HMA
- Company typePrivate
- Founded1984
- HeadquartersMonterey, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
HMA firmographics
Firmographics- Name
- HMA
- Legal name
- HMA
- Website
- https://wearehma.com
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
HMA industry classification
Industry- Product category
- Hospitality Marketing Technology
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Processing & Data Preparation (7374)
- akta.pro primary industry
- CRM Data Quality, Enrichment & CDP-Adjacent CRM (HDAEAFAJ)
- akta.pro secondary industry
- MDM Platforms (Customer/Product/Supplier/Location) (HDAEADAA)
Keywords
Where HMA is headquartered
LocationHeadquarters
- HQ city
- Monterey
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
HMA business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Intelligencia Platform Subscription: HMA generates revenue through subscription-based pricing for its Intelligencia hospitality CDP and CRM platform, with tiered options (DataView, Essentials, Enterprise) providing data cleansing, email marketing, automated journeys, and reporting capabilities. The platform is sold as a managed service with white-glove support included in subscription tiers.
- Professional Services (Fractional Marketing Team): Additional revenue from fractional marketing team services including campaign management, segmentation workshops, marketing calendar development, and strategic consulting beyond core platform access.
- Program Add-ons: Additional revenue from optional add-ons including custom templates, web forms, custom reports, data appending, Boomerang booking recovery, and additional customer journeys beyond tier inclusions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | DataView - Data Cleansing & Analysis tier focused on foundational data quality |
| Subscription | Annual | Essentials - DataView plus Email Marketing tier for hotels seeking core automation |
| Subscription | Annual | Enterprise - Full-service marketing solution with all-inclusive volume package |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
HMA product offering
Product offeringCore offering
HMA sells the Intelligencia hospitality customer data platform and CRM hybrid that unifies PMS, CRM, and marketing data for hotels, resorts, and multi-property groups. The platform applies proprietary data cleansing and identity resolution to remove OTA noise, build unified guest profiles, and power email marketing automation, booking recovery (Boomerang), VIP recognition (Valet), and multi-property analytics (DataView). HMA also delivers fractional marketing services including campaign management, segmentation, design, and consulting on top of the platform.
Differentiator
Problem solved
Functional benefit
Brands
- Intelligencia: Hospitality customer data platform (CDP) and CRM hybrid that unifies guest data, cleans OTA noise, powers segmentation, email marketing automation, booking recovery, and VIP recognition for hotels and resorts.
- Boomerang
- Valet
- DataView
Products and services
- Intelligencia Hospitality-specific customer data platform and CRM hybrid for hotels, resorts, and multi-property management groups. Unifies PMS, CRM, and marketing data; continuously cleans and deduplicates records; builds enriched guest profiles; and powers email marketing automation, automated journeys, booking recovery, VIP recognition, and multi-property reporting. Sold as an annual subscription with three tiers (DataView, Essentials, Enterprise).
- Boomerang (Booking Recovery) Booking abandonment recovery platform that captures real-time email intent from guests who leave a hotel website without booking and sends personalized recovery messages, including an On-Site Offers upgrade. Targets hotel marketers seeking to recover lost direct bookings and reduce OTA dependency.
- Valet (VIP Management) Soft-loyalty engine that identifies high-value guests across properties and surfaces recognition cues at arrival (such as room upgrades and welcome notes) without the cost or complexity of a traditional points-based loyalty program. Built for hotels seeking to recognize VIPs and drive repeat stays.
- DataView Analytics and multi-property reporting portal that delivers portfolio-wide visibility into performance by property, segment, and channel through interactive dashboards and report decks. Supports data cleansing analysis, booking pace tracking, email performance metrics, VIP grid, and report decks for hotel groups.
- Fractional Hotel Marketing Services
Quantifiable outcome
- Over $1 billion in attributed lifetime revenue generated for clients
- +7 more outcomes
Companies that use HMA
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles4 records
HMA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability6 records
Feature6 records
HMA partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Marketing Experts InternationalcoreCollaboration with Marketing Experts International for delivering specialized sales and marketing guidance to HMA clients. Their team offers up-to-date insights on trends, technologies, and public relations, aiding businesses in achieving growth and increased profitability. Founder Lisa Maria Stice provides marketing technology executive expertise with B2B sales and digital marketing technical proficiency.
- Flip.tocorePartnership spanning nearly a decade where Flip.to's platform helps hotels unlock marketing potential by engaging guests' friends and family. Flip.to extends hotel reach through user-generated content and authentic storytelling. President Ed St. Onge leads the company in redefining the hotel booking journey. HMA utilizes Flip.to's platform to capture valuable insights and craft personalized marketing strategies.
