Jane Park Named PATA Face of the Future 2024

Jane Park: Leader for Tomorrow in PATA's Eyes

The Pacific Asia Travel Association (PATA) has awarded Jane Park, Assistant Manager of F&B Revenue Management & Operations at Hotel ICON, titled "Face of the Future 2024." 

Since 2002, the PATA Face of the Future award has been presented to inspiring individuals who have demonstrated outstanding leadership in tourism campaigns or shown a strong commitment to the sustainable development of the Asia Pacific travel industry, aligning with the association’s mission.

"The tourism industry needs to actively involve and empower the younger generation to influence the future of travel and tourism. They are the ones who will benefit from these efforts," said PATA CEO Noor Ahmad Hamid. "Recognizing the important roles of the next generation, who are more technology-savvy, quality-conscious, well-informed, and environmentally responsible, can drive innovation to the next level. As a leader in the travel and tourism industry, PATA acknowledges the significant contributions that the future generation can offer, and how their thinking can be integrated into our mainstream strategy. The PATA Face of the Future is vital in moving towards the future tourism economy."

Mayur Patel, Head of Asia at OAG Aviation and a PATA Executive Board Member, has been selected as the Head Judge for this year’s PATA Face of the Future judging panel. Mr Patel himself was honoured as the PATA Face of the Future in 2002, and he is the first of many rising stars in the tourism industry to reflect on the true value of this award over the years.

“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”

Ms Park graduated in 2021 with a Bachelor’s degree in Hotel Management from the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University. During her time in the Elite Management Trainee program at Hotel ICON, she realized that service staff are the essence of the hospitality industry, and their ability to deliver exceptional service is critical in fostering guest loyalty and enhancing brand reputation. Ms Park successfully undertook two projects in collaboration with Hotel Executives at Hotel ICON, focusing on developing a revenue generation strategy and menu engineering for the Food & Beverage outlets.

In line with Hotel ICON’s philosophy, "We Love to Care," Ms. Park launched the Delight Your Guest program, which enables staff at all levels to participate in the planning process and create memorable experiences for hotel guests. This program has contributed to Hotel ICON being named the most-reviewed hotel in Hong Kong SAR for 2022.

For her second project, Ms. Park collaborated with the Director of Revenue and Marketing to develop a more sophisticated approach to planning, yield management, and forecasting for Food & Beverage operations. Implemented in April 2024, this new method has already led to increased market bookings despite challenging recovery conditions. By prioritizing guest experience, fostering a collaborative environment, and promoting innovative revenue management strategies, Ms Park ensures that service staff can take pride in and derive satisfaction from 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 Association's youth community. Ms Park has also been granted full sponsorship for participation at PATA Travel Mart 2024, alongside other benefits as a winner.