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HOTELIER MIDDLE EAST: THE GREAT GM DEBATE WEDNESDAY 14 SEPTEMBER 2011 - JUMEIRAH BEACH HOTEL, DUBAI H T GMS OTEL A T FOR FR END Registe EE rn hotelie ow at www. rmiddle com/c east. onfere nces BENCHMARKING · WORKSHOPS BRAINSTORMING · NETWORKING FOR SPONSORSHIP ENQUIRIES PLEASE CONTACT DIARMUID OMALLEY ON +9714 444 3568 OR diarmuid.omalley@itp.com GOLD SPONSOR ASSOCIATE SPONSOR ASSOCIATE SPONSOR LUNCH SPONSOR LANYARD SPONSOR WORKSHOP SPONSOR WORKSHOP SPONSORWORKSHOP SPONSOR WORKSHOP SPONSOR WORKSHOP SPONSOR WORKSHOP SPONSOR OFFICIAL WATER SPONSOR EXHIBITOR EXHIBITOR EXHIBITOR EXHIBITOR EXHIBITOR EXHIBITOR EXHIBITOR EXHIBITOR EXHIBITOR EXHIBITOR EXHIBITOR EXHIBITOR Logo 1 - white Logo 2 - black WWW.HOTELIERMIDDLEEAST.COM/CONFERENCES

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welcomeDear General Manager,2011 will see stronger signs of recovery by WHO YOU WILL HEAR FROMthe hospitality sector given the upward • HE Mubarak Al Muhairitrends seen in the last quarter of 2010. ADtA The UAE’s hospitality and tourism • Majid Al Marrisector has been showing signs of DtcMresurgence with higher occupancy rates • Marwin Al Alidriven by a surge in tourist arrivals Jumeirah Grouptowards the end of 2010. Latest figures • Ali Lakhraimreleased by the Dubai Department of Millennium and copthorne HotelsTourism and Commerce Marketing, • Omer Kaddourishow the number of hotel guests in rotanaDubai touched approximately six • Sami Al Ansarimillion between January and September ishraq Holding2010, reflecting a six per cent increase • Amit Aroracompared to the 5,640,703 guests during Emaar Hospitalitythe corresponding period in 2009. According to the May 2011 STR Global • Michael Marshall The scenario in Abu Dhabi hotel sector Construction Pipeline Report, the UAE Millennium and copthorne Hotelswas no different towards the end of the has by far the largest number of hotels in • Phil Broadyear. November results released by Abu the development pipeline in the Middle Jumeirah restaurantsDhabi Tourism Authority show a 27 per East, with 50,908 rooms, of which almost • Yigit Sezgincent increase in hotel guests compared half are in construction. the rezidor Hotel Groupto the same month last year out of a total If, or when, these rooms come on line, • Mike Scullyof 169,001 staying in the emirate. Guest they will pose problems for General Seven tides Hospitalitynights surged by 42 per cent compared Managers as they seek to return to • Aidan Keaneto the same month last year to reach growth, and recover from suffering Keane Brands544,753. The target of 1.65 million hotel declines in RevPar. • Ajaz Sheikhguests for the year set by the ADTA now The Hotelier Middle East: Great GM Zumaseems closer. Debate is a one of a kind event, providing • James Britchford Hotel industry analysts say 2011 will hotel General Managers with a forum iHGsee stronger signs of recovery by the to discuss the unique challenges and • Guy Wilkinsonhospitality sector given the upward opportunities that they face on a day viability Management consultantstrends seen in the last quarter of 2010. to day basis, and to learn from the best • Leo Fewtrell The robust growth forecast has practice of their peers in a mutually DttGAdriven major hotel developments, while supportive environment. • Martin Kublerencouraging collaboration between key iconsulthotelsindustry players such as hotel chains, I look forward to welcoming you to the • Craig Cochranetravel agencies, tour operators, airlines Great GM Debate. Mövenpick Hotels & resortsand the government in a bid to capture • John Cordeauxa bigger share of the steadily expanding michael mcgill EvEnt DirEctor Fairmont Bab Al Bahrtourism market. michael.mcgill@itp.com • hannes Bos iHG • Mark Patten Atlantis the Palm • Aligi Gardenghi Hilton Worldwide • Mona Faraj insights Management consultancy • Daniel During thomas Klein international • Markus Thesleff oKKU • Jalil MekouarNow iN its seveNth year, hotelier Middle east awards are a celebratioN of excelleNce. the wiNNers Jones Lang LaSalle Hotelstruly are the heroes that Make all the differeNce. WWW.HOtELIERMIddLEEAst.cOM/cOnFEREncEs

