HSMAI Europe Launches UK Advisory Board to Strengthen Community, Insight, and Industry Leadership

In Brief: HSMAI Europe has launched a UK Advisory Board, a move aimed at bolstering industry leadership, fostering community ties, and providing deeper insights into the hospitality sector.

HSMAI Europe is proud to announce the formal launch of its UK Advisory Board, appointing Keith Butler, Sales Director, Radisson Hotel Group, UK & Ireland, as Chair. Keith will serve in this role for a two-year term.

Joining Keith on the Board are:

Chaitanya “Chati” Soni
Senior Multi Hotel Revenue Manager
Accor Europe & North Africa

Peter Heath
Founder
Venue Performance

The UK Advisory Board has been established to strengthen the HSMAI Europe community in the UK market by listening closely to what is happening on the ground, identifying emerging challenges and opportunities, and bringing those insights back into the wider HSMAI Europe community.

This is an important step in further building a connected and inclusive professional community where hospitality leaders and future talent can learn from one another, support one another, and grow together.

As part of our member community, the Board will play an important role in helping shape local initiatives, roundtables, networking opportunities, and market-specific activities that bring together professionals from across the hospitality industry in the UK.

A key ambition is to ensure the Board reflects the breadth of today’s hospitality ecosystem, with representation across disciplines including sales, marketing, revenue, operations, general management, HR, finance, and broader commercial leadership.

This cross-functional approach supports HSMAI Europe’s mission of strengthening collaboration, sharing market insight, and creating a stronger professional community across the sector.

Keith Butler, Chair, UK Advisory Board:

“I’m truly honoured to chair HSMAI Europe’s UK Advisory Board. Our ambition is to help strengthen the hospitality community across the UK by bringing leaders together to share insight, address real-world challenges, and help shape what comes next for our sector.

The Board will represent a broad range of disciplines and experience, reflecting how hospitality businesses operate today. Through thoughtful dialogue, roundtables, and relevant local initiatives, we want to strengthen collaboration, support future talent, and continue building a community where people can develop meaningful, long-term careers.”

Ingunn Hofseth, President & CEO, HSMAI Region Europe:

“The UK is one of the most dynamic hospitality markets in Europe, and we are delighted to welcome Keith as Chair, alongside Chati and Peter as initial members of the Advisory Board.

Their combined expertise and leadership will help strengthen our community in the UK, deepen local engagement, and ensure HSMAI Europe remains the go-to platform for insight, leadership, and professional growth.”

Call for Nominations – HSMAI Europe UK Advisory Board

As part of the launch, we warmly invite nominations from HSMAI Europe member companies across the UK hospitality community.

Nominations must come from one of our member companies, and we encourage organisations to put forward colleagues from a broad range of disciplines — including sales, marketing, revenue, operations, HR, finance, general management, and wider commercial leadership.

We are especially keen to reflect diversity of background, seniority, and experience, bringing together both established leaders and emerging voices who can contribute fresh perspectives.

Together, the Board will help strengthen the UK hospitality community, support local initiatives, provide market insight, and champion the development of future talent.

Please note this role requires a two-year commitment.

Members who would like to nominate a colleague or learn more are warmly invited to reach out directly to HSMAI Europe at postbox@hsmai eu.

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