Mice Now Summer 2012

INSIDE Asia Focus Australia’s mice attractions 聚焦亚洲 澳洲的MICE卖点 CHINA FOCUS wine tourism hotspots 聚焦中国 国内葡萄酒旅游热门地 view point bart buiring from marriott int’l 高层视野 万豪国际酒店集团亚太区运营副总裁白沛霖专访

Spring 2012 / Summer 2012

Late Bloomers

后起之秀

The rise of china’s lower-tiers cities ushers in a new era of china’s mice market

中国低线城市的崛起引领本土mice行业 发展的新时代

M AU R I T I U S

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S E Y C H E L L E S

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M A DAG A S C A R

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M A L D I V E S

w w w. c o n s t a n c e h o t e l s . c o m

Editor’s letter 编者的话

INSIDE Asia Focus Australia’s mice attraction 聚焦亚洲 澳洲的MICE卖点 CHINA FOCUS wine tourism hotspots 聚焦中国 国内葡萄酒旅游热门地 view point bart buiring from marriott int’l 高层视野 万豪国际酒店集团亚太区运营副总裁白沛霖专访

Spring 2012 / Summer 2012

Late Bloomers

后起之秀

The rise of china’s lower-tiers cities usher in a new era of china’s mice market

中国低线城市的崛起引领本土mice行业 发展的新时代

MICE NOW SPring 2012 / Summer 2012

Managing Editor | Stella Xie Editor-at-large | Graham Earnshaw Editorial Consultant | Fifi Kao Contributors | Melissa Tse

Roy Hooper Andy Wang

Ewa Menthay Rebecca Carden

A

few years ago, China’s western hinterlands are probably not among the top choices when companies look to organize an incentive trip. Nonetheless, their prominence is rising in the MICE sector. Our cover story takes a glimpse at the elevated profiles of China’s up-and-coming cities, the subsequent influx of internationally branded hotels and what it means for the MICE market.

The appreciation for a finer lifestyle of China’s nouveau rich is another visible driver for the incentive travel business.

Wine tasting in the country is in the process of morphing from a bourgeois status symbol into a relatively new pursuit by the masses. The domestic penchant for wine means it might not be long before China builds up its own Bordeaux.

In MICE business, devotions to details can never be overemphasized. In this issue, we gleaned insights on how to use F&B to make indelible experiences for guests, and how to utilize interior spaces to generate revenues. Our cases studies look at the refreshing team-building events in Hangzhou that make a perfect retreat for spring.

The start of this season also sees Shanghai abuzz with MICE events in town. Speaking at the IT&CM’s opening event, ICCA’s Martin Sirk pointed out that the real challenges for China to upgrade the MICE sector lie in various intangible facets such as reaching a strategic understanding of the market, increasing political, academic and business linkages as well as China’s ability to learn from the world’s best examples.

China maybe a late bloomer in MICE business, but chances are, it will be a fast learner too.

Research Director | Ada Liu Researchers | Juliet Zhu

Art Director | Frank Zheng

几

年前，中国西部的内陆地区或许并不会成为公司组织奖励旅游的 优先选择。如今这些地区在会展奖励旅游行业内的重要性正不断

提升。我们的封面故事将带你走入这些蒸蒸日上的中国新兴城市，见证 随之而来的国际品牌酒店的大量涌入，并探究它对于整个会展市场的意

Director of Sales | Obie Gao

义。 中国新富阶层对于精致生活方式的追求是推动奖励旅游业务发展的 另一个显著动力。在中国，品酒正从中产阶级身份的象征转变为一种相

Distribution Manager | Seana Liu

对新颖的大众追求。国内对于葡萄酒的热衷或许意味着不久之后，中国 就会打造出自己的波尔多葡萄酒。

Publisher | China Economic Review Publishing Address | 香港中环德辅道中120号 大众银行中心18楼1801室

Subscriptions | subscriptions@ ChinaEconomicReview.com

在MICE领域，对于细节的追求永远是一个值得强调的主题。本期 我们探究了如何利用餐饮来为宾客创造难忘的完美体验，以及如何通过 巧妙的空间布局来创造额外收入。本期的案例研究将带我们来到春游圣 地——杭州，直击那些令人耳目一新的团队建设活动。 季初的上海还迎来了一系列大型会展活动。在中国国际奖励旅游及 大会博览会(IT&CM)的开幕式上，国际大会及会议协会(ICCA)主席马 丁·薛克(Martin Sirk)指出，对于中国而言，提升会展行业的真正挑战在

Advertising enquiries Hong Kong | +852 3174 6136 Shanghai | +86 21 5187 9633-811

于各种无形的方面，譬如达成对于市场的战略认知、促进同政界、学界 及商业领域的联系、以及强化中国自身学习全球最佳典范的能力。中国 或许是全球会展行业内的后起之秀，但她追赶的步伐也会越来越快。

E-mail | ads@ChinaEconomicReview.com MICE NOW

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MICE NOW Contents SPring 2012 / Summer 2012

www.chinaeconomicreview.com

Cover story 封面故事

18 Upward mobility | 欣欣向荣

A look into China’s secondary cities as new MICE destinations

10

探究中国二三线城市开发成为新兴MICE 目的地的潜力

28 The pulse of western China | 中国西部的动脉

30 The architecture of vision | 放眼未来的设计

view point 高层视野

12 Culinary delight | 美食之悦

Interview with Bart Buiring from Marriott International 专访万豪国际酒店集团亚太区运营 副总裁白沛霖

CHINA Focus 聚焦中国

34 raise your glass | 举杯畅饮

China’s outpouring enthusiasm for wine 中国对葡萄酒市场的满溢热情

Asia Focus 聚焦亚洲

40 Continental warmth | 澳洲游升温 Australia woos Chinese incentive groups with a mix of natural and modern allures

自然与现代完美结合的澳洲放眼中国奖励游市场

News BRIEFS 新闻简报

6 mice news across Asia | 亚洲MICE新闻

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18

Hotel ReviewS 酒店评论

46 海派韵味的传承 Manager Interview 经理专访

51 京城里的云南情，让会议别滋新味 Case study 案例分析

48 隐于山野的精彩MICE 50 半岛湖畔 动静皆宜 50 Industry update

行业新闻

54 Event Gallery

活动图集

28 40 MICE NOW

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InterContinental Hotels Group unveils Hualuxe brand 洲际酒店集团为华邑品牌揭幕

Boasting the Chinese character IHG unveils China-branded luxury hotel, making inroad into local market

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160

The number of IHG hotels currently operate in China

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MICE NOW

nterContinential Hotels Group is set to launch its Hualuxe Hotels and Resorts brand, an upscale line for the Chinese market, by the end of 2013. IHG has currently proposed to develop 20 Hualuxe hotels, with hopes to expand in at least 100 Chinese cities within 20 years.

With consulting firm Boston Consulting Group estimating China’s combined domestic and international tourism to rise 14% annually each year for the next decade. Many in the hospitality sector, including IHG, are eager to tap the rapidly developing US$838 billion tourism market. Starwood Hotels and Resorts Worldwide and Hilton Worldwide, for instance, both provided in-room tea kettles, slippers and translation services as part of an effort to attract more Chinese guests.

According to IHG executives, Hualuxe caters

specifically to Chinese customers by offering special services such as VIP check-in as well as late-night noodle bars, teahouses and intimate luncheon rooms. With greater domestic recognition, IHG then plans to import the Hualuxe brand globally to accommodate Chinese consumers traveling overseas. Prices for Hualuxe are expected to be near that of Crowne Plaza’s, which is about US$400 for a king-sized bed in Beijing.

IHG already manages 160 hotels throughout China underneath its InterContinental, Crowne Plaza and Holiday Inn brands. IHG earned US$1.9 billion in revenue from China last year, with China accounting for 10% of IHG’s total profits. IHG’s announcement of its Hualuxe brand comes less than a month after reports of its EVEN brand, a line of hotels geared toward health-conscious guests.

News BRIEFS 新闻简报

主打中国特色 洲际酒店集团揭幕首家中国品牌豪华酒 店，进军本地市场

洲

Noodle Bar for Chinese stomachs 配合中国客人胃口的面条吧

际酒店集团(IHG)准备在2013

提供VIP登记入住和夜宵面馆，茶座和

年底之前，在中国市场推出高

私密午宴室等特色服务，专门满足中

端品牌——华邑酒店与度假村(Hua-

国顾客需求。随着国内认同度增大，

luxe Hotels and Resorts)。目前，

洲际酒店集团计划在全球引进华邑品

洲际酒店集团提出打算建设20家华邑

牌，以适应中国

酒店，同时希望在20年内扩张到至少

顾客的海外旅

100座中国城市。

行。华邑的价格

鉴于波士顿咨询集团预测，未来

预计接近皇冠假

10年内，中国境内外旅游市场将以每

日酒店(Crowne

年14%的速度增长。包括洲际酒店集

Plaza)，酒店在

团在内的众多酒店行业企业急于发掘

北京的大床房价

这个迅速发展的、价值8380亿美元

格约为400美元。

160 洲际酒店集团在 中国已投入运营 的酒店数量

的旅游市场。例如，喜达屋国际酒店

洲际酒店集团已经在全中国管理

与度假村集团(Starwood Hotels and

旗下洲际、皇冠假日和假日酒店品牌的

Resorts Worldwide)和希尔顿国际集

160家酒店。该集团去年在中国盈利19

团(Hilton Worldwide)为了吸引中国客

亿美元，占集团全球利润的10%。洲

人，都在客房里提供茶壶、拖鞋以及翻

际酒店集团在推出EVEN品牌报告后不

译服务等。

到一个月宣布了华邑品牌。EVEN是面

据洲际酒店集团高管表示，华邑

向注重健康人士的酒店客。

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Aiming high in another continent China’s Hainan airline to build 5-star Brussels hotel

H

ainan Airlines is investing US$65.8 million into the construction of a five star hotel in Brussels, likely to be the first five-star hotel in a foreign country wholly owned by Chinese investors. The Chinese company, which was ranked as the world’s fifth safest airline by the German aviation accident investigation agency, JACDEC, has begun building a 181 room hotel to be completed by mid-2013. “We have maintained smooth growth in Europe not only in flight but also hotel business these years,” said Zhang Jinsong, chief represen-

tative in charge of Hainan Airlines’ European operations.

The move comes after two years of negotiations with the Belgian government in order to receive the necessary investment and construction permits, and is part of the airline’s proposed expansion in Europe. The new hotel will be Hainan’s fourth addition to the city since the company already owns one three-star and two four-star hotels in Brussels.

Hainan recently began operating direct flights between China and Budapest, Berlin, Zurich and Moscow.

高瞻远瞩 进军海外 中国海南航空公司拟在布鲁塞尔建造5星级酒店

海

南航空公司将斥资6580万美元在布鲁塞尔建造一座5星级酒店， 这可能是中国投资者在海外全资拥有的首家5星级酒店。这家被

德国航空事故调查机构JACDEC列为全球排名第五的安全航空公司， 已经开始建造一座181间客房的酒店，计划于2013年年中竣工。“我们 在欧洲保持了平稳的增长，不仅在航空业务方面，在酒店业业务近年来 也是如此，”海航集团欧洲首席代表张劲松说。 这一行动是与比利时政府就投资与建设获批进行两年谈判后的结 果，也是海南航空公司欧洲扩张的一部分。新酒店将成为海航在布鲁塞 尔新投入的第4家酒店，因为公司已在该市拥有1家3星级和2家4星级酒 店。海航还投运中国与布达佩斯、柏林、苏黎世和莫斯科之间的直航。

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News BRIEFS 新闻简报

Strategic success Macau MICE market rises to new heights

T

he Macau MICE market is booming as new quality hotels, entertainment precincts and shopping plazas pop up in 2012.

A major project will be launched this year at Cotai Central, which will provide an extra 5800 hotel rooms and suites and 600 stores.

The success of the development of Macau as a destination for meetings, incentives, conferences and exhibitions has been attributed to the Strategic MICE Market Stimulation Program. Since its launch in May 2009, it has assisted around 168 incentive travels, 127 meetings or conferences and 83 exhibitions, involving 2.16 million delegates.

Last year, the number of visitors to Macau, with a population of 560,000, surpassed 28 million for the first time.

More mainland Chinese visitors gravitate towards Macau 更多的大陆游客向澳门进发

2500万 2011年中国大陆赴 澳门游客人数

10.9

去年占国际赴澳门 游客人数的百分比

25 million 10.9 The number of visitors from mainland China to Macau in 2011

Percentage of international visitors to Macau last year

战略性成功 澳门会展奖励旅游市场上升到一个新的高度

随

着2012年全新优质酒店，娱乐场所和购物广场的开张，澳门会 展奖励旅游市场蒸蒸日上。

今年，一个大项目将在金沙城中心(Cotai Central)落成，该项目

将再提供5800间酒店客房与套房，以及600家商店。 澳门开发会议、激励、会展旅游目的地的成功，得益于其战略 性会展奖励旅游市场激励计划(Strategic MICE Market Stimulation Program)的实施。自2009年启动以来，该项目帮助促成了约168项 奖励旅游，127个会议和83个展览，涉及216万团队游客。 去年，赴澳门游客人数首次突破2800万，而澳门人口仅为 56万。

MICE NOW

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Royal Caribbean Cruises 皇家加勒比国际邮轮

Strait competence Taiwan vies to make Keelung Port a major cruise hub

T

461,000 Number of cruise ship passengers across Keelung Port in 2011

10 MICE NOW

aiwan is likely to scrap restrictions on foreign ships traveling across the Taiwan Strait later this year, in a bid to establish itself as a rising major cruise hub, according to an operator.

US-based Royal Caribbean, said that Taiwan’s strategic location in maritime transportation lanes in Asia makes it possible for Keelung Port to become a major cruise ship hub like Hong Kong, Singapore and Tianjin in China.

The company plans to put a 140,000-tonne cruise ship into service on its Asia routes next month, introducing the biggest cruise liner operating in the region.

Meanwhile, Taiwan and China have agreed to allow foreign cruise ships to operate between the two sides of the Strait without having to apply for permission before each trip, according to the Ministry of Transportation and Communications.

Because very few cruise ships are registered in China or Taiwan, cruise operators have not benefited from a 2008 cross-strait pact that allows direct services across the Strait by ships registered on either side.

News BRIEFS 新闻简报

海峡竞争力 台湾力争将基隆港建设成大型邮 船集散中心

据

一家邮轮公司透露，台湾可能在今年 晚些时候废除有关外国轮船来往海峡

两岸的限制，此举旨在奠定台湾作为新兴的 大型邮轮集散中心的地位。 总部设在美国的皇家加勒比邮轮公司 (Royal

Caribbean)表示，台湾在亚洲海上

运输线上的战略位置，使基隆港有可能成为 像香港、新加坡和中国天津这样的大型邮轮 集散中心。 公司计划下月在其亚洲航线上投入一艘 14万吨邮轮，从而成为在该地区营业的最大

461,000 2011年基隆港邮轮 乘客总数

的定期班轮。 同时，据交通部表示，台湾和中国已经 同意来往海峡两岸的邮轮在每次航程前无需 获得审批。 由于几乎没有邮轮在中国或台湾注册， 邮轮运营方并未从2008年允许在任意一方注 册的邮轮直接提供跨海峡服务的海峡协议中 受惠。

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Global hotel prices up A new report demonstrates the importance of the MICE industry on hotel prices

A

up in the air…Marriott Marquis Dubai 直入云霄…马奎斯万豪迪拜酒店

ccording to a report by Hotels.com, corporate travel and the MICE industry are driving up the global average of room rates. The company released its Hotel Price Index for 2011, which indicated that room rates rose four percent compared to 2010 due to the strength of the MICE industry in the current market. Hotels. com president David Roche considered the upward trend an effect of increased demand for accommodation and “higher levels of business and consumer spending.”

However, despite the recent auspicious impact of tourism, the hotel and hospitality sectors in other regions still suffered

this year due to natural disasters and political instability.

Areas such as the Middle East and North Africa, for instance, might face a drop in hotel prices due to revolts in Egypt and Syria, while the Pacific and North America had a surge of five percent in rates last year.

