Mice Now Autumn 2012

INSIDE Asia Focus South Korea’s MICE influence 聚焦亚洲 韩国的MICE影响力 CHINA FOCUS The rise of green meetings 聚焦中国 绿色会议引领潮流 City Spotlight Sanya’s MICE trends 城市焦点 三亚的MICE趋势 view point Welf Ebeling on business travel 高层视野 对话全球商务旅行协会亚洲主管Welf Ebeling

SUMMER 2012 / AUTUMN 2012

Playing the China card

Global hotels go all-out to cater to Chinese tastes

国际酒店全力迎合中国顾客品味

Four Seasons Hotel Hangzhou at West Lake

主打中国牌

Editor’s letter 编者的话

A

ll eyes are on China these days, especially in the MICE industry. Intentional hotels have stirred up the market by proudly stating brands and services specifically designed for the Chinese. Some global hotel chains walk a tightrope between retaining distinct international brand DNA and conforming to the local taste. It remains to be seen, though, how effective those strategies are in winning over the hearts of the local guests.

MICE NOW Summer 2012 / auTUMN 2012

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

Suzanne Edwards Minuri Amarasuriya Rebecca Carden

Research Director | Ada Liu

Graphic Designer | Jennifer Zhang Art Director | Frank Zheng

2012 is also the designated year of friendship between South Korea and China. In Asia Focus, we look at how the signing of the Free Trade Agreement can potentially strengthen the tourism ties between the two. Yet, as acclaimed MICE destinations, Singapore and China’s Sanya aren’t sitting still.

Both are accelerating efforts to upgrade software support and tap into the leisure travel markets.

This issue’s interviews include our conversations with hotel managers based in Shanghai, the city that is perpetually dynamic for MICE challenges. As usual, our case studies will hopefully inspire our readers’ next event planning ideas.

Researchers | Juliet Zhu

Nonetheless, this trend indicates the encouraging outlook for China’s potent domestic and outbound tourism market. We spoke with Welf Ebeling from the Global Business Travel Association as it unveiled its inaugural travel outlook report dedicated to China.

如

今，全世界都在关注中国，会展奖励旅游行业更是如此。筹备已 久的酒店纷纷高调推出专门面向中国游客的品牌与服务，并在市

场上激起了千层浪。一些国际连锁酒店正小心翼翼地在维持特色鲜明的 国际品牌血统与迎合地方品味之间寻求平衡。然而这些战略能否有效地

Director of Sales | Obie Gao

赢得当地顾客的青睐还有待验证。 尽管如此，这种趋势已经表明中国充满活力的国内及出境游市场拥

International Business

有令人鼓舞的前景。在全球商务旅行协会首次发布完全针对中国市场的

Development Manager | Germain Le Nay

商旅前景报告之际，我们同该协会亚洲地区的主席Welf

Ebeling先生探

讨了这一个趋势。

Distribution Manager | Seana Liu

2012年恰逢中韩友好交流年，在《聚焦亚洲》栏目里，我们对万众 期盼的自由贸易区将如何潜在增强两国间旅游来往进行了分析。而作为

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

公认的热门会展目的地，新加坡和中国三亚也没有停滞不前。目前这两 个地区都在努力加快软件升级并进军休闲旅游市场。 上海永远是一座充满动感的城市。本期的访谈将包括我们与上海一 些酒店管理者之间的对话。同往常一样，我们还希望本次的案例分析能 够为读者在今后制订活动规划时捎去灵感。

Advertising enquiries

Hong Kong | +852 3174 6136 Shanghai | +86 21 5187 9633-811 E-mail | ads@ChinaEconomicReview.com MICE NOW

3

MICE NOW Contents Summer 2012 / auTUMN 2012

www.chinaeconomicreview.com

Cover story 封面故事

19 Of Chinese spirit |中国精神

12

International hotel tailor brand images to attract Chinese guests 国际酒店为中国客人打造专门品牌

24 Creating brand success for hotels 创造成功的酒店品牌

view point 高层视野

12 High-profile in global travel 高规格全球旅行

Interview with Welf J Ebeling from Global Business Travel Association

专访全球商务旅行协会亚洲区主管Welf J Ebeling

CHINA Focus 聚焦中国

28 China’s green ambition | 中国的绿色雄心

China’s MICE industry rides the environmental wave 中国MICE行业乘着环保大浪前进

Asia Focus 聚焦亚洲

34 MICE diplomacy MICE | 外交

Potential FTA between China and South Korea to pave way for MICE cooperations 中韩有望签署的自由贸易协定将为MICE合作铺路

40 Lion in motion | 动感狮城

Singapore closer to become Asia’s top MICE destination 新加坡在成为亚洲首选MICE目的地更上一层楼

4

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44

city spotlight 城市焦点

44 魅力三亚

海南三亚成为高端旅游项目投资热地

NEWS BRIEFS 新闻简报

6 MICE news across Asia | 亚洲MICE新闻 Interview 经理专访

5 0 览浦江美景 品精品会议 51 历久弥新的商务会议 52 闹中取静的都市MICE Case study 案例分析

4 8 慈善助力 点燃绿色梦想 49 创新无限 服务周全 Industry update 行业新闻

22

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Photo by: Mandarin Oriental Hotel Jakarta

Indonesia boosts MICE industry with new initiatives Indonesia strengthens MICE industry with new Directorate and push for Chinese tourists

I

ndonesia has recently established its Directorate of Special Interest Tours, Convention, Incentive and Events Development, an initiative to improve the competitiveness of its tourism industry. The Minister of Tourism and Creative Economy Mari ElkaPangestu issued a statement describing the goal of the directorate as developing human resources, facilities and other standards necessary for Indonesia to become a “quality MICE destination.” The directorate will focus on destinations such as Jakarta, Jogjakarta, Surabaya, Bali, Lombok, Medan, Batam-Bintan, Padang-Bukittinggi, Makassar and Manado.Infrastructure projects are already in place for several cities, including a new airport in Lombok, and a new convention venue in Manado.

9.5 m

Number of foreign tourists expected to visit Indonesia by 2014

6

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With tourism as its third largest sector in revenue, Indonesia is slated to welcome 8 million foreign tourists, with predictions that the number might reach 9.5 million in 2014. However, with the global financial crisis hampering tourism from the United States and Europe,

Indonesia has sincereoriented its strategies toward attracting travelers from South Korea, India, Russia and China. According to official estimates, the number of Chinese touristsin 2011 visiting Indonesia was around 470,000.

Indonesia intends on doubling that figure to 1 million tourist arrivals from China by 2014.

To boost tourism from China, Indonesia’s leading carrier PT Garuda Indonesia has expanded operations to Beijing, with plans to provide daily flights to Jakarta. Jakarta has also asked the Association of Southeast Asian Nations to expedite the implementation of a common visa for the 10-nation bloc, in order to further develop a presence in other tourism markets in Asia.

In addition, Indonesia is also capitalizing on its cultural ties to China. Indonesia is home to several tourist destination associated with the historic expedition of Chinese fleet admiral and diplomat Zheng He, who traveled to Indonesia over six centuries ago. Three mosques known as the “Zheng He Mosques” are located throughout the archipelago to commemorate his visit.

News BRIEFS 新闻简报

印尼出台新举措推动MICE行业 印度尼西亚通过推广新的理事会和吸引中国游客 加强会展旅游业发展

印

度尼西亚最近成立了专项旅游、会

为了促进来自中国的旅游，印尼领先

旅游业竞争力。旅游与创造经济部长冯慧兰

的航空公司印度尼西亚鹰航空公司(PT Ga-

(Mari ElkaPangestu)发表声明称，理事会

ruda

的目标是完善人力资源、旅游设施和其它使

推出北京至雅加达的

印尼成为“优质会展奖励旅游目的地”所必

每日航班。雅加达

需的指标。理事会将专注于雅加达、日惹、

同时要求东南亚国

泗水、巴厘岛、龙目岛、棉兰、巴旦—民丹

家联盟(Association

岛、巴东—武吉丁宜、孟加锡和万鸦老。一

of Southeast Asian

些城市的基础设施项目已经就位，其中包括

Nations)加快实现10

龙目岛的新机场和万鸦老的一个新会议中心。

国通用签证，以便进

旅游业作为印尼第三大财政收入来源的

Photo by: Mandarin Oriental Hotel Jakarta

到2014年使游客人数翻番至100万。

议、奖励与活动理事会，旨在改善其

Indonesia)将航线扩展到北京，计划

950万 预计印尼在2014 年前接待外国游 客总数

一步巩固其在亚洲其他旅游市场的地位。

产业，将迎来800万外国游客，预计到2014

除此之外，印尼还利用它与中国的文

年这一数字将达到950万。然而由于全球金

化纽带。例如，印尼的一些旅游景点与历史

融危机致使欧美游客人数受限，印度尼西亚

上中国明代舰队统帅及外交家郑和下西洋有

因此转换战略方向，吸引来自韩国、印度、

关。６００年前，郑和抵达三宝柯，为了纪

俄罗斯和中国的游客。据官方预测，2011年

念他的到访，以“郑和庙”闻名的寺庙遍布

赴印尼的中国游客人数约为47万。印尼希望

印尼岛。

MICE NOW

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Photo by: Bernt Rostad

Tibet’s new “Swiss makeover” Demand is surging for Tibetan tourism programs

T

ibet, the ancient ethereal pilgrimage region, is gaining popularity as the latest tourism hotspot. The region at the roof of the world attracted over 2.81 million visitors from across the globe in the first six months of 2012, a 25.3% increase year on year, according to statistics released by the Tibetan Tourism Bureau.

Ground was broken for a US$4.7 billion culture and tourism park in Lhasa, the capital of Tibet. With a planned area of 800 hectares about 2 kilometers from downtown Lhasa, the park is designed to upgrade Tibet’s tourism credentials and become a landmark of its culture industry, Ma Xinming, deputy mayor of Lhasa, told Xinhua News Agency. The park will feature attractions themed around Princess Wencheng, a historical figure who married a Tibetan King during the Tang Dynasty, as well as an “Art City” showcasing Tibetan handicrafts and medicine.

Tibet received 230,000 tourists from January to March, with tourism revenues soaring 27.9% to US$36.6 million, due to a surge in the number of sightseers and religious travelers, according to Yu Yongui, secretary of the bureau’s Communist Party committee.

Meanwhile, local hotels and tourism bureau have been offering winter travel packages, including discounted tickets, and preferential hotel rates to stave off a traditionally slack season. Themed travel packages such as honeymoons on “the roof of the world” and Tibetan New Year-themed tours have caught on among novelty-seeking travelers.

This year, Tibet is expected to welcome 10 million tourists in total with tourism revenues topping US$1.8 billion, according to Yu.

中国的瑞士

西藏旅游项目需求猛增

中

国神秘的朝圣之地西藏正成为近来流行

的地标。整座公园以唐朝出嫁西藏王的历史人

致，他们纷纷选择驱车自驾前往喜马拉雅高原

的旅游热点。根据西藏旅游局发布的统

物文成公主为主题。与此同时，作为“艺术城

地区。

计数据，仅2012年上半年，西藏自治区就吸

市”，这里还将展示西藏的传统手工艺品和经

引了超过281万名来自全球各地的旅行者，同

典藏药。

比增长25.3%。

此外，当地酒店和旅游局还提供了各种冬 季旅游套餐以吸引更多旅行者在传统淡季前来

西藏自治区旅游局党委书记俞永贵表示，

观光，其中包括打折门票和优惠的酒店房价。

一座投资总额高达47亿美元的文化旅游

今年1至3月间西藏共吸引游客23万人次，随

而诸如“世界之脊”蜜月旅行、藏历新年主题

公园已在西藏自治区首府拉萨破土动工。拉萨

着观光客和宗教旅行者的蜂拥而至，当地的旅

游等主题旅游套餐也吸引了众多追求新奇的旅

市副市长马新明向新华社透露，这座距离拉萨

游业收入也猛增27.9%，达到3 660万美元。

行者。

市区约2公里的公园占地800公顷，旨在提升

俞永贵还表示，随着基础设施的改善，中

西藏的旅游品质，并使之成为当地文化产业

国内陆地区的私家车车主也燃起了自驾游的兴

8

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俞永贵表示，今年西藏预计将迎来游客 1 000万人次，旅游业收入将达到18亿美元。

News BRIEFS 新闻简报

Photo by: Tourism Australia

Mixing business with koalas Australian survey uncovers the keys to attracting Chinese business events

F

ueled by China’s robust business events market, Australia is well on its way to becoming an epicenter of the meetings, incentives trips, conferences and events industry.

To better understand the opportunity China’s growing demand for business events represents, Business Events Australia, together with the Association of Australian Convention Bureaux (AACB) enlisted TNS, a market research firm, to conduct a thorough analysis of the burgeoning Chinese market. Their research reveals that the key to drawing Chinese entrepreneurs to host business events in Australia, lies in the region’s ability to demonstrate higher utility with greater value for money, forge solid relationships with corporations, customize business experiences and market relentlessly Australia’s lavish natural endowments. The chair of the AACB marketing group, Annabel Sullivan, said that the research findings would be instrumental for companies when amending their strategies to cater to the Chinese market.

Business Events Australia is already in the process of modifying its 2020 China Strategy in light of these findings and hopes to share them with the wider industry in the upcoming months.

Penny Lion, the head of Business Events Australia, noted that “long distance destinations - Europe, USA and Australia- are becoming increasingly more popular for Chinese business event decision makers.” In order for Australia to fully exploit this trend and achieve its target of doubling expenditure from business events visitors by 2020.

Photo by: Tourism Australia

考拉商机 澳大利亚经过研究发现了吸引 中国商务活动的关键

在

中国强劲的商务活动市场

洲会议旅游局联会市场营销部门

推动下，澳大利亚正在向

主席安娜贝尔·苏利文(Annabel

成为会展、奖励游和会议中心的

Sullivan)说，这项研究成果对于

道路上快速迈进。

公司修正战略来迎合中国市场有

为更好地理解中国对赴澳

着指导性的意义。

商务活动飙升的需求所带来的商

与此同时，澳大利亚商务活

机意味着什么，澳大利亚商务活

动研究公司已经根据这些研究成

动研究公司(Business

Events

果开始着手修订2020中国战略，

Australia)与澳洲会议旅游局联

同时希望在未来几个月中在更广

会(AACB)一起携手市场研究公

泛的行业范围中分享这些成果。

司TNS一起，对新生的中国市

澳大利亚商务活动的负责

场进行了一次彻底的分析。研究

人佩妮·赖恩(Penny

发现，吸引中国企业家在澳大利

说，“远途目的地——欧洲、美

亚主办活动的关键，在于主办地

国和澳大利亚越来越受到中国商

能展示出其更高的性价比，与公

务活动决策者的欢迎。”她还强

司建立牢固的关系，定制商务体

调，为的是澳大利亚能充分利用

验，以及对于澳大利亚丰富的自

这一趋势，完成到2020年商务活

然禀赋加以大力营销的能力。澳

动游客消费翻番的目标。

Lion)评论

MICE NOW

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Photo by: Shreyans Bhansali

Chinese tourists face rising ticket prices Tickets for 78% of top-ranked scenery spots are priced at more than 60 yuan

C

hinese tourists associate sightseeing with large crowds, loud guides and aggressive solicitors, but now the state media have highlighted another inconvenience: the escalating cost of admission.

