GUIDE

UNDER THE AUSPICES OF

9th AHR CR annual conference

L E C T U R E R S – 1 s t d a y – 2 0 t h N o v e m b e r 2 0 1 4 Václav Stárek, President of AHR CRHe completed the apprenticeship school SOU Ondříčkova in Prague as a  waiter, then graduated from the International Institute of Tourism and Management Prague and the College of Tourism, Hotel and Spa Management in Prague, and fi nally also from the Public Administration branch of the University of Finance and Administration (VSFS). He linked his career path to the company InterContinental Hotels & Resorts; in particular to the hotel InterContinental Praha, where he gradually held numerous line staff and management positions. He was appointed Secretary General of the National Federation of Hotels and Restaurants of the Czech Republic (NFHR ČR) in 2005 and he stood at the cradle of the new Czech Association of Hotels and Restaurants (AHR CR) that arose through a merger of NFHR ČR and HO.RE.KA ČR in the year 2006. He is the President of this new organisation now.

Christian de Barrin, CEO of HOTRECFrench native, with an economic background, Christian has built up expertise and experience in strategic communication, stakeholder relations and public affairs in Brussels for 13 years. He held several senior communication and association management positions in major trade associations for complex industry sectors, including metals, consumer goods, air transport and media. In parallel to that, Christian worked for an EU Think-Tank and delivered trainings at the European Training Institute. He was also Board Member at the European Association of Communication Directors and a columnist at French radio France-Info.

Shaping the Future of the Hospitality IndustryChristian de Barrin’s presentation will partly focus on the shadow hospitality economy since it is one of the main issues which may impact the future of the hospitality industry.

Rostislav Vondruška, General Manager of Czech Tourism Graduated from the University of Economics in Bratislava to subsequently work as the General Manager of the Palace Hotel, the Congress Centre Prague and to hold managerial posts at several other hotels (Marriott, Renaissance Praha, Hilton). He was the Minister for Regional Development of the Czech Republic between the years 2009–2010. He has been the General Manager of the Czech Tourist Authority – CzechTourism since 2004. Rostislav Vondruška is a holder of the prestigious Personality of Tourism – Holiday World Award for the years 2007 and 2009.

World market opportunities Impact measurement metrics of the Czech Republic representation abroad, top markets and strategic markets, key events organised by the CzechTourism foreign branches

Vladimír Dlouhý, President of Czech Chamber of Commerce Having fi nished his studies, he worked as a university lecturer at the Econometrics Department of the University of Economics VŠE in Prague, where he also vindicated his postgraduate dissertation thesis in the year 1983. He was a founding member of the ČSAV Prognostic Institute in 1984 to become its Deputy Director in 1988. Between the years 1989–92, he was Minister of Economy of the Czechoslovak Federative Republic and later became the very fi rst Minister of Industry and Trade of the Czech Republic. At the same time, he was a member of the Czech Parliament and Vice Chairman of the Civic Democratic Alliance. He is a member of several international think-tanks, namely the Trilateral Commission, where he performs as the Vice President of the European Group. Mr. Dlouhý was a member of the National Economic Council of the Czech Government (NERV) in the years 2009–2013 and a member of the European counselling group founded to support the Executive Director of the International Monetary Fund. He has been lecturing on an external basis at the Faculty of Social Sciences at Charles University since the year 2000, and he has been also acting as a member of the International Advisory Board of the Illinois Institute of Technology in Chicago since the same year. He is an author of a number of scientifi c theses and he publishes in various media.

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Czech and World Economy in 2014 Varying dynamisms of the economic growths across different world regions after the crisis of 2008–9: a continuing rapid growth in the developing economies (BRICS countries and others), resurgence in the USA, stagnation in Europe. A new situation experienced in the year 2014 – a BRICS slowdown (including China), a solid growth in the USA, another deceleration in the Euro zone. Czech economy: recession over the years 2012–13, resurgence since 2014, a solid macroeconomic stability, low indebtedness but also a mild economic growth, strong export dependence on the German market. The economic policy for the upcoming period.

