The new brand represents the business events, accommodation and meetings sectort, and begins a new chapter for the association building on its 24-year past.
Underpinned by the Association’s four pillars, Resilience, Innovation, Ethics, and Quality, it will ensure that the association remains relevant and sustainable for the future.
The change, supported by the Board, was developed following extensive research and a long-standing recognition of a need to have an identity that truly represents the span of current and future membership.
Beckie Towle, HBAA Marketing Director and Founder of Events Raccoon 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.
“Our members remain the core of our success and like all businesses we have had to change to ensure we survive and have a prosperous future. We have big ambitious plans and need an identity that represents us, to showcase our vision."
Over the coming months beam will unveil further details of the strategy and vision, as well as the membership benefits that it will offer and provide.
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