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HSMAI Announces Rebranding As Reflection Of New Mission And Focus

HSMAI Announces Rebranding As Reflection Of New Mission And Focus

The Hospitality Sales & Marketing Association International (HSMAI), the travel and hospitality industry’s leading professional association, unveils a new logo that encapsulates the organization’s renewed commitment to growing business for hotels and their partners. The logo’s modern design and color palette offer a fresh look and feel that symbolizes HSMAI’s three core pillars: fueling sales, inspiring marketing and optimizing revenue. The new logo, which was developed by the award-winning branding agency Panzano & Partners, will serve as the basis for rebranded materials and resources representing HSMAI’s Americas Region, Chapters, Foundation, University, and Adrian Awards.

Feedback from members, customers, and industry leaders helped shape HSMAI’s new direction. By providing a well-rounded picture of the landscape and challenges faced by the hospitality industry’s sales, marketing and revenue management professionals, HSMAI developed a new mission statement: “To grow business for hotels and their partners by fueling sales, inspiring marketing, and optimizing revenue.”

“Our new logo and mission reflect our longtime roots of inspiring growth and innovation in the hospitality and travel industry, as well as our commitment to the future development of the industry,” said Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI. “Our continuous commitment to innovation and global collaboration will provide industry professionals with the resources to inspire intelligent, sustainable hotel revenue growth through education, high-level industry information and innovative leadership.”

To further the new mission, HSMAI is developing Expert Communities to leverage insights and industry trends. Advisory boards for sales, marketing, and revenue optimization are being created to provide input to the strategic direction to their dedicated discipline. The advisory boards are chaired by these industry leaders:

  Sales: John Washko, Vice President, Sales & Marketing, The Broadmoor
  Marketing: John Moser, Chief Marketing Officer, Denihan Hospitality
  Revenue Optimization: Scott Roby, CRME, Vice President, Revenue Management, Evolution Hospitality


As part of the new vision, HSMAI is restructuring its digital newsletter, HSMAI Insights, to deliver the most relevant and timely insights to members on a weekly basis, with sections specifically focused on fueling sales, inspiring marketing, and optimizing revenue. HSMAI plans to use the newsletter as a vehicle to deliver exclusive, relevant content to members including articles, webinar and roundtable recaps, and conference presentations.

HSMAI also will continue to develop innovative powerful programming such as its Affordable Meetings tradeshows, Adrian Awards, C-level roundtable discussions, revenue management conferences and publications, industry-wide relationship building opportunities, and professional development education and certification through the HSMAI University. These programs, in addition to innovative chapter events and resources, ensure professionals are consistently collaborating to move the travel and hospitality industry forward.

HSMAI’s new mission and logo foreshadow additional changes and enhancements that will be revealed throughout the year, including a re-engineered web site and revamped trade show, all to serve the goal of assisting the world’s leading hospitality and travel professionals in continuing sustainable growth.