The forces shaping talent in hospitality — particularly in sales, marketing, and revenue optimization — are evolving at unprecedented speed.
Many of the themes remain consistent year over year, yet powerful new shifts are emerging that will redefine the future of work in our industry.
At the center of this transformation is artificial intelligence — an epochal change with sweeping implications. The speed of its advancement is far beyond what anyone anticipated, and its impact on the commercial disciplines of hospitality will be profound.
AI offers extraordinary potential to enhance creativity, automate administrative tasks, and deliver personalization at scale. At the same time, it has the disruptive power to reshape job descriptions, displace traditional roles, and alter career pathways across sales, marketing, and revenue management.
Alongside this technological transformation, hospitality is facing a structural challenge: a shrinking employment base and intensifying competition for skilled professionals. Talent is no longer abundant; it is scarce. In this environment, talent is the ultimate differentiator.
The companies that win will be those that place talent strategy at the top of their priorities, making deliberate decisions about what to insource, what to outsource, and how to build centers of excellence that anchor growth, profitability, and long-term competitiveness.
Beyond AI and talent scarcity, several interrelated trends demand leadership attention:
- Demographic shifts — An aging workforce and the rise of Gen Z are changing perspectives on work and leadership.
- Workforce models — Gig and fractional staffing are reshaping traditional structures.
- Workplace expectations — Flexibility in hybrid and return-to-office policies have become non-negotiable.
- Culture and values — Employees expect inclusive leadership and workplaces where corporate values align with personal ones.
- Upskilling and adaptability — Crosstraining, collaboration, and continuous learning are now essential for resilience and growth.
In this environment, success requires an integrated approach: people strategy, revenue growth strategy, margin improvement strategy, and clearly defined centers of excellence. Each must work in concert to ensure both commercial performance and organizational health.
The HSMAI Foundation exists to advance commercial talent in hospitality. This signature Talent Report is its flagship contribution — a resource designed to help leaders understand the forces reshaping the workforce, anticipate the disruptions ahead, and apply best practices from HSMAI’s exemplary partners.
It is both a reflection of where we stand and a roadmap for where we must go, offering insights to help organizations sharpen their strategies, strengthen their cultures, and build the next generation of commercial excellence.
What is clear is this: the next five years in AI and talent strategy will define the next fifty for our industry. Those who act with foresight will shape the future. Those who delay will be left behind. The following nine trends are ranked by priority to guide decision makers.
Read the full report here
Methodology
This report highlights current and emerging trends and how current HSMAI members are addressing these evolving issues.
The sources of this report:
- Literature review of current media, studies, and viewpoints
- HSMAI Meetings and Conferences
- Interviews and engagement with industry professionals worldwide
- Case Studies
While this report provides an overview of the significant trends impacting our industry and offers references for a comprehensive analysis of each trend, the objective is to highlight these trends and, when possible, offer practical examples and guidance on managing these changes effectively.
Dorothy Dowling, (ISHC) is a seasoned management consultant and growth advisor, and is currently a Managing Director, with Horwath HTL. She has over 40 years of experience in the global hospitality industry. As the former Global Chief Marketing Officer and SVP of Sales at Best Western, she excelled at shaping marketing and commercial strategies. Dowling actively contributes to HSMAI and is a special advisor to the HSMAI Foundation Board. Her industry leadership earned her prestigious Lifetime Achievement awards from HSMAI, the NYU Investment Conference, and GBTA. She holds an Honours BA and MA from the University of Waterloo, completed executive programs at Harvard and MIT, and holds postgraduate certifications in D&I and ESG from Cornell. Dowling is also a public trustee at CubeSmart (NYSE:CUBE), the third largest Storage REIT, and is Director-certified by the National Association of Corporate Directors.
