The Hospitality Sales and Marketing Association International Foundation has released a report examining how artificial intelligence is impacting workforce development in hotel sales, marketing and revenue management.
The report, entitled “AI-Powered Workforce: Hospitality’s Next Evolution,” highlights how companies are embedding AI into recruitment, training and retention strategies. A case study from Expedia Group shows how its Zoom Revenue Accelerator platform streamlined coaching and enhanced sales outcomes.
Key findings included time savings of more than two minutes per call; 84 percent of managers reporting at least one hour saved weekly; 83 percent citing stronger coaching quality; and 70 percent of sales staff improving partner engagement and close rates. Overall pitch success rates increased by 0.3 percent, according to the report.
“AI is transforming how hospitality organizations attract, develop, and retain talent,” Brian Hicks, HSMAI president and CEO, said in a statement.
Lori Kiel, HSMAI Foundation chair, also noted that integrating AI into daily workflows can enhance performance while maintaining “the human connection that defines hospitality.”
The report is the first in HSMAI’s quarterly talent insights series and was developed with input from industry experts and support from the Foundation’s 2025 Corporate Talent Partners.