As a global centre of excellence in hospitality and tourism education and MODULES Hong Kong PolyU Winter School 7-19 January 2013

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1 Executive Development Programme in Hospitality Hong Kong PolyU Winter School 7-19 January MODULES n Revenue for Non-revenue Managers 7-8 January n Hotel Asset 9-10 January n Product and Service Innovation in the Hospitality Industry January n Managing and Working with Generation Y January n Crisis Prevention and Recovery January n Hotel Design and Operational Efficiency January As a global centre of excellence in hospitality and tourism education and research, the at The Hong Kong Polytechnic serves the industry and academic communities through the advancement of education and dissemination of knowledge. The School of Hotel and Tourism is one of the world-leading providers of hospitality and tourism education. It is ranked No. 2 in the world among hotel and tourism schools based on research and scholarship, according to a study published in the Journal of Hospitality and Tourism Research in November With 65 academic staff drawing from 19 countries, the School offers programmes at levels ranging from PhD to Higher Diploma, and is currently a member of the United Nations World Tourism Organisation Knowledge Network. It was recipient of the McCool Breakthrough Award in 2012 from the International Council on Hotel, Restaurant, and Institutional Education, the world s largest organization of hospitality and tourism educators. The breakthrough has been realised in the form of its teaching and research hotel Hotel ICON the heart of its innovative approach to hospitality and tourism education. The Hong Kong PolyU Winter School developed by the School of Hotel & Tourism is an executive development programme for senior hospitality industry managers, and it will be held on 7-19 January. The Hong Kong PolyU Winter School will offer six in-depth modules, which are relevant to the changing business environment, practical in substance, and interactive in nature. The programme is co-organized by the Hong Kong Hotels Association. Co-organised by : Sponsored by :

2 Certificate Programmes Participants who successfully complete each module in the programme will receive a Hong Kong PolyU Winter School Certificate. Hong Kong PolyU Winter School is an annual programme, and participants who successfully complete six different modules over a maximum of three-year period will receive an Advanced Certificate in Hospitality issued by the. Participants who also attended Hong Kong PolyU Winter School in 2011 and 2012 may apply for the Advanced Certificate in Hospitality based on the modules successfully completed. Dates Modules Instructors 7-8 January (Mon, Tue) 9-10 January (Wed, Thur) January (Fri, Sat) January (Mon, Tue) January (Wed, Thur) January (Fri, Sat) Revenue for Non-revenue Managers Hotel Asset Product and Service Innovation in the Hospitality Industry Managing and Working with Generation Y Crisis Prevention and Recovery Hotel Design and Operational Efficiency Dr Basak Denizci Guillet Mr S Lakshmi Narasimhan Founder/Solutions Strategist Ignite Insight LLC, New York Dr Qu Xiao Prof Rohit Verma Service Operations School of Hotel Administration Cornell Prof Kaye Chon Dean and Chair Ms Judy Hou Chief Executive Officer Les Roches Jin Jiang International Hotel College Shanghai Prof Bob McKercher Mr Bert van Walbeek Managing Director The Winning Edge Mr Richard Doone Managing Director (Far East) Conran & Partners Mr Wilson Lee General Manager Andaz Shanghai