Zdeněk Tůma, KPMG Zdeněk Tůma was in the lead of the Czech National Bank between the years 2000–2010, he held the post of Executive Director and was the offi cial representative of the Czech Republic, Slovakia, Hungary and Croatia within the European Bank for Reconstruction and Development, he was a member of the General Council of the European System of Central Banks and a representative of the Czech Republic within the International Monetary Fund. He has been a KPMG Czech Republic Partner in charge of Management Consulting since 2011. He focuses namely on the projects concerning consultancy activities covering the areas of banking, fi nancial services and tourism.

Hospitality vs. the Economic Cycle: How may the trends respond?Can links be found between the macroeconomic cycles and the developments in hospitality? Are the current global trends in hospitality – particularly in the areas of services development, operations or marketing – a consequence of the development of economy as such? And how are we getting along here in the Czech Republic?

Petr Čermák, General Manager of the Studánka ResortOriginally a mechanical engineering student, Petr Čermák fell in love with hospitality as early as during his technical studies. He fi nished the Secondary Hotel School in Prague to become one of the fi rst distance teaching students of The Institute of Hospitality Management in Prague. He has been managing an already fourth hotel from his Chief Executive Offi cer position, of which three he was putting into operation. He believes his main strength is the fact that he still views his job as a hobby.

The specifi cs of managing regional hotelsRegional hotels and their management in practice. An indisputably attractive topic for every hotelier. Based on his own experience, Petr Čermák will discuss various topics including the cost, staffi ng and sales policies and their implications for the specifi c regions of the Czech Republic.

Tomáš Máčala, General Manager of the Crowne Plaza Prague Hotel Tomáš Máčala has been working in the tourism and hospitality area for 23 years now. His professional hotel business exposure started immediately after the hospitality-oriented studies, and he has held a number of positions in the key departments of multi-national hotel chains abroad and in the Czech Republic in his career so far, namely within the companies Penta Hotels & Resorts and InterContinental Hotels Group. After he had gained experience in the Front Offi ce, Accounting or Food and Beverage areas and pushed his professional development further by holding a few senior management posts, his professional presentation became predominantly focused on Revenue Management and on the implementation of this management and strategic discipline to control the business and fi nancial policies of the hotel InterContinental Praha for several years. Later he represented the InterContinental Hotels Group while holding the General Manager post during the Crowne Plaza Prague Castle Hotel’s opening phase and subsequently, since 2007 up to the present day, he has been holding the position of Crowne Plaza Prague Hotel General Manager and simultaneously also the position of Managing Director of Austria Hotels International, a company operating several hotels belonging to this group in our country and abroad. He has been also managing the Crowne Plaza Prague re-branding process in the course of this year.

The most successful business tactics Is the current hospitality business all about new technologies and trends or do man, service and experience still have their place in it? Tomáš Máčala will present an innovative approach to sales and marketing not only within the context of strategies, tactics and modern practices, but also from the point of view of communication, social and civil interactions and relationships.

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L E C T U R E R S – 2 n d d a y – 2 1 s t N o v e m b e r 2 0 1 4 Roland Schegg, Professor Institut für Tourismus, Switzerland Dr. Roland Schegg is a professor at the Institute of Tourism, University of Applied Sciences and Arts of Western Switzerland Valais (HES-SO Valais). Between 2000 and 2004 he was with the EcoleHoteliere de Lausanne. He earned his BS from the Swiss Federal Institute for Technology and his PhD from the University of Geneva. His research interests are in the fi eld of eTourism (online distribution, eService metrics, technology adoption, web 2.0 and mobile technologies in tourism).

The Rise of Online Intermediaries in the European Hotel Industry. Implications for Hotels in the Czech RepublicOnline distribution has become an important channel for the European hotel industry. On average, we estimate that in 2013 already more than one out of fi ve overnights was generated by Online Booking Agencies (OTA), mainly through Priceline (booking.com, Agoda), Expedia (incl. hotels.com, Venere) and HRS which together account for nearly 90% of this market. Overall online intermediaries (OTA, GDS and others) generate 25% of overnights in Europe according to our estimation. The presentation analyses the implications and consequences of these trends for the Czech hotels.