Tickets for entry into many Chinese tourist locations can cost more than a trip to the Louvre. An entry ticket to Jiuzhaigou park in Western China, for example, will set you back 220 yuan during the peak season. Should you choose to take the bus around the park, at a price of 90 yuan, the cost of your visit will total nearly $50. Similarly, the price of one ticket to see the historical town of Taierzhuang has more than tripled in just two years.

According to industry experts, local governments set high ticket prices because their funding relies heavily on public sight-seeing spots and as China’s tourism industry booms, more price hikes are The threshold of ticket prices likely to follow. The Global that nearly half of tourists Times reported that price indestinations in China exceed creases this year could range from 20% to 100%.

“In theory, scenic areas are public property, but this is a naive viewpoint,” Zhang Lingyun, vice-dean of the Tourism Institute of Beijing Union University, told People’s Daily. “In reality, the local government usually treats these natural resources as cash cows to revitalize the local economy.”

China’s state broadcaster surveyed the country’s topranked scenery spots and found that only 22% had ticket

prices less than 60 yuan ($9.50), and nearly half of tourist destinations had ticket prices in excess of 100 yuan ($15.90).

Meanwhile, the government has launched an online index of the number of people at major tourist sites, providing potential visitors with the opportunity to consult hourly updates before deciding whether to visit. The move comes after Chinese tourists expressed dissatisfaction towards large crowds at tourist hotspots.

RMB100

10 MICE NOW

Photo by: InterContinental Century City Chengdu

News BRIEFS 新闻简报

中国游客面临票价持续上涨压力 在国内首屈一指的旅游景点中，78%的票价高于 人民币60元

中

国游客总是将观光体验同拥挤的人群、大嗓门的导游以及卖力兜揽顾 客的小贩联系在一起。而目前，官方媒体又在抨击另一个不便之处，

RMB100 中国近半数旅游景点 的票价高于100元

那就是不断上涨的门票价格。 中国许多旅游景点的门票价格甚至比卢浮宫还贵。例如在旺季时，中国 西部九寨沟公园的门票价格就高达220元。假如你选择搭乘巴士游览公园的 话，车票价格为90元，整个行程的花费几近50美元。与之相似的是，历史名 镇台儿庄的门票价格也在过去两年内翻了三倍有余。 据业内专家表示，地方政府之所以设定昂贵的门票价格是因为他们的资 金来源高度依赖这些公共观光景点。而随着中国旅游业的繁荣发展，价格可 能还会水涨船高。《环球时报》的文章称今年的价格涨幅将在20%到100% 之间。 北京联合大学旅游学院副院长张凌云对《人民日报》说：“从理论上 讲，景区是公共财产，但这是一种幼稚的看法。在现实中，地方政府常常将 这些自然资源当作振兴地方经济的财源。” 跟据官方媒体对国内著名景点的调查发现，只有22%的景点门票价格 在60元人民币（9.50美元）以下，而接近半数景点的门票价格超过100元 （15.90美元）。 与此同时，政府已经在网上推出一个反映各主要景点游客数量的指数。 其每小时更新一次的信息可以供潜在的游客参考以决定是否继续前往游览。 在这一举措推出之前，中国游客曾表达过对于热门景点人山人海的不满。

Photo by: InterContinental Century City Chengdu

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Struck by wanderlust China is set to overtake Germany and the United States as the world’s largest outbound tourism market

W

78.4 million

Estimated number of outbound tourists in 2012

30%

Contribution of China’s outbound tourism to the growth of the global tourism market

12 MICE NOW

ith relaxed visa procedures and the appreciating Yuan, more of China’s middle class are exerting their newly-found spending power overseas.

According to a report commissioned by the National Tourism Administration, the number of outbound Chinese tourists in 2011 jumped by 22% to 70.25 million from the previous year, China Daily reported. Matt Thompson, project director for the China Outbound Travel and Tourism Market, predicts that in 2012, around 78 million Chinese travelers will choose overseas destinations. According to a New York Times article, the Chinese government expects 100 million people to travel abroad by 2015 to become the world’s biggest outbound tourism market, surpassing the U.S. and Japan.

While 90% of China’s outbound tourists prefer destinations within Asia in 2011, regions like the U.S., Europe and Africa appear to be increasingly appealing as popular tourist destinations for Chinese travelers.

The National Tourism Administra-

tion also pointed out that the existing shopping scene in a particular destination is a spearheading factor in catering to the Chinese tourist.

European outlet retailer McArthurGlen reported a 116% surge in sales to Chinese shoppers in first quarter this year, making China its second biggest sales contributor behind Russian. In addition, the provision of leisure amenities plays a crucial role for Chinese citizens in determining a tourist destination. For instance, of the 37.6% Chinese travelers who sought leisure as a priority for their travels in 2011, the majority chose to visit island destinations.

There is enormous money to be made in catering to the billion pairs of itchy feet in China. Thompson, from the China Outbound Travel and Tourism Market, predicted that the consumption generated from outbound tourism will hit an unprecedented US$80 billion in 2012. With the Chinese outbound tourism market showing no signs of slowing down, this value is only going to increase further.

News BRIEFS 新闻简报

旅行控的冲击 中国将超越德美成为世界最大的出境游市场

随

着签证手续放松和人民币升值，更多中国中产阶级正在海外发挥 他们刚刚建立起来的消费能力。

《中国日报》报道，根据一份受国家旅游局委托的报告，2011

年，中国出境游客较前一年跃升22%至7025万。中国境外游与旅游营销 (China Outbound Travel and Tourism Market)项目经理麦特·汤普 森(Matt

Thompson)预计，2012年，约7800万中国游客将选择海外目

的地。《纽约时报》的一篇文章称，中国政府预期到2015年，国内出境 游人数将达1亿，由此超越美国和日本，成为世界最大的出境旅游市场。 虽然2011年90%的中国出境游客更喜欢亚洲目的地，但诸如美国、 欧洲和非洲等地对中国游客的吸引力似乎在与日俱增，成为热门之选。 国家旅游局同时指出，现在某些热门旅游目的地的购物场景是满足 中国游客需求的一个先导因素。欧洲工厂直销零售商McArthurGlen的报 告显示，今年首季度中国顾客的销售量飙升了116%，使之成为仅次于俄 联邦的最大的零售贡献者。此外，对于中国游客而言，有无休闲设施在决 定旅游目的地的过程中具有决定作用。例如，在2011年，37.6%的中国 游客将休闲作为旅游的首要事项，多数选择海岛游。 在十几亿个旅游爱好者的背后存在着巨大的盈利空间。中国境外游 与旅游营销的汤普森预计，来自出境游的消费将突破前所未有的800亿美 Marina Bay Sands Singapore 新加坡滨海湾金沙酒店

元。由于中国出境游市场没有任何减速的迹象，其市场价值仅处于进一步 增长的开始。

MICE NOW

13

High-profile in global travel The resilience of the Chinese economy and domestic travel market should continue to propel MICE business, says Welf J Ebeling, Asian Regional Director of Global Business Travel Association

C

hinese consumers have recently garnered the label as world’s most sought-after travelers, thanks to their increasingly frequent outbound travels and penchant for splurging at luxury stores. For corporate globe-trotters, China has also become a must-go destination. In May, the US-based Global Business Travel Association (GBTA) unveiled the findings of “Business Travel Outlook: China”, its inaugural report tracking the paths and trends of China’s explosive business travel market.

Welf J Ebeling, Asian Regional Director of GBTA discussed with MICE Now on what drives China’s rising status in global business travel, the corresponding trends in the hospitality industry, and why the growth prospect largely depends on domestic demand.

Q: What surprised you most about the findings?

A: Despite a projected slowdown in China’s GDP from 9.2 percent to 8.2 percent for 2012, business travel spending is expected to grow by nearly 17 percent this year. Based on our current findings this trend will continue and accelerate in 2013, expanding by just over 21 percent.

Q: How big has China's business travel segment become?

A: China’s increase in business travel expenditure has been nothing short of phenomenal. From US$26 billion in 2000, China’s business travel expenditure has grown a whopping 16.5 percent per annum to US$182 billion in 2011 and is ex-

14 MICE NOW

key drivers behind spending by Chinese business travelers?

A: China’s domestic business travel spending showed strong correlations with growth in retail sales, employment,

Welf J Ebeling, Asian Regional Director of Global Business Travel Association

pected to grow to US$202 billion by the end of this year.

Q: What’s significant about these figures?

A: The significant point in all of this is that the growth was primarily in domestic travel which grew strongly until 2011. It will now moderate (by Chinese standards) slightly in 2012 reaching a projected US$233 billion by 2013. International Outbound (IOB) which had slowed considerably in 2011 will gather momentum and hit US$11.9 billion in 2013, a 27 percent increase over 2012.

Q: China will become world’s biggest spender on business travel by 2015, as your report shows. What are the

construction activity, profit margins of Chinese companies, exports, and GDP. Interestingly, exports tested strongly against domestic travel spending. This reflects the still-dominant influence of global trade on overall Chinese economic performance.

China’s outbound spending tested strongly with market indicators such as exports, foreign direct investment and employment, the GDP of key trading partners (particularly U.S. and the Eurozone), oil prices and airline capacity. Outbound travel is driven by China’s trade performance, but job growth and supply indicators also proved to be critical. Capital flows, notably FDI, also showed a strong correlation, particularly in the earlier half of the last decade.

Q: How does hospitality markets in China's top-tier cities compare to those of lower-tier cities?

A: When international and Asian-based hotel chains moved into China, they first concentrated on establishing their brands in the top-tier cities, but secondand third-tier markets remain constraint in terms of room supply. With private hotel investment booming though, this is changing. Marriott, for example, recently signed a deal for its 100th hotel in China and plans to open one new hotel per month for the next three years. Similar expansion is happening with Starwood’s

view point 高层视野

Marina Bay Sands Singapore 新加坡滨海湾金沙酒店 （By Timothy Hursley）

and IHG’s Chinese portfolios. Other Asian-based brands such as Shangri-La and Langham are also breaking ground in secondary and tertiary markets.

By the end of 2011, there were a total of about 1,400 new hotels in the pipeline. This is very encouraging, but will not completely erase the supply constraint and average daily room rates are expected to rise by 4 – 6 percent in 2012 and 2013.

Q: Do you expect China's existing transport infrastructure capacity able to accommodate the growing travel demands?

A: Inadequate domestic infrastructure has created bottle necks. But China has rapidly addressed the travel infrastructure challenge with a combination of public and private investments, particularly in the latter half of the decade. Many of China’s second- and third-tier airports have also doubled or tripled capacity since 2000.

However, with airline capacity still behind demand growth and oil prices elevated, air fares are also likely to grow faster than the general Chinese rate of inflation for 2012 and 2013, somewhere in the 6-10 percent range.

Q: How is the Eurozone crisis affecting business travel demand

from China?

A: The keys to our IOB outlook for 20122013 lie primarily with Europe. A more severe European debt crisis scenario could shave as much as one-third off of China’s GDP growth by 2013. This is a big reason that China has been so willing to step in and help Europe. Chinese authorities continue to monitor this situation very carefully. The keys to our outlook for 2012-2013 in China lie with Europe and domestic demand. With the continuing uncertainty surrounding European sovereign and banking debt, Chinese exports are particularly vulnerable.

Q: What do the finding mean for MICE-focused hotels?

A: The resilience of the Chinese economy and the domestic travel market should be the key drivers for a continued strong MICE business. Improvement in infrastructure will also increase domestic business to hotels in locations other than the primary destinations. Based on the forecasted growth of IOB travel we can expect an increase of MICE business particularly to its neighboring countries.

Q: Any tips for first-time business travelers to China?

A: Be patient. Accept that China has its own business culture that does not conform to Western standards.

Business Outbound Travel China findings at a glance • Business travel spending in China is forecast to increase by 17 percent in 2012 and 21 percent in 2013, to US$202billion and US$245billion respectively • Growth in international outbound spending is expected to rise by 27 percent in 2013 • Over the past ten years, China’s four largest airport s have doubled in size, whereas plans are in place for approximately 100 new airports in the next ten years • Business travel has evolved into a key contributor and benefactor of China’s economic growth showing strong correlations with economic indicators • China is forecast to surpass the U.S. by as early as 2015 as world’s largest business travel market

MICE NOW

15

高规格全球旅行 中国经济与国内旅游市场的反弹将推动MICE业不断走强，全球商务旅 行协会亚洲区主管维尔福·J·艾柏林(Welf J Ebeling)说

由

于越来越频繁的出境游，以及在

目。从2000年的260亿美元，中国商务

是美国和欧元区）的国内生产总值(GDP)

奢侈品商店一掷千金的嗜好, 中国

游支出以每年16.5%的比例大幅提升，

、石油价格和航空运能等市场指标的严峻

消费者近来博得了全球最受欢迎游客的称

至2011年已达到1820亿美元，预计到今

考验。出境游显然受到中国贸易表现的推

号。对于那些满世界跑的公司客而言，这

年底将增至2020亿美元。

动，而就业增长和供应指数被证明也很

个趋势更为明显。今年5月，美国全球商

重要。资本流动，特别是海外直接投资

务旅行会(GBTA)公布了前所未有的研究

问： 这些令人惊叹的数据背后有什么重

(FDI)，同样显示出强大的统计相关性，

发现，题为《中国商务游展望》(“Busi-

大意义？

尤其是在过去10年的前5年中。

ness Travel Outlook: China”)，追踪

答：在所有数据中最重要的一点在

了中国目前呈现爆炸式增长的商务游市场

于，2011年之前，增长主要出现在强劲

问： 中国一线城市与二三线城市酒店市

的轨迹。

增长的国内游市场。在2012年，该数据

场的增长有何差别？

全球商务旅行协会亚洲区主管维

将略微趋缓（以中国的标准），到2013

答：当国际和亚洲酒店连锁进入中国时，

尔福·J·艾柏林((Welf J Ebeling))与

年估计将达到2330亿美元。2011年明显

它们首先专注于在一线城市建立品牌地

《MICE Now》就中国在全球商务游市场

减速的国际出境游(IOB)将在2013年重拾

位，而二三线市场的客房供应仍然紧张。

地位的提升、酒店行业的相应趋势，以及

动力，支出达到119亿美元，较2012年

随着私人酒店投资的繁荣，情况正在发生

为何增长前景很大程度上依赖国内需求等

增长27%。

改变。

问： 根据你们的报告显示，到2015年，

在中国签署了第100家酒店协议，并计划

问：哪些研究成果最出乎您的预料？

中国将成为世界上最大的商务游消费国。

在未来3年内，每月开设一家新酒店。喜

答：尽管2012年中国国内生产总值增长

是什么关键力量在支撑中国商务游支出？

达屋(Starwood)和洲际酒店集团(IHG)

