Saatchi & Saatchi chief executive to open Annual Hotel Conference
While Cook, as one of the industry's leading lights, will be imparting some pearls of wisdom from his distinguished hotel career, Roberts is expected to give delegates his take on transforming brands and investing in people.
Chris Sanderson, co-founder of leading consultancy firm The Future Laboratory, is the third keynote speaker. He will deliver the closing speech and will address what he believes is the key to success for innovative companies - the ability to spot future trends and technologies from cities around the world.
"It’s not as much about predicting the future, but learning from those already practising it," he said.
"The hotel industry has a vast amount of technology available to implement. The challenge is to understand which of these technologies best suit your business and create a unique strategy that includes them," Sanderson added.
Outstanding quality
More than 600 hotel owners, managers, operators, developers and advisers are expected to descend on the Hilton Deansgate hotel in Manchester on 16 and 17 October for the 10th AHC. The event also attracts bankers and representatives from numerous Government agencies.
"As we prepare for our 10th anniversary, it was imperative for us to secure keynote speakers of an outstanding quality," said Chris Eddlestone, AHC conference chairman.
"Roberts, Cook and Sanderson have an extensive range of work experience and will offer insight, motivation and practical knowledge to our delegates," he added.
Also appearing at the conference this year will be: Danny Pecorelli from Exclusive Hotels, Hilton Worldwide's Patrick Fitzgibbon, Robert Nadler from Nadler Hotels and Deirdre Wells, head of tourism at the Department for Culture, Media & Sport (DCMS), who will give delegates an update on the Government's attempts to promote tourism across Great Britain.
"I firmly believe in the power of culture to drive tourism," Wells said. "My aim when presenting to delegates at the AHC in October will be to highlight these opportunities to hoteliers and provide practical advice on how they can benefit from the fifth largest sector of our economy: tourism."
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