HSMAI Perspective: Marketing That Won: Trends that Dominated the 2022 Adrians

Robert A. Gilbert, CHME, CHBA, President and CEO, Hospitality Sales & Marketing Association International (HSMAI) 

The upcoming Adrian Awards in Los Angeles on February 23 are the longest-running and most prestigious awards in the hospitality industry. Each year, the Adrian Awards recognizes the best of the best in hospitality advertising, digital marketing, and public relations. This year under the umbrella of our theme – The Next Chapter – we saw a wide range of innovative and creative campaigns that brought the hospitality industry forward. Thank you to our judges for their time and expertise in selecting winners and for sharing their perspectives with us about what stood out in 2022. This year’s winners exemplify the trends that are shaping the future of the industry and offer some great insights into what’s to come. 

In a year that started heavily impacted by the pandemic, destination travel marketing became more prevalent, especially highlighting the ecotourism trend of sustainable and responsible travel. The focus area of recruitment brought us entries that pushed the envelope creatively. We were awed by multi-faceted campaigns with great integration of all platforms, from traditional channels to new and exciting ones like VR, TikTok, and Twitch. There were clear and concise goals, with impressive ROIs. And we found beautiful storytelling, high quality content, and skillful use of influencers to really engage with guests. Finally, many brands and destinations are focusing on inclusive travel. Winning entries in the diversity, equity, and inclusion focus area included engaging, thoughtful, and authentic storytelling. 

These are just a few of the trends that we’re seeing in hospitality marketing, and we expect that they’ll continue to evolve in The Next Chapter. As the industry changes, PR, digital marketing, and advertising will continue to be vital to connecting and inspiring travelers to the experiences they are seeking.  

I hope to see you at the Adrian Celebration in Los Angeles –  our first time on the west coast – as we roll out the red carpet and celebrate the Adrian and Top 25 winners!  

Categories: Marketing
Insight Type: Articles