The Hospitality Sales and Marketing Association International (HSMAI) is proud to announce the appointment of Brian Hicks as its new President and CEO. Hicks, a distinguished hospitality leader with more than 30 years of international experience, steps into this role as only the fifth CEO in HSMAI’s nearly 100-year history, marking a new chapter in the organization’s legacy of leadership. His proven track record of driving growth, innovation, and leadership across major hotel brands and regions positions him well to continue building upon the foundation laid by the late Bob Gilbert, who served as President and CEO for 30 years.
Hicks’ appointment comes at a pivotal time for HSMAI as the organization continues to expand its global presence and deepen its impact on the hospitality industry’s commercial disciplines. With extensive experience spanning operations, commercial strategy, and revenue management, Hicks’ leadership will further strengthen HSMAI’s commitment to advancing the sales, marketing, and revenue management disciplines across the industry. He assumes leadership of the HSMAI Americas, Foundation and Global entities.
“Bob Gilbert’s legacy is reflected in the incredible talent we considered during this process, and we couldn’t be more pleased with the outcome. After an extensive search with many exceptional candidates, we are excited to welcome Brian Hicks as our new CEO,” said Andrew Rubinacci, Chief Advisory Officer at FLYR Hospitality, Chair, HSMAI Americas. “Brian’s global experience, having worked and lived in multiple regions, aligns perfectly with HSMAI’s continued international growth. His deep involvement with HSMAI, both on the board and advisory levels in the Americas and Europe, makes him uniquely qualified to guide us into the future.”
“HSMAI Europe welcomes Brian to his new role and looks forward to working with him,” says Michael Nowlis, Programme director, MBA Programmes at Imperial College Business School and chair of HSMAI Europe Board of Directors. “Brian’s 30+ years of experience in hotel operations and commercial management have provided him the vision to lead the association through its next phase of growth. Having worked globally for Ritz Carlton, Starwood Capital and IHG, including several years in Europe, Brian sees international expansion as a key strategic thrust of our continued development.”
Hicks began his hospitality career after earning a degree in Hotel & Restaurant Management from the University of Wisconsin-Stout. He joined The Ritz Carlton Hotel Company in Atlanta, Georgia, and subsequently transitioned to IHG Hotels and Resorts, where he held multiple leadership roles across Europe, the Middle East, Asia, and the Americas. His innovative contributions, such as launching IHG’s “revenue management for hire” program and establishing the first in-market revenue center for managed hotels in New York City, have solidified his reputation as a forward-thinking strategist.
His leadership journey also includes a stint as Chief Operating Officer of TMI Hospitality, a Starwood Capital subsidiary, where he oversaw 185 hotels across 25 states. Following TMI’s acquisition by Aimbridge Hospitality, Hicks returned to IHG, where he most recently served as Senior Vice President of Commercial & Revenue Management for the Americas.
As a long-time supporter and active member of HSMAI, Hicks has served on various advisory boards, including the HSMAI Europe Revenue Management Advisory Board, the Americas Revenue Management Advisory Board, and the Americas Board of Directors.
