micenet ASIA Aug-Sep 2013 by micenet ASIA

August-September 2013

A new MICE identity at Grand Nikko Bali How to deal with bad event payment terms Making the move from event agency to client-side

Do we have the drivers? My six-month stint as editor for micenet ASIA may have been miniscule compared to the industry journalists who have reported on the Asia Pacific region for years, but these doors have opened me to a much broader and deeper perspective of the industry. Speaking recently to a number of MICE professionals who have been working in Singapore for a long time, I asked about the changes they have seen over the past few years that have led to the recognition of a small country as the top conventions city in Asia. The honest response garnered was more than a little shocking. Industry folks who have been running events in this mature, modern and top-notch MICE destination say the industry has hardly matured or developed over the years, and that has led to silent frustration and cynicism. The comment that hit me the hardest came from SACEOS marketing communications director, Yeow Mei Sin, who

said: “For a very long time, I thought that it was very paradoxical that Singapore should have all these six-star facilities and then endeavour to compete on the world stage, but does not invest enough in the software.” Painfully blunt? Perhaps not, when the lack of innovation as well as a ballooning talent shortage are sending ripples of concern across the industry. The Singapore MICE Forum hosted by SACEOS this year hit all the right notes (Page 9). The two-day event featured presentations and panel discussions on topics such as innovation, customer excellence and new landscapes for specific segments of the MICE market. A wellrounded panel presented a comprehensive action plan for crisis management in events. Understanding talent shortage is directly linked to education and Gen Y, SACEOS organised its first MICE Open House for 550 tertiary students, allowing them a chance to mingle with leading MICE players in Singapore.

As a mature Asian MICE market that’s starting to feel the heat from its regional counterparts, change is needed. And that does not only apply to Singapore, but to the other markets in Asia that are already established or on their way. A MICE veteran once told me about the need for “drivers” in the industry. These drivers are leaders with a foresight for success and the tenacity to drive change. They are opinionated, at times brazen, and confident; traits needed to push a stagnant market beyond its potential. Mature markets that have seen success, unfortunately, are often unwilling or unable to climb over bureaucratic boundaries long established, and for good reason. It will take a small but aspirational group of drivers with a plan, with radical initiatives that may eventually shake the industry out of its comfort zone. As cliché as it sounds, change has been and will continue to be the only constant.

Kristie Thong Editor

EDITORIAL ADVISORY BOARD • Andrew Chan, ACI HR Solutions • Damion Breust, Barclays • Daniel Chua, AONIA • Danielle Puceta, American Express Business Travel • David Lim, Everest Motivation

• Maureen O’Crowley, Seoul Tourism Organization • Nino Grüttke, Messe Berlin • Janet Tan-Collis, SACEOS • Selina Chavry, Pacific World

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CONTENTS

news & events

departments

UP-TO-DATE

UPCLOSE

04 BUREAU BRIEFS 05 NEWS 09 EDUCATION SACEOS SMF 2013 highlights gaps in talent, innovation 10 GLOBAL WATCH Info Salons Group’s journey from Australia into Asia 59 PEOPLE 60 CURTAIN CALL

12 Q&A • Centara Hotels & Resorts • Conrad Seoul 14 ASSOCIATIONS • SACEOS • TICA 52 PROFILE: Women of Inspiration • TCC Hotels Management Shelida Buranasiri, Assistant vice-president of marketing communications • The Mira Hong Kong Eva Kwan, Director of sales and marketing

MICE MATTERS OPINION 54 Reconsider group air travel 55 PCOs must embrace marketing CAREER STRATEGIES 56 Out of the box 57 Making the move – agency to corporate 58 HOW TO Sustain a winning culture

case studies 18 Allergan 28 Herbalife Europe Limited 36 International AIDS Society & Centre of Excellence for Research in AIDS, University of Malaya 38 National Electrical and Communications Association 48 Prudential Corporation Asia

Cover image: Courtesy of Grand Nikko Bali

The contents of micenet Asia which are covered by copyright may not be reproduced or copied without the written permission of the publisher. Opinions expressed in articles are those of the writer and do not necessarily reflect the opinions of the publisher. micenet Asia does not accept responsibility for damage to, or loss of, unsolicited material submitted for publication. The content and accuracy of advertisements accepted are the responsibility of the advertiser. All prices and conditions quoted in micenet Asia are based on the latest information received. The publisher cannot be held responsible for any inconvenience or expense resulting from a subsequent alteration to prices or conditions.

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REGION FOCUS 16 COVER STORY: Grand Nikko Bali SOUTH KOREA 19 JW Marriott Dongdaemun Square Seoul 20 Seoul identity THAILAND 22 A day in the life of Max Jantasuwan 24 Bangkok’s back in business 30 The Phuket Pull TAIWAN 34 TAITRA on a roll MALAYSIA 40 MEA 2014 picks Malaysia HONG KONG 46 The city is alive

TRENDING MICENET EVENT 42 Singapore welcomes The Star 45 Hong Kong speaks up at The Mira 49 HOTEL CHAINS micenet ASIA is a proud member of:

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contributors • Sirima Eamtako • Damion Breust • Andrew Chan • Bryan Holliday • David Lim • Gina Sin CHINESE TRANSLATOR KH Tok SALES & MARKETING Singapore office: El Kwang Email: el@micenet.asia Michelle Lim Email: michelle@micenet.asia Gina Sin Email: gina@micenet.asia Sales enquiries: info@micenet.asia Australia Office: Helen Batt-Rawden Email: helen@btp.net.au Jenny Gill Email: jenny@btp.net.au Lillian Longford Email: lillian@btp.net.au Sales enquiries: info@btp.net.au INTERNATIONAL MEDIA REPRESENTATIVES China: Mary Yao Email: mary@mhichina.com Tel: +86 10 6551 8656 ext 8253 Thailand: Sirima Eamtako Email: sirima.micenet@gmail.com ADMINISTRATION & SALES SUPPORT Gina Sin Email: gina@micenet.asia Charline Wong Email: charline@micenet.asia Subscriptions: info@micenet.asia micenet Asia is published by Business & Tourism Publishing Asia Pte Ltd 35 Selegie Road, #09-04, Parklane Shopping Mall, Singapore 188307 Tel: +65 6337 8781 Fax: +65 6337 9060 Email: info@micenet.asia Website: www.micenet.asia Privacy Policy: Business & Tourism Publishing are committed to managing your personal information in accordance with the Privacy Act. For a copy of our Privacy Policy, please go to www.mice.net.au ‘privacy policy’. Printed in Singapore by Sun Rise Printing & Supplies Pte Ltd. Reg no. 199002858D ISSN 2010-3328 PPS 1785/04/2013 (022963)

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bureau briefs Sri Lanka expected at CIBTM 2013

STO responds to growing interest in Gangnam KOREA Seoul Tourism Organization (STO) has launched a tourist information centre for international visitors to access information on the famed Gangnam district’s high-tech industries, medical tourism and K-Pop culture. Operated by STO alongside Seoul Metropolitan Government and the Gangnam District Office, the two-storey Gangnam Tourist Information Center is aimed at helping expand tourism infrastructure by offering general tourist services such as currency exchange, reservation facilities, ticketing, luggage storage and the purchasing of transportation cards. The first floor is also dedicated to information

on medical tourism, while the second, the K-Wave Experience Zone, provides fans with various interactive stations of their favourite Korean celebrities. Located in the luxury shopping and medical-centric Apgujeong of Gangnam, the centre is adjacent to a Hyundai Department Store and in close proximity to Garosu-gil in Sinsa-dong and Cheongdam Luxury Brand Street. The centre was officially opened last week with a special ceremony attended by officials from the Seoul Metropolitan Government, Gangnam District Office and STO, as well as Korean pop celebrities Super Junior and EXO.

RAWR lauds business events excellence in Malaysia MALAYSIA This September, the Malaysia Convention & Exhibition Bureau (MyCEB) and the Malaysian Association of Convention and Exhibition Organisers and Suppliers (MACEOS) will kick off an inaugural awards show for the business events industry. Jointly organised to recognise excellence, leadership and innovation, RAWR Awards 2013 also intends to establish Malaysia as Asia’s premier MICE destination. Until end July, industry players had been encouraged to submit nominations for 27 categories within the awards, including Best International Conference Award, Best Trade Exhibition, Best Incentive Programme, Best Environmental Initiative Award and Best Event. 6

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MyCEB general manager of sales and marketing, Ho Yoke Ping said the rationale behind the awards was to give industry players the “due recognition of industry professionalism and best business practices”. The awards are open to Malaysianregistered business event products and suppliers operating in the country, and events/activities that took place between January 1, 2011 and December 31, 2012. Applicants have to be members of MyCEB and/or MACEOS, or event owners such as national associations or corporations that may not be members of either organisations. RAWR Awards 2013 has attracted sponsors such as Kuala Lumpur Convention Centre, Radius and Hot Shoes thus far.

SRI LANKA One of the ways Sri Lanka is emerging as a MICE destination is through its participation in industry tradeshows such as The China Incentive, Business Travel & Meetings Exhibition (CIBTM) in Beijing, China this September. The Sri Lanka Convention Bureau and Sri Lankan Airlines, together with partners including DMCs, incentive travel agents and venues, will be exhibiting at the tradeshow running from September 2-4 at the China National Convention Centre. The country’s convention bureau general manager, Vipula Wanigasekera said that this is an ideal time for Sri Lanka to break into the MICE industry, following efforts made in the past few years to promote Sri Lanka as a tourism destination. “By exhibiting at CIBTM, we are hoping to attract both incentive houses and meeting planners from Eastern Asia, particularly from China. We hope that buyers from these regions will be interested in the highly diverse products and destinations that Sri Lanka has to offer,” he told micenet ASIA. CIBTM project manager of Reed Travel Exhibitions, Jeffrey Xu believed that Sri Lanka’s central location in the Indian Ocean allows for easy access from all parts of the world, which has been expedited by the inclusion of Colombo in regular schedules of leading airlines. Additionally, its “international and local hotels offer star-class accommodation, modern conference facilities and competitive packages for the meetings sector”.

NEWS Medan welcomes new international airport

INDONESIA Medan, the regional capital of North Sumatra in Indonesia, recently launched Kuala Namu International Airport as a solution to the over-congested Polonia Airport located on its outskirts. Touted to be the second largest and busiest airport in the country after Jakarta’s

Soekarno-Hatta International Airport, Kuala Namu is built to serve 9 million passengers in its first phase and 16 million passengers in the next. Boasting a runway spanning 3750 metres by 60 metres and a 6.5-hectare terminal, the airport will also be able to cater to 4.5 million international

PALME returns to Vietnam

MBS scores new certification for sustainability

SINGAPORE Ongoing commitment towards sustainability practices has paid off for Marina Bay Sands, as it becomes the first events venue outside the US to be certified under a new international sustainability standard within the MICE space. It has achieved Level One Certification to the ASTM Standard pertaining to the Evaluation and Selection of Venues for Environmentally Sustainable Meetings, Events, Trade Shows, and Conferences, one of the performance standards for sustainability introduced by the global MICE industry last year. The ASTM Venue Standard outlines procedural requirements for venue selection such as the practice of researching, evaluating and selecting the facility for an event, with specific performance criteria for staff management, communications, waste management, energy, air quality, water, procurement and community partners.

passengers and 2.6 million international passengers in transit. There are also plans to include an airport train line to carry passengers between Medan and the new airport. Promising a frequency of up to 15 times daily with a capacity of 172 passengers, the first set is expected to arrive from South Korea in early August and the second set this December. In the meantime, INKA, the Indonesian Rail construction company, is supporting the route with locally-made carriages.

“Being green has been in our DNA from the very beginning, and that thinking in turn influences the way we do business. The green aspects of Marina Bay Sands have been a carefully thought-out process that started the moment we won the bid,” Marina Bay Sands vice-president of sales, Mike Lee said. MBS was also awarded the Green Mark Gold Award by the Building and Construction Authority last February, which is a national award given to buildings for energy and water efficiency, indoor environmental quality, environmental protection and innovation.

VIETNAM After a one-year hiatus, the professional event technology show PALME Vietnam 2013 will be held in Ho Chi Minh City this year from November 6-8. The show is promising over 150 exhibitors of services in the professional audio, lighting, systems integration, music software and entertainment technology in Saigon Exhibition & Convention Centre. An expected 5000 trade visitors are expected at the three-day event, held concurrently with INSTALL Vietnam 2013 and Broadcast & Media Tech Vietnam 2013. Back in 2011, PALME Vietnam saw a showcase of over 121 brands and companies from 19 countries, with some 4490 trade visitors from the entertainment and broadcast industry in attendance. As more than 60 per cent were key decision makers in their companies, more than half of attendees confirmed an order, asked for a quotation or made a purchase. For more information, visit www.palmeseries.com/vietnam.

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Asia sees rise in bad payment behaviour

More incidences of unusual payment terms are causing a stink in the industry, making service providers question the risks behind post-event payment practices and ways to mitigate them. By Kristie Thong

The economy’s increasing unpredictability has led to businesses practising heightened financial caution. Becoming especially protective over assets, intellectual properties and cash flow, this has brought upon an industry issue where payment terms aren’t as clearly defined, leading to friction between buyers and sellers and sometimes damaging relationships. Service providers have started to see an increase in post-event payment terms within MICE contracts. While the trend had been prevalent in the more mature markets of the US and Europe, it has started creeping into the Asia Pacific region, causing a stir of uncertainty over expectations. Event companies and hotel/ venues alike have encountered clients requesting for post-event payment, and then refusing or delaying payment citing cash flow problems or having to adhere to specific in-house payment cycles. A senior executive working in an international hotel chain believes this issue will increase as more companies start looking at organising their meeting and events spend. This is sometimes beneficial as it allows venues or hotels an opportunity to open up dialogue, and pre-agree on 8

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common terms and conditions (T&C) that are fair to both parties. “Having pre-agreed T&C at a remit of key hotels in the region will arguably facilitate increased meetings and events into the hotels,” he says. On the flip side, venues will be exposed to later payments and see an impact on cash flow. While T&C floating around at the moment vary in severity, venues refusing to adhere to them will inevitably lose out on MICE business. AONIA managing director Daniel Chua says that agencies usually include deposits and punctual payment terms in the contract. “If a client pays you a deposit in time, it’s very essential that agencies pay the suppliers or venues in time. But if the client has not paid due to some issues, it comes down to the agency’s relationship with the suppliers and venues, and try to seek their understanding.”

To be or not to be While it’s not in the best interest of venues or agencies to turn down clients that insist on post-event payment terms in their contracts, service providers can find ways to mitigate the risks.

We have to ask ourselves if there is a common ground to be reached, or look at the period where the event is being booked. If it is a high-demand period and history provides you with the knowledge that the venue/hotel would be filled anyway, then one must ask if you really need the piece of business on this occasion.” SENIOR EXECUTIVE WORKING IN A MAJOR HOTEL CHAIN

NEWS To event companies, Mr Chua suggests they advise the client on paying a deposit as a go-ahead for the event, and the rest of the payment can be amended in subsequent invoices. “Make sure there is no way the client can give excuses not to give any payment.” Learning from an experience that saw him awaiting payment for more than three months after the event, he says event companies should make it their business to find out how the internal processes of the client work. For example, large companies typically require a purchase order, as accounts departments will never process payment without them. Payment schedules also differ, and being familiar with them will enable service providers to better manage costings within the contract. “Large companies also have payment cycles and don’t make adhoc payments as and when, because it breaks the cycle and creates more work. So you’ve got to ask the client about his payment cycle – beginning of the month, end, middle, etc. Unless cash flow is very strong, you better have a clear idea on when their payment cycle is.”

Mr Chua believes other ways to mitigate risk is to have insurance, but agencies will be hard-pressed to find clients that are willing to work the added dollars into the budget. Alternatively, he feels a finance company may be a solution. Known as a factoring company, it is tasked with assuming debts incurred from the event, paying the agency, and taking over the role of chasing the client for payment.

Common ground The hotelier believes venues should always try to negotiate the severity of the postpayment clause to be in line with their own financial guidelines. “We have to ask ourselves if there is a common ground to be reached, or look at the period where the event is being booked. If it is a high-demand period and history provides you with the knowledge that the venue/hotel would be filled anyway, then one must ask if you really need the piece of business on this occasion.” Should venues and hotels accept a client’s T&C with stringent post-payment

conditions, it will have to make sure the attrition on rooms and F&B are water-tight to mitigate risk and loss of revenue. “And it goes without saying that the cancellation clauses must protect the venue/supplier.” The word “relationship” has been tied synonymously with post-event payment terms, more so in many parts of Asia. Both event agencies and venues agree that it is easier to be more lenient with a client they’ve worked with previously, as opposed to one-off or new clients. However, the hotelier believes that prevention is best. Venues and hotels should work to reduce risk by reducing the time frame of post event, or negotiate for a higher deposit. “If deposits are not on the table, then the venue/hotel must have a corporate credit card that can be charged in the event of late payment or cancellation, and this must be in the contract. Partial payment can also be requested during an event that spans a few days, which then limits the exposure post-event,” he says.

The Trade Show for the Asian Travel Market

TRULY INSPIRING

23 – 25 October 2013, itb-asia.com, Suntec Singapore

The A-B-C of ITB Asia

Supported by:

… in Asia … for Buyers … new Conferences

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news

Group rewards on SeaDream in Asia The arrival of SeaDream in Asian waters from October 2013 to April 2014 could see more small incentive groups travelling north from Australia. By Brad Foster Top of the yacht.

Bob Lepisto.

SeaDream president Bob Lepisto reports the company already has one Australian group confirmed for its Asian water cruises, and expects further bookings in coming months because of its price competitiveness and size – one cruise can take a maximum of 112 guests. He says 20 per cent of SeaDream’s business is meetings and incentives, and the company already has a strong rapport with the Australian market for cruises around the Caribbean, Costa Rica and Mediterranean. 10

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“We’ve enjoyed a great participation from the meeting and incentive world over our 12 year history either in whole yacht charters or where companies bring a small group onboard,” he explains. “We’ve already had one Asia voyage chartered out but we still have quite a few available. The reason we believe that Asia is well suited to the Australian market is the proximity to Singapore and of course the fact that we can only take a maximum of 56 couples and have a ratio of staff to passengers of one to one. “We market ourselves as yachting not cruising and we really put up a product that feels as close to a private yachting experience as you can get. We have all the yachting toys onboard – stand-up paddle boards, wave runners, multiple zodiacs, multiple kayaks, hobie cats, and lasers. “We’ve already done well in the incentive sector in Australia and we believe

that these Asian-based voyages will be equally as popular.” Mr Lepisto says the company prides itself on making exclusive charters or small groups who are part of a cruise voyage feel special. “With our size, even if a company takes 10 state rooms [20 people] that’s 20 per cent of the yacht and they’re a very important group onboard. When they charter with us they can do anything from having their logo at the bottom of the pool to branding all the menus with their company logo, flags, whatever they like. For a luxury automobile company we put their concept car over our pool for their entire voyage.” SeaDream is represented by Julie Denovan in Australia. She can be contacted on jdenovan@seadream.com or (02) 9958 4444. Alternatively, visit www.seadream.com for details on cruise dates and destinations.

EDUCATION

SACEOS highlights gaps in talent, innovation The third edition of the Singapore Association of Convention and Exhibitors Organisers and Suppliers (SACEOS) Singapore MICE Forum this year made an urgent call for the industry to face prevalent issues.

