Iconsulthotels was pleased to be part of the Hotelier middle East Great GM Debate 2011. Our CEO, Martin Kubler, ran an oversubscribed workshop on "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. The workshop gave the attending GMs new ideas about opening up new revenue streams through social media engagement, monitoring online reputation, and increasing social media engagement. Find out more about Iconsulthotels's social & digital media services here: http://qoo.ly/3pnyb You, too, can hire Iconsulthotels experts for your next event or conference: http://qoo.ly/ebtb

1. 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
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hotelie ow at www.
rmiddle
com/c east.
onfere
nces
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2. welcome
Dear General Manager,
2011 will see stronger signs of recovery by WHO YOU WILL HEAR FROM
the hospitality sector given the upward • HE Mubarak Al Muhairi
trends seen in the last quarter of 2010. ADtA
The UAE’s hospitality and tourism • Majid Al Marri
sector has been showing signs of DtcM
resurgence with higher occupancy rates • Marwin Al Ali
driven by a surge in tourist arrivals Jumeirah Group
towards the end of 2010. Latest figures • Ali Lakhraim
released by the Dubai Department of Millennium and copthorne Hotels
Tourism and Commerce Marketing, • Omer Kaddouri
show the number of hotel guests in rotana
Dubai touched approximately six • Sami Al Ansari
million between January and September ishraq Holding
2010, reflecting a six per cent increase • Amit Arora
compared to the 5,640,703 guests during Emaar Hospitality
the 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 Hotels
was no different towards the end of the has by far the largest number of hotels in • Phil Broad
year. November results released by Abu the development pipeline in the Middle Jumeirah restaurants
Dhabi Tourism Authority show a 27 per East, with 50,908 rooms, of which almost • Yigit Sezgin
cent increase in hotel guests compared half are in construction. the rezidor Hotel Group
to the same month last year out of a total If, or when, these rooms come on line, • Mike Scully
of 169,001 staying in the emirate. Guest they will pose problems for General Seven tides Hospitality
nights surged by 42 per cent compared Managers as they seek to return to • Aidan Keane
to the same month last year to reach growth, and recover from suffering Keane Brands
544,753. The target of 1.65 million hotel declines in RevPar. • Ajaz Sheikh
guests for the year set by the ADTA now The Hotelier Middle East: Great GM Zuma
seems closer. Debate is a one of a kind event, providing • James Britchford
Hotel industry analysts say 2011 will hotel General Managers with a forum iHG
see stronger signs of recovery by the to discuss the unique challenges and • Guy Wilkinson
hospitality sector given the upward opportunities that they face on a day viability Management consultants
trends 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 DttGA
driven major hotel developments, while supportive environment. • Martin Kubler
encouraging collaboration between key iconsulthotels
industry players such as hotel chains, I look forward to welcoming you to the • Craig Cochrane
travel agencies, tour operators, airlines Great GM Debate. Mövenpick Hotels & resorts
and the government in a bid to capture • John Cordeaux
a bigger share of the steadily expanding michael mcgill EvEnt DirEctor Fairmont Bab Al Bahr
tourism 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 Mekouar
Now iN its seveNth year, hotelier Middle east awards are a celebratioN of excelleNce. the wiNNers Jones Lang LaSalle Hotels
truly are the heroes that Make all the differeNce.
WWW.HOtELIERMIddLEEAst.cOM/cOnFEREncEs

3. highlights
Dear Colleague,
The Hotelier Middle East: Great GM Debate will see the
leaders of the industry gather to discuss and debate the way
forward for the region. The conference is an unrivalled
networking forum bringing together the region’s General
Managers to benchmark operations, brainstorm ideas, and
overcome 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 since
authorities aNd hospitality providers as the fortuNes of oNe part of the
regioN greatly iMpact those of aNother. it is vital that, regioNwide, we
2005, Al Muhairi has been instrumental in growing the
work iN partNership with our stakeholders, of which accoMModatioN emirate’s tourism infrastructure, including the creation of
providers are a key sector, if we are to pool our kNowledge aNd
expertise 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 concentration
iNflueNce regioNwide strategies. the great gM debate is oNe foruM where
we caN explore regioNally focussed syNergies aNd how best, together, we of premier cultural institutions, such as the Guggenheim
leverage theM.” HiS ExcELLEncy MUBArAK AL MUHAiri, DirEctor GEnErAL oF
ABU 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

4. agenda
09.00 OPEnIng REMARks: HOtELIER MIddLE EAst
09.10 kEYnOtE AddREss: AbU dHAbI tOURIsM AUtHORItY
H.E Mubarak Al Muhairi, Director General, Abu Dhabi Tourism Authority
09.25 kEYnOtE AddREss: dUbAI dEPARtMEnt OF tOURIsM cOMMERcE And MARkEtIng
Majid Al Marri, Director, Hotel Classification Department, DTCM
09.40 kEYnOtE AddREss: UnvEILIng OF tHE LAtEst UAE HOtEL PIPELInE dAtA
Guy Wilkinson, Partner & General Manager, Viability Management Consultants
10.00 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 Holding
10.45 MORnIng bREAk And REFREsHMEnts
11.15 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

5. 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 & Resorts
12.45 LUncH
13.45 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

