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HSMAI recently announced Brian Hicks as its new CEO and President. Hicks will lead HSMAI with over 30 years of experience across various commercial, operational, and strategic roles in the hospitality industry. As he takes the helm, staff chatted with Hicks about his background, his top priorities for the organization, and his vision for advancing the hospitality industry’s commercial disciplines.
Q: Can you share a bit about your background and what drew you to the role?
I knew from an early age that I wanted to go into the hotel industry. I enjoyed the service aspect of hospitality and wanted a career that allowed me to travel and work in different locations. About 20 years ago, I found my passion for the commercial side of the business, and I’ve never looked back.
It’s this passion for the industry, the uniqueness of Commercial, and the amazing people that I will now have the pleasure of working with that really drew me to this role with HSMAI.
Q: What’s one thing people might be surprised to learn about you?
Many people thought it was surprising when I moved from working in London at IHG to Fargo, ND. But what most don’t know is that Fargo is where I grew up, and I still have family and friends there. So, it was a great move personally and professionally. Also, I hold dual citizenship—I gained British citizenship after living in the UK for over seven years.
Q: As you step into the role of CEO, what are your top priorities for HSMAI?
Capturing insights from our members and advisory boards and converting them into useful, impactful content is essential in ensuring that HSMAI’s content remains relevant to our industry’s needs. I’m also interested in exploring partnerships with content providers in other industries or verticals that can broaden our perspectives.
Education and mentoring will be central, too—especially through initiatives like the Executive Roundtable discussions and the Rising Leaders’ Councils. I’m passionate about attracting the next generation of talent. I got the “travel bug” at a young age, and I want future hospitality professionals to know that this industry welcomes everyone and offers fulfilling career paths.
Q: What excites you most about taking on this role with HSMAI?
I’m really motivated by the opportunity to make an impact on HSMAI members and partners, as well as to facilitate connections that will benefit them throughout their careers. Bob Gilbert had an incredible influence on so many in the industry, and his legacy will be felt for years. I hope to carry that torch forward and see our members thrive.
Q: Outside of work, how do you unwind and stay balanced?
I love music and the outdoors. This past year, I saw Adele and Ed Sheeran in concert, and I also attended Austin City Limits and the Shakey Knees Festival in Atlanta. I’m looking forward to catching Oasis on tour next year, assuming they don’t break up before the tour makes it stateside.
I also enjoy spending time on the water, whether it’s towing the kids on the pontoon, jet skiing, or stand-up paddleboarding.
Q: As you begin this journey as CEO, what would you like to say to HSMAI members about your vision and approach for the future?
To all members, I’m truly honored to step into this role and am humbled by the legacy of the leaders who have guided HSMAI. In my first 90 days, my priority will be to listen to your insights, build on the existing relationships, and lay the foundation for HSMAI’s future growth.
Thank you for your continued engagement and involvement—you make this organization stronger.