HSMAI Adrian Awards Celebrate Campaigns That Empowered Recovery

The Hospitality Sales & Marketing Association International (HSMAI) celebrated excellence in travel marketing at the Adrian Awards Celebration on Wednesday, March 30, at The Boca Raton in Boca Raton, Florida. This year’s event, which took place outside New York City for the first time in over 25 years, was reimagined to provide attendees more time to socialize, celebrate, and enjoy the gracious outdoor and indoor spaces offered by The Boca Raton.

In welcoming the more 350 industry and agency professionals in attendance, Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI, said that “tonight, we honor and recognize the great work done by hotels, destinations, and their agency partners to get travelers moving again, showcase safety and security, and welcome those traveling for the first time in over a year. It’s been two years since we’ve been together face to face, and I’m sure I can speak for everyone when I say tonight is a welcome reunion.”

Best of Show:

  • Visit Norway/NNR and agency Trigger Oslo, for their entry 13,000 Reasons to Visit Northern Norway

Platinum Awards:

Company; Agency

  • Utah Office of Tourism
  • Club Wyndham; The Decker/Royal Agency
  • Visit Norway; Visit Norway/Maverix
  • DiscoverAtlanta.com; Madden Media
  • Best Western Hotels & Resorts; Ideas Collide
  • Visit Irving; Simpleview
  • Visit Norway/NNR; Trigger Oslo
  • The Broadmoor Manitou and Pikes Peak Cog Railway; Percepture

President’s Awards (Focus Categories):

Company; Agency

Corporate Social Responsibility

  • Atrium Hospitality; WiseHive Public Relations, LLC

Recovery Campaign Evolution

  • Naples, Marco Island, and the Everglades CVB; Paradise Advertising & Marketing

Recovery Marketing

  • Accor

Technology Innovation

  • Milestone Inc.

HSMAI also recognized incredible campaigns with Gold, Silver, and Bronze awards. To view the full list of winners, visit the Adrian Awards Winners Gallery.

Additionally, a panel of senior industry executives selected the HSMAI Top 25: Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Optimization for 2021. Each Top 25 recipient was honored by HSMAI in a separate ceremony at The Boca Raton on Wednesday night.

HSMAI also honored two industry leaders with HSMAI Lifetime Achievement Awards. Clayton Reid, Chief Executive Officer of MMGY Global, was recognized with the 2021 Albert E. Koehl Award for Lifetime Achievement in Hospitality Marketing.

“For all of us in this industry, the second largest industry on Earth, we make things happen,” said Reid. “Not only do we drive economies, we create empathy by placing people in places they don’t understand, by making the economy go, and that’s what I’m proud of. That’s what I’m proud of with our company and the things we’ve done over 40 years, and for that reason, I’m really proud that HSMAI would recognize us in that way.”

Alice Diaz, a veteran of the hospitality industry with over 30 years of service, was honored with the 2021 Winthrop W. Grice Award for Lifetime Achievement in Hospitality Public Relations. “It truly is an honor to be on this stage, especially after what the travel industry has endured,” said Diaz. “A lifetime achievement award is something I never imagined.  Certainly, I know that I’ve been blessed by representing some of the best travel clients in the world, but a girl from Corona with more street smarts than book smarts didn’t think she would end up on this stage.”

Given the unique current landscape of hospitality and travel and the emergence of extraordinary leaders, HSMAI created a new recognition program in 2020 “HSMAI Hospitality Heroes: An Adrian Awards Honor.” Carrying on the mission of those honors, the recipients of the 2021 Hospitality Recovery Heroes were also recognized during the Adrian Awards Celebration.

HSMAI Foundation Chair Michelle Woodley urged the audience to support a new initiative of the Foundation and HSMAI Europe: a designated fund to support both the immediate and longer-term needs of Ukrainians studying and working in the hospitality industry. More information is available at www.hsmaifoundation.org.

Thank you to this year’s Adrian Awards Celebration partners Cendyn, Google, Ideas Collide, and Milestone.

For more information about the Adrian Awards and the 2021 honorees, visit www.adrianawards.hsmai.org.

Press images available here.

Media Contact

Miranda Brown


The Hospitality Sales & Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Marketing Strategy Conference, Adrian Awards, Sales Leader Forum, and HSMAI ROC. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at hsmai.org, HSMAI Facebook, HSMAI Twitter, and HSMAI YouTube.