6. 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 Consultants
15.15 AFtERnOOn bREAk And REFREsHMEnts
15.45 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 Lounge
17.15 nEtWORkIng REcEPtIOn
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7. 2010 delegates
Over 150 general mangers from hotels across the UAE, Oman, Qatar and Bahrain gathered en masse at The 2010 Great GM
Debate, the first ever conference presented by Hotelier Middle East. Alongside the GMs were representatives from hotel
owners 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 Hotel
Abu Dhabi National Hotels Habtoor Hotels Najd Hotel Apartments
Ajman Beach Hotel Hall Mark Hotel Pearl Residence
Al Maha Regency Hotel Hatta Fort Hotel Premier Inn Hotels
Al Majarah Residence Sharjah Hilton Dubai Creek Qamardeen Hotel, Southern Sun
Al Nawras Hotel Apartment Hilton Dubai Jumeirah Beach Ramada Downtown Dubai
Al Raha Beach Hotel Holiday Inn Radisson Blu Hotel, Dubai Deira Creek
Aloft Abu Dhabi | element Abu Dhabi Holiday Inn Downtown Radisson Blu Hotel,Dubai Media City
Arabian Dreams Hotel Apartments Holiday Inn Express Airport Radisson Blu Residence, Dubai Marina
Arabian Park Hotel Holiday Inn Express Jumeirah Ramada Continental Hotel
Auris Al Marsa Hotel Apartments Holiday Inn Express Safa Ramee Royal Hotel
Auris Hotels Management Hotel JAL Fujairah Resort and Spa Ras Al Khaimah Hotel
Avari Dubai Hotel Hyatt Capital Gate Regent Palace Hotel
Ayla Hotels Iberotel Miramar Al Aqah Beach Resort Renaissance Hotel Dubai
Best Western Juffair Hotel Intercontinental Dubai Festival City Rotana Hotels
Bonnington Tower Hotel InterContinental Residence Suites Royal Group
Burj Al Arab Jawhara Group of Hotels & Apartments Safari Hotel Nizwa
Carlton Tower Hotel Jebel Ali Golf Resort & Spa Seaview Hotel
City Seasons Group Jebel Ali International Hotel Seven Tides Hospitality
City Tower Hotel Jumeirah Group Shangri La Hotel Qaryat Al Beri
City Tower Hotel Apartments JW Marriott Dubai Shangri La Barr Al Jissah Resort And Spa
Coral Boutique Hotel Apartments Karama Hotel Sharjah Rotana
Courtyard Marriott Hotel Kingsgate Hotel Six Senses Zighy Bay
Crowne Plaza Dubai Festival City L'Arabia Hotel Sofitel Dubai Jumeirah Beach Hotel
Crystal Suites La Villa Palace Hotel Suite Hotel Mall of the Emirates
Crystal Suites Hotel Landmark Group Taj Palace Hotel
Dhow Palace Hotel Layia Hospitality Tamani Hotel Marina
Dubai Marine Beach Resort and Spa Liwa Hotel The Address Hotel Downtown
Dubai Pearl Lords Hotel The Armani Hotel, Burj Khalifa
Dubai World Trade Centre Lotus Downtown Metro Hotel The Banyan Tree Al Wadi Resort and Spa
Dusit International Lotus Grand Hotel Apartments The Eclipse Hotel Apartments
Emaar Hotels & Resorts Lotus Hotel Apartments and Spa Marina The Oceanic Hotel & Resort
Emirates Palace Majestic Hotel Tower The Platinum Hotel Oman
Emirates Palace Hotel Sharjah Manhattan Avenue Hotel The Westin Dubai Marina Seyahi Beach Resort
Ewan Hotel/Holiday Inn Plaza Marco Polo Hotel Towers Rotana Hotel
Excelsior Creek Hotel Marriott Executive Apartments Traders Hotel, Dubai
Express by Holiday Inn Marriott Harbour Hotel & Suites V. Five Continents Hospitality Group
Fairmont Hotel Bab al Bahr Media One Hotel Versailles Hotel
Fraser Suites Dubai Metropolitan Hotel Dubai Vision Hotel Apartments
Golden Swiss Bel Hotel Dubai Meydan City Corporation Wasl Hospitality
Golden Tulip Al Barsha Minc Waterfront Hotel Apartments West Paces Hotel Group
Golden Tulip Resort Dibba Mirfa Hotel Wyndham Hotel Group
Grand 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

8. sponsorship
The Hotelier Middle East: Great GM Debate brings together the cream of the region’s Hotel General Managers. As such, it is
an ideal place for suppliers to promote their brand, and meet potential customers and existing clients. To ensure sponsors get
the 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 uSD8,000
pre-event branDing
spoNsor to receive
logo coverage iN
aNy priNted eveNt
literature
       
       
coMpaNy logo to be
featured oN adverts iN
support publicatioNs
       
coMpaNy logo to
be featured oN
coNfereNce website
       
coMpaNy logo to be
featured oN eMail
MarketiNg caMpaigNs
reciprocal website
hotliNk to your
hoMe page froM the
coNfereNce website
  
 
pre-eveNt eMail shot

corporate profile oN
coNfereNce website
onSite branDing
       
table-top exhibitioN
space
logo to be featured
       
oN sigNage aNd
baNNers displayed
iN the receptioN aNd
coNfereNce rooM
       
logo oN other oN-site
collateral
 
corporate literature
distributioN, where
appropriate
other benefitS
        
coMpaNy profile iN
eveNt guide
aMouNt of free
delegate passes 6 4 4 4 4 4 4 4 2
1 x eMail MarketiNg
caMpaigN to the
hotelier Middle east
database
 
 
post-eveNt delegate
eMail shot

delegate list usage

advertorial iN
hotelier Middle east
(priNt)
For more inFormation or to book your sponsorship package please call 00971 4 444 3568 or
email diarmuid.omalley@itp.com