Richard Valtr, Director of MEWSHe graduated from the prestigious University College London. While in the CzechRepublic, he worked as Project Manager during the development phase of the luxury Emblem Hotel in Prague, whose operations he is still facilitating by holding a „Creative Director“ position. He is the founder of a software company Mews Systems, whose rise and development has been driven by efforts to create a modern hotel environment enabling higher-quality and more straightforward communication between the hotel staff and their customers.

Closer with Mobile – A new way to communicate with your guestsModern traveller organizes his/her time and mobility via his/her cellular phone. Mobile media so make it possible for any traveller to benefi t from a broad range of possibilities to communicate with the particular hotel of choice and on the other hand they enable hotels to maintain follow-up contacts with their guests, including the possibility of offering an extensive scope of additional hotel services they render. According to a survey carried out by the prestigious Skift daily, 59% of travellers would gladly use online check-in if they were offered such an option.

Hanni Rützler, Food scientist, food trend specialist With her multi-disciplinary approach to the questions of food and drink behaviour, Hanni Rützler is a renowned expert in Austria and far beyond. She is especially well known for her bridge-building qualities between theory and practice, using them in her workshops as well as a keynote speaker at conferences and conventions. Understanding the logic and logistics between gastronomy and agriculture, health policy and industry, as well as food science and consumers, she is an expert in innovation for the food and beverage market.

Food Trends – Trends in the preferences of the future customers Food trends as Sensual Food, Curated Food, Soft Health or Hybrid Food identify the current attitude towards life and longings, which makes them ideally suited as an early warning system. Furthermore, inspiration and guidance in the complex and extremely competitive food market are provided by these trends. To be able to work successfully with food trends, their problem solving ability needs to be understood.

Harry Gatterer, CEO ZukunftsinstitutHarry Gatterer is a trend researcher, CEO of Zukunftsinsti¬tut and an expert in “new living”. His domain is the future of life and work, new lifestyles and their development within society, companies, consumers and leisure time. He provides practical knowledge and prognoses with a twist. Sharply focused, often provocative and always optimistic. He uses design as a connection between surface and core – impressive images and graphics show what societal change actually involves. Harry Gatterer’s lectures are multimedia statements and provide inspiring visions for the coming years that are specifi c, profound and exciting. He launched his fi rst company when aged only 20 and was the head of the association Junge Wirtschaft Österreichs (Austria’s young economy) with over 36,000 employees, which gave him the practical knowledge he uses in his presentations.

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Future Hospitality – Travels across the generations – a post-2020 guest profi le Someone who looks attentively at society can note changes early. These changes can, after some time, also effect the hotel industry. Sharing Economy has already been clearly recognizable for some years – now Sharing Economy is defi nitely around and Air BnB and Co. have become true rivals. Today, we can observe a trend towards „De-Touristifi cation“. This means that the desire of travellers is not to be identifi ed as tourists any longer. Where will this lead us? Harry Gatterer will not only speak about the mega-trends that are pushing social change, but also outline possible repercussions on the hotel business.

Jiří Chrást, Director of Czech News Agency Academy An experienced journalist with almost thirty years of practical experience, Jiří Chrást has gone through a variety of positions within the Czech News Agency ranging from a copy editor to editor in chief. Being an educated philologist and pedagogue with an extensive record of lecturing in Czech and English, the present Director of Czech News Agency Academy has also worked in India and Great Britain as a foreign correspondent for many years.

Verbal smog around us Verbal smog has driven out simple, intelligible language of formal communication. Instead of thinking of the real meaning of words and choicely using them, we have been cloning and brazenly diffusing stale collocations, phrases and clichés. We systematically deform our language. We conceive intricate, indigestible sentence constructions that others do not understand and often even refuse to understand. The core information, if there is any at all, is often diluted by us. Instead of a clear, straightforward message, we elaborately scheme out something that sounds like a rebus in the end. The world around us responds to this verbal weed in a most natural way – it automatically discards it into a waste bin, much like a spam. Jiří Chrást from the Czech News Agency Academy will use specifi c examples to demonstrate how the abuses of offi cial language contaminate our communication and how this nuisance can be combated.

