ShareThe latest news from the Foundation
How are hospitality students using generative AI today, and what does it mean for tomorrow’s commercial workforce? This new HSMAI Foundation case study explores emerging AI habits, skill gaps, and opportunities to prepare the next generation of hospitality talent.
HSMAI Celebrates 69th Annual Adrian Awards
The HSMAI Foundation recognized the outstanding achievements in travel and hospitality marketing during the 2026 Adrian Awards Celebration at the New York Marriott Marquis. The event brought together more than 500 industry leaders to honor the campaigns, brands, and marketers driving innovation, creativity, and meaningful impact across the travel industry.
HSMAI Foundation Publishes Report on the State of Generative AI in Commercial Talent Management
The HSMAI Foundation has released a new research report exploring the growing role of generative AI in hotel sales, marketing, and revenue management. Based on insights from hospitality executives, the study examines how AI is reshaping talent management strategies, workforce development, and organizational priorities across the industry.
The report highlights the importance of treating AI as a core component of talent strategy, emphasizing leadership-driven adoption, employee training, and clear communication. It also explores how AI can enhance recruitment, streamline routine tasks, and help hospitality organizations build the skills needed to thrive in an increasingly technology-driven environment.
The HSMAI Foundation has announced the recipients of the 2026 Robert A. Gilbert Award for Career Achievement in Commercial Strategy, recognizing hospitality leaders whose careers have advanced the disciplines of sales, marketing, distribution, and revenue optimization. Named in honor of former HSMAI President & CEO Bob Gilbert, the award celebrates individuals whose leadership, innovation, and commitment to the industry have left a lasting impact.
HSMAI Appoints Bree Brostko as Vice President of Marketing and Communications
The HSMAI Foundation has announced the appointment of Bree Brostko as Vice President of Marketing and Communications for HSMAI Americas. Bringing more than 20 years of experience in hospitality operations, brand strategy, and marketing leadership, Brostko will lead initiatives focused on strengthening HSMAI’s brand presence, expanding member engagement, and advancing the association’s mission to fuel sales, inspire marketing, and optimize revenue for hospitality professionals worldwide.
