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The Hotel Marketing Association (HMA) is the only dedicated body for hotel marketers in the UK. Providing support and inspiration for hotel marketers and the wider industry seeking guidance and insight for their business and career.


We also celebrate the success of individuals and hotels who demonstrate outstanding marketing ability through the HMA awards every year.

Our key areas of focus include delivering an annual schedule of engaging events and networking with inspiring experts and speakers, partnering with like-minded institutions offering third party resources, expertise and exclusive benefits, as well as helping members access the best programmes for learning, career development and professional qualifications.

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Meet the HMA team

The HMA team is made up of experienced hospitality professionals, who work passionately to make the association what is is today. If you would like to get in touch with a member of our team please contact us here

Pamela Carvell, Life President

Pamela is Life President of the HMA. She was previously Chairman for 10 years and prior to that Vice Chair & Press Officer. It was in that latter capacity that she came up with the idea of the HMA launching marketing awards, now in their 25th year.

Pamela has been passionate about marketing since studying it as part of her Management Sciences degree at Manchester University. She launched Pampas Marketing in 1991, having previously been Marketing Director EMEA for Holiday Inns. She was awarded the last ever Presidents Award by the CIM for her contribution to hotel marketing.

You can find Pamela on LinkedIn here

Harry Fielder, Chairman

Harry Fielder is Managing Director of the hotel marketing agency, Umi Digital. Since beginning his hospitality journey as an intern at university, Harry has worked with hundreds of hotels to empower the direct booking channel through excellent marketing and technology. Harry is both a marketer and developer in equal measure and now bridges the gap between commercial requirements and technical implementation of new products and systems.

Harry currently lectures at Bayswater College on Digital Strategy and his thesis from 2014 on the impact of social enterprise on hospitality brands is still being used today in real business cases in the UK. Harry is a regular speaker at hospitality events throughout the year, from the IHS Innovation Stage to workshops at the National Hotel Marketing Conference.

Harry was the winner of the Young Agency Marketer of the Year award at the 2017 HMA Awards.

You can find Harry on LinkedIn here

Martin Evans


Prior to launching his marketing consultancy, The Tourism Business, Martin worked in marketing management positions with Yorkshire Tourist Board (now Welcome to Yorkshire), Consort Hotels Group and Forte Hotels.  Specialist areas in which Martin has worked include hotel sales and marketing strategies and audits, spa marketing and destination/events marketing.  The Tourism Business also runs annual training events for tourism businesses, including the National Hotel Marketing Conference, the National Spa Marketing Conference and the National Wedding Venue Marketing Conference.

Nicola Cook


Nicola has over 25 years hospitality experience, initially in London marketing a variety of including hotels, restaurants and private members clubs, where highlights included working for Sir Terence Conran and Conran Restaurants and Michelin-starred chef, Jean-Christophe Novelli. Wanting to return to her Yorkshire roots, she joined Rudding Park in Harrogate in 2011 and was named Inspirational Marketer of the Year, at the Hospitality Professionals Association (HOSPA) Leadership Awards 2022.

As a member of the Senior Leadership Team, Nicola is responsible for contributing to the overall business and executing an integrated marketing approach to achieve all objectives.

At Rudding Park, our focus for 2023 is Meetings & Events which we have identified as a real growth opportunity for us. The importance of sustainability; both committing to it as a business but also ensuring our marketing communications showcase these initiatives is crucial. Oh, and we are also planning to introduce a new experience at The Spa in the coming months which is very exciting, so watch this space!

You can find Nicola on LinkedIn here

Petra Clayton


Petra launched boutique marketing, PR and communications agency Custard Communications in 2007, with a desire to deliver effective and transparent, creative, strategic communications and marketing advice to hotels and venues. With 24 years’ experience in marketing, including roles as Director of Marketing at the Institute of Hospitality and Loyalty and PR Manager at Princess Cruises (P&O Cruises), Petra invests a lot of time into being on the pulse of all things marketing. As a result, she is often asked to share her expertise at conferences and workshops. Petra has also written for Caterer & Hotelkeeper, Hotel Magazine, Hotel Business, Event Industry News, Conference News and Big Hospitality.

