Caribbean Hotels RetreatConference Program
September 30-October 2, 2009 - Marriott Frenchman's Reef, St. Thomas, USVI
| Wednesday, September 30, 2009 |
| 1:00pm - 6:00pm |
Registration |
7:00pm
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Opening remarks
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7:30pm
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Welcome Reception
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Thursday, October 1, 2009 – Marketing Day
The comprehensive marketing program has been developed specifically for the Small Hotels Retreat by HSMAI (Hospitality Sales & Marketing Association International) with content formulated to serve the needs of owners and operators of small hotels, and will draw upon their rich vein of top quality speakers and presenters to provide a unique, hands-on, full day devoted to hotel marketing.
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| 7:30am - 6:00pm |
Registration |
| 8:00am - 9:00am |
Welcome Breakfast at the Trade Show
with opportunity to network with industry suppliers. |
| 9:15am - 10:15am |
Plenary Session 1 – The State of the Nation
The Industry Overview for the Caribbean by Smith Travel Research will focus on the latest developments in our industry and economy, and address its impact on the marketing success of small properties. |
| 10:30am - 11:45am |
Break in Trade Show
with opportunity to network with industry suppliers. |
11:00am - 12:00pm
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Plenary Session 2 - Winning Social Media Strategies for Small Hotels and Resorts
Social media is more than just the latest buzzword – it has become an integral part of the daily lives of billions of consumers across the globe. However, that doesn't mean that it's something that everyone inherently understands or knows how to use, especially when it comes to using it for marketing or public relations. In this timely session, John Fareed, partner with Fareed Zapala Koepke, will explore emerging social media technologies, discuss their application in the promotion of small hotels and resorts, and share real world examples of the strategies and techniques that are getting results. Attendees will take away new ideas and tips to help them use new media to their advantage. |
| 12:15pm - 1:15pm |
Lunch in Trade Show
with opportunity to network with industry suppliers. |
| 1:30pm - 2:30pm |
Plenary Session 3 |
| 2:45pm - 3:30pm |
Round Table Session 1 |
| 3:45pm - 4:15pm |
Coffee Break in Trade Show
with opportunity to network with industry suppliers |
| 4:30pm - 5:15pm |
Round Table Session 2
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| 5:30pm - 6:15pm |
Round Table Session 3 |
| 6:30pm - 8:00pm |
Cocktails in Trade Show
with opportunity to network with industry suppliers. |
Friday, October 2, 2009 – Hotel Operations Day
CHTA and it’s partner organizations have organized a comprehensive slate of presentations devoted to small and independent hotel management. From customer service to food & beverage, these sessions are run by industry experts with proven advice that works.
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| 7:30am - 3:00pm |
Registration |
| 7:30am - 8:30am |
Breakfast at the Trade Show
with opportunity to network with industry suppliers. |
| 8:45am - 9:45pm |
Plenary Session 1 - Driving Revenue – Creating Memorable Guest Experiences
The hotel and resort industry is quickly embracing the experience economy where quality service and amenities are no longer enough to satisfy guests. Instead, an increased focus on the comprehensive needs and wants of the customer is required. In order to successfully understand and construct consumer experiences, a multi-phase process that moves operators beyond simple customer relationship management into the comprehensive process of co-created experiences is needed. |
10:00am - 11:00am
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Plenary Session 2 - F & B Marketing in a Recession
In this timely presentation for managers, chefs and F & B directors of hotels, restaurants and bars, delegates will benefit from a discussion on whether cutting F & B costs is really the best response to the revenue difficulties associated with this recession. Attendees will gain insight into the foods and drinks that customers are willing to pay for in 2009, and learn about innovative restaurant and bar marketing tactics that are bringing in the sales despite the economic climate.
