IH&RA Congress To Address "One-To-One" Marketing Revolution

Paris, 14 May 1998 - Creative strategies for one-to-one marketing success will top the agenda at the 36th annual congress of the International Hotel & Restaurant Association (IH&RA), set to convene in Manila, the Philippines from 22-26 October 1998.

Themed "One-to-one: Marketing in the Interactive Age", the conference agenda will address the latest trends in hospitality marketing and how they translate into better business for both independent and chain hotel and restaurant operators.

"With today's marketing landscape increasingly consumer-driven, the hospitality industry must cater to the new 'segment of one' and direct its marketing to the needs of the individual customer, said Eric Pfeffer, IH&RA president and driving force behind the conference programme. "Technological innovations, such as data warehousing and mining packages which put guests at the centre of business, have changed the face of hospitality marketing and are driving the one-to-one philosophy."

A line-up of leading hospitality executives and marketing gurus will share their views on the marketing revolution with an anticipated 500 global hospitality professionals. Scott Anderson, executive vice president, Cendant Hotel Division and pioneer of one-to-one marketing initiatives, will join a panel of industry leaders who will reveal their strategies for marketing their brands and meeting the needs of the new consumer.

"The traditional means of marketing and advertising are dead, or at least in intensive care," says Anderson. "Technology has enabled hoteliers to better pinpoint potential customers. Those who don't take advantage of these technologies will be far behind the power curve - or out of business."

Highlights of the business programme include an analysis of the trends driving the evolution of customer needs, and a session on the transition from mass marketing to one-to-one, with a review of the new conceptual and tech-based tools needed to remain competitive. The different distribution systems and channels available to reach the customer - and how to determine which one to use - will also be examined.

The value of brand-centred marketing strategies will be analysed in "The Business of Branding". "Getting Creative" will explain how to take a creative approach in tailoring messages to different segments of the

market.

A special workshop for corporate hospitality executives will highlight the importance of assessing the lifetime economic value of a customer, while operators of small and medium-sized establishments will be offered an interactive session designed to tackle the marketing plan. A one-day workshop for restaurant operators will take a look at the newest Asian F&B concepts and at the issues and trends driving the region's restaurant industry.

"The choice of the marketing theme is a timely one," said Pfeffer. "Hotels and restaurants in the Asia-Pacific region are looking to marketing solutions to counter the economic downturn, promoting added-value products to retain existing clients and build new business." A special session will focus on the direction the region's industry is expected to take, and on the opportunities to be found in emerging

markets in the region.

The Congress will convene at the Makati Shangri-La Hotel, Manila. Registration is open to non-members as well as members and accompanying persons. For information contact Ellen Mollay, IH&RA, phone: (33 1) 44 89 94 00, fax: (33 1) 40 36 73 30, e-mail: [email protected].