Stakeholders will once again look to the Hotel Association of Canada for advice and guidance on how to position themselves for the year ahead as they gather at the 103-year-old association's annual conference on February 29- March 1 at the Hilton Toronto Hotel.

The association, which represents more than 8,100 hotels, motels and resorts in Canada's $17.5 billion lodging industry, will offer invaluable insight to the trends that will shape the year ahead. Here are six reasons you can't miss the 2016 Hotel Association of Canada's National Conference.

1. DEMYSTIFYING DISTRIBUTION: Still challenged by the prominence of bookings through third party intermediaries? Learn new techniques to understand distribution costs and its impact on hotel profit. Cindy Estis Green of Kalibri Labs presentation is worth the cost of admission alone.

2. SURVEY SAYS: This annual session is a snapshot into the Hotel Association of Canada's Travel Intentions Survey. Get a glimpse into potential business volumes for 2016, get a head's up on possible challenges and find out how to book more business for your hotel in the year ahead.

3. TAKE BACK YOUR GUESTS: Check In Canada is a ground breaking national initiative that contributes to the improved alignment of tourism marketing and helps hoteliers reduce reliance on OTAs. Find out how this is actually working in Western Canada, and how you can substantially reduce your OTA costs and ensure your customer books direct with your hotel.

4. MILLENNIALS: It's time to take millennials seriously. Hear from the next generation of recent hospitality graduates as Vito Curalli moderates a panel of "fresh faces" with a series of questions focussed on hotel operations, travel experiences and their vision for the future of Canadian hotels.

5. THE BOTTOM LINE: No profit, no hotel. Find out what it takes to find success in any economy, as experts provide insight into the real day-to-day decisions managers make that affect the long-term sustainability of any operation.

6. SIR DAVID MICHELS: Having spent over 40 years in the hotel and gaming business, Sir David retired as Chief Executive of Hilton Group in 2007 having sold Hilton International to Hilton Hotels Corporation for £4 billion and launching Ladbrokes as a standalone public company. Meet the legend as he shares his candid and memorable stories. 

7. YOUR FRIENDS WILL BE THERE: The HAC Conference presents national networking with noted industry leaders who share opinions, stimulate discussion
and create new directions. Join your friends!