HSMAI Europe launches AI Advisory Board to guide hotel industry beyond hype
HSMAI Europe has established an AI Advisory Board chaired by TrustYou CEO Ben Jost to produce practical guidance for hotels across the region. The board, launched two months ago, is already developing white papers, case studies and education content on AI content strategy, direct channels and hotel technology architecture.
The hospitality industry faces competing claims about AI's potential, but little consensus on where leaders should focus. The advisory board aims to close that gap by turning senior industry expertise into actionable resources.
Four priority areas identified
The board has identified initial themes for deeper exploration:
- Content strategy in the age of large language models
- The future of direct booking channels
- AI-native hotel technology architecture
- Maintaining visibility as travellers use AI-driven search and planning tools
Ben Jost said content strategy represents a near-term opportunity for hotels, while questions around direct channels and technology require longer-term planning. "There is a lot of chatter around AI, and we want to bring clarity," he said. "The role of the board is to break it down into digestible pieces the industry can understand and act on."
Who sits on the board
The advisory board brings together senior professionals from major hotel groups, technology vendors, educators and marketers. Members include representatives from Accor, Amadeus Hospitality, Marriott Hotels International, Radisson Hotel Group, Strawberry, Wyndham Hotels & Resorts and several technology companies.
The board meets monthly and tests its work against feedback from hotel leaders to ensure recommendations remain grounded in operational reality rather than abstract discussion.
Where findings will be shared
HSMAI Europe will share board insights through reports, case studies, education sessions and event content. The first public updates will come at the HSMAI Europe Fall Curate on November 4 in London and during Commercial Strategy Week from January 13-15, 2027.
Ingunn Hofseth, President & CEO of HSMAI Region Europe, said the initiative moves the industry beyond uncertainty. "What makes this valuable is the calibre and breadth of experience involved," she said. "Hotel companies, technology leaders, marketers and educators are working together for the good of our members."
For those responsible for commercial strategy or technology decisions in hospitality, resources on AI for Hospitality & Events and AI for Marketing offer related context on implementation approaches.
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