23 November 2021 - Millennium Chelsea Harbour Hotel,
9 December 2021, Virtual
February 2022, Virtual
The Hotel Booking Agents Association (HBAA) has revealed a
new identity and branding, including a change of name to beam.
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Beam represents the business events, accommodation and meetings
sector, and the association’s board said the new name “truly represents the
span of membership today and tomorrow”, which includes both agencies and venues.
It starts a new chapter for the organisation, which was founded 24 years ago.
According to the organisation, the new identity is
underpinned by its four pillars of resilience, innovation, ethics and quality
and is part of wider plans for “extensive changes” based on research.
Members of beam will benefit from being part of a wider
community alongside tools and content, as well as strategic partnerships
developed to aid their business’s growth.
To fulfil its mission, beam will launch three new board
positions – the industry relations director will reportedly serve as a primary
face of the association to attract and retain members and garner support for
events and special initiatives; the next generation director will be in charge
of attracting, retaining and recruiting next-gen talent and will provide a new
outlook on industry matters and the direction of the association; and the content
delivery director will ensure the association curates authoritative,
knowledgeable and forward-thinking content across all channels.
Beckie Towle, the association's marketing director and founder of
Events Racoon, 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.”
HBAA founding member Angie Mason said: “All good things
evolve to become their best and this is a perfect example. Our industry thrives
on best practice, 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.”
Beam said it will reveal further details of its strategy and
vision, as well as the membership benefits it will offer, over the coming