MASTERCLASS: What Has Changed Changes Everything
Rethinking hotel commercial strategy in an AI-driven world - from an outside-in perspective, unlocking growth opportunities across channels.
A lot has changed in how travellers discover and book hotels.
AI is beginning to influence how hotels are found.
Distribution has evolved, with blurred lines between channels.
And technology is more powerful than ever - yet often still used in isolation.
At the same time, many commercial teams continue to operate in silos, limiting their ability to fully capitalise on these shifts.
This masterclass is designed to address exactly that.
Bringing together thought leadership and practical application, it offers a clear, outside-in perspective on today’s commercial landscape - and what to do about it.
Rethinking hotel commercial strategy in an AI-driven world - from an outside-in perspective, unlocking growth opportunities across channels.
A lot has changed in how travellers discover and book hotels.
AI is beginning to influence how hotels are found.
Distribution has evolved, with blurred lines between channels.
And technology is more powerful than ever - yet often still used in isolation.
At the same time, many commercial teams continue to operate in silos, limiting their ability to fully capitalise on these shifts.
This masterclass is designed to address exactly that.
Bringing together thought leadership and practical application, it offers a clear, outside-in perspective on today’s commercial landscape - and what to do about it.
What You Will Gain
- A clear understanding of how traveller behaviour has evolved
- Insight into AI and hotel “findability”
- A connected view of sales, marketing and revenue - and how decisions impact each other
- A more structured approach to distribution and demand generation
- Practical ways to translate these changes into stronger commercial and sales outcomes
Session Format
Part 1 – Understanding the Shift (CUBE)
A structured perspective on what has changed and what it means across the commercial ecosystem
Part 2 – Turning Insight into Action (aQedina)
Practical application, interactive elements and B2B-focused activation
Who Should Attend
- Commercial Directors and Directors of Sales & Marketing
- Revenue and Distribution leaders
- General Managers and aspiring General Managers
- Emerging commercial leaders (future DOSMs and GMs)
- Senior team members across sales, marketing and revenue
Lineup
Philip Schaetz
Siv Forlie
Tareq Bagaeen
Sigrid Stelling
Good to know
Highlights
- 9 hours
- In person
Refund Policy
Location
Sofitel Bangkok Sukhumvit
189 Soi 13-15
Watthana, Krung Thep Maha Nakhon 10110
How do you want to get there?
Agenda
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Part 1 – The Shift: Understanding what has change what it means
This session explores how traveller behaviour has fundamentally evolved and what that means for today’s commercial landscape. It covers the new rules of visibility driven by AI and search, the increasingly blurred lines across distribution channels, and the hidden dependencies between them. It also looks at how CRM, BI, and distribution need to work as one connected ecosystem, why silos across revenue, marketing, and sales create real commercial cost, and what practical starting points hotels can take to respond.
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Networking Lunch - Connect & Exchange
More than a break. An opportunity to continue the conversation, share perspectives, and challenge ideas with peers - beyond the conference room.
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Part 2 – The Response: Turning insight into practical action and revenue
This session focuses on translating industry shifts into real commercial opportunity. It explores how to rethink sales conversations and positioning across all demand channels, how to align commercial teams around a clear and unified strategy, and how to move from analysis to action. Through practical application and interactive working sessions, participants will begin to embed the approach into their own business context.