Networking for the Hospitality Industry of the Future – In Conversation with Anna Heuer (HSMA Germany)

The hospitality industry faces constant changes and challenges, whether through technological innovations, evolving customer needs, or global trends such as sustainability. But how do we successfully address these challenges and continuously develop the industry? A look at the work of the Hospitality Sales and Marketing Association (HSMA) Germany e.V. provides fascinating insights.

HSMA – Pioneers for Hotel Professionals

We spoke with Anna Heuer, Managing Director of HSMA Germany, about the network within the association, current topics and developments, as well as the challenges in today's global transformation. HSMA Germany is the professional association for the hospitality industry and boasts a network of over 1600 members as well as an extensive industry-specific knowledge base.

With nine specialist departments, mainly focused on commercial aspects, HSMA Germany covers a wide range of hotel-related topics, including sales, distribution, revenue management, online marketing & e-commerce, marketing & communication, and MICE (Meetings, Incentives, Conventions and Events). However, in recent years, HSMA has expanded its scope to include areas such as technology, HR & employer branding, and sustainability.

Practical Events with Fresh Perspectives

A central aim of HSMA is to support the hospitality industry in these areas and respond to current challenges with practical content. This is achieved through approximately 30 events per year, ranging from small regional events (20 - 50 participants), and barcamps (up to 150 participants), to the large #HSMAday with up to 350 hotel enthusiasts.

One particularly notable project of HSMA is the #YoungRockstars, which provides young people who have already gained experience in hospitality with free access to events. This not only fosters new talent but also brings fresh perspectives to discussions, benefiting young individuals and all HSMA members.

Networking as a Lifeline

"For HSMA, networking is not just a task but part of our DNA," says Anna Heuer. It is also enshrined in the association's statutes as one of two main tasks. Through an open and diverse membership structure, the organization creates platforms that enable members to support each other and learn from one another. The emphasis is on peer-to-peer exchange, with sales pitches explicitly discouraged.

In the hospitality sector, networks play a crucial role in connecting people with influence in their respective areas or companies. Numerous events and platforms within the industry offer networking opportunities. However, despite this diversity, Anna Heuer notes a certain monotony: "Unfortunately, at most events, you meet the same people. The 'circles' are sometimes not very open to new perspectives and personalities (of course, there are some wonderful exceptions here)." To counteract this stagnation, HSMA emphasizes openness and diversity. They strive to integrate young people, new personalities, and companies into their networks, incorporating new perspectives. Especially in a rapidly changing world, this approach is of great importance. According to Anna Heuer, the motto that should apply is "Talking with each other instead of about each other".

Cross-Industry Collaboration

A few years ago, the decision was made to expand membership by allowing not only hoteliers but also suppliers of all kinds to join. Anna Heuer sees this step as a clever move towards advancing the industry. Within the professional association, suppliers and hoteliers are on equal footing, advising and supporting each other completely neutrally and without advertising. The mutual exchange allows for benefiting from different perspectives and developing innovative solutions together.

The professional association advocates the philosophy that in hospitality, support from professionals in their field is needed due to diverse challenges, such as labor shortages, as well as technological and cultural changes. This way, hoteliers learn from suppliers, and in turn, suppliers better understand what hotels truly need and can adapt their strategies accordingly. Both sides benefit from this exchange.

Challenges in Global Transformation

Networking is crucial, especially in times of rapid change with new global trends, says Anna Heuer: "The complexity that the 'new world' brings cannot easily be solved and understood by a single person (a single hotelier). Thus, it is important that all participants communicate with each other and thereby improve continuously.".

The Managing Director of HSMA emphasizes that global trends such as sustainability and new technologies greatly influence the dynamics of networks. In addition, there are also country-specific requirements, with inputs from all regions welcome in the professional association. There are nations where certain areas are much more advanced than in the DACH region, while other countries have even more catching up to do in comparison. These insights are of great interest to members and provide exciting insights into different stages of development within the industry.

Strategies for Effective Networks

How can hotels and companies build and maintain effective networks? Here, openness, collaboration, and the courage to look beyond one's sphere are crucial. Anna Heuer believes that less ego and more willingness to collaborate are the keys to long-term and successful networks.

News & Insights

A special feature of HSMA is its ability to mediate between different parties and its commitment to providing webinars on current topics. A great example is the recently held webinar "Focus on Booking.com", which addressed relevant questions and topics concerning the OTA giant. The initiative aims to create a space for dialogue and provide comprehensive insights into current issues.

Members benefit from various advantages, including discounts on various educational offerings from universities and training institutions, as well as "Member to Member Benefits". In addition, the HSMA website can be used as a communication platform, where event and seminar offers can be found.

Conclusion

The work of the professional association shows that networking and cross-industry exchange are crucial for shaping the future of hospitality successfully. We at RateBoard also benefit from the use of HSMA's open platform and greatly appreciate that valuable contributions are made to the further development of the hospitality industry through innovative and forward-thinking projects and a diverse pool of members. We at RateBoard also benefit from using the open platform of HSMA and greatly appreciate that a valuable contribution to the advancement of the hotel industry is made through innovative and forward-looking projects and a diverse membership pool.