AI, Leadership, and the Future of Commercial Strategy in Hospitality

Artificial Intelligence isn’t just reshaping operations — it’s redefining what it means to lead commercially in hospitality. During a recent HSMAI Asia Pacific Chief Commercial Officers Roundtable in Singapore, industry leaders from across the region shared frank insights about how AI is influencing everything from guest personalization and marketing visibility to leadership development and revenue strategy.

From 100% to 200%: The Acceleration of Efficiency

Leaders reported up to a 200% increase in productivity when fully embracing AI and Agentic technologies — tools that combine automation, data synthesis, and human-like reasoning. What once took hours can now be done in minutes. Commercial teams aren’t necessarily restructuring; they’re simply removing friction from data analysis, research, and communication.

Yet this acceleration brings new challenges. As AI reshapes internal workflows, it’s also transforming guest behavior. Travelers now expect real-time responsiveness, conversational engagement, and personalized recommendations powered by AI. The roundtable agreed: the guest journey itself has been disrupted.

Personalization vs. Privacy: The Fine Line

One of the more animated discussions centered on AI-enhanced personalization. Sales teams are already using public data to tailor interactions — anticipating guests’ favorite wines or preferred restaurants before meetings even begin. While some saw this as a powerful relationship tool, others raised ethical questions about privacy and data boundaries.

The consensus? Transparency and restraint are critical. “It’s all public information — but we must use it responsibly,” one commercial leader cautioned.

Automation, Augmentation, and the Human Edge

As automation creeps deeper into operations, leaders debated whether the goal should be full automation or augmentation — where AI assists, but human judgment remains the final filter. The term “centaur practice” from the world of chess was referenced — humans and machines working in tandem.

The takeaway was clear: automation should handle repetitive tasks so specialists can focus on insight, creativity, and strategy. But leaders must guard against outsourcing their critical thinking to algorithms. As one participant warned, “The danger is surrendering strategy to AI without questioning its reasoning.”

Data Discipline and the Structure Problem

Several revenue leaders highlighted a recurring pain point: data architecture. AI is only as powerful as the data it draws from, and most hospitality systems aren’t yet structured to deliver what AI needs. While AI excels at general research, it struggles with granular, context-specific tasks like forecasting or displacement analysis when data silos remain.

The message to commercial leaders: before chasing AI tools, fix the foundation.

SEO is not Dead, it now has two siblings, AEO and GEO

Marketing leaders dove into the growing importance of Generative Engine Optimization (GEO) — the process of making hotel content discoverable in AI-driven search. As traditional search traffic declines, hotels must prepare for “zero-click” environments where bookings originate directly from AI recommendations rather than websites.

This shift is already changing what marketers measure. ROI and conversion rates are being redefined, prompting a move toward content quality, structured data, and context-rich information that AI systems can interpret.

The Leadership Challenge: AI as a Mirror

Perhaps the most thought-provoking part of the conversation was about leadership. AI has created a paradox: while it empowers teams to produce faster, it also exposes shallow understanding. Leaders noted how easy it is for staff to submit polished, AI-written strategies — but without comprehension of how to execute them.

To address this, leaders must double down on training that blends technical literacy with strategic thinking. KPIs, they emphasized, remain the only way to separate competence from automation.

Training for a New Era

Upskilling emerged as a major 2026 priority across the board. Many chains are investing in certifications, MBAs, and AI literacy programs — with HSMAI’s own academy cited as a trusted source. However, several executives cautioned against “tick-the-box” training. One survey revealed that some employees viewed learning modules as compliance exercises rather than real development opportunities.

To truly prepare teams, training must reconnect with curiosity, interpretation, and decision-making — the very skills AI cannot replicate.

Education and the Next Generation

Educators at the table shared how hospitality schools are already embedding AI literacy into curricula. Students are being taught to use AI responsibly, critically assess its outputs, and understand its ethical implications. But interestingly, many Gen Z learners remain drawn to the human side of hospitality — valuing connection and creativity as much as automation.

The Road Ahead: Collaboration and Shared Learning

As the conversation turned toward the future, one theme resonated: collaboration beats competition in AI adoption. The group called for HSMAI to continue curating real-world case studies, industry-led research, and peer-reviewed white papers on topics like AI search optimization and pricing psychology.

AI is evolving faster than formal education can keep up, but through knowledge sharing and collective experimentation, the industry can stay ahead.

A New Commercial Imperative

For hospitality’s commercial leaders, the AI revolution is not about replacement — it’s about reinvention. It’s an opportunity to merge human intuition with technological power, creating a new discipline of “augmented leadership.”

As one participant summed up perfectly: