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A passionate industry leader, the Director of Human Resources for Northern & Southern Europe at InterContinental Hotels Group will drive the board’s mission to promote learning and development and enhance hospitality’s career appeal.

London, UK – May 16, 2023: HSMAI Europe, the European arm of the Hospitality Sales and Marketing Association International (HSMAI), the industry’s leading advocate for intelligent, sustainable revenue growth globally, has appointed Michael Wierling, Director HR, Northern & Southern Europe, at InterContinental Hotels Group (IHG®), as the new chair of its People & Culture Advisory Board.

The two-year tenure will see Wierling, a passionate industry leader and HSMAI member, steer the board to achieve its key talent-focused objectives, which include promoting hospitality as an appealing career option to the next-generation for the industry, advancing the advisory board’s discipline and regional presence and engaging in networking between senior professionals and their industry partners.

He will also be responsible for ensuring the People & Culture Advisory Board delivers on key projects, which currently include supporting and guiding the HSMAI Region Europe Student Council, the association’s mentor programme and people development initiatives.

“Michael is a highly respected industry leader and a valued member of HSMAI Europe and since joining our association, has demonstrated a commitment to the work that we do, from knowledge and best-practice sharing to networking, giving up his time and lending his expertise to support other professionals.” 


“As an expert in his field who is an advocate for enhancing hospitality’s image and creating better workplaces, championing an environment where everyone is valued and belongs, Michael was the natural choice to chair our People & Culture Advisory Board and we wish him every success.”

said Ingunn Hofseth, President & CEO, HSMAI Region Europe

On accepting the role, Michael said:

“I am honoured to accept the role of chair of the HSMAI Europe People & Culture Advisory Board. As an active member of the board since 2021 I have seen the value that can be created with the association and look forward to leading the board’s initiatives and projects for the coming two years. Hospitality is all about people, and they should be at the heart of everything we do. With the evolving pace of change in travel and the rising demands of the current and future workforce in our industry there is so much for us to accomplish – it’s going to be an exciting time ahead!”

With talent acquisition and retention within Europe’s hospitality sector still posing significant challenges, the People & Culture Advisory Board will be working closely with the HSMAI Region Europe Student Council to provide HSMAI members with support and guidance, with a view to bridging the gap between senior professionals and students.

Other projects and initiatives set to be led by the advisory board under Michael’s stewardship will be discussed at HSMAI Europe’s upcoming meetings later this month, prior to the Sales Leader Forum and HSMAI Europe Spring Curate (invitation only) in conjunction with IMEX in Frankfurt on May 22nd and the Student Conference: Hospitality Unlocked in Luzern on May 23rd, an interactive event designed to help students explore career opportunities in hospitality.

At this event, Michael Wierling will be one of our speakers sharing their expertise at a panel discussion on career paths, leadership and personal branding.

HSMAI is also hosting several local events in Paris, Amsterdam, Oslo and London throughout June. See here for the full calendar of events.

About HSMAI Europe
HSMAI – Hospitality Sales and Marketing Association International – is a global organisation founded in the US in 1927. HSMAI Region Europe is the European arm of the organisation. HSMAI Europe aims to be a key influencer, pioneer and the go-to industry resource for professional development, commercial strategies and sustainability in the hospitality, travel and tourism industry.

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