预期从9.2%放缓至8.2%，今年的商务游

答：中国国内的商务游支出与零售业增

的中国产业组合也有类似的扩张。其它

支出预计将增长17%。根据我们目前的研

长、就业率、建设业、中国公司利润空

总部设在亚洲的品牌，如香格里拉酒店

究成果，这一趋势将在2013年持续并加

间、出口和国内生产总值有着密切的相关

(Shangri-La)和朗廷酒店(Langham)在

速，商务游支出增长将超过21%。

性。有趣的是，出口数据对国内旅行支出

二三线城市也有所突破。

话题进行了对话。

问：中国商务游细分市场的扩张程度将会 有多大？ 答：中国商务游支出的增长一直引人瞩

16 MICE NOW

例如，万豪国际酒店(Marriott)最近

构成巨大的挑战。这体现了全球贸易对于

到2011年底，共有大约1,400家酒

中国的总体经济表现仍有决定性的影响。

店在建。这非常鼓舞人心，但仍无法完全

中国的境外游消费受到出口、海外

消除供应紧张。预计在2012年与2013年

直接投资、就业、主要贸易伙伴（尤其

之间，日均房价有望上升4%到6%。

view point 高层视野

China’s outbound tourism spending dazzles the world 中国境外游客高消费能力令世界瞩目

问： 以您的预计，中国的交通运输能力能否适

救助的原因。中国政府继续密切地关注事态发

应飙升的旅行需求？

展。我们对中国2012与2013年展望的重点是

答：国内基础设施不足造成了发展瓶颈。但中

欧洲与国内需求。鉴于欧洲主权与银行债务持

国通过公共与私人投资，迅速解决了旅游基

续的不确定性，中国的出口行业尤其容易受到

础设施的困难，特别是在过去10年的后5年之

影响。

间。自2000年以来，很多中国二三线城市机场 的运能已经扩大了两三倍。然而，由于航空运

问： 研究成果对于以会展旅游为主的酒店有

能仍滞后于需求增长，以及油价提升，在2012

何意义？

和2013年，机票价格上涨速度仍有可能超过中

答：中国经济和国内旅行市场的反弹将推动会

国的总体通胀率，大约维持在6%到10%的范

展奖励旅游业继续走强。基础设施的改善也将

围之内。

促进非主流目的地酒店国内业务的增长。在国 际出境游增长预测的基础上，我们可以期待会

问： 欧元区危机将如何影响中国商务游需求？

展奖励旅游业的发展，尤其是在周边国家。

答：我们2012—2013《国际境外游展望》的 重点主要在欧洲。而一场更为严峻的欧债危机

问：您对初到中国的外国商务旅客有何建议？

可能在2013年令中国的GPD增长缩水约三分

答：要有耐心。中国有着不同于西方标准的、

之一。这就是中国如此心甘情愿地介入对欧洲

自身的商务文化，要接受这一点。

2011年商务游总支出排名前十国家

中国商务出境游研究 成果一瞥

• 预计中国商务游支出将在2012 年增长17%，在2013年增长 21%，分别达到2020亿美元和 2450亿美元

• 预计国际出境游支出增长尤其强 劲，2013年将增长27%

• 在过去10年中，中国四大机 场规模扩大一倍，目前已有约 100座新机场计划在今后10年 中兴建

国家

$美元（十亿）

1

美国

$250

2

中国

$182

3

日本

$65

4

德国

$50

5

英国

$40

6

法国

$34

7

意大利

$33

8

韩国

$30

9

巴西

$28

但预计最早到2015年有望超

10

加拿大

$22

过美国

• 商务游已演变成中国经济增 长的重要贡献者和受益者，与 GDP、零售业销售、就业增 长、出口、利润和销售等经济指 标显示出极强的相关性

• 根据GBTA的数据，中国目前 在全球商务游市场排名第二，

来源：全球商务旅行协会 MICE NOW

17

Of Chinese spirit

Hoteliers around the world are stepping up efforts to capture the hearts and minds of Chinese guests, and upscale hotel brands in China are redefining themselves 18 MICE NOW

COVER STORY 封面故事

C

alling the lobby concierges by their English names etched on silver platters might be a fading trend in China.

Instead, aspiring high-end hoteliers increasingly pride their brands on mastering the art of localized story-telling: dishing out dim sum for breakfast, introducing noodle bars and tea houses, and beefing up their Chinese-speaking staff. Bringing back the renaissance of an oriental identity is in vogue.

To stand out from the swath of wellestablished Western hospitality groups that dot their “China-centric” brands across the country, boutique hotels in China are carving out their own niche.

China’s state-owned firms and domestic hospitality upstarts are also betting big on the high-end hotel market.

Propelling this industrial buzz is the country’s bulging wealthy class seeking luxury for a sense of connoisseurship and self-reward. As KPMG’s 2011 report on luxury experiences in China reveals, consumption appetite for overseas travel and expenditures on health and beauty treatments are rising, and they are expected to continue to rise in the years ahead.

“Brands rooted in Chinese elements are gaining international recognition but are also sought after by Chinese customers,” says Sandy Chen, research director with TNS in the report. “There is a rising sense of national pride and cultural renaissance.”

Combining luxury with art Prestigious members of the luxury hospitality brands such as Peninsula count locale as one of their biggest assets, said the Peninsula Shanghai General Manager Joseph Chong. “Our culture here The Opposite House 北京瑜舍

is being nostalgic. We are simplistic, elegant, and ensure that we infuse the heritage of the locality where we are.”

While their Shanghai property exudes a flavor of art-deco, their Tokyo hotel expresses a minimalist touch with their Beijing property accentuating an oriental impression. “That’s how we build our brand in respect to the local culture,” said Chong.

A slew of recently launched boutique brands in China have ushered in the concept of theme-based hotels, many of which are converted from old buildings rich in historical heritage.

As China’s first deluxe City Heritage Boutique Hotel, Mansion Hotel recreates the decadence of old Shanghai.

A French architect transformed the 80-year old property from the former club house of Shanghai gangster Du Yue-Sheng into a 30-room hotel and museum.

In Beijing, the Schoolhouse at Mutianyu Great Wall falls on the opposite end of the spectrum of luxury lodging.

Expats and companies hungry for a rural residential experience, prompted Californian Jim Spear to refurbish deserted school buildings in the countryside of Beijing. The Schoolhouse complex includes three restaurants, a glass-blowing workshop, conference rooms and 16-room residential spaces.

Activities and decorations bear the distinct hallmark of Chinese culture.

Besides transforming existing old properties into eye-catching architecture, many hotels demonstrate a highlevel of commitment to supporting local artists.

Beijing-based luxury hotel the Opposite House, owned by Swire Hotels Group, is a meticulously designed property that mixes simplistic Western eleMICE NOW

19

E ALUX at HU 店品茶 f tea o 酒 邑 te 华 A tas

“The core idea for hotel brands to go local is to capture the hospitality essence intrinsic to the Chinese culture“ Tim Gao, Vice Chairman of China Hotel Association

ments with contemporary Chinese artis-

According to Jing Daily, “a growing

tic tastes. “The hotel has a contemporary

number of Chinese business travel-

interpretation of traditional Chinese

ers opt for experiential high-end hotel

design features,” said Anthony Ross,

stays, centered around eco-friendly

General Manager of the Opposite House

getaways, intensive spa treatments and

located in Beijing’s hip Sanlitun Village.

even art tours.”

Every three months the hotel hosts

Nearly 50% of Peninsula Shanghai’s

a rotating show featuring Chinese con-

clients are ethnic Chinese, all of whom

temporary artists, and all of the art-

are aspiring luxury consumers, according

work displayed in the hotel is created

to Chong. To spread the ethos of luxury,

by ethnic Chinese artists. The prop-

the hotel launched the Peninsula Life-

erty’s clientele includes entrepreneurs,

style Academy where they teach people

architects, and people from the fash-

about dressing and styling.

ion and creative industries. Securing a

“For us, we want them to appreci-

strong international market from the

ate it,” said Chong, “defining luxury is a

US and UK, the Opposite House has

past thing. We are a company that cre-

also witnessed its Chinese customers

ates the benchmark of luxury.”

jump from 4% when it first opened to 16% after four years. “More and more

Mass appeal

younger [generations of] Chinese are

While upscale boutique hotels have

studying overseas and working in an

gained a foothold in this niche market,

international environment,” said Ross,

international hoteliers are following

“and we think there is a market for it.”

suit, wooing middle class Chinese with

Luxury hospitality branding extends far beyond tangible assets. In-

20 MICE NOW

brands and programs designed to make them comfortable while on the road.

creasingly it demands a holistic aura

France’s Accor unveiled its fully tai-

that gives off a luxurious perception.

lored Grand Mercure brand in Febru-

COVER STORY 封面故事 “serve with courtesy” in Mandarin,

resort brands have the potential to es-

Marriott’s “Li Yu” program not only of-

tablish a luxurious image and take off

fers Chinese-style menus, Chinese TV

only after other luxury products like

channels and Chinese-speaking staff

alcohol, fine art and jewellery.

members, but also assigns rooms with

But Tim Gao, Vice Chairman of

numbers “6” and “8”, which are consid-

China Hotel Association, said that do-

ered auspicious in Chinese culture. The

mestic hotel brands are in a favorable

program will roll out in Marriott’s vari-

position to win.

ous hotel brands in Asia next year, as

As the number of inbound travel-

well as in select international hotels in

ers to China dropped dramatically af-

key gateway cities.

ter 2008, domestic travelers will be the

As more than a million Chinese traveled to the US in 2011, many US hotels based in cities with great tourism attractions are vying for a bigger share of the pie. Marriott digs deep into the rich Chinese culinary system, and even offers different styles of food depending Aman at Summer Palace 北京颐和安缦酒店

on which specific region the Chinese travelers come from. According to an AP report, guests from eastern China

ary 2012, targeting the upper market in China’s domestic tourism sector. Regarded as “one of Accor’s future growth engines” in the Asia Pacific region, the China-centric branding approach is a key step for Accor to modernize its brand portfolio. “Our clients are now expecting brands capable of under-

are treated with salted duck eggs and pickles, whereas southern Chinese can expect to see home-style delicacies such as dim sum on the menu.

“I think Chinese consumers have passed the stage of wanting large and luxury hotels, the market has become more mature in terms of picking travel accommodation,” said Gilbert Men-

standing the diversity and the com-

etret, General Manager at Grand Mer-

plexity of their identity,” said Grégoire

cure Shanghai Hongqiao, “They want

Champetier, Chief Marketing Office at

hotels that can offer them more per-

the launch event.

sonalized services that make them feel

largest client base for hotels, which, to some extent, erodes the existing advantages of Western brands.

Citing figures published by Horwath HTL, Gao said that since 2009, Chinese hotels have caught up with international hotels on GOP (Gross Operating Profits per Available Room).

Both old industry mavens and new entrants in China are taking bold strides into the high-end luxury hotel market.

China’s first upscale hotel and resort brand, Ahn Luh sparked a frenzy among investors when it first launched in March. General Hotel Management joined hands with Beijing Tourism Group, along with Great Ocean Group to invest in the brand’s first property in Sichuan’s Dujiangyan, near the UNESCO World Heritage site.

Jin Jiang Hotel, the largest hotel group in China with over 100 three- to five-star hotels, is poised to compete

Also betting on the bullish growth

like they are not in a cold concrete hotel

of China’s avid travelers, InterConti-

room, but in a home away from home.”

head-to-head with global hotel brands to

its tailor-made “HUALUXE” brand for

Defending the home turf

The company will launch the 121-story

China, which is set to spread across the

Chinese hotel groups, despite their

Shanghai Tower J in 2014, which, ac-

country’s multi-tier cities and resort

gargantuan size, always lag behind in

cording to co-developer Thayer, will

destinations. The 4-star hotels are in-

terms of creating an internationally

make it China’s first luxury brand look-

tended to cater to leaders in business

recognized brand. Yet, industry experts

ing to spread across China’s top 10 cities.

and government who are stress-laden

note that China’s domestic brands pos-

“The core idea for hotel brands to

and need a hotel to feel comfortable,

sess advantages that could enable them

go local is to capture the hospitality es-

but which also reflect their social status.

to catch up to or even outperform their

sence intrinsic to the Chinese culture,”

Western counterparts in the long run.

said Gao from China Hotel Associa-

nental Hotel Group made a splash with

US-based Marriott International

retain upscale Chinese travel customers.

also unveiled a suite of customized

According to the KPMG luxury

tion, “In this regard, I believe that Chi-

amenities and services targeting the

report, over one-third of Chinese con-

nese brands are more mature and will

Chinese outbound traveler. Meaning

sumers believe that domestic hotel and

perform better.”

MICE NOW

21

中国精神 世界各地的酒店业者正努力把握中国游客的心愿和理 念，并重新定义中国高级酒店品牌的标准

The Peninsula Shanghai 上海半岛酒店

在

国内越来越多的酒店中，根

酒店散发出装饰艺术建筑风格，东京半岛体现

家轮展，酒店内展示的所有作品都出自华裔艺

据大堂接待银色铭牌上的英

极简主义风貌，北京半岛则强调东方印象。张

术家之手。酒店的常客包括企业家、建筑师，

文名字招呼他们或许将成为

荣耀说：“这就是我们尊重当地文化、打造我

以及时装界和创意产业人士。在确保英美度假

逐渐消逝的历史。相反，有

们品牌的方式。”

市场强劲需求的同时，瑜舍见证了其中国客

抱负的高端酒店经营者越来越通过掌握当地讲

众多新近进入中国的精品酒店品牌引入

人份额从开业之初的4%到四年之后16%的飞

故事的艺术，提升自己的品牌形象：早餐免费

了主题酒店的理念，许多酒店都是由充满历史

跃。罗斯说：“越来越多的年轻［一代］中国

送点心，引入面条吧和茶室，增加讲中文的职

遗产意味的老建筑改建而成。

人负笈海外，在国际化环境中工作，我们认为

员数。重塑东方风格的酒店正趋于时尚。 要想从众多国际品牌中脱颖而出，地位

作为中国首家城市历史文化遗产古典精

商机就在这里。”

品酒店，上海首席公馆酒店重现了老上海颓废

奢侈酒店的品牌策略已远远超出有形资

稳固的西方各大酒店集团将其“以中国为中

岁月的精华。法国建筑师将这幢80年历史的

产范畴，越来越强调整体氛围，以散发出奢侈

心”的品牌布局全国，而精品酒店则坚持开拓

老房子从上海滩大亨杜月笙的俱乐部变身为一

感。据精日传媒报道：“更多的中国商务游客

小众市场。中国的国有企业和国内酒店新贵也

家拥有30个房间的酒店兼博物馆。

选择体验型高端酒店，以环保型度假、深度水

为了在高端酒店市场中获利而一掷千金。 不断扩大的富裕阶层为了赏鉴和自我酬

在北京，慕田峪长城附近的学校成了另

疗spa乃至艺术旅游为中心。”

一类奢侈旅馆。海归们和各公司都渴望农村居

张荣耀称，上海半岛酒店约50%的客户

劳而追求奢华，这是推动此次行业发展高潮

住的体验，这促使美国加利福尼亚人吉姆·斯

是中国人，都是追求奢侈品的消费者。在传播

的动力。毕马威关于2011年度中国奢侈体验

皮尔（Jim

奢侈风尚的同时，酒店还设立了半岛生活方式

的报告显示，海外旅游消费需求、保健和美容

弃校舍。校舍建筑群包括三家饭店、吹玻璃车

方面的生活方式开支在未来几年将持续上升。

间、会议厅和16间客房。这里的活动和装饰

TNS研究总监陈湛(Sandy

Chen)在报

Spear）重新装修北京郊区的废

都带有中国元素的显著特点。

告中提到：“根植于中国元素的品牌正在赢得

除了把现有的老房子改造成具有视觉冲

国际认可，但同时也得到了中国消费者的追

击力的建筑之外，很多酒店还表现出对当地艺

捧。民族自豪感和文化复兴意识正在上升。”

