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 explore innovative ways to approach menu design, pricing, inventory, and operating decisions that support profitability and add to the guest experience.

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 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.