EHMA's objectives have expanded along with the association itself. Today, it promotes Europe as a whole through its members in the individual countries. It also encourages the development of training and job exchanges. It is not an association of hotels but an association of men and women; it is their personalities and approaches which give the hotels atmosphere, and who set an exemplary attitude to their staff. EHMA is primarily a forum for discussion and reflection on the future of the hotel industry. It has introduced and developed a modern and progressive concept of the hotel business, and promotes an expansionist and exporting policy in order to adapt European know-how to the demands and future of the international hotel industry.