Hotel show adopts innovative new format
The format of The Hotel Show is to be revamped in a bid to improve the visitor experience.
For the first time, the show, which takes place at the Dubai International Exhibition Centre from May 24 to 26, will be split into four main sectors – interiors and design; operating equipment and supplies; security and technology and a brand new sector dubbed ‘The Resort Experience’, which covers “all things outdoors” including furniture, accessories and design.
The Hotel Show exhibition director Maggie Moore said the idea behind the “sectorisation” of the event was to make it easier to navigate for delegates.
“The hotel show is reasonably big now so we thought it would help to divide it into sectors,” she explained.
“We now have four main sectors, each with their own smaller sub-sectors of specialised areas and all the signage will reflect this new strategy.”
She stressed the show’s website – found at www.thehotelshow.com – and its advertising strategy would also become “more targeted in terms of those [four] sectors”.
“The whole idea is to make it easier for visitors,” Moore continued. “There will be a central boulevard and four main principle aisles built around that.”
One of the key focuses at this year’s show is the hotel spa industry and, as a result, there is a dedicated ‘Hotel Spa’ area within the new ‘Resort Experience’ category.
“Spa and the design aspects of the spa and outdoor areas are the main parts of the Resort Experience being pushed this year,” said Moore.
“They can be developed further next year and new things can be added.”
In addition, 2009 will see the launch of the show’s very own spa summit - a decision based on the fact that 60% of spas in the region are part of a hotel or hotel complex, said Moore.
“Historically, it was the view that you had to have a spa in order to be a five-star hotel, but now it’s moving towards the view that spas can be profit centres in their own right,” she explained.
In fact, the spa industry in the Middle East and North Africa region (MENA) is estimated to generate US $631 million annually at around 824 facilities.
The UAE leads the way with 212 spa facilities generating almost $268 million annually, with a growth rate of 34% a year, according to research by SRI International and Intelligent Spas’ recent Spa Benchmark Report.
The Middle East Spa Summit, which will take place across the three days, will look more closely at these trends as well as design, environmental impact, human resources, management and operations topics.
Another highlight of the show is the Seven Star Conference, an established event running, which this year will focus on design trends, sustainability, future technologies and marketing for profitability.
In addition, within the ‘operating equipment and supplies’ sector, the show will run the popular Corporate Catwalk for hospitality sector uniforms and clothing alongside the student design award for local universities and the Gallery of Entries.
Moore said she had high hopes for this year’s show and expected at least the same number of exhibitors and visitors, if not more.
In 2008, The Hotel Show featured 1050 exhibitors from 46 countries and attracted 13,056 key industry decision makers from 95 countries.
“While the negotiations may be tougher this year, we predict similar levels of business,” she said.
“We haven’t opened pre-registrations yet, but we already have more than 300 visitors registered. Last year we had 13,500 visitors and we think that this is a realistic target for this year. If anything, we should have more visitors given that we are pushing for more sectors vertically to appeal to a wider range of visitors, particularly from the spa industry.”
The four sectors at a glance:
1. Interiors & Design: for furniture, furnishings, accessories and design services across the board and incorporating the brand new ‘Haute Hotel’ area that will include those products for the highest end of the hospitality market.
2. Operating Equipment & Supplies: will include the best food and beverage, housekeeping and back of house product and equipment. It will also feature the popular Corporate Catwalk for hospitality sector uniforms and clothing alongside the student design award for local universities and the Gallery of Entries.
3. Security & Technology: a section that continues to grow in line with advances in in-room technology including innovations, which take into account energy conservation and wastage.
4. The Resort Experience: new for 2009, this section covers all things outdoors; including furniture, accessories and design.