Hirsch Bedner Associates (HBA), a leading hospitality design firm, has appointed Madelaine Chan as Principal, Strategic Partnerships. This newly created senior leadership role aims to deepen client engagement and bolster HBA's global presence in the hospitality sector. Chan will focus on articulating HBA's integrated design capabilities to operators and owners, translating the firm's collective expertise into compelling value propositions.

Chris Godfrey, Co-CEO of HBA, stated, “Madelaine’s appointment reflects how HBA is evolving as a firm. Her experience enables deeper conversations with our clients about brand intent, commercial realities, and long-term value.” Chan's role will involve early-stage client engagement, strategic relationship development, and market intelligence, ensuring HBA’s creative expertise aligns with client ambitions from the outset.

With over 20 years of experience in global hospitality across Asia-Pacific, Chan's background in brand differentiation and guest experience positions her to bridge commercial priorities with creative execution. She emphasised the importance of partnerships in bringing HBA's OneHBA framework to life, stating, “When collaborators are engaged from the beginning, design becomes more intentional and integrated.”

Whilst the role is global, it has a strong focus on the Asia-Pacific region, where markets such as Southeast Asia, Japan, and Greater China are rapidly expanding. Chan noted, “Successful partnerships require both sensitivity to local context and clarity of brand narrative, an area where HBA is uniquely positioned.”

This strategic appointment underscores HBA's commitment to evolving from a design service provider to a strategic partner and co-creator in the hospitality industry

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