HBAA (Hotel Booking Agents Association) is the events and hospitality association that drives, promotes and models good business between its members. It champions best practice, ethical working and sound commercial judgement, making HBAA membership the mark of quality assurance for the sector.

HBAA has recently strengthened its resources by appointing Inntel’s Sian Sayward, Head of Commercial Partnerships & Projects as a board member. Her appointment, along with others in the industry will enable the HBAA to focus on engagement with agencies and venue members and to communicate effectively with them on key elements, including the elevation and future evolution of the association’s code of practice, supporting with key issues, providing governance and aiding the recovery of the industry.

The association is also proactively campaigning and working in collaboration with other industry associations and government bodies for national support for all its diverse members, as a collective and united voice.

Sian Sayward said: “I am honoured to have joined the HBAA Board, especially at a time when, now more than ever we need to work collaboratively and support each other as agents and venues. I’m joining a strong leadership team that always have the very best interests of our members and the wider industry at heart. Together we will work to ensure the association stays relevant, provides the right support and engagement and that we are expertly positioned to guide this industry through the period of recovery we all hope will be on its way soon.”

“I’d like to say thank you to Douglas and all the team at Inntel for supporting my personal HBAA journey, I’m extremely grateful for all the opportunities I get as part of my role, and I look forward to representing Inntel at the highest level within the HBAA.”

Douglas O’Neill, Inntel CEO said: “I’m delighted that Sian has been invited to be an HBAA board member. Her knowledge and experience of our industry spans twenty years and I know that she will have a very positive impact on the association that she has contributed to for many years.”