Mission & Initiatives

The Foundation of the Hospitality Sales & Marketing Assocation International

Established in 1983 to serve as the research and educational arm of the Hospitality Sales and Marketing Association International. In 2018, The HSMAI Foundation established a new mission statement:
To elevate the overall caliber and performance of sales, marketing and revenue management professionals in the global hospitality industry by driving initiatives that will attract new talent, develop emerging talent, and engage existing talent.

Mission Pillar: Attract

Encourage and provide resources for students and other audiences seeking or exploring careers in hospitality sales, marketing and revenue optimization.

Examples of recent initiatives the HSMAI Foundation Board of Trustees has undertaken and intends to continue for 2023 include:

  • Engaging website with scheduled video testimonials and producing talent-centric content tagged to the Foundation
  • Publishing the annual State of Talent Report
  • Undertaking faculty forums surveys to update the database
  • Producing Intercollegiate Conferences
  • Facilitating Collegiate Case Competitions
  • Awarding grants to deserving students

Mission Pillar: Develop

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

Examples of recent initiatives the HSMAI Foundation Board of Trustees has undertaken and intends to continue for 2023 include:

  • Review and expand the library of online educational programs in the HSMAI Global Academy that are
    aligned with career paths in hospitality sales, marketing, and revenue
  • Support initiatives that foster the “convergence” of commercial functions in a career path
  • Publishing a Talent Best Practices articles series
  • Convening thought leaders and offering programming on hot topics like analytics and commercial strategy
  • Spotlighting companies for the U.S. Chamber Hiring our Hero’s program

Mission Pillar: Engage

Engage leaders in a way that mentors and encourages others to excel and retains them in hospitality.

Examples of recent initiatives the HSMAI Foundation Board of Trustees has undertaken and intends to continue for 2023 include:

  • Sponsoring HSMAI Rising Leader Councils for Sales, Marketing, and Revenue Optimization
  • Offering the Rising Leader Councils a StrengthFinders assessment
  • Forging DEI Partnerships to deliver HSMAI customized research and publications on topics of gender and diverse talent. Current partnerships include programs with Women in Travel Thrive and Tourism Diversity Matters.