HSMAI Europe Partners with TrustYou for 2026-2027 to Drive Hospitality Innovation: All You Need To Know

Published on December 14, 2025

HSMAI Europe has officially entered into a two-year partnership with TrustYou, a leading AI-powered platform specialising in guest intelligence, reputation management, and data-driven customer experience optimisation. The partnership marks an important step forward in bringing innovative, data-backed insights to the hospitality industry across Europe, providing hoteliers with the tools they need to refine their commercial strategies.

As part of this collaboration, TrustYou will serve as a Platinum Sponsor at the HSMAI Europe Commercial Strategy Conference for both 2026 and 2027, beginning with the flagship event in January 2026. The conference, set to take place from January 14 to 16, 2026, at the InterContinental London Park Lane, will serve as a critical venue for thought leadership and industry insights.

Deepening Guest Intelligence Expertise in Europe

This partnership will empower HSMAI Europe’s members and the broader hospitality industry with deeper insights into guest sentiment and reputation data. TrustYou’s contribution will play a key role in shaping conversations during the Commercial Strategy Conference, where they will share expert knowledge and participate in panel discussions. This collaboration enhances HSMAI Europe’s commitment to providing hospitality professionals with actionable data that helps drive smarter, guest-centric decisions.

Along with sponsoring the event, TrustYou’s expertise will be incorporated into various industry programmes throughout the year. This includes insights from their data-driven approach to understanding guest experience and sentiment, enabling hoteliers to make informed decisions that can transform service offerings and commercial performance.

TrustYou as Data Insights Partner

Beyond the conference, TrustYou will take on the role of Data Insights Partner for HSMAI Europe, contributing to a broad range of initiatives. The partnership spans local events across Europe, educational programming, and masterclasses aimed at improving the skills of commercial leaders in hospitality.

TrustYou will also provide co-branded data releases under the “HSMAI Data Insights Powered by TrustYou” initiative, offering hospitality professionals the opportunity to benchmark guest experience performance and explore emerging trends. This is crucial as the industry adapts to ever-evolving guest expectations, especially in an increasingly digital and AI-driven environment.

Moreover, TrustYou’s participation will extend to advisory boards, councils, and HSMAI’s industry visibility initiatives, helping to shape the future direction of hospitality in Europe. By leveraging their AI-powered analytics, TrustYou aims to assist hoteliers in understanding guest behaviour and adapting to market shifts.

A Valuable Collaboration for the Hospitality Sector

The partnership is seen as a vital collaboration for HSMAI Europe, providing its members with cutting-edge tools for data-driven decision-making. By integrating TrustYou’s guest intelligence platform, HSMAI Europe aims to empower hoteliers to optimise their strategies, ensuring a competitive edge in an increasingly challenging and disruptive hospitality landscape.

TrustYou, with its expertise in AI-driven customer insights, recognises that understanding real-time guest feedback is now more crucial than ever. By becoming HSMAI Europe’s Data Insights Partner, TrustYou will help hotels across Europe enhance their guest experience and improve operational efficiencies through intelligent data analysis. This partnership comes at a critical time, as hotels are increasingly seeking ways to engage guests more effectively and drive long-term customer loyalty.

Shaping the Future of Hospitality through Innovation and Data

In conclusion, the strategic partnership between HSMAI Europe and TrustYou represents a significant milestone in the evolution of the hospitality industry. With TrustYou’s AI-powered guest intelligence, the hospitality sector will benefit from real-time insights and data-driven strategies that are essential for staying competitive. The collaboration underscores the growing importance of technology in shaping guest experiences and driving business success.

As TrustYou continues to lead in AI-driven guest experience optimisation, this partnership will help hoteliers across Europe harness the power of data to meet the changing demands of today’s travellers. For those attending the HSMAI Europe Commercial Strategy Conference in 2026, it promises to be an invaluable opportunity to gain insights and strategies from some of the industry’s most forward-thinking leaders.