Industry Update
Press Release 7 October 2020

HSMAI Adrian Awards Redesigned to Reflect the Current Travel Landscape

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The Hospitality Sales and Marketing Association International (HSMAI) is now accepting entries for the 2020 Adrian Awards. The 64th Annual Adrian Awards focuses on the best practices, innovation, and community shown in hospitality campaigns and coronavirus crisis responses. This year, HSMAI has redesigned the Adrian Awards to reflect the current travel landscape and streamlined entry, lowered costs, as well as set a later submission deadline to allow recognition of more great work.

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"The Adrian Awards take on a new and vital meaning in 2020," said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. "Hospitality and tourism professionals continue to face evolving challenges due to the ongoing pandemic that requires a new level of innovation and ingenuity to survive. HSMAI is proud to recognize the extraordinary efforts of hospitality sales, marketing, and revenue optimization leaders during these unprecedented times with Adrian Awards. By coming together to recognize incredible work, we will reinvigorate the spirit and strength of our industry to push forward and drive recovery. "

This year there are four focus categories:

  • Corporate Social Responsibility - Being a good member of a community has never been more important than during the pandemic. Examples of entries include programs for hotels to house local medical and emergency workers, food distribution programs, and programs to provide additional community outreach, in addition to destinations providing resources to their communities.
  • Crisis Communications/Management - The challenges presented to the hospitality industry during the pandemic have been unprecedented, requiring leadership and outreach to many stakeholders. Examples of programs that can be entered in this category include communications plans to booked guests and groups regarding closing, outreach for rebooking, virus mitigation practices, and internal team communication.
  • Recovery Strategies - During the pandemic and upon reopening the hospitality industry has created innovative messaging and promotions. Examples of initiatives in this area include promotions to communities and groups still traveling (medical, military, etc.), brand positioning, including messaging and marketing around the safety of travel, and motivational messaging by hotels, brands, and destinations.
  • Talent and Leadership Development: An HSMAI Foundation Honor (Free to Enter) - The hospitality industry has seen significant challenges in human resources during the pandemic, with major layoffs, furloughs, and reorganization. Entries in this category should focus on mitigating the impact on staff, staff onboarding and cross-training, utilization, leadership courage, and retention efforts.

In addition, entries will also be accepted in 20 select Adrian Awards categories for pre-crisis marketing efforts.

Adrian Award entries can be submitted from October 1st through December 1st, 2020. Please note all entries for the Adrian Awards must be submitted online.

HSMAI is also accepting nominations for 2020 The HSMAI Top 25 Extraordinary Minds in hospitality sales, marketing, and revenue optimization and the 2020 marketing and public relations Lifetime Achievement honors. For submission guidelines and award information, visit HSMAI Top 25 Minds and Lifetime Awards.

Adrian Awards entries will be judged by a panel of advertising, digital marketing, and public relations experts and leading members of the hospitality and travel industry. Professionals interested in being a judge must have at least eight years of hospitality, travel or tourism marketing, or specific media experience. For more information or to apply, please visit HSMAI Adrian Awards Judging.

An Adrian Awards Dinner will be held on Tuesday, March 30, 2021, in conjunction with the HSMAI Marketing Strategy Conference and other "HSMAI Marketing Week" events at The Diplomat, Hollywood, Florida. During the celebration, HSMAI will also honor the HSMAI Hospitality Heroes: An Adrian Awards Honor, heroes who have been recognized for taking a leadership position, championing a cause, or creating a program that has directly benefited industry workers, medical personnel, first responders, or communities impacted by the coronavirus pandemic.

Support the achievements and success of hospitality and tourism professionals. Consider becoming a 2020 Adrian Awards partner. Contact Elise Rhinehart at [email protected].

About HSMAI

HSMAI is a global organization of sales, marketing, and revenue optimization professionals representing all segments of the hospitality industry. With a strong focus on education, HSMAI leads the way in identifying and communicating trends in the hospitality industry. Operating as a leading voice for both hospitality and the sales, marketing, and revenue optimization disciplines, HSMAI connects its members with customers. Founded in the United States in 1927, HSMAI is a membership organization comprising 5,000 members from 35 countries and chapters worldwide. HSMAI operates around the globe via regional boards of directors and staff. There are four regions: the Americas, Asia Pacific, Europe, and the Middle East. Each region has signature programs and services for association members. HSMAI has a Global board which is made up of delegates from each region.

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