Yana Kyrylyuk: Leading the Next Generation of Hospitality Professionals
When Yana Kyrylyuk first joined HSMAI Europe as a student, she never imagined it would define her entire career. Now, as the association’s new Young Talent Programme Manager, she is responsible for ensuring that students and young professionals have the resources, connections, and hands-on experience they need to succeed in hospitality.
Her role is a first for HSMAI Europe – a dedicated position focused entirely on creating opportunities for young people to grow, learn, and contribute to the industry through their involvement with the association, supporting them from their first exposure to hospitality through to leadership roles.
“I’ve been through this journey myself, I know what it’s like to be a student trying to figure out your place in the industry. Now, I want to help HSMAI Europe provide others with the same opportunities and experiences that shaped my journey.”
Yana says.
With her three years’ experience at HSMAI Europe and passion for the industry, Yana is more than ready to steer the association’s vision. Here’s how:
Creating a Pipeline of Young Talent
Yana’s focus is on ensuring that HSMAI Europe provides a clear, structured pathway for young professionals to develop their careers through their involvement with the association. From inspiring graduating high-school students to supporting rising industry leaders, her role involves creating and scaling up initiatives that make a tangible impact.
“HSMAI Europe is for all stages of a career, and that includes young people who are still studying or just starting out. We want to be the bridge that helps students and graduates move seamlessly into hospitality careers, giving them the experience, insights, and connections they need.”
she explains.
Below, Yana outlines the key initiatives she will oversee:
Future You
A flagship HSMAI Europe initiative, first conceived by the National Advisory Board in Norway, Future You, is dedicated to inspiring students – ranging from high school to university level – to consider careers in hospitality. Through panel debates, networking opportunities, and real-life career stories from industry leaders, Future You showcases the diversity of career paths within hospitality. Following successful pilot events in Oslo and the Netherlands, the programme is now set for expansion in 2025 and 2026, with cities under consideration including Paris, London, Manchester, Berlin and Frankfurt. Yana played a pivotal role in moderating the Netherlands edition, reinforcing how relatable young professionals can encourage students to pursue industry careers. By engaging with the industry early on, Future You acts as the first stepping stone in a young person’s hospitality journey.
Commercial Career Start Programme
Launching next month (March 2025), this initiative directly responds to the feedback from students who felt unprepared for their first commercial roles. Initiated by the Student Council under Yana’s leadership, this four-month programme bridges the gap between academic learning and practical industry requirements for entry-level positions. Participants choose between three tracks – sales, revenue, and marketing – attending weekly 90-minute sessions led by industry professionals. This combination of online learning and in-person opportunities ensures students gain practical insights into hospitality roles. Early interest has exceeded expectations, with students and graduates enrolling. The programme is also strengthening talent pipelines, with partner hospitality companies eager to connect with graduates who have completed the programme.
Student Council
Yana’s HSMAI Europe journey started three years ago with this initiative, which launched during the pandemic and was first chaired by Emile Schelfhout. As Young Talent Programme Manager, Yana now oversees the development of the council, which empowers students from member schools to act as ambassadors for HSMAI Europe, contributing to projects and engaging with industry professionals. Beyond fostering leadership skills, it provides a direct connection between academia and the professional world, ensuring students have the opportunity to interact with industry leaders before they graduate.
Volunteering and Internships
Understanding that flexibility is key to student engagement, HSMAI Europe is formalising opportunities for students and recent graduates to contribute based on their skills and interests. Whether assisting at events, supporting social media efforts, or taking on short-term projects, students gain valuable experience while enhancing HSMAI Europe’s reach. Additionally, structured internships lasting three to nine months are being introduced, enabling students to work on impactful projects within the association. These initiatives ensure that students gain practical exposure while studying, making them better prepared for full-time employment.
Graduation Projects
Final-year students looking for meaningful research opportunities can undertake graduation projects aligned with HSMAI Europe’s industry interests. These projects not only benefit students by providing them with practical experience but also support HSMAI Europe in gathering valuable insights for content creation and advisory board discussions.
Why Yana Chose HSMAI Europe Over a Hotel Career
Yana Kyrylyuk’s decision to stay with HSMAI Europe on graduating, rather than pursue a career with a hotel company, speaks volumes about the association’s impact and enveloping nature. While studying at Breda University of Applied Sciences, she explored many career paths, but it was HSMAI Europe’s dynamic, nurturing and multi-faceted approach to industry development that truly inspired her.
“Like many students, I wasn’t sure what I wanted to do, but through my involvement with HSMAI Europe, I discovered not just what interested me, but also what didn’t. University gave me theoretical knowledge, but HSMAI Europe exposed me to the reality of the industry – the challenges, the people, and the different career paths available.”
Yana admits.
That exposure was key. She saw sales, revenue,marketing and HR professionals in action. She listened to panel debates on technology and quickly realised it wasn’t her passion. But when discussions turned to the human side of hospitality – how teams work together, the difficulties of hiring and retention, the challenge of engaging young talent – she was hooked.
And why did she choose HSMAI Europe over offers to work in a corporate hospitality environment?
“Well, in many ways, working with HSMAI Europe means working with multiple hotel companies at once. It allows me to interact with a diverse range of professionals, understand industry challenges, and contribute to long-term solutions.”
she explains.
Her time as a student within HSMAI Europe provided invaluable coaching, exposure, and hands-on learning – an experience she hopes to share with others.
“The opportunities I’ve had through HSMAI Europe have been life-changing. Now, my mission is to help more students and young professionals benefit from the same support.”
she says.
Expanding the Horizon: The Future of HSMAI Europe’s Talent Development
One of HSMAI Europe’s strategic priorities is to inspire the next generation of leaders in the hospitality industry. The appointment of Yana marks another significant step in HSMAI Europe’s commitment to young talent development. The association’s student and young professional programmes will become an integrated, structured career development pipeline. Strengthening ties with educational institutions, expanding partnerships with hospitality businesses, and growing the reach of its volunteer network are all top priorities moving forward.
“HSMAI Europe is not just for senior professionals – it’s for every stage of a hospitality career, we are creating tangible opportunities for students and young professionals to gain the skills, experience, and confidence they need to succeed. The commitment HSMAI Europe shows to young talent is remarkable – it’s not an afterthought or a ‘nice to have’, it’s a core focus.”
Yana emphasises.
As the hospitality industry faces ongoing talent difficulties, HSMAI Europe’s accelerated efforts ensure the next generation of professionals is not only prepared but excited to lead. With structured programmes, industry collaborations, and real-world opportunities, the association is securing the future of hospitality.
