The European division of global organisation Hospitality Sales and Marketing Association International (HSMAI) has entered a two-year strategic partnership with hospitality AI platform TrustYou.
The partnership will see the hospitality technology provider serve as a data insights partner for HSMAI Europe.
Over the two years, TrustYou will take part in local events throughout Europe, contribute to educational sessions and masterclasses, and co-publish data releases with HSMAI under the title “HSMAI Data Insights Powered by TrustYou”.
The company will also join advisory board and council meetings, as well as support HSMAI Europe's communications activities and industry outreach.
According to HSMAI Europe, these actions aim to provide hospitality professionals with information on industry trends, guest-experience performance benchmarks, and changes in guest expectations that can affect commercial outcomes.
TrustYou will also become an Organisational Vendor Member and Platinum Sponsor for the association’s Commercial Strategy Conference in 2026 and 2027.
The event is set to take place during Commercial Strategy Week on 14-16 January 2026 at the InterContinental London Park Lane, UK.
As part of their role, TrustYou representatives will contribute guest intelligence and reputation data, participate in panel discussions, and engage with industry professionals from across Europe.
HSMAI Europe president and CEO Ingunn Hofseth said: “This is a significant partnership for HSMAI Europe, bringing TrustYou’s expertise in guest-intelligence and AI-powered analysis into our work at a time when these insights are essential for the industry.
“Their contribution will support HSMAI Europe’s members and network with the knowledge and perspective needed to strengthen their commercial strategies in an increasingly competitive and disruptive environment.”
HSMAI was established in the US in 1927 and operates as a global body for commercial strategies in hospitality.
TrustYou chief revenue officer Steven Dow said: “Having been involved with the organisation for more than 12 years, first as a global hotel operator, then through initiatives such as the Commercial Summer Camp and my time as vice-chair of the HSMAI Europe revenue management advisory board, I have seen first-hand the immense value HSMAI brings to the hospitality industry.
“Its commitment to developing talent, elevating commercial disciplines, and driving industry collaboration is something I have always admired.”