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highlightsDear Colleague,The Hotelier Middle East: Great GM Debate will see theleaders of the industry gather to discuss and debate the wayforward for the region. The conference is an unrivallednetworking forum bringing together the region’s GeneralManagers to benchmark operations, brainstorm ideas, andovercome the challenges facing the industry today. at the coNclusioN of the hotelier Middle east: great gM debate delegates will eNjoy a driNks receptioN with New frieNds. kEYnOtE AddREss: AdtA H.E MUbARAk AL MUHAIRI Hotelier Middle East ranked him first in its 2010 list Hotelier Middle East Power 50, as such, there is no one better to provide our keynote address. As director general of the Abu Dhabi Tourism Authority since its inception in 2004, and managing director of“iNclusiveNess is a busiNess iMperative of the Middle east’s tourisM Tourism Development and Investment Company sinceauthorities aNd hospitality providers as the fortuNes of oNe part of theregioN greatly iMpact those of aNother. it is vital that, regioNwide, we 2005, Al Muhairi has been instrumental in growing thework iN partNership with our stakeholders, of which accoMModatioN emirate’s tourism infrastructure, including the creation ofproviders are a key sector, if we are to pool our kNowledge aNdexpertise for the beNefit of the wider regioN. by doiNg so we caN develop the highly anticipated Cultural District on Saadiyat Island,sustaiNable goals aNd road Maps aNd exchaNge iNsights which will which will include the world’s largest single concentrationiNflueNce regioNwide strategies. the great gM debate is oNe foruM wherewe caN explore regioNally focussed syNergies aNd how best, together, we of premier cultural institutions, such as the Guggenheimleverage theM.” HiS ExcELLEncy MUBArAK AL MUHAiri, DirEctor GEnErAL oFABU DHABi toUriSM AUtHority Abu Dhabi museum and Louvre Abu Dhabi PAnEL dIscUssIOns bREAkOUt WORksHOPs A main feature of the Hotelier Middle East: Great GM Debate is the the breakout workshops are a unique opportunity to move beyond the three lively panel discussions that bring experts and practioners theory and delve into the nuts and bolts of the issues facing General together. the morning panel is a strategic look at where the industry Managers. Designed by Hotelier Middle East and leading industry is headed and will focus on the pipeline, the regulatory landscape, experts, the workshops will create a practical and interactive learning and where the greatest opportunities for growth lie. two exciting environment, with an emphasis on delegate participation. Delegates panels will close the event, the first focusing on sales and marketing will choose a morning workshop and an afternoon workshop, allowing challenges - from pricing and rates - to distribution issues and working them to customise their conference experience. covering topics from with the travel trade vs. direct bookings. the final panel brings together revenue management and social media to staff retention and working the biggest names in the regions’ restaurant scene to tackle how to with owners, this is a unique opportunity to work through challenges develop innovative and succesful dining concepts. with your fellow GMs. WWW.HOtELIERMIddLEEAst.cOM/cOnFEREncEs

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agenda09.00 OPEnIng REMARks: HOtELIER MIddLE EAst09.10 kEYnOtE AddREss: AbU dHAbI tOURIsM AUtHORItY H.E Mubarak Al Muhairi, Director General, Abu Dhabi Tourism Authority09.25 kEYnOtE AddREss: dUbAI dEPARtMEnt OF tOURIsM cOMMERcE And MARkEtIng Majid Al Marri, Director, Hotel Classification Department, DTCM09.40 kEYnOtE AddREss: UnvEILIng OF tHE LAtEst UAE HOtEL PIPELInE dAtA Guy Wilkinson, Partner & General Manager, Viability Management Consultants10.00 PAnEL dIscUssIOn: WHERE ARE WE HEAdEd? The hotel industry has welcomed stronger signs of recovery given the upward trends seen in the last quarter of 2010, and early 2011. However this growth forecast has driven major hotel developments and the pipeline looks as