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HSMAI Europe Executive Insight March

I am currently in Florida where there are so many exciting things happening within the HSMAI family.

Last night we celebrated the HSMAI Adrian Awards. Adrian Awards is the world’s biggest and most prestigious awards show within travel marketing. The annual competition awards winners within advertising, PR and digital marketing. This year, the awards were held in beautiful Boca Raton, Florida.

For more than 64 years the HSMAI Adrian Awards have awarded excellence in hospitality advertising, digital marketing, and public relations. This year, Visit Norway hit a home run and picked up “Best in Show” as well as an impressive nine other awards at the Florida ceremony. Being Norwegian myself, I was extra proud of my industry peers who will be applauded by the whole travel industry in Norway. Read more here

Earlier this week we shared with you the good news that HSMAI Foundation and HSMAI Region Europe have partnered to support the educational and vocational needs of Ukrainians studying and working in the hospitality industry. Michelle Woodley, Chair of the HSMAI Foundation and President of Preferred Hotels & Resorts, announced this new initiative at the Adrian Awards ceremony, and it was received with much positivity from the audience.

Yana Kyrylyuk, a Ukrainian citizen from the HSMAI Europe Student Council and who is only 19 years old, has been a true inspiration to us in helping to put together this fund, and I am so happy that she was able to be with us at the Adrian Awards dinner. You can read more about Yana here

Mentoring will be a key factor for us moving forward, and we have therefore taken on Gyda Ulleberg for a few hours per week to assist us with this project. Read more about Gyda`s thoughts in the interview here

A few weeks ago, Remy Merckx, Senior Advisor – Head of Travel & Hospitality at eClerx and Eric Brun, Chair of the HSMAI Europe Marketing & Branding Advisory Board and Former Senior Vice President Commercial at Hyatt Hotels Corporation caught up in London to talk opportunities , trends and innovation. See the video here

If anyone has any good fundraising ideas or knows of any companies or individuals who would like to donate to this fund for Ukraine, please let me know.

Have a good day!


Ingunn Hofseth
President & CEO
HSMAI Region Europe

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