PATA celebrates Jane Park of Hotel ICON for her innovative leadership by awarding her the Tourism Face of the Future 2024 Award

Reading Time: 4 minutes

The Pacific Asia Travel Association (PATA) has named Jane Park, Assistant Manager of F&B Revenue Management & Operations at Hotel ICON, as the Face of the Future 2024. Alongside Jane, two remarkable candidates have been acknowledged for their outstanding contributions in Sustainability Initiatives and Strategic Management.

Since its inception in 2002, the PATA Face of the Future award has celebrated visionary leaders who excel in tourism campaigns and show a steadfast dedication to the sustainable development of the Asia Pacific travel industry. This award highlights individuals who embody the Association’s mission through their innovative leadership and commitment to fostering growth in the travel sector.

“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,” said PATA CEO Noor Ahmad Hamid, “In embracing this crucial mindset change, we acknowledge the significant roles of the next generation who are more tech-savvy, quality-conscious, well-informed, and environmentally responsible-minded which can help drive innovation to the next level. As a leader in the travel and tourism industry, PATA recognises the huge contribution that the future generation can bring to the table as we can adopt their thinking processes into our mainstream strategy. The PATA Face of the Future is undoubtedly crucial in our effort to move towards the future tourism economy.”

Mayur Patel, Head of Asia at OAG Aviation and PATA Executive Board Member, has been invited to serve as the Head Judge for this year’s PATA Face of the Future award. Patel, who himself was honored as the inaugural PATA Face of the Future in 2002, will bring his extensive experience and insight to the judging panel.

Reflecting on the significance of this prestigious award, Patel remarked on its enduring value and the many rising stars in the tourism industry it has celebrated over the decades. His leadership as Head Judge underscores the continued commitment of PATA to recognize and support emerging talent in the Asia Pacific travel sector.

“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,” said Mr Patel.

Upon learning of her award, Jane Park remarked, “It is with great honour that I accept this prestigious award. Having graduated from the School of Hotel and Tourism Management (SHTM) of the Hong Kong Polytechnic University, which is ranked number one in hospitality and tourism management in the world, gives me a strong sense of commitment to excellence, for myself and the team I work with, from the kitchen to the guest area. I see countless possibilities to inspire staff to find pride and joy in the hospitality industry through our single independent property, Hotel ICON. I thank PATA for giving independent property staff like myself a chance, as I believe this sends a strong message that even small changes can make a big impact”

Jane Park, a 2021 graduate of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University, has made significant strides in the hospitality industry. During her time in the Elite Management Trainee program at Hotel ICON, Park recognized that service staff are the cornerstone of hospitality. She saw firsthand how their exceptional service is crucial for fostering guest loyalty and enhancing brand reputation.

To underscore the importance of guest service, Park undertook two major projects in collaboration with Hotel Executives at Hotel ICON. The first project focused on developing a revenue generation strategy and menu engineering for the Food & Beverage outlets. This initiative aligned with Hotel ICON’s philosophy, “We Love to Care,” and led to the launch of the Delight Your Guest program. This program empowers staff at all levels to participate in the planning process, creating memorable experiences for hotel guests. As a result, Hotel ICON was named the most reviewed hotel in Hong Kong SAR for 2022.

In her second project, Park collaborated with the Director of Revenue and Marketing to develop a sophisticated approach to planning, yield management, and forecasting for Food & Beverage operations. Implemented in April 2024, this method has already increased market bookings despite challenging recovery conditions. By prioritizing guest experience, fostering a collaborative environment, and promoting innovative revenue management strategies, Park ensures that service staff take pride in their valuable contributions to the industry.

As the 2024 PATA Face of the Future, Jane Park has been invited to join the PATA Board, representing the youth community of the Association. She has also received full sponsorship for participation at PATA Travel Mart 2024, among other benefits.

In addition to Park’s recognition, PATA has honored two other exceptional individuals this year. Amine Gabbouj, Coordinator of the IGLTA Foundation, received recognition for Sustainability Initiatives. Gabbouj is dedicated to promoting equality and advocating for LGBTQ+ tourism in developing destinations. His experience in international tourism management drives transformative change within the industry.

Karnchana Phakpho, Chairperson of the International Tourism and Hospitality Management Programme at Bangkok University, was recognized for Strategic Management. Since founding the PATA Thailand Bangkok University Student Chapter in 2022, Phakpho has guided projects aimed at preserving environmental and tourism destinations. She continues to foster curriculum development and partnerships to ensure students excel in the industry.

The distinguished judges for this year’s PATA Face of the Future award included:

• Mayur Patel, Head of Asia, OAG; and 2002 PATA Face of the Future
• Noor Ahmad Hamid, Chief Executive Officer, Pacific Asia Travel Association
• Erica Wong, Head of Strategic Planning & Insights, Hong Kong Tourism Board
• Sangeetha Liyanapathirana, Manager – Health, Hygiene and Sustainability, Cinnamon Hotels & Resorts; and 2023 PATA Face of the Future
• Paul Pruangkarn, Chief of Staff, Pacific Asia Travel Association