Insights Type: Videos

What’s next for hospitality? Between generational shifts in the workforce, skyrocketing guest expectations, and new pressures on boutique hotels, uncertainty abounds. HSMAI President & CEO Brian Hicks recently dropped by the Good Morning Hospitality podcast to unpack it all, from loyalty programs and cruise ship emissions to what makes a truly standout hotel experience. Here are the can’t-miss takeaways from the conversation. 

1. Evolution of HSMAI’s Conference Strategy Reflects Industry Integration

HSMAI has merged its conferences into a single Commercial Strategy Conference, in response to the growing convergence of these disciplines within hotel organizations. This change aligns with how many hospitality brands now operate combining sales, revenue, and marketing teams into unified commercial units.  

2. Talent Challenges Span Generations and Hotels Offer Unique Flexibility

The workforce in hospitality continues to span a wide range of ages, from Gen Z to Boomers. This generational diversity demands tailored communication, motivation strategies, and flexible opportunities like part-time shifts. A key insight from HSMAI Foundation’s 2024 State of Talent report was the importance of understanding how the drivers like PTO, purpose, and community vary widely across age groups. 

3. Boutique Hotels Face Cost Pressures, But Innovation Creates Opportunity

Despite boutique hotels experiencing a strong 2024, rising costs for labor, food, and energy are causing concern. The success of boutique properties moving forward will hinge on lean staffing models, high ADRs, and personalized experiences. Those failing to differentiate or plan strategically may struggle. However, those embracing innovation, like pre-bookable experiences and a luxury positioning could thrive. 

4. Loyalty Programs Are Critical Tools in an Uncertain Market

With signs of the tightening of corporate travel budgets, loyalty programs are becoming an increasingly vital lever for brands to maintain occupancy and guest engagement. Expect to see more aggressive offers like bonus points and credit card sign-up perks. For travelers, it’s about value, recognition, and consistency, especially as elite status becomes harder to achieve. 

5. Sustainability Is a Rising Priority in Hospitality—Especially for Cruises

The cruise industry faces a major shift starting in 2026, when it will be required to pay for carbon emissions, prompting adjustments to operations and pricing. While cruise lines are already investing in newer, cleaner ships, this policy will intensify the need for environmentally conscious decisions.  

Listen to the full show to hear more about these topics and stay ahead in the industry!