The Hotel Marketing Association (HMA) has officially announced the finalists for its 31st annual industry awards, as it looks to shine a light on some of the leading creative marketing minds in UK hospitality.
The highly anticipated shortlist was revealed online this week across the HMA’s website and social media channels, highlighting a wealth of exceptional marketing talent and campaigns from across the sector.
Following the online announcement, the winners are set to be crowned on Monday 22nd June 2026 during an exclusive ceremony at the Waldorf Hilton London. Making a welcome return to the iconic venue, this year’s ceremony will offer an evening of collective celebration in recognition of industry excellence.
This year’s awards are proudly supported by Headline Sponsor Ipsos, a global leader in optimising brand performance with a dedicated Travel, Hospitality & Leisure team, alongside official Award Charity Partner, Hospitality Action.
The HMA, which is part of HOSPA, the Hospitality Professionals Association, is the only dedicated body for hotel marketers in the UK and provides support and inspiration for hotel marketers and the wider industry — delivering an annual schedule of engaging events and networking with inspiring experts and speakers.
The HMA awards cover a number of topics, including the innovative use of AI, social media campaigns, creative marketing, websites and more. The full range of categories and finalists includes:
- Best Website (sponsored by Clockwork Marketing):
- The Belfry Hotel & Resort
- The Newman
- The Savoy
- Best Partnership Marketing (sponsored by HBD Partners):
- The Grove, Hawksmoor in the Woods
- The Newman, Gambit Bar & Gibson Garage
- Waldorf Hilton London, Elf Afternoon Tea
- Social Media Campaign of the Year (sponsored by GuestRevu):
- Barons Eden, The Perfect Blackout
- Bespoke Hotels Hotel, Gotham Newcastle Launch Campaign
- Imperial London Hotels, Don’t Just Bookmark It. Book It.
- Innovative Use of AI in Marketing (sponsored by Screenpilot):
- Corinthia Hotels
- Red Carnation Hotels
- HMA Creative Excellence Award (sponsored by Net Affinity):
- Horwood House Hotel, The Butterfly Resort
- Small Luxury Hotels of the World, Hotels as Characterful as You
- The Torridon, Epic Arrivals
- Best Hotel Marketing Team (sponsored by Agilysys):
- London Hilton on Park Lane
- Luxury Family Hotels
- Sutton Hotel Collection
- Rising Star In Hotel Marketing (sponsored by For-Sight):
- Jack Bumstead, GuestHouse Hotels
- Rebecca Downey, Robinsons Managed Pubs
- May Facey, Marriott International
Pamela Carvell, Life President of the HMA, said: “These awards recognise and celebrate the best marketing practice in the UK hotel industry, as well as the best rising marketing talent. The 7 award categories are open to independent hotels, branded chain hotels and agencies alike, therefore they offer a real celebration of all corners of our industry.”
Jane Pendlebury, CEO of HOSPA, the hospitality industry’s leading authority on financial management, revenue management, asset management, technology and marketing, of which HMA is part, also commented: “Our industry is in need of inspirational figures to help us successfully navigate the challenges ahead. There are so many leaders in hospitality who don’t often have their talent recognised – so highlighting them and thanking them for their guidance and example is hugely important.”