What Would You Do with an Extra Hour in the Day?

The HSMAI Foundation recently published a report, The State of Generative AI in Talent Management for Hotel Sales, Marketing, and Revenue Management, exploring the impact of generative AI on various facets of talent management, particularly focusing on the domains of hotel sales, marketing, and revenue management. This is an excerpt from the report.  

We posed a scenario to executives, asking them to imagine AI technology reducing their team’s workday from eight hours to seven. How would they allocate the extra hour?  

To guide responses, we provided five options: 

• Leave an hour earlier for better work-life balance 
• Spend the time connecting with colleagues to strengthen team culture 
• Dedicate it to working more to boost productivity 
• Invest it in training for professional development 
• Use it for open-ended innovation projects, like Google’s “20% time.” 

1. Productivity as a Top Priority

Many executives prioritized using AI-driven time savings to enhance productivity. These leaders see parallels to past technological advancements, such as PCs and Excel, which allowed teams to achieve higher efficiency and output. Leaders advocated channeling the saved hour into revenue-generating activities, such as making additional sales calls, handling larger workloads, or focusing on strategic initiatives. This perspective underscores the belief that AI is a tool to drive measurable business growth and operational efficiency.  

2. Professional Development and Innovation

 Others emphasized the importance of using the freed time for professional growth and innovation. A significant number of executives endorsed a model similar to Google’s “20% innovation time,” where employees engage in training, strategic planning, or creative projects. This approach is seen as a way to future-proof the workforce, ensuring teams are equipped with the skills and AI literacy needed for long-term success. Leaders also highlighted that such also foster a culture of curiosity and continuous learning.  

3. Work-Life Balance 

A contrasting viewpoint centered on work-life balance. Some executives proposed giving employees the flexibility to leave work an hour earlier, allowing them to invest in personal growth, family time, or community engagement. These leaders recognized that supporting employee well-being is vital for sustained organizational success. By prioritizing work-life balance, companies could enhance employee satisfaction, reduce burnout, and foster loyalty.  

4. Strengthening Workplace Culture

Several leaders saw an opportunity to use AI-driven time savings to strengthen workplace culture. They proposed dedicating the hour to team-building activities, collaborative projects, or informal interactions that deepen workplace relationships. This approach reflects an understanding that technological efficiencies should complement, not replace, human connections. Leaders acknowledged that fostering a cohesive and collaborative culture is critical for long-term organizational health and retention.  

5. Strategic Implementation and Customization

The varying perspectives present both opportunities and challenges for organizations. Effective strategies will require flexibility, with role-based customization playing a central role. Executives might allocate extra time to strategic planning, while frontline employees may benefit more from skill development or work-life balance initiatives. This tailored approach ensures that the additional hour aligns with individual responsibilities and organizational goals. 

Read the full report for even more insights into talent management using AI here: global.hsmai.org/research   

This article originally appeared on HSMAI.