Home Hospitality Groundbreaking HSMAI Foundation State of Talent Report Released

Groundbreaking HSMAI Foundation State of Talent Report Released

The State of Hotel Sales, Marketing, and Revenue Optimization Talent: 2020-2021 Special Report has just been released by the HSMAI Foundation.

The report dives into 10 talent-related trends the Foundation has identified as key considerations for attracting new talent, developing emerging talent, and engaging existing talent.

“As we venture into a post-pandemic world, the need for talent has never been greater. Staffing challenges in sales, marketing, and revenue optimization are being felt across all hotel companies at the unit and corporate levels,” said Michelle Woodley, Chair, HSMAI Foundation and President, Preferred Hotels & Resorts. “The insights featured in this report offer food for thought for every leader in our profession as we continue to navigate how we cultivate the talent pipeline.”

The following outlines the talent-related trends the HSMAI Foundation has identified and discusses in its new report.

  1. Corporate culture and values matter.
  2. Expectations of leadership are changing.
  3. Mental health, safety, and well-being move to the forefront.
  4. Doing more with less is a treadmill.
  5. Silos continue to disappear.
  6. The above-property office community changes.
  7. KPIs and incentive plans are being reevaluated.
  8. Talent pipelines went dry, and new channels have to be tapped.
  9. Development, reskilling, and upskilling are necessities as technological acceleration continues.
  10. Organizations can lower turnover and increase retention.

To move forward while we continue to navigate this pandemic, we must look at the entire workforce ecosystem and reassess what it takes to find people who will take our businesses to the next level, as well as how we foster an environment of belonging, well-being, and understanding, writes report author Karen Wollard, Ed. D., CHDM.

The report is presented with the support of the members of the HSMAI Foundation Corporate Talent Partner Program. You can find The State of Hotel Sales, Marketing, and Revenue Optimization Talent: 2020-2021 report here.


HSMAI is a global organization of sales, marketing, and revenue optimization professionals representing all segments of the hospitality industry. With a strong focus on education, HSMAI leads the way in identifying and communicating trends in the hospitality industry. Operating as a leading voice for both hospitality and the sales, marketing, and revenue optimization disciplines, HSMAI connects its members with customers. Founded in the United States in 1927, HSMAI is a membership organization comprising 5,000 members from 35 countries and chapters worldwide. HSMAI operates around the globe via regional boards of directors and staff. There are four regions: the Americas, Asia Pacific, Europe, and the Middle East. Each region has signature programs and services for association members. HSMAI has a Global board which is made up of delegates from each region

Miranda Brown

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