Mission & Initiatives

The HSMAI Foundation

Our mission is to cultivate people.

We invest in a skilled and diverse commercial workforce for global hospitality to strengthen performance and ensure a thriving, competitive, and future-ready industry.

 

The HSMAI Foundation was initially established in 1983 to serve as the research and educational arm of the HSMAI.

Attract

Provide resources to anyone exploring careers in hospitality: sales, marketing, distribution, and revenue optimization.

 

Examples of recent initiatives:

  • Faculty engagement through webinars and a faculty newsletter
  • Publishing commercial strategy resource hub video library
  • Awarding scholarships to deserving students

Develop

Create and provide resources to re-skill and up-skill sales, marketing and revenue optimization talent.

 

Examples of recent initiatives:

  • Annual State of Talent Report offering cutting edge insights for commercial leaders
  • Research on career journeys
  • Funding the updating of certification materials

Engage

Create opportunities for networking, peer-learning, and mentoring to elevate and retain talent.

 

Examples of recent initiatives:

  • Funding HSMAI Rising Leader Councils for Sales, Marketing, and Revenue Optimization
  • Research around AI and commercial talent