We’ve spent decades learning how to attract talent. The future belongs to leaders who know how to make it stay.

In this keynote, Michel Falcon explores how hoteliers can attract and retain top performers by building workplace cultures rooted in camaraderie, accountability, and growth. Drawing from his experience scaling his own hospitality company, along with insights from exceptional organizations like Cirque du Soleil where creativity, belonging, and performance excellence coexist, Michel shares practical strategies leaders can apply inside their own operations.

Through real-world stories and clear frameworks, attendees will learn how to recognize contribution, develop potential, and connect daily roles to a larger purpose. The result is stronger teams, better guest experiences, and workplaces where people stay longer because they feel valued and take pride in the work they do.

Advocacy works best when voices are aligned. In this session, Beth McMahon and Paul Hawes unpack how Hotels Canada and the BC Hotel Association work together to represent hotels at both the national and provincial level. Learn how files are prioritized, who leads on which issues, and how coordinated advocacy strengthens outcomes for accommodation operators.

The session will highlight recent wins, current priorities, and the key issues on the table, from rising operating pressures and workforce challenges to tourism competitiveness and policy reform. You’ll also gain a clearer picture of how advocacy priorities are set and how member input helps shape this work, leaving with a better understanding of how your associations are working for you every day.

British Columbia is at a pivotal moment for hotel development. With the condo market slowing, office space being reimagined, and travel demand continuing to evolve, new opportunities are emerging for purpose-built hotels, mixed-use projects, and creative conversions.

This panel brings together industry leaders, developers, and regional partners to explore what today’s market is asking for, what is holding projects back, and how policy, costs, and approvals shape what gets built. The discussion will draw on the Hotel Community Impact Assessment, the Greater Victoria Hotel Development Working Group, and recent examples such as office-to-hotel conversions and mixed-use developments.

Panelists will also look at what is currently in the development pipeline across BC, where momentum is building, and how regions can work together to turn demand into viable hotel projects that serve both communities and visitors.

Artificial Intelligence is quickly finding its way into every corner of hospitality, from back-of-house operations to the guest experience. But with so many tools entering the market, the real question is which ones are delivering measurable value today.

This session takes a practical look at how hotels are approaching AI adoption right now. Hear where operators are seeing meaningful gains in efficiency, revenue management, and guest service, and where the results have been less clear. Join fellow leaders for an open conversation about what is working, what still needs refining, and how hotels can move forward with confidence as these technologies continue to evolve.

Canada’s hotel industry continues to navigate new economic pressures, from tariff implications to evolving travel trends. Join Debbie Jager from CoStar alongside Vijay Aleti of Destination Canada for a look at the latest trends shaping hotel performance nationally and here in British Columbia.

Drawing on the most recent data from CoStar Group, the session will examine how hotels closed out 2025, how the market has begun 2026, and what the outlook suggests for the year ahead. The discussion will also explore what major events such as the 2026 FIFA World Cup could mean for travel demand and hotel performance across the province.

Expect a clear look at the numbers, the trends behind them, and what they may signal for hotel operators planning ahead.

Public safety, visible disorder, and community well-being are increasingly tied to the health of BC’s downtowns and tourism districts. When people feel unsafe, it affects travel choices, staff retention, and the daily activity that keeps main streets and city centres alive. In some communities, these pressures are now contributing to business closures and reduced services.

This session focuses on solutions. Community advocates will explore practical actions, partnerships, and policy tools that can reduce crime and disorder while supporting healthier, more active downtowns.

The conversation will look at what is showing promise, where new approaches are needed, and how coordinated efforts across sectors can restore confidence, strengthen communities, and support long-term downtown vitality.

Drawing from global case studies where hospitality and environmental stewardship create mutual benefit, I'll demonstrate how sustainability storytelling goes beyond marketing to become an integral part of the guest journey. I'll define what authentic sustainability storytelling means in hospitality and illustrate how it manifests across three critical touchpoints:

Pre-arrival: Building anticipation and values alignment through digital storytelling
In-resort: Creating immersive experiences that connect guests to local conservation efforts and community impact
Post-departure: Extending the narrative to foster lasting connections and advocacy

Attendees will discover how strategic sustainability storytelling not only differentiates properties in a competitive market but creates emotional connections that translate into repeat visits, positive reviews, and powerful word-of-mouth marketing. I'll provide actionable frameworks for uncovering existing sustainability stories, identifying narrative gaps, and developing integrated communication strategies that resonate with today's environmentally conscious travelers while driving measurable business results.

Sustainability can feel crowded, complicated, and hard to navigate. This panel brings together GreenStep, BCHA’s EcoFund partner, and hoteliers who are truly walking the walk to show what’s making a difference in BC hotels.