SACEOS Singapore MICE Forum 2013.

by Kristie Thong

Held on July 18-19 at the Marina Bay Sands Expo and Convention Centre, the event, hosted by SACEOS with the support of the Singapore Tourism Board, saw a programme heavily-themed on topics relevant to current MICE landscape in the country. Steered by a freshly-appointed EXCO and two industry veterans as full-time SACEOS employees, this year’s forum themed “The New Paradigm” shone the light on crisis management, global changes, customer experience, as well as talent sourcing and development. micenet ASIA was present at SMF 2013, with vice-president El Kwang moderating the panel discussion on crisis management. The panel comprising members from corporate, agency, vendor and consultancy highlighted a comprehensive action plan for managing crises. Apart from discussing

SACEOS needs to excite [students] about the MICE business, raise awareness for the industry’s prospects and career development opportunities. We will nurture and mentor young talent, our next line of MICE leaders for Singapore.” JANET TAN-COLLIS SACEOS, PRESIDENT

STB Carrie Kwik and SACEOS Janet Tan-Collis.

consequences of mismanaging crises and over-communication, the panel also related how post-crisis actions could reinforce trust and retain future MICE business. SMF 2013 also saw panel discussions on M&A activity, and the dynamic shifts in both the exhibitions and MIC (meetings, incentives, conferences) segment. On the second day, WOW! Academy chief Bentley Williams gave an engaging and interactive two-part session on how MICE professionals could better offer a seamless customer experience. SACEOS invited ACI HR Solutions CEO Andrew Chan as a speaker on talent, who gave an overview of the industry’s prevalent talent shortage and low retention rates. SACEOS newly-elected president Janet Tan-Collis, who is also the CEO of East West Planners, said that Singapore is a mature and lively market that unfortunately lacks innovation and talent. “We’re all running events very well, but Singaporeans have got a lot more,” she told micenet ASIA. Ms Tan-Collis added that there is a need to connect and engage the youth, and she believed SACEOS to be the stimulus. This led to the decision to host SACEOS’ first MICE Open House for more than 500 tertiary level students from 15 institutions to meet with MICE companies and professionals. “SACEOS needs to excite [students] about the MICE business, raise awareness for the industry’s prospects and career development opportunities. We will nurture

MICE Open House.

and mentor young talent, our next line of MICE leaders for Singapore,” she said. Moving forward, the association will be increasing its engagement with schools and tertiary-level institutions with career roadshows, experiential workshops, internships, and site-visits to MICE facilities. SACEOS executive director Lilian Kuan added that they will also be working closely with universities to introduce new and relevant professional courses for MICE professionals. “These strategies will inject fresh pools of potential MICE talent, while raising career development and professional standards among existing MICE talent. We have to start tackling the manpower and talent retention crunch.” Additionally, SACEOS is starting an intensive membership drive to ring in the diverse community of service providers, including companies and individuals in the arts, media, mass communications, information technology, interactive media, construction, lighting contractors, designers, photographers and video production houses. These service providers will qualify for SACEOS associate memberships and give them access to a range of industrial activities such as workshops, training programmes, business information exchange and networking sessions. “They have long been a part of the industry’s value chain. It is time we start involving them more in our various activities,” Ms Tan-Collis said.

Panel on crisis management.

Panel on M&A activity.

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Crossing borders The owner of an established event technology solutions company from Oz describes the rationale behind her foray into Asia and the lessons learnt. by Kristie Thong

Badges scanned directly from mobile phones.

Australia’s early start in shaping a landscape for business events has earned itself a reputation as one of the most mature MICE markets in Asia Pacific today. Its success can be traced back to efforts such as garnering proper industry accreditation and collaborating to iron out teething issues such as transparency, but being an early adopter of event technology further cemented its status. Sydney-based event technology company Info Salons Group was launched in 1990, when Australia’s tradeshow industry was just starting to emerge as a major force with the completion of the Sydney Convention & Exhibition Centre. With CEO Jo-Anne Kelleway at the helm, the end of the 2000 Olympic Games officially saw Info Salons at a dominant, majority market position in the country. The company then sought to expand its presence, and as of today, also owns offices in Shanghai, Beijing, Hong Kong and Dubai, as well as a representative office in Macao. 12

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Geographical expansion seemed like the natural progression for the company with China and the rest of Asia at the doorstep, according to Ms Kelleway. “We had been working with the largest exhibition organisers in Australia, including Reed Exhibitions, Hannover Fairs and Diversified Exhibitions, which were all starting to invest heavily in China, so it was a deliberate growth strategy for our company to follow them into these emerging markets.” She added that the Asian governments were also investing in building several highquality venues, indicating that there was room for the industry to grow.

On foreign ground Companies setting up shop in China for the first time are bound to face some challenges, but being a technology business, Ms Kelleway said the company was concerned primarily with the security of its proprietary software IP. Since joining the World Trade Organization, China had strengthened its legal framework and amended its intellectual property rights (IPR) and related laws and regulations as compliance, but infringement still exists throughout the region. To protect intellectual property in China, a preventive measure was to register trademarks with the appropriate Chinese agencies and authorities to enforce the rights. “We made the decision to work closely with the China Council for the Promotion of

Jo-Anne Kelleway.

[Some event organisers in Asia] are collecting invaluable data about their attendees but are not taking the time to understand the information.” JO-ANNE KELLEWAY INFO SALONS GROUP CEO

International Trade (CCPIT), whose initiatives on IP control have been fundamental in helping international companies consider entering this marketplace.” Info Salons also created joint ventures with local partners, who had a much better understanding of the local customers and could help to enter the market as quickly as possible. A “one-size-fits-all” approach does not necessarily work in Asia, and that is one lesson learnt in the infant stages of setting up businesses in Asia. Hence, Ms

Global Watch Kelleway believes it is important for every product Info Salons introduces to a new marketplace to be customised. “We ensure that all our products are available in the local languages, can be used on the most popular devices, and can be integrated with the appropriate social media platforms for that region.” These products will also have to gel with the specific cultural nuances and behavioural patterns of each market. For example, Info Salons has been successful with its state-of-the-art lead retrieval and management tools to assist exhibitors in Australia in building ROI metrics from an event. It was a different case in Asia, however, where exchanging business cards is a time-honoured custom that is almost impossible to break. “Instead, we have had to educate the exhibitors to understand that qualifying their leads and procuring orders is paramount to a pocket full of business cards.” The “love affair” between the Asian marketplace and mobile phones has also given rise to one of Info Salon’s latest lead retrieval products. With an app available from the app store called InfoTracker, exhibitors can use their phones to scan attendee badges, qualify the leads, mark products for follow-up as well as add personal notes.

Importance of data Ms Kelleway called the events industry throughout Asia Pacific “early adopters of cutting-edge technology”, but believed there is a disconnect between adoption and process. She used the example of data mining and analysis of visitor databases, of which she felt some Asian event organisers are not taking full advantage. “They are collecting invaluable data about their attendees but are not taking the time to understand the information.”

Trend-setting

Info Salons Group’s Jo-Anne Kelleway lists four recent technological trends that have emerged in business events.

Pre-registration / online registration open throughout the show When we first set up business in China in 2006, the number of visitors who pre-registered for exhibitions were less than 10 per cent. Together with the organisers, we have educated attendees on the benefits of pre-registering, and the majority of trade shows are now experiencing a 50 per cent pre-registration. We are also keeping the online registration pages open throughout the event to continue to allow visitors to register online and using our e-badge stations on-site, they can beat the queues to gain entry into the exhibition. We send the registration confirmation by barcode email and also by SMS so that we can scan their pre-registration code directly from their phone. This saves so much time in qualifying registered visitors and printing their name badges.

Venue Wi-Fi

Badge printing.

With proper data mining of attendee data, event organisers will be able to constantly improve the quality of attendees they are attracting, and by analysing them, be able to provide the right exhibitors and products that the attendees want. “This will ensure that their events continue to deliver exceptional experiences,” she said, adding that understanding the needs of the attendees will also help guarantee the exhibitors are satisfied with the buyers they are meeting.

More venues now have fast, stable and secure Wi-Fi available for attendees. This is an incredible advantage for organisers to help deliver a seamless experience to their attendees. We live in an age of constant connectivity and event organisers are expected to facilitate this and make it available throughout the show.

Social media Integration Social media has become an integral part of the show cycle and definitely assists in building interest in the months before a show, engaging your audience during it or keeping a community together in the months after. Connecting your audience and providing business matchmaking to time-poor attendees is vital in ensuring that the right buyers meet the appropriate exhibitors. Organisers need to understand what social media platforms their attendees are using and ensure that they have a social media strategy worked out for each event.

Event apps Show guide apps are a great way to provide information about your event, right into the hands of your attendees. There are many more types of devices popular in the Asian marketplace than in Europe or USA. Hence, it is important to make sure that whatever event app you are creating, it can be used on the multitude of handsets that are being used. There are still many attendees who prefer the old printed show guide but we are seeing a slow change towards electronic versions.

Self-registration touchscreens at Mercedes-Benz Fashion Week Australia 2013.

micenet Asia

Q&A

Call for incentives CHRIS BAILEY CENTARA HOTELS AND RESORTS SENIOR VICE-PRESIDENT SALES AND MARKETING

What should spring to mind when Centara Hotels and Resorts is mentioned? A Thai hotel chain with something for everyone! With our extensive network of properties throughout Thailand plus fast paced overseas expansions, we’ve got the full range of star ratings. We are in all major locations. We provide a one-stop shop for MICE groups. Not only do our MICE hotels boast citycentre locations with convenient access to mass transit networks, our experienced team provides turn-key solutions that allow MICE planners to focus on efficiency and cost effectiveness of their events. Describe Centara’s various brands. Centara Grand is our premium five-star brand located in all the right destinations. Under this brand, we offer a choice of city and resort locations in Bangkok, Pattaya, Koh Samui, Hua Hin and Phuket. Each property provides prominent convention facilities. In Bangkok, MICE planners can choose to use the dedicated Bangkok Convention Centre at Centara Grand at CentralWorld and Centara Grand at CentralPlaza Ladprao. Centara is our core four-star brand, offering quality yet value-for-money MICE products in major destinations in Thailand. Our other brands are the three-star

Association meetings are our main MICE business. Incentives have become smaller: they still require quality experience, but at lesser numbers and with more focus.” 14

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Centara Hotels and Resorts’ post-flood years have been thriving with events business, but SVP for sales and marketing, Chris Bailey, hopes more attention will be given to attracting incentive groups to Thailand. By Sirima Eamtako

Bangkok Convention Centre.

Centara and boutique-concept Centara Boutique Collection. Our budget brand, COSI, with the first hotel to open next year, will also offer some events facilities. Which is Centara’s MICE-focused brand? Regardless of brands, MICE planners will find consistency in the products and deliverables at our properties, starting from pre-event. The same principles apply no matter where our properties are located. We also offer electronic support – through emailing and website – to make the jobs of planners easier. As a Thai-oriented company, we offer a Thainess service. Our consistency in our products and systems is also reflected in our services provided by our well-trained staff. Is Centara group seeing a full recovery, following Thai political problems and the flood crisis in 2010 and 2011 respectively? In all our core properties, yes! We saw business shifting from the flood period in 2011 to the following year, making 2012 somewhat artificial as a strong year of MICE properties. Business continues to come to our properties in 2013, making it another strong year in terms of MICE business for us. Association meetings are our main MICE business. Incentives have become

Meeting room in Centara Grand Beach Resort Phuket..

smaller: they still require quality experience, but at lesser numbers and with more focus. What is Centara Hotels and Resorts doing to attract more MICE business in 2013 and 2014? We have 18 offices overseas which are targeted to handle our MICE business. Our strategy is to listen to our customers and tailor-make our products to make sure that our offer is relevant to their needs. Is Thailand on the right track in promoting itself as a MICE destination? I’m not sure we are giving the right picture. Overall, I feel that MICE is driven into this country by the private sector. This is because our message on Thailand as a destination is quite mixed. We don’t have a cohesive single voice. We don’t speak with a single voice. I’ll like to see more effort in attracting incentives, because the spend is higher when compared to other segments. The question is: are we getting our share in making ourselves look more attractive for incentive business? For instance, Phuket has a problem with cabs, and we need to address that.

Q&A

Smart business NILS-ARNE SCHROEDER CONRAD SEOUL GENERAL MANAGER

Having opened last November, how has Conrad Seoul fared in its MICE business? Conrad Seoul’s strategic location in Yeouido, Seoul’s financial district, and close proximity to both international airports makes it conveniently accessible by event planners and business delegates from across the region. Our outstanding banqueting facilities, featuring 2608 square metres of events space, have appealed to financial, pharmaceutical and consumer-goods companies from Hong Kong and Singapore, while our location in the International Finance Centre (IFC) of Seoul, puts us in a prime location to win over domestic clients such as financial and accounting firms from neighbouring offices. What does Conrad Seoul offer with the Smart Luxury concept? Today’s modern and sophisticated business traveller demands the service, experience and value that gets them more focused, more connected and more relaxed. They require the accessibility to technology and flawless, personalised service that gives them the luxury of being themselves and to be at their very best every vital moment of the business day. Such promise is exemplified in Conrad Hotel and Resort’s Smart Luxury concept, where we focus on the individual and offer guests a world of style, service and connection. We are the first hotel in Korea to implement a Smart In-room Multimedia Technology. Using Apple-based technology and offering an all-in-one multimedia hub and a Mac computer, guests will be able to surf the Internet, access Facebook and Wi-Fi access points or play personal content from an iPad, iPhone, smartphone or

Conrad Seoul, the first property to implement a Smart Luxury concept for business travellers and event planners, has a general manager with a vision for the hotel to take the lead in the industry. By Kristie Thong

laptop. Conrad Seoul’s digital rooms allow for a customisable and personal space. We also feature the Conrad Concierge mobile application to deliver flawless service by allowing guests to experience personalised control over their stay. Our Smart Luxury concept is also extended to meeting and event planners, as our two ballrooms – The Park Ballroom with a capacity of 400 guests, and the Grand Ballroom which can seat up to 800 guests banquet style – make Conrad Seoul an attractive location to host major events. Clients can also choose to have executive meetings in “The Studio”, with 11 elegantly-appointed meeting rooms flooded with natural daylight and surrounding residential-style kitchens for unique F&B offerings.

with locally-inspired surroundings that are responsible to the environment. We have Hilton Worldwide’s proprietary system, LightStay Meeting Impact Calculator, to calculate and analyse environmental impact from each event held, taking into account factors such as the event room water and electricity usage, food consumed and guest rooms booked. Furthermore, we have implemented a variety of eco-friendly initiatives such as rainwater harvesting for use in irrigation, grey water usage in toilets and public spaces, solar panels to assist heating water, lighting and emergency power, transparent dual-sheet glass to efficiently control temperature indoors, and ice thermal storage system utilising late-night surplus electricity.

Twin Room.

Penthouse Bedroom.

We have recently introduced an attractive full-day meeting package, where we will assign a personal event manager to plan and execute the event. We will also provide clients with AV set-up at no additional cost and extend complimentary Internet access in both their accommodation and meeting rooms. How are Conrad Seoul’s eco-friendly initiatives in line with the Smart Luxury concept? Our Smart Luxury concept offers guests a personalised and intuitive experience

Pulse8 Swimming Pool.

What are some goals you’ve set for the hotel this year? Hotel business is a long-term investment in buildings, people and the future. Our short-term goal and priority in 2013 is to generate greater public awareness towards Conrad Seoul’s remarkable facilities and services that embodies the Smart Luxury concept. We will then focus on strategic marketing activities to attract customers by emphasising our unique offerings such as accommodation packages, F&B promotions and guest loyalty programmes. micenet Asia

Associations

JANET TAN-COLLIS SACEOS PRESIDENT

Breaking industry barriers The president of the Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS) says a successful Singapore MICE Forum is just the beginning of working towards a sustainable pipeline of talent.

A record 190 forum delegates, 260 gala dinner guests and 550 students attended the inaugural Open House - the numbers alone are record-breakers, but nothing beats the resounding support that has made this year’s Singapore MICE Forum (SMF) a major success. This is the irreplaceable ingredient of human capital. As the heady world of digital communication connects communities in new ways and changes the way we do business, one endearing quality remains - the relationships and camaraderie from years of teamwork. To me, this is the social engine of growth behind the MICE industry. Those of us who have stayed in the industry for decades can profess to this. The best legacy we can leave is that of investing in human capital as the power of business growth.

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This is why SACEOS emphasises talent development, sourcing for and nurturing young people to be excited about the MICE industry and inculcating in them the service culture and passion to excel. Only when we invest time and energy to do this, will we be able to see the next line of MICE leaders emerge and stay to carve careers. This year’s SMF opened the doors for the first time to students from Singapore’s tertiary-level institutions. They came to learn about the MICE business and career prospects. They interacted with MICE professionals to probe about training, jobs and mentorships. A fantastic start. But we are not going to stop here. In the coming months, we are going to do so much more to penetrate the education sector and kick start a series of collaborative training programmes.

Our goal is to ensure a sustainable pipeline of talent development programmes, to groom aspiring MICE professionals. We welcome any help we can receive in this respect. As the SMF enters its fourth year, SACEOS is happy that the event is well-recognised as an important working platform for the MICE industry. Testament to this is the quality of discussions and working sessions that energised the two-day forum. In terms of attendance, content and activities, we have broken barriers. We intend to keep taking bold steps to drive positive change. Already the ground work is laid for more regional collaboration to tackle the talent issue. SACEOS will always be grateful for the collective effort and shared vision of those who endure with driving positive change. Thank you again from all of us at SACEOS.

Associations

Turn to shine Come September, Phuket will get the chance to showcase its capabilities as a MICE city.

The Thailand Incentive and Convention Association (TICA) is organising the 18th Convention Promotion Seminar (CPS) and Convention Exhibitions (CONVEX) doublebill event from September 5-7 in Phuket this year. Held every two years, the event is aimed at encouraging host committees of local professional and medical associations, government agencies and state enterprises to propose or bid for Thailand as the host country for their respective sector’s congresses and conferences. TICA, in collaboration with the Thailand Convention and Exhibition Bureau, the Tourism Authority of Thailand and Thai Airways International, will host 120 pre-qualified representatives from Bangkok-based local professional and medical associations as well as government agencies and state enterprises for the three-day educational event in Phuket. Duangjitt Resort and Spa on Patong Beach is the official accommodation during the three-day/two-night period while Mövenpick Resort and Spa Karon Beach Phuket is the official venue during the main conference day on September 6. Attendees will have the chance to learn how to effectively organise international

Convention Promotion Seminar and Convention Exhibitions held in Chiang Mai back in 2011.

conferences, to know more public and private organisations that can help organise their events successfully, and to have an opportunity to exchange ideas with suppliers and service providers. Conference topics will include: Thailand – Crisis is Never an Obstacle; How to win the Bid?/Bidding to Win?; Thailand MICE in 2020; Quality Tourism in Thailand; and Green Governance to Save the World. Phuket has been chosen as the host to showcase its readiness and capabilities as

a MICE City, and as part of TICA’s plans, to showcase different Thai cities with the capability to host events. Chiang Mai was the CPS’s host city in 2011. In Phuket, delegates will meet with 50 local suppliers and service providers at the CONVEX held on the main conference day. On the first and last days, delegates will have the chance to see what Phuket has to offer to conference groups in terms of excursions, including the Sino-Portuguese Old Town and hotels with MICE facilities. micenet Asia

cover story

Grandeur in a name Nikko Bali Resort and Spa marks a new beginning with a name change, 19 new luxury villas and a multi-purpose event facility.

Enter Grand Nikko Bali, the first in the Nikko Hotels International Group enthroned with its grand title due to its spacious leadin room category, facilities and services. At a press conference and dinner celebration micenet ASIA attended on-site in mid-July, Marcel P. Van Aelst, president and CEO of the resort’s management company JAL Hotels Co. Ltd told guests that the new name is poised to strengthen the resort’s five-star rating. The introduction of the multi-purpose event facility (MPF) further seals the resort’s commitment to the MICE industry to deliver more quality events. The owners have invested to the tune of US$10 million in the hotel’s progressive refurbishment since 2006, and another US$12 million for the villas and MPF, according to Grand Nikko Bali general manager Jean-Charles Le Coz.

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The 19 luxury villas, measuring from 300 square metres, are designed with a touch of Balinese architecture combined with modern fixtures, and are well-appointed and ideal for event planners and VIP delegates. Hints of the resort’s signature turquoise hue evident in its finishing, the tranquillity is complete with sustainability measures such as built-in sensors which turn off indoor airconditioning once the doors are opened. The MPF is the resort’s answer to the growing MICE demand: a multi-purpose function space to complement the existing 500-seater Graha Sawangan conference centre on-site. Spanning 11,840 square feet (1100 square metres) with an ocean view, it holds 1000 people theatre-style and 760 banquet-style with three 538-square feet (50 square metres) adjoining meeting rooms

and two green rooms. Ideal for residential conferences reluctant to endure traffic for off-site dinner functions, using the MPF as a gala dinner venue saves the hassle of turning over the conference room into a banquet set-up and eliminates the need for off-site venue liaison. The press event, which included a site inspection, ended with a dinner for 450 guests and media to allow the MPF to prove its worth. Pre-dinner drinks and canapés were first served on the lawn accompanied by an easy-listening live band. Guests were then ushered into the fully air-conditioned facility that was spruced up to impress, but not overdone. Formalities kept to a minimum, traditional performances entertained guests as a fivecourse dinner with fine wine was served. Towards the end of the evening, the backdrop on stage parted alongside sounds of a contemporary version of the kecak dance (a form of traditional Balinese dance and music) specially choreographed for the occasion inspired by the resort’s logo change from blue to gold. The night ended with aerial dancers showcasing MPF’s high ceiling, as its in-built curtains and encompassing glass panels parted gradually to reunite the audience with the great Balinese outdoors. Truer words were never spoken when Mr Le Coz described the resort as one rich in “Japanese culture infused with Balinese hospitality excellence”. Through the experience, Grand Nikko Bali has proven to the guests its continued commitment to providing a quality and well-maintained product.

