The Hospitality Show, taking place Oct. 26-28 at the Colorado Convention Center in Denver, will bring together 5,000 attendees and promises to drive profitability for owners, operators and hospitality innovators through dedicated content, extensive networking and 400+ operations and technology vendors.
In this installment of The Hospitality Show Speaker Q&A, we catch up with HSMAI CEO Brian Hicks. Hicks is part of the panel, HSMAI Presents: Beyond the Room: Unlocking Ancillary Revenue That Actually Delivers on Tuesday, Oct. 28.
What’s one shift you’re excited to see gaining momentum in hospitality right now?
One of the most exciting shifts we’re seeing is the industry’s growing commitment to personalization, particularly in luxury and high-end experiential travel. Despite economic uncertainty, travelers are prioritizing immersive, tailored experiences, from premium wellness offerings and weekly programming to customizable all-inclusive options. Hotels are increasingly eager to deliver experiences that feel truly personalized and tailored, leveraging innovation and technology to do this on a larger scale. This trend demonstrates that travelers want experiences that minimize stress, maximize personalization and deliver real value. It’s not just about room preferences anymore; it’s about anticipating needs, fostering loyalty, and creating deeper connections with guests, setting a new standard for the entire industry.
What’s one overlooked trend or innovation you believe deserves more traction in the year ahead? HSMAI to advise if there is anything from the State of Talent Report to share.
Talent development often takes a back seat to discussions about technology or design, but it is an area where innovation can make a tremendous impact. The HSMAI Foundation’s upcoming State of Talent report shows how gig and fractional staffing models are evolving into engines for mentorship, collaboration, and career growth, not just stopgaps. By pairing flexibility with coaching, structured teamwork, and visible career pathways, forward-thinking firms are turning short-term roles into long-term development opportunities. When flexibility is combined with a commitment to mentoring and culture, it strengthens both performance and retention. If the industry can bring the same level of creativity to developing people as it does to designing guest experiences, we will not only solve workforce challenges but also future-proof the industry.
What do you see as the biggest opportunity for hospitality businesses in the year ahead?
The biggest opportunity is in diversifying revenue strategies beyond the guestroom. As the hospitality industry navigates an evolving economic climate and rising operational costs, the traditional reliance on room revenue alone is no longer sufficient. HSMAI’s new Ancillary Revenue Strategy Playbook shows that properties can significantly boost profitability by tapping into underutilized assets and creating new value for guests. From activating rooftops and meeting spaces to developing creative F&B concepts, spa programming, and even pet amenities, the opportunities are both broad and practical. Hotels that think strategically about ancillary offerings are not just adding revenue streams, they are enhancing the guest experience and building long-term resilience.
What advice would you give to emerging leaders in hospitality as they navigate the future of the industry?
Stay curious and collaborative. The future of hospitality will be shaped by leaders who are willing to embrace change, experiment with new ideas, and build bridges across disciplines. Emerging leaders should seek opportunities to learn continuously, not just within hospitality but also from adjacent industries. Above all, remember that at the heart of hospitality are people, including guests, teams, and communities.
What are you most looking forward to at The Hospitality Show this year — whether it’s on the show floor, on stage, or behind the scenes?
Aside from a great networking event, I am looking forward to the keynote speaker Chris Barton, the founder of Shazam. As someone who changed the way we search for music, I look forward to hearing how he questioned the status quo, overcame obstacles and made something complex very simple.