Dear Insider,

The French government has now placed hospitality on its "shortage occupation list" and, among other things, is accelerating the hiring of undocumented migrants. The situation is urgent: Since 2021, there has been a shortage of 100,000 employees with 150,000 vacancies unfilled. Every country, city and hotel group now has the same trauma: Maritim and the Rosewood Amsterdam are currently jointly looking for 700 employees; the planned openings are just around the corner.  Both offer a lot of flexibility and perks, just like American hotels. But can this be implemented in practice? Sarah Douag brings us the details. 

Is the software I just bought any good? Every operator hopes so, but who can see through the IT jungle at the ITB alone? And now AI too... We see: Millions of dollars in capital are flowing towards the tech-giants, which in turn are investing again themselves in order to remain the masters of distribution. "AI" now consists of networked "agent tools" - digital helpers in specific areas. In his commentary, Martin Kemmer, a tech-savvy hotelier, warns his colleagues "not to be mere spectators of this development again".  

The industry is also being affected by completely different, unexpected factors: A research institute in Rome has discovered that mafia-like organisations are infiltrating the Italian tourism industry - and are responsible for losses of some €3.3 billion. 

On a positive note though, the value of European hotels rose again in 2024. But how long will this last when geopolitical fissures are opening up everywhere? The Irish Dalata Group is restructuring, sale apparently not ruled out. ESG reporting is also pushing the industry forward. The Balearic Islands are putting together a package to regulate the flow of tourists. In Germany, there have been more and fewer hotel groups in Germany since 2019, but innovative brands remain. And despite the ongoing crisis - our News Mix remains well filled.

All in all, this means: Hoteliers are more driven than ever today. Nothing works without employees, which is why the “Gastwelt” think tank has also taken up the cause of the low-skilled in Germany, and QR Reservations presents awards to motivate employees further.

Reviews are increasingly outshining the "old" hotel stars. In New York, a nasty game is being played with table reservations. Resorts in the Maldives promote upcycling. And ITB (Berlin) continues to expand: The 5th trade fair of this kind will start in Mexico in 2026.

And we are heading to Brussels with our HITT Think Tank on 26/27 May. Our fans know that. But YOU don't yet know all the experts and thought leaders who are travelling just for you to answer your questions. Iis Tussyadiah is Professor of Intelligent Systems in the Service Sector and Dean of the University of Surrey. She not only researches human AI, the combined intelligence of man and machine, but also consumer behaviour and that of management. Her impulse will therefore introduce the Innovation Day of the Think Tank with "SSS", synergies, strategies and sustainability. With analysts like Iis, leaders learn to make data-driven decisions and integrate AI skills.

Of course, HITT follows up and then does a reality check - with four great technology experts who all come from the hotel operator world: Mike Rawson, CIO of citizenM from Amsterdam, furthermore Carl Oldsberg, CEO of the Norwegian eBerry/Strawberry Group, as well as Michael Struck, CEO of the German Ruby Hotels, and Caroline Tivéus, Senior VP and Director of Sustainable Business at Pandox from Sweden.

You can already find 13 expert names in the HITT programme today, the last four will follow soon. Our briefings are in full swing. All of them will help you stay on top of things in these hectic, complex times. Browse the program on our HITT page and register here to take part.

Yours, Maria Pütz-Willems
Editor-in-chief