- Screen PilotcorePartnership since 2010 with Screen Pilot for digital experience engineering in hospitality and travel. Screen Pilot develops strategies engaging customers throughout their journey from inspiration to advocacy. Under CEO Justin Larsen, their Digital Brand Experience (DBX) platform personalizes customer journey across all platforms. HMA integrates with Screen Pilot to deliver personalized content through omni-channel strategy and contributes ancillary data to each property's CDP for enhanced targeting.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
HMA competitors and assessment
Company assessmentBroad incumbents
- Salesforce Marketing Cloud: Salesforce Marketing Cloud is a broad enterprise marketing platform used by large hotel brands; it competes with HMA at the high end of the market via deep CRM, journey builder, and data capabilities, though it lacks HMA's hospitality-specific OTA cleansing and white-glove service.
- HubSpot: HubSpot is a broad CRM and marketing automation platform used by hospitality marketing teams; while not hospitality-specialized, its lower-friction self-serve pricing and AI features pose a competitive alternative for mid-market hotels evaluating HMA.
- Adobe Experience Cloud: Adobe Experience Cloud offers enterprise-grade CDP, personalization, and campaign management used by global hotel chains — a broad incumbent alternative for large hospitality customers that may opt for Adobe over a vertical specialist like HMA.
Direct peers
- Triptease: Triptease specializes in direct booking conversion tools for hotels, including booking abandonment recovery (a near-identical feature to HMA's Boomerang) and on-site messaging — making it a focused direct competitor in the booking-recovery sub-segment.
- Sojern: Sojern is a digital marketing platform purpose-built for hotels and tourism boards, offering guest data, programmatic advertising, and direct booking campaigns — overlapping with HMA's customer base and mid-funnel demand-generation motion.
- Revinate: Revinate is a hospitality-focused guest data platform and CRM that unifies PMS, email marketing, and reputation management for hotels — directly competing with HMA's Intelligencia CDP+CRM and Boomerang booking recovery in the same independent and boutique hotel segment.
- Cendyn: Cendyn is a hotel CRM, CDP, and digital marketing platform serving independent properties and hotel groups with guest data unification, email automation, and metasearch — overlapping heavily with HMA's value proposition for multi-property groups.
- SHR (SHR Group): SHR provides a hospitality CRM, CDP, and booking engine with AI-driven personalization for hotels and resorts — a directly comparable vertical SaaS player competing for the same data-cleaning and direct-booking use cases HMA targets.
Emerging players
- Mews: Mews is a modern cloud-native PMS increasingly adding guest experience and CRM-adjacent functionality; its growth among boutique and independent hotels makes it both a complementary integration partner and a future competitive threat to HMA's PMS-dependent stack.
Others
- Flip.to: Flip.to is a hospitality marketing partner that drives direct bookings through guest advocacy and UGC; HMA already has a strategic partnership with Flip.to, but Flip.to's growing first-party data capabilities overlap with HMA's CDP use cases.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
HMA social profiles
Digital presenceHMA financial estimates
Financial estimateRevenue estimate
Valuation estimate
HMA leadership team
Management profileNumber of profiles
HMA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HMA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HMA
What does HMA do?
HMA sells the Intelligencia hospitality customer data platform and CRM hybrid that unifies PMS, CRM, and marketing data for hotels, resorts, and multi-property groups. The platform applies proprietary data cleansing and identity resolution to remove OTA noise, build unified guest profiles, and power email marketing automation, booking recovery (Boomerang), VIP recognition (Valet), and multi-property analytics (DataView). HMA also delivers fractional marketing services including campaign management, segmentation, design, and consulting on top of the platform.
Is HMA a public or private company?
HMA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HMA founded?
HMA was founded in 1984. It employs 11 to 50 people.
Where is HMA based?
HMA is headquartered in Monterey, United States, in the North America region.
How does HMA make money?
Three revenue lines are on record. Intelligencia Platform Subscription is the primary driver. The others are professional Services (Fractional Marketing Team) and program Add-ons.
Who are HMA's main competitors?
Broad incumbents on record are Salesforce Marketing Cloud, HubSpot and Adobe Experience Cloud. Direct peers are Triptease, Sojern, Revinate, Cendyn and SHR (SHR Group). Mews is listed as an emerging player. Flip.to is listed as an others.
Does HMA have an API?
No public API is recorded for HMA.
What industry is HMA in?
HMA's product category is Hospitality Marketing Technology. Its primary akta.pro industry code is HDAEAFAJ, CRM Data Quality, Enrichment & CDP-Adjacent CRM, with a secondary code of HDAEADAA, MDM Platforms (Customer/Product/Supplier/Location). Its NAICS code is 51821 and its SIC code is 7370.