术家的高度支持。

学堂，向人们传授穿着和时尚。 张荣耀说：“对我们而言，我们希望他 们能够欣赏奢侈。定义奢侈的年代已经过去， 我们是一家创造奢侈标杆的公司。”

吸引大众

北京奢侈酒店瑜舍隶属于太古集团，其

高阶精品酒店在小众市场站稳脚跟的同时，国

融汇艺术与奢侈

设计匠心独具，熔西方简洁要素与当代中国

际性酒店运营者随之跟进，通过专门设计使人

上海半岛酒店总经理张荣耀（Joseph

艺术品味于一炉。安东尼·罗斯（Anthony

享受舒适旅途的品牌和项目，吸引中产阶层的

Chong）认为，半岛等著名奢侈酒店品牌将

Ross）说：“瑜舍是对传统中国设计特色的

中国人。

所在地视之为最大的资产之一。“在上海我们

当代诠释。”罗斯现任这家位于北京时尚地区

的文化是怀旧。我们力求简单、优雅，确保将

三里屯的酒店总经理。

我们所在地的历史遗产灌注其中。”上海半岛

22 MICE NOW

每个季度，瑜舍都会举办中国当代艺术

法国雅高集团于2012年2月公开了全定 制的美爵品牌，定位于中国国内高端旅游市 场。以中国为中心的品牌策略被视为雅高在亚

COVER STORY 封面故事

某种程度上消解了西方酒店品牌已有的优势。

太地区“未来增长的引擎之一”，是雅高将

客的家乡提供不同的菜系。一份美联社报告

其品牌组合现代化的关键步骤。在揭幕仪式

称，来自中国东部的客人甚至可以享用咸鸭蛋

上，雅高全球首席市场官尚普杰（Grégoire

和酱菜，而南方客在菜单上也可以找到家乡的

（Horwath

Champetier）说：“我们的客户现在需要有

点心等美味。

2 009年以来，中国酒店在每可用客房经营毛

能力诠释其多元、复杂身份的品牌。”

“我认为中国的消费者已过了一味追逐

高天明引用了浩华管理顾问集团 HTL）发布的数据，认为自

利润这一指标上已赶上了国际品牌酒店。 无论是行家里手还是业界新兵，都在中

洲际酒店集团也在中国充满渴求的游客

奢华酒店的阶段，市场对于旅游酒店的选择

迅猛增长上面押下赌注，为中国消费者量身订

也趋于成熟，”上海虹桥美爵大酒店的总经理

制的华邑品牌引起了轰动，该品牌将遍布中国

Gilbert Menetret表示，“他们需要酒店能够

锦江饭店是中国最大的酒店集团，旗下

的各级城市和旅游胜地。这些四星级酒店将满

提供个性化的服务，让他们感觉好像在家里一

三星至五星级酒店超过100家，现已准备好与

足重任在肩的商界和政界领袖的需求，他们需

般，而非在冷冰冰的酒店客房。”

全球性酒店品牌短兵相接，以留住高端的中国

国高端奢侈酒店市场大步前行。

游客。2014年，锦江将进驻121层的上海中

要既轻松舒适、又能反映其社会地位的酒店。

保卫本土市场

心大厦。据合作开发商Thayer公司透露，上

系列针对中国海外旅游者而订制的设施和

中国本土的酒店集团，尽管规模庞大，在创建

海中心将成为中国首个遍布全国前十位城市的

服务。“礼遇”计划的中文含义是“礼貌服

国际知名品牌方面总是落于人后。但业内专家

奢侈酒店品牌。

务”，万豪不仅提供中国风的菜单、中文电

指出，长期看来，中国的国内品牌具有赶上乃

视频道和讲中文的服务生，还提供包含“6”

至超越西方竞争者的优势。

总部位于美国的万豪国际也推出了一

作为中国第一个高端酒店度假品牌，安 麓在今年3月首次发布时就引发了投资狂潮。

和“8”的客房号，6和8在中国文化中都是吉

根据毕马威的奢侈体验报告，超过三分

吉合睦酒店管理有限公司与北京首旅集团、泰

利的数字。该计划明年将在万豪集团亚洲区

之一的中国消费者相信国内酒店和度假品牌有

鸿集团携手投资建设了该品牌位于四川都江堰

各品牌酒店中全面展开，也包括部分精心选择

潜力树立奢侈形象并大行其道，这一比例仅次

的首家酒店，与联合国教科文组织公布的世界

的、位于重要度假城市的国际酒店。

于酒类、艺术/工艺品和珠宝。

遗产所在地近在咫尺。

随着2011年百余万中国人前往美国旅

中国饭店协会副会长高天明（Tim

中国饭店协会的高天明说：“酒店品牌追

行，众多位于旅游胜地的美国酒店竞相争夺较

Gao）指出，国内酒店品牌正面临着前所未

求本地化的核心理念，就是把握好中国文化所

大的市场份额。万豪酒店从博大精深的中国烹

有的大好形势。随着2008年后外国游客数陡

固有的好客精神。在这方面，我相信中国品牌

饪艺术体系中深入挖潜，甚至可以根据中国游

降，国内游客将成为酒店的最主要客源，这在

更为成熟，表现也会更好。”

MICE NOW

23

Harbor view at The Upper House 奕居的海港夜景

Creating brand success for hotels Conversation with James Stuart, Managing Partner of The Brand Company on what constitutes brand perception of hotels, the competitive landscape of hospitality in China, and why experience should matter less when hiring hotel staff

James Stuart, Managing Partner of The Brand Company

24 MICE NOW

Q: In your opinion, what forms the perception

Q: How do you measure the value of a brand?

of a hotel brand?

A: Since people are the most important asset,

A: Our definition of a brand is perception. It is

one of the metrics of measuring a particular

what someone feels about you rather than what

brand value is staff retention and staff satisfac-

you tell them it is. For example, when it comes

tion. But the ultimate measure of the brand’s

to beers, the packaging plays a very large role in

success is the premium it commands over the

how I feel about it. But when it comes to service

competition. Hotels are always excited about

companies, brands are essentially established

creating the newest, coolest, trendiest design.

by the reality of the experience, rather than the

But in the end anything physical can be copied.

way you package it. However beautifully you

Then what’s the only element in your experi-

design your logo or packaging or advertising,

ence that can’t be copied? It’s your organiza-

if the reality doesn’t match, you’ve got disap-

tional culture, and the way it manifest itself

pointed customers and a feeling of frustration.

through your people to the customers. It is

If you don’t establish an organizational culture

impossible to copy a culture, because it is com-

around the kind of character you want your

prised of unique relationships, history and tradi-

brand to exude, then you will never deliver that

tion. If you build your brand on that, as a service

kind of experience authentically or consistently.

company it makes you distinct.

COVER STORY 封面故事 Q: Many Western hotel groups are trying to establish China-centric brands.

What’s your take on this trend?

A: The hospitality industry is just beginning in China. You can see some groups that have developed some Chinese brands, but I really wonder whether a global hospitality group that has a distinct culture can ever authentically create a brand which says it is Chinese but belongs to a foreign company.

That seems to me a challenge.

“The ultimate measure of the brand’s success over the competition is the premium it commands over the competition”

thing is that people are all on the same page, meaning they all have the same kind of idea about the company we want to create. It’s particularly true for the hotel industry because it’s so centered on people.

Q: Should hotels tweak their branding strategies based for different locations?

A: In the end, it all boils down to the customers. If there are different customer types between different cities and those types are distinct enough, then you need

Q: What about China’s domestic hotels?

A: There is a big attitude of difference between the new players in Chinese hospitality and their competitors from overseas.

We work with a lot of Chinese companies which are not hotel groups but want to get into hospitality. What I find interesting is that they enter the hospitality market and recognize that they need to learn. They are not constrained by a century-old hospitality model that many of their large global competitors have. We are totally going to see the emergence of Chinese hospitality brands on a global scale in the next 20-40

China. The big market is obviously the domestic one.

Q: Is hiring and retaining staff a big challenge in China?

A: I’m so sick of hearing people in the hospitality industry say there is a talent shortage. You don’t need [people with] high technical skills, you need [people with] high emotional skills to interact and engage with customers. When someone says there is a talent shortage, it’s nonsense.

Whatever kind of brand you try to build;

different brands. Where some brands err is that they create very different kinds of hotels but use the same brand name, and that confuses customers. Too many hotels groups try to stretch a brand across different kinds of properties. They are trying to put dots on the map, they are trying to build brand recognition, but at the cost of undermining perceived quality of the brand. There should be different brands, not necessarily [because they are in] different cities, but because you’re probably serving different customers.

years. The paradigm is shifting not because

there are people like that in China to be

Q: Any insights on how to attract more

of the global groups, but because of the

hired. For example, at the Opposite House

Chinese business travelers for hotels?

new entrants who are coming in with quite

in Beijing, 60% of the people hired have

A: What’s really important is to remember

a lot of money and land.

never worked in a hotel before, but their

that business people are people, and not

staff turnover rate is lower than any of the

some kind of statistics. Most of the busi-

Q: How could young Chinese

luxury hotel brands. So you don’t need all

ness hotels are so serious. They just need

hospitality brands achieve success, in

the so-called hospitality training.

to lighten up a bit. People want to have fun, especially in China. Consider that 80%

your opinion?

A: They need to establish a way of life for a

Q: You mentioned that people are the

of the wealth [in China] is controlled by

brand, then translate and embed that into

most important element in building a

people under 45. Somehow hotels tend to

all the elements of the organization. For ex-

hotel brand. Could you elaborate on that?

view China’s wealthy as a 50-year-old who

ample, don’t just hire people on skills and

A: First, the chief executive or chairman

wears white socks and smokes. Quite frank-

experience. This is a people industry. Hire

has to be the key brand-builder. We like to

ly, those kinds of people will never be re-

them based on mindset management, so

think of the CEO as the “Chief Brand Offi-

placed because they grew up in a different

that you actually know these people reflect

cer”. It’s about that person as the key driver

era with very different influences to those

the brand you are trying to build, and also

protecting and spreading the brand. Sec-

impacting on the younger generation of

understand each other. If you embed all of

ond, a lot of that comes down to recruit-

businesspeople. But the new 50-year-olds

these at the beginning of the new hospi-

ing. If you hire people based on skills and

are going to be much more creative and

tality groups, they have potential for very

experience, and you need to train them

open-minded. Business people are usually

rapid growth. You are going to see some

to be spontaneous, which is very difficult.

inventive entrepreneurs, so why should

remarkable success stories coming out of

To quote Steve Jobs, the most important

business hotels be boring?

MICE NOW

25

Penthouse terrace evening at The Opposite House 北京瑜舍露天夜景

创造成功的酒店品牌 MICE Now 杂志与品牌公司(The Brand Company)的执行合伙人司徒炜得 （James Stuart)讨论酒店品牌认知的构成、中国酒店业的竞争格局以及为何 在招聘酒店员工时不应过于看重经验等话题 问： 什么促成了人们对酒店品牌的认知？

意度。但品牌成功的终极衡量手段，是它在竞

问： 中国本土酒店的表现如何？

答：我们对一个品牌的定义是认知。也就是

争中所掌握的溢价。酒店总是热衷于创造最新

答：在中国酒店业的新晋者和他们的那些来自

说，不是由品牌来告诉人们它是什么，而是由

的、最酷的、最前沿的设计。但最终，任何以

海外的竞争对手中，存在一种巨大的态度差

人们反过来去感知品牌。例如，说到啤酒，我

实体形式所呈现出来的品牌都能被效仿。那在

别。我们和不少中国公司合作过，它们没有酒

对它有何种感知，它的包装起到了非常重要的

你的体验中无法被效仿的唯一元素是什么？是

店经验背景，但想要涉足酒店行业。我发现了

作用。但说到服务公司，品牌从根本上是由人

你的组织文化，以及你的员工向消费者展示这

一个有趣现象，就是它们进入了酒店市场的同

们的实际体验而建立的，而不是通过你对它的

种文化的方法。文化是无法复制的，因为它是

时承认它们需要学习。它们并未受到一种已经

包装形式。无论你的商标设计、包装或广告有

由独特的关系、历史和传统组成的。作为一家

存在百年的酒店模式的限制，而他们的许多全

多么美丽，如果名不符实，你得到的则是一批

服务公司，如果根据你的文化建立你自己的品

球竞争对手却拥有这种模式。总之，未来的20

失望的消费者和伴随而来的挫败感。如果你无

牌，那么将会使你与众不同。

到40年，我们将在全球范围见证中国酒店品牌

法围绕你希望品牌所散发出的某种特质建立起

的诞生。行业的范例正在转变，原因并不在于

一种组织文化，那么你将永远无法向你的消费

问： 许多西方酒店集团尝试建立以中国为中心

全球性集团，而在于那些手头上有很多钱和土

者真实且一致地投放那种体验。那就是我们过

的品牌。对于这一趋势，您是如何看待的？

地的新晋者。

去10年来的经营理念和方法。

答：酒店行业在中国才刚刚起步。你可以看到 一些集团已经开发了一些中国品牌。但我真的

问： 在您看来，年轻的中国酒店品牌如何实

问： 您如何衡量一个品牌的价值？

想知道，一个拥有不同文化的全球酒店集团能

现成功？

答：鉴于人是最重要的资产，衡量一个特定品

否真正建立一个自称中国却属于国外公司的品

答：它们需要为品牌建立一种生活方式，然后

牌之价值的标准之一是员工保留率以及员工满

牌。在我看来，这是一大挑战。

把它传导、植入组织的所有元素中。例如，不

26 MICE NOW

COVER STORY 封面故事 要只雇佣拥有技术和经验的员工。这是一个以 人为本的行业。要根据心态管理来雇佣员工， 这样你就能确切地知道，这些人能反映出你正 要建立的品牌，并且还能互相理解。如果在新 酒店集团的建立伊始你就把所有的这些都植

些品牌所犯下的错误是它们建立了许多不同种

“品牌在竞争中成功的终 极衡量手段，是它相比竞 争对手所多出的溢价”

类的酒店，却使用同一个品牌名称，这就令消 费者产生困扰。有太多的酒店集团尝试在各种 不同领域拓展酒店品牌。为什么要用同一个品 牌名称呢？因为它们想要在迅速扩展版图，以