Harald Fargel, Subject teacher at Viennas Culinary Institute Harald Fargel, former president of the Austrian Chefs Association learned his profession at the renowned Hotel Sacher in Vienna. After ten years of gaining international experience from Berlin to Tokyo and worldwide on passenger liners he attended the pedagogical academy in Vienna is teaching as super intendant at present.

Educational system of apprenticeship in Austria The dual educational system of culinary employees in Austria and the many new challenges for young European chefs and service – members in the future. Many young people try to become a chef or a service staff member every year, however many of them quit their job soon. Most of the restaurants and hotels need more staff. What can be done?

Jaroslav Fidrmuc, Deputy Minister, Ministry of Education, Youth and Sports of the Czech RepublicHaving completed his Mathematics & Physics Education university studies, Jaroslav Fidrmuc worked as a teacher at a primary school, at a secondary vocational educational centre and at a grammar school fi rst. In 1992, he boarded a team that was establishing one of the fi rst church grammar schools in the Czech Republic – the today‘s Grammar School and Kindergarten of Saints Cyril and Methodius in Prostějov. He was appointed its Deputy Headmaster in 1993 and he was holding the position of the school’s Headmaster between the years 1997–2014. He has been representing the Czech Republic at the CEEC meetings in Brussels (European Committee for Catholic Education) since 2010. While holding a head manager post within the committee, he implemented a number of educational projects fi nanced from the European Structural Funds and from the state budget. He has been working for the Ministry of Education, Youth and Sports of the CzechRepublic since August 2014.

Is apprenticeship education going to change? In co-operation with its social partners, the Czech Ministry of Education, Youth and Sports has been preparing a number of changes affecting the area of secondary education, whose aim it is, among other things, to improve the quality of provided education, to enlarge the job opportunities available to the school graduates in the labour market and to support the competitiveness of the Czech Republic. The intended key measures encompass the introduction of entrance examinations for the GCE study lines at secondary schools, the new fi nal examination for the apprenticeship study lines, the incorporation of dual education elements, the labour market needs´ forecasting, the adjustment of regional education fi nancing methods, the trade master examination and the increased prestige of the technical study lines.

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Facilitated by: Filip Kühnel, Director of Sales, HotelTime He started his career in tourism as General Manager of the Hotel Adalbert, a property that he brought as far as to the fi rst ever eco-certifi cation in the Czech market. Thanks to this activity, he became one of the founding members of the AHR CR´s Environmental Section and he received a Green Manager of the Year award. Later he worked for the company OREA Hotels for more than 5 years, where he had initially started as an Executive Assistant to hold the General Manager position in the end. His merits were appreciated by the Hotelier of the Year award that he received in 2013. At present, he is working for the software company HotelTime, where he is in charge of the business development not only in the Czech Republic, but also abroad. He has been also acting as a Chairman of the Prague Chapter within the AHR CR for the last two years.

Topic: Effi cient Distribution On-linePanellists: • Milan Pavelka, HOTELMAX • Tomáš Nesvorný, Hotel Leonardo, Praha • Martin Kocourek, Hotel Bellevue, Český Krumlov

PROFESSIONAL SECTIONS

SECTION I. Hospitality

SECTION II. Gastronomy

SECTION III. Education

Facilitated by: Ludvík Vomáčka, Executive Director, SČMSD PrahaA university pedagogue and a graduate from the Jan Evangelista Purkyně University in Ústí nad Labem, Mr. Vomáčka vindicated his CSc. degree at the Faculty of Arts of the Charles University in Prague. Between the years 1971 and 1991, he worked at the Ministry of Education, Youth and Sports as the Head of the University-type and Economics-type Colleges Department. He has been working for the Confederation of Czech and Moravian Consumer Cooperatives COOP as its Executive Director since 1992, and he is also a Director of the COOP Management Institute and an Executive Director in charge of 10 cooperative schools operating in gastronomy and tourism. In the year 2013, he received the most signifi cant sectional recognition bestowed by the Ministry of Education, Youth and Sports for his long-term pedagogic activity. He is a member of the Board of Directors of the Czech Confederation of Commerce and Tourism and of the National Qualifi cations Board at the Ministry of Education, Youth and Sports.

