Q&A with Frederique Maurell

The Hotel Show’s event director talks to Caterer about what to check out at this year’s show.

This is your first year running The Hotel Show — how has the planning gone and have you made many changes to the show?
I have been involved with exhibitions for more than 10 years now, and the last four have been in the Middle East. Working with dmg events and taking on a show such as this was a great opportunity that I had to pursue.

Personally, I am passionate about the potential that the leisure, hospitality and tourism industry offers to regional and international companies.

The Hotel Show is an exceptional vehicle which brings together new and existing suppliers and buyers in a spirit of cooperation. We are proud to be able to facilitate business deals amongst partners and to contribute in shaping the future success of the hospitality industry in the region.

Why is The Hotel Show so important to the region and what impact does it have on the exhibitors’ businesses?
The Hotel Show is the reflection of the industry, and acts as a unique pulse for hoteliers and suppliers to assess existing and new market opportunities. It defines the hotels of today and tomorrow.

The Hotel Show brings together suppliers, directors, architects, hoteliers, engineers, consultants, and buyers from all four corners of the world. What they discuss, see and experience will define the new business landscape of the hotel and hospitality industry.

The contacts and deals that are made on site can have a big impact on the financial status of a company. For international participants who may experience negative growth in their respective market landscape, exports are essential to stay afloat or expand turnover; while for local companies, being at The Hotel Show is a way of tapping into the business and staying ahead of the competition.

Exhibiting at an event such as The Hotel Show is a chance not only to meet existing partners, but also to make new ones — 70% of the visitors who came to the show last year said they met new partners that they would not have otherwise considered.

What can we expect from the show this year?
The Hotel Show 2011 will be running under the themes of confidence, innovations and sustainability.

This year’s strategy is to confirm the position of The Hotel Show as the key industry meeting point for hospitality professionals. It is about providing a clear and confident message that the regional hospitality industry is one of the fastest growing sectors and offers unrivalled business opportunities for companies that are trading both locally and globally.

This year we launched the VIP and Buyers programme back in December 2010 and have dedicated teams who focus purely on qualifying and personally inviting over 2000 key decision makers and buyers to the show, and we also launched the Green Initiative — sustainability and eco-friendly technologies, utilities and cost saving solutions are strategic for all hospitality stakeholders.

The Green initiative will be reflected through identifiable show collaterals available pre and during the show and a “green track” map pointing out any exhibitors with solutions, design or products which answer the sustainable needs of the hospitality industry.

Are there any themes in the industry that you have taken into account when organising the show?
Innovation is at the heart of The Hotel Show Summit; moreover, we are continuously updating the industry with the new products and regional launches that will be presented at the show.

Sustainability is also a theme of the show. Being “green” is at the heart of many discussions today and this year’s show recognises the need for a greener environment.

The Green Initiative, which launched this year, will highlight 13 companies showcasing their energy efficient systems, sustainable technology or products and are leaders in the move toward a greener hospitality industry.

How did the economic crisis affect the show? Are things looking up for key suppliers?
As the global economy continues to pull clear of one of the most challenging downturns in recent times, the buoyant regional hospitality industry has maintained its global position as one of the fastest growing markets.

The global hotel supplies industry is looking towards the region once again with renewed confidence and this will resonate throughout the show this year.

What are the highlights of the show this year?
The Hotel Show Summit - HITT 2011, Hotel Innovations Trends and Technology will be a big highlight of the show this year.

With several streams and dedicated workshops, the conference will bring together more than 35 key speakers to examine the challenges and opportunities that lie ahead in this fast moving industry.

Visitors should also make sure they pay a visit to the Corporate Catwalk, which is a fashion show, where models will be showcasing over 16 new practical but fashionable trends in uniforms for both front and back-of-house operations.

We have several awards this year, which are a real feature of the show; the Students Design Gallery and Awards which recognises the future of regional hospitality design by showcasing and rewarding local young talent; and the Middle East Spa Panel and Awards which recognises excellence in the growing spa sector.

We will also be holding the Industry Association Meetings and Roundtables in conjunction with our partners AICR, the Housekeepers Association, the Emirates Culinary Guild and the Concierge Association.

We are providing an interactive platform to debate and relate varied experiences to tackle the ever-growing demands facing our customer-centric industry.

The Hospitality Buyers Cocktail Reception, which is a VIP networking evening bringing together industry experts and creative talent, is also an event not to be missed.

The Hotel Show will be held from 17-19 May at Dubai World Trade Centre and will feature more than 400 companies from over 35 countries around the world. For more information on the show visit www.thehotelshow.com.