Industry leaders gathered at The Savoy Hotel, London in January, to tackle pressing recruitment and retention challenges, while advancing pivotal HSMAI Europe initiatives such as FUTURE YOU, the Commercial Career Start Programme and the HSMAI Europe Mentor Programme.
In an era when attracting and retaining top talent remains a critical challenge for the hospitality industry, HSMAI Europe’s Senior Talent Executive Roundtable provided a much-needed forum for collaboration and strategic thinking. Held at The Savoy Hotel, London, on 15 January, the event brought together senior leaders from the association’s membership to address these challenges and shape a proactive vision for the future.
Chaired by Michael Wierling, Director of HR for Northern Europe at IHG Hotels & Resorts and Chair of the HSMAI Europe People & Culture Advisory Board, the session delved into innovative approaches to talent management, career development, and making hospitality an attractive and viable career choice for the next generation of professionals.
“Success in our industry depends on our ability to inspire and nurture the talent of tomorrow. Through collaboration and forward-thinking initiatives, we can redefine perceptions of hospitality careers and ensure our sector remains competitive and innovative.” said Wierling.
Industry challenges
The roundtable conversation highlighted several recruitment and retention hurdles the industry must overcome:
Perceptions of careers in hospitality: There is a widespread need to counter negative stereotypes and promote hospitality as a rewarding career path. Roundtable participants noted the importance of addressing misconceptions among parents and students, as well as improving the quality of internships to inspire rather than deter potential candidates. Clear, compelling messages about the opportunities and benefits of hospitality careers were identified as essential, with a “no-brainer” sales pitch listing motivations to join the sector suggested as one option.
Workforce retention: As employee expectations evolve, companies need to adapt by offering flexible schedules, meaningful benefits, and robust career development opportunities. Leaders emphasised the lack of succession planning in many organisations and called for talent management to be a shared responsibility across all hotel company departments – rather than relying solely on HR/Talent & Culture – with leaders of each held accountable through key performance indicators (KPIs).
Talent pipeline gaps: Building a pipeline of skilled professionals requires deeper engagement with educational institutions and a focus on continuous learning. Participants stressed that while new hotels are being built, not enough attention is being paid to recruiting and training the talent needed to staff them. Roles in sales, marketing, and revenue remain particularly hard to fill, with most hires coming from outside the industry.
HSMAI Europe initiatives and next steps
To tackle these challenges, HSMAI Europe has introduced a range of impactful initiatives, which were reviewed during the roundtable along with detailed development plans for each.
FUTURE YOU Recognised as a cornerstone initiative, HSMAI Europe’s FUTURE YOU inspires students and young professionals to pursue careers in hospitality. Through panel debates, networking opportunities, and real-life career stories shared by industry leaders, the programme highlights the wide range of opportunities in marketing, sales, branding, revenue management, restaurant management, distribution, hotel management, and beyond.
Following two pilot FUTURE YOU events in Oslo and a third Future FUTURE YOU held in Utrecht, Netherlands last year (now set to be annual in both cities), FUTURE YOU is set to expand to key cities including Paris, Berlin, London, Manchester, Lisbon and Athens in 2025 and 2026. The next steps involve securing local support from hotels and partners, identifying the best timing for each market, and streamlining the event format for rapid rollout.
Commercial Career Start ProgramLaunching in March 2025, this four-month program is tailored for final-year students and recent graduates transitioning into their first commercial roles, with three tracks available – sales, revenue, and marketing. Developed by HSMAI Europe’s Yana Kyrylyuk, the program’s Project Manager and former Chair of HSMAI Europe Student Council, bridges the gap between academic learning and employment, based on student feedback that hospitality schools do not offer the practical insights required for entry level jobs.
The Commercial Career Start Program features four months of weekly one-hour sessions, led by industry professionals, blending online learning with in-person opportunities. Students are given the chance to enrol in one, two, or all three disciplines, equipping them with practical skills for their first job, including interview requirements and understanding the differences between hotel and corporate roles.
To ensure its success, HSMAI Europe is calling for more hotel professionals to facilitate sessions locally, viewing the program as a way to strengthen talent pipelines and fill critical entry-level positions.
The program is supported by some of our major members such as; Marriott International, Intercontinental Hotel Group (IHG) and Wyndham Hotels & Resorts, with more to follow.
Find out more about the Commercial Career Start Program here
MentoringMentoring is a vital and well-established practice, with the HSMAI Europe Mentor Programme offering members opportunities to engage as both mentors and mentees.
The association is now aiming to expand this initiative, believing that everyone in the industry should have access to a mentor, no matter their career stage. Equally, hospitality professionals are encouraged to embrace mentoring, as it is both a rewarding and enriching experience.
Leaders at the roundtable emphasised the value of cross-discipline and cross-company mentorships. These partnerships focus on personal development rather than job-specific discussions, helping hospitality professionals stay on track in their career journeys. Mentoring is designed to shape future leaders while fostering balance in their personal and professional lives, it was noted.
To strengthen its mentoring programme, HSMAI Europe has entered into an agreement with Helle Luxe. As the head of the HSMAI Europe Mentor Programme, Helle will oversee mentor-mentee pairings, empowering participants to progress in their careers and realise their potential. Building a structured and impactful mentoring programme will also play a broader role in talent retention and satisfaction, leaders said.
A Collaborative vision
As the roundtable concluded, one message stood out: collaboration is key. By uniting industry leaders, educators, and young professionals, HSMAI Europe is building an ecosystem where talent can thrive. While the road ahead presents challenges, initiatives like FUTURE YOU, the Commercial Career Start Programme, and the HSMAI Europe Mentor Programme are positioning the hospitality industry to attract and retain the next generation of leaders.
About HSMAI Executive Roundtables
HSMAI Executive Roundtables are networks of like-minded senior leaders that meet face-to-face and virtually. They are a unique opportunity for executives to have meaningful dialogue in a confidential environment.
For more information, please contact HSMAI Europe at [email protected].
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