HSMAI Europe Announces Strategic Partnership with TrustYou for 2026–2027
AI-powered hospitality platform becomes Platinum Partner for the Commercial Strategy Conference and Data Insights Partner across HSMAI Europe programmes.
London, December 11th, 2025 – HSMAI Europe is pleased to announce a two-year strategic partnership with TrustYou, the leading hospitality AI platform specialising in guest intelligence, reputation management, and data-driven customer experience optimisation. Under the agreement, TrustYou becomes an HSMAI Europe Organisational Vendor Member and enters into a two-year strategic sponsor partnership, bringing deep guest-intelligence expertise into HSMAI Europe’s growing portfolio of initiatives and industry programmes.
Platinum Partner for the HSMAI Europe Commercial Strategy Conference
As part of the collaboration, TrustYou will serve as a Platinum Sponsor of the HSMAI Europe Commercial Strategy Conference in both 2026 and 2027, beginning with the flagship 2026 event on 15 January at the InterContinental London Park Lane, held during Commercial Strategy Week, 14–16 January.
TrustYou’s contributions will include:
- Sharing insights from guest-experience and reputation data
- Participating in conference sessions and panels
- Supporting engagement with commercial leaders from across Europe
This collaboration reinforces HSMAI Europe’s commitment to equipping industry leaders with timely and actionable insights at a pivotal moment for the hospitality sector.
Data Insights Partner Across Europe
Beyond the conference, TrustYou will also serve as Data Insights Partner for HSMAI Europe.
Over the two-year period, TrustYou will contribute to:
- Local events across Europe
- Educational programming and masterclasses
- Co-branded data releases under “HSMAI Data Insights Powered by TrustYou”
- Advisory board and council participation
- HSMAI Europe’s communications and industry visibility initiatives
Together, these efforts will help hospitality professionals explore emerging trends, benchmark guest-experience performance, and understand the commercial implications of shifting guest expectations.
A Trusted Collaboration
If you haven’t registered yet for the HSMAI Europe Commercial Strategy Conference 2026, there’s still time – click here to secure your place.
Commenting on the partnership, Ingunn Hofseth, President & CEO, HSMAI Europe, said:
“This is a significant partnership for HSMAI Europe, bringing TrustYou’s expertise in guest-intelligence and AI-powered analysis into our work at a time when these insights are essential for the industry.
Their contribution will support HSMAI Europe’s members and network with the knowledge and perspective needed to strengthen their commercial strategies in an increasingly competitive and disruptive environment.
TrustYou’s new Chief Revenue Officer, Steven Dow, has been a long-standing and greatly valued supporter of HSMAI Europe, and we are delighted to formalise this partnership under his strategic guidance as we look ahead to an ambitious two years.”
Drawing on more than a decade of involvement with HSMAI Europe, and reflecting on the new partnership, Steven Dow, Chief Revenue Officer, TrustYou, said:
“I am incredibly proud to formalise this strategic partnership with HSMAI. Having been involved with the organisation for more than 12 years, first as a global hotel operator, then through initiatives such as the Commercial Summer Camp and my time as Vice Chair of the HSMAI Europe Revenue Management Advisory Board, I have seen first-hand the immense value HSMAI brings to the hospitality industry. Its commitment to developing talent, elevating commercial disciplines, and driving industry collaboration is something I have always admired.
“At TrustYou, we believe that guest intelligence is the foundation of modern hospitality. With our Customer Experience Platform, Customer Data Platform, and AI Agents, we bring together public and private guest knowledge to power real-time engagement throughout the whole journey. After a successful trial, we are excited to provide HSMAI and its community with this unified intelligence so that every organisation can understand what guests see, say, and feel at every moment.
“In today’s hospitality environment, where guest sentiment and real-time feedback matter more than ever, this partnership is a natural fit. We are honoured to become HSMAI’s Data Insight Partner and to help elevate hotel performance across Europe through meaningful, guest-driven insights.”
About TrustYou
TrustYou is the number one hospitality AI platform. Since 2008, hospitality brands around the world have used TrustYou to transform guest feedback, customer data, and automated interactions into revenue-generating opportunities.
Customer Experience Platform (CXP): AI-powered insights for exceptional guest experiences. Improve service quality based on surveys and reviews across the web, respond to all feedback with the help of AI, and market your reputation.
Customer Data Platform (CDP): AI-powered customer data management for more direct bookings. Merge and master customer data, manage consent, and transform insights into effective marketing, personalised journeys, and higher lifetime value.
AI Agents: Intelligent, always-on agents that boost productivity and reduce operational costs. Available 24/7, they provide instant, personalised recommendations, answer inquiries, and optimise direct booking conversions.
Learn more at www.trustyou.com
About HSMAI Europe
HSMAI – Hospitality Sales and Marketing Association International – is a global organization founded in the US in 1927. HSMAI Region Europe is the European arm of the organization, aiming to be a key influencer, pioneer, and the go-to industry resource for professional development, commercial strategies, and sustainability in the hospitality industry.
Learn more at www.hsmai.eu
