Articles in this issue’s HSMAI section offer varying perspectives on the current state within the hospitality industry, as we are leveling off from the pandemic and grappling with swift technological advances, including generative AI.

The first piece, Planning the Solutions to Drive More Direct Bookings in 2024, Adam and Larry Mogelonsky make the case that it’s now or never for upgrading technology to drive more direct bookings.

Next, Kelly McGuire and Russell Evans offer insight into the importance of AI and tips on how to get started in their article, A Practical Guide to AI for Hospitality.

Kristi White grapples with questions of a sales leadership gap. She debunks the myths that teachers cannot do and provides questions for organizations to address their own potential leadership gaps.

Just in time for budget season in her article, Is This the “New Normal”?, Jennifer Hill explores and explains the data and reminds us to consider the potential impact of local trends on budgeting numbers.

Lastly, in AI Delay is Organizational Decay, Micheal Goldrich suggests the response to GDPR is a cautionary tale for hotels when thinking about how to prepare for the AI revolution. Instead, he provides guidelines and an ethical framework for implementing AI.

As we navigate the rapid technological advancements and strive for normalcy, it's crucial to understand and adapt. Dive into these articles to get a comprehensive view of our future.

Robert A. Gilbert, CHME, CHBA

President and CEO

Hospitality Sales & Marketing Association International (HSMAI)