ADVERTISEMENT FEATURE

Suntec Singapore reopens to much fanfare Unwavering confidence sees events returning to Singapore’s leading MICE venue Suntec Singapore Convention and Exhibition Centre (Suntec Singapore) has reopened its doors after months dedicated to a comprehensive overhaul. It kicked off business with the closing ceremony of the 8th Special Olympics Singapore National Games on June 3, attended by over 800 guests and athletes as well as a special appearance from Singapore’s Acting Minister for Culture, Community and Youth, Lawrence Wong. While an impressive three-storey interactive digital wall is what captures the attention of delegates at the entrance, Suntec Singapore’s re-designed flexible interior is the hook that secured a hefty line-up of events for the rest of the year. CEO Arun Madhok describes the various changes Suntec Singapore has implemented, and how these initiatives keep the venue at the forefront of business events in the country. What are some of the re-design features that event organisers can expect at Suntec Singapore? One of the setups for a recent event involved bringing an exhibition and a conference together within the

space of one exhibition hall, embracing the concept of the CONFEX model. The floor plan was designed to allow for a mini-conference to be held simultaneously with the exhibition running at full capacity without one area disturbing the other whether through excessive noise or frequent foot traffic. We were able to accommodate this setup thanks to our new building design that integrates our flexible customisable space with our outstanding and diligent service excellence, thereby creating an ideal CONFEX environment with a fast setup and turnaround for the event. Other innovations include interactive online tools. Before the event, organisers and planners can visualise their event, configure their floor plans and select their F&B options and other amenities using our new online Customer Portal. This means that by the time clients arrive, everything will be set up according to their specifications. Another example of creating convenient opportunities for our clients is the free wireless LAN connectivity now available on-site for up to 6000 devices throughout the entire facility. Event planners can use this free service to incorporate more connected services and interactive capabilities into their events while delegates stay connected seamlessly anywhere in the building. This is a unique offering in Singapore. How ready is the team at Suntec Singapore to take on the many events lined up for the year? During the months that our building was undergoing its transformation, our staff underwent intensive training with reputable local organisations such as ITE College West for Food Production, Temasek Polytechnic - School of Hospitality,

Arun Madhok Suntec Singapore Ceo

Conrad Hotels & Resorts as well as other industry associations such as the Singapore Tourism Board. We provided a total of 103 hours of training per staff member over the past five months – an intensive schedule considering the industry standard is 24 hours per staff member. The modernised Centre will require a slightly different way of operating; therefore, we invested in our staff to get their skills up-to-date and expand their proficiency level so as to be operationally ready. Why is Suntec Singapore a premier choice for MICE? We provide a venue with a high level of flexibility, functionality and convertibility supported by a world-class service team, an award-winning dining experience and operational excellence enhanced by cutting-edge technology. The essence of our approach is to align the centre to our clients’ evolving requirements. Our location is ideal. Sitting at the heart of Asia’s most integrated meetings, conventions and exhibitions hub, Suntec Singapore is located within a 15-minute walk of 5200 hotel rooms, 1000 retail outlets, 300 restaurants, six museums and a world-class performing arts centre. Three MRT stations and two major express ways also serve the area. Our recent modernisation programme ensures that Suntec Singapore remains at the forefront of the MICE industry in Singapore and Asia well into the next decade. micenet Asia

Case study

Seoul

success

Name oF EVENT

client

3rd Allergan RegionalSpasticity Education Conference (RESPEC) Allergan

Venue

Lotte Hotel World, Seoul, South Korea

When

June 8-9, 2013

Pax

>100

PCO

AONIA

Budget

Undisclosed

Lotte World Hotel, exterior.

Lobby.

Event overview The cosmopolitan city of Seoul was selected as the destination for a regional conference of more than 100 neuroscience specialists by global healthcare company Allergan in June 2013, with AONIA appointed as the Professional Conference Organiser for the seminal annual two-day event. The vibrant city was selected due to its growing economic importance and developmental potential. It also had the necessary modern infrastructure needed for the logistical complexities of the event, whilst having the cultural traditions and heritage obvious throughout the city to provide the bonus of additional interest to well-travelled delegates. The conference was a successful platform for the sharing of the latest neuroscience advances and treatments by an international faculty, with social activities facilitating networking opportunities by all attendees.

Execution & challenges Tasks undertaken by AONIA included site selection, ground logistics, personnel coordination and management, event 20

micenet Asia

Club Lounge.

branding and on-site event management. Close collaboration with the Seoul Tourism Organization helped facilitate enhanced branding for the conference in the form of prominent event branding at the luggage retrieval area in Incheon Airport. Recognising that good ground communications is a priority, good ground partners facilitated the process of obtaining temporary 3G phone lines in Korea, a task that is not as straightforward as in other modern cities. Smooth coordination with ground operators was made possible by staff conversant in both Korean and English. Due to language differences, AONIA managing director Daniel Chua advised that written communications should be conveyed in advance of fulfilment as much as possible. The conference had a central coordinator who could interface comfortably with speakers, delegates, the client and suppliers for planned outcomes in a timely fashion, which was critical to the success of the event. Clear and regular communication with the client when establishing the event agenda and

timelines helped reveal any gaps that needed to be filled along the way. The conference also required specific and specialised medical equipment critical to key activities. To avoid potential customs delays, AONIA strove to obtain as much of these on the ground as possible, whilst importing the remainder. Having a detailed manifest with supporting documents helped in the speedy processing of the shipment. As with every large city, traffic congestion is an issue during peak morning and evening periods, leading to careful selection of all venues for accommodation, the conference and social activities. This meant keeping careful note of timings on the ground. Non-Korean delegates whipped out their cameras to capture an elegant performance by a musician dressed in the traditional Hanbok that accompanied their authentic Korean dinner at a restaurant.

Event feedback Positive verbal and written client and attendee feedback were a motivational reward to the AONIA team for the efforts expended. The team also found that it was a pleasure to be able to work successfully with the Korean ground partners, during which many lessons were gained. AONIA also provided formal post-event analyses, which were a source of encouragement to the client with much useful feedback that could be incorporated into future events.

seoul

Presidential Suite.

Guest Room.

JW Marriott Seoul Dongdaemun Plaza..

BLT Steak.

Rising from the Great East Right across the Han River from famous Gangnam, an upcoming property in Dongdaemun intends to reach out to luxury and high-end MICE groups. By Kristie Thong

Psy may have called the attention of the world to Seoul’s Gangnam district through his viral music video, but Dongdaemun, a district north of the Han River is just about to gain some much-deserved attention. Already known among locals and some tourists alike as a late-night shopping and dining haven, Dongdaemun or Great East Gate, is about to see its first luxury hotel property this December. JW Marriott Dongdaemun Square Seoul, currently in the works, will be situated next to the historical eastern gate, which used to be one of the fortresses surrounding Seoul during the Joseon dynasty and now a national symbol of the area. General manager Nicholas Tse is no stranger to Seoul, having worked as director of marketing for Renaissance Seoul from 2003 to 2005. A British citizen with 20 years of hospitality experience in Marriott properties in Asia, his love for the Korean culture, people, food and efficiency makes him an ideal leader to turn plans for the upcoming property into reality. Mr Tse says one of the determining factors to launch the property is the economic viability of Dongdaemun as a

developing tourist, commerce and culture centre. “The government, from city plans is aggressively promoting and developing this district. [We are] working together with government agencies and PR agencies to raise the profile of this district, to encourage and support the tourist and MICE markets,” he tells micenet ASIA. With the JW Marriott brand established in Korea since 2000, standards and brand perception have been set thanks to the JW Marriott Seoul on the south of the Han River. The upcoming property in Dongdaemun will thus be able to leverage on its success, and will also have much to live up to. The property will comprise only 170 rooms with a staff strength of 300, making it the smallest JW Marriott in the world by room capacity. However, the promise of the JW Marriott brand will thus be further enhanced by the exclusivity. Among rooms and facilities expected to boost upbeat and lavish architecture, MICE planners can also expect meeting facilities with latest technology and service just as exclusive and luxurious. Facilities

include a 754-square metre ballroom and up to eight function rooms of various sizes. MICE will be a priority for the JW Marriott Dongdaemun Square Seoul, Mr Tse adds, as it sets its sights on CEOS, managing director board meetings and events, as well as embassy and government business. “We will be targeting the crème de la crème of the MICE business/groups, with 20-30 delegates/rooms each – clients seeking the best in the business.” One of the key ways the team is planning to draw in the target group is via referrals, selected and direct sales pitches and cross-selling between global and sister properties. In early July, the property also arranged a local PCO Night event at the JW Marriott Seoul’s Bar Rouge to give guests a sneak preview of what’s to come. Some focus will also be on public relations, online marketing and social media to promote the property and create some buzz. “My priority now is to build up my performance team to create this unique product and deliver impeccable service true to the JW Marriott brand,” Mr Tse says. micenet Asia

Seoul identity Seoul stands firm as a favourite meetings destination exuding a mix of tradition and modern infrastructure. by Kristie Thong

KME 2013 welcome dinner.

IMEX-MPI-MCI Future Leaders Forum.

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South Korea’s capital city has been a strong contender on the regional competitive field in the MICE industry. According to criteria set by the Union of International Associations, it ranks fifth on a global scale for the third consecutive year, with a 10 per cent increase from 2011 to a total of 253 qualified meetings in 2012. Having established the Seoul Convention Bureau (SCB), the business events marketing division of the Seoul Tourism Organization, only in 2008, vicepresident Maureen O’Crowley feels Seoul is pretty good where it is for a reasonably late entrance. Two major events that were hosted this year include the 13th International Congress of Toxicology in May for 3000 attendees, and the 20th IFOS World Congress in June for 6000.

This June, Korea’s largest meetings industry tradeshow was held at the city’s Coex convention and exhibition centre. The Korea MICE Expo (KME) 2013, organised by the Korea Tourism Organization (KTO), drew an attendance of 350 buyers, key industry professionals and media over two days. “KME has been around for 12 years and has rotated around the country. But for the past few years, we’ve been bidding for the event to be hosted in Seoul and we were one of the organisers,” Ms O’Crowley says. This year, a shifted focus to develop the overall tourism package of Korea has led to the withdrawal of STO as an organiser of KME. However, Seoul held a significantly larger presence on the show floor, and 33 of its MICE alliance partners, comprising hotels, venues, PCOs and DMCs, were present at the STO booth.

seoul “We’ve always been an exhibitor, but this year we went all out. We’re trying to put the focus on Seoul, because we are the capital city and enjoy 50 per cent or more of all meetings. So we want continued interest.” STO and the Seoul Metropolitan Government were also the hosts of KME’s welcome gala dinner at InterContinental Seoul Coex Hotel on the first night, which included a sampling of Korean cuisine and a masterful showcase of Korean martial art taekwondo. Ms O’Crowley says the dinner is a way of supporting KME as an industry event, and to continue to play an advocacy role in highlighting the importance of MICE.

Gangnam buzz Korean pop star PSY’s music video, Gangnam Style, drew worldwide interest to Gangnam and officially placed Seoul on the map. Riding on the curiosity, STO launched its own informative video which drew attention to the popular attractions and meetings infrastructure of Gangnam, a major business and tourism district of Southern Seoul. Released late November last year alongside a social media promotion on STO’s MICE Facebook page, STO encouraged event participants to share their thoughts on Gangnam. The winner of the promotion campaign was Tyra Hilliard, an associate professor at University of Alabama, who incidentally attended KME 2013 as a guest speaker at

Gangnam Tourist Information Center.

the IMEX-MPI-MCI Future Leaders Forum using the round-trip tickets she had won. “Obviously ‘Gangnam Style’ wasn’t designed to be a viral video, but that’s exactly what it became – the ultimate viral video for Korea,” SCB PR coordinator Alex Paik says. On competition, Ms O’Crowley does not see the rest of Korea as much of a threat. “Certain cities in Korea are attractive, but overall infrastructure is still lacking, and as long as we continue to enjoy the competitive advantage we have as a capital city, we aren’t going to have any competition per se,” she says. Instead, she believes the competition is further away. “You want to say that your competitors are in Asia, but I feel our competitors are further away. I believe Asia needs to stand together, and we need the focus on Asia, because when we turn the attention to Asia we all stand a much better chance of winning.”

New spark With new attention drawn to Seoul thanks to Gangnam Style, STO launched a tourist information centre in June in the luxury shopping and medical-centric Apgujeong of Gangnam for international visitors. Operated by STO, Seoul Metropolitan Government and the Gangnam District Office, the two-storey centre is aimed at helping to expand tourism infrastructure by

The upcoming Dongdaemun Design Plaza.

offering general services such as currency exchange, reservation facilities, ticketing, luggage storage and the purchasing of transportation cards. The first floor is dedicated to information on medical tourism, while the second, the K-Wave Experience Zone, provides fans with various interactive stations featuring their favourite Korean celebrities. New meetings venues and hotels in the city are also in the pipeline. A popular tourism and shopping district, Dongdaemun, is expected to rise in prominence, with the launch of both unique meeting venue Dongdaemun Design Plaza and the JW Marriott Dongdaemun Square hotel next year. In 2016, Dongdaemun will also see the launch of a Hyatt Place property. Just like many other Asian markets, Seoul is focusing her efforts on attracting incentive groups, particularly from neighbours Japan and China. Ms O’Crowley feels the advantage of Korea is its ability to cater to groups coming from all parts of the world. “The Asians who are used to having a very old culture don’t tend to be impressed by old things. So Asians come here for the modern, trendy, futuristic Korea. Whereas I would say that people from the Americas or Europe are looking for an Asian uniqueness to it. They’ll want to see the palaces, and things traditionally Korean. You can still find traditional Korea, and it’s the important thing – for people to always hold on to their heritage and their culture,” she says.

You want to say that your competitors are in Asia, but I feel our competitors are further away. I believe Asia needs to stand together, and we need the focus on Asia, because when we turn the attention to Asia we all stand a much better chance of winning.” MAUREEN O’CROWLEY SEOUL CONVENTION BUREAU VICE-PRESIDENT

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Thailand

A day with Max Jantasuwan micenet ASIA joins a Bangkok-based event specialist on a site inspection of Pullman Bangkok King Power and finds out how he can use the hotel’s facilities and function space for future groups. by Sirima Eamtako

Boontawee (Max) Jantasuwan is one of the most experienced event specialists in Asia, honing his skills from Asia’s top DMCs – Diethlem Events, The MINT Organization and Asia World Destination Management – before opening Events Travel Asia. About the DMC Name: Events Travel Asia Start date: April 2, 2013 Specialty: Conferences and incentives Estimated number of delegates per group: No limit

Aksra Theatre.

Hotel lobby.

Before establishing Events Travel Asia (ETA), Max scored a record 100 per cent year-on-year growth on events revenue in 2012 for his previous company and had, as early as March, already secured contracts for 2013 that amounted to 80 per cent of total sales in 2012. Armed with years of experience and a reputation of delivering professional yet friendly service, Max’s newly-established DMC is in demand. Only days after its launch, ETA has secured a number of conferences and incentives. As of July, ETA has relocated to a larger office and hired its sixth employee – surpassing its first year budget of five employees – as business flooded in. Max also serves on the executive board of Thailand Incentive and Convention Association as chairman of the memberships and PR committee. Despite his hectic schedule, Max always finds the time to conduct site inspections of hotels and event venues, so as to better offer more choices to cater to the needs of his clients. He spent an evening at Pullman Bangkok King Power with micenet ASIA publisher El Kwang and journalist Sirima Eamtako. 24

micenet Asia

“I’ve used this hotel for my clients a few years ago, but it’s always good to walk through it again as most hotels constantly upgrade or add new facilities,” Max said. He lives up to his reputation as one of the most enthusiastic and energetic event specialists in Thailand. During the inspection, he left no stone unturned, with question after question about the hotel’s facilities and services. After walking through the hotel’s spacious lobby, Max commented that for groups of over 100 delegates, arrival and departure must be organised in scatters to provide smooth check-in and check-out. On the sixth storey where the meeting rooms were, Max pointed out that the builtin audio visual system was an excellent feature – one of the elements that he and his clients would look for when choosing a meeting venue. “The built-in audio visual system is logistically viable that allows a quick turn key if we are to alter the room set-up in case of a back-to-back event, which is more convenient and time-saving than bringing in an external system,” he said. Pullman Bangkok King Power offers 366 rooms, including 120 twin rooms, and 14

event spaces – five meeting rooms on the sixth floor and eight on the second, catering for up to 200 delegates theatre-style. It also has a 520-square-metre ballroom on the ground level for up to 600 guests. Other facilities include an infinity pool, a spa and free Wi-Fi. The adjacent King Power Downtown Duty Mall offers a 550seat Aksra Theatre for opening and closing ceremonies and 600-seat Ramayana Restaurant for upscale international buffet. He advised that for a four-day-threenight conference for 100 attendees, the hotel’s rooms and facilities would be ideal for a welcome cocktail at the outdoor Botanical Garden on day one, general sessions and breakout meetings at the ballroom on days two and three, and a team-building activity on the last day. Lunch can be organised at the hotel’s six F&B outlets during the conference days while dinner can be arranged either on-site, at the adjacent Ramayana, or at an off-site Thai restaurant. With the hotel located close to two BTS SkyTrain stations, including the Suvarnabhumi Airport Rail Link city terminal, team-building activities can include a treasure hunt along the BTS routes, which will allow delegates to learn more about Bangkok. Max believes that Pullman Bangkok King Power will be able to offer some cultural elements often overlooked in other hotels. The hotel warmly welcomes guests with garlands and drum shows by performers in traditional Thai costumes. As an added unique Thai touch, garlands are also placed in guest rooms for turndown service. When asked whether he would consider Pullman Bangkok King Power for his future group, Max said: “For regional conference of up to 150 delegates, yes.”

Thailand

Back in

business

Bangkok is not only experiencing a full recovery post-flood; MICE is now a key and stable source of revenue for the Thai capital. by Sirima Eamtako

Bangkok is swinging back to a surplus of MICE business as Thailand enjoyed a 7 per cent year-on-year growth in the number of foreign MICE visitors last year. The figure is expected to grow by 10 per cent to 940,000, generating revenue of US$2.93 billion in 2013. The Thai capital, though hindered by some of the country’s toughest crises including the mid-2010 political turmoil and late-2011 flood scare, was back in full swing when it hosted the four-day 2012 Rotary International Convention in May. Nothing was spared to showcase Bangkok’s ability to host one of the world’s largest conventions. Coupled with the government’s 270 million baht (US$8.7 million) financial support, some 30 public and private organisations were roped in to ensure a welcoming experience throughout, including visa and customs facilitations and the mobilisation of 35,000 Rotarians between 56 participating hotels and the main event venue – IMPACT Exhibition and Convention Centre. Bangkok continues to attract more large-scale MICE events, including the ITU Telecom World Exhibition for 20,000 international delegates to be held this November. 26

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The confidence in Bangkok as a meetings destination is 100 per cent back. Thailand is once again perceived as a stable country with a good economy.” MARC BEGASSAT PULLMAN BANGKOK KING POWER GENERAL MANAGER

This June, Bangkok hosted the Herbalife Asia Pacific Extravaganza which was attended by more than 23,000 delegates from 12 countries in the region. Between Bangkok, Bangalore and Seoul, the Thai capital was chosen to host three Herbalife mega events simultaneously for a total of 55,000 regional independent distributors. “The Bangkok event is the largest of our three extravaganzas held in Asia Pacific this year,” Herbalife Asia Pacific senior vice-president and managing director William M. Rahn said.

Thailand Convention and Exhibition Bureau (TCEB) president Nopparat Maythaveekulchai expected the event to generate US$60 million in economic impact to Thailand, in addition to highlighting the famous Thai hospitality, food and culture. The overall outlook of inbound MICE business to Bangkok is bright, according to Centara Hotels and Resorts senior vice-president sales and marketing, Chris Bailey. “MICE demand for Bangkok in 2013 is as strong as 2012, which saw business shifted from the flood period. A lot of

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Thailand

Bangkok Convention Centre.