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11:15pm - 12:00pm
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Round Table Session 4 |
12:15am - 1:15pm
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Lunch in Trade Show
with opportunity to network with industry suppliers. |
1:30pm - 2:30pm
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Round Table Session 5 |
2:45pm - 3:45pm
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Round Table Session 6 |
| 4:00pm |
Closing feedback session |
ROUND TABLE TOPICS AND DESCRIPTIONS
O – Round Table on Operations Day
M – Round Table on Marketing Day
(O) 10 Steps in Promoting Business & Service Excellence
Discussion Leader: Jennifer Edwards, Director, Sustainable Development, Bahamas Hotel Association
Succeeding in business in this highly competitive age means that it is no longer enough just to be “good”. You have to be excellent in everything you do and then strive to be even better. This session introduces the owners and operators of small hotels to the Hospitality Assured Model of Business Management and Service Excellence that facilitates the uniqueness of each small hotel while still allowing them to deliver higher standards and satisfy more customers towards the ultimate aim of achieving greater profits.
(O) Basic Supervisory training
Discussion Leader: Helen P. Bayne, CHA
The role of the supervisor is to ensure the maximum efficiency and professionalism of staff performances across multiple areas of resort operations. The quality of these operations, however, will only be as good as the supervisors appointed to oversee them. This session examines ways to train and build confidence in supervisors to communicate as well as formulate and execute plans for improving and maximizing their respective areas of focus.
(M) Benchmarking Capabilities of the STAR Report by Smith Travel Research
Discussion Leader: Brittany Baldwin, Independent Hotel Sales Associate, STR
The STAR Report provides hoteliers with statistics on occupancy levels, room rates, revenue and market share for each participating hotel in the overall context of the entire market. This session discusses how hoteliers can use these reports to measure their success against the competition and determine key areas of their hospitality product which require improvement. The discussion also covers the steps necessary to get enrolled in the program.
(M & O) Bull Sessions
Ask the experts… Free discussion on topics YOU want to address!
(M) Case Study – How a Small Hotel Prospered in Difficult Times
Discussion Leaders: Madigan Pratt, Managing Director, Madigan Pratt & Associates and Jamie Holmes, General Manager, Nevis Plantation Beach Club
The Great Recession coupled with drastically reduced (some say non-existent) air service resulted in exceptionally difficult times for the hotels on Nevis. While every hotel suffered, some have faired much better than others. Learn how Nisbet Plantation, a small 36-room property bucked the trend and became one of the liveliest spots on the island. Occupancy levels for Nisbet in 2009 are running only slightly behind those achieved in 2008 which was a record year for the property.
While many Caribbean hotels have slashed rates in an attempt to increase revenue, Nisbet has been able to achieve near record occupancy with only a modest amount of discounting. Occupancy in the traditionally slow month of July 2009 nearly exceeded 60% and was higher that the previous two years. Being a small hotel Nisbet does not have a large budget. This case study details innovative and economical modifications made to the property to enhance guest experiences. It will also discuss a variety of marketing programs used to increase occupancy and direct bookings. Despite major hurdles Nisbet is an outstanding example on how to overcome adversity and actually prosper in difficult economic times.
(O) Cost Saving Technology in the Hospitality Sector
Discussion Leader: David Brathwaite, Managing Director, DNS Management Services, Inc.
The hospitality sector is naturally a major user of energy and other resources. In the face of the global economic recession and the effects of global warning; it’s imperative to utilize technology to reduce costs and the consumption of the scarce resources.
(M) Effective Hospitality Public Relations
Discussion Leader: Josh Kahn, Senior Account Executive,KTCpr
Public relations is less clearly defined than marketing, but it is no less essential, and a successful PR campaign is a key factor in determining a hospitality organizations’ ability to convert brand strategy into reality. Attracting the media’s attention can be difficult as you are but one voice in a sea of millions, but there are tricks and practices that can be employed to increase your success. Being prepared with all the necessary materials is crucial as press expect professionalism and rarely give second chances when expectations are not met or materials are not received in the preferred format. This session goes over the basics of Effective Hospitality Public Relations, covering the “dos” and “don’ts” that can make the difference between publicity and obscurity.
(O) Energy Management in Small Hotels and the CHENACT Project
Discussion Leader: Loretto Duffy-Mayers, Project Manager, CHENACT
This cost-saving session will explore the major issues involved in energy management and some possible solutions for small hotels, including training programs for energy and water management developed by hotel associations. Participants are required to bring their energy and water bills to the session in order to provide specific advice applicable to the challenges of each particular property.