Despite natural disasters, prices in Brisbane and Christchurch went up last year as well, mainly due to short supply.

Roche also noted that despite the growth, prices still remain under the peaks of 2005. “With hotel prices overall still below their 2005 level, now is a great time to go out and explore the world,” he said.

全球酒店价格上扬 一份最新报告验证会展奖励旅游业对酒 店价格的重要性

据

Hotels.com的数据，公司旅行和会展奖励旅游 正推高全球客房均价。该公司发布的2011酒店

价格指数(Hotel Price Index)显示，由于会展奖励旅 游业在当今市场的强劲表现，客房价格较2010年上升 了4%。Hotels.com总裁戴维·罗奇(David

Roche)

认为上升趋势是住宿需求增长，以及“商务和消费者 支出水平更高”的结果。 然而，尽管近来旅游业受到利好影响，今年，由 于自然灾害和政治动荡，酒店和住宿业在其它地区仍 遭受损失。例如，像中东和北非这样的地区，可能因 埃及和叙利亚的反抗运动面临酒店价格下滑。但去年 太平洋和北美区房价则飙升了5%。 尽管出现自然灾害，去年澳洲布里斯班和新西兰 基督城的酒店价格也呈现上升势头，这主要是因为供 应短缺。罗奇还指出，尽管价格上升，但仍低于2005 年时的峰值。“由于酒店价格总体仍低于2005年的水 平，现在正是出行和周游世界的大好时机，”他说。

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Pan Pacific Suzhou 苏州吴宫泛太平洋酒店

News BRIEFS 新闻简报

Gate wide open

大门敞开

The Philippines relaxes visa process to attract more foreign tourists

菲律宾为吸引更多外国游客放松 签证程序

I

在

n an ambitious effort to promote the Philippines as a tourist destination, the country’s Department of Tourism (DOT) is reforming its visa regulations. The new policy implementations are an attempt by the government to lure more foreign tourists by simplifying entry requirement procedures and broadening the duration of stays.

The Philippines will now grant increased visa-free privileges for 166 countries and territories from 21 to 30 days, including to Chinese nationals traveling to the Philippines as part of a tour group handled by a Department of Tourism-the accredited tour operator. Indian nationals who have a

valid American, Japanese, Australian, Canadian, Schengen, Singaporean, or British visas will be given a 14-day visafree stay. Other possible reforms currently under review by the DOT, DFA and BI involve a special long-stay visa for retirees.

The DOT has said that with these visa reforms, the Philippines will now be competitive with the entry policies of neighboring countries such as Thailand, Singapore and Malaysia, which all allow entry of nationals of most countries without a visa for stays of up to 30 days. Under the new policies, the Philippines now hopes to reach 10 million foreign tourists by 2016.

一项雄心勃勃地推动菲律宾成为旅游胜 地的计划中，观光部正在进行签证规则

改革。新政的实施是政府的一项举措，旨在通 过简化入境程序要求和放宽停留时间吸引更多 外国游客。 现在，菲律宾将166个国家和地区的特许 免签时间从21天增加到30天，其中包括由观 光部——认证旅游运营商——组织的随团到菲 律宾旅游的中国人。持有效的美国、日本、澳 大利亚、加拿大、申根、新加坡或英国签证的 印度人将给与为期14天的免签。而另外一项可 能实施的改革涉及退休人员的长期居留，正在 由观光部、外交部和移民局评议。 观光部表示，通过这些签证改革措施， 菲律宾现在可以在入境政策上与泰国、新加坡 和马来西亚等邻国竞争，这些国家给予多数国 家国民最高30天免签。在新政策下，菲律宾希 望，到2016年外国游客能够达到1千万人次。

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Culinary delight Catering to local food and beverage tastes can help hotels succeed in China, says Bart Buiring, vice president of continent lodging services & operations at Marriott International

C

ost-cutting on Food and Beverage budget has been a pervasive trend at hotels across the globe. Yet, rising guest expectations on food choices means that presenting impressive dishes might come up higher on hoteliers’ agenda.

MICE Now spoke with Bart Buiring about the new triumphing trends in the Food and Beverage sector, key elements of a satisfying dining experience and the importance of offering authentic local dishes Q: What are some of the latest food and beverage trends in China?

A: First of all, the focus on food quality is extremely important in China – the selection of ingredients and the authenticity of food are critical. Guests are extremely discerning and expect excellence. There appears to be an increase in requests for organically sources ingredients and sustainable seafood. Our food and beverage offerings are locally relevant, and we offer a variety of menu items that are appealing to those local clients ideally using ingredients that are locally sourced.

Increasingly, design and technology are also very important in the food and beverage arena. Speciality restaurant designers and lighting/audiovisual designers have become an integral component of F&B success.

Q: What trends are you seeing in food & beverage for events?

A: There is a lot of innovation in the wedding arena in terms of décor, food style and entertainment requirements.

14 MICE NOW

in those local markets. Rigorous training and sourcing the best ingredients locally are also crucial. And then it all has to come together in the kitchen through excellent cooking technique and the perfect preparation methods.

That is how we deliver excellence and the highest quality.

Bart Buiring, vice president of continent lodging services & operations at Marriott International

Destination weddings appear to become more popular as well. We see this in our resorts in Sanya but also in destination such as Phuket. The growing presence of roof-top bars is another trend we see. Wine tasting is also a trend that has been evident for a number of years with Chinese increasingly becoming expert wine connoisseurs.

Q: What is your hotel’s strategy to stay “regionally relevant” when it comes to cuisine offerings?

A: We want to make sure that we offer authentic regional food in our hotels in China. Naturally for us to get this right, we need to hire the best local talent, conduct research and reach out to chefs in the local area for their support. We want to make sure that we hire talented cooks, whether from the best freestanding restaurants in the area or as trainees from hotel schools

Q: What are the key elements to ensure a satisfying culinary experience for business travelers or conference attendees?

A: There are a number of factors that are very important when considering the food offering for a meeting. Menu planning is often the first step. The time of the day, the length of the meeting, the country of origin of the participants are all factors that we need to take into account when assisting our guests to plan events at our Marriott or JW Marriott properties. Some gatherings lend themselves more to sit down meals, others more to a buffet style arrangement. When we plan our coffee breaks for meetings we always recommend that there is a buffet component, a live cooking element and a “passaround” component. We also always recommend that we offer a balanced selection of sweet and savory options and, of course, plenty of healthy food and beverage selections. Juice bars for example are becoming increasingly popular.

Q: You said you have incorporated designers into your event planning.

Could you elaborate on how you tailor the design of meeting spaces to clients?

A: MICE clients are increasingly look-

view point 高层视野

Man Ho Chinese restaurant at Shanghai Marriott Hotel City Center 上海雅居乐万豪酒店中餐厅

ing for designed meeting spaces that are different from the standard ballroom. Through design, through the meeting table offering, the room set-up and audiovisual technology, we aim to satisfy those very demanding consumers looking for a relevant meeting experience. Creative food and beverage offerings in terms of coffee breaks and lunches or dinners all add to the experience.

Q: And how important is food and beverage to a hotel remaining competitive in a local market?

A: Food and beverage contributes significantly to a hotel’s positioning in the local market. If you consider a hotel in a city, the local clients will often only experience the banquet facilities and Steamed Spot Garoupa 清蒸斑鱼

restaurant facilities. Attracting local consumers is critically important to us.

In the mind of those local consumers, the image of the hotel is largely formed in our meeting rooms and restaurants.

Q: What are some of the top food and beverage demands from Chinese MICE planners?

A: For meeting planners the three key factors for any meeting are timing, quality of the food, and service that is tailored or personalized to their event. Food needs to be freshly prepared and delicious. It needs to be served on time, and hot food needs to be hot and cold food needs to be cold.

These requirements have not changed much over the years. Authenticity is critically important. Special requests Fresh crab claw 新鲜蟹钳

for religious reasons or because of allergies need to be fulfilled without any delays or errors.

Q: Do you see a surge in MICE delegate’s demand for healthier foods in China?

A: It is clear that there is an increasing demand for healthier food options in China. Whether I want to go as far as to call this a “surge,” perhaps not quite yet. It is, however, clear that guests are increasingly concerned about their calorie intake, interested in where the product ingredients come from and whether food items are organic or not.

There also appears to be a clear trend to eat less red meat and to increase ingredients with anti-oxidants such as goji berries and blueberries.

Signature barbecued pork 特色叉烧酥

MICE NOW

15

美食之悦 万豪国际酒店集团(Marriott International)亚洲太平洋地区运营副总裁白沛霖(Bart Buiring)表示， 迎合地方餐饮品味能够帮助酒店在中国取得成功

餐

饮预算被大幅削减已经成为全球酒店行

或缺的组成部分。

业普遍面对的一个趋势。而客户对于食

培训以及严选当地最好的食材也同样至关 重要。之后要做的是在厨房内以卓越的烹

物选择期望的提升也意味着对各家酒店而言，

问： 你觉得在活动的餐饮方面有哪些趋势？

饪技术和完美的准备手法将这些元素糅合在

提供令人难忘的餐饮体验也是酒店运营商工作

答： 目前在婚宴的装饰、食物风格以及娱乐要

一起。这就是我们传递卓越与最高品质的方

议程上日趋重要的一个方面。

求方面已经有许多创新。此外旅行结婚似乎也

式。

本刊与白沛霖就餐饮行业新兴的趋势、满

日渐流行，这从我们位于三亚以及普吉岛等景

足餐饮体验的关键元素以及提供纯正地方美食

点的度假村就可以看出。此外我们还发现屋顶

问： 要为商务旅客或参会人员呈现令人满意的

的重要性展开了探讨。

酒吧也逐渐成为一种流行的趋势。另外随着越

美食体验，有哪些关键元素？

来越多的中国人成为葡萄酒的鉴赏专家，近年

答： 在为会议提供食物方面存在着一些非常重

来品酒也已成为一个明显的趋势。

要的因素。菜单的规划通常是第一步。当我们

问： 最近中国在餐饮方面有何趋势？ 答： 首先，在中国很重要的一个方面是对食物

协助宾客为在万豪或JW万豪酒店内的活动制

品质的注重，包括食材的甄选以及食物是否正

问： 在美食供应方面，你们酒店通过何种策略

订计划时，每天的时段、会议的长度、参会者

宗都非常关键。这里的客户极具品鉴力，他们

来保持“地域特色”？

的国籍等都是我们必须考虑到的因素。一些集

期待品尝卓越的美食。目前针对有机食材原料

答： 我们希望确保自己能够在中国提供纯正

会可能更适合正餐，而其它一些集会可能更适

以及环保海鲜的需求似乎正在增多。我们提供

的具有地域特色的食物。为了做到这一点，

合自助餐。当我们为会议安排茶歇计划时，我

与各地相关的餐饮，最理想的情况是，我们能

我们自然需要雇佣最好的当地人才、开展调

们总是会建议在其中加入自助餐、现场烹饪或

够通过当地采购的食材制作出各种吸引当地客

研、并接洽当地大厨以获取他们的支持。我

绕场服务小吃的环节。此外我们总会推荐甜咸

户的美食。在餐饮行业的竞技场上，设计与技

们希望确保自己能够聘请到有才华的厨师，

搭配均衡的方案。当然，我们还会提供大量健

术也已变得极为重要。要在业内取得成功，专

他们可能会来自当地独立的餐馆，也可能是

康的食品和饮料供选择，例如果汁酒吧如今就

业餐厅设计师和照明/声光设计师已经成为不可

来自当地市场上酒店学校的培训生。严格的

越发走俏。

16 MICE NOW

view point 高层视野

Japanese style...Inaginku 日式风情...稻菊餐厅

Shanghai City Bistro kitchen 上海雅居乐万豪酒店餐厅厨房

Man Ho Chinese Restaurant 上海雅居乐万豪酒店中餐厅

时间安排、食物品质以及根据活动定制个性化的服 务，是影响所有会议的三个关键因素

问： 你刚刚说到你们已经将设计师纳入了自己

问： 中国的会展活动规划者会提出哪些高端的

的活动规划之中。你是否可以阐述一下你们是

餐饮要求？

如何为客户量身定制会议场所设计的呢？

答： 在会议规划者看来，时间安排、食物品质

答：越来越多的会展客户正在寻找那些设计有

以及根据活动定制个性化的服务是影响所有会

趣、有别于标准宴会厅的会议场所。我们的目

议的三个关键因素。食物必须新鲜美味，提供

标是通过设计、通过提供不同的会议桌、房间

的时间也需要恰到好处：该热的食物必须热，

布置和声光技术来满足那些非常挑剔的顾客，

该冷的食物必须冷。这些要求并未在这些年发

使他们获得相关的会议体验。茶歇、午餐或晚

生太大的变化。保证食物的正宗品质也同样至

餐期间所提供的创意食物与饮品都能提升这种

关重要。由于宗教或过敏等原因而提出的特殊

体验。

要求也必须及时且无差错地做到。

问： 餐饮业务对于一家酒店在当地市场上保持

问： 在中国，你是否发现会展代表们对于健康

竞争力有多重要？

食物的要求在大幅攀升？

答：餐饮在很大程度上决定了一家酒店在当

答： 在中国，人们对于健康食物的需求的确有

地市场上的地位。对于一家城市里的酒店来

显著增长。但或许目前我并不会将其称之为“

说，当地客户往往可能只会体验到它的宴会

大幅攀升”。显然，有越来越多的宾客开始关

与餐饮设施。因此吸引本地消费者对我们而

注自己摄取的热量，他们会关心食材来自何方

言极其重要。在那本地消费者的脑海里，酒

以及这些食物是否有机。此外少吃红色肉类，

店的形象大部分是由我们的会议室和餐厅构

多放诸如枸杞、蓝莓等抗氧化的配料似乎也已

成的。

成为一个显著的趋势。

Chinese welcome...Shanghai City Bistro Kitchen 中式欢迎...上海雅居乐万豪酒店

MICE NOW

17

Upward mobility China’s lower-tier cities are on an infrastructure spending spree coupled with an influx of global hotel chains, heralding the rise of MICE business beyond metropolitans

18 MICE NOW

COVER STORY 封面故事

M

ention the annual World Economic Forum to business circles and the city of Davos perched on the Swiss Alps will spring to mind. The fact that hosting conferences can catapult a once-ignored town to global recognition is a fashionable idea that a plethora of smaller cities in China have begun to subscribe to. The aim of this rite of passage, for many if then, is to propel the local MICE industry up to the next level.

Long overshadowed by the dazzle of Beijing, Shanghai and Guangzhou, China’s secondary and tertiary cities are powering ahead as the latest emerging MICE destinations.

The evidence is there in abundance: Over the last decade, landmark exhibition facilities have popped up all over the country, high-speed railway networks now zip past fields from east to west, and luxury international hotels are scrambling to break ground first in China’s interior cities.

A combination of increasingly sophisticated business environments, less cumbersome travel routes and, perhaps most importantly, operational cost-effectiveness has allowed for the emergence of strong alternatives for MICE planners seeking out-of-city event options. Tourism hotspots like Chengdu, Hainan and Qingdao also trumpet fresh leisure amenities and natural retreats that metropolitan cities cannot rival. By leveraging local advantages, China’s emerging cities can inject new dynamics to an increasingly diversified China MICE market.

Master planning The State Council, in its master blueprint for the Chinese economy, has targeted the fostering of China’s tourism sector as a pillar industry which should account for 4.5% of national GDP by 2015. Many local governments have singled out the MICE industry as the key driver of the local economy. With this backdrop, business travel is ultimately a top-notch option. Dubbed as the “bread of the city” the exhibitions and conferencing industry is no doubt a great money earner.

Indeed, MICE business demand in China is slated to grow strongly at all levels. It is estimated that the country’s conferencing industry will be worth over RMB300 billion by 2015 while the number of domestic travelers will hit 3.5 billion. According to a recent report by the International Congress and Convention Association (ICCA), the Relax among the hills…naked Stables Private Reserve 山林间的闲憩…莫干山naked Stables Private Reserve

MICE NOW

19

esort

nt R Brillia

ai , Jingm & Spa 店 精品酒 联 柏 景迈

Many of China’s aspiring tier-two cities are eager to expand the MICE market overseas

20 MICE NOW

government’s funding on new infrastructure projects in China’s lower-tier cities should translate into 120 operational world-class convention facilities by 2040.

