HSMAI Top 25 Profile: Shannon Cummings

HSMAI honored the2023 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution— recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. Shannon Cummings, Global Brand Marketing Manager at Hyatt,is one of these honorees.  

At Hyatt, Shannon strives to bring the stories of Hyatt’s Independent Collection brands to life for travelers, inspiring new audiences to experience and champion these amazing brands. With over 10 years of experience in marketing strategy, digital media, brand activations and brand management, Shannon has added value and driven impact across the travel, hospitality, and F&B sectors for clients such as Uber Technologies Inc., Choice Hotels International, Berkshire Hathaway Travel Protection, Visit Oklahoma City, Santa Monica Travel & Tourism and Sonic Drive-In. When she’s not traveling, she’s either dreaming of her next trip or working to find presence on her yoga mat.  


Successfully elevated brand awareness and engagement for Hyatt’s Independent Collection through innovative digital marketing strategies. 


“Shannon’s strategic approach to storytelling and brand activation has significantly enhanced 

the visibility and appeal of Hyatt’s Independent Collection.” 

Q&A with Shannon Cummings 

What advice would you give to your younger self? 

I would tell my younger self to prioritize authenticity over perfection. As I’ve grown in my career and witnessed amazing leadership from some inspiring mentors and supervisors, I’ve more fully realized the value, and even the necessity, of bringing your authentic self to the workplace, aligning your career path with your values, admitting (and even celebrating) your mistakes and failures, being unafraid to ask questions and admit when you don’t know the answer, and not forgetting to bring levity, humor and joy to your work. We work in travel, an industry that bring so much good into the world, so I would remind my younger self that the work will get done and to enjoy the ride! 

What keeps you inspired? 

I am so inspired by travel, specifically the empathy that it builds, the connection it creates, the adventure it promises, the joy it inspires, and the transformative experiences that it brings. Travel gives us the opportunity to experience unique and often remarkable moments that change our perception of the world, allow us to better understand others and ourselves and give us the gift of creating memories that stay with us and positively impact our lives moving forward. I feel so lucky to work within an industry that can deliver such a life-affirming gift and that inspires me every single day. And I think it’s also imperative to remember that travel can be to a far-off place, but it also just be walking down the street to your favorite hometown coffee shop and connecting with a friend. Inspiration comes to those who get out into the world and seek it! 

Nominations will open in mid July for the 2024 HSMAI Top 25!

Categories: Marketing
Insight Type: Articles