6th ROC conference: spotlight on dynamic insights and Industry evolution strategies

Wednesday, November 29, 2023

The 6th edition of the annual ROC Middle East Commercial Strategy Conference kicked off with a day filled with insightful discussions and expert dialogues, signaling the beginning of a transformative event in the realm of hospitality and tourism. Mona Faraj, Managing Director of HSMAI Middle East, and Bob Gilbert, President & CEO of HSMAI, delivered opening addresses that welcomed a diverse assembly of industry professionals, setting the stage for a day focused on knowledge-sharing and innovation.

The plenary sessions commenced with a captivating talk by Steven van Belleghem, a Customer Experience Enthusiast, who traced the journey from customer service aspirations to actualization, drawing parallels between companies and ‘Diamonds in the Rough’ striving for CX excellence.

This was followed by a spirited panel discussion on Destination Marketing, moderated by Iva Skrlec, Hilton’s Director of Destination Marketing for MEA & Turkey. Panelists, including Liam Findlay of Miral Destinations, Nicholas Hall of the Digital Tourism Think Tank, and Alka Winter from Ras Al Khaimah Tourism Development Authority, delved into the crucial role played by tourism boards in shaping destination narratives and driving demand.

Marie-Louise Ek, Hilton’s VP of Human Resources MEA, shed light on ‘Crafting Essential Leadership for Modern Work Realities,’ addressing the megatrends influencing hospitality leadership. The conference then explored the interconnectedness of commercial decisions and asset value, with Omar Eltahry, a seasoned Hospitality Advisor, leading a discussion featuring panelists from Accor, United Hospitality Management, and Mashreq, who shared real-world insights on revenue enhancement and asset management.

Mona Faraj, Managing Director of the Middle East chapter of HSMAI, expressed, “As we celebrate the opening of the 6th annual ROC Middle East Commercial Strategy Conference, we seize this opportunity to collectively shape the future of our industry alongside hospitality pioneers from this region. This gathering of commercial thought leaders covers sales, marketing, revenue management, distribution, hotel brands, and owner groups, fostering discussions on current and future trends.”

Hoor Al Khaja, Senior Vice President, International Operations Dubai Department of Economy and Tourism (DET), commented, “Events like the annual ROC Middle East Commercial Strategy Conference further highlight Dubai’s status as one of the top three global cities for business and leisure in line with the goals of the visionary Dubai Economic Agenda, D33. It showcases the collaborative efforts between the government and private sectors to bolster the city’s tourism industry.”

The day’s sessions included roundtables, leadership hubs, and partner insights, covering topics from F&B revenue optimization and the influence of technology in hospitality to the transformative impact of Generative AI and the significance of a robust commercial strategy in today’s dynamic environment. The day concluded with thought-provoking sessions on sustainability in the hospitality industry, emphasizing its impact on profitability and hotel rates.

As the conference progresses, ROC Middle East continues to ignite conversations and collaborations that are poised to redefine commercial strategies in the hospitality sector. Tomorrow, the ROC Star Awards Ceremony will recognize top talent in the hotel industry.

HSMAI emphasizes the importance of sharing best practices to enhance performance in the industry and region, and ROC Stars represent the exceptional individuals within the hospitality industry who have made a significant impact. The conference serves as a prestigious platform for winners to showcase their hotel’s creativity, exchange ideas, and proudly highlight their talents.

With industry leaders gathered under one roof, this year’s conference aims to elevate the Middle East hospitality sector to the next level. Attendees have the opportunity to expand their network by connecting with trailblazers and peers, gain insights from seasoned professionals, and learn about the latest trends and strategies.

The event is organized in partnership with key organizations including Atomize, Fornova, AlMosafer, IDeaS, FLYR for Hospitality, and 20+ other sponsors. As the hospitality sector in the Middle East region expands rapidly and evolves constantly, the conference provides timely insights to hotel professionals.

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