The strategy of capitalizing on business travel and the conference industry varies from city to city. One noticeable trend is the early-stage planning create scalable industry zones or business hubs that thrive on tax breaks and preferential policies in order to attract domestic and even international investments. Chengdu, which many consultancy firms label as a “tier-1.5” city, is now home to over 300 out of the Fortune 500 enterprises. The famed TianFu Software Park, an IT and service outsourcing hub, has enabled the city to develop a full service industry supply chain. The city has recently been under the limelight for garnering the title as China’s new manufacturing hub, to which factories are relocating from the more high cost coastal regions.

“Chengdu is the destination that

can fit for all kinds of events, while the meetings and conference outlook is most optimistic,” said Jeffrey Zhang, General Manager of Area Sales and Marketing at ETG Portfolio Hotels, where 42% of its 2011 revenues came from the MICE segment. “The political focus and economic growth has stimulated investments and developments, which is also reflected from the fast growth of corporate meetings and conferences from various companies.”

Another factor is that secondary cities can better leverage the local industry advantages when playing host to professional conventions. For example, Suzhou and the Yangtze River Delta region have become the go-to destination for new energy conventions. And while Chengdu and Chongqing ride on the “Go West” development scheme, allowing them to transform into business and investment nodes, scenic spots like Hainan are reaping rewards from their resort and tourist resources to position themselves as premium MICE destina-

COVER STORY 封面故事

Chinese restaurant at Kempinski Yinchuan 银川凯宾斯基饭店的中餐厅

tions in Asia.

Eager to provide top-caliber incentive travel experiences on par with international standards, Hainan now has 153 infrastructure construction projects in the pipeline, all aimed at transforming the island province into an international tourism destination by 2020. A bullet train link between Hainan’s two main cities, Haikou and Sanya, opened in 2011, allowing tourists to travel all around the island within one day.

“The local government has worked very hard to drive MICE and the wedding business in both domestic and overseas market in recent years,” said Joanna Lin, Director of Marketing and Communication from Sanya Marriott Resort & Spa. She said about 40% of the hotel’s revenue is generated from MICE business.

Haitang Bay, a beachfront destination that sits to the north of Yalong Bay is the latest developed area that houses many MICE properties. The number of

The Westin Changbaishan Resort 长白山万达威斯汀度假酒店

luxury properties planned for the Haitang Bay, such as Conrad and Doubletree by Hilton, Fairmont Haitang Bay Resort, and Shangri-La Sanya, will eventually rival that of Beijing and Shanghai.

For MICE planners, the availability of world-class venue facilities is another key determinant to choosing destinations. In Chengdu, besides the RMB1.4 billion government project for the construction of the Chengdu International Exhibition and Convention Center, the city is also planning a second exhibition venue. Wuhan, another major city in central China, is building a 460,000-square-meter International Exposition Center which will be the largest of its kind in that region.

Outbound enthusiasm Beyond achieving domestic prominence, many of China’s aspiring tiertwo cities are eager to expand the MICE market overseas.

While Chongqing has boomed par-

ticularly fast in recent years, Chengdu appears to be keener on enhancing its overseas image, which is a boon for the region’s MICE business. Last year, the municipality’s Exposition Bureau launched a high-profile promotional video at the Times Square in New York City featuring pandas, business centers, cultural relics, as well as natural scenery spots such as Jiuzhaigou and Mount E’mei. Those efforts have paid off: In April 2012, US-based Forbes magazine announced that the 2013 Fortune Global Forum will be held in Chengdu, marking the first time that such an event will take place in a second-tier Chinese city. ICCA further predicts that more international events will take place in cities including Xiamen, Shenzhen, Hangzhou, Dalian, Tianjin and the resort destination of Hainan.

Moreover, many policy restrictions are being eased in order to keep the momentum going. Hainan is now granting free-visa landing for delegates and MICE NOW

21

tourism groups from Australia, US, and Canada. Direct flights linking China’s emerging cities and Europe and US are proliferating. The number of international destinations to be reached by air from Wuhan will rise to 40 by 2030. Wuhan is slated to become China’s fourthlargest air transport hub after Shanghai, Beijing and Guangzhou.

Sanya in Hainan already attracts many international events, but the lack of a major conference and convention venue has so far limited the city’s attraction to large-scale groups, said Lin from Sanya Marriott Spa & Resort.

Similarly, Hangzhou’s existing venue facilities struggle with accommodating groups larger than 1,500 people.

During the past decade, the proportion of international-level conferences held in Hangzhou inched up to 3.5% in 2010, according to ICCA. However, this was largely caused by a ripple effect from the 2010 Shanghai Expo. “The number of PCOs in Hangzhou remains 22 MICE NOW

scarce compared to Beijing and Shanghai,” said Shu Tao, Vice President of Hangzhou M.I.C.E. Association. “And that’s the challenge confronting other tier-2 and tier-3 cities in their quest to upgrade MICE business.”

Second-tier market, firstclass opportunity While phrases like “boutique” and “niche” dot the lexicon of hotel marketers swarming to Beijing and Shanghai, most of China’s second- and third-tier cities have only just begun to embrace the influx of mainstream internationally-branded hotels, as the China50 report by Jones Lang LaSalle noted.

The latter phenomenon has raised skepticism over the market’s absorption capacity. Yet, many believe hotel operators’ foray into China’s interior lands isn’t a bet on blind faith. Solid central and provincial government infrastructure investment, abundant tourism resources, and the rise of as-

piring Chinese travelers all provide strong incentives for China’s lower-tier cities to grab a bigger slice of the booming domestic incentive travel market.

“Each hotel has its unique character and market proposition. Their entrance to the local market can fill the gap and create a ‘cluster effect’, which then provides a more diversified choice for event organizers,” said Shu of the Hangzhou M.I.C.E. Association.

The continuing migration of rural residents to second-tier cities provides the basis of a promising consumer market. According to McKinsey Global Institute’s forecast, the number of wealthy households in China will triple from 1.6 million in 2008 to 4.4 million in 2015, with 75% of the growth occurring outside the metropolitan areas. A recent report from Business Monitors International projects aggressive expansion of Chinese retailers into the booming secondary and tertiary cities that will

COVER STORY 封面故事

The Westin Changbaishan Resort 长白山万达威斯汀度假酒店

Tranquil experience: Fuchun Resort by night 宁静的体验: 杭州富春山居夜景

push retail sales to grow by a brisk 74% from 2009 to 2014.

These promising signs offer a confidence boost for high-end hotels as they quicken their expansion steps. Estimates show that China’s hotel market will expand by 5-8% annually through to 2030, a staggering pace inconceivable in most Western markets. Accor is scrambling to double its hotel presence in China by 2015, with its most recent move aim at tailoring the brand Grand Mercure for Chinese upscale travelers.

Hilton has announced plans to boost number of properties in China from the current 25 to 100 by 2014, when China will overtake the United States as Hilton’s largest market. And many of those new buildings will be located in smaller cities. In May 2011 alone, near 80% of the 18 newly added star-rated hotels in China opted for less developed hospitality markets in places like Dalian, Chengdu and Wuxi.

Cutthroat competition coupled

with low occupancy rates has long afflicted hotels in key cities like Shanghai and Beijing. Naturally, seeking growth elsewhere is a priority for global hotel chains. Many are expected to adapt a defensive mid-market strategy as the first international hotel in town, according to the China50 report by Jones Lang LaSalle.

“In many cases, high-end hotels at lower-tier cities are brandished as highlights to attract travelers,” said Lily Ng, Executive Vice President of Jones Lang LaSalle Hotels, “but ultimately, its growth depends on the prosperity of local economy as well as adequate hotel room demand for support.”

Some industry critics take a rather cautious outlook, but hoteliers mostly hold a positive view. Grégoire Champetier, Global Chief Marketing Officer at Accor, believes that the revenues at China’s third-tier cities can beat the performance of hotels at Shanghai, Beijing and Guangzhou.

ing to Chinese tastes is more relevant in lower tier cities, where consumers are more accustomed to traditional lifestyle. At Accor’s Grade Mercure, guests can identify service staff with badges in Chinese characters and pinyin. Elements like Tai-chi sessions and local imported tea are emphasized to conform to the expectations of Chinese customers. “The competitive edges of hotels in China’s lower-tier cities boils down to whether they can provide clients with the particular type of service they demand,” noted Ng from Jones Lang LaSalle Hotels.

Yet, to lure the hearts of MICE planners requires more than hardware upgrades. Secondary and tertiary cities’ off-site service quality needs to move up the ladder. That’s one factor where many still lag behind compared to cosmopolitan cities. Cases where tourists report being ripped off by taxi drivers and vendors at famous scenic spots remain prevalent, mostly due to a lack of

Essentially, the key to creating a winning MICE business for hoteliers is all about service quality. Much business is still done over tea sipping meetings rather than at bar counters. Cater-

proper tourism industry regulations.

The quest for China’s smaller cities to earn the badge as the new go-to MICE destinations is far from an overnight, top-down transformation.

MICE NOW

23

欣欣向荣 探究中国二三线城市开发成为新兴 MICE目的地的潜力

在

商界，一提到每年的世界经 济论坛，人们就会想到位于 阿尔卑斯山脉的瑞士达沃 斯。主办高端会议可助推过

去乏人问津的城市赢得世界声誉这一事实，成 为中国众多小城市开始认同的流行理念。对很 多城市来说，其通过仪式就是推动当地会展业 再上一个等级。 以往长期以来被北京、上海、广州的光 芒所掩盖，现在中国的二三线城市正高歌猛 进，成为最新崛起的会展目的城市。其证据车 载斗量：在过去十年中，诸多地标性会展建筑 拔地而起，高铁网络正从东到西横跨原野，豪 华的国际酒店纷纷首次在中国的内地城市破土 而出。 日益发展的商业环境、不那么拥堵的道 路交通，而最重要的因素也许是运营性价比， 这三者的组合似乎是会展规划者寻求在大城市 以外举办活动的强烈动力。成都、海南、青岛 等旅游热点地区也大力宣传大都市所无法比拟 的清新休闲娱乐和天然休养场所。通过利用当 地优势，中国的新兴城市将给日益多元的会展 市场注入活力。

总体规划 随着国务院确定发展蓝图，将扶植旅游业成为 中国支柱产业，到2015年前将占全国GDP的 4.5%，各城市政府选择会展业作为当地经济 的主要动力。在这一背景下，商务旅游最终成 为顶级选择。会展业被称为“城市面包”，毫 无疑问是一棵摇钱树：研究表明，举办一场大 规模展会可为当地经济带来多达九倍的收益。 确实，中国的会展业需求必将在各个层 面迅猛增长。据估计，2015年中国的会展业 产值将超过3000亿元人民币，同时国内游客 将达35亿人次。根据国际会展联合会(ICCA) 最近的报告，中国政府对二三线城市新基础设 施的投资，到2040年将形成120个可运营的 世界级会展中心。 各城市从商务旅游和会展业中获利的策略 各不相同。一个重要的趋势是创建大小可调的工 业开发区或商务枢纽的早期规划，以税收减免和 优惠政策吸引国内乃至国际投资。成都被众多咨 Brilliant Resort & Spa, Jingmai 景迈柏联精品酒店

24 MICE NOW

询公司视为“一级半”城市，现在世界财富500

COVER STORY 封面故事

Signatu

e restau

rant at T

he West in Chan gbaisha 长白山万 n Resort 达威斯汀 度假酒店 特色餐厅

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强企业中已有300多家入驻。成都天府软件园是

一变成了吸引商务和投资的磁铁。海南这样的风

酒店、费尔蒙海棠湾度假酒店、三亚香格里拉酒

IT和服务外包中心，使成都得以发展出一整条服

景区则从丰富的自然资源中受益，其目标是成为

店等，短时间内其数量将最终比肩北京和上海。

务产业供应链。成都最近由于荣膺中国新制造业

亚洲一流会展目的地。

对会展规划者来说，能否获得世界级的

中心而备受关注，众多工厂从成本高昂的沿海地

海南渴望提供具有国际水准的顶级刺激旅

场所设施是选择目的地的另一个关键决定因

区迁到这里。尽管仍在恢复四川大地震的创伤，

游体验，目前约有153个在建项目，所有这些项

素。除了成都国际会展中心这个投资14亿元

成都的经济崛起没有显示出任何减缓的迹象。

目都是为了使海南在2020年转型为国际旅游目

人民币的政府项目之外，成都目前还在酝酿一

的地。在省内，连接海口和三亚的高速铁路于

个新项目，以满足多样化的需求。另一个西部

2011年通车，让旅游者可在当天环游全岛。

大城市武汉拥有面积多达46万平方米的国际

成都世纪城天堂洲际大饭店(该公司2011年 收入的42%来自于MICE行业）区域销售和市场 部总经理张毅(Jeffrey

Zhang)说：“成都适于

三亚万豪度假酒店及水疗中心市场及公关

展览中心，这是中国中部最大的会展中心。而

承办各种活动，而承办会议的前景最令人乐观。

部总监林群(Joanna

Lin)表示：“近年来，当

银川市金融办将至少三年拨款300万元支持会

政治关注和经济增长刺激了投资和发展，这也在

地政府积极努力，推动国内及海外市场的会展和

展中心项目，努力从长期提升其会展业实力。

诸多公司企业会议的快速增长中得到了反映。”

婚礼行业发展。”该酒店约有40%的收入来自

另一方面，二线城市能更好利用当地产业

于会展行业。

放眼海外

优势，承办专业会展。例如，苏州和长江三角洲

位于亚龙湾以北的海棠湾是最新开发的地

除了稳固国内的低位之外，中国许多雄心勃勃的

地区已成为新能源会议的必到之地。而成都和重

区，这片海滩拥有诸多会展设施。海棠湾规划的

二线城市都热切地想要拓展海外的MICE市场。

庆则乘着“西部大开发”发展规划的东风，摇身

豪华酒店，包括希尔顿集团的康莱德酒店和逸林

虽然重庆近年来发展迅猛，但成都似

MICE NOW

25

InterContinental One Thousand Island Lake Resort 杭州千岛湖洲际度假酒店

乎更加渴望提升其海外形象，这对该地区的

和旅行团给予免签入境待遇。连接中国新兴城市

目的赌注。稳固的中央和省级政府基础设施

MICE业务来说是件好事。去年，成都展览局

与欧美的直飞航班正在激增。到2030年，从武

建设投资、充足的旅游资源、以及积极的中

在纽约时代广场推出了一个高调的宣传视频，

汉坐飞机能够直达的国际旅游目的地的数量将增

国游客的增加，都是中国低级城市想要获

主要以熊猫、商业中心、文化遗产和自然风

至40个。它将成为继上海、北京和广州之后的

取更多蓬勃发展的国内会奖市场份额的强有

景（如值得游客回访的九寨沟和峨眉山）为

中国第四大航空枢纽。

力诱因。“每座酒店都有自己的特色和市场

主题。这些努力得到了回报：2012年4月，

来自三亚万豪度假酒店的林群说，尽管三

地位。它们来到本土市场，能够填补市场

美国福布斯杂志宣布，2013年全球财富论坛

亚吸引了很多国际盛会，但缺乏主会议中心大

空缺，并产生‘群集效应’，为会议和活

将在成都举行，这标志着像这样级别的活动首

大影响了该市对大规模团体的吸引力。同样，

动组织者带来了更加多样化的选择。”杭州

次在一座中国的二线城市举行。国际会议协会

杭州现有的场所设施也很难满足超过1500人的

MICE协会的舒涛说道。

(ICCA)进一步做出预计称，在厦门、深圳、

团体。根据ICCA的数据，在过去10年，杭州

大量农村居民涌入二线城市预示着一个

杭州、大连、天津以及海南度假胜地这样的城

的国际性会议比例在2010年增加了3.5%。然

有潜力的消费市场的形成。据麦肯锡全球研究

市中将举办更多国际活动。

而，这主要受到了2010年上海世博会的连锁效

所的预计，中国富裕家庭的数量将翻三番，即

此外，为了推动这一势头，很多政策上的

应，而上海世博会已经淡去。“在杭州，PCO

从2008年的160万户增加至2015年的440万

限制正在被取消。海南希望吸引来自西方的资深

的数量相较北京和上海来说依旧很少。”杭州

户，其中75%的增长将发生在大城市外。《

游客，对来自澳大利亚、美国和加拿大的代表团

MICE协会的副会长舒涛说，“而这就是那些

国际商业追踪》(Business Monitors Inter-

正在寻求升级MICE业务的中国二、三线城市

national)近期的一份报告预计称，中国零售

所面临的挑战。”

