HMA reveals 2025 award winners at 30th anniversary celebration at The Savoy

The Hotel Marketing Association (HMA) has announced the winners of its 30th annual Hotel Marketing Awards, held at a prestigious ceremony at The Savoy, London, on Monday 16th June 2025. This landmark event celebrated three decades of championing marketing excellence in the UK hospitality industry.

In a change to previous years, alongside the awards ceremony itself, the event, hosted by Peter Hancock as Master of Ceremonies, also included a focus on sharing best practice – featuring hospitality luminary Alex Polizzi as guest speaker. She was followed by an inspiring Marketing Leaders Panel, including Mike Baxter, owner of House of the Gods; Suzie Thompson Commercial VP of Red Carnation Hotels; and Matthew Saunby, Creative Director at 2050.

With the panel curated by Ryan Haynes of Haynes Marcoms, it imparted insightful inspiration to those in attendance ahead of the evening’s main event – the awards presentation, which also included a special recognition award.

The award-winning entrants were as follows:

• Best Website (sponsored by Clockwork Marketing) Winner: The Retreat (Signet Hotels Ltd)Shortlisted: Exclusive Collection, The QHotels Collection – Project Phoenix
• Best Partnership Marketing (sponsored by HBD Partners) Winner: The Grove – Christmas in the Mansion with Jo Malone LondonShortlisted: Marriott International – Create Your Own Traditions, Royal Lancaster London – A Blooming British Afternoon Tea with the Natural History Museum
• Social Media Campaign of the Year (sponsored by GuestRevu) Winner: Mad Monkey Hostels – Mad PassShortlisted: Red Carnation Hotels – Luxury Through Our Lens, The Grove – Behind The Grove Doors
• HMA Creative Excellence Award (sponsored by Net Affinity) Winner: BWH Hotels GB – Year of the Free BreakfastShortlisted: Hart Shoreditch – SPECTRUM, Marriott International – Create Your Own Traditions
• Best Hotel Marketing Team (sponsored by Agilysys) Winner: Hilton London MetropoleShortlisted: Switch Management, The Belfry Hotel & Resort
• Rising Star in Hotel Marketing (sponsored by For-Sight) Winner: Molly Peel – Red Carnation HotelsShortlisted: Emily Poole – The QHotels Collection, Alexandra Sanders – Hilton London Metropole
• Special Recognition – Make a Difference Award Winner: Pic PR & Billesley Manor Hotel & Spa

In recognition of an outstanding campaign focused on improving accessibility at the hotel and across the wider industry, the HMA also issued a special award on the night to creative communications agency, Pic PR, and Billesley Manor Hotel & Spa for its ‘Making Travel Accessible’ campaign. In a break from the norm, the HMA board felt the entry was worthy of standalone recognition thanks to its drive to improve the hospitality experience of all.

The special recognition didn’t stop there – as Hotel Marketing Association Life President, Pamela Carvell, was also honoured with an award in thanks for her outstanding contribution to Hotel Marketing over more than 40 years, including 15 years at the HMA.

Marking 30 years of the HMA Awards is a proud moment for our industry. The standard of this year’s entries was exceptional, and a true reflection of how critical marketing has become to the success of UK hospitality. Congratulations to all our remarkable winners, which were thoroughly deserved. And a big thank you to the industry figures who delivered such engaging educational sessions on the night. Andrew Farrow, joint chair of the HMA

Echoing his sentiments, Harry Fielder, fellow joint chair of the HMA, added: “This was our biggest awards yet – a fitting tribute to 30 years of recognising the very best in hotel marketing. The innovation, creativity and purpose showcased by our winners is exactly what our industry needs for the future. It was a terrific showing from all involved.”

We’re absolutely thrilled! It was a fantastic campaign delivered by a wonderful agency in Pic PR and it’s made an enormous difference to us – so to win such a special award is both fitting and incredibly appreciated. We had a fantastic evening and extend our congratulations to all the other winners! Laura Cherrington, Director of Sales & Marketing at Billesley Manor Hotel & Spa

The evening also raised £840 for Hospitality Action, the trade charity for the hospitality industry, which provides a wide range of practical and emotional support for hospitality workers including a 24/7 adviceline, access to counselling services (where clinically appropriate), legal information, debt advice and parenting support.

The Hotel Marketing Association is the only dedicated body for hotel marketers in the UK and forms part of HOSPA, the Hospitality Professionals Association. Through a programme of events, which offer access to leading insight and peer support, it continues to serve and champion those driving marketing performance within the sector. For full details and to find out more about the awards, visit: www.hotelmarketingassociation.com/awards