Source: Hotel Marketing Association (HMA)

The Hotel Marketing Association (HMA) is delighted to announce the 30th annual HMA Hotel Marketing Awards – marking three decades of recognising and celebrating marketing excellence within the UK's hotel industry. This milestone event will take place in June 2025, honouring outstanding marketing campaigns and exceptional talent that have significantly contributed to the sector’s success.

The 30th HMA Hotel Marketing Awards are now open for entries, welcoming submissions from independent hotels, groups, branded chains and marketers who work in the sector. The awards embrace marketing in its broadest sense, encouraging entries that range from internal campaigns to brand loyalty programmes, email promotions, social media initiatives, new website launches, sustainability-focused marketing and employee engagement strategies.

Entries are free, thanks to the generosity of the HMA’s sponsors, and the deadline for submissions is 5pm on Friday, 14th March 2025.

The award categories for this year include:

  • Best Website
  • Best Partnership Marketing
  • Social Media Campaign of the Year
  • HMA Creative Excellence Award
  • Best Hotel Marketing Team
  • Rising Star in Hotel Marketing

Campaign entries will be evaluated on their relevance to the target market, as well as creativity, strategic approach, measurable objectives, budget utilisation, innovative ideas, ethical practice and authenticity. Separate criteria apply for the Team and Rising Star categories.

As the HMA celebrates this significant milestone, it remains committed to supporting hotel marketers by providing access to the latest insights, trends and professional development opportunities. The association continues to offer a platform for networking, learning and recognising excellence within the industry.

Since its inception, the HMA has been dedicated to endorsing marketing excellence, providing support and inspiration to hotel marketers across the UK. Originally founded in 1963 as the Hotel Sales Managers Association, the organisation was a pioneer in professionalising hotel sales and marketing. It evolved into the Hotel Industry Marketing Group in 1970, becoming part of the Chartered Institute of Marketing, before rebranding in 1996 as the Hotel Marketing Association with the backing of the UK’s ten major hotel chains. Throughout its history, the HMA has remained committed to staying at the cutting edge of the industry, supporting marketers through education, networking and industry collaboration.

The HMA’s flagship awards programme was first launched in 1994 by its now Life President, Pamela Carvell, to acknowledge the growing professionalism of marketing within the hotel sector. It was a groundbreaking initiative at the time, with no previous dedicated hotel marketing awards in the UK. The winners of the inaugural awards included prestigious hotels such as The Gloucester Hotel London, the InterContinental Hotel London and the Devonshire Arms, all of which remain industry leaders today, demonstrating the enduring impact of outstanding marketing.

In 2005, the HMA formed a valuable partnership with HOSPA, the Hospitality Professionals Association, to further align its values with the broader hospitality industry. This collaboration has strengthened the HMA’s commitment to delivering value to its members and the wider hotel marketing community.

The HMA has long benefited from the expertise and dedication of its volunteer committee members, who are senior marketing professionals representing leading hotels and brands. Building on this strong foundation, the association continues to focus on key priorities, establishing efficient working structures to meet the needs of today’s dynamic hotel marketing landscape.

Reaching 30 years of the Hotel Marketing Awards is a landmark moment for the HMA and the hotel marketing community. Over the years, we've seen the industry evolve significantly, and these awards continue to shine a light on the most innovative, creative and results-driven campaigns in the sector. As we celebrate this milestone, we also look ahead to the future – continuing to champion excellence, to support marketers and to drive the industry forward.  Pamela Carvell, Life President for the HMA

For more information on the awards and how to enter, please visit www.hotelmarketingassociation.com/awards.

About the Hotel Marketing Association

The Hotel Marketing Association is the only dedicated body for hotel marketers in the UK. It provides support and inspiration for hotel marketers and the wider industry, offering guidance and insight for business and career development. The HMA focuses on delivering engaging events, networking opportunities with industry experts and partnerships with like-minded institutions to offer resources, expertise, and exclusive benefits. The association also celebrates outstanding marketing achievements through its annual awards programme.