商积极地扩张至蓬勃发展的二、三线城市，此

据国际会展协会(ICCA) 最近的报告，中国政府对 二三线城市新基础设施的 投资，到 2040 年将形成

120个可运营的世界级会 展中心

26 MICE NOW

举将推动零售销售额在2009年至2014年期间

二级市场，一流机遇

增加74%，这一数据着实令人欣喜。

聚集在上海和北京的酒店运营者满脑子都在思

这些充满希望的迹象提升了高端酒店

考像“精品店”和“小众市场”这样的词汇，

在增加扩张步伐时的信心。预测数据显示，

但与之不同的是，多数中国二、三线城市才刚

中国的酒店市场将在2030年前每年增加

开始迎接主流国际品牌酒店的入驻，就像仲量

5-8%，如此稳定的增幅对于多数西方市

联行(Jones Lang LaSalle)所做的《中国50

场来说难以置信。雅高酒店正努力地想在

城》报告中所指出的那样。

2015年把自己在中国的酒店数量翻番，其

后一种现象激起了人们对于市场消化

最近的一个举措就是为中国高级游客度身定

能力的质疑。然而，许多人相信酒店运营商

制了一个品牌——美爵酒店(Grand

Mer-

大举进军中国内地城市的做法并不是一个盲

cure)。在更早之前，希尔顿酒店宣布计划

COVER STORY 封面故事

naked

Stable

s Priva

laza wne P

Cro

te Res

erve

en da Gard du Pan 店 假日酒 Cheng Welcom 冠 皇 园 公 e to Chin 成都保利 a Meetin

g Pakag es at Ke mpinski 北京凯宾 Beijing 斯基“北 京欢迎您 ”特色茶 歇

增加中国酒店的数量，即到2014年，把酒

“在许多情况下，在低级城市的酒店被

可以通过标有中文字符和拼音的徽章来选择服

店数量从当前的25家增加至100家。届时

视为吸引游客的标志。”仲量联行执行副总裁

务员工。比如瑜伽区和当地进口茶的元素，

中国将取代美国，成为希尔顿酒店的最大市

吴嘉保(Lily

Ng)说，“但最终，其增长依靠

被重点用于迎合中国客人的期望，让他们感觉

场。同时，在这些新酒店大楼中有很多会

的事当地经济的繁荣度以及对于酒店房间的充

舒适。“在中国地级城市酒店的竞争力在于，

在中国的小型城市拔地而起。单单在2011

足需求。”虽然一些业内批评家做了一个更加

它们是否能为客人提供他们所需的那一种服

年，中国的18家新增星级酒店中有近80%

小心的展望，但酒店老板却持乐观态度。雅高

务。”仲量联行的吴嘉保指出。

选择了酒店服务业并不算发达的地区，如大

酒店全球首席市场运营官尚普杰(Grégoire

然而，要想真正赢得MICE规划者的青

Champetier)相信，中国三线城市的收入能

睐，需要的不仅是硬件上的升级。二、三线城

胜过在上海、北京和广州的酒店。

市的酒店外服务质量需要增加。与大城市相

连、成都和无锡。 激烈的竞争伴随着低入住率，长期以来 一直在影响着主要城市（如北京和上海）中的

归根结底，对于酒店业者来说，打造一

比，这仍然是一个落后的因素。游客投诉出租

酒店。因此，对于全球酒店连锁来说，寻找其

个制胜的MICE业务的关键是服务质量。在中

车司机拒载，以及投诉在著名景点的小贩的案

他增长区域就自然而然的成了重点。据仲量联

国，多数业务依旧是通过茶会来达成，而非

例依旧层出不穷，多数是因为缺乏合理有效的

行的报告—《中国50城》，许多酒店预计会

酒吧台。在中国低级城市中，迎合中国人口

旅游监管。中国的二三线城市要成为具有吸引

采用一种防御性的中级市场战略，成为入驻该

味要更加重要，因为在那里消费者更加习惯

力的新MICE旅游目的地，绝非一夜之间、自

地区的首座国际酒店。

于传统的生活习惯。在雅高的美爵酒店，客人

上而下的转变所能实现。

MICE NOW

27

Shanghai City Bistro kitchen 上海雅居乐万豪酒店餐厅厨房

The pulse of western China The sky’s the limit for Chengdu’s MICE industry

A

decade ago, Beijing and Shanghai were the sole go-to tourist destinations in China. But after years of pollution, inflation and traffic, their attractions are less savory choices nowadays for most travelers. Enter Chengdu. Located on a fertile plain known as the “Country of Heaven,” Chengdu is one of China’s most significant economic, financial and communication centers. Hoping to capture a slice of the market disenchanted by the congestion of Beijing and Shanghai, Chengdu has upped its profile as a place for travel, commerce and fun.

The shining jewel of MICE While the 2008 Sichuan earthquake hit Chengdu, the city has proved itself still robust. In 2009, Chengdu’s GDP ranked 10th among the country’s 19 sub-provincial cities. Chengdu is now home to over 100 global R&D centers, while construction has started in 2010 on 44 technology innovation programs in the Chengdu Economic and Technological Development Zone.

Dozens of Fortune 500 companies, including Intel and IBM, Nokia and Microsoft have all set up offices in the city as well, providing a high demand for technology-

28

centered events.

With such a bustling setting, it’s no wonder the brocade city of China glistens as a popular hotspot for MICE travelers, who are eager to indulge in both the modern and historic facets of Chinese culture.

The Chengdu International Exhibition and Convention Center, one of the local government’s key projects, boasts a gross floor area of 210,000 square meters, including two large international exhibition halls with a capacity for 2,400 international standard booths.

Through such efforts, Chengdu has since played host to a variety of domestic and international trade exhibitions, high-level corporate meetings and global conventions.

Previous highlights are the EU-China Investment and Trade Fair, the China Domestic Tourism Fair, the International Federation of Photographic Art Conference, and the IAEA Fusion Energy Conference.

Paving the road for success In of March of 2011, it was also announced that Chengdu would host the 10th Routes Asia event next April. Although Chengdu is one of the most populous cities in China, its recognition by the Routes Asia committee

solidifies its presence as one of the country’s major hubs of transit in the country.

A necessity for any MICE destination, convenient transportation and transit is a critical factor in the market of event planning.

Chengdu not only has some of the longest highways in western China, but also a radial road network of six freeways. The Chengdu Shuangliu International Airport (CDIA) handled 25.8 million passengers last year, ranking it the sixth largest airport. To meet the aviation needs of western China, CDIA has released its plans for the next five years, including the launch of their new passenger terminal set for early 2012.

Great accommodation is not in short supply in Chengdu either. A variety of resorts and hotels are available, from highly reputable global brands such as InterContinental and Shangri-La, to more budgetconscious options like Holiday Inn and the Sheraton. According to Jeffrey Zhang, the general manager of Area Sales & Marketing at ETG Portfolio Hotels, the hospitality industry in Chengdu is keen on attracting and satisfying clients with incentives and quality service. At IHG, he says, “We always believe the outstanding service is the key to win the business. Our brand advantages

city spotlight 城市焦点

中国西部的动脉 成都MICE行业前途无量

InterContinental Hotels Group Century City Chengdu & Jiuzhai Paradise Hotels 成都世纪城天堂洲际大饭店

十

年前，北京和上海是中国唯一的两处重

个重要因素。成都不仅拥有中国西部地区最长

点旅游目的地。但他们的吸引力正受

的几条高速公路，而且还有一个由6条城际快

到环境污染、膨胀和日益严重的交通问题的威

速通道所组成的辐射式道路网络。成都双流国

胁——因此，对多数游客来说不再是唯一的优

际机场去年旅客吞吐量达到了2580万人次，

质选择了。走进成都。它坐落于一个富饶的平

是中国第六大机场。为了满足中国西部地区的

原上，被誉为“天府之国”，同时也是中国最

航空需求，双流机场公布了未来5年的计划，

重要的经济、金融和交通运输中心之一。为了

包括新的航站楼，预计将于2012年早期投入

抓住由于北京和上海拥堵的交通而损失的那部

运营。

分市场，成都提升了形象，把自身定位为一座 集旅游、商务和娱乐于一体的城市。

and unique facilities can offer clients the best value and help them organize a successful event. IHG also has the Priority Club Meeting Rewards, our own unique loyalty program for meetings.”

Flying high The 10th Routes Asia is only the beginning for the MICE industry in Chengdu.

At the 4th Conference Industry Meeting held in Beijing, Chengdu was awarded the “Best Conference City in China in 2011.”

According to statistics, Chengdu held 398 exhibitions in 2011. The population of attendants for such events was well over 96 million. As a result, exhibition space surged to 2,331,300 square meters, a 22.26% rise from the previous year. On the whole, the MICE industry in Chengdu grew 22.5%, reaching RMB3.97 billion.

It seems like all signs point to a vibrant market for MICE for the capital of Sichuan.

Despite turmoil over the 2008 Sichuan earthquake, Chengdu has proven itself a destination unwilling to retreat or hibernate into misfortune. If its booming MICE market is indicative of anything, it’s that the city is not only resilient, but also ready for any challenge.

成都也不缺乏舒适的住宿条件。游客可 以选择各种各样的度假村和酒店，从洲际酒店 和香格里拉这样的知名大牌，到假日酒店和喜

MICE行业的璀璨明珠

来登等更加经济实惠的酒店。成都世纪城天

虽然2008年四川大地震重创了成都，但它

堂洲际大饭店的总经理张毅(Jeffrey

证明了自己仍然充满活力。2009年，成都的

称，成都的酒店业渴望凭借优惠和高品质服务

GDP在全国19个副省级市中排名第10 。成都

来吸引和满足客人。在洲际酒店集团(IHG)，

目前拥有100多家全球研发中心，而44个科技

他说：“我们总是相信，杰出的服务是赢得业

创新项目的建设工程也已于2010年在成都经

务的关键。我们的品牌优势和独特的设施能为

济科技开发区启动。包括英特尔和IBM、诺基

客人带来最大的价值，并帮助他们组织一场成

亚和微软在内的几十家全球财富500强公司，

功的活动。洲际酒店集团还有优悦会(Priority

都在成都建立了办事处，带来了对以科技为中

Club Meeting Rewards)，这是我们为会议所

心活动的大量需求。

推出的独特的忠诚度计划。”

Zhang)

在如此繁荣的背景下，这座中国的锦城 会一跃成为颇受会展旅游游客欢迎的热点也就

展翅高飞

不足为奇了，游客们都热切地希望享受到融合

第10届亚洲航线发展论坛仅仅是成都MICE业

了现代和历史的中国文化。当地政府重点项目

发展的开始。在北京举行的第四届会议行业大

之一——成都国际会议展览中心总建筑面积达

会(Conference Industry Meeting)上，成都

到21万平方米，包括两个大型国际展厅，可

被评为“2011年中国最佳会议城市”。据统

容纳2400个国际标准展台。

计，成都在2011年举办了389次展会。这些活

通过这样的努力，成都获得了各种国内外

动的参与人数刚好超过了9600万。为此，展

贸易展会、高层次公司会议和全球会议的主办

会空间激增至2,331,300平方米，较去年增加

权，包括欧盟—中国投资贸易合作洽谈会、中

了22.26%。总体来说，成都的MICE行业收入

国国内旅游交易会、国际摄影艺术联合会代表

增加了22.5%，达到39.7亿元。

大会以及国际原子能机构聚变能大会。

对于这座四川省的中心都市来说，似乎 所有的迹象都预示着它将有一个非常活跃的

为成功铺平道路

MICE市场。

2011年3月，成都宣布将在今年4月承办第十

尽管2008年的四川地震令成都陷入混

届亚洲航线发展论坛。尽管成都是中国最受欢

乱，但它已经证明自己是一个面对困难不愿退

迎的城市之一，但它得到了亚洲航线委员会的

缩或屈服的目的地。如果其欣欣向荣的MICE

认可巩固了其作为中国主要交通枢纽的低位。

市场能够说明什么的话，那就是成都不仅有着

作为任何一个MICE旅游目的地所必需的

极具韧性，而且已经准备好接受任何出现在其

特质，方便的交通运输是市场中筹划活动的一

面前的挑战。

29

The architecture of vision Alan Barr, Creative Director at Blink Design Group talks with MICE Now about smart hotel property design ideas, identity creation and the importance of adopting a forwardlooking mentality

Alan Barr, Creative Director at Blink Design Group

Q: First off, what are some of your recent projects in China?

A: In China, we do a lot of work in Sanya, which is obviously very resort- and MICE-oriented.

We’ve been doing the Le Meridian and Westin projects in Xi Shuang Ban Na in Yunnan. The places we work now also include Shanghai and Guangzhou.

We also have quite a few renovation works in existing properties in Sanya, since there is so much new inventory coming online over the past five years. The early ones now look old, and have to keep up with their neighbors. So we are starting to see more early-renovation in the history of properties.

Q: Is the renovation cycle getting shorter in China?

A: Yes, the renovation cycle in China is becoming shorter in some cases than other parts of

30 MICE NOW

the world. We are working on a Hilton project in Sanya now, as an example. That property is just six years old, and we are already working on the lounge and lobby renovation design, whereas normally you would wait for ten to twelve years and just do a major refresh instead. Because of the inventory competition, the lifecycle of renovation is getting shorter in China. It’s a unique trend that we don’t see in many other parts of the world.

Q: How do you cater to Chinese consumer tastes?

A: China certainly demands or dictates its own vernacular, its own style. It’s a market maturing at a rate so much faster than other places. There was a generation of design where you put red and blue in vases everywhere, and you put furniture and keys around hardware with loops – it was very cliché. That generation of design has

COVER STORY 封面故事

Conrad Sanya Haitang Bay 三亚海棠湾康莱德酒店

Jumeriah Maldives exterior 马尔代夫迪拜Jumeriah酒店外景

completely gone away. The customer has matured. China is very modern, forward and progressive, and it moves at a speed that no one else does, which is part of the magic of the education and evolution of the guests. And the customers are really varied. If I have to pick which side they lean to, I would say the majority lean towards traditional, although they might not say that.

Q: What’s the major challenge in designing MICE-oriented properties?

A: The problem for planning MICE venues is that in terms of visitors, it’s all or nothing.

There is a time of absolute saturation and a time of vacancy where occupancy rate drops down to a very low occupancy rate, with not much in-between. So we invest time on planning so that when properties are full, they don’t feel crowded; and when there are no events going on, they don’t feel vacant. We try to create special moments so that sometimes a piece of property can be actually shut down without affecting the operation as a whole.

Q: Can you give us one example on how you solve this problem?

A: We would like to bring, if we can, the backof-house spaces to the front house. If the back-of-house is wrong, it can break a hotel or cost the owner 30% more to operate.

A very good illustration of what we are doing a lot now is to put flower room in the lobby as a flower shop. The activity of the flower arrangements for the hotel becomes an interactive guest experience, but it is also the opportunity to generate revenues where was not before. We are trying to push more floor area to front of house and convert it. That’s the idea of “dual-purpose space”.

Q: And what about meeting spaces?

A: In China, it’s about not being too corporate or commercial. Ballroom is ballroom at the end of the day. We try to design banquet or ballroom meetings facilities so that they have a perspective. The opposite would be a blank white box, where the guests or clients have to come in and build the set. We try to do the opposite in design - coming up with banquet facilities with a perspective that people actually can do less decorating inside. We want to give the architecture interior a perspective or

style that blends with the hotel or resort.