daunting as ever. This panel will take a strategic look at the health of the industry, discuss the most pressing issues and challenges we face today, and debate the best way forward for the hospitality sector. Discussion Point 1: What is the new reality for the UAE hotel market? Discussion Point 2: The state of the current legislative and regulatory landscape, and the direction it is heading Discussion Point 3: In which areas does the industry need to act in unison to improve customer experience and increase hotel revenues? Discussion Point 4: Where do the greatest opportunities for growth lie? Moderator: Jalil Mekouar, Managing Director, Jones Lang LaSalle Hotels Middle East & Africa Ali Hamad Lakhraim Alzaabi, Partner & President, Millennium & Copthorne Middle East Ltd Omer Kaddouri, Executive Vice President & Chief Operating Officer, Rotana Marwin Al Ali, Senior Vice President Operations - Middle East, Africa and South Asia, Jumeirah Group Sami Al Ansari, Chief Executive Officer, Ishraq Holding10.45 MORnIng bREAk And REFREsHMEnts11.15 MORnIng WORksHOPs: AttEnd tHE WORksHOP OF YOUR cHOIcE WORksHOP A: sAtIsFYIng sAvvY dInERs Until recently the UAE has been seen as the brash young upstart, and its F&B offerings have often reflected this image. Now however, the UAE has matured as a tourism destination, and is viewed internationally as a “grown up” country. This workshop will discuss and debate what this means for the countries F&B outlets. Discussion Point 1: How do the UAE’s F&B offerings stack up against the rest of the world? Discussion Point 2: Ensuring marketing, quality and pricing are in line with international standards Discussion Point 3: The increasing importance of design Discussion Point 4: How can the other Emirates compete with Dubai and Abu Dhabi? Workshop Leader: Aidan Keane, CEO & Founder, Keane Brands WORksHOP b: MAkIng sOcIAL MEdIA WORk FOR YOU - IMPROvIng cUstOMER sERvIcE And OPEnIng UP nEW REvEnUE stREAMs Over the past few years, businesses have increasingly dedicated resources to creating social media strategies in hopes of boosting site traffic, sales and brand engagement. However, although companies have joined social networks like Facebook, Twitter, Foursquare and YouTube, they have struggled to create unique user experiences and provide value for followers, while also meeting management expectations and program goals. This workshop will uncover the shape of things to come, show you how to conduct a quick social media stock take, and give you ideas about how to open up new revenue streams through social media engagement Discussion Point 1: Overview of current state of social media, what’s hot and what’s not Discussion Point 2: how to perform a digital health check for your hotel Discussion Point 3: How to generate revenue through Facebook, Twitter, LinkedIn Discussion Point 4: Augmented reality and location-based services Workshop Leader: Martin Kubler, Founder, Iconsulthotels WWW.HOtELIERMIddLEEAst.cOM/cOnFEREncEs

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agenda WORksHOP c: WHERE sHOULd tHE REvEnUE MAnAgER sIt? As revenue management has become more and more important, recent discussion and debate has centered on the culture of revenue management — in particular, the changing nature of where revenue management sits within the organisational structure of a hotel. This twinned with the ongoing debate over who the revenue manager should report will form the backbone of this workshop, looking at the role of the Revenue Manager in today’s hotel. Discussion Point 1: Where should a Revenue Manager fit into an organisational structure, and what affect should they have on other departments? Discussion Point 2: Revenue management as a strategic rather than tactical profession Discussion Point 3: As technology and revenue management strategies advance, what will the next level of revenue generation look like? 23% Workshop Leader: Aligi Gardenghi, Senior Director of Revenue Management MEA, Hilton Worldwide WORksHOP d: MOtIvAtIng And REtAInIng 57% stAFF Only 17% of jobseekers believe their next job will be within the same hotel or hotel