Topic: How are we going to share in developing the future employees?Panellists: • Pavel Hlinka, Chairman of the AHR ČR Educational Section • Libor Hanzal, Secondary vocational training centre and Secondary vocational school, Znojmo • Michal Vevera, FRENCH - REST, s. r. o.

Facilitated by: Milan Nemrava, Food and Beverage Manager, Hotel School TepliceIn his long career path, Mr. Nemrava fi rst worked as a Waiter at the Interhotel Bohemia in Ústí nad Labem, he held the same position on the transoceanic vessels operated by the shipping company Czechoslovak Ocean Shipping Prague, he was Head Waiter at the restaurant of the hotel Thermia between the years 1968–1984, he was appointed General Manager of the hotel Thermia in Teplice in 1985 and subsequently he was General Manager of the hotel Prince de Ligne. Then he became Chairman of the Board of the shareholding company Resthotels a.s. and owner of the company Gasttour s.r.o, as well as General Manager of the hotel Thermal. He had been actively involved in the vocational association HO.RE.KA. ever since the beginning of its existence and he stood at the cradle of the AHR CR where he has been performing a Regional Section Chairman role till the present day. He is currently working at the Hotel School in Teplice as a manager in charge of the Food and Beverage operations.

Topic: Quo Vadis Czech Restaurant? Panellists: • Petr Zach, Restaurant U Bulánka, Batňovice • Věra Bauerová, Restaurant Pamplona, Libochovice• Lenka Fundová, Restaurant U Kašpara, Lovosice • Václav Toncar, Resort Green Valley, Chotýšany

ENTERTAINMENT PROGRAMME

20th November 2014

21st November 2014

GTG Party IlGiardino restaurant

Dress code: Casual

Start: 19.00

The newly refurbished design restaurant IlGiardino is situated in the executive building of the hotel NH Prague on the top of Mrázovka hill. Both the hotel guests and the members of general public can access it by a unique funicular that will carry them up straight out of the lobby in the main hotel building and will so ensure a truly unique experience. The restaurant itself offers excellent gastronomy – Italian and Mediterranean food specials.

Gala evening Smetana Hall of the Municipal House in Prague

Dress code: Black Tie

Delegate transportation will be arranged for. Buses will be departing from the NH hotel Prague at 17.50 CET.

Start: Welcome drink at 18.30The Gala Evening will start at 19.00

The Municipal House is a national historic landmark in the historical centre of the city. It is not only a meticulously preserved monument reminiscent of the glory of our days past, but it is also a venue incessantly vibrating with the latest events – starting with prominent concerts and musical festivals on to spectacular balls and fashion shows. The Gala Evening of the Czech Association of Hotels and Restaurants organised at the Smetana Hall of the Municipal House in Prague will start with the conferment of the AHR CR Annual Awards, which will be followed by a musical performance featuring Parnas Quartet Prague with Martina Žatecká member of the choir of the National Opera.

Moderator of the evening: Marie Retková

The festive menu will be created by a culinary team of the French restaurant Art Nouveau of the Municipal House in Prague led by Chef Jan Horký.

Transportation back to the NH hotel Prague for the event participants will be arranged for.The fi rst bus will depart at 23.00 CET, with the anticipated end being at 23.00.

AHR ČR ANNUAL AWARDS 2014It has already become an established tradition that, since the foundation of the Czech Association of Hotels and Restaurants, Annual Awards have been given away to those members of the Association who, by their professional standards, can set an example to be followed by other colleagues in the industry. The awards are announced in seven categories. The award Top Responsible Hotel / Restaurant will be awarded in synergy with the platform “Byznys pro společnost”.