We really like to integrate the experience.

Q: What’s your understanding about creating unique hotel identities?

A: Identity has a few faces to it. It might be developing a whole new brand. Before a certain brand is developed, you need to think about what are the characteristics and attributes, what are the mission, value proposition and logo? Before we design the physical space, we design the ethereal, intangible aspects and the DNA of the brand.

The other side of the identity is working with what you’ve created, or working with an existing brand identity which can’t be changed, but it has to be integrated into a property. It has to become physical.

Q: How important is technology in your design?

A: Technology is a double-edged sword: You want the tools and gadgets in your design, and you want what technology brings us, but you don’t want it in your guests’ face. It has to be so smart that it is easy to use and it’s not frustrating to anyone who has never seen that piece of technology to operate easily. We want the technology to be almost secondary to the experience.

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放眼未来的设计 Blink Design Group建筑设计集团创意总监艾伦·巴尔(Alan Barr)与本刊谈及 巧妙的酒店设计理念、身份品牌的创立以及采取前瞻性心态的重要性 问：首先，您和和我们介绍你们近期在中国从

比，中国酒店的翻新周期正变得更短。以我们

了。消费者成熟了。中国非常时尚、前卫和

事的项目？

现在正在进行的三亚希尔顿项目为例。这个项

进步，它的速度无人能及，这也是顾客教育

答：在中国，我们有许多项目在三亚，这些项

目只有6年，我们已经在进行大堂和休息厅的

与演变奇迹的一部分。而消费者真的是各式

目显然是典型的以度假村和会展奖励旅游为导

翻新设计，而通常你要等10到12年，而且只

各样的。如果一定要我选择他们倾向于哪一

向的。目前，我们正在云南西双版纳建设艾美

是进行一次大的整修。由于存量竞争，（酒

边，我想，大部分倾向于传统的体验，尽管

(Le

店）翻新的周期正在中国变短。这是我们在世

他们或许不会那么说。

Meridian)和威斯汀(Westin)项目。现在

我们从事的项目地点也包括上海和广州。

界其它很多地方不曾看到的独特趋势。 问：针对以会展奖励旅游为导向的酒店，您认

我们在三亚还有一些现有酒店的翻新项 目，因为在过去5年里，有太多新库存上线。

问：在设计风格上，你们如何满足中国消费者

为设计的挑战是什么？

早期的酒店现在看起来已经陈旧了，它们必须

的偏好？

答: 规划会展奖励游场所的问题在于，从客人

能够赶上与周边新建酒店。所以我们开始对老

答:中国显然需要适合其自身的本土语汇和

数量的角度来说，要么客满，要么空空如也。

的酒店进行更早期的翻新。

自我风格。这是一个迅速成熟的市场，比其

有时候是绝对的饱和，有时候是入住率降至极

它地方要快得多。曾有一个时期的设计是在

低点的真空状态，很少有两者之间的状态。所

问：这是否意味着在中国，酒店翻新周期正

所有的地方摆放红蓝色调的花瓶，在器皿

以，我们在规划时花时间使酒店在客满时不至

在缩短？

周围用绳套把家具和钥匙串在一起——这些

于产生拥挤感，而在不举办活动时，不显得过

答：是的，在某些情况下，跟世界其它地方相

都老掉牙了。那个时期的设计已经彻底过时

于空旷。我们试图制造一些特殊的时段，以便

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Clearwater Bay Sanya 三亚清水湾

Clearwater Bay Sanya by night 三亚清水湾夜景

Jumeriah Maldives exterior 马尔代夫迪拜Jumeriah酒店外景

在某些时候，可以关闭酒店的一部分而不影响

整体景观与风格相融合的建筑内部装潢。我们真

整体运营。

的很喜欢把这种体验整合进去。

问：您能具体举例说明吗？

问：您对打造独特的酒店身份如何理解？

答：如果条件允许，我们也想把房屋的后部空间

答：身份的建立涉及好几个方面。这可以是开

搬到前部。如果房屋后部设计错误，它可以破坏

发一个全新的品牌。在某个特定品牌开发之

一座酒店，或者使业主增加30%的运营成本。

前，你需要考虑，品牌的个性和特质是什么？

一个极好的例证是，我们现在多将花房作为花店

它的使命、价值主张和标识是什么？在我们进

搬至酒店大堂。酒店花艺布置的行为成为一种具

行实际空间设计之前，我们先要设计好品牌非

有互动性的顾客体验，而且也是之前没有的创收

物质的，无形的方面，以及它的DNA。另一面

机会。我们正努力在酒店前部推出更多的楼层面

是与你所创造的，或已经存在的，无法改变的

积，这就是“双重用途空间”的理念。

品牌合作，而这也需要和酒店融为一体。它必

如果一定要我选择（中 国消费者)倾向于哪一 边，我想，大部分倾向 于传统的体验

须转化为实体的设计。 问：你们对会议空间的设计特色何在？ 答：在中国，会议空间的设计要避免过于公司化

问：科技元素在你们设计中有多重要？

或商业化。宴会厅的本质功能不会改变。我们试

答: 科技是一把双刃剑：在设计中你需要一些工

图将宴会或会议厅设施设计得具有想法和景观

具和小配件，你需要科技给予我们的便利，但你

性。其之相对的则是一个白色的空壳子，必须由

不能当着客户的面追求科技。它必须十分巧妙，

客人或客户来打造布景。我们尝试在设计中反其

使用方便，使从未见过这种科技的人也能方便操

道而行——采用带景观的宴会设施，从而切实减

作而不感到困扰。我们希望科技相对于体验永

少客户的内部装饰工作。他们总是可以进行背景

远是次要的。科技的目的是为了提升了客人体

或帷幔装饰。我们试图营造一个与酒店和度假村

验，但永远不是这种体验产生的原因。

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Raise your glass The rise of wine culture and tourism in China presents refreshing opportunities for the MICE industry

W

hen it comes to popular exports from China, wine historically hardly comes to mind. Long dismissed at as a lowend libation, Chinese wine shocked the world last year when Helan Qing Xue’s red Bordeaux blend “Jiabeilan” from 2009 won a prize at the Decanter World Wine Awards in London, a first for China.

The warm approval for “Jiabeilan” granted by an internationally acclaimed competition signals a pivotal point for domestic wine in China: Although wine is a sunrise market in China, with the right price points, it has the promise to flourish and perhaps even rival the vineyards in Germany, France and Italy.

Domestic bliss The rising demand for wine in China is nothing to scoff at either—the annual rate of growth of the Chinese wine market is more than 20%, while the global rate is less than 1%. According to research by Ipsos, red wine surpassed 34 MICE NOW

Chinese traditional liquor as the most popular alcoholic drink last year. Currently, imported wines represent 25% of the market share in China, with 45% coming from France. Australia and Chile are the second and third largest exporters of wine to China, netting about 15% of the market each.

But the bulk of wine consumed in China is supplied locally by approximately 500 mainland wineries, with 140 alone in Shandong. Other provinces championing vineyard excellence include Hebei, Gansu and Yunnan; and even Xinjiang is known for its remarkable but inexpensive wines despite arid conditions. Ningxia has also caught onto the lucrative lure of wine, announcing in July 2011 its plans to establish China’s largest grape culture corridor in Mount Helan.

Home soil for premium brands The phenomenon, however, is much larger than just an awareness of wine in China. While the majority of wine in

Dynasty Tianjin Jixian Vineyard 王朝天津蓟县葡萄园

China is still deemed as cheap, subpar options, boutique wineries in China are on the rise, as they blend exceptional local creations that hold their own against fine wines in the United States and Europe.

Marc Curtis, the founder and CEO of China Wine Tours, is a close eyewitness to the developing appetite for wine in China, “When I talk to people about wine in China, I usually get two questions. One, there’s wine in China? And two, is it leaded or unleaded? But there are smart producers [in China] who are concerned about the quality. You just have to know who they are.”

Silver Heights and Grace Vineyard are two such pioneers. Tucked away in Ningxia, boutique winery Silver Heights is well-known for its “Silver Heights Family Reserve” and “The Summit” wines, both blends of Cabernet Sauvignon, Cabernet Franc and Cabernet Germischt. The vineyard’s “Silver Heights Family Reserve” 2009 took the top trophy for the Best Chinese Wine in the 2011 China Wine

CHINA Focus 聚焦中国 Challenge, while “The Summit” 2009 placed second in a blind-tasting competition, beating out several of its Bordeaux equivalents.

Silver Heights serves a niche market in China, with only 10,000 to 20,000 bottles of output each year. It is distributed primarily in five-star hotels such as Grand Hyatt and upscale wine stores in China.

Located on Taigu Plateau, 40km from the city of Taiyuan, Grace Vineyard is another such treasured find in China’s wine market. In the same blind-tasting competition in which Silver Heights’s “The Summit” 2009 came in second, Grace Vineyard’s “Chairman’s Reserve” 2009 famously received the top honors and took home first prize.

According to Jim Boyce, administrator and contributor of the blog Grape Wall of China, there is room for improvement for Chinese wines, but

the consistent accolades for vineyards like Silver Heights and Grace Vineyard demonstrate how China as a burgeoning wine region has competed well internationally so far.

Grape experience Tours of vineyards and wineries in China are earning higher interests.

Shanxi-based Grace Vineyard is host to around a dozen guestrooms for visitors, as well as fine dining on the estate that specializes in local cuisine. Aside from wine-tastings, guests are also welcome to other activities at vineyard, including barbeques, fruit-picking and cycling. Noted for its old-fashioned hints of cherry and oak, Grace Vineyard’s award-winning “Deep Blue” 2008 is sure to pair nicely with the quaint landscape of Shanxi.

For the more involved traveler, China Wine Tours is also an excellent

escape, especially for those interested in a greater understanding of fine wine in China. For CEO and founder Marc Curtis, it’s all about featuring the best and brightest vineyards, “[There are wineries] with RMB1000 priced bottles of wine that make the mistake of thinking price means quality. But it doesn’t…When I choose places to tour, I look for the more unique and concerned vineyards that care about excellent tastes and aromas. Those are the vineyards that provide truly great tasting experiences for our clients.”

The domestic demand is picking up. Last year, about 20 individual wine connoisseurs hailing from abroad and Beijing, Shanghai, voluntarily joined the grape picking and wine making process at Silver Heights, says Emma Gao, owner of the winery. “We have been mostly focusing our attention on raising quality, since we are a small family business,”

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said Gao. The next step for Silver Heights is to set up a 600-acre vineyard near tourism hotspots in Ningxia. “We will consider gradually work towards offering more diversified experience for wine lovers,” said Gao. Cash-flush Chinese wine aficionados and MICE travelers aren’t restricted to tours and exhibitions in the mainland either. Between July 2010 and June 2011, Chinese consumers spent US$311 million on Bordeaux wine between July 2010 and June 2011, which has led to a bump of Chinese tourists swarming to Bordeaux. Yan Vacher, the general manager of Grand Hotel de Bordeaux and Spa, predicts about 15% of the hotel’s guests in 2012 to be

from mainland China. Eager to learn about the typical Chinese wine drinker, resorts like Grand Hotel de Bordeaux and Spa and German’s Mainz Tourism Bureau recently targeted their marketing efforts to China as well, including promotions for private vineyard tours.

Long-lasting legacy or flash in the pan Although the wine market in China is anticipated to rise by 93% by 2014, it’s still difficult to predict what lies ahead for local fine wine culture and tourism.

According to market research by the European Union SME Centre, wine consumers in China are typically of one of three profiles: affluent Chinese

with limited knowledge of wine who purchase recognizable French brands as a symbol of status; wine drinkers in large metropolitan cities like Beijing and Shanghai who regularly attend wine tastings and other wine appreciation events; and finally, those who have studied or worked overseas with extensive knowledge of wine who seek out hard-to-find vintage wines and own private collections.

Whether this tiny sliver of consumers for fine wine diversifies into greater mainstream culture or remains an expensive interest for the elite is undetermined.

Lucky Tan, an event coordinator for Interwine China, argues that the rising middle class has led to a more discern-

The Bordeaux of China A conversation with Roberto Madan, General Manager of Crowne Plaza Yantai Sea View on the city’s wine culture and its MICE potential How has the wine tourism industry developed in Yantai in the past few years?

Yantai is the birthplace of China’s wine industry so there are many great attractions like the Yantai International Wine Festival. Changyu Winery also actively promotes this culture with its tours to Changyu Wine Museum and Changyu vineyards along the Yantai and Penglai corridor. Besides, there is an annual wine seminar held in Penglai, which is a forty minute drive from Yantai. All this being said, wine tourism is certainly slated for growth.

What are the main attractions that lure tourists to a place like Yantai?

The main attractions that lure tourists to Yantai are its natural beauty, its beautiful pristine coastline with sandy beaches and its abundance exotic seafood. Other great attractions are The Eight Immortals

36 MICE NOW

Across the Sea, Golden-City Zhaoyuan and Kunyu Mountain Park. Yantai also has numerous golf courses for the avid golfer, and a great coastline for sailing and fishing. Yantai’s climate is just so wonderful; it really is a beautiful, verdant and pristine city.

What type of wine-themed activities does your hotel offer?

We offer tailor-made theme parties, which can include a beautiful cruise, outdoor cocktails by the beach, or even a vineyard party where participants can pick grapes on their own. We also provide several wine pairings to the great food that we can offer on the vineyard.

How much is wine tourism expected to grow in the next few years in Yantai?

We anticipate the annual growth to be at 5 percent as the International Wine Festival is garnering prestige and recognition

amongst wine merchants and other wine incentive tours.

What else does Yantai offer MICE travelers?

Yantai is a great MICE destination because it is a very modern city with all the amenities that travelers would look for, such venues like the International Exhibition Centre, a range of budget and international five star hotels, great golf courses, an abundance of seafood and moderate climate. The city is just so pristine, but it is also equipped with very good infrastructure, which international and domestic MICE organizers would be charmed by. The air is just so fresh and the skyline so clear, you can just see the horizon from any sea view room at the Crowne Plaza. On top of that, the cost would only be 40-50 percent of any other destinations in China.

CHINA Focus 聚焦中国 ing consumer who champion European wines for the outstanding craftsmanship.

Curtis, agrees to certain extent with Tan, but seems much more optimistic about the fledging coterie of smaller vineyards and wineries in China.

Nonetheless, the wider the audiences wine culture and education reaches, the higher the market demand for boutique wineries and vineyards to create special blends with unique, regional characteristics. “Initially, the Silver Heights wines were only enjoyed by foreigners, but now local government officials and SOEs tend to pick our wine for entertainments,” said Gao, “Their taste is certainly getting more sophisticated.”