group, according to the 20% CatererGlobal.com Recruitment and Retention Strategies for the Middle East Hotel Industry 2010 survey. This should serve as a wake up call to those wishing to retain staff. This workshop will discuss how GM’s can reduce staff turnover. Discussion Point 1: How to conduct effective exit interviews and use them to reduce employee turnover Discussion Point 2: Clearing the main myths surrounding motivation and defining the main theories for motivating individuals and teams Discussion Point 3: Identify the main reasons behind demotivated individuals and learn the main methods used in cutting down on employee turnover Workshop Leader: Craig Cochrane, Vice President Human Resources - Middle East & Asia, Mövenpick Hotels & Resorts12.45 LUncH13.45 AFtERnOOn WORksHOPs: AttEnd tHE WORksHOP OF YOUR cHOIcE WORksHOP E: REvEnUE MAnAgEMEnt In F&b OUtLEts Today’s leading hospitality operators are using revenue management to monitor sales and increase profitability in thier F&B outlets. The high fixed costs of running a restaurant penalises operators who under-use their capacity, therefore selling the right product at the right time to the right customer at the right price is of utmost importance in an F&B operation. This workshop will look at the journey IHG are in to put in place dynamic F&B pricing by segment by length of stay, and how you can implement similar F&B revenue management strategies in your hotel. Discussion Point 1: Discover profitable F&B revenue management strategies to suit every F&B hotel outlet Discussion Point 2: Learn how to turn your F&B hotel outlets into profit centers Discussion Point 3: Gain an in-depth understanding of ‘F&B dynamic pricing by segment by length of stay’ Workshop Leader: Hannes Bos, Director Revenue Management MEA, InterContinental Hotels Group WORksHOP F: bOOstIng AncILLARY REvEnUE Hotels whilst still focusing on maximising RevPAR, are beginning to implement innovative ancillary revenue boosting strategies. This interactive workshop will focus on how hoteliers can capitalise on potential revenue sources, discover hidden revenue sources outside and within their hotel, improve point of sale incentive programs, develop comprehensive retail strategies and the marketing concepts that drive them. Discussion Point 1: How to capitalise on potential revenue sources Discussion Point 2: Discovering hidden potential revenue sources outside and within the hotel business unit Discussion Point 3: Capturing ancillary revenue at time of booking Discussion Point 4: Freeing up a guests time to allow them to partake in ancillary revenue generating activities Workshop Leader: tbc WWW.HOtELIERMIddLEEAst.cOM/cOnFEREncEs

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agenda WORksHOP g: dELIvERIng WORLd cLAss sERvIcE Good customer service is the life blood of any business, especially the hotel business. Providing a consistent level of quality customer service is always a work in process for hotel managers. Couple that with the fact that the labor pool in the UAE is not as skilled as other markets, and turnover remains high, it is continual challenge for General Managers to deliver great customer service. Discussion Point 1: Developing service standards and training that emphasise exceptional service for every customer Discussion Point 2: Giving the customer what they really want, not what you want to give Discussion Point 3: When should the General Manager step in to deal with difficult guests? Workshop Leader: tbc WORksHOP H: WORkIng WItH OWnERs Compared to other regions, GCC countries show a very high level of private sector ownership in hotel real estate. Over 23% 70% of hotels in the GCC are owned by private sector entities; entities which are often unfamiliar with the technicalities of hotel operations. This workshop will allow you to brainstorm ways to overcome the owner/operator challenge, and benefit from tools and techniques to best manage the relationship. 57% Discussion Point 1: Reconciling the owner’s investment perspective with the short term needs of the business. Discussion Point 2: Balancing the brand standards that support owner returns, and standards that are there for the benefit of the brand. 