入，那么它们就拥有快速增长的潜力。你将看

此建立品牌认知度，但却牺牲了品牌认知的质

到中国会涌现一些引人注目的成功故事。最大

量。酒店应当建立不同品牌，并不见得是因为

的市场显然就是本土市场。

它们处于不同城市，而是因为你服务的消费者 可能不同。

问： 在中国的酒店行业，雇佣和留住人才是否

首席品牌官”。这并不是说要支持品牌；而是

是一大挑战？

表明他要作为保护和传播品牌的主要推动力

问： 对于酒店如何吸引更多中国的商务旅客，

答：我经常听酒店业同行说人才短缺，这个说

量。第二，第一点中的许多问题实质上是招聘

您有何高见？

法令我感到厌倦。你不需要高技术人才，你需

问题。如果你根据技术和经验来雇佣员工，那

答：真正重要的一点是，你要记住商务旅客是

要的是高情商人才，他们可以和消费者互动交

么你必须通过培训让他们有一种自然的感觉，

人，而不是那些统计数据。多数商业酒店太严

流。如果有人说人才出现短缺，这没有道理。

而这么做是非常困难的。引用史蒂夫·乔布斯

肃了。它们需要放松一点。人们希望得到享

无论你想建立怎样的品牌，在中国你都能找

的话说就是，最重要的事是所有的人都在同一

受，尤其是在中国。目前在中国，80%的财富

到你所需要的人才。例如，在北京的瑜舍酒

页上，也就是说他们对公司想要创造的品牌思

是由45岁以下的人所控制的。这一点你必须考

店，60%的雇员以前从未在酒店工作过，但它

想一致。这一点特别符合酒店行业，因为酒店

虑。然而，酒店趋向于认为中国的富人是50岁

们员工的流动率却低于任何奢侈酒店品牌。因

业强调以人为中心。

上下、穿着白袜的吸烟人群。坦白地说，那些

此，你并不需要所有的那些所谓的酒店培训。

人永远也无法取代，因为他们成长于一个不同 问： 酒店应当根据地点的不同调整它们的品

的时代，能够影响到他们的因素与年轻一代商

问： 您提到过人力是建立酒店品牌最重要的因

牌战略吗？

人完全不同。但是，新的50岁人群的创造力将

素，能详细说一下吗？

答：归根结底，一切都取决于消费者。在不同

会强得多，思想更加开明。商人通常是那些善

答： 首先，首席执行官或主席必须是主要品牌

城市之间存在不同的消费者类型，而且那些类

于创造的企业家，所以商务酒店为什么要搞得

树立者。我们喜欢把首席执行官(CEO)看成“

型足够特别，那么你就需要不同的品牌。一

那么单调乏味呢？

MICE NOW

27

URBN H otel 上海雅悦 酒店

Four Seasons Hotel Hangzhou at West Lake 杭州西子湖四季酒店

China’s green ambition China’s MICE industry rides the environmental wave

I

otel URBN H 店 上海雅悦酒

28

n December 2011, China announced its commitment to energy conservation and sustainability with its latest Five-Year Plan.

Although the State Council has pledged to sponsor a series of emissions trading systems, resource taxes and other low-carbon projects, many are skeptical of catching a glimpse of a clear Beijing skyline anytime soon. However, the tide of conservation has turned in many ways. Eco-friendly policies and practices are increasingly popular at various firms, hotels, manufacturers and vendors; while consumers and clients are appealing for more sustainable alternatives.

The MICE industry is no exception.

The demand for green investment is so

fervent that it has triggered the phrase “green MICE.” At the 2011 Asian MICE Forum, the impact was also felt—one of the major themes being the emergence of green trends in the global sector of events and conferences. China has only recently pushed toward green investment, but the MICE industry is already host to a wealth of creative and sustainable innovations, products and services. Although the environmental response of the most recent Five-Year Plan is somewhat belated, the MICE industry has already proven itself at the forefront of eco-friendly commercialism in China.

Small steps, big impact The prerogative for some to “go green” is about environmental ethics; for others, it’s simply a cost-effective maneuver.

CHINA Focus 聚焦中国 Regardless of the reasons, there are several innovative ways to incorporate green practices for any convention, affair, event or retreat. For instance, URBN Hotel in Shanghai and naked Retreats in Moganshan both offer luxurious but sustainable accommodations; while MeetGreen, a consulting firm based in Portland, Oregon, focuses on managing eco-friendly conferences and events.

Although “green MICE” is still a fledging industry, the demand for more sustainable options is more than just a fad—it’s a serious business consideration. According to Amy Spatrisano, principal and co-founder of MeetGreen, the impression that “going green” means higher costs is merely a myth. In fact, ecofriendly products and practices frequently contribute to leaner budgets. “Producing sustainable meetings is simply smart business,” Spatrisano says. “Sustainability is about practicing efficiencies minimizing excess, using resources wisely and reducing waste.”

The case studies at MeetGreen are a testament to environmentalism without the sacrificing profits or budgets. Since 2007, MeetGreen has managed enterprise software giant Oracle’s yearly global event Oracle OpenWorld. With nearly 40,000 participants and 2,000 sessions, Oracle OpenWorld was still able to reduce enough energy to power 62 American homes for a year, enough water to fill three Olympic-sized swimming pools and enough paper to save 1,363 trees. All in all, the recommendations from MeetGreen saved US$1.3 million in costs for Oracle—evidence that green practices are just as strategic an investment as they are ethical ones.

The eco-chic URBN Hotel in Shanghai has also dispelled several myths about sustainable practices. Its minimalist aesthetics and modern décor, paired with its top tier service, proves that “going green” doesn’t mean forgoing comfort. As one of the first carbon-neutral establishments

in China, the trendy 26-room hotel was built from a refurbished 1970s postal warehouse with restored materials, such as reclaimed bricks from the former French Concession, salvaged hardwoods and antique suitcases. URBN is also outfitted with technologies for water-based air-conditioning, energy-efficient lighting, solar power and gray water recycling.

To further endorse sustainable strategies, URBN also has several partnerships to reduce environmental degradation in China. Its most well known sponsorship is with roots&shoots, a local NGO dedicated to preventing desertification in inner Mongolia. Through roots&shoots, guests at URBN are welcome to donate money and offset the carbon emissions from their flights or other forms of travel to Shanghai. More recently, URBN has collaborated with Redress, a Hong Kong-based non-profit that promotes green practices in the Asia’s fashion and retail industry.

This principle of blending local communities with environmentalism is a vital part of URBN. “We’re always trying to support local partners,” says Victoria Hajjar, head of marketing at URBN Hotel. “Any chance we get, whether it’s through our URBN newsletter, on our site or to our guests, we try to promote green business throughout the city.”

It ain’t easy being green Although the market for eco-friendly products and services is on the rise, there are still a few challenges for the “green MICE” industry. China hopes to reduce its 2005 levels of carbon dioxide emissions per unit of GDP by 40% before 2020. However, green infrastructure and technologies are far and few between. Outside of pastoral tourist destinations like Yunan and Moganshan, or eco-friendly urban hotspots like Shanghai, environmentally responsible options are limited.

Culture poses several issues as well.

MeetGreen’s Spatrisano says that one of the major differences between the US and China is culinary options. According to Spatrisano, an abundance of refreshments is culturally significant in China, even if much of what is catered is unconsumed. Much of what is leftover is then wasted and disposed of. In the US, however, clients order refreshments based on turnout, with the leftovers donated to charities.

Eco-tourism in China is also extremely profit-driven. According to Trevor Sofield, professor of tourism at the University of Tasmania, if a tourism project doesn’t attract ample development and construction, the project is considered a debacle. Due to this drive from the supply side, eco-tourism is often more about the investment than it is about environmental conservation.

This problem is particularly rampant in China’s environmental reserves. Sofield says that while there is a range of travel packages to pristine locales and protected areas throughout China, a lack of oversight and enforcement of environmental regulations has led to serious ecological damage. Serious offenses such as logging, quarrying and mining in nature reserves are often overlooked.

Due to such controversies, Li Ganjie, vice minister of the Chinese Ministry of Environmental Protection, recently announced the restriction of tourism projects in China’s reserves. He cited improper development practices as disrupting the protection of habitat and wildlife, and promised better regulation and management of these areas.

The fate of green in China Despite difficulties, “green MICE” is not just a buzzword or a fad, but a solid niche market which gradually maturing into a lasting trend. In June 2010, the Xixi Wetlands in Hangzhou announced development of several low carbon tourism projects, including a network of roads ex29

Give green a chance Launching a green event with Shanghai’s URBN Hotel teur David Laris, URBN has developed “Downstairs,” a picturesque restaurant with a stunning view of the bamboolined courtyard. “Downstairs” offers a range of signature gourmet cuisine derived only from free-range meats, farm-fresh ingredients and locally sourced products and materials.

For an even more sophisticated affair, the recently opened “The Garden Bar” is the location of choice. Clients are welcome to entertain their guests with six-course feasts, private barVictoria Hajjar, head of marketing at URBN Hotel

tending and a cigar bar. “The Garden Bar” seats up to 16 people, and the f&b menus are customizable for each

C

event.

its spaces, URBN has hosted run-

Committed to managing the per-

ways, pop-up shops, fairs, weddings

fect event, the staff at URBN also de-

and conferences, for a plethora of

signs wellness and tourist packages for

clients, including Marc Jacobs, DKNY

guests. Whether it’s a spa day, a Tai-chi

and the Eco-Design Fair.

lesson, a Mandarin-language class or

reative in experimenting with

private

a group tour around Shanghai, URBN

lounge is well known for its warm and

is extremely knowledgeable about lo-

relaxed atmosphere, and its inspired

cal establishments, cultural sites and

selection of drinks, spirits and liquors.

entertainment. “Ninety percent of our

It has room for 30 guests— appropri-

partners will even come to our hotel,

ate for soirees, receptions or other

and you can enjoy a class or a lesson

intimate gatherings.

right here on our patio,” says Victoria

“The

Social,”

URBN’s

URBN also has penthouse suites

Hajjar, head of marketing at URBN Hotel.

furnished with state-of-art visual and

But the ethic at URBN is more than

audio technologies for corporate

just about sustainable accommoda-

meetings or retreats. The posh court-

tions: It’s also about crafting a personal

yard, rooftop and terrace – which

experience for each client. “We’re al-

hold up to 100 guests – are great for

ways looking for a way to connect to

fairs and conferences.

the guests, and for our guests to con-

Home to Shanghai’s best eco-chic

nect to Shanghai,” says Hajjar. With

dining, URBN handles catering and

such dedication to its guests, it’s no

refreshment services as well. Along-

wonder why URBN has attracted such

side renowned chef and restaura-

a devoted clientele.

30 MICE NOW

clusively for walking and cycling, as well as a conservational scheme to reduce water consumption. In November 2011, the Hainan Tourism Development Commission and the municipal government of Sanya held the first annual Urban Development and Tourism Summit to promote sustainable practices in China’s urban tourism sector.

According to URBN’s Hajjar, “green MICE” is even impacting China’s middle class. “On the consumer level, we’re seeing a rising demand for moderately priced green products,” she says. Spatrisano also predicts a greater interest of sustainable practices in China. However, she argues that education is critical to fostering any enduring change. “Sustainability is often referred to as a journey. Like a journey, sustainability is something you learn along the way,” she says. “Continuing to educate and building awareness is key.”

China’s International Travel Service (CITS), the largest state-owned tourism enterprise, is capitalizing on “green MICE” as well. Since 2009, CITS has vigorously promoted green hotels, management firms and tour providers. Client organizing events or conferences are also advised to project computerized backgrounds instead of decorating with disposable backdrops; to order from local caterers instead of importing refreshment; and to hold the event at the same venue attendees are accommodated at, instead of driving them to another site.

Alicia Yao, the deputy general manager of the meeting and incentive division of CITS Head Office, says that CITS now designs tailored eco-tourism programs and team-building activities for their clients, including bicycle and trekking tours. This whole-hearted support from state-owned enterprises like CITS attests to the proliferation of green practices in China.

For Hajjar, higher caliber services and products drive the popularity of “green MICE.” “If you have a good

CHINA Focus 聚焦中国 product, [having an environmentallycentered business in China] is not a challenge.” She points to her personal experience at URBN as proof of China’s progress. “We’re a sustainable hotel, but we also focus on our product. Seeking that balance is important.” URBN is now developing two more eco-centered properties, including another carbon-neutral hotel in Pudong with about 100 rooms.

With the latest Five-Year Plan, governmental support for environmentalism is greater than ever. Although investment in green technologies and innovations is at an embryonic stage in China, the fever has already hit China’s tourism sector. With the MICE industry at the helm, China is now reemerging as a greener, more socially responsible global power. Hopefully, for China under rapid industrialization, these sustainable efforts and inidly industrializing PRC.

Outdoor green at URBN Hotel 在雅悦酒店举办露天绿色会议

MICE NOW

31

URBN Hotel 上海雅悦酒店

中国的绿色雄心 中国MICE行业乘着环保大浪前进

2

011年12月，中国在最近的五年计划中 宣布其将致力于能源保护和能源的可持

小步伐，大影响

MeetGreen的案例即是环境保护不

对一些人来说，“绿色化”的特点是环境道

需要牺牲利润或预算的明证。自2007年以

续性发展。尽管国务院已承诺支持一系

德；而对另一些人来说，它仅仅就是一个具有

来，MeetGreen一直管理着软件业巨头甲

列排放交易体系、资源税以及其它低碳项目，

成本效益的策略。无论是什么原因，我们拥有

骨文（Oracle）的年度全球活动”Oracle

但许多人仍然怀疑不久后是否能在北京看到蔚

若干新颖的方法，为任何会议、展会、活动或

OpenWorld”。虽然Oracle

蓝的天空。虽然中国始终被指责违反全球环境

非正式会议实施绿色环保活动。例如，上海雅

有近4万参与者以及2千个会议，但它所节省下

标准，但环境保护的浪潮在很多方面都得到了

悦酒店和莫干山裸心谷都提供豪华但注重环境

来的能源依旧能为62户美国家庭提供一年的电

改善。注重生态保护的政策和行动正逐渐在各

可持续发展的住宿服务；而总部位于美国俄勒

力，它所节省下来的水资源能填满3个奥运会

种公司、酒店、生产商和供应商之间流行开

冈州波特兰的咨询公司MeetGreen则致力于

标准游泳池，而它所节省下来的纸则相当于少

来；同时，消费者和客户也在呼吁更多的可持

管理生态友好的会议和活动。

砍1363棵树。总之，MeetGreen的建议能为

续替代能源。

OpenWorld拥

尽管“绿色MICE”依旧是一个新兴行

Oracle节省130万美元的成本——这证明了绿

MICE行业也不例外。绿色环保投资的

业，但对于更多可持续性选择的需求不仅仅是

色环保活动在投资和商业伦理领域都有其战略

需求非常强烈，从而催生了“绿色MICE”这

一时的狂热——它是一个严肃的商业想法。据

意义。

一热词。在2011年亚洲MICE论坛上，人们

MeetGreen的主管兼联合创始人艾米·斯帕

绿色时尚的上海雅悦酒店也消除了不少

也深切地体会到其影响——会议的其中一个主

特里萨诺（Amy

Spatrisano）称，人们对“

人们对于可持续性活动的困惑。其简单抽象派

题是探讨全球活动和大会领域绿色环保趋势的

绿色化”意味着更高成本的印象仅仅是一个误

风格和现代装饰品，配上其高级的服务，证明

出现。中国仅在近期才刚刚推出了绿色投资项

导。事实上，生态友好的产品和活动常常有助

了“绿色环保”并不意味着要放弃舒适感。这

目，但MICE行业已经催生了大量新颖可持续

于减轻财政预算。“组织可持续性会议是一桩

家拥有26间时尚客房的酒店是中国拥有第一批

的创新产品和服务。虽然最新五年计划的环保

聪明的生意。” 斯帕特里萨诺说，“可持续性

碳中和设施的酒店之一，它是从上世纪70年代

计划的反响有些姗姗来迟，但MICE行业已经

在于提高效率，使过剩最小化，聪明地利用资

的邮局仓库翻新而建成的，采用的材料都是回

证明其正处于中国生态友好商业主义的前沿。

源并减少浪费。”

