Insights to Move You Forward

The hospitality industry is changing fast - and the leaders who move forward with clarity, courage, and collaboration will shape what comes next.

That is why we are excited to share a new Playbook designed to inspire action and support Commercial Leaders navigating the future of hospitality.

Developed after the HSMAI Europe Strategy Labs during Commercial Strategy Week in London earlier this year, this practical toolkit brings together the collective insights of senior industry leaders, HSMAI Europe members, and the Rising Leaders Council.

The outcome was first shared in London in January - and now, all paid HSMAI Europe members can download the Playbook free of charge.

Inside, you will explore the 20 key Strategic Choices Facing Hospitality in 2026 - from AI-driven customer behaviour and rising operational costs to talent transformation and growing technology complexity.

But this is more than a report on industry challenges.

It is a forward-looking guide filled with practical ideas, strategic perspectives, and actionable approaches that leaders can apply over the next 12–36 months to drive growth, strengthen teams, and create long-term value.

The future of hospitality will belong to organisations that are willing to adapt, innovate, and lead with purpose. We hope this Playbook gives you both the inspiration and the practical tools to take the next step forward.

And while you are planning for the future, we also hope you will join us this June.

Have you seen our three upcoming invitations for June - including one virtual event?

If not, you will find them attached here in our newsletter together with three additional announcements we are resharing here.

We look forward to learning, sharing, and moving the industry forward together.

Enjoy the week!

All the best,

Ingunn Hofseth
President & CEO
HSMAI Europe

Media Contact

Ingunn Hofseth

CEO & President, HSMAI Europe [email protected]