Centara Grand & Bangkok Convention Centre at CentralWorld - Bangkok.

confirmed bookings and enquiries are for association gatherings.” Pullman Bangkok King Power general manager, Marc Begassat said: “The confidence in Bangkok as a meetings destination is 100 per cent back. Thailand is once again perceived as a stable country with a good economy.” He said that the hotel sees business coming from all sectors including automobile, pharmaceutical, higher education institution and non-profit organisations with groups averaging at 150-250 guests. However, he noted that while the hotel receives a lot of enquiries, it faces stiff competition not just from hotels within Bangkok but also in other Asian cities including Hong Kong, Singapore and Dubai. The hotel resorted to appointing three additional sales personnel earlier this year, joining the existing team of 10-12. The dedicated MICE sales team members are tasked to attend to all MICE business matters, from enquiries and bookings to managing post-event relationships. “[This is to] show the market that Pullman Bangkok King Power is serious about making their business events a success,” said Mr Begassat. MICE is considered one of the stable revenue generators for most hotels in Bangkok. “(To win) MICE business is hard, but once sold, everything is included. Hotels earn not only from room revenue, but all revenue that comes with it such as F&B spend,” said Mr Bailey at Centara Group, which operates two of Bangkok’s largest MICE hotels – Centara Grand 28

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at CentralWorld and Centara Grand at CentralPlaza Ladprao – each offering access to the Bangkok Convention Centre. According to TCEB’s 2012 data, international MICE visitors attending events stayed for an average of five and a half days with an average daily contribution of US$36 per person. Five-star hotels charged an average daily rate of 4956 baht (US$159) per room per night, according to a Jones Lang LaSalle report released in January. The capital has an inventory of some 636 hotels and 70,000 rooms, according to Thai Hotels Association president Surapong Techaruvichit. His figures exclude non-licensed hotels, serviced residences and guesthouses, which when combined can bring the total supply to over 100,000. More MICE hotels are added to the supply. Last year, Bangkok saw openings of the 240-room Okura Prestige Bangkok, 230-room Sofitel So Bangkok, 344-room Sofitel Sukhumvit Bangkok and 407-room W Bangkok. Hotels with MICE facilities slated to open between this year and the next include the 281-room Centara Watergate Pavilion Hotel Bangkok, 287-room Hilton Sukhumvit Bangkok, 300-room Holiday Inn Bangkok Sukhumvit 22 and 290-room Radisson Blu Plaza Bangkok Sukhumvit. “The Hilton Sukhumvit Soi 24, which will open in Q3 this year, will have exciting meeting and function facilities complete with innovative food and beverage offerings,” owning company TCC Hotels Group senior executive vice-president, Wayne Buckingham said.

MICE demand for Bangkok in 2013 is as strong as 2012, which saw business shifted from the flood period. A lot of confirmed bookings and enquiries are for association gatherings.” CHRIS BAILEY CENTARA HOTELS AND RESORTS SENIOR VICE-PRESIDENT SALES AND MARKETING

In terms of off-site venues, micenet ASIA understands that IMPACT Exhibition Management has been awarded a contract to manage and operate the Thai Post Building, dating back to 1880s, on Charoen Krung Road and close to three of Bangkok’s most popular MICE hotels – Mandarin Oriental Bangkok, Royal Orchid Sheraton Bangkok and Shangri-la Bangkok - on the riverside with easy access through BTS Sky Train network. The government is also addressing the traffic congestion in Bangkok. The MRT Subway Network will see four more extensions opening over the next two years while BTS Sky Train is also undergoing expansion. Both systems are semi-linked; BTS is linked directly to the Suvarnabhumi Airport Rail Link, a 15-minute Express Train connecting the city centre to the airport served by over 70 international airlines.

case study

Smooth operator

NAME OF EVENT

EMEA TAB Team Vacation 2013

CLIENT

Herbalife Europe Limited

VENUE

Angsana Laguna Phuket

WHEN

May 14-19, 2013

PAX

1100

DMC

Asia World Destination Management

PRODUCTION Inspired Event Travel BUDGET

Undisclosed

By Sirima Eamtako

Event overview Herbalife Europe Limited held a six-day vacation for 1100 of its top independent distributors from Europe, Middle East, and Africa in Asia. Thailand’s top beach resort destination, Phuket, was selected as the event destination. Angsana Laguna Phuket hosted 676 guests, the largest number of participants within the group, and also organised a welcome cocktail party for 800 guests at its XANA Beach Club.

Execution Angsana Laguna Phuket welcomed 676 guests that arrived on May 14 from different cities in Europe, Middle East and Africa. The resort’s Hospitality Lounge was blocked for their arrivals throughout the day. Herbalifebranded signage, flags, and pull-up banners were brought in to welcome guests and create anticipation of what was to be expected during the six-day period. The programme kicked off with a welcome cocktail party for 800 guests at the beachfront XANA Beach Club. The venue was transformed into an alfresco entertainment venue, complete with a state-of-the-art sound system and 35-metre swim-up pool bar with built-in LED lighting that burst into action when the music started. Guests were greeted with floral garlands from ladies in exotic Thai costumes. The highlights of the night included fire and percussion performances. During the stay, all 1100 guests were treated to daily dinners at Laguna Phuket hotels’ F&B outlets. Customised 30

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souvenirs such as Herbalife’s branded shorts, t-shirts, towels and other gifts were delivered to guests’ rooms daily. Throughout their stay, guests made use of complimentary facilities at the resort such as yoga and Pilates classes, kayaking in the lagoon and beach volleyball. A specially set-up boot camp by the beach with trainers provided beach activities daily and was popular with Herbalife’s guests. The event ended on a high note with the gala dinner held at Latitude, the 1000-square-metre marquee located by the lagoon within Laguna Phuket complex. A spectacular red carpet welcome was set up and organised by a local event production company, Inspired Event Travel, with staging and specialised lighting to create a unique Supper Club theme for the evening. A famous local band and cabaret show kept guests entertained while they enjoyed a Thai and International buffet spread catered by the resort.

Challenges & triumphs The biggest challenge for Angsana Laguna Phuket’s housekeeping team was to deliver customised gifts to over 300 rooms on a

daily basis. There were different sizes of t-shirts and shorts that had to be delivered to specific guests, and the housekeeping team showed that they had lived up to the client’s expectations by delivering the task without any glitches. During the stay, attendees were made to feel that little expense had been spared.

Event feedback The client expressed their satisfaction at the resort’s ability to facilitate smooth check-in and check-out, which also involved room changes and other specific requests from guests. They were also impressed with the capability to deliver quality guaranteed F&B for a large number of guests on a daily basis. From the venue’s standpoint, having a hospitality lounge “specially built to cater to big groups made the welcome experience of Herbalife’s guests much more impressive. Also, our FIT guests were not interrupted at the front office area,” Angsana Laguna Phuket front office manager, Kanittha Detmak said. The resort’s assistant director of events, Mirel Kostons, said that guests were impressed with the welcome cocktail party at the XANA Beach Club. “The combination of sleek modern décor and lighting system filled the space with an impressive display of changeable colourful LED lights, giving a fashionable feel to the space.”

Thailand

The Phuket pull

Angsana Laguna Phuket.

High demand from leisure and large-sized MICE groups prompts policymakers and Thai privately-owned companies to beef up infrastructure in the attractive beach destination and make room for more. by Sirima Eamtako

Angsana Ballroom, Angsana Laguna Phuket.

Phuket and the Thailand Convention and Exhibition Bureau (TCEB) are working together to make Phuket a MICE hub in the Thai southwestern coast region. As part of the plans, Phuket is getting infrastructure improvements including a larger airport, a more extensive air and road network, as well as a host of tourism facilities that include some 5000 upcoming hotel rooms. Last year, Phuket hosted 788 MICE events and generated 4.82 billion baht (USD $155million) in revenue, which is second to Bangkok. Of the total, international MICE activities contributed 4.72 billion baht from 59,066 foreign MICE visitors. Despite the Thai government’s decision to scrap the MICE centre plan after almost two decades of planning, micenet ASIA learns that at least two privately-owned 32

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Thai companies are working on blueprints of MICE complexes near Patong Beach. If everything goes as planned, one of these will be managed by IMPACT Exhibition Management. Mövenpick Resort and Spa Karon Beach Phuket general manager, Hansruedi Frutiger said: “I do not see that there is a need for a large convention centre in Phuket as we are able to handle large conventions previously.” He said Mövenpick Resort and Spa Karon Beach Phuket shared rooms with Hilton Phuket Arcadia, Le Meridien Phuket and Centara Grand Beach Resort when any MICE group is too large to handle alone. “In the Laguna area, it is similar that all the hotels provide different room categories for the MICE organisers’ request.”

The four properties mentioned by Mr Frutiger are located on Karon Beach, within short travelling distance to one another and just under an hour drive from the airport, offer 1644 rooms combined. Each provides a number of meeting rooms, including grand ballrooms that can host from 780 to 1200 delegates. Over at Laguna Phuket on Bangtao Beach, about 20 minutes drive from the airport, this integrated destination offers nine deluxe resorts with more than 1300 guest rooms and villas, 24 meeting rooms, and the stand-alone Latitude marquee providing up to 1000-square metre air-conditioned space. In April and May 2012, Laguna Phuket hosted the island’s largest extended corporate gathering – an Amway China

Thailand

Movenpick Resort and Spa Karon Beach - Beach party.

Movenpick Resort and Spa Karon Beach - Gala dinner setting.

I do not see that there is a need for a large convention centre in Phuket as we are able to handle large conventions previously.” Hansruedi Frutiger Mövenpick Resort and Spa Karon Beach Phuket general manager

leadership seminar involving 15,000 delegates in a month-long rolling programme of activities that included nightly gala dinners for 600-900 delegates. During this time, the other parts of Laguna Phuket operated as usual for other guests. While large MICE groups such as NU Skin and Amway from China and Herbalife Europe went to Laguna Phuket, Mövenpick Resort and Spa Karon Beach Phuket – which can accommodate a group of up to 350 guests at any one time – was the official venue for the International Water, Energy and Environment Congress from Asia Pacific, a large medical conference from Europe and a BMW meeting. Karon and Laguna Phuket are more popular with large MICE groups due to their readiness in terms of facilities and large number of rooms when combined among same star-rating hotels. Patong, which already has a large number of hotel rooms, would become another important location for large MICE groups in Phuket should the planned, privately-built MICE venues materialise. Laguna Phuket assistant vice president – destination marketing, Debbie Dionysius cautioned that during the high season, 34

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most hotel rooms in Phuket would be booked by leisure travellers, and so it would be difficult finding enough guest rooms to serve a large-scale exhibition and convention centre on a year-round basis. “This is part of the reason why the MICE centre has not been built in Phuket. Hotels and resorts with their own largescale MICE capacity, such as Laguna Phuket, are therefore able to secure such business,” Ms Dionysius said, adding that the best time to meet in Laguna Phuket is from March to mid-December. Phuket is predominantly a leisure destination, attracting mostly holidaymakers from Europe, Scandinavia, UK and Russia during winter – from October to March, leaving April to September ideal months for large conferences and conventions. High demand from both leisure and MICE business has resulted in the Phuket Airport seeing more international direct schedule and charter flights. It has handled over its capacity of six million passengers annually in the last few years, including 9.5 million passengers last year. The airport will be expanded to handle 12.5 million passengers when the 5.8 billion baht expansion is completed in 2015. Phuket Airport currently handles 46 airlines providing direct air access to Phuket from Asia, Oceania and Europe, including connections in the Middle East via flights operated by Emirates and Qatar Airways. Thai Smiles launched a direct service between Phuket and Mumbai in April, offering the Phuket suppliers an opportunity to attract more MICE and wedding groups from India.

Lagoon Lawn.

“Phuket becomes increasingly more interesting because of the airport expansion and new air lifts, and we are looking at introducing a strong MICE product on the island,” Centara Hotels and Resorts senior vice president sales and marketing, Chris Bailey said. On new properties, Pullman Phuket Arcadia Naithon Beach, opened mid-2013 with five meeting rooms and six outdoor function spaces for 10 to 400 guests, is eyeing meetings, incentives and weddings from Asia, Middle East and Australia while keeping a close watch on Russia and Europe. The resort’s sales and marketing director Matt Fynch said Pullman Phuket Arcadia would enter the market with a promise of IT innovations as part of Accor’s five-star upscale brand, offering free Wi-Fi throughout the resort and a connectivity lounge that provides private rooms with LCD screens and Skype. He said: “Our resort is tech-savvy, with high speed, mobility, and intuitive technology. We offer IT solutions managers that support the nomadic lifestyle of our business or leisure guests.” Pullman Phuket Arcadia Naithon Beach’s 277-key inventory is part of the 5000 new hotel rooms slated to open in Phuket between this year and 2015. The entire Phuket island currently has a supply of 636 hotels, including three- to five-star properties, with about 38,000 rooms, as well as another 20,000 bungalows. Last year, Phuket’s market-wide occupancy hit 76 per cent and an average rate of US$142 per night, according to Phuket-based hospitality consulting firm, C9 Hotelworks.

Taiwan

On a roll With past MICE efforts proven successful, a new four-year plan is in place to further secure Taiwan as one of the leaders in the regional business events landscape. by Kristie Thong Managing Director of UFI, Paul Woodward, speaking at AMF 2012.

Taiwan, like several other countries in Asia, saw the importance of business events years ago. Its efforts to promote MICE in the country started in 2005, under the direction of the Bureau of Foreign Trade (BoFT). In the four-year Taiwan MICE Advancement Program, it comprised subsidiary projects in overall implementation, hosting of international meetings, international marketing and promotion, and MICE training and certification. Together with the Taiwan Exhibition Competitiveness Project, the mission then was to strengthen the foundation of Taiwan’s business events industry. Fast forward to 2013 and Taiwan is seventh amongst Asia-Pacific markets ranked for the number of meetings hosted in 2012, according to the International Congress and Convention Association. Taipei was also the sixth most active city in Asia, a further indication of efforts not wasted. The Taiwan External Trade Development Council (TAITRA), a non-profit co-sponsored organisation to help foreign trade, is not resting on its laurels. With 40 years in the industry, it has effectively grown 46 branch offices abroad and 10 contact points in Mainland China to garner sufficient representation.

AMF 2012.

This year, it has set a new goal for the MICE industry via a four-year pilot programme, with the sole purpose to further promote Taiwan as an appealing MICE destination to the world and attract international conventions to the country. One of TAITRA’s continuing efforts is the implementation of the Asian MICE Forum (AMF), organised by BoFT, Ministry of Foreign Affairs for eight consecutive years. “The AMF’s goal is to strengthen the competitiveness of Taiwan’s MICE industry and provide an international cooperation platform for MICE experts,” TAITRA executive vice-president, Walter Yeh said.

Taipei.

micenet Asia

This year, the AMF will take place from September 11-12 at the Taipei International Convention Center with a focus on creative marketing. Comprising a discussion for CEOs, five keynote speeches and five panel discussions, TAITRA is aiming to zero in on hot industry topics such as MICE marketing with innovative services, top technological trends and cross-strait business cooperation opportunities in the exhibition, meeting and incentive travel industry. Sharing global insights will include the presence of MICE experts from ICCA, International Association of Exhibitions and Events (IAEE), The Global Association of the Exhibition Industry (UFI) and more on stage. Keeping topics timely and relevant and attracting attendees can be a challenge for any annual event, Mr Yeh believed, hence there is a need for content that is fresh and innovative. What was encouraging for Taiwan was the record number of foreign participants at AMF last year, with foreign attendees making up 27 per cent. “The Forum attracted over 550 participants from 24 countries, including delegates from the Vietnam tourism industry and representatives from Malaysia, Indonesia, Philippines and the Thailand Convention & Exhibition Bureau. This shows the AMF has proven itself to be a major event for the Asian MICE industry,” Mr Yeh said.

Malaysia

Asia like never before

Imagine building team spirit while you partake in lion dancing and the lively Chingay procession of flags within the ornate grounds of a Chinese clan house. Competing in a cook-out of Malay cuisines using exotic spices and herbs. Paddling your way on a trishaw to unravel Penangâ&#x20AC;&#x2122;s colourful past. Or fuelling your adrenaline at the F1 Sepang International Circuit. All designed to exclusively motivate your high achievers.

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Malaysia - Asiaâ&#x20AC;&#x2122;s Business Events Hub

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case study

Healthcare conference puts KL on global map

NAME OF EVENT

7th International AIDS Society Conference on HIV Pathogenesis, Treatment and Prevention (IAS 2013)

ORGANISER

International AIDS Society & Centre of Excellence for Research in AIDS, University of Malaya

VENUE

Kuala Lumpur Convention Centre, Kuala Lumpur, Malaysia

WHEN

June 30 - July 3, 2013

PAX

Over 5000 delegates

BUDGET

Undisclosed

by Sirima Eamtako Plenary Session, IAS 2013.

Event overview The IAS Conference on HIV Pathogenesis, Treatment and Prevention is organised every two years by the International AIDS Society, which celebrates the 25th anniversary of its commitment in a global combat against HIV/AIDS this year. The IAS conference is the world’s largest scientific meeting that focuses on latest developments in related HIV/ AIDS research. Kuala Lumpur was chosen as the host destination for the IAS 2013 due to the Malaysian government’s understandings of HIV prevention and commitment to providing free HIV treatment to all citizens in need of antiretroviral therapy. The IAS 2013 secretariat has also tagged Malaysia as convenient, affordable and safe, while Kuala Lumpur Convention Centre (KLCC) was said to be centrally located and within close proximity of a wealth of international-standard accommodation.

Execution IAS 2013 local co-chair Prof. Dr. Adeeba Kamarulzaman, who is also director of the Centre of Excellence for Research in AIDS and dean of the Faculty of Medicine in the University of Malaya, said the co-chairs took about one year to prepare for the conference’s programming and fund-raising. Malaysia Convention and Exhibition Bureau (MyCEB) general manager of sales and marketing, Ho Yoke Ping, said that the MyCEB team went to the IAS headquarters 38

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in Geneva prior to the conference to conduct a presentation about Malaysia’s “do and don’t” with culture and business protocol. MyCEB also supported in organising the conference as well as the facilitating last-minute visa requests for foreign speakers. During the conference, the entire KLCC was reserved and all sessions were held in-house. Hotels within immediate vicinity of KLCC were occupied by the conference delegates. As a protocol, each delegate had to wear a badge bearing an identity barcode for verification each time they entered the conference area.

Challenges and triumphs Planning the conference programme was particularly challenging as Malaysia was the first country in Asia and the first Muslim country to host the IAS Conference, Prof. Adeeba said. “People are less aware that Malaysia is a conference destination, but our strengths include international-standard convention centres and accommodation, food and culture,” she said. “A five-star

The conference used less printing materials and more online platforms, and any items bought to facilitate the event, such as massage chairs, were donated to local charitable organisations post-event.

Prof. Adeeba.

hotel room costs less than US$300 a night, which is cheaper than a three-star hotel room in the US.” Perception over distance and travel time were also some concerns that could deter delegates from attending, in comparison to IAS 2011 in Rome which attracted some 6500 delegates. However, Prof. Adeeba said that the efficient IAS secretariat managed to execute a smooth conference this year and attracted over 5000 delegates despite targeting only 4000.

Event feedback The highlight of IAS 2013 was the launch of the World Health Organization’s (WHO) updated global guidelines for antiretroviral therapy, and the conference programme entailed sessions related to it as well as topics that involved research on the cure of AIDS. Another achievement of IAS 2013 was its environmentally-friendly initiatives. The conference used less printing materials and more online platforms, and any items bought to facilitate the event, such as massage chairs, were donated to local charitable organisations post-event.

At the 5-star One World Hotel, you can expect ample space, luxuriously appointed with spectacular chandeliers and state-of-the-art facilities including simultaneous interpretation system, live feed facility and mood lighting with variable colour setting and free Wi-Fi. However, what makes corporate functions here extra special is the opportunity to put fun back into functions.

Meeting facilities, recognised by the world.

Take a refreshing dip in our pools, lose yourself in a sensual massage, treat yourself to award-winning cuisine, catch the latest action flick, enjoy a round of golf or indulge in retail therapy. There’s so much to do and experience, especially with the 1 Utama shopping centre right next door. What’s more, we have been recognised locally, regionally and internationally as the Best Convention Hotel, so you know that you’ll be in good hands. Anything’s possible in One World. To add some excitement to your next event, speak to our Conventions and Events team today at 03-7712 2289 or email cne@oneworldhotel.com.my

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first avenue, bandar utama city centre, 47800 petaling jaya, selangor, malaysia. toll free domestic: 1300 88 7888 toll free international: 1800 88 7888 tel: 603 7712 2289 fax: 603 7712 2290 email: cne@oneworldhotel.com.my website: www.oneworldhotel.com.my

micenet Asia

Out in the

wild By Kristie Thong

NAME OF EVENT

National Electrical and Communications Association Conference

CLIENT

National Electrical and Communications Association

VENUE

The Westin Langkawi Resort & Spa, Malaysia

WHEN

April 15-19, 2013

PAX

120

ORGANISER

Flight Centre

BUDGET

Undisclosed

micenet Asia

Event overview

Execution

National Electrical and Communications Association (NECA), an Australia-wide association representing the interests of electro-technology industry contractors, held a five-day conference for its members to network and acquire knowledge of the latest trends in the field. Attendees arrived on April 15-16 and were given free rein to explore Langkawi and the resort. The conference kicked off on the 17th, consisting of two different conference schedules depending on the preference of the attendees, and the day ended with a welcome dinner. The conference officially ended on the 18th with a jungle-themed dinner organised by the resort. Attendees were able to further explore the island on the last day, and depart from Langkawi.