收利用，如从前法国租界回收的砖头、抢救出

32 MICE NOW

CHINA Focus 聚焦中国

单只是一个流行词或一时的趋势，而是一 个正在走向一种永久趋势的可靠的小众市 场。2010年6月，杭州西溪湿地宣布开发若 干低碳旅游项目，包括专为散步和骑车而制 定的一张马路网、和一个旨在减少水资源消 耗的保护计划。2011年11月，海南旅游发 展委员会和三亚市政府举办了首届年度城市 Four Seasons Hotel Hangzhou at West Lake 杭州西子湖四季酒店

发展和旅游峰会，以促进中国城市旅游业的 可持续性行动。 根据雅悦酒店的哈贾称，“绿色MCIE” 甚至在影响中国日益兴旺的中产阶级。“在消 费者方面，我们看到他们对价格适中的绿色产 品的需求正在与日俱增。”她说。斯帕特里萨 诺也预计，中国对可持续性行为的兴趣将日渐 浓厚。然而，她辩称，教育在培养任何永久性 改变方面依旧起到重要作用。“可持续性发展 经常被视为一种旅行。和旅行一样，可持续性 发展就是你在旅途过程中学到的东西。”她 说，“继续教育并培养意识至关重要。” 最大的国有旅游企业中国国际旅行社也 在利用“绿色MICE”。2009年以来，国旅积

莫干山naked Stables Private Reserve

极推动绿色酒店、管理公司和旅游供应方。组 织活动或会议的客户也被建议投射数字化背景

来的硬木和古老的箱包。雅悦酒店还配备了水

文化也带来了若干问题。MeetGreen的

性空调技术、节能照明技术、太阳能技术和中

斯帕特里萨诺（Spatrisano）说，中美之间

水回收再利用技术。

的主要差异之一是饮食文化。据他称，丰盛的

为了进一步支持可持续性战略，雅悦酒店

菜肴在中国的文化中非常重要，即便许多提供

还寻找了若干合作伙伴，共同减缓中国的环境

的菜肴没有吃完。多数吃剩下的食物就成了废

恶化。它对致力于保护内蒙古沙漠化的当地非

物被扔掉。然而，在美国，客人根据人数来点

政府组织“根与芽”(roots&shoots)的赞助最

菜，吃剩下的就捐给慈善机构。

来替代一次性背景屏幕；从当地饮食供应方订 菜来替代进口菜肴；在活动出席方下榻的酒店 举办活动，而不是驾车把他们送往另外一个活 动场所。 国旅总社会议和奖励游部副经理艾莉西 亚·姚（Alicia Yao）称，国旅现在正在为客 户定制生态游项目和团队活动，包括骑车和徒

为出名。雅悦酒店的客人可以通过根与芽进行

不幸的是，中国的生态旅游业也受到了

捐款，从而弥补他们坐飞机或以其它形式前往

巨大的利益驱动的威胁。塔斯马尼亚大学旅游

上海过程中的碳排放。就在近期，雅悦酒店与

学教授特雷弗·索菲尔德（Trevor Sofield）

致力于推动亚洲时尚和零售行业绿色环保活动

称，如果一个旅游项目不能吸引大量开发和建

的香港非营利组织Redress开展合作。

设，那么这个项目就被视为失败。由于受到供

动了“绿色MICE”的普及。“如果你有一个

应方的这一驱动，生态旅游与其说是环境保

好产品，（在中国经营一个以环境为中心的业

护，倒不如说是投资。

务）并不是一件难事。”她把自己在雅悦酒店

融合当地社区和环境保护主义的原则是 雅悦酒店重要的一部分。“我们总是在尝试与

步游。这种来自诸如国旅之类国有企业的全心 全意的支持，证明了中国绿色环保行动的燎原 之势。 对于哈贾来说，更高水平的服务和产品推

在中国的环境保护事业中，这一问题尤其

的个人经历视作中国进步的证据，并表示，“

Hajjar)表示，“无论是通

猖獗。索菲尔德说，虽然有很多旅游套餐，让

我们是一间注重可持续性发展的酒店，但我

过雅悦快报、我们的网站或是我们的客人，一

游客体验到整个中国的原生态环境和受保护地

们还重视我们的产品。找到那个平衡点很重

旦有机会，我们就会尝试在整座城市推动绿色

区，但缺乏监管和环保法规执行不力已经导致

要。”雅悦酒店正在开发两个更加以生态为中

商务。”

了严重的生态环境破坏。就像在中国自然保护

心的地产，其中就有另外一家坐落在浦东、拥

区砍伐、采石和采矿这样的严肃问题通常会被

有约100间客房的碳中和酒店。

当地伙伴合作。”雅悦酒店市场部总监维多利 亚·哈贾(Victoria

环保非易事

忽视。

在最新的五年计划的指引下，政府对环境

生态友好产品和服务的市场虽然正在崛起，但

由于这样的矛盾存在，中国环境保护部副

保护的支持力度史无前例。尽管对绿色技术和

对于“绿色MICE”行业，仍旧存在很多挑战。

部长李干杰近期宣布限制在中国自然保护区的

创新的投资在中国依旧处于初级阶段，但是绿

中国希望在2020年前将2005年单位GDP二氧

旅游项目。他把不当的开发行为视为对栖息地

色环保的热度已经影响了中国的旅游业。随着

化碳排放量水平减少40%。然而，绿色基础设

和野生动物保护的破坏。

MICE行业的掌舵，中国正在重生，成为一个

施和科技少之又少。除了像云南和莫干山这样

更加绿色环保、更加对全球能源负责的国家。

的田园生活般旅游目的地，或者像上海这样的

“绿色”在中国的命运

对于正处于快速工业化的中国来说，但愿这些

生态友好城市热点外，环境保护的选择有限。

尽管存在困难，但“绿色MICE”并不单

可持续性成果和活动能够保持下去。 MICE NOW

33

MICE diplomacy Trade negotiations between South Korea and China pave way for MICE market developments

C40 Summit at Seoul 在首尔举办的C40峰会

34 MICE NOW

Asia Focus 聚焦亚洲

2

012 is the year of dragon in China, but in South Korea it is the year of the convention.

MICE tourism among Asian countries is finding South Korea increasingly appealing, with the region seeing soaring visitor numbers and sound government support. South Korea is well on its way to establish itself as the convention capital of the East.

China has come to be South Korea’s largest MICE market second to Japan.

With the impending completion of the anticipated free trade agreement (FTA) between the two countries, South Korea is expected to further capitalize on the feverish tourism demand from China.

An official FTA could potentially break the last of the official barriers between a swelling demand for MICE products in China and bountiful supply in South Korea. An FTA would allow an increase in the flow of business from China to South Korea in the absence of current obstacles surrounding visa applications, such as applications that differ based on where the Chinese tourist comes from. Such regulations make large scale incentive tours more difficult to accomplish, according to Jessica Zhang of China Youth Travel Service (CYTS), a travel agency familiar with MICE and conference travel.

The rise of MICE In 2009, South Korea’s local and national governments recognized MICE as a major economic driver, launching a series of incentives and organizations to aide the endeavor. The Convention Year 2012 was set up to continue the momentum, said Alexander Paik, spokesperson for the Seoul Convention Bureau.

The convention bureau, along with the Korean Tourism Organization and the South Korean Ministry of Culture, Sports and Tourism have capitalized on

the campaign by achieving feats such as the hosting of the G20 Summit, the International Dragon Award. The Nuclear Security Summit for 2012 Seoul also earned a top fifth ranking by the Union of International Associations (UIA) in the number of events hosted in Asia-Pacific region.

“It shows the confidence global event planners and organizations have in us to meet their needs across the board,” said Paik.

South Korea’s tourism boom is evidenced not only by impressive instances and declarations, but by numbers as well.

Tourist arrivals in 2010 grew 12.5%, reaching 8.8 million according to a report from Visa, putting the nation well on track to meet its government’s goal of gaining 10 million in 2012.

Among those tourists, 75 % of South Korea’s source market is comprised of Taiwan, China and Japan. South Korea’s interregional approach to spurning growth in tourism can be seen in the initiation of the Five-Year strategic tourism plan spanning 2011 to 2015 among ASEAN countries.

Eyeing the Middle Kingdom Such growth can be accredited to several factors, but perhaps the most promising of such factors is the widening of the Chinese market.

“We have much to offer that Chinese visitors like, including cosmetics and medical-related tourism, and also pop culture thanks to the Korean Wave. The Bao Jian Group incentive tour underscored the Chinese interest in Korea as a travel destination especially attractive to their needs,” Paik said. The Seoul Convention Bureau also has stepped up its effort to secure such business by attending a number of trade fairs and conferences in China.

In November of 2011, Chinese cosmetic company Bao Jian Group sent approximately 10,000 employees to South Korea in an incentive tour, an all-time high for the country. The Chinese tourists conducted business, experienced cultural events, and shopped enough to impress local retailers.

“Understanding Chinese culture is obviously very important,” Paik noted.

“As such, SCB staff, local convention organizers, travel agencies and local businesses have all worked to develop an understanding of the Chinese mindset so as to provide them with the kind of service they expect.”

South Korea is undoubtedly stepping up its game, but there is still room for improvement said Zhang of CYTS. “There is much room for improvement for Korea in terms of being more flexible to the changing client needs. It is very common for China’s large-sized incentive groups to have impromptu changes before departure. Many local Korean hotels and restaurants are less responsive to the changing client needs, and require the intervention from a tourism agency and local tour operator, Zhang said.

Zhang added that language also continues to be a challenge, particularly with local restaurants and retailers.

So while culturally and linguistically South Korea’s tourism industry may have some fine-tuning needs, in terms of the infrastructure and facilities, it is unequivocally appealing, Zhang added.

“Its infrastructure is excellent and is adequately equipped with meeting and exhibition facilities. “ By 2010, the number of Chinese tourists in South Korea went up 40% from the previous year. It is widely speculated to climb higher in years to come.

China’s contributions to South Korean tourism and MICE tourism, in particular, are growing more prominent and,

MICE NOW

35

Photo by：Shan Xue

arguably, have the greatest ability to bring South Korean government closer to achieving its commercial and diplomatic goals.

An ever tightening relationship

Photo by: Shan Xue

36 MICE NOW

As companies recognize the strong motivating power of such events and conferences, China’s business travel is rising rapidly. In addition to the Bao Jian tour, Seoul also

hosted the 2011 International Dragon Award, a congregation of China’s most formidable insurance industry players.

Seoul was the first non-Chinese speaking destination to do so.

As business travel between the two countries increases year to year, eyes turn toward diplomacy in hope of easing regulations that currently burden the MICE industry in both countries.

Burdens that tourism professionals would see undone include copious amount of paperwork surrounding visa applications in both directions. According to Paik, the benefits associated with Chinese inbound tourism motivate the government to amend such burdens.

Chinese professionals feel these burdens as well. “The visa procedure is fairly complicated given the applications need to be sent to different divisions based on where the applicant is from [creating] much inconvenience for large incentive groups,” Zhang said, adding that a lack of preferential policies toward large-scale incentive groups adds to the challenge.

Coincidently, such preferential policies are most likely to come in reaction to a demonstrable increase in MICE business, as would the FTA, Paik said.

Developing the MICE sector can aide the maturing of the trade relationship between the two countries by continuing to attract business from China and promoting South Korea as a destination in general, Paik said.

“We can show that the interest from the Chinese side is only growing,” Paik said.

“This underscores the potential of this market that has not been utilized, and thus the need for relaxed regulations and communication between the two nations, which a Free Trade Agreement and relaxed visa requirements would facilitate.”

Breaking of a dam Earlier this year South Korea made the logistics of travel for Chinese tourists easier by allowing UnionPay cards to be

Asia Focus 聚焦亚洲 used in major department stores, and providing announcements in Chinese for patrons of the subways. Korean Tourism Organization is determined to boost the appeal of South Korea as a top-notch destination for Chinese travelers, an intention that would be well served by a more formal trade agreement.

According to Zhang and Paik, an FTA should have only a positive impact on tourism as a whole between China and South Korea and thus on MICE tourism as well, even if it does cause a scurrying among related businesses to meet demand.

“For us in Seoul, the increased freedom of movement means a potential increase in the number of international events we can secure from China, and an increase in the number of Chinese business tourists to our city,” Paik explained.

A surge in business would indeed be inevitable upon the completion of a comprehensive free trade agreement, the

likes of which may outpace South Korea’s ability to field such an influx.

“With such an influx of business tourism, this would of course mean the need for increased and upgraded infrastructure, suitable convention hotels, event venues, transport, and communications technology,” Paik cautioned.

In addition, the language barrier must be ever more attended, both by MICE professionals and the retailers who stand to benefit from such tourism. Chinese travelers were also South Korea’s third largest source market for spending in 2010 according to Visa’s data, spending US$119.9 million in the country, up 21.6% from 2009, making China a partner in tourism as well as in retail. Even with such numbers, language is still an issue.

“Language is the biggest issue. Most local restaurants service people cannot communicate very well in English,” Zhang said.

These necessities may however provide opportunities for job creation and professional development in the ranks of MICE industry insiders.

Paik listed the industries standing to benefit from a sudden boom in MICE tourism. They include construction to meet demand for venues, education to train and develop tomorrow’s MICE professionals and IT to improve communications. The benefits of an FTA seem almost immeasurable, providing more motivation to the government to hasten its completion. South Korea’s president, Lee Myung-bak, indicates that an FTA could be completed in as little as two years earlier this month.

In a free trade era, the South Korean MICE business that can bridge the language gap between themselves and China, execute events taking mind into cultural sensitivity, and fully integrate their own infrastructure and communication technology, will stand the victor.

