Industry Update
Press Release 3 November 2021

HSMAI and HFTP announce Technology Innovation for 2021 Adrian Awards

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The 2021 HSMAI Adrian Awards competition features a new Technology Innovation entry category in cooperation with HFTP. This category will honor innovations in sales, marketing & guest satisfaction, revenue optimization technology and platforms that are powering the recovery.


For 64 years the HSMAI Adrian Awards have spotlighted excellence in hospitality advertising, digital marketing, and public relations. This year’s competition focuses on capturing the great work done by hotels, destinations and their partners to get the country moving again.

2021 Focus Categories:

  • Recovery Marketing – Brand positioning/motivational messaging that made the traveling public know that the hotels and destinations were open for business and ready to safely welcome guests.
  • NEW! Recovery Campaign Evolution – Campaigns entered in the 2020 competition will be eligible again if the new entry shows how the campaign evolved as the industry moved into recovery.
  • Corporate Social Responsibility – Honoring how brands, properties and destinations supported people and communities impacted by the pandemic into their recovery efforts.
  • NEW! Diversity Marketing: Showcasing the commitment to advance diversity in the hospitality industry and to recognize those organizations who have made strides to adopt diversity in their marketing communications. Single and Campaign entry options.

PLUS: More than 20 advertising, digital marketing, and public relations categories.

Learn more & enter


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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