Mark is leader of HBA DNA – the hospitality branding division of HBA working within and independently of the firm. Created for hoteliers by hotel designers, the division aims to create and inspire a new-age hospitality based around truly understanding the next generation of independent traveler. HBA DNA specializes in creating new brands and bringing them to life; future-proofing concepts through their insightful trends, market research and target guest profiling, followed by translating the brand DNA into spatial concepts to visualize and test the new product before going live.
Prior to HBA, Mark spent more than 17 years working in Hong Kong, London and New York with hospitality pioneers such as Philippe Starck, Soho House Group and YOO hotels. Having worked with some of the industry’s leading luxury service brands, he brings a balance of innovation and originality, paired with true experience and commercial sensibility. His brand creation experience includes bringing several original brands to market including The Hoxton,
YOO2, Shama Hub and Wei Casa. He was also part of the creative team behind the pioneering and award-winning Virgin Atlantic Upper Class Lounge at Heathrow Airport, with concepts that led to a new generation of global airport lounges, unchallenged for over a decade.
Mark is a regular contributor and writer on industry trends and the future of hospitality and is constantly striving to create the ultimate hospitality brand experience. He talks about working in the ‘soft space’ of hospitality; creating original branded experiences that embody the true essence and DNA of the brand.