PATA has awarded Jane Park, assistant manager – F&B revenue management & operations at Hotel Icon in Hong Kong, the title of Face of the Future 2024.
The award is bestowed to enterprising individuals whose leadership shines through their involvement with tourism campaigns, or demonstrated commitment to the sustainable development of the Asia-Pacific travel industry in a spirit in line with PATA’s mission.
Park graduated in 2021 with a Bachelor’s degree in Hotel Management from the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University. During her tenure in the Elite Management Trainee programme at Hotel Icon, she recognised that service staff are the essence of the hospitality industry, and their ability to deliver exceptional service is critical in fostering guest loyalty and enhancing brand reputation. To emphasise the significance of guest service, Park successfully undertook two projects in collaboration with hotel executives at Hotel Icon, focusing on developing a revenue generation strategy and menu engineering for the F&B outlets.
In alignment with Hotel Icon’s philosophy, We Love to Care, Park launched the Delight Your Guest programme, which enables staff at all levels to participate in the planning process and create memorable experiences for guests. This programme contributed to Hotel Icon being named the most reviewed hotel in Hong Kong for 2022.
For her second project, Park collaborated with the director of revenue and marketing to develop a more sophisticated approach to planning, yield management, and forecasting for F&B operations. Implemented in April 2024, this new method led to an increase in market bookings despite challenging recovery conditions. By prioritising guest experience, fostering a collaborative environment, and promoting innovative revenue management strategies, Park ensures that service staff can take pride in and derive satisfaction from their valuable contributions to the industry.
Commenting on Park’s win, Mayur Patel, head of Asia OAG Aviation and PATA Executive Board member, said: “PATA has consistently led in human capital development and in recognising and nurturing young tourism professionals. We applaud your participation in this special award, which celebrates an exceptional rising star in the industry. As young leaders in this dynamic industry, you play a pivotal role in shaping the future of tourism, which evolves continuously with changing trends. Your passion and innovation are essential for driving the industry forward.”
Patel is the Head Judge for this year’s PATA Face of the Future judging panel. He was also the PATA Face of the Future in 2002.
PATA CEO Noor Ahmad Hamid said: “The tourism industry must make a concerted effort in allowing the younger generation to be the thought leaders and permit them to shape the future of the travel and tourism industry, because, after all, they are the beneficiary.”
He added that the PATA Face of the Future “is undoubtedly crucial in our effort to move towards the future tourism economy”.
As the 2024 PATA Face of the Future, Park has been invited to join the PATA Board, representing the youth community of the association. She has also been granted full sponsorship for participation at PATA Travel Mart 2024, alongside other benefits as a winner.