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MICE外交 韩国与中国的贸易谈判为MICE市场的 发展铺平了道路

Photo by: Shan Xue

2

012是中国的龙年，但在韩国，却是会

际协会联盟(UIA)将首尔排名第五。

展之年。韩国对亚洲国家的会展奖励旅

首尔旅游发展局的亚历山大·白说：“这

游(MICE)更具吸引力，游客数不断飙

显示了全球会展策划公司和行业组织相信我们

升，政府也提供大力支持。韩国正在成为东方

能够全面满足其需求。”

会展业之都的路上健步前行。

韩国旅游业的兴旺不仅可以从这些引人注

中国已成为韩国第二大会展业市场，仅次

目的事例和宣传中得到证明，也得到了数字的

于日本。如两国有可能达成期待中的自由贸易

支持。根据Visa公司的报告，2010年到韩国

协议(FTA)，预计韩国将进一步从蒸蒸日上的

旅游的游客数达880万，增长了12.5%，距离

中国旅游需求中获得更多收益。

该国2012年游客数达到1000万的目标仅有一

正式的自由贸易协议将打破中国会展产

步之遥。

品需求暴涨和韩国的充裕供给之间最后的官方

游客中75%来自于中国台湾地区、中国

障碍。因为消除了当前签证申请的困难，自由

大陆和日本。从韩国对东盟国家从2011年到

贸易协议将促进中国业务向韩国流量的增长。

2015年的五年战略旅游规划中，可以了解到

目前的签证过程中，针对来自中国不同的地区

韩国为促进旅游增长采用的跨区域方式。

游客，申请要求也不尽相同。经营会展旅游业

Nuclear Security Summit 韩国核安全峰会

亚历山大指出：“显然，理解中国文化非 常重要。因此，首尔旅游发展局职员、当地会 展组织者、旅行社和当地企业都努力理解中国 人的思维模式，以提供他们所期待的服务。” 中青旅的杰西卡认为，韩国无疑正在加强 其服务，但仍有改进的空间。她说：“客户需 求千变万化，需要更加灵活，韩国在这方面还

务的中国青年旅行社员工杰西卡·张(Jessica

瞄准“中央王国”

有很大的改进空间。中国大型奖励旅游团常常

Zhang)说，这些规章让大规模激励性旅游更

这样的增长可以归功于多个因素，但也许最大

会在临行前作很多即时的调整。很多韩国当地

难以完成。

的因素就是中国市场的不断扩大。

酒店和饭店对客户需求应对不够及时，需要旅

亚历山大说：“我们可以给中国游客提供

行社和当地旅游运营商介入。”

韩国MICE业的兴起

很多他们喜欢的东西，包括美容和医疗旅游，

杰西卡补充指出，语言仍然是个挑战，

2009年，韩国的中央和地方政府将会展业定

由于韩流的影响，还有流行文化。宝健集团的

特别是在当地的饭店和商场。尽管韩国的旅游

为推动经济的主要产业，推出了一系列优惠政

奖励旅游凸显了中国人对韩国作为旅游目的地

业可能需要某些文化和语言上的微调，但在基

策和组织，以推进该产业。首尔旅游发展局

的兴趣，对他们的需求特别有吸引力。”首尔

础设施和设备方面则具有绝对的吸引力。她认

(Seoul Convention Bureau)发言人亚历山

旅游发展局还通过参加众多在中国举办的旅游

为：“韩国的基础设施是一流的，配备了充足

大·白(Alexander Paik)称，将2012年设为会

交易会和大型会议，加强努力，确保留住业

的会议和展览设施。”

展年是为了延续这一发展势头。

务。

2010年，到韩国的中国游客数较上年增 长40%。人们普遍认为，该数字在未来几年还

首尔旅游发展局和韩国观光公社（Ko-

2011年11月，中国美容公司宝健集团派

rean Tourism Organization）、韩国文化体

出约1万名员工到韩国参加奖励旅游，这是来

育观光部通过组织二十国集团峰会、国际龙

韩国最大的一个团。中国游客开展业务，体验

中国对韩国旅游业特别是会展旅游业的贡

奖、2012年核安全峰会等大型活动，已经从

文化活动，采购的商品金额相当于多家零售商

献越来越显著，应该说最有能力帮助韩国政府

中得益。在亚太地区主办的一系列活动中，国

一年的销售额。

达成其商业和外交方面的目标。

38 MICE NOW

将继续攀升。

Asia Focus 聚焦亚洲

中韩关系日益深化

易协议也是如此。

随着中国公司意识到这些活动和大会强大的激

亚历山大还说，通过不断吸引来自中国

励作用，中国的商务旅游正在迅猛增长。除了

的业务并促进韩国作为旅游目的地的总体发

宝健集团的旅游之外，首尔还举办了2011年

展，MICE行业的发展可促进两国贸易关系不

国际龙奖（International Dragon Award）

断走向成熟。

确实，在全面自由贸易协定签署后，旅游 业务骤增将不可避免，与之相关的需求可能超 过韩国接待大量涌入人流的能力。 亚历山大说：“商务游客的大批涌入，当 然意味着需要更多、升级的基础设施，合适的 会展酒店、活动场所、交通和通讯技术。”

活动，这是中国最重量级保险公司的盛会。在

“我们看到，来自中国方面的收益只会

曾举办过该活动的城市中，首尔是第一个非汉

继续增长。这凸显出中国市场的潜力还没有得

此外，必须更加注意语言障碍，将从旅游

语城市。

到充分利用，因此需要放宽法规限制，促进两

中得益的会展业人士和零售商都应如此。Visa

国交流，自由贸易协议和放松的签证要求将有

公司的报告称2010年，中国是韩国旅游消

利于此。”亚历山大说。

费的第三大源市场，中国游客共在韩国消费

随着中韩商务旅行的逐年增长，人们的目 光转向外交，希望放宽当前阻碍两国会展业的

1.199亿美元，较2009年增长21.6%，使中国

相关法规限制。 旅游业人士希望排除的阻碍包括围绕两国

冲破阻拦

同时成为韩国的旅游业与商业零售业的合作伙 伴。尽管数字客观，但语言仍然是个问题。

签证申请的繁琐手续，既是为了保住生意，也

今年早些时候，韩国允许中国银联卡在大型百

是为了吸引中国的业务。亚历山大说，中国入

货商店中使用，并在地铁中提供中文说明，为

境旅游带来的相关收益对推动政府减少这些障

中国游客提供便利。韩国观光公社决心增强韩

但在会展业内部人士中间，这些需求本身

碍有积极作用。

国作为中国游客顶级目的地的魅力，更正式的

可能会提供工作岗位和专业发展机遇。亚历山

贸易协议将很好地促进这一目的。

大概述了可能从会展旅游迅速增长中得益的行

中国的业内人士也感受到了这些阻碍。杰 西卡·张说：“由于申请表需要根据申请者来

杰西卡和亚历山大都认为，自由贸易协议

源地的不同，发到不同的部门，签证环节相当

只会给中韩两国的旅游业带来积极作用，因此

复杂，给大规模团体奖励旅游（造成了）很大

对MICE行业也只有好处，即便这会导致相关

麻烦。”她还补充说，由于对大规模团体奖励

企业为满足需求而忙得团团转。

旅游缺乏优惠政策，也增加了挑战。 亚历山大说，巧合的是，此类优惠政策最 有可能因MICE业务显著增长而设立，自由贸

杰西卡说：“语言是最大的问题。大多数 当地饭店的服务生都无法用英语顺利交流。”

业，包括为满足场馆需求的建筑业、培训和发 展会展专业人士的教育业、改善通讯的IT业。 韩国总统李明博指出自由贸易协议最早有 望在两年内签署。在自由贸易时代，一个弭平

亚历山大解释说：“在首尔，来往更加

语言鸿沟，对不同文化高度敏感，并充分整合

自由意味着来源于中国的国际会展数会潜在增

基础设施和通讯技术的韩国MICE行业，必将

长，到首尔的中国商务游客数也会增长。”

长期立于不败之地。

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Lion in motion Singapore beefs up its leisure offerings to stand out as Asia’s top MICE destination

W

eathering the global downturn, Singapore’s MICE business continues its buzz. The Lion City clinched two

new laurels in May, receiving recognitions as the world’s top meeting destinations by the Union of International Association (UIA), and Asia’s leading convention city by the International Congress and Convention Association (ICCA).

“There has been a cohesive effort to develop the MICE sector since the 1970s, with the aim of entrenching Singapore as one of the most dynamic business events destinations in the world and developing a position of thought leadership in the region,” said Jeannie Lim, executive director of Conventions and Meetings, Exhibitions and Conferences at Singapore Tourism Bureau.

Growth in the MICE sector registered a 46% increase last year as over 2,000 conventions, conferences and events were held in the country.

Yet, analysts suggest that there is ample room for Singapore’s MICE business to grow, as it contributed a mere 2.2% to its total tourism revenues in 2011, according to figures released by the Singapore Tourism Bureau.

With the government’s push for diversification in tourism offerings, Singapore looks to cement the leading position as a world’s premium MICE destination.

One-stop solution “Singapore is well-known for its infrastructure and as a port city, but less so as a tourist destination,” said Paul Stocker, Vice President of National MICE and Group Sales at Resort World Sentosa, “And that drove the government to revamp the nation’s tourism landscape in 2005 by introducing the concept of integrated resorts.” One of the two signature venues of Resort World Sentosa, the Universal Studio, which is a replica of its Hollywood model, has been galvanizing tourism interests among families with kids as well as among blockbuster movie fans. By the end of 2012, the newly added Marine Life Park, also the world’s largest oceanarium, will provide tourists with a respite of aquarium touring and Spa experiences.

First opened its door in 2010, Resort World Sentosa consists of six themed hotels, two theme 40 MICE NOW

Asia Focus 聚焦亚洲 parks as well as Singapore’s inaugural maritime museum. The resort complex has hosted over 4,000 events and registered a 60% jump in 2011 compared to a year ago. While meetings and conventions make up the bulk of its MICE business, a surge in the demand for after-hour activities that engage meeting participants, has also taken priority, according to Stocker. He observed a growing demand for “a variety of activities, from business to leisure, and organizers are looking for a one-stop shop that cater for work in the day and leisure activity in the evenings.”

Mike Lee, Vice President of Sales from Marina Bay Sands concurs. “For the business traveler[s], time is a valuable commodity and often, their stays are generally brief, but need to be productive.” The Sands Expo and Convention Center features five floors of exhibition and ballroom space, including a grand ballroom that could house up to over 9,000 guests. In addition, Marina Bay Sands features cultural and leisure amenities such as the lotus-inspired ArtScience Museum, Sands SkyPark as well as an event plaza that MICE event planners could utilize to create value-added guest experience. Hotel occupancy rate hit 98% during the first quarter of 2012 thanks to the numerous visiting MICE groups, according to Lee. Marina Bay Sands has sealed over 5,200 deals which would bring over 1.5million visitors to the Sands Expo and Convention Center.

The introduction of two gargantuan hotel and resort complexes is far from what the city island has in store to boost its MICE sector. In May this year, Singapore unveiled a US$395million terminal in an effort to boost cruise visitors. The ultra-modern 28,000-square-meter terminal will be capable of accommodating the world’s largest luxury cruise liners, demonstrating Singapore’s ambition to lever-

age on its strategic location and the emergence of Asia’s cruise market. According to the Singapore Tourism Bureau, the number of cruise passengers to Singapore is thus expected to pick up to 1.5 million over next few years.

Apart from the boom in large-scale venue constructions, the Singapore government has taken the initiative in working closely with industry associations to forge partnerships as well as to facilitate tradeshows and conventions.

As regional competition gets intensified, Singapore aims to reinforce its value proposition as a winning MICE destination by digging into consumer insights and strengthening industry capabilities. “Constant innovation is necessary to provide personalized and enriching experiences that meet the evolving needs of our visitors,” said Lim from Singapore Tourism Bureau.

Venues including Max Atria at Singapore Expo and Suntec International Convention and Exhibition Center have completed or are undergoing upgrades to cater to events of various sizes and needs. Meanwhile a slew of upcoming facilities such as Garden by the Bay, which is the world’s first River Safari and The National Art Gallery are set to further diversify the country’s MICE landscape.

Promising outlook, with caution Singapore’s booming hotel industry reflects investor confidence in its prospect as a full-fledged tourism hub. Around 19 new hotels are expected to enter the market by the end of next year, according to a report by CB Richard Ellis Hotels, a real estate advisory group.

With increased economic ties with China, Singapore’s MICE properties are expected to boost resources and tap into the China market. “ For Singapore, China is among the top five visitor markets, with almost a third

coming here for business or MICE purposes in recent years,” said Lim from Singapore Tourism Bureau. “As the resort approaches its full operations by the end of this year, we are receiving more enquiries from the China market,” said Dorothy Mak, Vice President and Regional Sales from Resort World Sentosa.

Yet, Singapore’s perpetual talents drain also poses a grave challenges to business expansion. A PwC Global CEO Survey released in February indicates that roughly 70% of CEOs had to scrap strategic initiatives due to a shortage of talent supply. This will potentially lead to rising costs that Singapore employers need to incur retain staff. The CBRE report also points out that Singapore’s hospitality sector may be weakened due to the Eurozone crisis.

“With the better global economic situation last year, we have seen an increase in client expenditure overall,” said Stocker from Resort World Sentosa, “However, looking forward, we are cautiously optimistic due to the uncertain economic situation globally.”

Facts & Numbers

• The number of business visitors to Singapore rose to 3.2 million, an 2.6% increase from 2010, accounting for 24% of total visitors arrivals to Singapore.

• In 2011, Singapore confirmed 17 world congresses that will take place during 2012 to 2016.

Source: Singapore Tourism Bureau

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41

Photo by: Timothy Hursley

了巨型码头，旨在促进邮轮游客数量。这个占 地面积为2.8万平米的超现代化码头能容纳全 球最大的豪华油轮，展现了新加坡利用其战略 地位以及亚洲邮轮市场崛起的雄心。新加坡旅 游局称，前往新加坡的邮轮游客数量预计将在 未来数年里增加到150万。 除了大型会展场址的建设，新加坡政府还 积极与行业协会开展密切合作，以形成伙伴关

动感狮城

系并推动商业展览和会议。随着区域竞争越来

为了脱颖而出成为亚洲MICE首选目的地，新加坡 加强了其旅游休闲方面的设施服务

目的地的价值主张。“为了提供丰富的个性化

越激烈，新加坡试图通过挖掘消费者洞察力和 加强行业能力，巩固其作为胜人一筹的MICE 体验以满足我们客人不断变化的需求，不断的 创新必不可少。”新加坡旅游局的珍妮·林介 绍说。 像新加坡博览中心的Max Louis Vuitton Island Maison 新加坡海湾上的玻璃宫殿

Atria和Sun-

tec国际会展中心这样的会场已经建成或正在 升级，以满足各种规模和需求的活动，而一系 列即将完工的设施，如全球第一个河川生态园

抵

挡了全球经济萧条带来的冲击

底，新建的全球最大海洋水族馆——海洋生物

(River

之后，新加坡的会展奖励旅游

园(Marine Life Park)还将为游客提供悠闲的

National Art Gallery)，将使得新加坡的MICE

Safari)滨海花园和国家艺术画廊(The

(MICE)业务继续欣欣向荣。狮城

水族馆游和Spa水疗体验。

行业进一步趋于多样化。

在5月赢得了两顶新的桂冠，即国际协会联合

2010年开业的圣淘沙名胜世界由6家主

会(UIA)授予的“世界最佳会议目的地”以及

题酒店、2个主题公园和新加坡海事博物馆构

前途光明，但仍需谨慎

国际会议协会(ICCA)授予的“亚洲最佳会议城

成。这个旅游度假综合体在2011年总共主办

新加坡欣欣向荣的酒店业反映出投资者对新加

市”，获得了全球的认可。

了4000多个活动，较前一年增加了60%。据

坡将成为一个成熟的旅游中心信心十足。房地

“自上世纪70年代以来，新加坡人就形

斯托克称，虽然大会和会议占据了其MICE业

产咨询集团世邦魏理仕(CB Richard Ellis Ho-

成了一股开发MICE业行的合力，旨在将新加

务的大头，但与会人士对会后活动需求的激增

tels)的报告显示，到明年年底，预计将有大约

坡建设成为全球最具活力的商业活动目的地之

也成了酒店方优先考虑的事项。他注意到，人

19座新建酒店进入新加坡市场。

一，并成为这一地区的领先思想的倡导者。”

