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The British Hospitality Association Joins Forces With Sky To Innovate The Future Of Guest Room Experience

The British Hospitality Association is delighted to announce Sky – the UK and Ireland’s leading entertainment and communications company – as a key Partner of the Association. Through this new partnership, Sky, already recognised as Patron sponsor of the 2014 Hospitality and Tourism Summit, will connect with the BHA and its members to explore various themes impacting all aspects of the guest experience.

The two organisations will work in collaboration with BHA members, starting by hosting a thought leadership innovation workshop early next year, which will aim to explore, define and shape how the ultimate in-room guest experience looks and feels.

The fast evolution of technology means guest expectations are increasingly more demanding, which impacts online reviews, as well as repeat and new business. The planned think-tank will provide a platform for the industry to discuss these, and other, trends to understand how to meet and exceed evolving guest expectations.

By pooling resources, the partnership aims to define tangible examples of how hotels and hospitality providers can further enhance the guest in-room experience through innovation to increase customer loyalty, drive room sales, increase premium room rates and boost positive customer reviews.

Ufi Ibrahim, CEO of the BHA said: “Working together with Sky enables the BHA and its members to share knowledge, ideas and experience to help shape the future of in room guest experience. Ultimately we want the UK to be renowned as the global industry leader for hospitality and tourism, and evolving the guest experience in hotels through innovation is a powerful and exciting next step.”

Alison Dolan, Deputy MD of Sky Business said: “Sky prides itself on constantly evolving how and where people enjoy our award-winning content, and the hospitality industry plays a key role in this. By offering high-quality and flexible in-room entertainment, as well as sports and news, hoteliers can drive meaningful customer satisfaction and this partnership provides the perfect platform to share, discuss and explore this potential through the BHA and its respected industry-leading members.”

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