The scene was set for the webinar and subsequent discussion by Chris Sheppardson, Founder of EP Business in Hospitality, who expanded on the current feeling towards franchising in the market.

This introduction was followed by a great overview of hot topics and themes in the franchise world by Partner and Co-Head of Bird & Bird's international Franchising group, Graeme Payne, who reported on those territories seeing or predicting a spike in franchising, the major markets that have introduced new franchise laws in the last 12 months, those that will do so in the next 12 months and provided a summary of key topics arising in franchise negotiations.

Simon Allison, CEO of HOFTEL, the association of hotel owners and franchisees, then made an insightful presentation, asking whether franchising is the way forward for hotel owners.  Topics covered included owners who like the idea of brands but not the standard HMA structure, how franchising has emerged as a strong alternative, both for self-managed and white-label operated hotels, and raised awareness of the issues owners need to overcome to get franchising to work for them.

A lively panel discussion by industry experts including Jerome Briet, ‎Chief Development Officer EMEA of Marriott International, Frank Croston, Founding Partner of Hamilton Hotel Partners, Karen Friebe, Partner at Bird & Bird and Carmen Hui, Commercial Director - Owner Partnerships of Booking.com then discussed The Pros and Cons of Hotel Franchising, moderated by Russell Kett of HVS.

Finally, the highlights of the webinar were then summarized by Graeme Smith, Managing Director at AlixPartners, bringing a very interesting and insightful webinar to a close. 

The full recording is available to watch below, and the presentation can be downloaded here:

Our next webinar, on Tuesday 20 July, will address the issues of Talent recruiting and retention in the wake of COVID.
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