The Westin Langkawi Resort & Spa used all of its MICE facilities for the NECA Conference. The pool side was beautifully arranged for the welcome barbeque dinner, but the plan had to be scraped due to bad weather conditions and it was moved to the Lower Lobby instead. The conference also involved a cooking workshop for a Master Chef Challenge, which the resort hosted at the Lower Lobby. NECA requested for a health talk to be conducted at the Heavenly Spa, located on the beachfront. The event included the making of facial masks with natural ingredients, which was provided by the resortâ&#x20AC;&#x2122;s spa experts and concocted by the delegates, who were provided with recipes depending on their skin type. The Heavenly

case study

arrangement supplier Darling Florist, sound and lighting company Low Frequency, and local entertainment company Gema Sari. A spokesperson for The Westin Langkawi Resort & Spa said working with several external parties showed the team’s capability to handle and communicate with not only the client but also other vendors involved. One challenge the team at the resort faced was to convince NECA to host the welcome dinner on the sheltered Lower Lobby on account of bad weather. The initial preferred plan was to have the dinner by the pool side, which would boast a spectacular view of the Andaman Sea, but the team managed to convince them to take up the alternative.

Event feedback

Spa was closed specially for this event, with only in-room spa treatments offered to other guests during the time. Previously having discontinued its Jungle Fever Theme Gala dinner due to logistical reasons, The Westin Langkawi Resort & Spa reinstated it for NECA on

the second evening of the conference as the theme brought out the true essence of Langkawi as a nature park.

Challenges & triumphs The conference involved set-ups by third party vendors such as décor and floral

NECA felt the team at the resort did an amazing job, particularly with the Jungle Fever Theme Gala Dinner, which was a highlight of the conference. Among some lessons learnt, the resort’s spokesperson said it was imperative to always ask for the full itinerary and also if there are any third parties involved, and to always have a back-up plan available. micenet Asia

Malaysia

MyCEB at MEA 2013.

MEA 2014 picks Malaysia Among a series of industry victories coming to fruition this year is the Malaysia Convention & Exhibition Bureau’s successful bid to host Australia’s respected meetings industry conference next year. by Kristie Thong

Set to be hosted at the Kuala Lumpur Convention Centre (KLCC) from May 15-17 next year, it marks the second time the Meetings & Events Australia (MEA) Annual National Conference is taking place out of Australia, and a first in Southeast Asia. The dates have been selected to precede IMEX Frankfurt, providing a convenient stopover for MEA members attending the tradeshow. MEA 2014 is expected to draw over 600 business events professionals from Australia, New Zealand, Malaysia and Singapore, and is estimated to generate RM6.4 million (US$2 million) in economic impact for Malaysia. “This close collaboration is definitely a win-win opportunity for both Australia and Malaysia as it will mutually benefit and boost business opportunities and relationship between both countries, especially in the area of business events industry,” Malaysia Convention & Exhibition Bureau (MyCEB) general manager of sales and marketing, Ho Yoke Ping told micenet ASIA. Convincing MEA to take its conference offshore had been the main barrier in securing the event, Ms Ho said, but it was 42

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“propelled by the fact that MEA on its own had, for some time, the intentions to expand its horizons and relations beyond Australia”. MEA chief executive officer, Linda Gaunt said, “Choosing Malaysia is very timely as Australia looks to strengthen its trade and economic ties with Asia. Malaysia is certainly an appropriate choice for the MEA 2014 Conference as it has an excellent track record for hosting international conventions.” The bureau convinced the association that hosting the event in Malaysia would be cost-effective for organisers and would also present value for money for delegates, despite the distance between the two countries.

MyCEB further secured the bid by emphasising that Malaysia possessed the appropriate facilities to accommodate the conference, hosting a site inspection at the KLCC for MEA to showcase its capacity and support. “The KLCC is a perfect fit with exceptional supporting infrastructure making it very convenient for delegates. It is an excellent platform for the industries of Asia and Australia to engage, collaborate, build business networks and exchange ideas in what is the most dynamic growth region in the world,” Ms Gaunt added. While details of the promotional campaign have not been finalised, Ms Ho shared that MyCEB will be working closely with MEA to incorporate key messages for the conference. The theme set for next year, Embracing the Asian Century, will aim to provide a focus on building business relationships between Asia and Australia, while other core topics will be developed by MEA based on membership needs and feedback. A range of speakers and content from Asia, previously not seen at MEA, will also be introduced at the conference. Additionally, a selection of pre- and post-event tour suggestions for delegates and their partners will be made available, including visits to idyllic tropical isles, ancient rainforests, heritage sites and late-night markets, as well as ample time to sample the country’s great fusion of Asian cuisine. This comes on the back of the announcement made at the closing ceremony of the MEA Annual Conference this year in Darwin.

This close collaboration is definitely a win-win opportunity for both Australia and Malaysia as it will mutually benefit and boost business opportunities and relationship between both countries, especially in the area of business events industry,” HO YOKE PING MALAYSIA CONVENTION & EXHIBITION BUREAU GENERAL MANAGER OF SALES AND MARKETING

micenet event

Singapore welcomes The Star A newly-revamped complex based in Sydney decided to attract Singaporean event buyers by heading down personally to the garden state and giving them a taste of the Australian hospitality. The Star, Sydney’s premium entertainment destination, engaged micenet ASIA to manage its first showcase event in Singapore on June 11, 2013. Since the AUD$870 million (US$788 million) redevelopment including the opening of the latest five-star hotel, The Darling, and the AUD$100$100 million Event Centre, The Star team had been eager to engage Asian buyers through such in-market activities with the support of their bureau, Business Events Sydney. Lantern Bar at the Fullerton Bay Hotel, Singapore was selected as the venue for 60 guests comprising a mix of corporate event managers, destination and event management companies, and travel management companies. The objective and brief from The Star was to host a friendly and relaxing two-hour cocktail party, with good food and wine that would reflect the spirit of Australian hospitality. On the day of the event, The Star sales team Amanda Lovett and Sandy Tsang flew down from Sydney to attend the event, along with Business Events Sydney director from the Asia office, Sinead Yeo. These Sydney ambassadors kept formalities to a minimum, mingling with guests and answering any questions guests had 44

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about Sydney and The Star. The evening also provided the opportunity for guests to catch up with fellow industry colleagues or discuss business opportunities. Towards the end of the event, The Star surprised the audience by giving away return business class tickets to Sydney for two, and accommodation at the hotel to a guest. Everyone else in attendance also received a complimentary two-night stay voucher at The Darling hotel. The Star general manager of sales and marketing, Jakki Temple said: “There is no better way to showcase The Star’s hospitality than to invite every one of these guests to stay at The Star when they next visit Sydney.” Cisco Systems (USA) Pte Ltd. APJC region meetings manager, Paulyn Lim said that she had gained a better insight of The Star and had a “wonderful time getting to know the right people from The Star as well as Business Events Sydney”. Guests felt it was generous of The Star to give out complimentary accommodation at The Darling to every attendee. “I’ve heard so many good reviews of The Star Sydney but have not personally experienced it, so I’ll definitely take this opportunity to make a trip to Sydney and find out more!”

Safe2Travel Pte Ltd. MICE manager Frances Hui said. When asked what she learnt about The Star, Pacific World regional director for Singapore and Malaysia, Selina Chavry said it is an exciting new events space because it combines business, leisure and entertainment for events and incentives. “The 4000-capacity Event Centre gives it an edge over surrounding properties; it is an ideal venue for MICE events. We are confident there will be many opportunities for Pacific World to work with The Star in the future,” she said. micenet ASIA vice-president, El Kwang contributed the success of the event to the Lantern Bar team: “Maybelene Chua of the venue events team has been wonderful to work with from the point of enquiry to its delivery. She thought of everything including a wet weather venue option within the hotel at the first site inspection.” “This was the first event in Asia that we’ve helped The Star with and we’re thrilled with the results. It was a great opportunity to share the news about what’s happening in Sydney. This is just one way that we are continuing to proactively engage with the Asian market and strengthen our links with our networks,” Ms Yeo said.

ADVERTISEMENT FEATURE

The Star beckons Sydney’s premium entertainment destination is the next big thing

For more information, contact the sales team at +612 97779000 or starsales@echoent.com.au

Sydney’s iconic Harbour Bridge and the Opera House are well-known treasures forming the familiar city skyline. Yet seated on the edge of the Sydney Harbour and China Town within the CBD is an enigmatic force that has elevated the benchmark of service standards. The Star, a multi-purpose complex of international standards, has undergone an AUD$870 million redevelopment ready to cater to the influx of Asian travellers and MICE visitors. Located a short drive from the Sydney airport, along with a light rail at the doorstep and a private wharf, it features three hotels, a worldclass casino, award-winning restaurants and bars, a luxury retail collection, and a night club. With a range of team-building activities available on-site, the recent opening of a state-of-the-art Event Centre further secures The Star as an all-encompassing venue for event organisers. The Event Centre has hosted A-list acts from all over the world, including the Big Four and Comedian Chris Tucker’s one-man show. It has been designed to cater to conferences, exhibitions and gala dinners, as well as award ceremonies and intimate concerts. With a capacity to welcome 960 guests ballroom- or banquet-style and up to 3,000 theatre-style, its pre-function space is also able to accommodate all 960 guests for pre-dinner drinks. The 2,400-square-metre pillar-free space is the largest banquet area of any hotel in Sydney. One highlight is its distinctive gemstone shape and translucent glass shell exterior, where the use of backlighting within the glass façade allows the venue to transform into different colours at night, making it visible from various corners of the city.

The Event Centre also has the flexibility to adapt to various configurations: 720 of its retractable theatre seats can be quickly stored to expose a 1,077-square metre flat floor space. It also boasts an outdoor deck with unobstructed views of the Harbour Bridge and city skyline. The Australian Tourism Exchange (ATE), the travel and tourism industry’s largest tradeshow in the southern hemisphere, hosted its grand finale on the balcony of the Event Centre in April. The Last Shout, hosted by Tourism Australia, was a way to thank buyers, exhibitors and media in attendance from Asia, Europe and America. Tourism Australia managing director Andrew McEvoy commented: “The Last Shout at The Star was the perfect evening to bring to a close a very successful ATE in Sydney. The celebration was designed to show Sydney off in a fitting farewell, and to leave a lasting impression on the largest travel and tourism buyers and influencers in the world.” The Darling, a deluxe boutique product, is an integral part of The Star. Opened in October 2011 as the first five-star property launched after the Sydney 2000 Olympics, it has won world-wide acclaim with its distinctive inverted glass tower rested on a sandstone podium, 171 stylish and spacious rooms, suites and penthouses, an infinity pool and 16-room luxury spa. Event organisers and delegates can also enjoy a variety of international cuisines at The Star, including contemporary Japanese at Sokyo, Chinese at Century, Italian at Balla, contemporary Australian at BLACK by ezard, and fusion at Momofuku Seóbo.

micenet Asia

cibtm.com

The five star event for the business travel, meetings and events industry in China and Asia.

CIBTM is officially endorsed by the China National Tourism Administration and the Beijing Municipal Government

For more details on exhibiting opportunities and the Hosted Buyer Programme, visit www.cibtm.com CIBTM IS ORGANISED BY

CIBTM IS CO-HOSTED BY

CIBTM IS PART OF THE REED TRAVEL EXHIBITIONS MEETINGS, EVENTS AND BUSINESS TRAVEL INDUSTRY PORTFOLIO

micenet event The Mira, Hong Kong.

Hong Kong speaks up A roundtable forum in Hong Kong reveals issues such as transparency and the importance of service delivery within event management. In June, micenet ASIA and The Mira Hong Kong hosted a dinner forum for Hong Kong-based event professionals from event management companies (EMCs) such as Imagination, cievents, Jenny Lie Event Management and Pico. Held at The Mira’s upscale Chinese restaurant, Cuisine Cuisine, seven event professionals in attendance got a taste of culinary excellence from a menu including pan-fried scallops in pepper wine sauce, grilled lamb chop with cumin, braised bamboo piths stuffed with black fungus and asparagus, and double-boiled Hokkaido milk with lychee purée. They were joined by The Mira director of sales and marketing, Eva Kwan, senior sales manager for MICE, Alice Mui, and sales manager for MICE, Denise Chiang. Transparency and trust were some of the key topics discussed during the forum, which many felt the former was

lacking in Hong Kong. Attendees agreed that transparency is crucial for events, and that often translated to gaining trust and cohesiveness amongst all parties involved. “We have to deal with many parties for one event – from ad hoc freelancers, partners, suppliers, venue – and it is good to increase the transparency to a certain level, so that all parties will be able to understand the reasons for certain things that need to happen,” Jenny Lie Event Management general manager, Jenny Lie said. One of the points brought up was the hesitation towards acquiring new suppliers, as companies worked with previously are already aware of the EMC’s or client’s specific needs and have

established a reputation as being able to deliver. One event booker expressed the importance of a supplier making a mistake and admitting to it, stating that trust is gone the moment a supplier tries to evade the situation or make excuses. “And how can I trust that the supplier will not make the mistake again, when he does not even own up to it and offer suggestions to rectify the mistake?” she asked. This transparency will create a sense of loyalty and continued honesty which event organisers and their suppliers need at any moment from planning to execution, Ms Lie said. “Be honest about any problem and it is good to share issues, but also only with other replaceable solutions we are able to think of,” she added. On the issue of service delivery, event professionals agreed that there should be greater collaboration between event companies and venues/suppliers. By becoming more transparent on issues pertaining to the client, they will be able to work together to create a better experience, which is often a similar goal for all parties involved. micenet ASIA vice-president El Kwang concluded the topic, commenting: “EMCs and venues have to remember that they are both servicing the end user, and why communicating frequently helps assure the client that they are both in it for the event together.”

Cuisine Cuisine at The Mira.

micenet Asia

The city is alive New efforts doled out this year could be the driving force steering attention from emerging Asian markets back to the vibrant city of Hong Kong.

Courtesy of Hong Kong Tourism Board.

by Kristie Thong

View of Hong Kong from Victoria Peak.

Cruise lines.

The Hong Kong spirit is infectious. Business travellers and MICE professionals find themselves returning to the city year after year, rejuvenated by the fast-paced culture filled with mind-numbingly good cuisines, shopping and attractions. Along with good infrastructure and a transportation system running itself like clockwork, the city has also established itself as a mature MICE market due to excellent service delivery standards and efficiency. “Hong Kong is a wonderful city with a level of sophistication you would expect as one of the world’s leading international finance centres,” Sydney-based cievents director of supplier relations, Caroline Gair says. “It offers its visitors not only a cultural experience for those interested in its history, but all the ‘bells and whistles’ of a modern society with a real sense of fun and excitement.” Likening Hong Kong to the New York of Southeast Asia, she feels the city ticks all the boxes as a market for conferences and incentives. 48

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Central, Hong Kong.

“Excellent airline capacity from all Australian capital cities in and out of Hong Kong, a great range of hotel products in all categories to suit all budgets, amazing food with an array of cuisines on offer and of course, no tax on alcohol which can be a significant saving when you have large numbers. Service delivery is exceptional and overall our experience with suppliers has been excellent,” Ms Gair says. Tightened corporate budgets in the face of a volatile global economy have placed the industry on tenterhooks as it witnesses a dampened state of consumer confidence and travel sentiments. Undeterred, the Hong Kong Tourism Board (HKTB) went ahead with the launch of its 2013 MICE campaign. Themed “Hong Kong – The World’s Meeting Place”, it has been working closely with event organisers, local attractions and venue operators to roll out initiatives to attract event organisers with a segment-focused approach.

While efforts have proven to be promising thus far, with a 8.1 per cent growth recorded in the first quarter compared to the same period last year, the challenge for Hong Kong is a dwindling interest as event organisers start to look elsewhere. “As a destination with a strong affiliation with the Australian traveller, many of our customers have previously visited Hong Kong either as a leisure

It offers its visitors not only a cultural experience for those interested in its history, but all the ‘bells and whistles’ of a modern society with a real sense of fun and excitement.” CAROLINE GAIR CIEVENTS DIRECTOR OF SUPPLIER RELATIONS

Hong Kong traveller or as a delegate and are looking at trying somewhere new and different,” Ms Gair says. With markets like Singapore and Vietnam coming to mind as destinations of interest in recent times, she feels Hong Kong has to keep people interested. “It is about selling the destination holistically and putting forward a programme which reignites people’s interest in the amazing territory.” Hong Kong recently welcomed the launch of a US$1 billion cruise terminal on the Victoria Harbour, which a HKTB spokesperson believed is destined to become a stunning new gateway to welcome visitors to the city. The terminal features two berths, which will open in two phases this year and 2014. Each berth is designed to accommodate the biggest vessels in the world, along with a three-storey terminal building to clear 3000 passengers per hour through immigration and customs channels, and a landscaped roof garden. The HKTB spokesperson adds that the cruise terminal is expected to offer diversified itineraries for regional tourism, and in some cases, be an alternative venue choice for events. “There is always something new in Hong Kong to keep you interested. Each time I go there I venture out a little more,” Ms Gair says.

A shout out Hong Kong consistently connects with the global market via industry tradeshows. Its own ITE & MICE expo, in the 27th edition of ITE and the 8th of ITE MICE, has a highly international profile with 86.5 per cent of exhibitors from outside Hong Kong. Held from June 13-16 at the Hong Kong Convention & Exhibition Centre, the show this year was 6.6 per cent bigger in scale with a record 680 exhibitors from 46 countries and regions. Of the 46 exhibiting destinations, 41 per cent came from Asia, 28 per cent from Europe, 11 per cent from the Americas & Oceania, and 20 per cent in Africa and the Middle East. The first two days dedicated to trade visitors saw a total of 11,872 buyers and visitors, with 72 per cent coming from

Hong Kong, 20 per cent from China and 8 per cent from abroad. Visits from travel agents and tour operators also increased 5.8 per cent at 6055 during the first two days. Approximately 100 seminars and meetings were held in the four-day exhibition, including a corporate travel seminar by The Association of Corporate Travel Executives and functions by The Guangdong-Hong Kong-Macau Hotel General Manager Association. Organised by TKS Exhibition Services Ltd., ITE & MICE is also supported by China National Tourism Administration, Hong Kong Tourism Board, Travel Industry Council of Hong Kong and Macau Government Tourist Office, trade associations of travel agents and event industries from Hong Kong and in the region.

ITE & MICE expo 2013.

micenet Asia

case study

Eye on the art

Event overview Hong Kong Eye presented by Prudential opened on May 1, 2013 at ArtisTree, TaiKoo Place, Hong Kong. The exhibition, which was part of a touring programme covering London and Hong Kong, looked to recast and illuminate significant narratives in Hong Kong contemporary art by presenting key works by 24 emerging and more established artists from Hong Kong. The exhibition was the largest international showcase of Hong Kong contemporary art to date, and was curated by Hong Kong curator Chang Tsong-Zung (Johnson Chang), co-founder of Hong Kong Eye Serenella Ciclitira, and Nigel Hurst, chief executive of the Saatchi Gallery, London. As principal sponsor, Prudential was able to spearhead a series of signature events in Hong Kong which allowed guests to gain a greater insight and appreciation of Hong Kong contemporary art.

Execution Hong Kong has a thriving and growing arts and culture scene. It provides a lot of opportunity for corporations not only to 50

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support community and cultural initiatives, but also engage with their customers, staff and other key stakeholders in a rewarding and out-of-office environment. Special guests were invited to attend exclusive viewings of the exhibition at Hong Kong Eye. By invitation only, these viewings were hosted to allow more time for Prudential to connect with their guests in recognition of their relationships with them, while not taking the attention away from the art of display. At the opening preview, there was also a media tour where art curators led the media throughout the exhibition and gave a personal touch to the art on display. A number of educational tours and seminars were also organised in partnership with the Asia Art Archive. Attention was given to ensuring that the overall exhibition experience was enhanced, but not overwhelmed. As admission to the exhibition was free to the public, this also helped to promote Hong Kong Eye to the wider population of Hong Kong.

Challenges & triumphs The key challenge involved the logistics of moving in a large-scale exhibition within a two-day time frame. As there were many parties involved, clear co-ordination between curators,

Name oF Event

Hong Kong Eye

AGENCY

Pico TBA

Venue

ArtisTree, TaiKoo Place, Hong Kong

Type

Sponsorship Activation

Client

Prudential Corporation Asia

When

May 2013

Pax

200 per exclusive viewing / 15,000+ visitors overall

Budget

Undisclosed

sponsors, event management team and other key suppliers ensured that the move-in of the exhibition transitioned seamlessly into the set-up and execution of the large-scale private events hosted by Prudential.

Event outcome Hong Kong Eye exhibition in Hong Kong attracted more than 15,000 visitors, including private guests, throughout the month of May, underscoring the growing interest and appreciation of contemporary art among the public.

trending

Chains in sight As international and domestic hotel groups work on beefing up portfolios to meet the needs of MICE clients, challenges such as brand consistency, unique offerings and talent shortage stand in the way. By Sirima Eamtako and Kristie Thong

Given the emergence of Asian markets in recent years putting them almost on par with matured economies, the demand for more rooms, leisure offerings and MICE facilities as well as strong competitors have pushed owners into making strategic decisions to attract and fight for business.

