The Hotel Marketing Association (HMA) is set to undergo a significant restructure as it looks to advance the role of marketing within the hotel industry.
Having formally come under the umbrella of HOSPA in 2022 as part of a three-year agreement, the partnership has been a great success – with both organisations benefiting from interconnected networks which have helped enhance their abilities to advocate for, support and promote the professionalism of hotel marketing.
The announced restructure comes as the board refocuses efforts on key priorities, as it seeks to establish a more efficient working structure to meet the needs of today’s dynamic hotel marketing landscape.
The HMA has long benefited from the expertise and dedication of its volunteer committee members, who are senior marketing professionals representing leading hotels and brands. Building on this strong foundation, the restructure aims to further enhance cohesion and streamline communication, positioning the organisation for even greater success in achieving its strategic goals.
Stephen Moran, Director of Marketing, London and Group Loyalty at The Doyle Collection, will join as Committee Chair, focusing on building a cohesive and efficient HMA committee. He will manage regular meetings, ensure smooth coordination of activities, and oversee working groups dedicated to awards, content creation, and marketing qualifications.
A new committee and working structure proposes a refined leadership model with three key roles to drive forward the HMA’s mission:
Andrew Farrow, Group Director of Marketing, RBH, will take the role of Executive Chair, managing the relationship with HOSPA, representing HMA on the HOSPA Board, and driving strategic planning and collaboration between both bodies.
Harry Fielder, CEO, Umi Digital, assumes the position of Community Chair, representing the HMA within the wider hotel marketing and agency community, and leading HMA events such as webinars and the prestigious Hotel Marketing Awards.
Stephen Moran, Director of Marketing, London & Group Loyalty, The Doyle Collection, as Committee Chair, will focus on building a cohesive and active committee, ensuring regular meetings and effective coordination of activities, while overseeing various subcommittees dedicated to awards, content creation, and marketing qualifications.
When it comes to future focus, the HMA will continue with the successful initiatives established over many years, including the Hotel Marketing Awards, which are about to celebrate their 30th anniversary. The new structure will also see a renewed emphasis on developing a strategic plan to address the most critical topics for hotel marketers; establishing an annual events calendar that integrates flagship events with sponsor-driven initiatives; and generating high-quality thought leadership pieces based on event outcomes and current trends in hotel marketing.
Furthermore, the HMA will strengthen its relationship with HOSPA, which remains central to its future. As part of the restructure, the HMA will play a more active role in HOSPA’s events, ensuring hotel marketing continues to be a driving force within the association. Regular updates on marketing data and closer collaboration on strategic initiatives will help solidify the partnership and maximise the impact of both organisations.
Commenting on the restructure, Andrew Farrow, Executive Chair of the HMA, said: “This new chapter for the HMA marks a pivotal moment for the association as it reinforces its commitment to being the leading voice for hotel marketing professionals. By streamlining leadership roles and enhancing our collaboration with HOSPA, the HMA is positioning itself to better serve the needs of its members and the wider hotel industry.”
Harry Fielder, Community Chair of the HMA, added: “The HMA has seen a great deal of change over the last two years. We have seen our relationship with HOSPA develop and strengthen; we have seen new committee members join and add their expertise to the community, and have engaged some excellent numbers of the hotel marketing committee through many virtual and in-person events.”
The new HMA structure, particularly around the chair role, brings wonderful balance in expertise that will complement the momentum we have gained in recent years.”
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