Sunday 24 January 2021

Mona Faraj

ROC to focus on key hospitality issues

DUBAI, November 11, 2019

Key topics such as how to better deliver the most compelling and comprehensive commercial strategy for the hospitality industry will be the focus for the upcoming Revenue Optimisation Conference (ROC) 2019 in Dubai.

The event will take place on December 4 at the Intercontinental Dubai Festival City Under the umbrella of the Hospitality Sales and Marketing Association International (HSMAI).

Mona Faraj, managing director at HSMAI Middle East, explained that while companies face many hurdles, the sector is continuing to expand and mature at such a pace that these obstacles can be overcome.

“The hospitality industry is one of the Middle East’s most important and fastest-growing sectors, but it does face a number of core challenges,” said Faraj.

“Talent acquisition, retention and development is an area that constantly requires attention and care in order to be managed properly. The issues companies face around the region are magnified in Saudi Arabia.

“As KSA opens up its tourism and hospitality industry to greater investment and plans for rapid growth in the years ahead, the need to find, train and retain high quality members of staff, particularly Saudi nationals in line with the government’s Saudization plans, is becoming more and more important.”

To support the growth of the Saudi market, HSMAI is planning to set up a KSA chapter in 2020, explained Faraj, adding that HSMAI is perfectly placed to play a key role in an exciting new chapter for the industry.

HSMAI provides practical tools, insights and cutting-edge expertise to enable knowledge sharing and enhance professional development, as well as increase sales, inspire marketing, transform businesses digitally and take the lead in revenue strategy. HSMAI is the global leading association for the hotel industry and the Middle East membership is growing rapidly.

Evolving customer habits, trends and demands are areas that demand constant attention by leaders in the hospitality sector, said Faraj.

“The speed of change, and the complexity of the changes that are being introduced, means you cannot afford to let your attention slip. Trends go and go at a such a rapid rate that the industry must be prepared to not only react to, but to also predict these changes in order to attract and maintain business,” said Faraj.

“These days, guests are demanding more in the way of personalisation and customisation from their hotel stays. This is even outweighing the preference for luxury in some cases, with guests looking for a unique experience more and more.

“Personalisation and customisation of properties is the best way to overcome the common problem of hotels being too ‘similar’ or offering the same services, products etc.”

Faraj believes that the proper and dedicated use of intelligent and up to date market information combined with efficient data analysis can be a useful tool in helping the hospitality sector keep track of changes and quickly adapt to them.

“There is so much information available, with data tracking points and guest information on file. By making the best use of this, hotels and hospitality companies can achieve positive growth and maintain high levels of customer satisfaction.”

These issues and more will be addressed at the upcoming ROC 2019 event, which is being organized in partnership with key organisations including platinum partners; SEERA, Avero, Cvent and Livingroom, and gold partners; Cendyn, Illusion, RateGain and WEGO.

ROC 2019 will see major global players such as IHG, Accor, Rotana, Jumeirah, Hyatt, Marriott and Hilton represented along with the best independent hotel operators in Dubai and across the Middle East. – TradeArabia News Service



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