HSMAI Europe Creates AI Advisory Board for Hospitality Industry
HSMAI Europe has established an AI Advisory Board to help hospitality professionals understand how artificial intelligence affects their operations and commercial performance. The initiative launches with monthly meetings and will share findings across the membership through events and educational programs.
The board will focus on four areas: commercial performance, real-world use cases in hotels, leadership and governance structures, and how AI will shape the industry over the next one to three years. Benjamin Jost, founder and CEO of TrustYou, chairs the board.
Ingunn Hofseth, president and CEO of HSMAI Region Europe, said the board aims to provide members with "balanced, practical, and trustworthy insight - not hype." She added that the initiative reflects the organization's commitment to helping hotels understand what AI means for guest experience and competitive advantage.
What the Advisory Board Will Do
The board will meet monthly to exchange experiences and develop guidance that applies across the sector. HSMAI Europe plans to invite additional members from academic institutions and smaller hotel chains to balance theoretical knowledge with operational experience.
Jost said the board creates "a space where industry leaders can openly exchange experiences, share lessons learned, and develop practical guidance." He emphasized that AI adoption in hospitality is already happening and requires focus on both effectiveness and responsibility.
Why This Matters Now
Hotels are already using AI to manage operations, pricing, and guest interactions. The advisory board addresses a gap: most hospitality professionals lack clear frameworks for evaluating which AI applications deliver real commercial value versus those that don't.
For hotel leaders, the board offers a way to learn from peers facing the same decisions. Rather than experimenting in isolation, professionals can access tested approaches and understand the practical implications before implementation.
Learn more about AI for Hospitality & Events and AI for Executives & Strategy to strengthen your understanding of AI adoption in your role.
About HSMAI: HSMAI (Hospitality Sales and Marketing Association International) was founded in 1927 and operates as the world's largest association focused on sales, marketing, and revenue growth in hospitality. The European region serves the continent's hotel, tourism, and events sectors.
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