by Kevin Gaffney
ATLANTA – None of us will soon forget 2020, a year that started innocently enough, but gradually turned into a sea of human suffering and business pain. Viewed through the specific lens of the trade show industry, it has been painful.
As show director of HX: The Hotel Experience Powered by AAHOA, and vice president of Emerald, it was difficult enough to cancel the show in the heart of New York City. After all, it’s a highly charged two days, complete with the co-location of Boutique Design New York—and it didn’t happen. And yet, the pain does not stop there.
The attendees who fill the halls of the Javits Center have felt much of the same misery that we in the trade show industry have endured. Human suffering and economic hemorrhaging are real, and our attendees have felt it. We have felt it.
The notion that we should somehow “forget” 2020, however, is misguided. There are lessons to be learned. For us in the trade show industry, we have adapted with virtual shows where it made sense. We have taken a hard look at what we can do to remain relevant once the vaccine becomes available and people start to venture back out.
Hoteliers too have adapted cleaning protocols which will help avoid the spread of various diseases, not only COVID. Touchless check-in and check-out systems have been re-evaluated. Food service providers are getting creative. If and when another virus hits, we may all find the will to work together. In short, hard-won experience should be remembered and used whenever possible.
For this year’s show, we were undeniably disappointed that we were unable to bring everyone together this fall. However, we believe this was the right decision to make for the health and wellness of the hospitality community. Cecil Staton, president and CEO of AAHOA also has been quoted as saying: “The COVID-19 pandemic has greatly impacted the hotel industry, but we know we will rebound together and continue to thrive. We cannot thank the community enough for its support. We look forward to 2021.”
“Our partnership with Emerald for HX is one of our most important relationships and events of the year,” added Biran Patel, AAHOA Chairman. “While we are disappointed not to gather in 2020, we look forward to the road to recovery, which runs through HX: The Hotel Experience Powered by AAHOA in 2021.”
The words of Staton and Patel are well taken, and I too am optimistic about the future. And speaking of the future, the next HX: The Hotel Experience Powered by AAHOA is scheduled for November 14-15, 2021 in New York City. Please know that we deeply value your ongoing loyalty to HX: The Hotel Experience Powered by AAHOA, and we look forward to getting back to business.
Kevin Gaffney is show director of HX: The Hotel Experience Powered by AAHOA, and V.P. of Emerald, Atlanta.