SAN ANTONIO—The Hospitality Sales and Marketing Association International has appointed Brian Hicks as its new president and CEO. Hicks, who has more than 30 years of international experience, steps into this role as only the fifth CEO in HSMAI’s nearly 100-year history, following the late Bob Gilbert, who was president and CEO for 30 years. Gilbert stepped down from his role in July and died in September.
According to the Association, Hicks’ appointment comes at a “pivotal time” as the organization continues to expand its global presence. He will lead 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 and 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,” said 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’ Career
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 and subsequently transitioned to IHG Hotels and Resorts, where he held leadership roles across Europe, the Middle East, Asia and the Americas. He launched IHG’s "revenue management for hire" program and established the first in-market revenue center for managed hotels in New York City.
He also was 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 and 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.
“We’re thrilled to welcome Brian to both HSMAI and the MCI team,” said Carrie Hartin, president, association solutions for MCI USA, HSMAI’s association management company. “His leadership style is a great fit for the vision of the HSMAI community and will inspire and empower our staff as we move forward.”
"I'm honored to lead this remarkable association, which has played a pivotal role in shaping the careers of so many hospitality professionals,” Hicks said. “As I step into this role, I’m both humbled and inspired by the strong foundation Bob Gilbert established. Together, we share a deep passion for this industry, and I look forward to continuing the mission of supporting our members and making a lasting impact on their careers."