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The Pacific Asia Travel Association (PATA) has named Jane Park, Assistant Manager of F&B Revenue Management and Operations at Hotel ICON, as the Face of Future 2024. Along with Jane, two notable candidates have been recognized for their outstanding contributions to Sustainability Initiatives. strategic management.

Since its inception in 2002, the PATA Face of the Future Award has celebrated visionary leaders who excel in tourism initiatives and demonstrate steadfast dedication to the sustainable development of the Asia Pacific travel industry. The award highlights individuals who embody the association’s mission through their innovative leadership and commitment to promoting growth in the tourism sector.

“The tourism industry must make a concerted effort to allow the younger generation to become thought leaders and allow them to shape the future of the travel and tourism industry, because after all, they are the beneficiaries,” said the PATA CEO. Noor Ahmad Hameed, “In embracing this critical mindset shift, we acknowledge the critical roles of the next generation who are more tech-savvy, quality-conscious, well-informed and environmentally responsible-minded who can help take innovation to the next level. As a leader in the travel and tourism industry, PATA recognizes the huge contribution that future generations can bring to the table as we adopt their thought processes into our mainstream strategies. PATA Face of the Future is undoubtedly crucial in our effort to move towards the tourism economy of the future.”

Mayur Patel, Asia Head of OAG Aviation and PATA Executive Board Member, has been invited to serve as the Chief Judge for this year’s PATA Face of the Future Awards. 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 commented on its enduring value and the many rising stars in the tourism industry that it has celebrated over the decades. His leadership as Chief Judge underscores PATA’s continued commitment to identifying and supporting emerging talent in the Asia Pacific travel sector.

“PATA has consistently led the way in human capital development and in identifying and nurturing young tourism professionals. We welcome your participation in this special award, which celebrates exceptional ‘rising stars’ in the industry. As young leaders in this dynamic industry, you play a key role in shaping the future of tourism, which continues to evolve with changing trends. Your passion and innovation are essential to drive the industry forward.” Mr. Patel said.

Upon learning of her award, Jane Park commented, “It is with great honor that I accept this prestigious award. After graduating from Hong Kong Polytechnic University’s School of Hotel and Tourism Management (SHTM), which ranks first in hospitality and tourism management in the world, it gives me a strong sense of commitment to excellence, for myself and the team I. Work from the kitchen to the guest area. I see countless possibilities to inspire staff to take pride and joy in the hospitality industry through one of our independent properties, Hotel ICON. I would like to thank PATA for giving an opportunity to independent property staff like me, as I believe this sends a strong message that even small changes can have a big impact”

Jane Park, a 2021 graduate of the School of Hotel and Tourism Management (SHTM) at Hong Kong Polytechnic University, has made significant strides in the hospitality industry. During his time in the elite management trainee program at Hotel ICON, Park recognized that service staff are the foundation of hospitality. She has seen firsthand how their exceptional service is crucial to building guest loyalty and enhancing brand reputation.

To underscore the importance of guest service, Park undertook two major projects with hotel executives at Hotel ICON. The first project focused on developing revenue generation strategies and menu engineering for food and beverage outlets. This initiative aligns with Hotel ICON’s philosophy, “We love to care” and led to the launch of the Delight Your Guest program. The 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 and beverage operations. Implemented in April 2024, this mechanism has increased market bookings despite challenging recovery conditions. By prioritizing the guest experience, fostering a collaborative environment and promoting innovative revenue management strategies, the park ensures that service employees are proud of their valuable contribution to the industry.

As the 2024 PATA Face of the Future, Jane Park has been invited to join the PATA Board representing the association’s youth community. She also received full sponsorship to participate in PATA Travel Mart 2024, among other benefits.

In addition to Park’s recognition, PATA honored two other extraordinary individuals this year. IGLTA Foundation Coordinator Amin Gabbuj was recognized for Sustainability Initiatives. Gabbuj is dedicated to promoting equality and advocating for LGBTQ+ tourism in developing destinations. His experience in international tourism management brings about transformative change in the industry.

Karnana Phakfo, chairperson of the International Tourism and Hospitality Management Program at Bangkok University, was recognized for strategic management. Since the establishment of the PATA Thailand Bangkok University Student Chapter in 2022, Phakfo has guided projects aimed at preserving environmental and tourism sites. She continues to foster curriculum development and partnerships to ensure students achieve industry excellence.

The distinguished judges for this year’s PATA Face of the Future Awards include:

• Mayur Patel, Head of Asia, OAG; and 2002 PATA Face of the Future
• Noor Ahmad Hameed, Chief Executive Officer, Pacific Asia Travel Association
• Erica Wong, Head of Strategic Planning and Insights, Hong Kong Tourism Board
• Sangeeta Lianapathirana, Manager – Health, Hygiene and Sustainability, Taj Hotels and Resorts; and 2023 PATA Face of the Future
• Paul Pruangkern, Chief of Staff, Pacific Asia Travel Association