The nominees for the 2014 Annual Awards are: Category HOTELIER OF THE YEAR (chain hotels) • Eva PAŠKOVÁ, Novotel-Ibis-Praha Wenceslas Square, Praha• Ing. Miroslav BUKVA, Clarion Congress Hotel Prague• Ulf LANDEBERG, Lindner Hotel Prague Castle• Bc. Petr PRŮCHA, Lázně Františkovy Lázně a. s.• Petr LŽÍČAŘ, Le-Hotels (Grand Majestic Plaza, Design Hotel Elephant a Grandior Hotel Prague)

Category HOTELIER OF THE YEAR (independent hotels) • Bc. Tomáš BLABLA, Hotel HORAL, Velké Karlovice• Stanislav MALEC, Golf Hotel Morris, Mariánské Lázně, Hotel Morris, Česká Lípa, Parkhotel Morris, Nový Bor• Ing. Martina KÖHLEROVÁ, Hotel PURKMISTR Pivovarský dvůr, Plzeň• Tomáš NESVORNÝ, Hotel Leonardo, Praha• Petra GRYCZOVÁ, Hotel Luník, Praha• Miloslava FIALOVÁ, Hotel Alexandria, Luhačovice

Category RESTAURATEUR OF THE YEAR (hotel restaurants) • Klaudie SOUKUPOVÁ, Zámecká restaurace Konferenčního centra AV ČR – zámek Liblice• Jan ŠTĚRBA, Chateau Mcely• Václav PACH, Restaurace Hotelu a minipivovaru Purkmistr, Plzeň• Martin SVATEK, Restaurace Goldie Hotelu Nautilus, Tábor

Category RESTAURATEUR OF THE YEAR (independent restaurants) • Lenka FUNDOVÁ, Restaurace – Penzion – Catering U Kašpara, Lovosice• Martin NOVÁK, Café Colore, Praha

Category BOARDING-HOUSE OF THE YEAR • Penzion Prinz, Valtice• Penzion Staré časy, Horní Bečva• Penzion BĚLA, Bělá pod Pradědem• Pension LUCIE, Praha• Penzion Böhmerwald, Železná Ruda• Penzion Lesovna, Žofín• Penzion Prinz, Valtice• Penzion M, Vranovská přehrada• Penzion Sluníčko, Sepetná• Penzion U Černého kohoutka, Zdíkov• Penzion U hrádku, Znojmo• Penzion UKO, Bedřichov

Category SCHOOL OF THE YEAR • Hotelová škola Bohemie, Chrudim• Střední odborné učiliště a Střední odborná škola SČMSD, Znojmo• Střední škola a Vyšší odborná škola cestovního ruchu, České Budějovice• Hotelová škola, Plzeň• Střední škola společného stravování, Ostrava-Hrabůvka

Category YOUNG MANAGER OF THE YEAR • Bc. Petr SKŘIVÁNEK, Hotel HOLIDAY INN, Brno• Ing. Lucie LUPRICHOVÁ, Pension Lucie, Praha• Petra GUTWIRT, Hotel Luxury Wellness Resort Retro Riverside, Karlovy Vary• Marie BUKOVJANOVÁ, NH Hotels Prague• Nela IZÁKOVÁ, Best Western Hotel Vladimir, Ústí nad Labem

Category TOP RESPONSIBLE HOTEL / RESTAURANT • Hotel PERLA, Praha• CLARION CONGRESS HOTEL, Praha• CLARION CONGRESS HOTEL, Ostrava• Hotel AVANTI, Brno• Hotel PARK INN, Ostrava• Hotely HILTON, Praha• Grandhotel ZVON, České Budějovice • LÁZNĚ FRANTIŠKOVY LÁZNĚ, a. s. • Hotel ZLATÁ HVĚZDA, Litomyšl• Hotel RADISSON BLU ALCRON, Praha • Hotel PALAZA ALTA, Praha• Hotel PARK HOLIDAY, Praha