HSMAI Celebrates 68th Annual Adrian Awards

The Hospitality Sales and Marketing Association International (HSMAI) celebrated the best in travel marketing at the Adrian Awards Celebration on Tuesday, February 18, at the New York Marriott Marquis, with more than 500 industry and agency executives in attendance. This year, the 68th annual competition theme, “Wish You Were Here,” celebrates the moments and contributions that comprised the most innovative and successful travel marketing, public relations, advertising, and integrated campaigns.

“The Adrian Awards are a testament to the ingenuity and passion of hospitality marketers who continue to push boundaries and redefine what is possible in travel marketing,” said Brian Hicks, President & CEO of HSMAI. “This year’s winners have delivered outstanding campaigns that have broken the mold, achieved incredible results, while also engaging in meaningful connections with travelers worldwide.”

This year’s honorees:

HSMAI Adrian Award Platinum Winners 2024:

Digital

• Marriott Bonvoy for Marriott Bonvoy Land

• Puerto Rico Tourism Company and agencies ROCA Marketing, KIS Agency & VML Puerto Rico, for Pasaporte a la Aventura (Passport to Adventure)

• Kentucky Department of Tourism and agency Miles Partnership for Fireside Fortune Video Series

Integrated Campaign

• Puerto Rico Tourism Company and agencies ROCA Marketing & JSD Agency for Puerto Rico Sí (Puerto Rico Yes!)

• Visit Rapid City and agency Digital Edge Marketing for Visit Rapid City’s Regional Meetings Campaign

• Visit Seattle and agencies Copacino Fujikado and C+C  for Love For All Boat

• Park County Travel Council and Cody Yellowstone and agency VERB Interactive for Cody Yellowstone, WILD Forever

Public Relations

• Omni Hotels & Resorts for SOLARBRATION

• The National WWII Museum and agency MMGY for Celebration and Reflection: Launching the New Liberation Pavilion

• Hilton for Hilton’s Global 2024 Trends Report: Spotlighting Generational Insights for a Fresh Look at Travel Trends

Advertising

• Port Aransas Tourism Bureau & Chamber of Commerce and agency Madden Media for Find What You Need in Port A Guerrilla Marketing Campaign

• Visit Costa Rica and agency MMGY for More Essential Than Ever

• Marriott International for The Marriott Bonvoy® x NCAA® Game Day Rituals Campaign: NIL Athletes

HSMAI Adrian Award Best of Show Winners 2024:

• Digital: Marriott Bonvoy for Marriott Bonvoy Land

• Integrated Campaign: Puerto Rico Tourism Company and agencies ROCA Marketing & JSD Agency, for Puerto Rico Sí (Puerto Rico Yes!)

• Public Relations: Omni Hotels & Resorts for SOLARBRATION

• Advertising: Port Aransas Tourism Bureau & Chamber of Commerce and agency Madden Media for Find What You Need in Port A Guerrilla Marketing Campaign

At the awards ceremony, HSMAI honored the 2024 class of Top 25 Extraordinary Minds, which recognize exceptional Sales, Marketing, Revenue Optimization, and Distribution leaders in hospitality, travel, and tourism organizations for their achievements in the preceding 18 months. Additional information on awardees is available here.

Two industry leaders were awarded HSMAI Career Achievement Awards. Michelle Woodley, President of Preferred Travel Group, received the Albert E. Koehl Award for Career Achievement in Hospitality Marketing. Victoria (Vickie) de Falco, Principal & Cofounder of Redpoint Marketing PR Inc, received the Winthrop W. Grice Award Hospitality Public Relations.

“I am truly humbled to receive this award and thankful to HSMAI for tonight and the opportunities it brings to all of us,” said Michelle Woodley, on the award. “I am sure that Mr. Albert E. Kohl – a trailblazer in what was then ‘Advertising’ and evolved into strategic marketing – is looking down on all of us alongside Bob Gilbert urging us forward.”

“HSMAI – thank you for this special honor, especially to the Award Selection Committee,” said Vickie de Falco. “It’s such a fun milestone in my career and I am so grateful!”

Additional information about the recipients and the HSMAI Career Achievement Awards is available here.

This year, the event also took a moment to honor the legacy of the late HSMAI president & CEO, Bob Gilbert, who played a pivotal role in bringing HSMAI and the Adrian Awards to where they are today.

Thank you to this year’s Adrian Awards Celebration signature partners Ideas Collide and Questex Travel, and supporters New York Marriott Marquis, MMGY Global, Tambourine, Three & Six, VERB, and Top 25 VIP Reception Co-Host, United Airlines Kinective Media.

For more information about the Adrian Awards and the 2024 honorees, visit adrianawards.hsmai.org.