HAC 2018: Get Future Ready

TORONTO — If you’re looking for answers on the information and trends in Canadian lodging, some of the biggest names in the industry will come together at the HAC Conference in Toronto on Feb. 7 and 8. The conference will be held at the Delta Hotels by Marriott Toronto Airport & Conference Centre.

New this year, the conference celebrates winners of the 2017 Awards of Excellence — individuals, companies, properties that have demonstrated significant accomplishments, exemplary leadership and tireless commitment to Canada’s lodging industry, at a special reception on Feb. 7. The evening will be filled with networking, a DJ, signature cocktails, and amazing food (read: not another chicken dinner).

Back by popular demand, Tony Chapman will moderate a lively panel of innovators discussing the future of the consumer.

The HAC Conference includes interactive breakout sessions that are designed to appeal to a general manager or a director of sales/marketing. These workshops incorporate a combination of short presentations from leading industry experts and open debate in which all attendees will be encouraged to participate, offer their own ideas, ask any questions etc. Morning workshops include sessions on labour issues, profits outside the bedroom, big data, and the rise of the connected hotel.

While 2017 shaped up to be a strong year in international visitation to Canada, 2018 is looking even brighter. SVP & CMO, Jon Mamela will speak to Destination Canada’s strategy to breakthrough and drive market share for Canada. With a focus on commercial relevance, DC’s marketing and sales initiatives fuel a dynamic visitor mix leading to strong demand and return on investment for the industry. Mamela will provide an overview of DC’s marketing strategy and campaigns, results achieved in 2017 and forecasts for international markets in 2018.

The Hotel Association of Canada has reformatted its Travel Intentions Survey. Nik Nanos (Nanos Research) will highlight key findings of the 2017 survey. Nik will discuss the trends and provide insight into what this information means to your business and your operational planning.

Afternoon breakouts include: Direct booking war strategy and what is working for flags; Cleaning up housekeeping; Why you can't compete on price along; and Preparing for the Canada-China year of tourism in 2018.

How to Motivate More People More Often

Author, advisor, and researcher David Allison, who will lead the final plenary, has been studying how and why people behave the way they do for more than 30 years. He helps organizations and individuals understand their market, survive & thrive through massive change, and motivate more people to act more often.

Curious about why organizations still use outdated ideas like age and gender to define target audiences, David set out to find a better, more contemporary way. After all, today nobody behaves the way they do because of how old they are, or what gender they might be.

After 40,000 surveys across North America, David’s research uncovered a system to define target audiences based on what consumers need, want and expect out of life. This new approach motivates more people more often; with as much as 700 per cent more accuracy. David will share the audience profiles he’s discovered, explains how to use them, and offers real-world examples to make the data come to life. This market-motivating tool will change marketing, planning, design and culture in every industry category.

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