08 July 2026 – HBA (Hirsch Bedner Associates), the world’s leading hospitality design firm, has appointed Madelaine Chan as Principal, Strategic Partnerships, a newly created senior leadership role designed to deepen client engagement and strengthen the firm’s position across the global hospitality landscape.
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.
“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. This role strengthens our ability to listen, align, and respond thoughtfully as the industry continues to change.”
Chris Godfrey, Co-CEO of HBA
Reporting directly to HBA’s Co-CEOs, Madelaine will focus on early-stage client engagement, strategic relationship development, and market intelligence, ensuring HBA’s creative expertise is aligned more deliberately with client ambitions from the outset.
Madelaine brings over twenty years of experience with global hospitality organisations across Asia-Pacific, spanning luxury, lifestyle, and experiential hospitality. Her background in brand differentiation, portfolio strategy, and guest experience positions her to bridge commercial priorities with creative execution.
“Partnerships are what bring OneHBA to life,”
“When collaborators are engaged from the beginning, design becomes more intentional and integrated, moving beyond transactional delivery toward shaping outcomes alongside our clients.”
Madelaine Chan
While global in scope, the role has a strong Asia-Pacific focus, where markets across Southeast Asia, Japan, and Greater China are expanding rapidly and demand partners who can balance local nuance with global brand consistency.
“Guest expectations are becoming more refined,”
“Successful partnerships require both sensitivity to local context and clarity of brand narrative, an area where HBA is uniquely positioned.”
Madelaine Chan