Petra believes in a blend of academic and hands-on experience and promotes continuing professional development throughout her business. She encourages constant learning and proactively supports her expanding team in their development.

Petra has also dedicated a considerable amount of time to developing her own skills, completing a Master’s Degree in Strategic Marketing Management, a Cordon Bleu Diploma in Catering at Tante Marie, a Wine Spirit Education Trust Certificate and several short courses on personal development and leadership.

Petra has taught the Chartered Institute of Marketing Postgraduate Diploma and currently teaches the Master Innholders Aspiring Leaders Diploma in Sales and Marketing. In a bid to giving more back to the industry, Petra and the Custard team also provide free marketing consultancy to support The Clink Charity in rehabilitating prisoners with hospitality and catering skills for placement within the industry upon release from prison.

You can find Petra on LinkedIn here

Andrea McKay


Andrea has a spent over 25 years in senior marketing roles with such brands as Whitbread, Hilton and BPP University and has a MSc in Marketing.  Andrea is a certified Coach, Systemic Team Coach and accredited to deliver behavioural assessments for individuals and teams.  She founded Coaching Confidential to enhance the leadership competencies and behaviours to deliver on objectives more effectively.  Andrea provides a confidential space and non-judgemental thinking partner for leaders to establish an authentic approach to challenges, opportunities and behaviours for their personal and team’s growth and, with greater insight, move to action quicker.

Andrea also helps companies develop commercial and operationally viable strategy through her consultancy Amano Marketing.

Andrea has been on the HMA committee since 2001 and served as Chair from 2010 to 2012.  She is an advocate for accessible learning, sharing best practice and the celebration of professional marketing in the hospitality sector.

You can find Andrea on LinkedIn here

Kasia Rudnik


Kasia has over twelve years’ hospitality experience, working with global hotel chains such as Hyatt, IHG and Marriott International where she built digital strategies for a portfolio of 30 European hotels in a number of diverse geographical locations such as France, Russia, Hungary, Italy, Belarus, Turkey and the Netherlands.

She joined The Langham, London in January 2018 as Director of E-Commerce leading their entire digital strategy in partnership with the company’s Hong Kong headquarters. Since joining The Langham, Kasia has driven a significant increase in results via the hotel’s owned channels.

You can find Kasia on LinkedIn here

Andrew Farrow


Andrew has held senior marketing roles across Europe in the hospitality industry, notably for Hilton and Fairmont, Raffles, Swissotel (FRHI) with a focus on the upper upscale and luxury market. In recent years he looked after the marketing for Exclusive Collection where he lead and implemented the group rebrand, before joining RBH Hospitality Marketing in 2019.


As Group Director of Marketing for RBH, Andrew is a key member of the Senior Leadership team. Leading the RBH Marketing team which is responsible for all marketing levers across a portfolio of around 50 properties, as well as working closely with the major international brands and numerous independent properties. His role has a digital focus, ensuring all properties aim for industry leading returns from their spend, whilst also creating branding and positioning solutions for owners. In addition, Andrew’s remit includes overseeing RBH corporate communications.

2023 is a year for numerous exciting new openings and key marketing projects for RBH. Not only are we continuing to work with major brands on both our existing hotels and new openings, but we are increasingly being given the opportunity to create and develop new brands for independent properties, enabling us to be more creative and showcase the expertise and skillsets we have in house.

You can find Andrew on LinkedIn here

Jane Pendlebury


Jane Pendlebury is a successful and well-known personality within the worldwide hospitality arena, her career has been dedicated to hospitality. Ambition and enthusiasm have resulted in high achievements and recognition in the field.


Jane ran the Membership and Events office for HOSPA from 2014-2016 before being promoted to CEO. Her involvement in HOSPA (previously BAHA) started many years ago as a Member and a Corporate Gold Sponsor. Jane has been part of the operations team for HOSPACE since 2010.

You can find Jane on LinkedIn here

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