research and recognition of industry leaders. This recent partner agreement continues this tie through 2024.

“The technology, finance and marketing fields considerably overlap — the foundational focus of HFTP’s and HSMAI’s stakeholders,” said HFTP CEO Frank Wolfe, CAE, FIH. “Through our associations’ strategic alliance, we are facilitating the exchange of the biggest industry ideas and practices.”

“The intersection of commercial functions and technology has become increasingly important as hotels and hotel companies update their technology stacks with more customer database solutions, more of a guest orientation, and more guest facingsolutions,” said HSMAI President and CEO Robert A. Gilbert, CHME, CHBA. “All HFTP and HSMAI stakeholders want to attract more guests and provide a high level of guest satisfaction. We’re excited to continue and expand our partnership with HFTP which includes providing ROC attendees a complimentary pass to the HITEC trade show.”

A new collaboration between HSMAI and HFTP is the addition of the Technology Innovation entry category to the HSMAI Adrian Awards — a 64-year awards program that spotlights excellence in hospitality advertising, digital marketing and public relations. This category honors innovations in sales, marketing and guest satisfaction, revenue optimization technology and platforms that are powering the recovery. The inaugural winners will be announced in Spring 2022.

In addition, HSMAI will co-locate its Commercial Strategy Week events at HFTP’s HITEC North America, in Orlando in 2022. First is its Marketing Strategy Conference on June 28. The following day is the HSMAI ROC Americas on June 29. HSMAI Commercial Strategy Week reflects the convergence of marketing, revenue optimization, and other commercial functions into new and evolving commercial strategy organizations inside many hotel companies.

Celebrating its 50th Anniversary in 2022, HITEC North America will take place on June 27–30 at the Orange County Convention Center in Orlando, Florida USA. HITEC is the world's largest hospitality technology exposition and conference. It offers a unique combination of top-notch hospitality technology education, led by industry peers and experts, and an unparalleled trade show showcasing the latest hospitality technology products and services.

As part of the HFTP and HSMAI agreement, attendees to the HSMAI co-located events will get a complimentary HITEC Exhibits Pass. This includes entrance to all three days of exhibits and the HITEC Headliner sessions, including HFTP’s Entrepreneur 20X competition.

Registration for HITEC Orlando is now open. Registration for the HSMAI Commercial Strategy Week events are set to open soon. 


The Hospitality Sales and 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 association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Marketing Strategy Conference, Adrian Awards, and HSMAI ROC. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at hsmai.org.

About HFTP

Hospitality Financial and Technology Professionals (HFTP®), established in 1952, is a hospitality nonprofit association headquartered in Austin, Texas USA with offices in the EU and Middle East. HFTP is recognized as the spokes group for the finance and technology segments of the hospitality industry with an international network of members and stakeholders. HFTP uniquely understands the industry's pressing issues, and assists its stakeholders in finding solutions to their challenges more efficiently than any organization. HFTP offers expert networks, educational resources, career development programs, research, leadership opportunities and conferences and events. HFTP produces international events throughout the year, including the world's largest hospitality technology tradeshow and conference brand: HITEC. In addition, it oversees the hospitality-specific Pineapplesearch.com® and the Uniform System of Accounts for the Lodging Industry (USALI). For more information about HFTP, visit www.hftp.org. For the latest news, visit the HFTP News page at news.hftp.org and the HFTP Connect blog at blog.hftp.org.

For more information about HFTP, visit www.hftp.org

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Hospitality Financial and Technology Professionals (HFTP)

7301 Ranch Rd 620 N, Ste 155-193
Austin, TX 78726-4537
United States
Phone: 1 (512) 249-5333