20% Discussion Point 3: Optimum working relationships between owners and operators. Workshop Leader: Guy Wilkinson, Partner & General Manager, Viability Management Consultants15.15 AFtERnOOn bREAk And REFREsHMEnts15.45 PAnEL dIscUssIOn: sALEs And MARkEtIng As new properties come on line, hotels are having to work harder to grab customers. Therefore sales and marketing strategies are becoming even more important, and coupled with an increasing array of channels to market, more complex. This panel brings together industry leaders to discuss and debate various challenges - from pricing and rates - to distribution issues and working with the travel trade vs. direct bookings. Discussion Point 1: How can we move beyond pricing and rates wars Discussion Point 2: Working with the travel trade versus pushing direct bookings Discussion Point 3: Is there a place for all inclusive offerings in the UAE? Discussion Point 4: Should hotels be forced to stick to their ‘sector’? Moderator: Mona Faraj, Managing Partner, Insights Management Consultancy Mike Scully, Managing Director, Seven Tides Hospitality Amit Arora, Chief Marketing Officer, Emaar Hospitality Yigit Sezgin, Global Director of Sales and Marketing, The Rezidor Hotel Group Michael Marshall, Vice President Sales and Marketing, Millennium and Copthorne Hotels James Britchford, Director of Sales MEA, InterContinental Hotels Group Leo Fewtrell, General Manager, Dubai Travel and Tour Agents Group (DTTAG)16.30 PAnEL dIscUssIOn: tHE ARt And scIEncE OF sUccEssFUL REstAURAnts Up until 2008, the UAE had grown accustomed to enjoying great returns from restaurant investments. But the days of making easy money from any old offering has gone. Over the last few years, the market has toughened; a combination of both a leap in competition and to a lesser degree, reduced demand. Operators now must be right on target with their concept and execution. This panel will brings together the biggest names in the UAE’s restaurant scene to discuss what makes a successful restaurant and what the future holds for the UAE F&B scene. Discussion Point 1: What are the specific characteristics that make a successful UAE restaurant? Discussion Point 2: Hotel guests have more choice on their doorstep: how can hotels increase their capture rate? Discussion Point 3: What is missing from the current offerings, where do the next opportunities lie? Discussion Point 4: How will global trends impact the local industry? Moderator: Daniel During, Principal & Managing Director, Thomas Klein International Phil Broad, Managing Director, Jumeirah Restaurants John Cordeaux, Executive Chef, Fairmont Bab Al Bahr Mark Patten, Vice President Culinary, Atlantis The Palm Ajaz Sheikh, Director of Operations Middle East, Zuma & Roka Restaurants Markus Thesleff, Founder, OKKU Luxury Japanese Restaurant and Lounge17.15 nEtWORkIng REcEPtIOn WWW.HOtELIERMIddLEEAst.cOM/cOnFEREncEs

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2010 delegatesOver 150 general mangers from hotels across the UAE, Oman, Qatar and Bahrain gathered en masse at The 2010 Great GMDebate, the first ever conference presented by Hotelier Middle East. Alongside the GMs were representatives from hotelowners and asset managers as well as delegations from the Dubai Department of Tourism and Commerce Marketing (DTCM).and Abu Dhabi Tourism Authority (ADTA). The following hotel’s general managers were in attendance in 2010:Accor Middle East Grand Hyatt Movenpick Jumeirah Beach HotelAbu Dhabi National Hotels Habtoor Hotels Najd Hotel ApartmentsAjman Beach Hotel Hall Mark Hotel Pearl ResidenceAl Maha Regency Hotel Hatta Fort Hotel Premier Inn HotelsAl Majarah Residence Sharjah Hilton Dubai Creek Qamardeen Hotel, Southern SunAl Nawras Hotel Apartment Hilton Dubai Jumeirah Beach Ramada Downtown DubaiAl Raha Beach Hotel Holiday Inn Radisson Blu Hotel, Dubai Deira CreekAloft Abu Dhabi | element Abu Dhabi Holiday Inn Downtown Radisson Blu Hotel,Dubai Media CityArabian Dreams Hotel Apartments Holiday Inn Express Airport Radisson Blu