Summary:
- AI is reshaping hospitality jobs, careers and priorities, HSMAI reported.
- For the next five years, AI and talent strategy will shape the industry’s next 50.
- The report was authored by Dorothy Dowling, managing director at Horwath HTL.
ARTIFICIAL INTELLIGENCE IS reshaping jobs, careers and organizational priorities, according to the Hospitality Sales & Marketing Association International Foundation. Amid a shrinking workforce and rising competition for talent, people have become the ultimate differentiator and organizations that put them first will lead the industry.
HSMAI’s fourth annual “State of Talent Report” outlines changes in the 2025 workplace driven by AI, demographic shifts and post-pandemic evolution. It identifies key trends affecting talent in hospitality’s sales, marketing and revenue disciplines.
“AI has moved from a future consideration to a current imperative,” said Brian Hicks, HSMAI’s president and CEO. “Its speed, scale and potential are unlike anything hospitality has seen since computerization. Organizations that act decisively to integrate AI into their commercial strategies, while investing in upskilling and leadership, will define the next era of hospitality.”
This year’s report emphasizes that the next five years in AI and talent strategy will shape the industry’s next 50. The association noted that winning organizations place talent strategy at the core of their business, deciding what to insource, what to outsource and how to create an environment that drives growth, profitability and competitiveness.
Lori Kiel, chair of HSMAI Foundation and senior vice president of revenue management at Pyramid Global Hospitality, said the industry’s commercial success depends on aligning people strategy with revenue growth strategy.
“AI, demographic change and workforce expectations are rewriting the playbook — and organizations that invest now in talent excellence will shape the industry’s next chapter,” Hicks said.
Dorothy Dowling, managing director of Horwath HTL and special advisor to the HSMAI Foundation board, authored the report.
In 2024, the Hospitality Sales & Marketing Association International launched its Certified Hotel Sales Leader program, highlighting skills in leadership, commercial acumen and effective sales practices to drive revenue.
