New HSMAI Europe AI Advisory Board turns AI talk into action and high-level education for hotel industry
An Advisory Board of senior professionals from leading hotel groups and vendors to educators and marketeers cut through the AI hype to develop practical guidance for Europe’s hospitality industry
London, 3 June, 2026: The hotel industry is facing a flood of AI predictions, opinions and technology promises, but far less clarity on where leaders should focus and what they should do next. HSMAI Europe’s new AI Advisory Board closes that gap, turning senior industry expertise into practical education and guidance for hotels across the region.
Launched just two months ago, the high-calibre board is already moving at pace, having identified topics for white papers, case studies and best-practice content to help hotels understand where AI matters most, what to prioritise now and which developments require longer-term planning.
Themes earmarked for initial action include content strategy in the age of large language models, the future of direct channels, AI-native hotel technology architecture, and how hotels can maintain visibility as travellers increasingly use AI-driven search, recommendations and planning tools.
Ben Jost, Chair of the HSMAI Europe AI Advisory Board and CEO and Founder of hospitality AI platform TrustYou, said: “This is about industry education. There is a lot of chatter around AI, and we want to bring clarity.
“AI is a huge pie, and the role of the board is to break it down into digestible pieces the industry can understand and act on. Content strategy is already emerging as a low-hanging fruit opportunity for hotels, while bigger questions around direct channels and technology architecture require deeper exploration.
” A first-of-its-kind initiative, HSMAI Europe’s AI Advisory Board brings together senior professionals from leading hotel groups, technology companies, industry educators and marketers. Members meet each month and consist of the following:
Benjamin Jost
Chair, Owner & Founder, TrustYou
Javier Campo
SVP Europe, Amadeus Hospitality and Member of the HSMAI Europe Board of Directors
Olivier Chaffard
Vice President Sales Excellence, Accor
Gianni de Fede
Global Chief Commercial Officer, Radisson Hotel Group
Kari Anna Fiskvik
Chief Digital & Technology Officer, Strawberry
Linda Nordheim
Owner & CEO, Maverix
Menno Van Olphen
Senior Director Analytics, Marriott Hotels International
Anany Sharma
Administrator Sales Operations: EMEA, Wyndham Hotels & Resorts
Mark Struik
Partner, Conventus Consultants
Frederic Toitot
Founder, Hotels Games
Stephan Wiesener
Founder & CTO, Apaleo
The board’s mission is to turn lived industry experience and insight into resources and recommendations hotels can use, test and challenge.
Insights will be shared with HSMAI Europe members and the wider hospitality community through reports, case studies, education sessions, event content and industry communications. Feedback from hotel leaders will be used to test and refine the work, ensuring it remains grounded in the realities of the sector rather than abstract discussion or one-off commentary.
“This is about industry education. There is a lot of chatter around AI, and we want to bring clarity.
“AI is a huge pie, and the role of the board is to break it down into digestible pieces the industry can understand and act on. Content strategy is already emerging as a low-hanging fruit opportunity for hotels, while bigger questions around direct channels and technology architecture require deeper exploration.
Ben Jost, Chair of the HSMAI Europe AI Advisory Board and CEO and Founder of hospitality AI platform TrustYou
Ingunn Hofseth, President & CEO of HSMAI Region Europe, says:
“This is not about adding to the noise around AI, but helping the industry move beyond uncertainty with the knowledge, confidence and direction to lead.”
She added: “What makes this initiative so valuable is the calibre and breadth of experience involved. Hotel companies, technology leaders, marketers and educators are working together for the good of our members, creating industry-leading resources that will set new benchmarks. That is exactly where HSMAI Europe can make a difference.”
To find out more about the vision and ambition of the HSMAI Europe AI Advisory Board, read a full interview with chair Ben Jost here
Outcomes from the AI Advisory Board meetings, including key initiatives and progress updates, will be shared at the HSMAI Europe Fall Curate on November 4 in London and during the Commercial Strategy Week in London, from January 13 to 15, 2027.
About HSMAI Region Europe
HSMAI – Hospitality Sales and Marketing Association International – is a global membership organisation founded in the United States in 1927 and the world’s largest and most active association dedicated to sales, marketing, and revenue growth in the hospitality industry. HSMAI Region Europe is the European arm of the organisation.
HSMAI Europe is committed to advancing commercial excellence across the hospitality sector through professional development, strategic insight, sustainability leadership, and industry collaboration.