Moderated by Jonny Bierman and building on his keynote on sustainability storytelling, the discussion makes sense of certifications, BCHA’s GoGreen resources, EcoFund outcomes, and real BC hotel case studies. You’ll hear how hotels are taking practical first steps, seeing measurable wins, and building momentum.

This is a working session for operators who want clarity and progress. Come for real examples, honest lessons, and ideas you can act on.

Guest expectations around food and beverage have shifted, and hotel operators are seeing it directly in their margins. From simplified menus and reworked service models to the rise of low- and no-alcohol offerings, this session takes an honest look at what is working for BC operators today.

The conversation explores how changing consumer habits, particularly among younger and more moderation-minded guests, are reshaping dining rooms, bars, banquets, and beverage programs. Speakers will share practical lessons on menu design, pricing, inventory, and operating decisions that support profitability without losing relevance or guest appeal.

In this powerful keynote, survivor and advocate Timea Nagy Payne shares her personal journey and the path that led her to become one of Canada’s leading voices in the fight against human trafficking. Her story of resilience sets the stage for a deeper look at how trafficking operates in Canada and globally, and why the hospitality industry plays a critical role in prevention and awareness.

Tailored for hotel leaders and teams, this session will help delegates understand trafficking trends, recognize warning signs in hotel environments, and learn practical steps to respond responsibly and safely.

Canada’s immigration system is shifting, and hotels are feeling it. This session breaks down what those changes mean for operators who rely on international talent. You’ll get a clear look at today’s biggest immigration challenges, what’s changing, and how to plan around uncertainty.

The discussion will cover the Temporary Foreign Worker Program and current efforts to improve and optimize it, alongside practical pathways including Francophone Mobility work permits, the Economic Mobility Pathways Pilot, and the BC Provincial Nominee Program. Expect straight talk on timelines, risks, and where opportunities still exist, so you can make informed decisions about your international recruitment strategy.

International recruitment is only part of the workforce picture. This session focuses on what hoteliers can do closer to home to attract, develop, and keep great people.

You’ll explore current recruiting and retention trends, free and low-cost upskilling and training opportunities, and the role of BC’s hospitality and tourism education institutions in preparing future employees and leaders. We’ll also look at tools that support long-term loyalty, including the newly formed Canadian Hospitality Pension Program. The goal is simple: practical ideas you can use to build stable, motivated teams in a competitive labour market.

Olympic gold medallist and longtime goalkeeper for the Canada women's national soccer team, Stephanie Labbé has spent her career performing when the stakes are highest. From the Olympic stage to her leadership role with Vancouver Rise FC, she understands what it takes to stay focused, support teammates, and deliver when expectations are high.

In this closing keynote at the BCHA Summit, Labbé shares lessons from elite sport that translate directly to leadership in business. Drawing on her experience as an Olympic champion and Global Ambassador for lululemon, she explores how strong communication, mental resilience, and trust within a team influence performance.

Remember when “guest experience” was about great service, and not about navigating labour shortages, supply chain chaos, economic uncertainty, evolving traveler expectations, and a planet that’s either healing beautifully or slowly combusting? Yeah. Good times. So… now what?
No, seriously. Now what?

How do you inspire your team, adapt to new realities, and grow your business in an industry that never stands still? How do you lead yourself, your people, and your organization in a way that’s sustainable, resilient, and - dare we say - kinda exciting?

You prioritize growth. Not just financial growth—because organizations don’t grow until people do. Real future-focused growth happens when you AND your business are focused by purpose, defined by efficient actions that create frictionless experiences, and adopted through authentic communication.

Great challenges create great opportunities. This is your once-in-a-lifetime chance to reimagine your hotels, your leadership, and your future. Too overwhelming? Don’t worry. You’ll grow into it.

Get the latest industry and advocacy updates in this must-attend session. We’ll break down key issues impacting BC’s hotel sector, with a focus on potential U.S. tariffs and how they'll impact operations, demand, and the broader tourism industry. You'll also hear updates on short-term rental legislation, enforcement, the rising cost of doing business, MRDT, and environmental preparedness. The session will conclude with a town hall, giving you the chance to ask questions and engage directly on the issues that matter most.

Across British Columbia, escalating crime and violence are taking a toll on the vibrancy of our downtown cores, impacting guest/visitor experiences, employee satisfaction, and bottom lines. From rising security costs to losses from theft, the hospitality sector is bearing a growing financial and operational burden.

This panel discussion brings together voices from law enforcement, the judicial system, and the business community to dissect the challenges, explore actionable solutions, and offer strategies to help businesses adapt, advocate, and safeguard their operations. Attendees will gain insight into current crime trends, the effectiveness of policing strategies, and the role of government in addressing these pressing issues.

