HSMAI Europe Launches AI Advisory Board

HSMAI Europe today announced the establishment of its new AI Advisory Board, a pan-European initiative designed to explore the real-world impact of artificial intelligence on the hospitality industry and support members with practical insights, frameworks, and responsible approaches to AI adoption.

The Advisory Board will act as a professional, and industry-focused group supporting HSMAI Europe in strengthening its role as a trusted knowledge platform for commercial leadership in hospitality. The initiative reflects HSMAI Europe’s commitment to helping the industry navigate technological change with realism, responsibility, and collaboration.

The advisory board will focus on key areas including commercial performance, real-world hospitality use cases, leadership and governance, and forward-looking perspectives on how AI will shape the industry over the next 12–36 months.

Confirmed members of the AI Advisory Board:

HSMAI Europe will also invite additional members to this advisory board from academia and smaller hotel chains to ensure the advisory board reflects both theoretical insight and operational experience across the sector.

Artificial intelligence is already influencing how hospitality organizations operate, compete, and grow. With this Advisory Board, we want to ensure our members have access to balanced, practical, and trustworthy insight — not hype. By bringing together leaders from across the industry, we can help hotels understand what AI truly means for commercial performance, leadership, and guest experience

Ingunn Hofseth, President & CEO, HSMAI Europe

The AI Advisory Board will be chaired by Benjamin Jost, Founder & CEO of TrustYou.

AI is no longer a future topic for hospitality — it is a present-day operational reality. The goal of this Advisory Board is to create a space where industry leaders can openly exchange experiences, share lessons learned, and develop practical guidance that benefits the entire sector. By working together across companies and disciplines, we can help ensure AI adoption in hospitality is both effective and responsible

Benjamin Jost, Founder & CEO of TrustYou and Chair of the HSMAI Europe AI Advisory Board

The advisory board will meet monthly, and key insights from discussions will be shared with HSMAI Europe members through events, education initiatives, and industry communications.