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HBAA unveils a new identity

HBAA, the trade association for the meetings, events, and accommodation industry, has unveiled its new identity: beam.

The board has recognised the need for change and the need to have an identity that represents the span of its membership. 

Members of beam will benefit from being part of a wider community with tools and content accessible to members, as well as strategic partnerships developed to aid members’ business growth.

With membership being for both agencies and venues, this change aims to ensure that both sides of the sector are represented and encouraged to do business together, for the benefit of the end customer.

beam also aims to represent an industry in need of shared learning, best practice and behaviours and a louder voice in Government.

To fulfil beam’s mission, the association will be launching three new board positions: industry relations director, next generation director, and content delivery director.

The industry relations director will attract and retain members as well as garner support for events.

The next generation director will recruit next-generation talent. They will also provide an outlook on industry matters and the direction of the association.

The content delivery director will serve as a primary role to ensure that the association curates authoritative, knowledgeable and forward-thinking content across all channels.

Beckie Towle, marketing director, HBAA and founder of Events Raccoon, commented: “beam will shine a light on our industry and on its members. It will be outward facing into the industry and to Government, collaborating and striving for a united voice.

“beam will continue to champion change and lead the debate on key issues that will impact our industry, with macro environmental issues at the forefront, with clear collaboration pathways across the sector, while creating the industry leaders of tomorrow."

Towle added: “Our new identity gives us real purpose and true representation of our membership. Our members remain the core of our success and like all businesses we have had to change to ensure we survive and have a prosperous future. We have big ambitious plans and need an identity that represents us, to showcase our vision."

Angie Mason, founding member of HBAA, commented: “As a founder member of HBAA, and having enjoyed the opportunity to contribute to its long-term development, I am delighted that the association continues to go from strength to strength with the transformation to beam.

“All good things evolve to become their best and this is a perfect example. Our industry thrives on best practise, learning and networking and these are the areas in which beam will lead. It will continue to be the voice of its members on a wider stage and lead the way for the continuing transformation of the business events, accommodation and meetings sector into the future.”

Over the coming months beam will unveil further details of the strategy and vision, as well as the membership benefits that it will offer and provide.

Sian Sayward, governance director at HBAA and director of commercial partnerships & projects at Inntel, said: “Today is just the start of many changes, the start of the journey of transformation as we continue our work to widen the membership, to deliver the benefits of membership to our members’ businesses and make our voice louder."