Residence, Dubai MarinaArabian Park Hotel Holiday Inn Express Jumeirah Ramada Continental HotelAuris Al Marsa Hotel Apartments Holiday Inn Express Safa Ramee Royal HotelAuris Hotels Management Hotel JAL Fujairah Resort and Spa Ras Al Khaimah HotelAvari Dubai Hotel Hyatt Capital Gate Regent Palace HotelAyla Hotels Iberotel Miramar Al Aqah Beach Resort Renaissance Hotel DubaiBest Western Juffair Hotel Intercontinental Dubai Festival City Rotana HotelsBonnington Tower Hotel InterContinental Residence Suites Royal GroupBurj Al Arab Jawhara Group of Hotels & Apartments Safari Hotel NizwaCarlton Tower Hotel Jebel Ali Golf Resort & Spa Seaview HotelCity Seasons Group Jebel Ali International Hotel Seven Tides HospitalityCity Tower Hotel Jumeirah Group Shangri La Hotel Qaryat Al BeriCity Tower Hotel Apartments JW Marriott Dubai Shangri La Barr Al Jissah Resort And SpaCoral Boutique Hotel Apartments Karama Hotel Sharjah RotanaCourtyard Marriott Hotel Kingsgate Hotel Six Senses Zighy BayCrowne Plaza Dubai Festival City LArabia Hotel Sofitel Dubai Jumeirah Beach HotelCrystal Suites La Villa Palace Hotel Suite Hotel Mall of the EmiratesCrystal Suites Hotel Landmark Group Taj Palace HotelDhow Palace Hotel Layia Hospitality Tamani Hotel MarinaDubai Marine Beach Resort and Spa Liwa Hotel The Address Hotel DowntownDubai Pearl Lords Hotel The Armani Hotel, Burj KhalifaDubai World Trade Centre Lotus Downtown Metro Hotel The Banyan Tree Al Wadi Resort and SpaDusit International Lotus Grand Hotel Apartments The Eclipse Hotel ApartmentsEmaar Hotels & Resorts Lotus Hotel Apartments and Spa Marina The Oceanic Hotel & ResortEmirates Palace Majestic Hotel Tower The Platinum Hotel OmanEmirates Palace Hotel Sharjah Manhattan Avenue Hotel The Westin Dubai Marina Seyahi Beach ResortEwan Hotel/Holiday Inn Plaza Marco Polo Hotel Towers Rotana HotelExcelsior Creek Hotel Marriott Executive Apartments Traders Hotel, DubaiExpress by Holiday Inn Marriott Harbour Hotel & Suites V. Five Continents Hospitality GroupFairmont Hotel Bab al Bahr Media One Hotel Versailles HotelFraser Suites Dubai Metropolitan Hotel Dubai Vision Hotel ApartmentsGolden Swiss Bel Hotel Dubai Meydan City Corporation Wasl HospitalityGolden Tulip Al Barsha Minc Waterfront Hotel Apartments West Paces Hotel GroupGolden Tulip Resort Dibba Mirfa Hotel Wyndham Hotel GroupGrand Excelsior Mohd Bin Haider Group of Hotels Ziqoo Hotel Apartments For more inFormation or to book your sponsorship package please call 00971 4 444 3568 or email diarmuid.omalley@itp.com

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sponsorshipThe Hotelier Middle East: Great GM Debate brings together the cream of the region’s Hotel General Managers. As such, it isan ideal place for suppliers to promote their brand, and meet potential customers and existing clients. To ensure sponsors getthe maximum return from their investment, sponsorship opportunities are limited. Below are details of the nine main packages. platinum golD Silver aSSociate lunch coffee workShop DrinkS exhibitor uSD70,000 uSD50,000 uSD30,000 uSD20,000 uSD10,000 uSD5,000 uSD12,000 uSD10,000 uSD8,000pre-event branDingspoNsor to receivelogo coverage iNaNy priNted eveNtliterature                coMpaNy logo to befeatured oN adverts iNsupport publicatioNs        coMpaNy logo tobe featured oNcoNfereNce website        coMpaNy logo to befeatured oN eMailMarketiNg caMpaigNsreciprocal websitehotliNk to yourhoMe page froM thecoNfereNce website     pre-eveNt eMail shot corporate profile oNcoNfereNce websiteonSite branDing        table-top exhibitioNspacelogo to be featured        oN sigNage aNdbaNNers displayediN the receptioN aNdcoNfereNce rooM        logo oN other oN-sitecollateral  corporate literaturedistributioN, whereappropriateother benefitS         coMpaNy profile iNeveNt guideaMouNt of freedelegate passes 6 4 4 4 4 4 4 4 21 x eMail MarketiNgcaMpaigN to thehotelier Middle eastdatabase    post-eveNt delegateeMail shot delegate list usage advertorial iNhotelier Middle east(priNt) For more inFormation or to book your sponsorship package please call 00971 4 444 3568 or email diarmuid.omalley@itp.com