ROAD TO THE SHOW: The Hotel Experience 2018

NEW YORK—HX: The Hotel Experience, which is held here at the Jacob K. Javits Convention Center in November every year, is getting a new look—and a new conference.

In the first of several brand extensions it intends for HX: The Hotel Experience, Hospitality Media Group (HMG) has plans for a new two-day stand-alone industry conference, Nov. 11-12.

“Survey data revealed that attendees are seeking more content from HX,” said Dan Hogan, HX brand leader. “HX: The Conference will provide unparalleled information to those who create the guest experience by exploring the latest trends, disruptions and successes within the hospitality industry.”

HX: The Conference will have an opening general session and 18 breakouts over the two days and focus on three content pillars: future trends; technology; and operational excellence. In addition to the conference, HX will continue to produce 30-plus education sessions on the trade show floor in three designed theaters: HX: On Stage Hotel; HX: On Stage F&B; and HX: On Stage Tech.

In addition, the HX: GenFWD education for hospitality students will return with expanded programming this year.

“In all, attendees will have more than 50 educational sessions designed for owners, general managers and executive-level hospitality professionals to choose from this fall,” Hogan said.

New look
In addition to new content, HX: The Hotel Experience—much like hotels in the industry it covers—has undergone a refresh, rolling out a new brand image and logo. The new branding was created by HX’s creative design agency DeanHouston Inc.

The new HX branding is part of a growth strategy implemented by HMG earlier this year to expand HX to a B2B media brand for hotel and restaurant professionals.

The HX brand image was created to define a custom signature look, according to the company. The look and feel consists of contemporary stylized black and white artwork, using a burst of color to highlight takeaways.

The HX logo design is the result of an exploration in shape influenced by the negative space yielded with an arrangement of rectangles, trapezoids and other geometric figures commonly found throughout hotels, the company said. The HX logo uses a contemporary black and red color palette. The square “hotel window” shapes in the “H” was designed to underscore the connection to the brand’s core market.

“We’re excited with how the next generation of the HX brand identity has developed,” said Tedd Swormstedt, CEO of HMG. “The new branding supports HX’s strategic mandate to present regular, relevant and engaging content, education and networking, regional events and a dynamic annual industry conference and marketplace.”

Among the applications for the new HX branding include the following:

HX: The Marketplace: Designed to bring buyers and sellers together, the Marketplace will have more than 300 exhibitors. In addition, Marketplace innovation zones will showcase industry trend direction in curated exhibits. The Marketplace will also host 30-plus education sessions on the trade show floor in three designed theaters.

The Conference & Marketplace will conclude with an all-new HX Awards Ceremony on Monday, Nov. 12, celebrating, honoring and highlighting the movers and shakers that push the hospitality industry forward.

HX: The Newsletter: The brand-focused newsletter will provide readers with a communications platform that has a resource/knowledge hub that brings value-added content, market expertise, research, education and thought leadership to the hospitality professional. The newsletter will be distributed monthly with HX curated content geared toward those who create the guest experience.

HX: The Regional Event, Orlando: The 90-minute HX event will offer actionable insights on a subject impacting hospitality operations, in addition to peer-to-peer networking with regional counterparts. The first HX Regional Event will take place in Orlando, FL, in early fall.

“Attending HX 2018 is the best investment you can make in your hospitality business,” said Phil Robinson, SVP group show director. “Whether you are a hotel owner, operator or departmental director, HX’s exhibit resources, education and networking will leave you well positioned to take advantage of where the industry and  guest experience are headed.” HB

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