Miranda Martin, portfolio director at Fresh Montgomery, talks to EN about launching a new edition of the Independent Hotel Show in Amsterdam.
Tell us a bit about the history of the UK show.
Founded in London in 2012, the UK Independent Hotel Show is the only live business platform dedicated to the needs of independent, luxury and boutique hoteliers in the UK and Ireland. The show has been successful in the UK, bringing over 6000 hotel owners, general managers and key decision makers together annually, to source new products and services, do business and network.
It started in 2012 with 150 exhibitors, attracting an audience of over 3,000 hoteliers. A small, focused show, dedicated to the needs of our hotelier audience. In 2013 we nearly doubled in size and increased our audience by 1,000 guests. The show steadily grew year after year and quickly became an established annual date for our hotelier community to come together.
Bringing together and redefining the current and future hotel landscape, the show helps hoteliers discover and apply the best solutions and experiences for the modern consumer, who is highly-connected, well-travelled, business-driven and seeks authenticity; whilst simultaneously providing practical solutions to help hoteliers streamline efficiency and profitability across their hotel businesses.
Where did the idea to launch a new edition of the show come from?
When we realised the value the show brings to our hotelier community we saw an opportunity to broaden this support further. The hotel scene is vibrant, global and ever evolving, with constantly changing needs and opportunities. We’re well placed to support the industry globally and that was always our goal.
Long term, as the world becomes smaller and more connected, and as hotel businesses develop and evolve; our goal is to take our support of the hotelier community to multiple destinations and to deliver stimulating business experiences, sensitive to the locality in which each event is hosted, for hotelier audiences across the globe.
We are proud to have served the likes of The Hoxton, Artist Residence, Soho House, as they’ve expanded from one to many properties both in the UK and internationally, and we’re excited to bring our experience and passion to support the development of this exciting and flourishing sector to Europe.
Why Amsterdam and why RAI Amsterdam?
It is a forward-thinking, attractive and easy to travel to destination. It was last year’s most attractive European city for investment and celebrates a vigorous tourism industry. Occupancy is forecast at 82 per cent in 2018. The industry in Amsterdam is informal, open-minded, tech savvy and driven by ideas. Its unique culture and it being a European centre for innovation will be mirrored at the Independent Hotel Show.
RAI is the perfect venue due to its reputation, proximity to the airport (important as were inviting an international audience of hoteliers from Benelux, Germany and wider Europe) and it presents us a blank canvas to create something exceptional.
How will the new show compare to the UK edition? What will be different and what will stay the same?
The show will stay true to its values in promising to deliver truly relevant content across the exhibitor profile, programme of talks and interactive installations. Naturally it will differ to the UK show in that the needs of our hotelier guests in Europe will differ to those of our UK community. But the format and the approach to the event will stay the same – experience first, exhibition last.
We will strive to create an exceptional guest experience, designed meticulously to deliver a great value for our hotelier and exhibitor customers.
Have there been any unexpected challenges over the course of geo-cloning the show?
Not yet. But I’m sure we’ll come up against some. Overcoming challenges is the most exciting part of the job!
Are there any plans to expand further in Europe?
Yes… That’s all I’ll say for now.