The plans are part of the association's strategy for 2014, outlined by recently re-elected chairman Chris Parnham.
While the HBAA has partnerships with bodies including Eventia, Confex and BVEP, HBAA executive director Juliet Price will front a push for further collaboration.
Parnham said: "We will be visiting our members at their offices, rather than always making them come to us. We'll also host member recruitment events to encourage those who have not joined up yet to find out more about the HBAA."
The HBAA will also be updating its code of conduct and will consult members on how it can extend membership criteria to allow travel management companies to join.
"Feedback from our members assures me that they like the changes we are making, and they feel that the association is fresher, more relevant, and is delivering more value," Parnham added.