7 REASONS WHY YOU CAN'T MISS THE 2016 HAC CONFERENCE... Stakeholders will once again look to the Hotel Association of Canada for advice and guidance on how to position themselves for the year ahead as they gather at the 103-year-old association's annual conference on February 29- March 1 at the Hilton Toronto Hotel. The association, which represents more than 8,100 hotels, motels and resorts in Canada's $17.5 billion lodging industry, will offer invaluable insight to the trends that will shape the year ahead. Here are six reasons you can't miss the 2016 Hotel Association of Canada's National Conference. 1. DEMYSTIFYING DISTRIBUTION: Still challenged by the prominence of bookings through third party intermediaries? Learn new techniques to understand distribution costs and its impact on hotel profit. Cindy Estis Green of Kalibri Labs presentation is worth the cost of admission alone. 2. SURVEY SAYS: This annual session is a snapshot into the Hotel Association of Canada's Travel Intentions Survey. Get a glimpse into potential business volumes for 2016, get a head's up on possible challenges and find out how to book more business for your hotel in the year ahead. 3. TAKE BACK YOUR GUESTS: Check In Canada is a ground breaking national initiative that contributes to the improved alignment of tourism marketing and helps hoteliers reduce reliance on OTAs. Find out how this is actually working in Western Canada, and how you can substantially reduce your OTA costs and ensure your customer books direct with your hotel. 4. MILLENNIALS: It's time to take millennials seriously. Hear from the next generation of recent hospitality graduates as Vito Curalli moderates a panel of "fresh faces" with a series of questions focussed on hotel operations, travel experiences and their vision for the future of Canadian hotels. 5. THE BOTTOM LINE: No profit, no hotel. Find out what it takes to find success in any economy, as experts provide insight into the real day-to-day decisions managers make that affect the long-term sustainability of any operation. 6. SIR DAVID MICHELS: Having spent over 40 years in the hotel and gaming business, Sir David retired as Chief Executive of Hilton Group in 2007 having sold Hilton International to Hilton Hotels Corporation for £4 billion and launching Ladbrokes as a standalone public company. Meet the legend as he shares his candid and memorable stories. 7. YOUR FRIENDS WILL BE THERE: The HAC Conference presents national networking with noted industry leaders who share opinions, stimulate discussion and create new directions. Join your friends! For more information on attending the HAC Conference, review the program and register.

1. THANK YOU TO OUR SPONSORS
HUMANITARIAN
AWARD WINNER:
GREEN KEY MEETING
AWARD WINNER:
Rewarding Strong
Industry Standards
TITLE SPONSOR
Presentation by
Valerie Woods
STR
HAC’s Hall of Fame Awards of Excellence program was developed in 2004 with the
purpose of recognizing those of its members (individuals, companies, properties) that have
demonstrated significant accomplishments, exemplary leadership and tireless commitment
to Canada’s lodging industry. The Human Resources, Humanitarian, Green Key Meeting
(NEW!) and Green Key Energy & Environment Awards will be presented throughout the day.
Congratulations to this year’s winners!
HUMAN RESOURCES
AWARD WINNER:
GREEN KEY ENERGY
& ENVIRONMENT
AWARD WINNER:
SPONSORED BY
SPONSORED BY
BigPictureConferences.caHACCONFERENCE.CA
HACCONFERENCE.CA
FEB29+MARCH1,2016
HILTONTORONTOHOTEL
#HAC2016
SPONSORED BY
OPENING RECEPTION SESSION
SILVER
BRONZE
COFFEEBREAKFAST DELEGATE BAGS
PAR TNERS
TITLE SPONSOR
HUMAN RESOURCES
AWARD SPONSOR
GREEN KEY ENERGY &
ENVIRONMENT AWARD SPONSOR
HUMANITARIAN AWARD
SPONSOR
HAC HALL OF FAME AWARDS
SCOTT
ALLISON
Marriott Hotels
CAROLYN
J. CLARK
FRHI Hotels
& Resorts
TREVOR LUI
The
International
Centre
DAVID
MACKENZIE
Pemberton
Valley Lodge
#HAC2016

2. MARCH 1, 2016
7:00am–8:45am
FOYER
CONTINENTAL
BREAKFAST
8:45am–9:00am
TORONTO BALLROOM
OPENING REMARKS
Philippe Gadbois HAC
9:00am–9:15am
TORONTO BALLROOM
THE HONOURABLE
BARDISH CHAGGER,
Minister Of Small
Business And Tourism
4:00pm–4:45pm
TORONTO BALLROOM
12:45pm–1:00pm
TORONTO BALLROOM
SPONSORED BY
1:30pm–2:30pm WORKSHOPS
B2 WHAT MAKES A HOTEL
PROFITABLE?10 OPERATIONAL
TECHNIQUES FOR SUCCESS
CARMICHAEL/JACKSON
Industry experts provide strategic counselling
to help improve the hotel operations.
MODERATOR
David Larone CBRE
SPEAKERS
Scott Allison Marriott Hotels
Philippe Gadbois Atlific Hotels
Mike Jackson Easton’s Group Of Hotels
Didier Obeuf Groupe Germain Hotels
B3 HAC TRAVEL
INTENTIONS SURVEY
CASSON
This annual session looks at potential
business volumes for 2016, opportunities
and challenges on how to book more
business in your hotel.
