HSMAI Region Europe and Maverix enter strategic partnership to strengthen digital engagement and commercial capability across Europe
HSMAI Region Europe and Maverix have entered into a strategic partnership for the period 2026–2027 aimed at strengthening digital engagement, expanding member value, and enhancing commercial capability across the European hospitality industry.
The partnership reflects a shared commitment to equipping hospitality professionals with the insight, tools, and networks required to navigate an industry defined by rapid technological advancement, evolving guest expectations, and increasing reliance on data-driven and AI-enabled decision-making.
Strengthening member value through digital and commercial expertise
Through the collaboration, Maverix will support HSMAI Region Europe with strategic content development, digital optimisation, visual storytelling, and campaign execution. The objective is to enhance HSMAI’s digital presence, improve knowledge distribution, and increase engagement across its European member base.
By strengthening communication and content platforms, HSMAI will be better positioned to highlight best practices, share commercial insights, and provide accessible professional development opportunities for hospitality leaders across markets.
Expanding the HSMAI community
A central pillar of the partnership is a targeted membership growth initiative. Supported by Maverix, the initiative will focus on reaching smaller hotel groups and independent properties across Europe — businesses that often possess strong commercial ambitions but limited access to structured benchmarking, international networks, and strategic insight.
By expanding engagement within this segment, HSMAI aims to broaden its professional community and ensure that more industry players benefit from knowledge sharing, collaboration, and commercial development resources.
Preparing the industry for a technology-driven future
The partnership also supports HSMAI’s long-term strategic focus on innovation and digital transformation. Key themes across upcoming programmes and initiatives will include artificial intelligence, revenue optimisation, commercial strategy, digital transformation, and data-driven decision-making.
Together, HSMAI Region Europe and Maverix aim to strengthen the industry’s ability to respond proactively to global competition and technological disruption — ensuring European hospitality professionals remain commercially resilient and future-ready.
Leadership and coordination
Camilla Graver of Maverix, who previously worked within HSMAI and has in-depth knowledge of the organisation’s mission and structure, played a key role in establishing the partnership and will coordinate the collaboration on behalf of Maverix.
“This partnership goes beyond a traditional agency collaboration. HSMAI plays a critical role in shaping commercial leadership within hospitality, and we are proud to support initiatives that strengthen digital engagement, knowledge sharing, and professional development across Europe.”
Linda Nordheim
Owner and Managing Director of Maverix
“Our responsibility is to deliver tangible value to our members. With Maverix strengthening our digital communication and membership initiatives, we can broaden our reach, enhance insight sharing, and reinforce HSMAI’s position as a leading platform for commercial excellence in European hospitality.”
Ingunn Hofseth
President & CEO of HSMAI Region Europe
The partnership is already underway and will run for two years, with the option for extension.
About Maverix
Maverix is a strategic advisory and creative agency specialising in commercial development, digital communication, and content-driven engagement within the hospitality and travel sector. The company partners with organisations seeking to strengthen market position, enhance commercial performance, and create measurable impact through strategic storytelling, digital optimisation, and data-informed initiatives.
About HSMAI Region Europe
HSMAI – Hospitality Sales and Marketing Association International – is a global membership organisation founded in the United States in 1927 and the world’s largest and most active association dedicated to sales, marketing, and revenue growth in the hospitality industry. HSMAI Region Europe is the European arm of the organisation.
HSMAI Europe is committed to advancing commercial excellence across the hospitality sector through professional development, strategic insight, sustainability leadership, and industry collaboration.