Lounge with Mosaic.

Global fuel Chains such as Starwood continue to expand in key growth markets such as China and India, with senior director of sales and marketing operations for Asia Pacific, Nichlas Maratos saying these two countries will continue to fuel the chain’s Asia Pacific pipeline. Also experiencing growth in emerging markets such as the Philippines, Sri Lanka, Indonesia and Thailand, Mr Maratos added that Starwood will be making its foray into Sri Lanka this year, while properties in Manila have been planned for 2016-2017.

Kashgar Grand Ballroom in Starwood’s Sheraton Macao Hotel.

We need to anticipate our future human capital needs and implement a variety of career development initiatives to attract, train and retain talent.” DOMINIC SHERRY HILTON WORLDWIDE ASIA PACIFIC HEAD OF SALES

Pool.

DoubleTree by Hilton Sukhumvit Bangkok Exterior.

Hilton Worldwide Asia Pacific head of sales, Dominic Sherry said the brand is set to more than double its current presence in Asia Pacific in the next few years, with currently 104 operating hotels in 18 markets. “Driven by their sizeable populations and a growing middle class, markets such as China, India and Southeast Asia present immense growth potential especially for the six of our 10 awardwinning brands with which we wish to growth further in the region, namely Waldorf Astoria, Conrad, Hilton, DoubleTree by Hilton, Hilton Garden Inn and Hampton by Hilton,” he said. The first Waldorf Astoria property in Beijing can be expected in 2014, and in Bangkok, 2015. Conrad alone will be opening 11 new properties in the region, with maiden properties in Bangalore, India and Manila. Additionally, the newlyreformed Myanmar can expect a new era of tourism with a 300-room Hilton Yangon scheduled for 2014.

Guest Room.

Banquet Hall.

Domestic chains right on pace for growth Thailand-based Dusit International has named 2013 as its year of expansion, announcing a major joint venture in China and a number of hotel openings planned. Dusit group currently has a portfolio of 18 operating properties in Thailand (12), Philippines, UAE, Egypt and the Maldives and 10 upcoming properties in UAE, China, Saudi Arabia, US, India, Thailand and Kenya. The decision behind the expansion was in part to ensure the legacy of its founder, Chanut Piyaoui, a pioneer in Thai hospitality, and to take the brand to more international locations, according to assistant vice-president of global sales, Dorinda Chua. “It’s an exciting time for the brand as it grows internationally, and this growth works hand in hand with our MICE objectives. We try wherever possible to develop hotels and resorts that cater for the MICE market,” Ms Chua said. micenet Asia

trending Grand staircase, ITC Grand Chola.

ITC Grand Chola.

Dusit plans to launch a new Dusit Meetings and Events brand later this year in recognition of the MICE market’s importance to the company’s business, and as it experiences accelerated demand especially from neighbouring countries. ITC Hotels, a chain predominantly based in India, is venturing out of India for the first time – to Sri Lanka. Chief operating officer Dipak Haksar attributed the decision to a “growing number of tourists, association business and corporate investments, complemented with the political stability”. ITC Hotels also has several projects in the pipeline, such as the Classic Golf Resort at Manesar, Gurgaon, ITC hotel Kolkata and ITC Kohinoor, Hyderabad. “The growing demand for MICE business complemented with that of the business, as well as leisure demands in key metro cities and leisure hubs, have acted as catalysts in the building of these hotels,” he said.

MICE a reason for expansion? While MICE is an important segment for many hotels, it is not the only factor to evaluate the potential for expansion. Starwood’s Mr Maratos said airline networks, existing infrastructure and potential development are also taken into consideration. TCC Hotels Group, one of the largest hotel owners in Thailand, has a portfolio of 46 hotels in the country as well as 14 in 10 other markets, of which Plaza Athenee and Imperial Queen’s Park in Bangkok are prominent hotels in the MICE market with large event facilities. In February, TCC signed a management contract with the Marriott International for renovation and rebranding of Imperial Queens Park to Marriott Queens Park, Bangkok. TCC Hotels Group’s senior executive vice president Wayne Buckingham said the company’s expansion is based on opportunities to acquire assets in key locations at the right price, with the MICE market also playing an important deciding role. 52

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“The MICE market is a paramount consideration for many hotels with large room availability as revenue from MICE makes up 20-35 per cent of the key MICE hotels’ overall occupancy.” Companies have invested heavily to create consistent brand portfolios around the world, and the MICE segment cannot be ignored. Senior executives of MICE hotels have long recognised the importance of a customised approach and some brands have placed more emphasis on the service than others.

The MICE market is a paramount consideration for many hotels with large room availability as revenue from MICE makes up 20-35 per cent of [our] key MICE hotels’ overall occupancy.” Wayne Buckingham TCC HOTELS GROUP SENIOR EXECUTIVE, VICE-PRESIDENT

Sofitel, Accor’s luxury brand, has enjoyed a stronger MICE positioning with its InspiredMeetings programme. “We saw an increase in the number of groups holding events within Sofitel Asia Pacific in the last four years, with approximately 15 per cent increase in growth year-on-year,” Sofitel Asia Pacific vice-president of sales, marketing and distribution, Stephane Laguette said. Unlike brands that offer specific valueadds or price points, Sofitel emphasises on a “cousu main” or tailor-made approach. “It translates into a permanent approach to deliver the unexpected within expert timing from professionallytrained ambassadors. Within the brand, ‘cousu main’ is a conceptual part of our daily briefing and hotel trainings. It is a new mentality, a daily exercise which is constantly improved on,” Mr Laguette said. Thailand-based Centara Hotels and Resorts senior vice-president of sales and

Rajendra ballroom in theatre set-up, ITC Grand Chola.

marketing, Chris Bailey, also believes in tailor-made solutions for MICE clients. With a portfolio of 58 deluxe and upscale properties in Thailand, China, Indonesia, Mauritius, Maldives, Sri Lanka and Vietnam, it outperformed other hotel companies on the Stock Exchange of Thailand in terms of RevPar (revenue per available room) due to what he believed was up-selling and a customised approach for MICE. “It’s a hard work and it takes time to win MICE groups, but it’s a lucrative business. It is not just about room revenue, but all other revenues that come with it such as F&B,” he commented.

Fight for talent Hotel companies rapidly expanding will need a large pool of talent to fill the myriad positions all over the world, but industry staff shortages at present paint a bleak picture. Mr Sherry from Hilton said the brand is continuing to invest heavily in human capital and growing the talent required to manage expanded operations. “This means that we need to anticipate our future human capital needs and implement a variety of career development initiatives to attract, train and retain talent,” he said. With currently over 550 hotels in the region and more than 250 in the pipeline for the next three years, Accor has already announced it is on the hunt for 30,000 new employees by 2016. The main recruitment drives will be located in China, Indonesia and India, with a range of positions also available in Singapore, Thailand, Japan and Korea. “The profiles we are looking for are mainly entry level staff for our Front Office, Food & Beverage, Kitchen and Housekeeping departments, which constitute the heart of our hotels,” senior vice-president of human resources in Asia Pacific, Patrick Ollivier said, adding that Accor is also recruiting talent for the sales, distribution, marketing, finance and HR teams.

Venue Update Beanie meetings Malaysia The Kuala Lumpur Convention Centre (KLCC) has introduced a new concept providing an unusual and bold approach to stimulate ideas and productivity. With TenOnCall Beanie Experience, an unconventional and informal meeting format comprising big, comfortable and brightly coloured bean bags arranged in a customisable configuration, the out-of-the-box approach is aimed at encouraging further interaction between participants.

The TenOnCall offering is designed for meeting groups of 15 to 150 pax in any of KLCC’s 10 flexible meeting rooms. The package also includes free-flow lifestyle F&B selections from the in-house culinary team, audio-visual equipment, a standby technician and built-in LCD signage. Starting from RM140++ (USD$45.00++) per package, the KLCC also provides bean bags for rent at RM20++ (USD6.43) a day. T : +603 2333 2828 W : www.klccconventioncentre.com/

Underground renewal South Korea Coex, the convention and exhibition centre located in Seoul, is transforming its existing underground mall into an environmentally-friendly space under the direction of a new International Events Marketing unit. Coex Mall will re-open in December 2014 with large luxury indoor and outdoor spaces accompanied by a variety of domestic and global outlets, cafes and eateries, with exhibition and convention facilities unaffected during the development. Having international events previously managed by the existing convention and

venue teams, the new Coex International Events Marketing Unit has been created to manage international events, overseas marketing and promotional efforts.

Three on Canton

Hong Kong The launch of Three on Canton, a dedicated dining and events space located in the Gateway Hotel, marked the hotel’s complete refurbishment last year. The third floor of the hotel has been entirely transformed to comprise a restaurant, stylish al fresco dining terrace, four exclusive event venues, a wine room and a cocktail lounge and bar. Behind the highly-creative a la carte menu, which features a mix of Asian and

continental influences, is executive chef Jason Green. This culinary mastermind has had a stellar background working in iconic hotels and restaurants from the Burj Al Arab in Dubai; Fortnum & Mason in Piccadilly; London Capital Club with multi Michelin star Chef Jean Christophe Novelli; and with Gordon Ramsay’s very first restaurant in London. Three on Canton also presents an array of live culinary zones spearheaded by a multicultural team of chefs. Event organisers can make use of its four exclusive function rooms with names such as Noire, Turquoise, Ocher and Fuchsia, or leverage the largest al fresco dining area on Canton Road. T : +852 2113 7828 W : www.marcopolohotels.com/en/ index.html

micenet Asia

profile by Sirima Eamtako

Warmth, sincerity in the recipe Advertising guru turned marketing communications specialist, Shelida Buranasiri heads the marketing communications department for TCC Hotels Group, one of Thailand’s largest hotel owning companies with properties in 11 countries around the globe.

SHELIDA BURANASIRI TCC HOTELS MANAGEMENT ASSISTANT VICE PRESIDENT OF MARKETING COMMUNICATIONS

What makes you proud looking back at the last seven years at TCC and what’s on the card? I am proud to have completed the task of setting up the marketing communications department for the hospitality business under TCC Land Group. Prior to my joining at the group, there was hardly any communication about TCC Hotels Group or any individual hotel, not mentioning the much-needed CSR activities. Moving forward, our goal is to put the name of TCC Hotels Group out to the public both domestically and internationally as the provider of the highest hospitality standard. What’s it like working for one of Thailand’s largest hotel owning companies? It is not easy getting the attention and understanding all at the same time, with many properties, different operating procedures and backgrounds of general managers, as well as the target group of each property. 54

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But that is the challenge for my team members and me. That’s the fun part of our work… to come up with a solution to tackle the challenge each day. What’s a business day like for you? There are annual plans to formulate, brand presentations and marketing communications strategies to produce, event activities to implement, event productions to manage, media and public to reach out to – to name but a few. My responsibility is to support all Imperial Hotels and IMM Hotels Group properties – totalling 22 hotels – and to help develop and implement corporate marketing and communications strategy. So every day is busy, but manageable. How important is it to be a team player? I believe in good planning and team work. I don’t believe that one can do anything without the support of a good team. My team and I enjoy working together and we are usually able to cope with any challenges faced within our responsibilities in a timely manner.

How do you strike a balance between your work and personal life? His Majesty the King Bhumibol Adulyadej’s saying, “one should be responsible for one’s duty”, inspires me. I believe in doing our best within our utmost ability during working hours and spending quality time with my family after. I also see that my team members aren’t distracted by the various addictive social network platforms, but only focus on work so that none of them will have to stay behind after working hours. You are known for being warm and hospitable. In your opinion, how important is it to be hospitable in this business when treating a client or a supplier? Being professional and meeting the international standard is important, but one should never let any corporate norms lord over our inner spiritual of Thainess. Thais are known as friendly, gentle and hospitable, and so these qualities should be the nature of every Thai working in a hospitality business. Warmth and sincerity is the key in a hospitality business.

profile by Kristie Thong

You need the right combination of creativity, flexibility, an attention to detail and cultural sensitivity when working with different clients from all over the world. Most importantly, you need to be passionate about people, as hospitality revolves around people and their needs and expectations.

All about the people

EVA KWAN THE MIRA HONG KONG DIRECTOR OF SALES AND MARKETING

What spurred your decision to carve a name for yourself in the hospitality sector? When I was young, I was attracted to the glamour and diversity one could find only in the hotel industry. Quite naturally, my professional path gravitated towards events, where I learnt the ropes of tackling challenging plans and exciting executions, and was connected to the most extraordinary people. Which aspects of your job do you enjoy? To be able to put my ideas and creativity into a real party with a huge success, making it a memorable experience for all. I am excited managing every event, because each time it is different. The satisfaction comes from a successful event, which is hard to describe with words. We have had the pleasure of working with some of the finest party planners, including celebrity lifestyle guru Colin Cowie. What are some challenges faced at work on a regular basis, and how do you work to overcome them? When working in events for a five-star

Armed with a Bachelor of Science degree in Hotel Management from the Hong Kong Polytechnic University, Eva Kwan started her career in the hospitality industry at a grassroot level. Since then, she has risen up the ranks working in major international hotel groups, including Sheraton, Marriott and New World Hotel. Ms Kwan has held the role of director of events and catering at The Mira Hong Kong for the past few years, and as of this June, is in charge of the entire sales and marketing department. As a veteran with over 15 years of experience, she is now responsible for devising strategies for attracting new business, orchestrating events, and attracting MICE organisers through stimulating initiatives steeped in local experiences.

hotel, meeting deadlines is a must and is also a constant challenge. We run several wedding receptions over a single weekend, coinciding with exclusive product launches and VIP banquets overlapping with regional conferences. We handle last-minute requests from guests, encounter ideas that simply cannot be executed but are insisted upon, and cope with extensive requests constrained by budget. My solution: to set priorities, look for alternatives, and make use of powerful persuasion skills. Above all, to always stay on top of the game, understand current market trends, and anticipate guestsâ&#x20AC;&#x2122; expectations.

people and their needs and expectations. It is our mission to not just meet with them, but to constantly exceed their expectations.

In your opinion, what qualities are necessary for a MICE professional working in hospitality? You need the right combination of creativity, flexibility, an attention to detail and cultural sensitivity when working with different clients from all over the world. Most importantly, you need to be passionate, as hospitality revolves around

Apart from work, what do you do to continue growing and learning as an individual? I travel and read novels to broaden my horizon, and take up new sports that I have never tried before. As we live in a fast-paced world, I believe spending time with the elderly and learning about their history can be truly inspiring.

What advice would you give to women interested in an events-related role at a hotel? You will have to love a job where routine, time schedules and standards can never be applied. Being able to predict and cope with challenges that will arise during the cycle of delivering an event can save a lot of nerves. When an event goes live, things may not be happening exactly as planned, but this is where experience comes in.

micenet Asia

Opinion

DANIELLE PUCETA AMERICAN EXPRESS MEETINGS & EVENTS DIRECTOR, JAPA

Reconsider group air travel An efficient way to cut costs and also minimise risk American Express Meetings & Events’ Danielle Puceta feels group air travel is the way to go.

When planning their meetings and events (M&E), a surprising number of companies do not always consider the most cost-effective way to manage how their delegates will travel to and from the event. Group air travel can provide an efficient way of managing travel centrally and potentially offer significant cost savings through negotiated rates. It can also provide additional visibility into attendee whereabouts in times of crisis. The following tips can be taken into consideration when deciding upon the use of group air travel for M&E. • Tip 1: Consider the cost of airfares before deciding on your destination We encourage clients to draw up a destination shortlist and carry out an airfare analysis on potential locations very early in the planning process. The cost of getting attendees to and from the destination should be an integral factor when deciding upon a particular venue. This analysis should examine the costs of the whole trip including air fare, transfer times and the number of changes needed to reach the destination, ensuring the most efficient use of budget and delegate travel time. • Tip 2: Book travel centrally Once a destination has been chosen, companies should organise delegates’ travel arrangements centrally – 56

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whether this be through an internal travel manager or through a Travel Management Company (TMC) or Meetings Management Company. It sounds obvious, but a surprising number of companies still allow attendees to make their own travel arrangements. Booking group travel centrally can be used to negotiate group rates with airlines - particularly when bookings are made as far in advance as possible. The longer the lead time, the greater the chance of better fares. • Tip 3: Negotiate, negotiate, negotiate According to group air experts interviewed for the American Express Meetings & Events 2013 Global Meetings Forecast, when given the choice, 60 per cent of airlines say they prefer to negotiate a flat rate from a single destination, over negotiations involving both a flat rate from one destination and mini route deals combined. Airlines may also be willing to include mini route deals for a specific conference route or conference window rates (offered within a specific timeframe either side of a conference) in addition to the flat rates in their contracts. Within the contracts, airlines have said they are open to negotiations regarding name changes and extending standard ticket deadlines but seem to be less open to negotiating other elements

such as complimentary lounge tickets, concession tickets and reduced cancellation fees. • Tip 4: Consider the role group air travel plays in risk mitigation Risk management and duty of care are increasingly a priority for companies. Recent research conducted by American Express Meetings and Events looking into the risk that organisations can be exposed to through M&E activity found 64 per cent of meeting planners do not currently have a method to track meeting attendees during times of crisis. Booking group travel centrally allows for greater visibility as to where and when employees are travelling. This can make it easier to identify who may be affected in times of travel disruption, allowing travel managers to prioritise action regarding impacted travellers. In addition, some of our clients have policies in place restricting the number of senior employees travelling on the same flight. By booking travel centrally, the travel arranger can ensure risk management policies are followed and senior employees travel on separate flights. With all the benefits it brings, we believe group air travel is the optimum choice for most companies when looking to make the most out of their meetings and events spend.

OPINION

BRYAN HOLLIDAY ICMS AUSTRALASIA MANAGING DIRECTOR

PCOs must embrace marketing ICMS Australasia managing director, Bryan Holliday, says that today’s PCO must be a marketing whiz as well as a creative planner.

Organising meetings is becoming harder. Certainly there are some aspects that are simpler courtesy of better technology. However, the challenges for professional conference organisers are clearly outweighing the positives brought about by modern-day advancements. The biggest challenge is that of a reduction in corporate spending resulting in reduced attendees. Once upon a time a company may have sent three or more employees to the annual conference in the respective areas of specialisation of their business. A pharmaceutical company, for example, may have sent half a dozen of its staff to a medical meeting. Today, because of apparent budgetary restraints, that company may only send one or two. And this is where today’s professional conference organiser or meeting planner must put on their marketing hat in an effort to boost delegate numbers. In our role as conference organiser we not only have to create a meeting that is dynamic and cutting edge but market it to the right people in an effort to attract more delegates to attend. We have to market the meeting and convince them that leaving their office – and their computer – and engaging in something that is high touch rather than high tech is good for them and their organisation. To do that we have to re-emphasise the primary benefits of meetings. We have to convince them of the potential

for almost magical experiences to occur at the conference – results that cannot ever be achieved without the kind of human interaction that can be made at a conference. I like to call this the serendipity of the meeting – the ability to make desirable but almost accidental discoveries through group discussion. The potential to create and discover through human discussion and activity cannot be underestimated. Some companies may say that they can get the same results from a teleconference or from downloading information from a website and sharing it amongst staff but we, as professional conference organisers, must continue to argue that they will not receive the same benefits unless they hold a meeting or a conference. Understanding that it is increasingly becoming the professional conference organiser’s role to convince delegates to attend conferences impacts everything we do in the creation and delivery of meetings. We must do the following as an absolute minimum: • Review the previous conference and determine what worked and what didn’t • Evaluate the proposed list of speakers and only confirm those who are deemed to have the greatest “pulling power” for potential delegates • Select a venue and destination that is appealing and functional

• Set a reasonable price for delegate attendance, and include special offers for companies if they choose to send more than one employee • Start promoting the conference as early as possible and keep the conversation going at regular intervals with news of the latest features, specials, confirmed speakers, etcetera There is no greater satisfaction than running a conference where delegates who may have once only been associates leave at the end of the conference as firm friends – sharing ideas and inspiring one another to achieve more in their daily working lives. A PCO who understands that as much effort has to go into the marketing of a conference as into the creation of the event itself will go a long way to retaining existing clients and building new ones for years to come.

