The Certified Hospitality Sales & Marketing Specialist (CHSMS) certification program is a professional credential designed to equip hospitality professionals with the tactical skills and specialized knowledge required to drive sales and execute marketing initiatives within the dynamic hospitality sector. As the competition for guest loyalty and market share intensifies, hospitality organizations increasingly rely on skilled specialists who can implement targeted sales approaches and agile marketing campaigns. The CHSMS program offers a focused, practical learning experience to develop these critical capabilities.

This certification covers the essential functions and operational responsibilities of hospitality sales and marketing teams. From identifying market opportunities to promoting services, managing customer relationships, and analyzing performance data, CHSMS prepares individuals to contribute meaningfully to business growth. The program is structured to align with real-world hospitality environments—such as hotels, resorts, restaurants, and travel services—where professionals must balance brand representation, client engagement, and revenue generation. Participants will gain the tools needed to support senior executives, execute marketing plans, and drive direct sales with measurable outcomes.

Certification Program Objectives:

Upon completing the Certified Hospitality Sales & Marketing Specialist (CHSMS) program, participants will be able to:

• Understand Sales and Marketing Fundamentals: Grasp the core principles and daily responsibilities of hospitality sales and marketing, including lead generation, promotions, and sales outreach.
• Develop Market-Focused Strategies: Analyze competitive landscapes and customer behaviors to contribute to effective sales and marketing tactics.
• Enhance Customer Engagement: Build lasting relationships through service excellence, follow-up strategies, and client-focused communication.
• Uphold Ethics and Compliance Standards: Apply ethical practices in marketing communications, sales approaches, and data management.
• Support Negotiation and Deal Execution: Assist in proposal development, negotiations, and closing deals while maintaining brand integrity.
• Track and Analyze Sales and Marketing Metrics: Use key performance indicators (KPIs) and analytics tools to monitor campaign results and support continuous improvement.

Certification Eligibility Criteria:

To apply for certification from The American Institute of Business and Management (AIBM) and its allied institutions, candidates must meet at least one of the following criteria:

• A Bachelor’s degree from a recognized institution

And/or

• 2 to 5 years of relevant work experience in the related professional field.

Note: Applicants who do not hold a Bachelor’s degree but possess exceptional professional experience and hold significant positions within their organizations in a relevant field may also be considered for certification on a case-by-case basis, subject to the approval of the AIBM evaluation committee.

Certifying Examination:

• To be certified as CHSMS, student should take up a 1.5 hours online exam conducted by AIHHM.
• The qualifying exam would consist of 50 multiple choice questions, testing core certification modules.
• Professionals with relevant experience and other qualifying criteria may be exempted from the examination.

Certification Modules:

• Module 1: Hospitality Sales and Marketing Fundamentals
• Module 2: Market Research and Strategy Execution
• Module 3: Client Interaction and Relationship Management
• Module 4: Ethics and Regulations in Hospitality Sales
• Module 5: Practical Sales and Negotiation Techniques
• Module 6: Measuring Sales and Marketing Performance

* The modules of the certification are constantly updated and are subject to change.

Who Should Do This Certification:

The CHSMS certification is designed for individuals working in, or aspiring to enter, operational sales and marketing roles within the hospitality industry. This includes support staff, junior executives, and those contributing directly to client outreach, promotions, or revenue initiatives. It is particularly beneficial for:

• Sales Coordinators and Support Specialists: Team members assisting with hotel bookings, event inquiries, and corporate accounts who want to grow into more strategic sales roles.
• Marketing Assistants and Digital Executives: Those working with marketing teams to create content, run social media campaigns, or manage promotional materials and want to gain structured knowledge in hospitality-focused strategies.
• Guest Services and Front Desk Agents: Employees who often interact with guests and have the potential to upsell services or contribute to promotional efforts can leverage this certification to transition into sales and marketing departments.
• F&B and Events Team Members: Professionals involved in banquet sales, event coordination, or group reservations who need to understand customer engagement, pricing, and promotions.
• Tourism Sales Agents and Travel Consultants: Individuals promoting hospitality products and packages in travel agencies or tourism boards who seek a specialized credential in hospitality marketing.
• Small Hotel and Restaurant Staff: Team members in independent or boutique properties who wear multiple hats and are responsible for marketing, guest communication, and basic sales functions.
• Recent Graduates in Hospitality and Marketing: Those entering the hospitality workforce who want a competitive edge and structured pathway into sales and marketing roles.

The CHSMS certification offers a practical, industry-aligned qualification for emerging professionals who want to actively support sales initiatives, increase bookings, and ensure excellent guest engagement through marketing and service. It bridges the gap between front-line operations and strategic marketing, empowering individuals to play a vital role in their organization’s growth.