Dynasty Wine Museum 王朝酒庄博物馆

中国的波尔多 与烟台皇冠假日海景酒店总经理罗伯托·马丹(Roberto Madan) 谈论烟台的红酒文化及其会展奖励旅游行业发展潜力 过去几年来，烟台的红酒旅游业发展

心这样的场所、一系列价格合理的国际

如何？

五星级酒店、大量高尔夫球场、丰盛的

烟台是中国红酒业的诞生地，因此有诸

海鲜以及宜人的气候。这座城市十分淳

多像烟台国际葡萄酒节这样的大卖点。

朴，但也具备良好的基础设施，足以吸

张裕葡萄酒厂也在组织游客在前往烟台

引国内外的MICE游组织者。城市里的

至蓬莱的途中参观张裕葡萄酒博物馆和

空气是如此新鲜，天空是如此的蔚蓝，

张裕葡萄庄园，积极推动这一文化。此

以至于在皇冠假日酒店的任何一间海景

外，距离烟台仅40分钟车程的蓬莱每年

房中，你都可以欣赏到美丽的地平线。

都会举办红酒研讨会。所有的一切表明

此外，旅游的成本却只是其它中国旅游

红酒旅游业前景必然红火。

目的地的40-50%。

烟台吸引游客的主要景点是什么？

你们酒店提供哪些以红酒为主题的活动？

烟台吸引游客的主要景点是其秀丽的自然

我们提供量身定制的主题派对，其中可

风光、拥有银色沙滩的美丽原始海岸以及

以包括美丽的城市巡游、户外海滩鸡尾

丰富的美味海鲜。其它知名景点有八仙过

酒会，甚至还可以举办一场葡萄园派

海、招远黄金城和昆嵛山公园。烟台还

对，参与者可以自己采摘葡萄。在葡萄

为高尔夫爱好者开设了众多高尔夫球场，

园中，我们还为各式佳肴提供搭配的葡

而其宏伟的海岸则可供游客进行航帆和捕

萄美酒。

鱼。烟台的气候极其舒适，堪称一座绿色 环绕、不事雕琢的美丽城市。

在未来几年内，烟台的红酒旅游业预计 会如何发展？

烟台还会为MICE游客提供什么？

我们预计年增长率将达到5%的水平，这

烟台是一个理想的MICE旅游目的地，

是因为我们的国际葡萄酒节正逐渐在红

因为它是一个非常现代化的城市，拥有

酒商人和其它红酒激励游中积聚声望和

游客所需的一切条件，如像国际会展中

认可。

Wide perspective…at Crowne Plaza Yantai Sea View 宽阔的视野…烟台南山皇冠假日酒店

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举杯畅饮

中国葡萄酒文化和旅游业的崛起为MICE产业 带来新机遇

说

到中国历史上受欢迎的出口产

但中国消费的大部分葡萄酒是由本土的大

品，人们很难会联想到葡萄酒。

约500家酒庄供应的，其中光山东一个省市就

藏”(Family

长期以来，中国的葡萄酒一直被

有140家。其它拥有上好葡萄酒庄的省份包括

Summit)葡萄酒而闻名，这两种葡萄酒都以

认为是一种低档酒。然而，贺兰晴雪葡萄酒庄

河北、甘肃和云南；就连新疆也因其价廉物美

赤霞珠、蛇龙珠和品丽珠三类葡萄品种混合

酿造的“加贝兰”2009干红葡萄酒去年在伦

的葡萄酒而闻名，虽然那里的气候条件比较干

而成。酒庄的“家族珍藏”2009在2011中

敦“品醇客”世界葡萄酒大赛中勇夺10英镑以

燥。宁夏也不甘落后地抓住了葡萄酒这一利润

国葡萄酒挑战赛(China Wine Challenge)中

上波尔多风格红葡萄酒国际金奖，为中国首开

丰厚的产业，它在2011年7月宣布计划在贺兰

捧起了中国最佳葡萄酒的奖杯，而“阙歌干

纪录，举世震惊。

山建立中国最大的葡萄酒文化长廊。

红”2009干红葡萄酒则在盲品比赛中揽得榜

在此次国际知名的评比中，“加贝兰”

高地坐落于宁夏，这一精品酒庄以其“家族珍 Reserve)和“阙歌干红”(The

眼，击败了不少波尔多风格的同类红酒竞争对

获得此项殊荣，标志着中国国产葡萄酒进入了

本土的优秀品牌

一个关键时期：尽管葡萄酒在中国是一个新兴

然而，这一现象不仅限于中国人对于红酒的认

目前年产量为1-2万瓶葡萄酒的银色高地

产业，但凭借合理的价格，它有望走向繁荣，

知。虽然中国的多数红酒被认为是廉价、低端

主要针对国内的小众市场。销售渠道包括凯悦

甚至可能与来自德国、法国和意大利的酒庄竞

的选择，但中国的精品酒庄正在崛起，它们的

大酒店等五星级酒店和高端葡萄酒零售商店。

争。

产品融合了当地的特色，以此来与欧美的优质

手。

葡萄酒竞争。

国内市场的惊喜

怡园酒庄坐落于距太原40公里处的太古 平原，是在中国葡萄酒市场上发现的另一个宝

中国葡萄酒旅游(China Wine Tours)公

贝。在上述那次银色高地“阙歌干红”2009

中国对葡萄酒日益增长的需求也不能被轻易

司CEO兼创始人马克·柯蒂斯(Marc Curtis)

获得第二的盲品比赛中，怡园酒庄的“庄主珍

忽视——中国葡萄酒市场年增长率超过20%

近距离地见证了葡萄酒在中国不断发展的品

藏”2009(Chairman’s Reserve)干红独占

，而全球增长率只有不到1%。根据Ipsos

味。“当我在中国跟人谈论葡萄酒时，我通常

鳌头，为家乡赢得了首个殊荣。

的市场调研，红酒在去年超越了中国传统酒

会想到两个问题。一个是：在中国有葡萄酒

美酒围城(Grape Wall of China)博客管

类，一跃成为最受欢迎的酒类饮品。目前，

吗？另一个则是：它是领先还是落后？但（

理员和撰稿人吉姆·博伊斯(Jim Boyce)称，

进口葡萄酒在中国占据了25%的市场份额。

在中国）有几家明智的厂商，它们非常注重质

中国葡萄酒还有提升空间，但银色高地和怡园

其中45%来自法国，澳大利亚和智利是第二

量。于是，你就想知道它们是谁了。”

等酒庄的连续获奖揭示出，迄今为止，作为一

和第三大对华葡萄酒出口国，各自占据15% 左右的市场份额。

38 MICE NOW

银色高地(Silver

Heights)和怡园酒庄

(Grace Vineyard)就是两个这样的先驱。银色

个迅速成长的红酒市场，中国在国际竞争中的 表现堪称惊艳。

CHINA Focus 聚焦中国

葡萄体验

发组团到银色高地，参与葡萄采摘和酿酒过

常是以下三种之一：一种是对红酒了解有限

在中国,

参观酒庄和酿酒厂的旅游活动正在博

程。“因为我们是家族产业，我们主要的精力

的有钱人，只买有名的法国品牌来彰显自己的

得人们更浓厚的兴趣。位于山西的怡园酒庄为

用于不断提高和保证葡萄酒质量。”不过，银

地位；另外一种是北京和上海等大城市里的葡

游客准备了约12间客房，并在庄园里为他们提

色高地的下一步计划是在宁夏著名的旅游景点

萄酒爱好者，他们会定期参加品酒会和其它葡

供了精美的、以当地特色佳肴为主的餐饮。除

附近建一个600亩的葡萄园。“我们会逐步考

萄酒品评活动；还有一种是那些曾在海外留学

了品酒外，客人还可以积极参与酒庄的其它活

虑为葡萄酒爱好者提供更加多样的服务和体

或工作过的人士，他们对葡萄酒有更深厚的认

动，包括烧烤、采摘水果和骑车兜风。怡园酒

验，”高源说。

识，热衷于寻找罕见的好酒，拥有私人红酒收

庄的获奖产品“深蓝”2008 (Deep Blue)干红

腰包厚实的中国葡萄酒爱好者和励展

葡萄酒以其淡淡的樱桃和橡树味而著称，必定

(MICE)游客不会受限于大陆的旅游和展会。

这一小块寻求精品红酒的消费者是否会趋

能与山西的古雅风景完美地融合在一起。

在2010年7月至2011年6月期间，中国消费者

于多样化，融入更大的主流文化，或者依旧是

藏。

对于那些进一步参与其中的游客来说，“

在波尔多葡萄酒上总共消费了3.11亿美元，导

精英人士的昂贵兴趣，还不得而知。国际名酒

中国葡萄酒游”(China Wine Tours)也是一

致大量中国游客涌入波尔多地区。波尔多大酒

中国展(Interwine China)活动协调员拉凯·谭

个极好的消遣机会，特别是那些想更好地了解

店暨水疗中心(Grand Hotel de Bordeaux &

(Lucky Tan)辩称，不断壮大的中产阶级已经

中国精品红酒的游客。而对于CEO和创始人

Spa)总经理Yan Vacher预计，2012年酒店约

发展成为更具品味的消费者，他们因杰出的工

马克·柯蒂斯来说，组织参观最好的、最有前

15%的客人来自中国大陆。法国波尔多大酒店

艺而青睐欧洲红酒。柯蒂斯在一定程度上同意

途的酒庄是关键所在。“有些酒庄推出标价

等度假胜和德国美因茨旅游局(Mainz

谭的观点，但他对中国刚刚起步的一小撮小型

1000元一瓶的葡萄酒，让人误认为一分价钱

ism Bureau)都渴望了解中国红酒爱好者，它

一分货。但事实并不如此。当我选择旅游地点

们近期把营销活动重心对准了中国市场，包括

时，我希望能够找到那些更加独特、更加上心

对私人酒庄旅游的宣传。

的酒庄，它们关注的是出色的口感和香味。那

Tour-

酒庄和酿酒厂的看法要乐观许多。 不论怎样，随着更多的人接触到葡萄酒 文化，对于精品酒庄和酿酒厂出产的独特、具 有区域特色的红酒，市场的需求自然会水涨船

些才是能够为我们的客人带来真正美妙品酒体

延续传奇抑或昙花一现

高。“最开始银色高地的葡萄酒的客户大多是

验的酒庄。”

尽管中国葡萄酒市场预计将在2014年增长

外国人，不过现在地方政府和国有企业越来

国内对葡萄酒主题旅游的热情日益增长。

93%，但要预计本土精品葡萄酒和葡萄酒旅

越多地选择我们的酒来设宴款待，”高源表

据银色高地的创建人高源表示，去年约有20

游行业的发展前景仍然困难不小。欧盟SMC

示，“毫无疑问，他们的品味正变得越来越挑

名来自海外和北京，上海等地的美酒爱好者自

中心的市场调研显示，中国的葡萄酒消费者通

剔了。”

MICE NOW

39

Continental warmth Australia’s bounty natural resources and mature hospitality sector court Chinese on incentive trips

40 MICE NOW

Asia Focus 聚焦亚洲

S

Credit: Tourism Australia 图片由澳大利亚旅游局提供

un-kissed beaches, an azure skyline, and a seamless blend of modern metropolis and wildlife experience. Australia boasts of a unique combination of these elements.

Many Chinese travelers once considered Australia unapproachably vast and remote, but perceptions are changing: By end of 2011, Australia recorded a staggering surge of nearly 20% in individual visitors from China, the highest increase from any one country. It is now Australia’s third largest tourism market, second only to two other Commonwealth nations, New Zealand and the UK. As relatively affluent Chinese travelers swarm to the Golden Coast, Australia’s reputation as a premium MICE destination in Asia is also on the rise.

Business travel planners and PCOs are pitching Australia to Chinese corporations looking to impress clients, working Chinese elements into exotic tours.

“The world is literally China’s oyster now,” says Andrew McEvoy, Managing Director of Tourism Australia, “with expanded air travel options; Chinese travelers have a plethora of choices”. One report issued by Tourism Australia projects that 42% of the growth in international tourism to Australia will originate from China. Based on this projection, the country’s tourism industry hopes that it will be able to leverage Australia’s unique advantages to become the destination for both individual tourists and business events inbound from China.

“Australia is by no means a conventional MICE destination, “says Zhang Xilai, assistant to General Manager at Beijing-based CITS MICE. Compared

to traditionally popular Asian countries such as Thailand and the Philippines, Australia offers a top-notch experience according to virtually every standard, including venue facilities, transportation infrastructure as well as food and leisure offerings. Perhaps more importantly, Australia allows for unlimited creative freedom for event organizers to come up with a variety of itineraries with distinctly Aussie features. The country offers travelers both natural experiences and the opportunity to encounter rich cultural heritage.

“It’s a very comprehensive destination that serves guests with vastly different interests,” notes Zhang.

For many would-be event participants, the name Australia immediately conjures images of iconic scenery; this positive association helps to build relatively high expectations for Chinese travelers.

City glamour So far, iconic metropolitan cities like Sydney and Melbourne have shown the strongest allure for Chinese business travelers. Travelers are often drawn

by Australia’s reputation for natural beauty and unique wildlife; however, once in-country, Chinese tourists tend to prefer to nestle in an urban setting.

“The inspiration [for Chinese tourists] is often the nature,” says Penny Lion, Head of Business Events for Tourism Australia, but “the reality is that behavior centers on cities.” Transportation flexibility; conference venues well-suited for large visiting groups and a relatively safe environment are the key criteria that event planners are taking into consideration. Equally important for many Chi-

MICE NOW

41

nese travelers is the opportunity to splurge on Western branded goods. According to Zhang, most of the Chinese corporate delegate members the company has handled were still making their debut visits to Australia, so naturally “they wanted to ensure that the tour covered the most famous spots in the country”.

For Chinese incentives customers, internal meetings constitute a relatively large proportion of company events in Australia. “For most clients, they are focused on whether the message from top executives can be effectively spread down to each employee,” Long table dinne r... says Zhang from CITS MICE. In this 长桌聚 餐... regard, larger cities stand out because of first-rate venue facilities and sophisticated service experience.

Although new MICE destinations like Adelaide and Perth are demonstrating growth potential, it is more cost-effective for medium-to-large sized business group to host events in big cities like Sydney, notes Zhang.

Sydn Exploring deeper in Australia ey su nset 悉尼日 usually requires flight transfer, 落景 posing an organizational challenge for delegations as big as 2000 people. On the other hand, if companies have a relatively small group size, those emerging regions can make excellent MICE experience.

Extending Aussie hospitality

Casu

al gath

42 MICE NOW

ering s... 随意小 憩...

Growing economic and cultural ties make Chinese travelers increasingly gravitate towards opting for Australia’s unique travel experience. Chinese tourists, according to Tourism Australia, also tend to spend relatively longer stints in Australia– averaging 53 nights per stay,

and contributing in 2009, more than AUS$7287 per visitor to the Australian economy – more than double the average spending of Japanese tourists.

Tourism Australia’s ambitious growth plan has China and India in the bull’s eye, it projects high-yielding business events sector will expand as much as US$17billion by 2020. As a result, the government has initiated a multi-tiered strategy designed to make Chinese spender more, stay longer and come more often.

Strengthening communication is the first step. To better accommodate Chinese travelers, Tourism Australia and the Australian government are encouraging providers to develop relevant cultural and linguistic resources. Examples of this effort include an Australian government program offering grants to businesses looking to train employees in Mandarin Chinese. While this program is aimed at smaller providers, “Industry is taking up the cudgels,” says McEvoy, “you see international hotel companies like Accor now offering in-house language programs.” He explains further that providers are increasingly aware of the importance of making Chinese visitors comfortable, from working on eliminating language barriers to accommodating on “the micro-level, things like congee on the breakfast menu.”

To cater to Chinese preferences for urban-traveling, providers are offering excursions that rely on an urban center as a base-camp. Lion also speaks highly of venues that bring natural attractions to city visitors: like the Taronga Zooon in Sydney harbor.

On the macro-level, Tourism Australia has begun working on strengthening its distribution network with the “Aussie Travel Specialists” project.

Tourism Australia’s research reveals that, while the Internet informs Chinese consumers’ decisions about travel,

Asia Focus 聚焦亚洲

The inspiration [for Chinese tourists] is often the nature, but the reality is that behavior centers on cities the majority of purchases are still carried out through agents. The organization’s sustained marketing campaign is to be coupled with the expansion of “Aussie Travel Specialist” offices to more second-tier cities, positioning Australian travel distributors to take advantage of the emerging middleclass and regional companies interested in MICE.

Miles from home There are, however, several obstacles that Australia faces to bringing its realized revenues up to their projected potential. McEvoy describes three crucial challenges: time, cost and distance.

Travelling to Australia does indeed represent a substantial time-commitment: a flight from Shanghai to Sydney requires nearly 11 hours in the air. This presents a potential stumbling block for attracting Chinese business-events customers sensitive to the time investment required for travel to Australia.

However, Zhang of CITS MICE says that this challenge is not insurmountable: he indicates that for many travelers the long journey heightens the sense of excitement and anticipation.

The cost factor is perhaps a more persistent barrier. On average, tours to Australia cost roughly around 30%

more than the same itinerary in Singapore, says Zhang. Moreover, recent strength of the Australian dollar has made travel to the continent less affordable for Chinese travelers. As Australia’s competitors, including Singapore, Hong Kong, Cebu and China’s own domestic MICE-providers all scramble to woo regional customers, Australia will have to fight to grow its share and keep customers.

