By Gabriela Otto – President HSMAI Brazil & Latam
The hotel industry is at a pivotal moment. After a year of intense technological and commercial transformations, 2025 solidified trends that should guide the market in 2026 — from data integration and the strengthening of unified sales departments, to the evolution of Artificial Intelligence and the pursuit of total profitability.
Gabriela Otto, president of HSMAI Brazil, analyzes this scenario in an exclusive interview for Market & Events.
https://www.mercadoeeventos.com.br/noticias/turismo-em-dados/hsmai-brasil-gabriela-otto-revela-tendencias-que-vao-redefinir-a-hotelaria-em-2026/
Commercial performance dominated 2025
Market & Events: As we approach the end of 2025, what were the main lessons learned and trends that impacted the hotel industry this year?
Gabriela Otto:
The standout feature was commercial performance, a recurring theme in virtually every discussion throughout the year, particularly regarding digital marketing and distribution. New models emerged—such as timeshare and serviced residential properties—bringing new players and new management approaches.
Another key point was the total profitability, looking not only at accommodation, but also at food and beverages, events, experiences, and additional services. This theme has always been present at the HSMAI Conference and will continue to be one of the pillars of the sector.
I also highlight the creation and structuring of the unified commercial department. We no longer talk about sales or marketing in isolation, but rather as an integrated area that brings together four disciplines: Revenue Management, Marketing, Sales, and Distribution. International chains already operate under this model, and the trend is for it to expand in Brazil. Fragmenting teams—marketing on one side, sales on the other—no longer makes sense.
A unified sales department is urgently needed.
Market & Events: Why is the creation of a unified sales department so necessary now?
Gabriela:
Because the current fragmentation creates multiple problems. Marketing can create campaigns disconnected from the sales strategy, while distribution operates with different criteria or commissions that are not aligned.
Having a central commercial area ensures alignment, consistency, and a long-term vision. This integration allows for intelligent planning and execution of strategies with a focus on results.
Technology does not replace human sensitivity
Market & Events: How to balance automation and the human factor without losing the essence of hospitality?
Gabriela:
The human factor is essential. Technology should reduce operational workload, not replace the professional's analytical skills. In our panel Tech & Human, We saw that the 50% professionals want simple and efficient system integration, without technology becoming a burden.
Today, Revenue Managers no longer fill out forms: they interact with AI systems, justifying decisions. Subjectivity remains a part of our industry. AI should free up time for professionals to think strategically.
Adaptability will be the key competence of 2026
Market & Events: What professional skills will be most in demand in this scenario of technological transformation?
Gabriela:
The main competition is the adaptability. It's not enough to learn a tool; you need to learn to adapt constantly. Every update and every new feature demands rapid learning and mental flexibility.
Those who can unlearn, relearn, and adjust practices with agility will have a clear competitive advantage in the hotel industry.
What sets a hotel apart today? Data, storytelling, and experience
Market & Events: What paths should hotels follow to differentiate themselves?
Gabriela:
There are three fundamental pillars:
Data integration
It's no longer just about organizing or analyzing: all systems must communicate with each other —internal and external data, RM, channels, total profitability.
Narrative
Brand positioning should create a real emotional connection.
Experience
This is the final delivery. Personalization is still very rare, but in the future each guest will be a segment.
A simple example: in a recent pre-check-in, I indicated that I preferred Coca-Cola Zero and chocolates instead of fruit. Throughout my stay, I received exactly that. Small actions, supported by technology, generate a huge impact.
How HSMAI will support the market in 2026
Market & Events: How does HSMAI plan to support the market next year?
Gabriela:
We will have HSMAI ROC Brazil in São Paulo and Gramado, in addition to editions in Mexico, Chile, Colombia and Peru.
We are expanding the HSMAI Academy, With courses in Portuguese and Spanish, and by transforming alumni groups into lifelong learning communities, we also continue to recognize professionals with our Revenue Management and Digital Marketing awards.
Our goal is for knowledge to be interpreted and applied strategically, not merely consumed.
The legacy of 2025 is analytical depth
Market & Events: Finally, what is the legacy of 2025 for the hotel sector?
Gabriela:
The greatest legacy is that the market began to seek analysis and depth, not just superficial information. The data is available to everyone; the difference lies in... interpret and apply intelligently.
Our mission is to help professionals strategically connect data, technology, and human expertise. That's what will define who truly understands the hospitality game in the coming years.


