McLean, VA (Mar. 9, 2023) The Hospitality Sales & Marketing Association International (HSMAI) Foundation is thrilled to announce its second Annual State of Talent report. Released with the support of the Foundation’s corporate talent partners, the report highlights eight trends that are impacting the talent within sales, marketing, and revenue optimization departments.

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The result of hundreds of hours of research, dozens of Executive Roundtables, eight Academic Forums, three major U.S. conferences, three global conferences, and more, HSMAI Foundation provides insight into attracting new talent, developing emerging talent, and engaging existing talent. Each trend is paired with actionable advice, useful tools and best practices for hospitality entities to leverage within their own companies.

“We have spent the last four years watching our industry grapple with talent challenges while surviving the worst disruption in travel in nearly 100 years,” explains Robert Gilbert, Executive Director of the HSMAI Foundation. “Talent shortages continue to drive decisions even as hotel commercial teams meet and surpass 2019 figures.”

The eight trends highlighted and the implications for sales, marketing, and revenue professionals in the report are:

  • Mental health, safety, and wellbeing are essential

  • Corporate culture and values matter

  • Commercial strategy accelerates

  • Collaboration is crucial

  • New talent pipelines require nurturing

  • Development, reskilling and upskilling gain importance

  • Marketing professionals help in recruitment and retention

  • Flexible work is here to stay

“In the past three years the hospitality industry has learned, unlearned, and relearned that it is important to maintain a level of flexibility to stay resilient,” said Michelle Woodley, Chair of the HSMAI Foundation, and President of Preferred Travel Group. “The travel landscape will continue to fluctuate, as it always has. Hospitality must adapt without losing the human element and the service experiences that make people want to travel.”