BC and Canada face economic uncertainty as traditional exports are threatened by tariffs. To counter the impact, BC must prioritize tourism as a core economic driver. But what does true prioritization look like?

With shifting traveler behavior and political risks, BC must ensure its tourism assets, products, experiences, and accommodations align with evolving demand. Yet, Canada and BC fall short in investing in tourism infrastructure and developing new offerings, lagging behind competitors that actively attract both domestic and foreign tourism investment.

Now more than ever, BC and Canada must foster conditions that encourage investment in tourism—ensuring businesses, entrepreneurs, and investors see the sector as an engine for growth and stability in uncertain economic times.

The hotel industry is thriving, but the landscape is shifting. Guest expectations are rising, staffing challenges persist, and competition is fiercer than ever. The question isn’t if change is coming—it’s whether you’re ready for it.

In this session, Ryan and Tommy will explore the silent force shaping hospitality: technology. Not as a disruptor, but as a partner. They’ll dive into how forward-thinking hotels are using smart automation, AI, and guest-centric tech to enhance—not replace—human hospitality, streamline operations, and stay ahead.

Expect fresh insights, real-world examples, and a thought-provoking discussion on what happens when hotels embrace (or ignore) the tech transformation.

Since 2002, Vancouver, and other city destinations in BC have faced a decline in hotel rooms despite growing demand, which poses significant challenges to the potential to develop our local economy, social fabric, and cultural landscape. The Task Force and its research parameters aim to develop a model to assess the impact of new hotel developments and investments in Vancouver's neighbourhoods. The model will evaluate the collective value, diverse configurations, constraints, and trade-offs of hotel development to maximize direct and indirect economic & social benefits. Additionally, the project identifies barriers and proposes mitigation strategies such as zoning, policy changes and education engagement opportunities.

The outcomes will be used to attract investment and demonstrate the economic, social, and cultural benefits of development to all levels of government. The study framework was developed with the idea that it may be adapted for use in other areas of Metro Vancouver or the Province.

The BC hotel market is an ever changing landscape, with new developments, transactions and evolving demand shaping the industry’s future. In this session, we’ll analyze the latest trends in hotel acquisitions, who’s buying and selling, and what’s driving investment decisions. We’ll also explore new hotel supply across the province, from urban high-rises to resort areas, and discuss how these additions are influencing market performance. This session will provide key insights into the opportunities and challenges shaping BC’s hospitality landscape.

Canada’s hotel industry has rebounded strongly from the pandemic but continues to navigate new economic pressures, from currency fluctuations to evolving travel demand. Join Debbie Jager from CoStar alongside Vijay Aleti of Destination Canada for a look at the latest trends shaping hotel performance nationally and here in British Columbia.

Drawing on the most recent data from CoStar Group, the session will examine how hotels closed out 2025, how the market has begun 2026, and what the outlook suggests for the year ahead. The discussion will also explore what major events such as the 2026 FIFA World Cup could mean for travel demand and hotel performance across the province.

Expect a clear look at the numbers, the trends behind them, and what they may signal for hotel operators planning ahead.

The way we work has significantly changed in the past few years. While shifts were already happening, the pandemic pushed things into overdrive. Employees have new expectations, and as technology continues to evolve and economic and legal landscapes shift, it is becoming more difficult to hire and retain the talent needed for long-term success. For Hotel Leaders, staying ahead means understanding these changes and knowing how to adapt.

This session will explore the latest workforce trends, legislative updates, and practical strategies to help you build a resilient and thriving workplace.

How can BC’s transportation network better serve communities, businesses, and travelers? Leaders from BC Ferries, Wilson’s Transportation, and Victoria International Airport discuss the current landscape, opportunities for improvement, and their shared role in enhancing connectivity. From BC Ferries’ proposed new vessels to expanded air access and transport corridors, this conversation will explore the future of travel across the province.

Experiences that stand out are created by hospitality teams who thoughtfully balance expected services with delightful surprises. The hospitality industry is transforming through data-driven design. It's about understanding what lego blocks you have already and what pieces you might like to find or borrow or build upon. Deliberate Data Design is an approach that uses past experiences to inform decisions and find opportunities to exceed customer expectations in new ways. By exploring your data, you'll make data-informed choices you can measure, discover fresh insights, and empower your team to better connect with customers, regardless of your organization's size. Your inner creative jumps out or maybe you find others around you who can see data in a light you perhaps couldn't.

This session will give you the tour of examples you can learn from whilst rooting the opportunity for revenue impact in your existing strategy.