(O) Operational Cost Savings for the Small Hotelier
Discussion Leader: Jim Leahy, Chairman, American Hotel Register Company
While small hoteliers lack the buying power of large properties and resort chains, this can be more than made up for by increasing efficiency. Consolidating purchasing decisions and exploring opportunities with CHTA allied members that are dedicated to serving the needs of small and independent hotels is a good place to start. This important session also covers “green” ideas that save “green!” Delegates will save time, money and labor costs through efficient purchasing.
(O) Rental Distribution
Discussion Leader: Eugenio Macouzet, Sr. VP Business Development, Group RCI
A challenging economy increases your opportunity to maximize your rental distribution efforts. Learn what’s working in today’s market and how to you broaden your scope and to reach new markets to increase your bottom line.
(M) Resort Tour: A Marriott Vacation Club Resort
Discussion Leader: Neil Kolton, Region Manager for the Caribbean, Interval International and Don Morrison, Director of Sales, Marriott’s Frenchman’s Cove
Find out how vacation ownership really works as you experience first-hand the daily operations at Marriott’s Frenchman’s Cove. Tour the units and amenities, meet with onsite representatives, and a get a feel for the way a successful resort is structured. The tour includes an introductory presentation, transportation to and from the resort, and complimentary research studies and reports specifically created for the vacation ownership industry.
(O) Save Money by Going Green
Discussion Leader: Charmaine Sealey, Caribbean Project Manager, The Travel Foundation - UK
Not too long ago, hospitality organizations thought it difficult to implement environmental practices because of the associated costs. This is no longer the case. Not even taking into account the incremental business you could attract from an increasingly environmentally conscious consumer market, the savings that can result from conservational methods and use of alternative energy sources can have a drastic impact on a resort’s bottom line. This discussion focuses on the financial incentives to “going green,” highlighting cost savings achieved by hoteliers participating in the Travel Foundation’s “Switch Off, Save Big” initiative.
(M) Shared Ownership in the Caribbean
Discussion Leader: David Callaghan, VP Eastern Region, Resort Sales & Service, Interval International
Timeshares, private residence clubs and fractional resorts have been one of the fastest growing segments in the global hospitality industry over the last decade. The market is too important for hoteliers to ignore, yet certain properties fare better than others when it comes to selling units. This discussion focuses on the current state of the timeshare industry and where the consumer demand is headed. Participants will evaluate opportunities for hoteliers and developers and learn about strategies that have been proven successful, as well as pitfalls to avoid.
(M) Sustainability – The Marketing Advantage
Discussion Leader: Jonathan Winfield, CSR Executive (Responsible Business), Virgin Holidays
From generation to generation, a shift in issues that are important to consumers requires business models to adapt in order to compete. Nowhere is this truer than in the hospitality industry where an increasing number of consumer studies are finding that “green” issues are now playing a major role in many travelers’ decision process and that some are willing to pay a premium to reduce their carbon footprint. This session’s moderator will address issues concerning the leveraging of sustainability initiatives to gain market share, and will outline the growing interest in all things “green” amongst consumers in source markets. Specific examples of how different businesses are capitalizing on this growing demand will be discussed in order to encourage hoteliers to do the same.
(O) The Power of Franchising
Discussion Leader: J. Sal Icaza, Director, Emerging Markets and Caribbean Franchise Development, Choice Hotels International
With more than 5,800 hotels in its network, Choice Hotels® offers franchisees worldwide brand recognition, exceptional training, and resources designed to help maximize their efficiency and potential for return on investment. In fact, the organization’s Caribbean owners enjoy an occupancy rate, almost 5% higher than the U.S. industry average. This discussion will help determine whether franchising is the right option for your property with focus on the benefits of joining the Choice Hotels® network as well as the necessary steps required for participation.
(M) Training Skills
Discussion Leader: Helen P. Bayne, CHA
It takes a fair amount of resources to train new and current employees, therefore it’s crucial to get it right the first time in order to maximize the skills and professionalism of hotel staff without draining excessive resources. This discussion introduces the basics of daily and weekly training, including methods for developing and implementing courses and schedules. The session also covers the importance of a non-threatening environment for maximum absorption of training modules with insight into key elements found in suitable environments. |
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