SPEAKER
Linda Hartwell HAC
B4 TAKE BACK
YOUR GUESTS
TORONTO BALLROOM
Explore Check In Canada, a ground
breaking national initiative that aligns
tourism marketing in Canada and helps
hoteliers reduce reliance on OTAs.
MODERATOR
Jordan McKay AHLA
SPEAKERS
Tony Elenis ORHMA
Dave Kaiser AHLA
Bruce Okabe Check In Canada
A2 A DIRECTOR OF SALES,
MARKETING MANAGER AND AN
INFORMED CUSTOMERWALK
INTO A HOTEL BAR...
TOM THOMSON
How has our sales and marketing practices
evolved to provide our clients with the right
information at the right time during their
buying process that drives value?
MODERATOR
Tammy Gillis Gillis Consulting and Training Inc
SPEAKERS
Vince Ambrico Choice Hotels Canada
Geoffrey Parsons Deloitte Canada
Jennifer Worden Marriott Hotels Of Canada
A3 THE SHARING ECONOMY—
SHAKING UP TRADITIONAL
BUSINESS MODELS
TORONTO BALLROOM
The emergence of peer-to-peer sites such as
Airbnb and Uber and their effect on disrupting
traditional business/economic models has been
one of the more captivating discussions as of late.
MODERATOR
Cameron Gordon Twitter Canada
SPEAKERS
Terry Mundell Greater Toronto Hotel Association
Muneeb Mushtaq AskforTask Inc.
Tim Wootton Rover Parking
Aaron Zifkin Airbnb
A1 THE LONG ROAD—
UNDERSTANDING THE PATH
TO PURCHASE
CARMICHAEL/ JACKSON
New advances in technology have created
opportunities for hotels to drive operating
efficiency and engage with guests, from booking
to checkout. Deliver the highest return and
understand the best practices for digital marketing.
MODERATOR
John McAuliffe Leonardo Worldwide Corporation
SPEAKERS
Kyle Nantais Westmont Hospitality Group
Alan Young Puzzle Partner Ltd.
11:45am–12:45pm
FOYER NETWORKING LUNCH
HACKEYNOTE #1
5:00pm–5:15pm
CLOSING REMARKS
TORONTO BALLROOM
Philippe Gadbois HAC
B1 YOUNG GUNS PANEL
TOM THOMSON
Hear from the next generation of hoteliers.
MODERATOR
Vito Curalli Hilton Worldwide
SPEAKERS
Morgan Da Rocha Sheraton Gateway Hotel
Alyson Gregoire Sheraton Centre Toronto
Jamie Knoepfli Four Seasons Hotel Toronto
Brian Nam Sheraton Centre Toronto
Giovanna Vallejo Hilton Toronto Hotel
TOP ISSUES IMPACTING CANADIAN HOTEL
OPERATORS PART 1:THE ECONOMY
SPEAKER Robert Hogue RBC
Having spent over 40 years in the hotel and
gaming business, Sir David retired as Chief
Executive of Hilton Group in 2007 having sold
Hilton International to Hilton Hotels Corporation
for £4 billion and launching Ladbrokes as a
standalone public company. You’ll enjoy his
candid discussion on the future direction of
hotel ownership and management.
BACK BY
POPULAR DEMAND
★ ★ ★
10:45am–11:45am WORKSHOPS
HACCONFERENCE.CA
9:15am–10:15am
TORONTO BALLROOM
DEMYSTIFYING
DISTRIBUTION
Learn new techniques to understand
distribution costs and its impact on hotel
profit. Cindy Estis Green of Kalibri Labs
tackles these issues as she updates the
Distribution Channel Analysis: A Guide for
Hotels, the industry’s most comprehensive
study on the subject which she co-authored
originally in 2012 (revision due out in Q1’16).
CINDY ESTIS GREEN
Kalibri Labs, LLC
10:15am–10:45am
FOYER
HACKEYNOTE #2
SIR DAVID MICHELS
COFFEE
BREAK
#HAC2016
HUMANITARIAN AWARD
PRESENTATION
Congratulations to
Scott Allison, Marriott Hotels
HUMAN RESOURCES AWARD
PRESENTATION
Congratulations to
Carolyn J. Clark,
FRHI Hotels & Resorts
1:00pm–1:30pm
TORONTO BALLROOM
TITLE SPONSOR
HAC HALL OF FAME
SPONSORED BY
SPONSORED BY
GREEN KEY MEETING
AWARD PRESENTATION
Congratulations to
The International Centre, Toronto
GREEN KEY ENERGY &
ENVIRONMENT AWARD
PRESENTATION
Congratulations to
Pemberton Valley Lodge
SPONSORED BY
3:30pm–4:00pm
TORONTO BALLROOM
TITLE SPONSOR
HAC HALL OF FAME
3:00pm–3:30pm
TORONTO BALLROOM
TOP ISSUES IMPACTING CANADIAN HOTEL
OPERATORS PART 2: INTERNATIONAL
TOURISM, CONNECTING AMERICA AND
PREPARING FOR CANADA’S 150TH BIRTHDAY
2:30pm–3:00pm
FOYER
COFFEE BREAK
4:45pm–5:00pm
CHAMPAGNE TOAST
TORONTO BALLROOM
Celebrating Tony Pollard’s
25 years with HAC!
SPEAKER
David Goldstein
Destination Canada
SPONSORED BY
SESSION
SPONSORED BY