Peregrine Hospitality, a full-service hospitality owner-operator of 57 hotels and resorts, was honored last week with multiple recognitions at the Hospitality Sales and Marketing Association International (HSMAI) Adrian Awards for outstanding marketing campaigns and exceptional leadership.

The HSMAI Adrian Awards are among the most prestigious honors in the travel marketing industry, celebrating excellence in advertising, digital marketing, public relations, and integrated campaigns. The 69th annual Adrian Awards competition celebrated the most innovative and successful travel marketing campaigns in 2025 that have broken the mold, achieved incredible results, and engaged meaningful connections with travelers worldwide.

Entries are evaluated in five equally weighed categories - marketing objectives, creativity, quality, content, and results, and each campaign is evaluated on its own merit and success in achieving objectives. Approximately 200 industry experts, including advertising, public relations, communications, media, and digital professionals, along with leading members of the travel community, evaluate each campaign on its own merit and success in achieving objectives. 

"We're incredibly proud to be recognized among our peers by the HSMAI Adrian Awards again for our talent and work in executing multiple successful campaigns last year," said Kristen Richter, Chief Commercial Officer, Peregrine Hospitality. "This achievement reflects the dedication of our team and our commitment to delivering exceptional experiences across our properties."

Peregrine was honored in the following categories:

Bronze Awards

Sheraton San Diego Resort Completion of Multi-Million Dollar Renovation Campaign - Integrated Campaign 

The campaign was launched to drive awareness, shift perception, and increase demand across key business segments after completion of a $100+ million capital improvement program. The property received the coveted "Resort" designation, marking a significant milestone in the property's legacy as one of Southern California's premier waterfront destinations. The relaunch served as a strategic repositioning initiative, resulting in an overall lift in ADR, RevPAR and occupancy.

Sheraton San Diego Resort-Brewery X Harbor Island - Relaunch of Existing Product-Integrated Marketing

More than a physical upgrade, the rebrand and relaunch of Brewery X served as a strategic repositioning initiative, designed to drive San Diego residents to the outlet, enliven the on-property guest experience, and reinforce the overall hotel reputation within San Diego's dynamic food and beverage scene. The campaign resulted in increased revenue while helping cement Sheraton San Diego Resort as the city's leading resort destination for travelers, meeting planners, and the local community. 

Blue Mountain Resort Winter Campaign - Consumer Brand Campaign - Multi-channel/Integrated Marketing

An integrated, multi-channel campaign demonstrated that creative storytelling, strategic digital execution, and targeted messaging could drive measurable business outcomes, reinforce Blue Mountain's position as a premier destination, and set the stage for continued growth.

HSMAI Top 25 Recognition

HSMAI also recognized the Top 25 Extraordinary Minds, honoring leaders in Sales, Marketing, Revenue Optimization, and Distribution within the hospitality, travel, and tourism sectors, including Kelly Bridwell, Peregrine Hospitality Brand Strategy Director.