McLean, VA – The Hospitality Sales and Marketing Association International (HSMAI) Foundation has released a special report, “AI-Powered Workforce: Hospitality’s Next Evolution,” examining how Artificial Intelligence (AI) is transforming talent management for hotel sales, marketing, and revenue management teams. The first installment of the Foundation’s ongoing quarterly talent insights series, the report offers practical guidance for hospitality leaders on embedding AI into professional development, recruitment, and retention strategies.
The report examines a case study from the Expedia Group on how it leveraged its Zoom Revenue Accelerator (ZRA), a conversational intelligence platform, to integrate learning directly into sales workflows—transforming coaching from a subjective, event-based activity into a continuous, data-driven process. Outcomes included reduced administrative work, significant time savings, stronger coaching quality, and measurable gains in sales effectiveness.
Key findings from Expedia’s use of AI included:
- Time Savings: AI reduced post-call administrative work by more than two minutes per call, freeing staff for strategic, high-value activities
- Manager Productivity: 84% of managers reported saving at least one hour weekly, enabling more focused coaching
- Coaching Quality: 83% of managers observed improvements in their ability to guide teams effectively, with feedback driven by data instead of anecdote
- Seller Confidence and Performance: 70% of sales team members improved partner engagement and close rates, directly connecting AI-driven development to results
- Sales Effectiveness: Pitch success rates increased by 0.3%, demonstrating measurable revenue impact across global teams
AI is transforming how hospitality organizations attract, develop, and retain talent. As the industry navigates digital transformation and workforce shortages, AI integration has become an essential strategy for sustaining growth and performance. This report provides hotel leaders with strategies to apply AI in ways that help teams thrive while driving measurable business results. Brian Hicks, President and CEO of HSMAI
Lori Kiel, HSMAI Foundation Chair and Senior Vice President of Revenue Management at Pyramid Global Hospitality, added: By embedding AI into daily workflows, like Expedia Group’s use of conversational intelligence to deliver real-time coaching, hotels can measurably improve performance, boost sales effectiveness, and strengthen employee engagement, all while preserving the human connection that defines hospitality.
The report is made possible with the support of the HSMAI Foundation’s 2025 Corporate Talent Partners and authored in collaboration with industry experts in AI-driven talent solutions.
To access the full report and additional HSMAI Foundation research, visit global.hsmai.org/research.
About the HSMAI Foundation
The HSMAI Foundation is a 501c3 organization established in 1983 to serve as the research and educational arm of the Hospitality Sales and Marketing Association International. The Foundation’s mission is 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. The work of the Foundation is supported by private donations and Corporate Talent Partners. Visit www.hsmaifoundation.org for more information.
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