HAC conference preview

TORONTO — The program, including keynote speaker and breakout sessions, have been announced for the Hotel Association of Canada’s 2017 conference.

Tony Chapman, keynote.

Tony Chapman, keynote.

TORONTO — The program, including keynote speaker and breakout sessions, have been announced for the Hotel Association of Canada’s 2017 conference, which takes place Feb. 15-16, 2017, at Sheraton Toronto Airport Hotel & Conference Centre.

On Feb. 16, the morning keynote, marketing expert Tony Chapman, will share his plan on how any hotel, large or small, value priced or premium, local or global, can compete based on emotion versus simply promotion. From being ‘mass’ and one of the many, to becoming one that matters, to becoming ‘my’ hotel. 

In another session, Jason Dunkel, of Environics Analytics, will share up-to-date data on Canada's ethnic diversity. Waseem Shaikh of advertising agency McCann Canada follows with how to use the ethnic insights to build a marketing strategy that will attract and better connect your hotel with these communities, and ultimately boost revenues.

Led by a leadership panel, What is the Future of Hotel Brands? session will discuss changing customer preferences, various consumer segments and loyalty programs, which will all drive future growth. Hoteliers have the opportunity to learn from each other by studying each other's best practices and strategies to enhance business models.

Other sessions will cover subjects such as how to drive hotel online revenues through the management and execution of online services; best practices for management to create success for the property and collectively, the performance of the company; and how to drive demand during a changing travel environment.