Bryan Holliday is the managing director of ICMS Australasia, one of Australia’s largest professional conference organising companies. Mr Holliday and his team have organised some of the largest association congresses in the world and are also involved in meetings management for the corporate and government sectors throughout the Asia Pacific region. He can be contacted via email on bryanh@icmsaust.com.au.

micenet Asia

Career strategies

ANDREW CHAN ACI HR SOLUTIONS CEO

The uptake of telecommuting in Asia is still relative rare despite being widely practised in other parts of the world. Why do you think that is the case? Asia has been slower in adopting telecommuting or work-from-home practices because the region still holds a more traditional view to employment, where work is associated with being physically in an office. I think we’ve all heard or seen employees waiting for the boss to leave the office before leaving themselves, regardless of productivity. Another reason could be the fact that the distance between homes and offices in Asia is generally shorter compared to countries such as the US and Australia, and public transport is also more convenient. What are some benefits of telecommuting? Employees today are constantly seeking work-life balance, a flexible work environment and are more interested in making their job accommodate family and personal lives. To an organisation, telecommuting can be a great recruitment and retention strategy. If implemented correctly, telecommuting has actually been proven to increase productivity. Employees save time spent on travelling to and from work by utilising their full potential to bring their best efforts to the company. Moreover, 58

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Out of the box Companies mulling over a telecommuting structure for employees will need to look into setting clear expectations and maintaining communication.

interruptions occur constantly in a normal office environment, which can be eliminated by working from home. There are also obvious costs benefits to an organisation because telecommuting can reduce office space and other associated expenses involved when housing a full team under the one roof. Lastly, and many may not realise, but there is also the environmental factor, with the added benefit of reducing our carbon footprint by having less people on the road travelling to and from offices. As a manager looking to implement a system of telecommuting, one of my concerns is the loss of productivity. What are some things I can do to ensure this doesn’t happen? To begin with, you must get your structure right. Evaluate your existing objectives to ensure they are measurable and quantifiable; set expectations clearly, and be prepared to change your expectations in order to best measure productivity for telecommuters. Managers may also need to change their mindset and focus on evaluating results rather than activities. Maintaining communication with telecommuters and providing regular feedback on performance is the key to success. Also make sure you keep telecommuters informed of company events and milestones, and encourage

co-workers to keep telecommuters “in the loop” on formal and informal work events so that they are kept engaged and do not feel left out. As an employee, what are some things I should take note of when I work from home? Time management and discipline is fundamental to success. One of the main problems with working from home is that home and work will merge and there’s little distinction to separate the two. Make sure you have a pre-work ritual — you might take a shower, dress for work, eat breakfast, and plan your day, for example. But the main objective is to give yourself a sign that you’re starting work and leaving home behind. Set a time to start and end work. However you structure it, always ensure you fix a time to stop working. Otherwise, you’ll work way longer than you would at the office, because there’s no home to go to. If there is company at home, you’ll want to find a quiet place to work and eliminate distractions. You can’t get stuff done with the television playing in the background or children screaming. If possible, work from a separate room away from the family area. Also ensure that your technology is up-to-date, such as highspeed internet and clear phone signals, just like it would be in an office.

Career strategies

DAMION BREUST BARCLAYS DIRECTOR OF EVENT MARKETING, ASIA PACIFIC

Making the move – agency to corporate Having been on both ends of the events spectrum, Barclays’ Damion Breust lays it out for anyone thinking of making a switch to the client-side.

In contrast to a macro lens, everything in corporate is about honing in, focusing on the detail, refining and developing.”

As I look back at my career in the events industry, the image that comes to mind is a set of concentric circles with me at the core. My career begins in the smallest of circles, starting with the city Brisbane; the circle then expands to a bigger, national, circle, further expanding to encompass New Zealand and the Pacific, followed by the next, larger circle which is the international platform, where cross-border, cross-cultural events are the norm. What happens next is not what I had ever expected. And no, the next circle is not the universe (though there may be some in the industry who are vying for this position), it is probably what you would least expect – the corporate world. For me, Corporate is the largest circle, encompassing as it does each of the others and existing only because of its relation to them. Yes, I am responsible for the Asia Pacific region, but events for our various stakeholders may take place in London or Azerbaijan for example, and my most invaluable tools are the knowledge and insights gained through my hands-on experience, travels and multiple years in the industry.

After many years working on the agency side, I joined Barclays in 2008 and am now the regional head of event marketing, Asia Pacific. I have gained great insight through working in-house – insight into a brand, marketing, market penetration through events, sponsorships and the experience of managing events across 12 unique and culturally distinct countries across the region. The nuances of working for a large, complex and diverse global corporate organisation have been an invaluable gift. Is the grass greener? Many of us who have worked on the agency side aspire to work for a large corporate. Both agency and corporate have their positive attributes. When I think of Agency, adrenalin, diversity and hands-on are really the words that sum up the experience for me. The fast pace and short lead times create a dynamic energy off which you feed, giving you a rush that can become addictive. Creating experiences for a large MNC gives you exposure to a breadth of brands,

philosophies and working styles which flavour your everyday work life. Agency is also a case of ‘hands-on’ for all. Your development is really on-the-job training and experience is the best teacher. Strategic, brand insight and professional development: these are what working in-house represent for me. In contrast to a macro lens, everything in corporate is about honing in, focusing on the detail, refining and developing. It’s very much a case of One Vision, One Strategy. It’s a shift of focus, definitely, but there is an immense sense of achievement when you grow alongside the brand you are nurturing. Working with one brand allows for a deeper understanding of a brand, its values and philosophies and in our case, how these values and philosophies are manifested and brought to life through events. In contrast to agency, corporate affords you excellent management and leadership training. Things to think about If you are keen on moving over to corporate, begin by analysing your current situation and seek out a mentor who is currently working for a large corporate to help guide you. It’s definitely worth having a chat to excolleagues, friends of colleagues or industry contacts who have made the move. micenet Asia

How To

DAVID LIM CERTIFIED SPEAKING PROFESSIONAL FOR MICENET ASIA

Sustain a winning culture Managers can draw lessons on cultivating a much-desired workplace culture from professional sports teams and Sherpa Tenzing Norgay of the 1953 Mount Everest expedition.

A global poll last year surveying C-suite executives, vice-presidents and office professionals revealed negotiation, expectation and performance management, creating a winning work culture, winning buy-in and strategy implementation as what professionals believed were the five most under-rated leadership skills. “Creating a winning work culture” resonated most with respondents, similar to the same survey conducted in 2011. These are the three key reasons why I feel a winning culture can drive workplace results: 1. Culture drives behaviour 2. It’s free 3. You don’t have to police a culture To create one, managers need to first assess the present culture to determine how far it is from the desired state, identify culture “champions” who would drive the desired culture through their actions and behaviour, and lastly, celebrate successes to further encourage a winning attitude. If you have been catching the Olympics or other professional team events, you’ll notice how team managers often insert a key culture champion from the start or during key moments. In the MICE industry, a senior concierge staff, project manager

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or the meeting planner may well be that person. One of the memorable stories linked to the famous expedition group to successfully scale Mount Everest in 1953 revolves round the influence of Tenzing Norgay had on his team of Darjeeling sherpas. Sherpa Tenzing, the most experienced mountaineer in the expedition, was widely seen as the leader and a key member of the team that eventually conquered the mountain. At the start of the expedition, his team of paid, semiskilled local high-altitude porters were slighted in Kathmandu by the British High Commissioner, who made the team of sherpas made do in the stables, while the British Commonwealth members were housed in the more salubrious diplomatic quarters. To show their displeasure, the sherpas lined up against a wall and emptied their bladders in full view of the rest. Expedition leader John Hunt never forgot this letdown, and worked hard after to forge a more united team. In an effort to display mutual trust, he also made Sherpa Tenzing a full and equal member of the team. Thereafter, the secret in sustaining the culture we have been cultivating is for us to keep doing what we are good at. Time has shown that whenever companies

try to expand their brands or buy into a business they don’t truly understand, huge uncalculated risks are often taken, leading to failure. By doing what teams are good at, they will have the confidence to know what they need to secure the next big contract, and also pick themselves up after a setback. Sustaining a winning culture involves engaging with your culture champions, and acknowledging their contributions. You’ll also notice that this has been widely recognised as a key performance motivator in younger workers, or Gen Y. Sustaining wins over the long run also demands a high level of listening. By listening intently, you’ll be able to not only engage champions and the rest of the team, but also calibrate your leadership style and pace. After all, Doug Larson once said: Wisdom is the reward you get for a lifetime of listening when you’d have preferred to talk.

David Lim is an Everest expedition leader, author and keynote speaker on leadership and motivation; and has delivered presentations in 25 countries and 47 cities since 1999. David@everestmotivation.com

PEOPLE

FIONA HAGAN GENERAL MANAGER LE MERIDIEN KOTA KINABALU

BOB VAN DEN OORD MANAGING DIRECTOR THE LANGHAM, HONG KONG

KOMSON SEVATASAI DIRECTOR OF SALES AND MARKETING REGENT PHUKET CAPE PANWA

MELISSA LAWLOR EVENT MANAGER ICMS AUSTRALASIA

Malaysia Le Meridien Kota Kinabalu has announced the appointment of its new general manager, Fiona Hagan, who is spearheading the hotel’s strategic planning, overall financial performance and operations. An Australian native, Ms Hagan obtained a Diploma in Hospitality Management from the Pan Pacific Hotels & Resorts and studied Economics at the University of New England, Armidale in New South Wales, Australia. Ms Hagan is the first lady general manager in Sabah and the second lady to be appointed general manager within Starwood Hotels & Resorts Malaysia.

Hong Kong Bob van den Oord has been appointed managing director of The Langham, Hong Kong in addition to his role as vicepresident of brands for Langham Hospitality Group. Dutch-born, Mr van den Oord has enjoyed a track record in senior hotel management positions for luxury hotels in the UK, France, Hong Kong and United States. As managing director of The Langham, Hong Kong, Mr van den Oord replaces Mr Duncan Palmer who has resumed the role of managing director of The Langham, London.

Thailand Regent Phuket Cape Panwa has appointed Komson Sevatasai as the new director of sales and marketing. Mr Sevatasai joins Regent with almost 30 years of hospitality experience in senior management, sales and marketing positions with expertise in both sales and marketing and business development. Mr Sevatasai graduated from Oklahoma City University, United States, where he earned a Master Degree in the Liberal Arts – Mass Communications.

Australia In response to the increasing number of conferences under management, ICMS Australasia strengthens the team by appointing Melissa Lawlor as a new event manager in the Sydney office. After working for a successful PCO, Ms Lawlor moved to Ireland to join Amnesty International as a major giving and legacy officer before returning to Australia earlier this year.

DAVID DONALD GENERAL MANAGER PARKROYAL ON BEACH ROAD, SINGAPORE

PAUL CHONG VICE-PRESIDENT, BUSINESS DEVELOPMENT CARNIVAL ASIA

JESSICA LOH DIRECTOR OF SALES SWISSOTEL MERCHANT COURT

STEPHANE FOUCHER EXECUTIVE CHEF GRAND HYATT TOKYO

Singapore David Donald has assumed the position of general manager at PARKROYAL on Beach Road in Singapore after a successful tenure as general manager of PARKROYAL Parramatta. Having spent most of his 20-year hospitality career across Australia and New Zealand working in the areas of operations, rooms division and revenue as well as managing business hotels, Mr Donald brings with him a fresh management perspective to his first appointment in Asia to drive a new phase of growth at the hotel.

Singapore Paul Chong joins Carnival Asia as its new vice president, business development. He is primarily responsible for Carnival Asia’s strategic priorities in government relations; port infrastructure and destination development; and port operations and guest services. Mr Chong brings nearly 13 years of experience with the Singaporelisted, luxury hotel and resort group, Banyan Tree Holdings Limited, where he was responsible for the group’s global business development efforts and also served as the group’s general counsel.

Singapore Swissotel Merchant Court has appointed Jessica Loh as the new director of sales, bringing with her over 10 years of experience in sales management. Ms Loh began her career with Grand Copthorne Waterfront, Singapore in 1999 before moving on to several managerial positions in the hospitality industry. Prior to joining Swissotel Merchant Court, Ms Loh held the position of assistant manager of security, projects and planning at KPMG Services Pte Ltd where she assumed different levels of responsibilities such as improving core business processes and implementing effective course of actions to maintain a high performance working environment.

Japan Chef Stephane Foucher has arrived in Grand Hyatt Tokyo as its new executive chef. From France, chef Stephane started as an apprentice at La Renaissance, a renowned restaurant in his hometown, Vire, in the Calvados region of France in 1985. After receiving his chef’s diploma and completing his military service, he moved to Switzerland where he worked at Restaurant du Creux-de-Genthod, a seafood restaurant near Lake Geneva. As the new culinary leader at Grand Hyatt Tokyo, Chef Stephane will oversee the hotel’s portfolio of 10 dynamic restaurants and bars.

micenet Asia

A breath of Sydney

After a staff conference this June, micenet ASIA’s feisty account executives took some time off to explore a different side of the metropolitan city. By Gina Sin

We’ve read about all the travelling done in the business events sector, and especially admire those in our generation who could travel frequently – be it for work or incentive trips. Hence Charline and I, along with the rest of the micenet ASIA team, couldn’t have been more thrilled at the news of a 62

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staff conference and team-building session in Sydney. For some of us, it was the first time experiencing winter, and also a first in Sydney. Here are some of the places we managed to visit after the conference:

Blue Mountains We had a brief tour of the Sydney 2000 Olympics site before heading to Featherdale Wildlife Park on a mini coach, finally getting up close with koalas, kangaroos, and other native animals. We

headed to the Flat Rocks for a stunning view of the Blue Mountains, which provided good photo-taking moments. We also got to see the world-famous Three Sisters and steal a view of Australia’s Grand Canyon from Echo Point. Stopping by Scenicworld for the Scenic Railway, Skyway and SceniScender – the world’s steepest incline railway – we managed to catch a glimpse of the Katoomba falls, as well as meandered through a picturesque rainforest. We ended a full-day tour with

Curtain Call

place to relax, recollect and reorganise thoughts in the warmth of the sunlight and sounds of the soothing waves breaking over rocks – which is what “Bondi” actually means in Aboriginal language. a cruise ride back to the city along the Parramatta River, passing the Sydney Opera House and under the Sydney Harbour Bridge.

Fish Market For seafood lovers, one of the best places to have lunch is at the Fish Market on Pyrmont Bridge Rd. Despite the overpowering smell of fish when we first arrived, all was forgotten once we saw the huge selection and worked up an appetite.

From oysters and lobsters to salmon sashimi, the freshness of all seafood present was worth every penny.

Bondi Beach A mecca for those who value a true worklife balance, locals and visitors alike were found at Bondi Beach early in the morning when we were there. People were seen hitting the waves, stretching in various yoga positions, or reading in one of the many cafes along the shore. It is a great

Port Stephens This time on a larger coach, we headed to the famous hands-on zoo – the Australian Reptile Park – where we carried some animals and also hand-fed the adorable kangaroos. We later had lunch on a cruise, before heading out to chase the dolphins – it was an electrifying experience. Even though the torrential rains were just starting towards the end of the day, we went for some exhilarating sand boarding on the dunes of Port Stephens. micenet Asia

2013年 8月至9月双月刊

聚焦我们有引领者吗？ 63 64

micenet 活动: 香港活动管理存在的问题封面故事：巴厘岛日航酒店巴厘岛日航度假村酒店更换酒店名称、增建19间豪华别墅，以及一个多功能厅标志着一个崭新的开始。 65 泰国: 魅力无限的普吉岛 66-67 强劲的增长势头在国际与国内酒店集团积极拓展其业务以应付会展需求的同时，品牌的一致性、提供独特的产品以及人才短缺等问题却成为绊脚石。 68 谈职业规划：从中介服务公司转向企业

micenet 亚洲很荣幸成为以下机构的成员:

转眼间，我在micenet亚洲当编辑已过了六个月。虽然与其他多年报道亚太地区会展动向的同行相比，我这六个月的经验可说微乎其微，但是这短暂的经历却开拓了我的视野，让我对会展业有更深一层的认识。最近，我有机会与几名在新加坡任职多年的 MICE专业人士谈起有关新加坡会展业发展的问题，我问他们在过去几年里，本地的会展业有哪些变化，而新加坡作为一个弹丸小岛，又如何摇身一变成为亚洲第一会议目的地城市？我所得到的答案竟然出乎我的意料，近乎让我惊讶。这几位行业专才的诚实回应是，这个被誉为第一会议目的地的城市多年来几乎没有达到成熟的阶段，发展极其缓慢。听了这一番话后，我不禁有一种挫折感甚至感到悲观。最令我深省的是一句来自新加坡会议展览协会营销传播总监Yeow Mei Sin的话，她说：“很长的一段时间，我认为新加坡应该有六星级的设施，然后才努力在世界舞台上竞争，可是后来我发现我们缺乏的其实是软件的支持。” 或许你会觉得这番话太直接，可是新加坡会展领域缺乏创意和专业人才已引起业内的关注。在今年由新加坡会议展览协会主办的的“新加坡MICE论坛”上，与会者和多位嘉宾一起讨论诸如创意、如何以服务取胜和危机管理等课题。此外，这个论坛也为MICE市场的特定环节做了研究分析。专业人才缺乏的问题与教育和Y世代息息相关。新加坡会议展览协会为550名大专学府的学生主办了第一次的“开放日”。学生们可以借此机会与新加坡杰出的MICE专业人才交流和学习。作为一个成熟的亚洲MICE市场，新加坡必须面对其他亚洲国家的激烈竞争。因此改变是必要的。不只新加坡，其他成熟或新兴的亚洲市场也必须作出调整，才能确保在会展业上争得一席之地。一位经验丰富的MICE前辈曾告诉我，会展业需要“引领者”。这些引领者是业内眼光独到，并具有韧劲的领导。他们有时或许会自以为是、有时会骄傲自大或过于自信，可是我们正需要具有这些特征的人来推动一个停滞不前的市场。取得成功的成熟市场，往往不愿或无法钻出官僚的樊笼。此时我们需要的是几个具有破釜沉舟决心的“引领者”，以他们激进的思想打破现状，为会展业注入新动力。这些话听起来有如陈词滥调，可是变化却是唯一的不变。唐艳敏编辑

欲知更多详情，请浏览网址: 封面：巴厘岛日航酒店

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micenet活动香港美丽华酒店.

香港活动管理存在的问题一场在香港举行的圆桌论坛揭示了活动管理中透明度以及服务交付的问题。国金轩中餐厅.

