HSMAI Foundation Releases Report on AI’s Role in Hospitality Talent Management
The Hospitality Sales and Marketing Association International (HSMAI) Foundation has published a special report titled “AI-Powered Workforce: Hospitality’s Next Evolution”. This report explores how Artificial Intelligence (AI) is changing talent management within hotel sales, marketing, and revenue management teams.
This marks the first entry in the Foundation’s new quarterly talent insights series, offering actionable advice for hospitality leaders on integrating AI into recruitment, professional development, and retention strategies.
Expedia Group Case Study: AI in Sales Coaching
The report highlights a case study from Expedia Group, which used its Zoom Revenue Accelerator (ZRA) — a conversational intelligence platform — to embed learning directly into sales workflows. This approach shifted coaching from a sporadic, subjective task to a continuous, data-driven process.
Results included reduced administrative tasks, significant time savings, improved coaching quality, and measurable improvements in sales effectiveness.
Key Outcomes from Expedia’s AI Integration
- Time Savings: AI cut down post-call administrative work by over two minutes per call, freeing employees to focus on strategic tasks.
- Manager Productivity: 84% of managers reported saving at least one hour each week, allowing for more focused coaching sessions.
- Coaching Quality: 83% of managers noticed better guidance for their teams, fueled by data-driven feedback rather than anecdotal input.
- Seller Confidence and Performance: 70% of sales team members enhanced partner engagement and close rates, linking AI-driven training directly to improved results.
- Sales Effectiveness: Pitch success rates increased by 0.3%, showing a clear revenue impact across global teams.
Industry Leaders on AI in Hospitality Talent Management
Brian Hicks, President and CEO of HSMAI, commented, “AI is changing how hospitality organizations attract, develop, and keep talent. As the industry faces workforce shortages and digital shifts, AI adoption is a key strategy for maintaining growth and performance.”
Lori Kiel, HSMAI Foundation Chair and Senior Vice President of Revenue Management at Pyramid Global Hospitality, added, “Embedding AI into daily workflows, like Expedia’s use of conversational intelligence for real-time coaching, helps hotels boost performance, increase sales effectiveness, and improve employee engagement — all while maintaining the human touch that hospitality depends on.”
Accessing the Report
The report was created with support from HSMAI Foundation’s 2025 Corporate Talent Partners and industry experts in AI-driven talent solutions. Hospitality leaders interested in the detailed findings and further research can visit the HSMAI Foundation research page.
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