The HSMAI Section of this edition of Hospitality Upgrade features a collection of insightful articles that explore the latest trends, technological advance-
ments, and strategic approaches shaping our industry. These articles act as a resource for commercial leaders looking to adapt and move the industry forward.
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In Hospitality has been doing four key things wrong. It’s time to get it right!, Kelly McGuire tackles four critical areas where the hospitality industry has room for improvement: personalization, generative AI, revenue management, and B2B marketing.

Sally Kelly and David Chestler present a compelling case for integrating traditional and digital strategies in their article Digital Sprint vs. Strategic Marathon: Keeping Pace with Innovation. They highlight the importance of digital transformation and illustrate how it can be combined with traditional methods.

As the U.S. hotel industry faces increasing market complexities, Jennifer Hill’s article, Revolutionizing Hotel Performance Assessment: Embracing a Comprehensive Approach, argues for a holistic approach to performance benchmarking.
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Michael Goldrich's article, The Evolution of Marketing — from Personalization to Engaging AI Agents, explores the evolution of marketing. Goldrich discusses the significant impact of AI agents on marketing strategies and the necessity for businesses to adapt.
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In The Rise of Exclusive Membership Programs: Transforming the Hospitality Landscape, Caryl Helsel examines the transformative role of technology in private member clubs within hotels. Helsel provides insights on selecting the right member management provider to enhance guest experience and loyalty.
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I invite you to read the HSMAI section to gain key insights that can enhance our work. The authors provide essential thought leadership and pose important questions for commercial leaders aiming to not just survive but thrive.