We all started somewhere. And while our journeys differ, one thing unites every hospitality professional: someone helped us along the way. A mentor who opened a door. A leader who invested in our growth. A colleague who encouraged us to pursue our passion for service. That support shaped our careers and strengthened our industry, fueling innovation, engagement, and commercial performance across hotels and brands worldwide.

Today, hospitality stands at a pivotal moment. Workforce dynamics have shifted, expectations have changed, and the competition for commercial talent has intensified. The HSMAI Foundation’s latest 2025–2026 State of Commercial Talent Report shows that attracting, developing, and retaining commercial talent is now one of the most urgent strategic priorities for hotel organizations. AI adoption, demographic shifts, and evolving career expectations are redefining the very nature of work, and our industry must adapt.

To secure a thriving future for hospitality, we need to invest in the people who power it. Your financial support enables the HSMAI Foundation to expand scholarships and grants, strengthen Rising Leader programs, deepen faculty engagement, and deliver future‑focused research that equips the industry to lead through change.

Together, we can build the next generation of commercial hospitality talent and ensure our industry continues to grow, innovate, and thrive.

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HSMAI Stories

The HSMAI Foundation is focused on continuously growing the industry through attracting, developing, and engaging top talent in revenue generation functions.

Through your contributions, funds will be deployed to:

Attract new talent from top hospitality and business schools. Provide and enhance cutting-edge instructional materials for faculty who teach sales, marketing, and revenue courses. This includes showcasing pathways for successful careers in hospitality and developing research such as the HSMAI Foundation State of Talent Report.
Develop emerging talent in hospitality through the funding of global Rising Leader Councils that recognize top sales, marketing and revenue performers in the under 30 age demographic, fostering their growth and development within the industry.
Engage and recognize diverse talent ensuring commercial career paths are demonstrated and fostered for underrepresented groups and full support of diversity, equity, inclusion, and belonging initiatives. This is accomplished through strategic partnerships, actionable research, grants, and scholarships.

As always, our efforts are relevant, informed by data and measured. Please see a summary of our initiatives by strategic pillar for more details.

We all have the opportunity to leave the industry a better place than we found it – and the time is now. Please consider making your tax-deductible pledge to support today.

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