AI's Best Use Case? Giving Time Back

Sydnee Berger, Senior Sales Manager, Sojern, HSMAI Rising Sales Leader Council Member

Gabrielle Kantarovich, Senior National Sales Manager, Placemakr, HSMAI Rising Sales Leader Council Member

A recent discussion of the HSMAI Rising Sales Leader Council explored AI disruption and transformation in hospitality. The conversation focused on how hospitality professionals can adopt AI while preserving the human connection that defines the industry.

One breakout group discussed the question: What’s one task in your role that AI could realistically make easier? A common theme was efficiency. Participants described the challenge of managing hotel information across multiple systems, tools, and documents. The group discussed the need for a centralized, “one-stop shop” resource that could make information easier to access for both clients and guests. CRM activities and email drafting were also cited as areas where AI can save time. Automating routine tasks allows teams to spend more time on client relationships, business development, and service.

Across the broader discussion, participants repeatedly returned to the importance of human interaction. AI can help create content and organize information, but participants emphasized the need for human review, personalization, and creativity. As one rising leader put it, “we all desire the human connection.”

The conversation also included concerns about privacy, security, and the use of personal information. Participants discussed the importance of guardrails around guest data and the responsibility that comes with using AI-enabled tools.

Another topic focused on how travelers search and discover hotels. Participants discussed the importance of digital visibility and maintaining detailed website content that helps AI systems understand a property’s features and match them to traveler needs.

The session closed with a shared perspective that hospitality professionals do not need to become AI experts overnight. Learning how to work alongside AI, understanding its capabilities, and adapting as the technology evolves were viewed as valuable skills for the future.

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Questions for Teams

What skills do you think will become more important as AI becomes more common?
What’s one task in your role that AI could realistically make easier?
What do you think is the right balance between human interaction and automation in hospitality?