Business & Finance

Lisa Ross Named One of HSMAI's Top Minds in Travel; rbb Communications Wins Platinum Adrian Award for Hampton by Hilton PR Campaign

MIAMI, Fl. March 13, 2017 – Lisa Ross, president of rbb Communications, was honored as one of the Hospitality Sales and Marketing Association International’s (HSMAI)Top 25 Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Optimization at the 60th Annual Adrian Awards Gala held on February 21, 2017 in New York City. rbb also was recognized with a Platinum Adrian Award in Public Relations for its U.S. Hispanic-targeted #Seekender campaign with client Hampton by Hilton, in addition to earning multiple category wins. The HSMAI Adrian Awards are the largest and most prestigious global travel marketing competition.

HSMAI is the leading advocacy organization to promote intelligent, sustainable hotel revenue growth, and provides tools and insights to industry professionals. HSMAI’s Adrian Awards applaud hospitality marketing excellence across advertising, digital marketing and public relations. Award winners – Gold, Silver & Bronze – are scored by industry experts who judge more than 1,200 entries from hospitality and marketing companies worldwide. Platinum winners are selected from the standout Gold Award entries.

According to HSMAI, the annual “Top 25” list highlights those who have had a significant influence on the hospitality and travel industries. The award honors leading achievers in sales, marketing, and revenue optimization for their accomplishments in the preceding 18 months, and is based on creativity and innovation; cutting edge sales or marketing campaigns; triumph in challenging situations; and sales efforts that resulted in dramatic gains.

Ross was in good company alongside other “Top 25” industry leaders from hospitality giants such as Hilton, Marriott, Google, and She was recognized for her acumen, creativity and award-winning marketing campaigns that have challenged and inspired others to use innovation, imagination and integrity to tell their stories.

“I am grateful to be recognized by HSMAI, an outstanding organization that has served the hospitality industry so well for so long,” said Ross. “It is a privilege to share this award with a stellar group of industry peers.”

In addition to Ross’ award, rbb received one of only nine prestigious Platinum Public Relations awards presented at the event as well as nine Gold, Silver and Bronze Adrians in Public Relations for campaigns on behalf of several clients. The continued recognition from HSMAI supports the success of the firm’s growing Travel Practice that ranks among the industry’s top 15 and serves leading hospitality companies such as: Apple Leisure Group, Hilton Worldwide, Virgin Voyages and more. In her role as president and leader of rbb’s Travel & Leisure Practice, Ross directs client communications campaigns to promote trial and engagement, and create emotional connections with consumers for enhanced loyalty and bottom line results. Many rbb clients credit her strategic thinking and determination in building their brands. Over the past year, she has influenced rbb’s unprecedented growth through new and expanded client programs, and acquisitions.

During her career, Ross has been recognized by Who’s Who in Communications, Enterprising Women’s Top 100 Female Executives and the Business Journal’s Most Influential Business Women. She currently serves on HSMAI’s Marketing Advisory Council and is a repeat judge of the Adrians as well as other PR industry awards. She recently was nominated to the position of vice chair-elect, Americas region, of PROI, the largest global organization of independent PR firms. Ross also serves as a current board member and former chair of The Strategic Forum, is an active member of the PR Council, the Women Presidents Organization (WPO) and the Good to Great Committee of the Greater Miami Chamber of Commerce.

About rbb Communications:

rbb is an integrated communications firm and four-time U.S. Agency of the Year. As the Champion of Breakout Brands, rbb inspires companies to create customer passion that delivers bottom line results. rbb’s family of brands offer media relations, marketing, corporate communications, digital/social media and creative services/advertising. Specialty practices include consumer products/services, travel & leisure, health, sports & entertainment, professional services/B2B and higher education. The firm’s global network extends across more than 50 countries through its partnership in PROI Worldwide, the largest global network of independent public relations agencies. For more information, visit or call (305) 448-7457.


The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners, and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals & their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as HSMAI ROCET, Adrian Awards, and Revenue Optimization Conference. HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at,, and

rbb Communications:
Jaclyn Messina

Coming Up In The October Online Hotel Business Review

Feature Focus
Revenue Management: Technology and Big Data
Like most businesses, hotels are relying on technology and data to drive almost every area of their operations, but perhaps this is especially true for hotel Revenue Managers. There has been an explosion of technology tools which generate a mountain of data – all in an effort to generate profitable pricing strategies. It falls to Revenue Managers to determine which tools best support their operations and then to integrate them efficiently into their existing systems. Customer Relationship Management, Enterprise Resource Planning, and Online Reputation Management software are basic tools; others include channel managers, benchmark reports, rate shopping tools and review systems, to name a few. The benefits of technology tools which automate large segments of a Revenue Manager’s business are enormous. Freed from the time-consuming process of manual data entry, and having more accurate data available, allows Revenue Managers to focus on analysis, strategies and longer-term decision-making. Still, for most hotels, the amount of data that these tools generate can be overwhelming and so another challenge is to figure out how to effectively utilize it. Not surprisingly, there are some new tech tools that can help to do exactly that. There are cloud-based analytics tools that provide a comprehensive overview of hotel data on powerful, intuitive dashboards. The goal is to generate a clear picture, at any moment in time, of where your hotel is at in terms of the essentials – from benchmarking to pricing to performance – bringing all the disparate streams of data into one collated dashboard. Another goal is to eliminate any data discrepancies between finance systems, PMS, CRM and forecasting systems. The October issue of the Hotel Business Review will address all these important developments and document how some leading hotels are executing their revenue management strategies.