In Brief: HSMAI Europe has initiated an AI Advisory Board, a new entity aimed at steering the hospitality industry towards effective and practical utilization of artificial intelligence.
HSMAI Europe today announced the establishment of its new AI Advisory Board, a pan-European initiative designed to explore the real-world impact of artificial intelligence on the hospitality industry and support members with practical insights, frameworks, and responsible approaches to AI adoption.
The Advisory Board will act as a professional, and industry-focused group supporting HSMAI Europe in strengthening its role as a trusted knowledge platform for commercial leadership in hospitality. The initiative reflects HSMAI Europe’s commitment to helping the industry navigate technological change with realism, responsibility, and collaboration.
The advisory board will focus on key areas including commercial performance, real-world hospitality use cases, leadership and governance, and forward-looking perspectives on how AI will shape the industry over the next 12–36 months.
Confirmed members of the AI Advisory Board:
HSMAI Europe will also invite additional members to this advisory board from academia and smaller hotel chains to ensure the advisory board reflects both theoretical insight and operational experience across the sector.
“Artificial intelligence is already influencing how hospitality organizations operate, compete, and grow. With this Advisory Board, we want to ensure our members have access to balanced, practical, and trustworthy insight — not hype. By bringing together leaders from across the industry, we can help hotels understand what AI truly means for commercial performance, leadership, and guest experience.”
Ingunn Hofseth President & CEO of HSMAI Region Europe
The AI Advisory Board will be chaired by Benjamin Jost, Founder & CEO of TrustYou.
Benjamin Jost, Founder & CEO of TrustYou and Chair of the HSMAI Europe AI Advisory Board, said:
“AI is no longer a future topic for hospitality — it is a present-day operational reality. The goal of this Advisory Board is to create a space where industry leaders can openly exchange experiences, share lessons learned, and develop practical guidance that benefits the entire sector. By working together across companies and disciplines, we can help ensure AI adoption in hospitality is both effective and responsible.”
The advisory board will meet monthly, and key insights from discussions will be shared with HSMAI Europe members through events, education initiatives, and industry communications.
About HSMAI Region Europe
HSMAI – Hospitality Sales and Marketing Association International – is a global membership organisation founded in the United States in 1927 and the world’s largest and most active association dedicated to sales, marketing, and revenue growth in the hospitality industry. HSMAI Region Europe is the European arm of the organisation.
HSMAI Europe is committed to advancing commercial excellence across the hospitality sector through professional development, strategic insight, sustainability leadership, and industry collaboration. www.hsmai.eu