今年六月，micenet亚洲与香港美丽华酒店携手合作，在美丽华酒店高档中式餐厅－－国金轩举办了一场晚宴暨论坛。这个亲密的晚宴专为七名以香港为基地的活动策划专业人士而设，他们分别来自Imagination、 cievents、 Jenny Lie 活动管理和 Pico等活动管理公司。这七名活动管理专才有机会品尝星级食府国金轩的精致美食如辣椒酱酒煎扇贝、孜然烤羊排、竹笙烧黑木耳和芦笋、北海道牛奶与荔枝浓汤等。美丽华酒店销售及市场营销总监, Eva Kwan、会奖旅游高级销售经理Alice Mui以及销售经理 Denise Chiang也是席上嘉宾。透明度和信任是此次晚宴论坛所讨论的重要议题之一。许多人认为香港的会展业缺乏透明度，而与会者都一致认为，在会展业中透明度却是至关重要的。因为彼此透明，各方之间才有信任，从而才能增加凝聚力。

Jenny Lie 活动管理公司总经理说：“在筹划一项活动时，我们需要联系各方，从特约职员、业务伙伴、供应商到场地等，若大家都能保持一定的透明度，那么各方就能够清楚地知道某些事情发生，或为什需要做某些事的原因。” 除了透明度和信任外，“不愿寻找新供应商”也是与会者提出的其中一个议题。由于曾有过生意上的往来，许多供应商对活动管理公司或客户的需求已了如指掌，再加上良好的声誉，因此人们都不太愿意寻找新供应商。其中一名与会者则认为供应商坦白承认错误是极其重要的，因为当你犯下错误又试图推诿或寻找借口时，诚信二字将荡然无存。如果供应商连承认错误并设法加以弥补的意图都没有，那么我们将如何确保问题不会再出现？

“因此，这种透明度将创造出一种活动管理公司及他们的供应商在筹划活动时所需要的忠诚度和诚实性。出现问题时，一定要坦承不讳，并且设法寻找解决的方法。当然，若能与人讨论问题并分享此经验，那将是一件好事。” Jenny Lie进一步强调。至于有关服务交付的问题，在场的各位专业人才都认为活动管理公司、场地以及供应商三方应展开更紧密的合共，并在处理与客户有关的事情方面做到更加透明。这是因为大家都有一个共同的目标，那就是竭力为客户提供所需的协助，并为客户的活动创造附加价值。 micenet亚洲副总裁关有成在为此论坛做总结时说道：“活动管理公司和场地必须知道他们都是在为终端客户提供服务，因此有效和频密的沟通才能向客户保证，他们将为客户筹划一项成功的活动。” micenet Asia

封面故事

重新定名巴厘岛日航度假村酒店更换酒店名称、增建19间豪华别墅，以及一个多功能厅标志着一个崭新的开始。

巴厘岛的Grand Nikko是一家5星级豪华度假村酒店，其舒适宽敞的客房、顶尖的设施以及优质的服务使它成为日航酒店国际集团旗下第一家以“grand”命名的酒店。在七月中旬举行的盛大晚宴暨记者招待会上，日航酒店集团（JAL Hotels Co. Ltd）首席执行官Marcel P. Van Aelst告诉在场的出席嘉宾，酒店更名是为了加强酒店的五星级评级。而增设多功能厅是为了进一步加强该酒店对提供完善、齐备会展设施的承诺。根据巴厘岛日航酒店总经理JeanCharles Le Coz：自2006年起，该酒店集团已分别斥资1000万美重新整修酒店，以及1200万美元建造别墅和多功能厅。

micenet Asia

其19间结合了传统建筑特色与现代美感的豪华独栋别墅，每一间都宽敞舒适，面积至少300平方米，而且设施配备齐全，是活动策划者与贵宾代表的最佳选择。客房拥有绿松石色调的雅致装饰，而且以精细独到的设计和构造促进环境的可持续发展，内置的感应系统在房客离开房间时将自动关闭空调。新增的多功能厅是为了应付日益增加的会展需求。目前设有500个座位的 Graha Sawangan宴会厅已满足不了活动的要求，而这个1100平方米、具有无敌海景的崭新多功能厅可容纳760至1000 人，无论您要举办一场剧场式的活动抑或宴会式的庆典，酒店都能适应您的需求。此外，酒店内还设有两个50平方

米的会议厅和两个活动准备室。日航酒店齐备的设施是任何想要举办会议的企业的首选。会议结束后，无需到另一个远处的场地，可直接在多功能厅举行晚宴，不但省时省事，而且还可以避免交通阻塞所带来的问题。这一次的记者招待会还包括了场地视察以及一场在新建的多动能厅举行的晚宴。共有450名宾客和媒体代表出席了宴会，并共睹了多功能厅的顶尖设备。拉开晚宴序幕的是现场乐队的轻快音乐表演，以及精致的餐前饮品和小吃，随后宾客们便步入装饰简约典雅的多功能厅。大家都在丰盛的五道菜套餐以及精彩的传统表演中度过了一个愉快的夜晚，丝毫没有太多的拘泥形式。在晚宴即将结束之时，舞台上的背景突然掀开，呈现在宾客眼前的是特别为当晚宴会而编的凯卡克猴舞表演（kecak dance：一种结合传统巴厘舞蹈和音乐的表演）。这场表演的灵感取之日航酒店标志从蓝色变成金色。最后的压轴好戏是一场精彩的空中舞蹈表演--充分显示了多功能厅的天花板高度。正当大家的目光被舞者轻盈优美的舞姿所吸引住时，多功能厅的内置窗帘以及玻璃面板徐徐移动，将在场的宾客与厅外的优美景致融为一体。我们无法不赞同Le Coz先生所说的：“日航酒店是一家注入了日本文化，但拥有巴厘式卓越服务精神的酒店。” 事实证明，日航酒店通过“敞开心扉，知您心意”的日航风格，令所有的客人感受到“值得信赖，永远领先” 的品牌理念。

泰国

魅力无限的普吉岛来自休闲及大型会展团队的需求促使决策者和泰国私营企业加强了迷人海滩周遭的基础设施，以及拓宽了其发展空间。编纂：Sirima Eamtako

普吉岛乐古浪悦椿度假村.

普吉岛和泰国会议展览局（TCEB）正在努力打造普吉岛，使之成为泰国西南海岸地区的会展枢纽。作为计划的一部分，普吉岛受到力捧，在基础设施建设方面获得充分的改善，这包括一个较大的机场、更广泛的航空和公路网络，以及在不久的将来增添5000个酒店客房等一系列的旅游设施。去年，普吉岛举办了788项会展活动，并创造了48.2亿泰铢（约1550万美元）的收入，仅次于首都曼谷。其中国际会展活动贡献了47.2亿泰铢，共迎来了59066人次的国外会展游客。尽管经过近二十年的规划，泰国政府决定放弃会展中心的计划。可是，micenet亚洲获悉，至少有两家泰国私营企业正在设计蓝图，计划在巴东海滩附近建造会展场馆。如果一切如计划般进展，其中一个场馆将由IMPACT展览管理公司管理。普吉岛卡伦海滩瑞享度假村及水疗中心（Mövenpick Resort and Spa Karon Beach Phuket）总经理Hansruedi Frutiger说：“我觉得没有必要在普吉岛建造一个大型的会展中心，因为我们目前的设施足以应付大型会展。” Hansruedi Frutiger进一步表示：“当某个会展团队过于庞大时，普吉岛卡伦海滩瑞享度假村及水疗中心与普吉岛希尔顿阿卡迪亚度假村、普吉岛艾美海滩度假酒店以及森塔拉海滩度假村将共同为旅客提供客房。乐古浪地区也有类似的做法，所有的酒店都会根据会展组织者的需求，为他们提供不同类型的客房。” 上述的四家酒店都在卡伦海滩，彼此间的距离很近，而且从机场到酒店也只需1个小时的车程。四家酒店共提供了 1644间客房。每一家酒店均设有数间会议厅，以及一间可容纳780至1200人的宴会厅。

坐落在班陶海滩的普吉岛乐古浪度假区（Laguna Phuket）是另一处绝佳的商务会奖旅游目的地。从普吉岛国际机场出发只需20分钟的车程便可抵达。这个综合旅游胜地拥有九座豪华度假村酒店，提供超过1300间客房及别墅、24间会议室以及一个占地1000平方米的天幕式风格建筑“Latitude超级大华盖”。这里的空调等设施都是完全独立的，可以灵活安排成容纳1000名宾客的剧院式活动场地，或者是容纳800名宾客的鸡尾酒会场。 2012年的4月至5月，安利（中国）在乐古浪度假区举办了为期一个月的「安利中国领导人峰会」。共有超过1万 5千名代表参与此次盛事，为普吉岛有史以来规模最大的企业聚会。峰会汇集了乐古浪度假区所有酒店的设施和资源，为此盛会举办了各种活动，包括每晚举行的大型“中国之夜”晚宴，每场都聚集了约600-900名代表。在这期间，度假区的其他酒店和活动区照常开放为其他游客服务。大型商务奖励旅游团体如安利（中国）、如新（NU Skin）和欧洲康宝莱（Herbalife Europe）一般会选择在乐古浪度假区举办其商务会奖活动，若是规模较小的商务活动，卡伦海滩瑞享度假村及水疗中心却是一个理想的场地。这里在任何一个时候都可容纳多达350位客人。亚太地区能源和环境大会和宝马（BMW）会议都在这里举行。卡伦和乐古浪度假区较受大型商务奖励旅游团体的欢迎主要是因为这两个地区的会展设施齐备，而且同星级的酒店可提供足够的客房，足以接待大量参会人员。值得一提的是，一旦会展场馆建设的计划得以落实，已经拥有大量酒店客房的巴东海滩将是另一个大型商务奖励旅游团体在普吉岛举办活动的重要地点。

普吉岛乐古浪目的地营销助理副总裁Debbie Dionysius提醒大家：旺季期间，大部分的酒店客房将被休闲旅客预订，因此在这期间为大型会展参会人员提供足够的客房是一项具有挑战性的任务。 Debbie Dionysius 表示“这也是为什么至今普吉岛还未建造会展中心的其中一个原因。但就因为没有会展中心，拥有齐备会展设施及资源充足的酒店及度假村如普吉岛乐古浪，才能够争取到这样的生意机会。” Debbie Dionysius也告诉大家，三月至十二月中旬是在乐古浪举办会展的最佳时期。普吉岛主要还是个休闲目的地，旅客大多来自欧洲、斯堪的纳维亚、英国和俄罗斯。这些游客大部分是在 10月至3月的冬天到访。因此4月至9月份是举办大型会展的理想时期。休闲和会展业的高需求致使普吉岛的航运交通十分便捷，国际直航航班和包机航班也越来越多。在过去几年，普吉岛机场每年的载客量为600万人次，去年则飙升至950万人次。当耗资58亿泰铢扩建机场的工程在2015年完成后，这个繁忙的机场每年将足以应付乘客量高达 1250万人次。普吉国际机场目前通航的航空公司已达46家，航线覆盖亚洲、大洋洲、欧洲以及由阿联酋和卡塔尔航班连接至的中东地区。泰国微笑航空也在今年四月推出了前往孟买的直线航班，有了便捷的交通，将有越来越多的印度游客前往普吉岛旅游和举办婚礼，而且将吸引更多企业到普吉岛举办会展。普吉岛的旅游与会展业地位将进一步获得提升。根据旅游咨询和研究公司C9 Hotelworks的数据，去年普吉岛的平均酒店入住率达到76％，平均增长率为 142美元。 micenet Asia

强劲的增长势头在国际与国内酒店集团积极拓展其业务以应付会展需求的同时，品牌的一致性、提供独特的产品以及人才短缺等问题却成为绊脚石。编纂：Sirima Eamtako 和 Kristie Thong

近年来亚洲市场快速崛起，让他们几乎与成熟市场平起平坐，加上对客房供应需求的提高、休闲旅游的上升、会展设施的要求、以及竞争越来越激烈等原因，许多酒店和场地都纷纷制定战略决策，以争取生意。

全球性动力酒店连锁集团如喜达屋继续拓展其主要市场如中国和印度。该集团亚太区高级营销及销售总监Nichlas Maratos表示，中国和印度市场将继续是喜达屋集团亚太地区业绩增长的主要动力。而新兴市场，如菲律宾、斯里兰卡、印尼和泰国也表现出稳定增长态势。喜达屋将在今年首度进军斯里兰卡，并已计划在 2016-2017年之间在菲律宾马尼拉开首家酒店。希尔顿全球酒店集团亚太区销售主管 Dominic Sherry表示，希尔顿将在未来的几年内在现有的18个亚太地区中的104家酒店的基础上继续拓展亚太区的业务，进一步巩固其强大的营业酒店资产阵容，酒店数量预计将增加一倍以上。

我们需预测未来的人才需求，并制定一套员工发展计划，以便吸引、栽培和留住优秀的人才。 DOMINIC SHERRY 希尔顿全球酒店集团亚太区销售主管 68

micenet Asia

希尔顿酒店.

由于其庞大的人口和不断壮大的中产阶级，中国、印度和东南亚等市场目前都蕴含着客观的增长潜力，特别是我们 10个屡获殊荣品牌中的6家酒店--华尔道夫酒店、康莱德酒店、希尔顿酒店、希尔顿逸林酒店、希尔顿花园酒店和希尔顿汉普顿酒店的业绩有望持续增长。我们在北京的第一家华尔道夫酒店将在2014年开业，并计划在2015年入驻曼谷。此外，我们也计划在亚太区增添11家康莱德（Conrad）酒店以及在班加罗尔、印度和菲律宾开设首家酒店。此外，随着缅甸改革开放的步伐正在加快，其旅游业将呈现一片新景象，我们已计划于2014年在仰光开设一家拥有 300间客房的希尔顿酒店。该酒店将是入驻缅甸的首家国际品牌。国内连锁酒店迎来稳定增长以泰国为基地的都喜国际集团也有一系列的发展计划。该集团已宣布将与中国开展一项重大的合资项目。此外，目前正在筹划中的酒店项目也有好几个。都喜国际集团旗下有18家酒店，12 家在泰国，其余的遍布在菲律宾、阿拉

伯联合酋长国、埃及和马尔代夫。未来将有另外10家酒店会在阿拉伯联合酋长国、中国，沙特阿拉伯、美国、印度、泰国和肯尼亚开业。根据全球销售助理副总裁Dorinda Chua，都喜国际集团的发展计划是延续了创始人Chanut Piyaoui遗留下来的传统。Chanut Piyaoui可谓泰国酒店服务业的先驱人物，我们希望能够将这个品牌推向国际市场。“看着我们的品牌走向国际市场，我们都很兴奋，这可是一个激动人心的时刻。我们的业务发展与会展目标一致，我们会尽其所能使我们集团旗下的酒店和度假村能够满足会展的需求。” 由于会展的需求不断提高，加上会展对我们公司的业务扮演了重要的角色，都喜国际集团计划在今年较后时间开发一个崭新的都喜会展品牌。印度本土酒店发展及运营集团ITC将首次在印度以外开设酒店。这个第一家海外酒店将落户斯里兰卡。首席营运官 Dipak Haksar将这个发展归因于“游客数量的增加、协会业务和企业投资，以

趋势

ITC酒店.

及斯里兰卡逐渐稳定的政治局势”。 ITC酒店集团目前正在制订几个发展计划，如古尔岗马纳萨高尔夫度假村、加尔各答ITC酒店和海得拉巴·科希努尔酒店。会展业务的不断增长以及各大城市与休闲中心对休闲旅游的需求是我们在这些城市开设酒店的催化剂。

MICE是促进发展的原因？虽然MICE 市场是许多酒店重要的收益领域，但并非是促进发展潜能的唯一因素。喜达屋集团的Maratos先生说：“航线网络、现有的基础设施和发展潜力也是重要的因素。” 泰国最大酒店业主之一的TCC 酒店集团除了在泰国拥有46家酒店外，另外还有14家酒店设在10个不同的地区。其中雅典娜广场酒店（Plaza Athenee）和帝国皇后公园酒店是曼谷两家会展展设施齐备的大型酒店。今年二月，TCC 酒店集团与万豪国际集团签订酒店管理协议，将曼谷帝国女王公园酒店翻牌成为曼谷女王公园万豪酒店。 TCC 酒店集团高级执行副总裁 Wayne Buckingham说：“公司业务的发展是基于以合适的价格收购处于关键地点的资产。当然，MICE市场也是重要的考量之一，因为对拥有许多客房的 MICE酒店来说，MICE的收入占了整体酒店入住率的20-35％。” 公司除了投入巨资打造一个国际品牌外，也不可忽视MICE市场的收益。许多 MICE酒店的高级管理人员很早就认识到提供个性化专属服务的重要性，而有的品牌显然比其他酒店更重视这一点。

雅高酒店集团旗下的奢华品牌索菲特，通过推出索菲特灵感会议（InspiredMeetings）来奠定它在会展业的地位。索菲特亚太地区销售、营销和分销副总裁Stephane Laguette说：“过去四年，在亚太区索菲特酒店举办活动的团体有增加的趋势，每年大约有15％的增长率。” 与其他提供增值服务或特定价格点的品牌不同的是，索菲特强调量身订做，以服务取胜。

斯、马尔代夫、斯里兰卡和越南的豪华及高档的酒店。以每间客房可用收益为衡量标准，其业绩远胜于其他的酒店集团。Bailey先生认为，这主要归于MICE 的向上销售和强调以服务制胜的理念。这是一项艰苦的工作，而且需要经过一段时间才能赢得会展业的竞争优势。可是一旦成功，其利润是很丰厚的。MICE的经济收益不仅是客房的出租率，它也将增加酒店的餐饮收入和带动其他消费。

人才短缺 MICE市场也是重要的考量之一，因为对拥有许多客房的MICE酒店来说，MICE的收入占了整体酒店入住率的20-35％。 Wayne Buckingham TCC酒店集团高级管理人员兼副总裁

Stephane Laguette 进一步表示：“ 我们的灵感会议策划专员将为客户提供殷勤的服务，并为他们的活动会议定制个性化服务，让与会者留住美好回忆。我们在每日的简报和酒店的培训中都一再强调为顾客提供量身订做的服务。这是一种新的心态，是每天必须提醒自己和经锻炼的事。” 泰国森特塔拉酒店及度假村销售和营销高级副总裁Chris Bailey也认为为 MICE顾客提供量身订做的服务是极为重要的。森特塔拉酒店集团旗下有58家遍布在泰国、中国、印度尼西亚、毛里求

酒店集团在拓展业务的时候将需要大量的人才，它需要很多适当的人才来填补世界各地无数的职位。但目前酒店业却面临人力资源短缺的问题。希尔顿的Sherry先生说：“希尔顿将继续大力投资于人力资源管理和栽培所需的人才以应付日益壮大的业务。”这意味着我们需预测未来的人才需求，并有一套员工发展计划，以便吸引、栽培和留住优秀的人才。目前在该地区已拥有550家酒店以及将在未来三年内另外开设超过250家酒店的雅高酒店集团，已宣布需在2016年之时额外增聘30,000名员工。职位空缺主要集中在中国、印度尼西亚和印度。至于新加坡、泰国、日本以及韩国也有一系列的职位等待填补。雅高酒店集团亚太区人力资源高级副总裁Patrick Ollivier表示：“我们需要的是接待处、餐饮部、厨房和房管部门的员工，他们是酒店的支柱，没有他们酒店将无法营业。此外，我们也需要销售、分销、营销、财务和人力资源方面的人才。 micenet Asia

谈职业规划

DAMION BREUST

巴克莱银行亚太区活动营销总监

从中介服务公司转向企业辗转于会展业两端、来自巴克莱银行的 Damion Breust为有意转到客户一方的人们指引了方向。

回顾我的会展业职场生涯，出现在我脑海中的是一个同心圆，而我本身就处在这个同心圆的中心。我的职业生涯从最小的圆环开始，那时我人在澳大利亚布里斯本市。后来这个圆环逐渐扩大，我的职责范围也从管理布里斯本市的生意延伸至新西兰和太平洋区。接下来，从这个已经变大的圆环，我又跨入另一个更大的国际市场圆环。在这个大圆环里，跨境与跨文化的活动成了我的主要管理职责。接下来的安排并非在我的意料之中。下一个圆环并非整个宇宙（虽然某些雄心勃勃的人一直希翼能够征服整个宇宙），而是你可能没有想到的“ 企业”。对我来说，企业就如同心圆中最大的那个圆环，它包含了所有其他比它小的圆环，而它的存在是基于与其他圆环的关系。没错，我的管辖范围在亚太地区，可是我们筹备的活动可能在伦敦或阿塞拜疆等地区举行，而我多年来在不

相反于宏观管理，在企业中，事事需琢磨，做事注重细节而且力求做到精益求精。 70

micenet Asia

同国家所吸取的知识和获得的洞察力，以及亲身体验，再加上多年的行业经验让我在这个职位上能够游刃有余。在中介公司任职多年后，我在2008年加入了巴克莱银行，直到今天成为亚太区活动营销总监。在企业内部任职的这几年里，我获得了许多宝贵的经验--对品牌的认识、营销的策略、如何通过活动达到市场渗透、赞助事宜以及在12 个独特且文化各异的国家管理活动的方法。对我来说，在一个大型、复杂和多样化的全球企业工作是一个非常难得的机会。篱笆那边的草是否更绿？在中介公司任职的人都期望有一天能转向大机构，在那里一展拳脚。中介公司和企业都有各自优点。一提起中介公司，“肾上腺素加速分泌”、“多样性”和“实际动手操作” 是总结我在中介公司工作经验最恰当的三个短语。快节奏和交货时间短创造了一个充满活力、让你分秒必争的工作环境。这种“兴奋”是可以让你上瘾的。至于在大型跨国公司，你将有机会认识不同的品牌和接触到不同的企业哲学和工作作风。这些经验将对你的日常工作与生活有益。中介公司强调的是实际操

作，很多事情都得亲力亲为，而你的成长也因此变得更快，正所谓的“经验是最好的老师”。管理策略、对品牌的了解程度和洞察力，以及专业发展是我在企业内部任职所学到的宝贵的经验。相反于宏观管理，在企业中，事事需琢磨，做事注重细节而且力求做到精益求精。在很多情况下，企业管理是关于同一个愿景和同一个策略，它的焦点与中介公司全然不同。当你看到多年来苦心孤诣在拓展的品牌得以提升时，你将有一种莫大的满足感。在拓展某一个品牌的过程中，你将对该品牌有深入的了解，并清楚知道该品牌背后的价值和哲学。以我们来说，就是将我们品牌的价值和哲学体现在我们所筹划的活动中。与中介公司不同的是，企业为你提供了提升管理技能以及培养领导能力的机会。值得让你思考的事如果你有意转向企业，第一步应做的是分析你目前的情况，并且寻找一个已在大型企业任职的“导师”，向他征求意见，请他指引你。此外，不妨与已从中介公司转向企业的前同事、朋友或同业者谈一谈，或许他们将为你指出一个方向。

Join American Express Meetings & Events for a discussion on the evolving meetings marketplace at our exclusive Quarterly Forums. Asia Pacific is evolving in terms of how we manage meetings. As an experienced provider of end-to-end meetings management solutions, we at American Express Meetings & Events understand that this evolution creates new challenges and exciting opportunities. We invite you to join us for a quarterly Forum programme to discuss meetings and events priorities, challenges and practices. You will get the opportunity to network with your peers and share experiences, gaining exposure to best practices to enhance your own meetings management programme. American Express Meetings & Events will share insights from our experience and perspective, as well as engage experts across the industry.

Participation is limited. If you are interested in joining, please contact Stephanie.Ong@aexp.com to request your place.

2013年 8月至9月双月刊

巴厘岛日航酒店树立公司新形象如何解决客户拖欠账款的问题从活动中介服务公司转向企业