This appointment comes at a pivotal time for HBA as the firm continues to advance its OneHBA framework, bringing together every design discipline under one unified platform. In this role, Madelaine will articulate that integrated capability to operators and owners, translating HBA’s collective expertise into clear, compelling value for clients. As hospitality development becomes increasingly complex, shaped by evolving brand architectures, guest expectations, sustainability priorities, and technological change, this role formalises HBA’s shift from design service provider to strategic partner and co-creator.