HFTP, HSMAI and AHLA/HTNG Unite to Create Global Hospitality AI Coordinating Council

Today, three leading hospitality associations – Hospitality Financial and Technology Professionals (HFTP®), Hospitality Sales and Marketing Association International (HSMAI) and the American Hotel & Lodging Association (AHLA) with its Hospitality Technology Next Generation (HTNG) – announced they will collaborate on artificial intelligence (AI) initiatives and guidance via their newly-formed Global Hospitality AI Coordinating Council.

As three long-standing and widely respected global hospitality associations, the partners recognized the pressing need to move forward together in helping their stakeholders address the impact of AI, one of the largest transformational catalysts the industry has seen in recent years. Individually, each organization will maintain separate AI initiatives to address the specific interests of their respective members and network. Through the Global Hospitality AI Coordinating Council, the groups will coordinate and leverage their respective capabilities and assets to offer a powerful, centralized authority on hospitality AI to benefit the entire industry.

“Hospitality leaders are looking for practical guidance they can trust as AI continues to reshape our industry,” said Brian Hicks, president and CEO for HSMAI. “By bringing together expertise in sales, marketing, revenue optimization, finance, technology, industry workgroups and public policy advocacy, we're creating a collaborative approach that helps our members understand the opportunities, address the challenges and move forward with confidence.”

As AI is quickly integrated in hospitality operations across all departments and segments, the number of advisory groups, guidance and other information sources continues to grow. The new council is designed to eliminate duplication and confusion from competing sources and offer a trusted expert repository.

"Our members are hearing about new AI groups and events almost every week, and they're asking us who they can trust," said Frank Wolfe, CAE, CEO for HFTP. "HFTP, HSMAI and AHLA/HTNG have always put the industry first. By uniting through the Global Hospitality AI Coordinating Council, we're sending a strong message: our members deserve honest, unbiased guidance, and we're going to deliver it together."

By working together, HFTP, HSMAI and AHLA/HTNG will offer guidance that is:

• Member-focused — built to serve hospitality professionals, not sales targets.

• Industry-driven — shaped by experts in hospitality operations, finance, technology, sales, marketing and revenue management.

• Collaborative — grounded in the combined knowledge and expertise of three global associations.

• Global — the memberships of all three organizations span the globe, representing thousands of stakeholders based in six continents.

“As AI continues to shape the future of hospitality, it is essential that our industry has access to trusted resources and guidance to navigate this rapidly evolving landscape,” said Kevin Carey, AHLA Chief Operating Officer. “Through collaboration, we can equip hospitality businesses with the tools and knowledge to thoughtfully integrate AI into their operations, enhance the guest experience and empower the people who keep our industry moving forward every day.”

A program coordinated under this initiative is the first Hospitality AI Exchange on Feb. 2–3, 2027, in the Dallas area. The new event is produced by HFTP, with AHLA and HSMAI as supporting association sponsors.

Members can expect more updates, resources and opportunities to get involved in the months ahead.

About AHLA

The American Hotel & Lodging Association (AHLA) is the largest hotel association in America, representing more than 30,000 members from all segments of the industry nationwide – including iconic global brands, 80% of all franchised hotels, and the 16 largest hotel companies in the U.S. Headquartered in Washington, D.C., AHLA focuses on strategic advocacy, communications support, and workforce development programs to move the industry forward. Learn more at www.ahla.com.

About HSMAI

The Hospitality Sales & Marketing Association International (HSMAI) works to grow business for hotels and their partners and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides the commercial hospitality industry with tools, insights, and expertise to fuel sales, inspire marketing, drive distribution, and optimize revenue through annual programs such as the Commercial Strategy Conference and Adrian Awards. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide in four regions: Americas, APAC, Europe, and MEA. Learn more at hsmai.org.

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