- HSMAI: Hospitality students use AI tools but lack training.
- Main uses include writing, research and conversation.
- The report finds a gap between expectations and AI use in recruitment.
HOSPITALITY STUDENTS ARE confident using AI tools like ChatGPT, but many say programs do not prepare them to use it responsibly in business settings, according to the Hospitality Sales and Marketing Association International Foundation. The report identifies an “AI literacy mismatch” between classroom use and operational readiness.
The report, “Case Study: The Future Talent Pipeline,” is the final installment in the McLean, Virginia–based association’s research series on generative AI and talent management in hospitality commercial disciplines. It examines how hospitality students use generative AI in academic work and what this means for the future commercial workforce.
“Students are entering the workforce with established AI habits and confidence, but employers must equip future talent with the training, governance and decision-making frameworks needed to apply AI tools successfully in real-world hotel operations,” said Brian Hicks, HSMAI president and CEO.
The report identified a “confidence-preparedness paradox.” Students rated their confidence in applying AI to workplace tasks at 3.24 out of 5 and their academic preparation at 2.78 out of 5, suggesting they develop AI skills through independent experimentation rather than structured coursework.
Students mainly use AI for writing, research and conversation, while use for operational and analytical tasks is less common, despite identifying data analysis as an important career skill.
The report found a gap between students’ expectations and use of AI in recruitment. Many expect employers to use AI in hiring and screening, but few use AI tools in their own job searches.
The study recommends that hospitality organizations strengthen onboarding, governance, AI validation, and operational training as generative AI adoption expands across the industry.
Amanda Voss, HSMAI Foundation chair, said hospitality is a people-first industry and that will not change.
“What will change is how organizations prepare and empower their teams,” she said. “Companies that invest early in AI education and operational readiness will be best positioned to develop future commercial talent.”
The study also outlines guidance for employers on recruitment, professional development, retention and workplace trust, recommending that AI be used beyond writing tasks toward operational analytics, decision support and commercial performance.
In December, HSMAI reported that generative artificial intelligence is changing executive hiring in hospitality by speeding recruitment and expanding candidate pools. AI tools cut search workloads by 60 to 80 percent and 51 percent of organizations use AI for decision-making insights.
