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Travel habits are changing all over the globe, regularly presenting the hotel industry with new challenges. In order to compete the trade must
react swiftly to current trends. The third ITB Hospitality Day on 6 March
will be highlighting the challenges and how the current trends have been
taking shape.
There will be
five discussion rounds, with international experts debating exciting topics. They include the following: Why is
shopping the number one Chinese occupation in Europe? How do you redefine service in order to increase sales? How can industry and
research help to build efficient hotels? plus, What are the factors determining the
value of hotel properties? This year there is a "Hospitality Hot Spot" for the first time, which takes a closer look at the environmental concepts of the hotel industry. The event will take place from 10.30 a.m. to 5 p.m. and admission is free.
This is the first time that the ITB Hospitality Day is providing a focus with a "hot" issue topic and an extra 30 minutes of debating time, called
the Hospitality Hot Spot. This year's discussion round takes a close look at the environmental concepts of the hotel industry. A panel of
leading experts will help to ensure a lively debate. A leading representative of an international hotel chain will describe how his group is
implementing environmentally friendly initiatives. In terms of company size Dietmar Müller-Elmau represents the opposite end of the scale.
Located inside an environmentally protected valley near Garmisch-Partenkirchen, his castle, Schloss
Elmau, is unique.
Tony Williams, Vice President Resorts & Projects Emirates Hotels & Resorts, is one of the few scientists who possesses ecological expertise and manages a
hotel group. He will be examining specific factors impacting the environment and measures to protect it in Dubai,
one of the boom cities in the UAE. Michael Hartmann, Head of Hospitality Solutions Siemens Technology will present the
views of the industry, which is cooperating worldwide with the hotel industry to discuss solutions to environmental problems.
The topic of Destination Brand: 'Brands' are becoming new tourism objectives also promises a lively debate. The travel habits of Chinese
tourists highlight how tourism products are undergoing change at home. Shopping instead of sightseeing is the formula. The aim is no
longer to experience a destination, but brands. The Outlet-City in Metzingen near Stuttgart is a daily witness to this. Chinese tourists
currently travel
mainly in groups, looking for quick and efficient service in the space of only a few hours, and this impacts on hotels. Are they offering the
right products, are they in the right location, how do they cater for this group of customer?
The discussion round entitled Hotels and Service Design focuses on how services are changing hotel products. Hotels are becoming
increasingly undistinguishable from one another. They can fine-tune their services and tailor them to guests' needs, thus increasing
potential income, regardless of whether they are in the 2-star or luxury category.
The discussion round entitled Hotels under Cost Pressure debates how industry and research can contribute towards building efficient
hotels. Energy saving light bulbs, light detectors, touch panels and other systems help to save energy. Intelligent solutions in combination
with design can also make a guest's stay a more worthwhile experience.
The last discussion round at the ITB Hospitality Day focuses on an often neglected topic, the Value of Hotel Properties. Bookkeeping
statistics only reflect the numbers, but there are many qualitative aspects that contribute to the success of a hotel. For example, a guest's
feedback determines the value of the building. Ratings are not confined to the property. Non-material aspects are also among the factors
which establish how "valuable" a hotel is.
The ITB Berlin will take place from 5 March to Sunday, 9 March 2008, and the ITB Berlin Convention Market Trends & Innovations will be held
from Wednesday, 5 March to Saturday, 8 March 2008. The period from the Wednesday to the Friday is reserved for trade visitors.
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