HBA DNA's guides serve as a True North brand document for future rollouts and inaugural properties. Working hand-in-hand with hotel operators, owners, and C-level executives, the team works extensively at the start of each project to distill the essence of each brand to find its unique DNA, position, and voice. With their work so heavily steeped in research, development, and testing, HBA DNA acts as an authority on the future of hospitality to inform both its work and the international hospitality industry as a whole. Based out of Hong Kong, Los Angeles, and Singapore the team lends a keen understanding of western and Asia-based hospitality.