McLean, VA – The Hospitality Sales and Marketing Association International (HSMAI) Foundation has released a special report, “The State of Generative AI in Talent Management for Hotel Sales, Marketing and Revenue Management,” which reveals critical insights on how generative AI will impact talent management and organizational strategy. The study was conducted through interviews and an online survey distributed to senior hospitality leaders, resulting in responses from a wide range of executives, including directors, vice presidents, and chief commercial officers.
The report explores how AI adoption is shaping talent management, especially across the sales, marketing, and revenue management functions. It provides a detailed analysis of the organizational shifts required to integrate this technology and the challenges that lie ahead.
Findings indicate that hotels should treat AI as a core part of their talent strategy. With this in mind, leaders must provide clear direction on how the tool is incorporated and keep communication channels open, while managers focus on guiding teams through incremental adoption. The report maintains that this approach, supported by customized education and strategic skill-building, will help hotel organizations realize the full potential of AI-driven transformation.
Key Takeaways:
Leadership-Driven Priority: Generative AI adoption is no longer experimental, but a priority led by senior decision-makers, however, a lack of unified governance across functions creates confusion and challenges in aligning talent strategies with evolving technology.
Bridging the Optimism Gap: While leaders are optimistic about AI, frontline associates exhibit caution.
Educational Focus: Barriers like limited awareness and inadequate training highlight the need for structured skill-building initiatives.
Enhancing Recruitment and Development: AI automates repetitive processes, allowing managers to focus on high-value activities.
Strategic Integration of AI: AI should be treated as a core component of talent strategies requiring clear leadership direction, open communication, and tailored education programs.
As AI continues to become mainstream, it’s critical for hospitality leaders to focus on empowering their teams with the skills and knowledge needed to adapt. These resources ensure employees at all levels—from entry-level professionals to executives—have access to tools that prepare them for industry demands. Brian Hicks, President & CEO of HSMAI
This report provides insights into how AI has the potential to reshape talent management in hospitality. The adoption of AI is transforming traditional roles, and it’s crucial for organizations to proactively invest in training and communication to ensure that employees are equipped to thrive in this new landscape. Lori Kiel, CHDM, HSMAI Foundation Chair and Senior Vice President of Revenue at Pyramid Global Hospitality
The report is authored by Michael J. Goldrich, the founder and chief advisor of Vivander Advisors, specializing in generative AI education and digital transformation strategies, and an HSMAI Foundation board member. The State of Generative AI report is made possible with the support of the HSMAI Foundation’s corporate talent partners.
To access the full report and additional HSMAI Foundation research, visit global.hsmai.org/research.
About the HSMAI Foundation
The HSMAI Foundation is a 501c3 organization established in 1983 to serve as the research and educational arm of the Hospitality Sales and Marketing Association International. The Foundation’s mission is to elevate the overall caliber and performance of sales, marketing, and revenue management professionals in the global hospitality industry by driving initiatives that will attract new talent, develop emerging talent and engage existing talent. The work of the Foundation is supported by private donations and Corporate Talent Partners. Visit www.hsmaifoundation.org for more information.
About HSMAI
The Hospitality Sales & 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, Sales Leader Forum, 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.