3 MODULE OUTLINE Revenue for Non-revenue Managers 7-8 January (Monday, Tuesday) Revenue drew more attention from the hospitality industry in recent years thanks to the firms efforts to enhance revenues and profits strategically and systematically in today s fast paced and intensely competitive business environment. This module intends to show participants today and tomorrow of revenue management in the hospitality industry. The main objective of this module is to equip the participants with better tools and methods to utilize revenue management techniques in today s business environment. First day of the module is composed of the hotel revenue management approach, forecasting and controlling availability, strategic pricing and management of distribution channels, cultural integration of revenue management to the organization. The second day of the module will delve into profit flow through strategies in revenue management. If it is to realize its inherent power, revenue management must no more be treated as only a marketing strategy. Its effectiveness is in delivering incremental profit dollars from incremental revenue dollars. This is what stakeholders will be expecting. This can only be achieved through a powerful partnership between the marketing and finance functions. The businesses who harness this power are likely to survive the ones who do not. Dr Basak Denizci Guillet Mr S Lakshmi Narasimhan Founder/Solutions Strategist Ignite Insight LLC New York Hotel Asset 9-10 January (Wednesday, Thursday) Hotel Asset is designed to provide senior hospitality executive participants the framework, knowledge and tools to manage their hotel assets strategically. Interactive lectures, specific reading assignments and real-life cases will be featured in this module. Through indepth discussions on key topics, this module will enable them to develop critical analytical capabilities, and solve decision making problems related to their management of hotel assets. Jointly taught by experienced academic and industry practitioner, the following topics will be covered in this module: Commercial Real Estate and Hotel Investment Market Asset Cycle and Asset Process Hotel Valuation Methods and Value Maximization Strategies Brand Selection and Managing the Companies Benchmarking Hotel Performance Hold vs. Sell and Refinancing Decisions Managing Capital Expenditures Up-to-date trends on the state of the hotel investment and financing markets Dr Qu Xiao

4 Product and Service Innovation in the Hospitality Industry January (Friday, Saturday) This module provides a state-of-the-art review of major concepts, tools and trends in new product innovation for the hospitality industry. A New Product is a loosely used term and can be defined as a new good, service, experience or a good-service-experience bundle previously not available to the customers. From the perspective of a specific firm, a new product can also be defined as an offering it has not produced before. This module will discuss why it is necessary for hospitality firms to establish effective product development processes for their long-term survival and growth in a highly competitive marketplace. We will discuss major trends and tools such as continuous and disruptive innovation, customer experiences, customer choice analysis, concurrent engineering, time-based competition, mass customization and the impact of social media and mobile innovations, among other topics. The format of the module involves case studies, readings, class-discussion, and a series of hands-on exercises and demonstrations. The class will contain examples from hotels, restaurants, resorts and a variety of hospitality businesses. Prof Rohit Verma Service Operations School of Hotel Administration Cornell Managing and Working with Generation Y January (Monday, Tuesday) This module on Managing Generation Y is designed specifically for the senior management and executives of hospitality industry. It is intended for the attendees to gain understanding of today s largest workforce, Generation Y by demystify the new breed of tech-savvy, networkoriented, values-first professionals, and provide ideas on how to manage and work with Generation Y more effectively to minimize intergenerational issues in the workplace. In addition, the attendees will have the opportunity to find ways to attract, retain, and engage Generation Y through interactive work group, discussion and case studies. Speaker will also share the results of most recent Generation Y survey where the target participants were hospitality students and their view on hospitality industry and as a career path. Prof Kaye Chon Dean and Chair Ms Judy Hou Chief Executive Officer Les Roches Jin Jiang International Hotel College Shanghai

