McLean, VA – The Hospitality Sales and Marketing Association International (HSMAI) has announced the integration of the International Association of Reservation Executives (IARE) membership and program of work into HSMAI. HSMAI will partner with IARE to elevate the role of contact centers as they continue to play an integral role in all commercial functions of the hospitality industry, and IARE will leverage HSMAI’s extensive network to expand its reach and grow networking opportunities for its constituents.

IARE’s mission is to be the premier global travel industry contact center association and to foster connections throughout the travel industry. Initially founded in 1985 by a group of hotel reservation center managers who wanted to exchange ideas and best practices with their peers, today IARE Membership is open to include representatives from contact centers across the travel industry, including airlines, car rentals, cruise lines, riverboats, individual hotels, tour operators, visitor bureaus, digital travel sites, destinations, theme parks, and those that serve these industries.

Contact centers are a crucial component across all commercial functions of the hospitality industry and we are thrilled to gain IARE’s expertise and networking opportunities for our commercial-discipline members. The partnership between HSMAI and IARE is a natural fit as we seek to progress in HSMAI’s mission to provide invaluable support and growth to industry professionals. Robert A. Gilbert, CHME, CHBA, president and CEO, HSMAI
IARE has been a stand-alone association for the past 38 years and continues to provide Contact Center leaders across the hospitality industry a venue to network, share best practices and stay current with industry trends. Integrating with HSMAI will be a milestone in our history that will allow us to expand our network and continue to bring immense value to our members. Michelle Lord, IARE President and Director of Reservation Sales, Accor

IARE will work on their annual plan for 2024 at this year’s IARE Fall Reconnect in Savannah, GA on October 16-18, 2023. To learn more about IARE and their vision, visit IARE.com.

About IARE

Founded in 1985 by a group of hotel reservation center managers, the International Association of Reservation Executives (IARE) is the only non-profit organization dedicated to travel industry contact centers. Their membership consists of large and small award-winning brands in the hospitality and travel industries. IARE connects contact center leaders and executives who face similar challenges for the purpose of networking, benchmarking, and industry education. This is accomplished through the delivery of highly engaging, industry-relevant, in-person and virtual events, direct discussion forums, and thought leadership. Learn more at IARE.com.

About HSMAI

HSMAI is a global organization of sales, marketing, and revenue optimization professionals representing all segments of the hospitality industry. With a strong focus on education, HSMAI leads the way in identifying and communicating trends in the hospitality industry. Operating as a leading voice for both hospitality and for the sales, marketing, and revenue optimization disciplines, HSMAI connects its members with customers. Founded in the United States in 1927, HSMAI is a membership organization comprising 5,000 members from 35 countries and chapters worldwide. HSMAI operates around the globe via regional boards of directors and staff. There are four regions: the Americas, Asia Pacific, Europe, and the Middle East, with a Latin America region under development. Each region has geographic chapters and signature programs and services for association members. HSMAI has a Global board which is made up of delegates from each region.