The Hospitality Sales and Marketing Association International (HSMAI) Foundation’s report explores the role of generative AI in talent management, emphasizing the need for strategic integration, skill-building initiatives, and effective leadership in the hospitality sector.
The Hospitality Sales and Marketing Association International (HSMAI) Foundation has published a special report titled “The State of Generative AI in Talent Management for Hotel Sales, Marketing, and Revenue Management”. This study draws on insights from numerous senior hospitality leaders who participated in interviews and online surveys.
The report’s main focus is to explore the ongoing effects of AI adoption on talent management, particularly in sales, marketing, and revenue management departments. It delves into the organizational changes necessary for integrating this technology and the potential challenges that could arise.
The study found that AI should be considered a central component of hotel talent strategies. This requires clear leadership direction on integrating the technology and maintaining open communication channels. Managers, on the other hand, should guide their teams through the process of incremental adoption. According to the report, if supported by tailored educational programs and strategic skill-building, this strategy could help hotel organizations fully leverage the benefits of AI-driven transformations.
Key Takeaways from the report include:
1. Generative AI adoption is no longer an experimental concept but a leadership-driven priority. However, the lack of unified governance across different functions can lead to confusion, making it challenging to align talent strategies with evolving technology.
2. While leaders are generally optimistic about AI, frontline associates are more cautious.
3. Barriers to AI adoption, such as limited awareness and insufficient training, underscore the need for structured skill-building initiatives.
4. AI’s ability to automate repetitive processes allows managers to focus on high-value activities, enhancing recruitment and development.
5. AI should be strategically integrated into talent strategies, requiring clear leadership direction, open communication, and tailored educational programs.
As AI becomes mainstream, hospitality leaders must ensure their teams have the necessary skills and knowledge to adapt. This includes providing tools that prepare employees at all levels—from entry-level professionals to executives—for industry demands.
The report’s authors, including Michael J. Goldrich, founder and chief advisor of Vivander Advisors and HSMAI Foundation board member, emphasize AI’s transformative potential in reshaping talent management in the hospitality industry.
The HSMAI Foundation’s report is a valuable resource for hospitality organizations looking to understand and navigate the AI-driven transformation in talent management. It underscores the critical need for proactive investment in training and communication to equip employees for the evolving landscape.
The full report and additional HSMAI Foundation research can be accessed at global.hsmai.org/research.
