McLean, VA – Hospitality Sales and Marketing Association International (HSMAI) celebrated the best in travel and hospitality marketing at the annual Adrian Awards Celebration on Wednesday, February 18, at the New York Marriott Marquis. More than 500 industry leaders and agency executives gathered to honor the campaigns, brands, and marketers shaping the future of travel. Centered on this year’s theme, “The Exceptional Experience,” the evening highlighted the powerful, personal, and transformative impact of travel marketing from compelling storytelling and captivating campaigns to purpose-driven initiatives that move the industry forward.

HSMAI introduced a refreshed awards structure featuring 30 entry categories organized by media type: Paid, Earned, Owned, and Multi-Channel/Integrated Marketing. Across each division, Platinum, Gold, Silver, and Bronze honors were awarded, with Platinum recipients announced live at the Celebration. From those Platinum winners, Best of Show honorees were then unveiled on stage, recognizing the most exceptional work in each media category.

Each year, the Adrian Awards remind us that travel marketing is about far more than promotion — it’s about connection, emotion, and impact. This year’s honorees delivered bold ideas and breakthrough storytelling that elevated brands and resonated deeply with audiences. We are proud to celebrate the marketers and organizations who continue to push our industry forward and redefine what exceptional truly looks like. Brian Hicks, President & CEO of HSMAI

HSMAI Adrian Award Platinum Winners:

Earned Media

• Connecticut Office of Statewide Marketing & Tourismand Adams & Knight for Connecticut: Pizza Capital of the U.S.
• Marriott International and 160over90 for Marriott Bonvoy X Courtyard by Marriott’s Find the Real Jason Kelce Contest
• Discover The Palm Beaches for “Palm Royale-ty” Set-Jetting FAM in The Palm Beaches
• Connecticut Office of Statewide Marketing & Tourism and Adams & Knight for Connecticut Christmas Movie Trail Media Event

Owned Media

• Marriott International — The Ritz-Carlton Hotel Company and 71 West for Late Checkout: A Ritz-Carlton Story
• The Dunes on The Waterfront for From 11K to 40K: How Influencer Storytelling Transformed The Dunes
• Cody Yellowstone, Park County Travel Council and VERB Interactive for Cody Yellowstone’s Social Media is WILD Forever

Paid Media

• West Virginia Department of Tourism and Miles Partnership for West Virginia’s “Screen Free Summer” Campaign
• MSC Cruises and Lou Hammond Group for TODAY Show on MSC World America
• Minor Hotels and eMarketingEye for The White Lotus Effect: From Screenplay to Stays

Multi-Channel/Integrated Marketing

• Hotel del Coronado, Curio Collection by Hilton for Relaunching an Icon
• Visit Lake Tahoe and Noble Studios for Visit Lake Tahoe “Rules to Lake By” Campaign
• Langham Hospitality Group for Your Story. Our Legacy

HSMAI Adrian Award Best of Show Winners:

• Earned Media: Marriott International and 160over90 for Marriott Bonvoy X Courtyard by Marriott’s Find the Real Jason Kelce Contest
• Owned Media: Marriott International — The Ritz-Carlton Hotel Company and 71 West for Late Checkout: A Ritz-Carlton Story
• Paid Media: MSC Cruises and Lou Hammond Group for TODAY Show on MSC World America
• Multi-Channel/Integrated Marketing: Hotel del Coronado, Curio Collection by Hilton for Relaunching an Icon

HSMAI also recognized this year’s Top 25 Extraordinary Minds during an exclusive VIP reception held in conjunction with the awards ceremony. The prestigious distinction honors outstanding sales, marketing, revenue optimization, and distribution leaders across hospitality, travel, and tourism organizations for exceptional achievement. Additional information on awardees is available here.

Three trailblazing industry leaders were awarded the Robert A. Gilbert Award for Career Achievement in Commercial Strategy: Mary Casey, hospitality and business events leader; Jeff Doane, Chief Commercial Officer at Omni Hotels & Resorts; and André Fournier, Chief Commercial Officer at CoralTree Hospitality. Named in tribute to Robert A. Gilbert, who served as HSMAI’s President and CEO from 1995 to 2024, the award recognizes individuals whose impact extends far beyond performance metrics, advancing the profession, strengthening teams, and elevating the hospitality industry as a whole. Additional information about the recipients and the Robert A. Gilbert Award is available here.

Additionally, the HSMAI Foundation hosted a Silent Auction which raised over $15,000 for programs that support the future of hospitality talent, including student scholarships, faculty partnerships, industry research, and Rising Leaders programs.

Thank you to this year’s Adrian Awards Celebration best of show co-host, Ideas Collide; signature partners Milestone and Three & Six; Top 25 VIP Reception Co-Host, Kinective Media; and supporters Google, New York Marriott Marquis, Sojurn, and VERB.

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

About HSMAI

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 annual programs such as the Commercial Strategy Conference and Adrian Awards. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with over 30 chapters in the Americas Region. Connect with HSMAI at hsmai.org.