5 Crisis Prevention and Recovery January (Wednesday, Thursday) Now that crises are becoming part of every day managerial life, the need to be prepared is becoming a duty for each hospitality organization since the good old times of being able to think It won t happen to me. are long gone. Hospitality managers must learn to accept the responsibility for the safety and security of their customers, staff and assets, as well as recognize the shared liability towards the reputation of their hotel! The participants will gain knowledge of how to: Divide responsibilities within a hotel management team Understand the 4 phases of crisis management Establish and prioritize potential risks Be aware of crisis communication and press relation challenges Work with partners Train and empower staff Handle liability Incorporate crisis preparedness in marketing strategies Gain knowledge through case studies about past crises in other industries Develop a specific, organizational prevention & crisis management plan Become a Master of Disaster and recognizing that it s everyone s responsibilities Prof Bob McKercher Crises can be small, like an employee getting hurt, and big, like a terrorist attack or a typhoon. We all need to sharpen our skills at predicting and preventing such situations by Expecting the Unexpected. Mr Bert van Walbeek Managing Director The Winning Edge Hotel Design and Operational Efficiency January (Friday, Saturday) This module is aimed at anyone involved in the hotel and hospitality sectors and who has ever confronted the challenges of balancing the design and operational considerations of their properties. This balance is sometimes referred to as Form versus Function, or put another way, what a space looks like and how you use it. Understanding the importance of both form and function and their symbiotic relationship in hotels and food & beverage outlets is a key factor in creating success and profitability. Participants in this module will have the opportunity to widen their understanding of the key factors that influence the balance between form and function, as well as gain an appreciation of the importance of a collaborative approach between operators and designers in delivering hotels that work. Mr Richard Doone Managing Director (Far East) Conran & Partners From property owners to operational teams, the module will give you the opportunity to share your experiences with others who understand the challenges that you face. It will assist you in developing guidelines and principles for how you approach future projects for optimum success. The module is structured to give the participants as much opportunity for involvement as possible. Through the use of open discussion, case study critical analysis, small group scenarios and Q&A s, the aim is to share experiences and to learn from each other through a candid and collaborative process. Mr Wilson Lee General Manager Andaz Shanghai

6 Registration Fees: (10% discount for Hong Kong Hotels Association members) Modules Early Bird Registration by 3 December 2012 Registration after 3 December 2012 Revenue for Non-revenue Managers US$700 US$800 Hotel Asset US$700 US$800 Product and Service Innovation in the Hospitality Industry US$700 US$800 Managing and Working with Generation Y US$700 US$800 Crisis Prevention and Recovery US$700 US$800 Hotel Design and Operational Efficiency US$700 US$800 Fees Include: Fees include tuition, modules materials, lunches, refreshment breaks and a certificate of completion. Sponsorship is available to PATA member organisations. For more details, please foundation@pata.org Venue: All the modules will be held at the,. Deadline: Early bird discount registration deadline is 3 December Cancellation Policy: A 50% refund will be made for cancellations received in writing before 31 December No refund thereafter. Further Information: For further information and enquiries, please contact Miss Flora Ng,,, 17 Science Museum Road, Tsimshatsui East, Kowloon, Hong Kong. flora.ng-ps@polyu.edu.hk Tel: (852) Fax: (852) or visit for the registration form.

7 Executive Development Programme in Hospitality Hong Kong PolyU Winter School Personal Information Prof / Dr / Mr / Mrs / Ms First Name Surname 7-19 January Position Organization Address (Work) City State & Post Code Country Phone Fax Registration Please 3 the following modules which you choose to register for: Registration Form Modules Early Bird Registration by 3 December 2012 Registration after 3 December 2012 Revenue for Non-revenue Managers US$700 US$800 Hotel Asset US$700 US$800 Product and Service Innovation in the Hospitality Industry US$700 US$800 Managing and Working with Generation Y US$700 US$800 Crisis Prevention and Recovery US$700 US$800 Hotel Design and Operational Efficiency US$700 US$800 Payment Registration fee may be paid either by cheque/bank draft (in US$) or by credit card. Please make the payment to. For payment in HK$, please use the exchange rate of US$1 = HK$7.8. Mode of Payment Cheque/bankdraft Credit card, please tick the appropriate Card type: Visa MasterCard Name as printed on Card Card Number Please 3 if you are Hong Kong Hotels Association member (10% discount) Authorized Amount Expiry Date Cardholder Signature Remarks: Registration will be confirmed on a first-come-first-served basis and on receipt of full payment. Priority will be given to registration for all six modules. A 50% refund will be made for cancellations received in writing before 31 December No refund thereafter. Please return the completed Registration Form with payment to: Miss Flora Ng, 17 Science Museum Road, Tsimshatsui East, Kowloon, Hong Kong Tel: (852) Fax: (852) flora.ng-ps@polyu.edu.hk

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