BestStay 2027 Program

# Which parts of your job will AI take over, and which will become more valuable?

# What skills will employers pay more for in an AI-driven hospitality industry?

# Why emotional intelligence, communication, adaptability and guest understanding will become even more important.

# What to start learning, which skills to develop and how to stay relevant as hospitality roles evolve.

"Built for hotel sales directors, MICE managers, event sales teams and commercial leaders, this interactive masterclass examines real sales situations to uncover what drives conversion, what causes clients to walk away and where profitability is lost.

From qualifying inquiries and understanding client needs to building proposals, handling price objections and negotiating contracts, participants will identify practical ways to improve their sales approach."

Dummy agenda item

Decision Tables: Define the Future Worth Working On. Choose the change you want to create.

# Why rational decisions can produce irrational business results

# How individually rational decisions across revenue, sales, marketing, finance, and operations can undermine overall hotel profitability.

# Why hotels keep discounting, increasing marketing spend, or copying competitors even when everyone would benefit from a different strategy.

# How leaders can change rules, incentives, information flows, and decision-making structures to make better outcomes possible.

# How can leaders move beyond siloed departmental thinking to create a truly integrated operating system for their hotel?

# What are the critical components of this integrated operating system, and how do they interact?

# What are the biggest barriers to achieving true strategic alignment across an organization, and how can they be overcome?

# How does a focus on 'place' (asset value, space monetization) contribute to the overall profitability and resilience of the new operating system?

What should hospitality look like in the next three years, and what needs to work differently to get there?

Choose the business question that matters most to you and join a small group of hospitality decision-makers, guided by a dedicated industry facilitator.

# AI should be used first to reduce cost, not improve guest experience.

# Hotels are not ready for AI because their data is not ready.

# The GM, not IT, should own AI adoption.

# The biggest risk of AI is not job loss; it is bad decision-making at scale.

# What are the most effective strategies for shifting demand from high-cost OTAs to direct booking channels?

# How can revenue, sales, and marketing teams achieve true alignment to maximize net profit rather than just occupancy or ADR?

# What role does data analytics play in optimizing pricing and promotional strategies for different market segments?

# How can hotels leverage their brand to build stronger loyalty and reduce customer acquisition costs?

# What are the key indicators of a truly competitive destination beyond visitor numbers?

# How can tourism boards and local governments effectively collaborate with hotel owners and investors to enhance destination products?

# What role does sustainable development play in long-term destination competitiveness and attracting conscious travelers?

# How can destinations foster a vibrant talent ecosystem to support high-quality hospitality experiences?

Possible solutions, Possible paths, Next Steps

# What are the most significant shifts in leadership mindset required to thrive in an era of permanent uncertainty?

# How do you balance long-term strategic vision with the need for agile, short-term adaptation?

# What specific tools or frameworks have proven most effective in making critical decisions when data is incomplete or rapidly changing?

# How do you maintain team morale and focus when the external environment is constantly challenging?

# What matters most to hospitality employees today, and what are employers underestimating?

# Where do expectations differ between generations, career stages and regional markets?

# What makes people stay, grow or decide to leave?

# What should hospitality employers rethink to attract, develop and retain talent?

# What are the biggest misconceptions each generation holds about the others in the workplace?

# How can leadership effectively communicate purpose and values across a multi-generational team?

# What specific policies or programs have successfully bridged generational divides in training, mentorship, and career progression?

# How can hotels leverage the strengths of each generation to create a more resilient and high-performing workforce?

How to Reach New Customers and Build a Brand Worth Choosing

Hotels are increasingly good at targeting customers who are already likely to book. Conversion rates look great, but are those campaigns really creating new business?

Real growth requires reaching people who are not yet considering your hotel, while giving them a clear reason to choose you over the competition.

In this practical workshop, we'll challenge how hotels approach marketing, brand building and customer acquisition, and identify what needs to change.

Workshop outcome: Participants will identify two practical changes for their own hotel: how to reach new potential customers and how to communicate a more distinctive reason to choose their brand.

Hospitality is changing, but are we changing the way we lead, organise and operate our businesses? What needs to change to improve performance, respond to new technologies and guest expectations, and build teams capable of adapting? And how do we develop the right skills, overcome resistance and turn the need for change into practical action?

Workshop Outcome

Participants will identify one priority for change in their organisation, understand the skills and conditions needed to make it happen, and define the first practical steps towards implementation.

# What is the single most impactful decision you will make based on the insights from BEST STAY 2027?

# What are the first 3-5 concrete steps you will take to implement this decision within your organization?

# What resources or partnerships will be critical to the success of your 90-day action plan?

# How will you measure the success and impact of your chosen initiatives?

# What makes you hire one candidate over another when both have similar qualifications?

# What separates employees who get promoted from those who stay in the same position for years?

# What are the biggest mistakes young professionals make when trying to advance their careers?

# What do you wish young hospitality professionals understood about how leadership and career decisions are actually made?