IARE Partners with HSMAI to Expand Reach and Elevate Opportunity

FOR IMMEDIATE RELEASE: McLean, VA (October 5, 2023) – The Hospitality Sales and Marketing Association International (HSMAI) has announced the integration of the International Association of Reservation Executives (IARE) membership and program of work into HSMAI. HSMAI will partner with IARE to elevate the role of contact centers as they continue to play an integral role in all commercial functions of the hospitality industry, and IARE will leverage HSMAI’s extensive network to expand its reach and grow networking opportunities for its constituents.

IARE’s mission is to be the premier global travel industry contact center association and to foster connections throughout the travel industry. Initially founded in 1985 by a group of hotel reservation center managers who wanted to exchange ideas and best practices with their peers, today IARE Membership is open to include representatives from contact centers across the travel industry, including airlines, car rentals, cruise lines, riverboats, individual hotels, tour operators, visitor bureaus, digital travel sites, destinations, theme parks, and those that serve these industries.

“Contact centers are a crucial component across all commercial functions of the hospitality industry and we are thrilled to gain IARE’s expertise and networking opportunities for our commercial-discipline members,” said Robert A. Gilbert, CHME, CHBA, president and CEO, HSMAI. “The partnership between HSMAI and IARE is a natural fit as we seek to progress in HSMAI’s mission to provide invaluable support and growth to industry professionals.”

“IARE has been a stand-alone association for the past 38 years and continues to provide Contact Center leaders across the hospitality industry a venue to network, share best practices and stay current with industry trends,” said Michelle Lord, IARE President and Director of Reservation Sales, Accor. “Integrating with HSMAI will be a milestone in our history that will allow us to expand our network and continue to bring immense value to our members.”

IARE will work on their annual plan for 2024 at this year’s IARE Fall Reconnect in Savannah, GA on October 16-18, 2023. To learn more about IARE and their vision, visit IARE.com.



Media Contact

Lorena Bonner





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.

About IARE

Founded in 1985 by a group of hotel reservation center managers, the International Association of Reservation Executives (IARE) is the only non-profit organization dedicated to travel industry contact centers. Their membership consists of large and small award-winning brands in the hospitality and travel industries. IARE connects contact center leaders and executives who face similar challenges for the purpose of networking, benchmarking, and industry education. This is accomplished through the delivery of highly engaging, industry-relevant, in-person and virtual events, direct discussion forums, and thought leadership. Learn more at IARE.com.