Event operators are nonetheless upbeat about Australia’s magnetism. According to McEvoy, Australia is attractive for its iconic landmarks, but the “main reason [to visit] is environment: great skies, wildlife, nature and curious animals.” Zhang concurs that while Singapore positions itself more as an international convention center, Australia’s incentive-edge is unparalleled.

Expect more Chinese sipping Aussie beers on Bondi Beach.

MICE NOW

43

澳洲游升温 澳大利亚丰富的自然资源以及成熟的酒店业 吸引中国游客赴澳激励游

本文图片均由澳大利亚旅游局提供

阳

光海滩，碧空万里，以及现代大

元素和丰厚的文化遗产。“这是一个包罗万象

都市与野生动植物的完美结合。

的目的地国家，可以满足各种客人的不同兴趣

澳大利亚拥有的这些元素的组合

需求，”张熙来说。

是无可比拟的。 对许多国内游客来说，澳洲曾是一片辽 阔，遥不可及的土地。不过这种印象正在逐渐

对于大多渴望参与活动者的角度而言，澳

但是对于大中型商务团队而言，在悉尼

大利亚的形象就是风景如画的代名词，这有助

这样的大城市主办活动成本更为经济。深入探

于建立中国旅行者较高的期待。

究澳大利亚通常需要空中交通。这对于规模 大至2000人的团队来说将带来组织方面的挑

变化：到2011年底，中国赴澳个人游惊现近 20%的飙升，创下历史记录，为全球范围内最

城市魅力

战。从另一方面讲，如果公司规模相对较小，

高。目前它是澳大利亚第三大旅游市场，仅次

迄今为止，标志性大都市例如悉尼和墨尔本，

这些新兴地区可以带来完美的会展奖励旅游体

于新西兰和英国这两个英联邦国家。

对中国商务游客有着极强的吸引力。人们被澳

验。

随着更多较为富裕的中国游客蜂拥至黄金

大利亚在自然美景和野生动植物方面的美誉所

海岸，澳大利亚作为亚洲精品会展奖励旅游目的

吸引，然而到了这里，中国游客更倾向于选择

延伸澳洲热情

地的声誉也水涨船高。商务旅游策划者和公司会

在城市社区中安顿下来。

日益紧密中澳经济与文化纽带吸引越来越多的

议组织者通过在完全的异国游中注入中国元素，

“激发中国游客旅游热情的常常是自然景

中国人选择澳洲获得独特的旅行体验。据澳大

观，”澳大利亚旅游局商务活动负责人佩妮·

利亚旅游局表示，中国游客与其他团队相比耗

“世界实际上是中国之盛宴，”澳大利

莱恩(Penny Lion)说，但“实际上，活动大多

费的时间更长——平均每次逗留时间为53晚，

亚旅游局(Tourism Australia)行政总裁麦勤伟

以城市为中心的。”交通的便利、会议场馆能

而在2009年，单个游客对澳洲经济的贡献超

(Andrew

McEvoy)说，“随着航空旅游选择

很好地满足大型访问团队，以及相对安全的环

过7287澳元——高出日本游客平均花销的两

范围的扩大，中国旅游者有了太多的选择。”

境通常是活动策划者考虑的关键条件。对很多

倍。

一份由澳大利亚旅游局发布的报告预测澳大利

资深的中国游客来说，在澳洲同样重要的一项

中国和印度是澳大利亚旅游局雄心勃勃的

亚国际旅游业42%的增长将来自中国。基于这

副业活动是对西方品牌商品进行扫货。据张熙

发展计划中的重点目标。该部门预计到2020

个数据澳洲的旅游产业寄希于依托本国独特的

来表示，他们经手的多数中国公司代表团成员

年，高产出的商务活动行业规模将扩张至170

优势成为中国入境个人游和商务活动的首选目

还是初次访问澳大利亚，所以，很自然“他们

亿美元。因此，政府倡导实施多层次的战略，

的地。

想要确保行程包含这个国家最著名的景点”。

旨在让中国游客消费得更多，待得更久，往返

向渴望打动客户的中国公司推销澳大利亚。

“澳大利亚绝不是传统的会展奖励旅游

对于中国的奖励游团队来说，内部会议

目的地，”总部设在北京的国旅（北京）国际

构成了公司在澳活动中的一大组成部分。“对

促进沟通顺畅是第一步。为了更好的款待

会议展览有限公司(CITS MICE)总经理助理张

多数客户而言，他们所关注的是来自高层行政

中国游客，澳大利亚旅游局和澳大利亚政府鼓

熙来说。与传统热门亚洲国家泰国、菲律宾相

人员的信息是否能有效地传达给每位员工，”

励服务供应商开发文化与语言资源。努力的例

比，澳大利亚在各项指标上几乎都具有一流的

国旅（北京）国际会议展览有限公司的张熙来

证包括一个澳大利亚政府计划，向希望给员工

体验，其中包括场馆设施、交通设施，以及食

说。从这个角度而言，大城市因其一流的场馆

普通话培训的企业提供补助。尽管这一计划是

品和休闲娱乐的供应。更重要的是，澳大利亚

设施和成熟的服务经验脱颖而出。

面向小型服务供应商的，“整个行业已经开始

得更频繁。

给活动组织者无限的创意空间，设计各种独具

张熙来指出，虽然像阿德莱德和珀斯这样

动真格的了，”麦勤伟说，“你会看到像雅高

澳洲特色的旅游线路。这个国家同时拥有自然

的全新会展奖励旅游目的地显示出成长潜力，

这样的酒店公司如今在提供内部语言项目。”

44 MICE NOW

Asia Focus 聚焦亚洲 他进一步解释说，这些供应商越来越意识到让

海到悉尼的航班大约需要11小时。中国的商

中国游客宾至如归的重要性，从消除语言障碍

务活动顾客对赴澳旅行所需的时间投入较为

到“微观层面”的精益求精，如早餐菜单上的

敏感，因此时间投入就构成了潜在的阻碍。

粥品等。

不过国旅（北京）国际会议展览有限公司的

为迎合中国人对城市旅行的偏好，供应商

张熙来认为这个障碍并非不可逾越：他指出

提供了依托城市中心为大本营的短途旅行。莱

对于很多游客来说，长时间的旅途为团队在

恩还高度评价了城市中那些给游客带来自然风

着陆后反而平添一份兴奋之情。

光的场所，如位于悉尼港口的塔隆加动物园。

成本因素或许是一个更为顽固的障

在宏观层面，澳大利亚旅游局已着手“澳

碍。平均而言，赴澳游成本比同路线的新

洲旅游专家”项目。该项目旨在对销售网络进行

加坡游高出约30%，张熙来说。此外，近

微调，以便引来更多赴澳中国游客。澳大利亚旅

期澳元坚挺也降低了中国游客对澳洲之行

游局的研究发现，尽管互联网为中国消费者的旅

的承受力。作为澳大利亚的竞争对手，包

游决策提供了信息，多数顾客仍通过旅行社购买

括新加坡、香港、宿雾岛和中国国内的会展奖

行程。这一持续的营销活动将与扩张后的澳洲旅

励旅游供应商都在竞相追逐内地顾客，澳大利

游专家办事处一道深入二线城市，澳大利亚旅游

亚必须奋力扩张其份额并留住顾客。

经销商的市场定位是充分利用新兴中产阶级和对 会展奖励旅游感兴趣的地方企业。

尽管如此，活动运营商对澳大利亚的吸引 力保持乐观。据麦勤伟表示，澳大利亚吸引力 在于其标志性的地标，“但旅游的主要原因是

离家千里

环境：美妙的天空、野生动植物、自然风光和

但澳大利亚试图要将业已实现的盈利提升到

令人好奇的动物。”张熙来同样认为，尽管新

潜在的预期水平还存在一些障碍，麦勤伟总

加坡更多的自我定位为国际会议中心，澳大利

结出了三个关键的挑战，即 “时间、成本和

亚的会展奖励旅游优势是无与伦比的。

距离”。 赴澳旅行确实需要充分的时间投入：从上

不论怎样，还是期待会有更多中国人在邦 代海滩畅饮澳洲啤酒吧。

MICE NOW

45

海派韵味的传承 东方商旅精品酒店是私密晚宴、董事会议和高端小规模商务会议的 不二之选

Les Suites Orient, Bund Shanghai: top choice for private dinners, executive meetings and small-group conferences

位

于外滩黄金地段的东方商旅精品酒店毗

眺视野，景观壮丽。俪东方是6-8位董事会议

邻黄浦江的渡轮码头，离浦东陆家嘴金

和私密晚宴的绝佳场所。

融区仅咫尺之遥，方便到达上海各个中心商务

酒店的空间设计别具一格，现代感强烈，

区。以风靡上世纪三十年代的装饰性艺术(Art

能灵活地满足商旅人士的休闲和会议需求。古

Deco)为设计灵感，东方商旅能以270°视野

色古香会议室酒店位于酒店三楼，宛如迷你图

饱览万国建筑群、北外滩、浦东天际线、南外

书馆一样宁静，这里是12位小规模商务会议的

滩和豫园景色，仿佛是对上海的历史与现代的

首选。精致的空间让紧张的商务会议中也能拥

完整收藏。浦西史迹与浦东摩登时空在这里交

有轻松平静的体验。

相辉映。

酒店二楼的包房，适合10

-12位贵宾享

酒店入口低调, 充分注重隐密性。暖色大

用晚宴及管理高层会议。二楼另有多功能空

理石、深色实木、古铜色铜雕、白色陶胚，构

间，可灵活布置，举办20-30位商务人士的小

成讲究质感的空间里。 一台近200年历史的平

型高端会议，小型新闻发布会及50位的私密派

东方商旅精品酒店全天商务会议套餐价

台式演奏钢琴, 静静地摆放在三楼大堂， 宾客

对。

格为：

也可随意奏上一曲。 酒店空间设计优雅私密，

此外，酒店的特色餐厅Café

dongxi全

服务温暖细腻。装饰艺术与东方韵味完美融

天候供应中西合璧的美食。所有空间具有自然

合，营造了东方商旅独特的商务会议优势。独

采光，无线网络全部覆盖，均配备先进的视听

特的地理位置、精心设计的空间让与会宾客感

设备。Le Lounge 24小时免费为宾客开放，

受到一份亲切、优雅和宁静。多功能和具有延

提供咖啡、茶、点心和水果和开放式商务中

展性的空间，是私人会晤、私密晚宴、董事会

心，展现商旅酒店的服务精髓。

位于酒店最高楼层的俪东方总统套房，装 饰优雅而高贵，有独立的会议空间和270°远

46 MICE NOW

含8小时会议室场租（每天上午8时至下午 5时） 高端会议设施和会议布置 上午或下午主题茶歇 与会宾客更可以150元 /人+15%服务费 的优惠价格在东方商旅特色餐厅Café

议、新闻发布会、鸡尾酒会和精品展览会的完 美场所。

RMB550元/人+15%服务费，10人起订:

东方商旅精品酒店 上海市金陵东路1号Tel: + 86 21 6320 0088 www.hotelsuitesorient.com

dongxi享用自助或定制午餐或以250元 /人 +15%服务费的优惠价格在Café dongxi 享受晚宴

Hotel review 酒店评论

案例分析: 诠释低调的奢华 东方商旅精品酒店迎接Fendi中国区年度晚宴

关于东方商旅 东方商旅精品酒店于2011年5月正式开业。位于外滩黄金地 段，酒店将旧建筑、装饰艺术风格和东方的韵味完美融合。酒 店共拥有168间客房。商旅创设于台北，旗下1999年成立的 大安馆， 2002年设置庆城馆。东方商旅精品酒店的市场定位 主要针对讲究隐私、安静、细腻服务的国际商务和休闲旅客。

2012年2月15日，来自世界奢侈品

光。Fendi对场地的音响效果颇为注

牌Fendi的40多名中国地区员工在

重，并专门配备了现场调音师。

东方商旅精品酒店举办内部的年度

活动除了精彩的开场时尚秀以

晚宴。经过众多酒店的层层遴选

外，还安排了评选业务表现杰出门

后，Fendi的活动组织方在业内人士

店的环节，并让店长分享管理经

的推荐下最终选择了东方商旅。

验。“当然，这些评选以娱乐更多

酒店别具一格的私密环境和优

的是为了向员工一年来的辛勤努力

雅气氛很好地契合了活动举办的

表示感谢，”Grace说。活动的高

目的。不同于往常高调的新品发

潮部分不出意外地落到了抽奖环节

布会，Fendi的年会更注重为员工

上。此外，活动的另一大亮点在于

间的互动交流创造舒适和自然的

Fendi全球总部的CEO今年亲自出席

氛围。此次的年会主题是

“Any

了中国地区的年会，为活动增添色

Movie

Star”，员工身着自家品牌

彩。“对于即将去另一个地区工作

的服装来模仿任何电影明星。“我

的CEO，他对于此次告别式的晚宴

们对活动现场的灯光和舞台布置

安排很感动。”Grace说到。

有一定要求，”Fendi人事部门的 Grace

东方商旅活动协调负责人Claire

Zhang说，“为此我们的组

分享此次活动感受时表示：“此

织团队和东方商旅做了大量的实地

次活动现场气氛比平时大家所见

考察，看哪些家具可以挪动，为秀

的时尚秀场多了一份别样的温馨和

台提供充分的空间。酒店为活动专

融洽，这更体现出时尚精品品牌与

门将一间隐蔽的Cigar

低调奢华的东方商旅合作相得益

Bar打造成多

功能区域，供参与者换装和布置灯

彰。”

MICE NOW

47

隐于山野的精彩MICE naked Stables Private Reserve在杭州莫干山的大型团队 接待惊艳处子秀

naked Stables Private Reserve makes an impressive large-group debut in Moganshan

outdoor escape...naked Stables Private Reserve 户外放松...naked Stables Private Reserve

Case study 案例分析

Relax outside the clubhouse 在clubhouse外放松

Perched high above the bamboo forest 高耸在竹林之上

活动 | Event Brief

亮点 | Highlights

为了庆贺一年来所取得的成功，潮域投资咨

潮域去年曾在三亚组织了团队活动，那次活

询公司(Aquaspace)计划组织一次年度出

动主要是公司自行安排的，与之相比，今年

游，活动以增强不同部门之间的理解为重

公司的领导团队终于能够全身心地投入到一

心。这场由全公司56名员工参加的活动最

系列有趣的活动之中。而通过与酒店管理层

终在距离上海约3小时车程的莫干山naked

员工合作评判并开展活动，naked Stables也

Stables Private Reserve举行。公司管理团

获得了与宾客互动的第一手经验。

队先于其他员工一天到达，并在我们独特的

增强跨部门沟通的目标也如愿以偿。

茶叶博物馆内进行了会议。之后，他们在非

在午餐之后，我们组织了为期两天的激烈竞

洲有机餐厅(Kikaboni’s wine cellar)内的

赛。所有成员被分成8组，我们有意将来自不

包厢里享用了六道葡萄酒配餐。公司其他员

同部门的员工安排到同一小组。他们总共完

工于次日抵达，并在那里度过了四天三夜。

成了6个活动，naked Stables Private Re-

aurant

st nature re rve's sig The Rese 机餐厅 有 洲 非 ： 特色餐厅

serve的销售经理Teun Hanegraaf表示，这

挑战 | Challenges

些活动旨在“鼓励创新思维、挑战个人的身

naked Stables的企业关系经理Angie Chen

体与精神、其中大部分还具备环保和可持续

说：“这是naked Stables Private Reserve

元素。”活动在周末到达高潮。在庆贺成功

首次接待大型公司团体。”一些来自驿站度

的夜晚，人们尽情地享用美酒美食，并同现

假村上海办事处的资深员工也被调配至此，

场乐队欢快共舞。

以确保活动平稳进行。在与客户正式活动之

“许多人非常认真地参加这些有趣的活

前，naked Stables对包括户外定向、山地自

动，最后他们能够和来自不同部门的同事打成

行车和小品表演在内的大部分活动进行了彩

一片并相互了解。”Angie说，“一些人的表

排和预演。

现大有进步：起初他们看上去似乎很腼腆，但

在户外活动期间，团队遇到了些许意想

到最后却成为自己小组当中的超级明星。”

