The HMA Rebrand: How We Evolved Into Hospitality Intelligence

HMA’s rebrand marks more than a new look - it represents decades of evolution in data, technology, and hospitality marketing. What began as a data management firm has grown into a hospitality intelligence company powering cleaner data, stronger segmentation, and measurable ROI for hotels and resort brands.

A Fresh Chapter in Intelligent Marketing

Over the past 40 years, our business has transformed alongside the hospitality industry itself. We started with one mission: help hotels understand and activate their guest data. Today, that mission powers the Intelligencia platform, our suite of products built for cleaner insights, automated campaigns, and white-glove support.

Our rebrand reflects that growth. It’s a visual and strategic refresh designed to align HMA’s modern capabilities - CRM optimization, guest history analysis, VIP recognition, and booking recovery - under one unified identity: Intelligent Marketing.

Why We Rebranded

Hospitality has changed. Data now drives marketing, revenue, and guest experience. The new HMA brand captures that reality. It communicates precision, intelligence, and warmth - the same balance we bring to our clients.

We streamlined our name, refined our message, and modernized our design language to match what clients have always known us for: clean data, sharp strategy, and measurable outcomes.

What the Degree Symbol Means

That small “°” in our logo isn’t decoration - it’s intent. It represents HMA’s promise of 360-degree intelligence: full-circle data, from collection to conversion. It’s our way of saying we see the whole guest journey, and we help our clients do the same.

Looking Ahead

Our rebrand is about progress. It’s about creating technology and strategies that allow hotels to compete with bigger brands while maintaining their own story. With every product update and partnership, HMA keeps pushing the boundaries of what hospitality marketing can be - personal, data-driven, and remarkably human.

For a closer look at how HMA’s solutions help hotels use their data more intelligently, visit the Intelligencia product suite.