Inside the A fro-A 在非洲 sian in 有机餐 spired 厅内部 Kika

boni's

之外的小困难。naked Stables原本安排了一 个全天的户外定向活动，然而当天却下起了

反馈 | Comments

蒙蒙的细雨。Angie说：“团队内一些成员还

潮域董事的总经理Paul

是坚韧地完成了整个自行车比赛环节。”那

束次日表示，这次行程超出了他原本就已

些对雨中骑车感到不适的成员则搭乘后备交

很高的期望。大部分员工对于此次naked

通工具直接抵达终点。

Stables四日游反响热烈，这也颠覆了他们对

Karvandi在活动结

另一个难点在于将乐队表演接入非洲有

于公司活动的传统观念。在周六最后的晚餐

机餐厅的下层。最后乐队的鼓手仍继续在楼

上，Karvandi赞许说：“我感觉公司的团队

上敲打，而歌手和吉他手则来到楼下为用餐

精神从未像现在这样高涨，本次活动的组织

的宾客进行表演。

方式在其中起到了明显的作用。”

MICE NOW

49

wine c

ellar

Case study 案例分析

Sunset view...IHG One Thousand Island Lake Resort 夕阳西下...千岛湖洲际度假酒店

半岛湖畔 动静皆宜 杭州千岛湖洲际度假酒店与主题自行车骑游公司拓展活动 Cycli

Inter Continental One Thousand Island Lake Resort and Theme Cycling Tour

ng fu n 趣味骑 油

活动 | Event Brief

合作，在骑游过程中设计了各种趣味及智力活

2011年9月19日至23日，飞利浦照明OEM渠

动，丰富客人的参与热情。

道客户研讨会在杭州千岛湖洲际度假酒店举 办。作为飞利浦公司年度的重要会议之一，共

亮点 | Highlights

邀请到200多为来自全国各地的客户参与为期

令团队印象最深刻的还是自行车拓展活动和露

一周之久的活动。会议之余，200多人的团队

天晚宴。在空气清新的早晨开始的沿湖骑车

在千岛湖镇的羡山半岛体验了以“80天环游

活动可谓一步一景。9公里23道弯的私家公路

世界”的主题自行车骑游等一系列公司拓展活

上，穿越凯旋门，曼陀罗花海，和恍若仙境的

动。

银杏树林，给在来自喧嚣城市的宾客们带来了 别样的风情体验。酒店隶属于万象集团，旗下

挑战 | Challenges

的园林分公司把酒店的这段私家公路打造成沿

杭州千岛湖洲际度假酒店的市场传媒经理

湖美景交错的路段。

Chloe Kwok表示，“承办活动前夕，我们对

由于酒店事先准备充分，了解到Phillips

于该团队的所有需求都进行了度身打造，包

团队中有一位宾客行动不便，便为其单独安排 了一辆双人自行车，使客人倍感贴心周到。露

括饮食起居、会议流程、宴会要求、高尔夫 赛、环湖游览及200多人参与的自行车公路项

一般不建议个人在自行车专道外的主路骑车。

天晚宴现场请到了当地的爵士乐队演出。晚宴

目。” 结合酒店占岛而居，拓路而建的特色，

如何有序高效安全地组织人数庞大的自行车游

安排的是西式自助餐，餐桌和环境均采用西式

千岛湖洲际推出了富有创意，并让客人充分领

无疑是该活动的最大挑战。

的摆设，沿湖夕阳西下的美景一览无余。

略千岛湖碧水青山的私人公路自行车旅。

“我们在活动当日专门封锁了公路，并

鉴于来访的客人团体人数庞大，酒店专

沿路配备了足够的安保人员，且酒店的医务人

反馈 | Comments

门为该团队推荐了适合集体体验的自行车骑

员也全程随队，以确保所有客人的安全措施万

飞利浦对该活动反响强烈，公司随后就确定

游，高尔夫赛和游湖项目。“我们相信在风景

无一失，”Chloe介绍说。所有人员于23日早

杭州千岛湖洲际度假酒店为下场活动的举办

秀丽的环境下骑车是许多人都向往的体验，”

上8:30分集合，做完热身活动后，在专业自行

地。“这次活动举办得相当成功，”Chloe表

Chloe说。但由于私家公路是双车道，并且沿

车导师的带领下以20人左右的小分队形式开始

示，“许多客人都迫不及待得说想要带上家人

湖，考虑到安全的因素若没有酒店的事先安排

沿湖骑游。酒店还与一家专业的骑游拓展公司

一起来羡山半岛享受假期。”

50 MICE NOW

interivew 经理专访

京城里的云南情，让会议别滋新味 专访北京新云南皇冠假日酒店总经理施安娜

Interview with Anna Stackler, General Manager of Crowne Plaza Sun Palace Hotel Beijing logo，即茶歇期间每一块蛋糕上都有精致的可 食用logo，美观且富有心意，另到访的来宾印 象深刻。北京市可以提供这样糖制logo的仅有 2家酒店，北京新云南皇冠假日酒店是其中一 家。 其次，酒店配有专职的质量管理监督主 任，负责24小时客户电话的接听，帮客人解答 到店期间任何问题，确保会议及时高效运转。 酒店有哪些新的产品，来不断满足目前的 MICE市场？ 酒店会根据不同时节及不同行业制定不同产品 的package，但是价格和产品不是核心。 “我们认为，客户的体验是我们追求的终 极目标。我们希望我们的客人在来到北京新云 南皇冠假日酒店后，不仅能享受到便捷的商务 北京新云南皇冠假日酒店总经理施安娜

会议服务，同时也能在紧张的工作之余享受下 榻和会议的愉悦。比如我们别具匠心的云南许 愿铃，很多客人在开会的茶歇期间写上祝愿， 悬挂在我们彩云天云南餐厅门口许愿铃区域， 为家人朋友祈福。 我们的会议走廊区域自然采 光良好，在开会间歇出来晒晒太阳既能精神焕 发，还是一种新型社交方式，不同公司的客人 在开会间歇认识攀谈，我们戏称为‘阳光咖啡 时间’ 这也不乏成为一部分管理层客人选择我 们酒店的原因之一。”总经理施安娜如是说。 是如何将云南元素融入到酒店的MICE服务

通过过去一年，从贵酒店看到MICE市场的趋

北方区内的各级政府部门会议需求也略有增

中的？

势是什么？

幅。加上明年是很多国际性大型活动集中的一

除了硬件上云南特色的会议室装饰和餐饮上的

酒店MICE市场的趋势总体来看是程明显上升

年，不少大型展会已经从现在开始提前考察场

安排，我们在方方面面都从云南民族特色出

趋势。行业区分非常明显，如医药、汽车行

地和软硬件服务。

发。作为酒店人心中的小梦想：超越并提升宾

整体而言，大部分客户集中需要面积大的

客感官体验以外，酒店的大梦想是向世界展示

客户的要求日益个性化，更注重会议期

主会场，多数量的分会场及足够用餐的场地。

民族的美，文化的美。通过服务窗口，让世界

间的感官体验。旅游业的最大特点就是服务产

为了达到客户的要求，酒店做了很多灵活性的

了解中华文化的博大精深，中国民族文化的丰

品的整体感受，这些感受是由硬件、软件等多

调整，比如如何将酒店的餐厅布置为会议用餐

富多彩。这不单单促进酒店的运营收入更放眼

方位的因素组合而成，任何一个环节出现瑕疵

场地，活动桌椅的添加和撤场等等。

于能为中国的旅游产业推波助澜。

包含了众多琐碎的细节，因此酒店也配有多种

从MICE服务的角度来讲，酒店的独到之处在

能否预测下2012年的MICE市场的变化？以

管理工具来支持管理和检查。

哪？

及酒店将如何应对？

首先，销售队伍根据行业和客户性质进行分

2012年是大型会议会展相对集中的一年，市

从酒店目前MICE的客户来看，哪些是你们业

组，每日都会由专人负责和会议组织者进行实

场会好于2011年，但是竞争也会更加激烈。

务的主要客户？他们有哪些特殊的要求？

时沟通并总结，并做到提醒客户会议期间的可

施安娜总经理说：“我们不得不在竞争中生

酒店客户基本涵盖了各个行业，但是随着中国

预见性问题及解决方案，且能够根据客人的需

存，但我还要说我们喜欢竞争，竞争让我们提

经济的结构型调整，医药产业在酒店客户份额

求提供个性化服务。

高，竞争让我们更加完善自己。只有不断创新

业，而且会议时间有向周末倾斜之势。

都会使整体感官体验打折。特别是会议产品，

中有所增长。同时由于北京政治经济的优势，

比如，酒店曾经给奥迪客户做过个性化的

才是生存之道。”

MICE NOW

51

广州圣丰索菲特大酒店 主推“福楼拜”高端 会议 Sofitel Guangzhou Sunrich accomodates Flaubert Premier Forum

高锦洪出任三亚万豪度假酒店 总经理 Gao Jinhong Appointed GM of Sanya Marriot Resort & Spa 2012年3月，万豪国际酒店集团任命高锦洪为

即日起至7月31日，广州圣 丰索菲特大酒店推出高端会 议设施，让商务宾客体验福 楼拜式的豪华。 酒店设有高 科技46座的圆形会议空间， 每座独立配备17寸高清电脑 显示屏、麦克风。其多功能 系统包括投票、发言及远程 视频会议等。会议还配备可 视同声翻译室。套餐优惠包 括会议室租金5折，豪华茶歇 等。

三亚万豪度假酒店总经理，负责酒店整体运营 和管理事务。此之前高锦洪先生在该酒店担任 驻店经理的职务，任期长达两年之久。来自香 港的高锦洪拥有26年的工作经历，曾于1998年 出任万豪国际酒店集团中国区域销售总监。

三亚万豪度假酒店超值会议套餐

北京凯宾斯基饭店开发会议套餐 的创意元素 Creative Elements of Kempinski Hotel Beijing’s Development Meeting Package 北京凯宾斯基饭店今年推出独具匠心 的“绿色环保”和“中国欢饮您”会议 套餐，并配备6种风格迥异的茶歇。 饭 店宴会销售总监胡晓红表示“中国欢饮 您”套餐将吸引境外会议组织者，传递 首都的浓厚文化底蕴。特色茶歇包括“ 巴伐利亚风格”、“欧式优雅”和“北 京胡同”等，可与任意会议主题搭配。

上海虹桥元一希尔顿新推吸引商 务聚会策划方案

Sanya Marriot Resort & Spa Premier Meeting Package

Hilton Shanghai Hongqiao offers Rewarding schemes for Companies to Book Corporate Meetings

自5月4日至9月28日，三亚万豪度假酒 店推出3298元的单人会议套餐，包括入 住豪华山景房两晚，双人自助早餐和免 费上网。会议优惠包括免费使用一天会 议室，投影设备，会议当天上，下午各 一次单人茶歇和当天工作午餐，并配有 会场需要的纸笔，矿泉水等。套餐专为 20-50人的会议团体打造。

针对预定15人以上的会议活动策划人， 上海虹桥元一希尔顿酒店给予策划人五 项任选两项的奖励，包括：一次免费的 咖啡/茶歇； 免费使用会议室及客房的互 联网；全单95折优惠；三个月内再次租 用会议室可享7折优惠和双倍希尔顿荣誉 客会积分。该会议活动策划人还将在下 次入住时获得希尔顿荣誉客会积分。

52 MICE NOW

Industry update 行业新闻

杭州西溪喜来登度假酒店年度金 马奖梅开二度 Sheraton Hangzhou Wetland Park Resort Presented Jinma Award Again 杭州西溪喜来登度假酒店在2011-2012年度“ 中国饭店金马奖”的评选中获得了中国最具发 展潜力新开业酒店和中国酒店百强两个奖项。 本次活动吸引了全国包括香港和澳门地区的近 百家五星级酒店的积极参与。杭州西溪喜来登 度假酒店自2011年11月开业。

泛太平洋酒店集团任命王保丰为 宁波泛太平洋大酒店与高级服务 公寓总经理 Wang Baofeng Named GM of Pan Pacific Ningbo Hotel and Serviced Suites

青岛鲁商凯悦酒店任命夏浩强为 总经理

2012年2月，作为开业筹备团队的领导，王保

Hyatt Regency Qingdao appoints Anthony Ha as General Manager

寓总经理一职。今年六月将出任总经理负责的

夏浩强被任命为青岛鲁商凯悦酒店总经 理。夏先生于1987年加入了澳门君悦 酒店的管理团队。之后，他在多家著名 的国际级酒店管理集团担任高级管理职 位。2010年，拥有超过20年国际酒店 管理经验的夏先生重返凯悦酒店集团。

西亚人，曾在多家喜来登酒店任职超过十年。

丰被任命为宁波泛太平洋大酒店与高级服务公

两处新开物业的经营管理。王保丰是澳裔马来

成都保利公园皇冠假日 酒店贵宾楼层全新开放 Crowne Plaza Chengdu Executive Floor Re-launch 作为成都北部首家国际高端 品牌酒店，成都保利公园皇 冠假日酒店位于19至22层 的贵宾楼层及贵宾酒廊开幕 迎宾，以满足高端商旅人士

奥克伍德开创在华首家奢华品牌

的个性化需求。入住贵宾楼

Oakwood Opens First Luxury Brand in China

层的宾客可办理快速入住和

广州方圆奥克伍德豪景于2012年4月

离店手续。复试贵宾酒廊布

开业，为奥克伍德在中国五大城市管理

置安静典雅，饱览落地窗外

的增添了第六个物业。酒店坐落于广州

198公园的绿地美景，还可

市天河区中心商务区，设计考虑到结合

免费享用自助早餐、全天候

安全与私密结的环境，运用传统和现代

茶点、下午茶和日落欢乐时

的元素。公寓面积比正常酒店几乎大一

光及无线网络服务。旅客更

倍，单间从50-76平方米不等，4房的

可免费使用私密安静的贵宾

有230平方米，旨在为旅客提供体验家

楼层会议室两小时。

的舒适和五星级酒店级别的一流服务。 MICE NOW

53

Event Gallery 活动图集

Themed “Advancing MICE and Business Minds”, this year’s IT&CM China convention gathers over 1,300 registered delegates from 45 countries and territories. It is noteworthy that among the 380 selected buyers, 50 percent are first-time participants to this exciting event. Largest exhibitors include Macau Government Tourist Office, Shanghai Municipal Tourism Administration, and InterContinental Hotels Group. Various industrial leaders such as ICCA, HelmsBriscoe and Jeju Convention & Visitors Bureau attended seminars, elevating the 3-day event to a world-class convention.

Event: IT&CM China 2012 Date: April 17-19, 2012 Location: Shanghai World Expo Exhibition & Convention Center

以“推动商业意识与中国MICE产业 共赢”为主题，今年的IT&CM

China

大会聚集了来自45个不同国家地区的 1300多名注册代表。值得关注的是， 在380名精心筛选后的特邀买家中， 半 数第一次参加此次精彩纷呈的盛会。展 位面积最大的展商有澳门展团，上海展 团和洲际酒店集团。 包括国际会议协 会，HelmsBriscoe

和韩国济州岛旅

游光会议事务局在内的行业领袖参与 主题演讲和座谈会，把此次三天的会 议提升为真正的国际级别的展会。 活动：中国（上海）国际奖励旅游及 大会博览会 日期：2012年4月17-19日 地点：上海世博展览馆

54 MICE NOW

摄影 Rudi van Aarde

大自然保护协会

物种国际贸易公约》(CITES)的一类保护物种,严格禁止其制品在国际间携带和运输。

30年来,由于象牙贸易,非洲大象已从130万头锐减至45万头。大象是《濒危野生动植

一头大象的生命。

即使一条象牙项链,一双象牙筷子,也是对大象最残忍的杀戮。每一件象牙制品背后都是

请拒绝购买所有象牙制品