们对“从商务到休闲的各种活动”的需求逐渐

由于与中国的经济合作不断增加，新加坡

新加坡旅游局大会与会议、会展与研讨会部执

增加，而且“组织者正在寻求能够为白天工作

的会展旅游设施资源预计将进一步被利用，以

行理事珍妮·林(Jeannie

和晚上休闲活动提供服务的一站式商家”。

拓宽本土MICE市场。新加坡旅游局的珍妮·

新加坡滨海湾金沙大酒店(Marina

Lim)说。去年在新

加坡举办的大会、研讨会和活动总共超过了

Bay

林表示：“中国是新加坡五大游客市场之一。

Lee)对

近些年以来，来到这里的中国游客中，有大约

但是，分析人士指出，新加坡MICE业的

此表示赞同。他说：“对于商务游客，时间

三分之一的游客是以商务洽谈或会展奖励旅游

增长仍然有很大的空间，因为根据新加坡旅游

弥足珍贵，而且他们的居住时间通常来说比

为目的的。” 圣淘沙名胜世界副总裁兼区域销

局所提供的数据显示，它对2011年新加坡旅

较简短，但必须保证高效率。”金沙会展中

售经理多萝西·麦Dorothy Mak说道：“随着

游总收入的贡献只有2.2%。随着政府着力推

心(Sands Expo and Convention Center)

度假村在今年年底将实现完全运营，我们正在

进旅游产品多样化，新加坡希望巩固其作为世

拥有5层的展览和宴会空间，包括一个能够

收到越来越多来自中国市场的问询。”

界顶尖MICE目的地的领先地位。

容纳至少9000名客人的巨大宴会厅。此外，

然而，新加坡挥之不去的人才流失问题

2000次，MICE行业实现了46%的增长。

Sands)销售副总裁迈克·李(Mike

滨海湾金沙大酒店还主打文化和休闲体验特

也为这里的业务拓展带来了一个严峻的挑战。

一站式解决方案

色，如受到莲花启迪而建造的艺术科学博物

今年2月发布的普华永道全球CEO调查显示，

“新加坡以其出色的基建和港口城市而闻名

馆(ArtScience

Museum)，金沙空中公园

约70%的公司首席执行官(CEO)由于人才短缺

于世，但在旅游目的地方面，它没有那么出

(Sands SkyPark)以及可供活动策划方利用、

不得不放弃战略发展计划。这同时会导致成本

名。”圣淘沙名胜世界(Resort World Sento-

为客人带来增值体验的活动广场。据迈克·李

的增加，因为新加坡雇主为了挽留员工必须向

sa)全国MICE和集团销售副总裁保罗·斯托克

说，2012年一季度，酒店入住率达到了98%

他们支付更多的薪水。世邦魏理仕的报告还指

(Paul Stocker)说，“这就促使新加坡政府在

，这得益于数量庞大的奖励旅游团体。滨海湾

出，新加坡的酒店业可能会因欧元区经济危机

2005年通过引入整合度假村的概念，重整国

金沙大酒店目前已经敲定了5200多笔交易，

而受挫。

家的旅游全景。”作为圣淘沙世界名胜两处标

将为金沙会展中心带来150多万客人。

“由于去年全球经济形势良好，我们的总

Studio)

为了促进MICE行业的发展，新加坡所做

体客户支出增加了。”圣淘沙世界名胜的斯托

是好莱坞环球影城的翻版，它激起了拥有孩子

的远不仅仅是引入了两个巨大的酒店和度假村

克说，“然而，展望未来，由于全球经济势态

的家庭以及重磅电影迷的旅游兴趣。2012年

实体。今年5月，新加坡斥资3.95亿美元建成

的不确定性，我们保持谨慎的乐观态度。”

志性场所之一的环球影城(Universal

42 MICE NOW

魅力三亚 海南三亚成为高端旅游项目投资热地， 催生MICE市场成熟发展 Mandarin Oriental Sanya 三亚文华东方酒店

素

有“中国夏威夷”之誉的海南岛正吸引

“与韩国济州岛，菲律宾等国相比，三

众多的国际高端酒店扎堆入驻。随着免

亚的优势在于其国内市场客源潜力巨大，而菲

税游在内地不断升温和海南政府加速拓展海外

律宾旅游多半依赖于国际客源，国内客人所占

旅游市，推动着海滨城市三亚MICE产业的升

比例极少。”三亚万豪度假酒店及水疗中心的

级。这无疑将有助于海南打造名符其实的“国

总经理高锦洪（Edmund

际旅游海岛”。

有300平方米坐落于热带花园的佰草厅，给会

Ko）说。酒店新建

议客人以放松身心、拥抱自然的不同体验。在

Pullman Oceanview Sanya Bay night view 三亚湾海居铂尔曼度假酒店夜景

得天独厚的会展优势

三亚悄然走红的还有婚礼蜜月这个板块。“坐

一望无垠的洁白海滩，修建整齐的草坪，和与

落在沙滩上的海景礼堂与一片私密的草坪连在

大海相通的酒店泳池，三亚的天然优势是国内

一起，是现代年轻人圆梦海洋婚礼的不二之

其他会展城市无可媲美的。从会展水准来看，

选。”三亚万豪的总经理高锦洪介绍说。

不少业内人士认为其水准已远超北京、上海，

开维∙三亚海棠湾凯宾斯基酒店的总经理

并在迎头赶上香港的国际会展中心地位。而随

麦希尔（Bernard Mercier） 认为，三亚多元

着国内MICE行业在近几年的迅速发展，三亚

的自然景色无疑是吸引奖励游和团队建设活动

在吸引国内会展和奖励旅游团队客源上又拔得

的最大卖点。“［活动参与者]可尽享蜈支洲

头筹。去年4月在三亚举办的金砖峰会也向世

岛的秀丽风光，在五指山划艇，或者在南海钓

界展示了三亚一流的旅游资源和成熟的会议接

鱼等令人难忘的体验。”此外，麦希尔指出，

待能力。

三亚日趋成熟的游艇业也成为不少奖励旅游团

根据海南省地方贸易促进会发布的报告，

体的创意之选。“公司不必再拘泥于酒店宴会

海南2011年会展重大活动达80个以上，展会

厅、沙滩或者草地，还可以选择到游艇上举办

总使用面积达160多万平方米，累计100万参

会议活动。”

观人次。

44 MICE NOW

此外，三亚已逐渐成为国内首屈一指的

Conrad

g Bay Haitan Sanya 得酒店 莱 康 湾 三亚海棠

高尔夫爱好者的必去之地，这无疑吸引了大量

示，免税店为客人提供了全新的旅游体验，其

的MICE客源。“在三亚文华东方酒店周边一

超旺的人气已经成为国内外游客最青睐的“景

小时的车程之内已有超过10个世界级的高尔夫

区”之一。

球场。”该酒店的市场销售总监马静（Linda Ma）说。

日前，海南省政府和中免集团携手争取 进一步放宽免税政策。如果目前上报的方案获 准，免税额度有望从5000元/次，每年两次，

在三亚举办的金砖峰会 向世界展示了其一流的 旅游资源和成熟的会议 接待能力

46 MICE NOW

荟萃人文特色的消费天堂

上升到最高10000元/次，每年四次。这无疑

根据最新胡润百富对国内资产过千万元的高端

将极大地激励国内游客，推动三亚当地的旅游

消费者进行调研，发现三亚、香港和云南分别

经济更上一层楼。

位列高端消费者最受欢迎的国内旅游目的地的

在三亚，令游客流连忘返的绝非仅限于

前三名。在拥有度假房的被访者中，有近三分

奢侈酒店的豪华体验和购物消费的快感。当地

之一的人将度假房选址在四季宜人的三亚。国

的风土人情和海南独有的黎族文化同样吸引着

内游客依然占据着三亚旅游市场的大片江山，

海内外游客驻足体验。从“南山佛教文化苑”

三亚多家酒店近八成的客源来自中国大陆。

到“天涯海角”，自然景观和人文特色的融合

借助国内奢侈品消费的火热趋势，去年4

是三亚的一大特色。酒店也纷纷打出“文化招

月在三亚开业的免税店为三亚旅游增添了新亮

牌”，为MICE旅游的当地体验增添更浓的文

点。海南也成为继日本冲绳、韩国济州岛、中

化韵味。

国台湾金门和马祖之外，全球第四个实施离岛

三亚万豪度假酒店的高锦洪介绍道，酒

免税政策的区域。据统计，自开业以来日均游

店的服务员会用当地的海南话“Lu Ho!”接待

客量超1万人次。与此同时，在离岛免税政策

入驻游客，并送上用椰壳和贝壳制作而成的项

推动下而诞生的三亚海棠湾11万平方米的免

链，以及带有热带花果味的欢迎毛巾等，使得客

税店一期工程也正在火热建设中，预计2014

人在度假之初就对当地文化有亲切直观的体验。

年将正式投入使用。三亚万豪酒店的高锦洪表

来自三亚文华东方酒店的市场销售总监

Renaissance Sanya Resort & Spa 三亚万丽度假酒店

CITY SPOTLIGHT 城市焦点

Fresh air: tropical escape ideal for MICE events 新鲜空气：热带三亚为MICE活动提供绝佳场合

马静说，游客还能够参观黎族和苗族的村庄，

需求还将节节攀升，尤其是在冬季。因此，我

体验正宗的中国式海岛生活方式。

认为高档酒店的需求远远没有达到市场饱和的

在餐饮方面，各家酒店几乎都结合当地

程度。”

饮食特色，提供不同主题和风味的选择。三亚

据业内人士称，海棠湾的竞争对手绝非

湾海居铂尔曼度假酒店主推以粤菜为主的中餐

三亚当地的亚龙湾，而是夏威夷等世界著名的

厅，同时提供海南本地特色美食，并经常推陈

海滨度假圣地。海南省旅游发展委员会在年初

出新地推广中国各地风味佳肴。

率队抵达美国，推广针对国际游客的免签证入 境的宽松政策。

放眼海外

然而，要成为真正的国际旅游目的地，

作为开发国际旅游海岛的一个重要项目，三

三亚仍需突破空运上的瓶颈。目前，三亚还尚

亚海棠湾如火如荼的建设始终备受瞩目。自

未开通任何国际航线，海外的游客必须经停香

2008年来，海棠湾在5年内已完成的固定资产

港或中国大陆的其他城市转机才能到达三亚。

投资高达239亿元，希尔顿逸林、康莱德、喜

文化东方酒店的马静说。

来登、万丽和凯宾斯基等世界高端酒店品牌抢

不过，当地政府正大力向海外市场推广

占了开业先机。到2020年，海棠湾的五星级

赴海南旅游项目。三亚湾海居铂尔曼度假酒店

豪华酒店将达25家之多。

的总经理何瑞佑（Gilles Hervieux）认为，随

然而，在酒店品牌密集扎堆的背后始终不

着新机场的建设，三亚的海外客源市场也将不

乏业内对其市场饱和度的质疑。目前三亚四星

断壮大。据悉，今年9月始，韩国的酒店和航

级和星际酒店的总数已超过80家，高端酒店之

空包机公司将率先开通首尔至三亚、首尔至海

间的同质化竞争明显，加之今年提前到来的旅

口的直航包机，标志着海南岛积极开拓韩国游

游淡季，海南的旅游市场面临重重压力。

客赴海南的的旅游市场。

对此，三亚海棠湾凯宾斯基酒店的麦希尔 持乐观态度：“市场对高端住宿和大型活动的

依托天时地利以及政策优势，三亚在成 为国际型MICE城市之路上必然潜力无穷。

Mandarin Oriental Sanya 三亚文华东方酒店

MICE NOW

47

慈善助力 点燃绿色梦想 万豪国际酒店集团举办慈善高球锦标赛，筹集善款支持环保事业

Marriott International organizes charity golf tournament in support of green causes 活动 | Event Brief

挑战 | Challenges

亮点 | Highlights

慈善机构根与芽与万豪国际酒店集团再度携

此次高尔夫慈善赛是万豪集团中国区年度的重

在酒店赛前出色的宣传力度下，共吸引了128

手，于2012年6月1日在上海滨海高尔夫球场

要活动之一，要求上海和周边地区总共20家酒

位国内外球员的热情参与。他们在打球的同时

举办为期一天的第十一届上海地区万豪慈善高

店密切配合。“今年活动的最大挑战在于，由

尽情享受各式美食和服务，并积极参与抽奖等

球锦标赛，旨在为根与芽机构的“百万植树计

于赛事的提前，酒店必须在比去年更短的时间

活动，对慈善高球赛作进一步的支持。其中4

划”筹集善款。上海及周边的共20家万豪集团

段内筹办所有事务，”上海龙之梦万丽酒店的

名获胜者还有机会参加今年后半年将在三亚举

旗下的酒店协同筹备，活动共吸引了128名人

总经理Robert

办的万豪总统杯高尔夫锦标赛。

士报名参加高尔夫球赛。

求我们高度集中的注意力，以及各个酒店之间

“我们的球员和供应商纷纷对于我们呈

比赛于早上8点正式开始，选手在18杆洞

和商业伙伴高效的沟通。为此，我们组织每周

现了在上海独一无二的一流高尔夫赛事表示肯

的球场上一决高下。在每个球洞的周围还设有

例会，活动的任何进展即刻更新，保证准备顺

定，”Lohrmann说，“在激烈的赛场上又有

临时帐篷，供球员享受由万豪集团旗下的各家

利按照日程发展。”

主题餐饮的点缀，让选手们沉浸其中，对他们

Lohrmann介绍说，“这就要

酒店和赞助商提供的各式主题茶点。赛后，主

就室外活动来说，天气永远是一个难以预

办方还安排了一场鸡尾酒宴，由各家万豪酒店

测的因素。幸运的是，当天的气候非常适宜打

提供经典菜肴。酒会接近尾声时，万豪集团宣

高尔夫球。同时，每一个球洞的发球台上的餐

布此次活动共筹得35万元善款，并为根与芽举

饮服务，如生鱼片、冰淇淋、牛排、生蚝和香

行了支票签发仪式。万豪集团希望通过活动筹

槟酒等由参与的各个万豪酒店和赞助商提供，

动，”根与芽慈善机构对活动给予了高度的赞

得100万元善款，用来在内蒙古地区载种4万

在运餐时间和数量上都要求精准的统筹安排。

扬。“对于万豪集团致力于保护生态环境和充

棵树苗。酒店预定在今年的9月15日还将邀请

这些餐饮点心结果大受选手欢迎，布置风格各

分调动商业伙伴给予我们公益事业的支持，我

所有的参赛选手参加Black Tie慈善晚宴。

异的展台也增添了比赛的休闲趣味。

向他们表示十分的敬意。”

48 MICE NOW

来说无疑是在办公室外精彩的全天体验。”

反馈 | Comments “在上海，这是一场无可比拟的高尔夫活

Case study 案例分析

创新无限 服务周全 三亚万豪酒店精彩承办英孚全球研发中心精彩会奖之旅

Sanya Marriott Resort & Spa plays host to EF Labs Offsite 2012 活动 | Event Brief

内摆设1张长桌、3张宴会椅。在各部门同事的

一场精心筹划的团队建设活动安排在会议

2012年6月11日至15日，2012英孚全球研发

齐心协力下，前后仅用了45分钟的时间。会议

最后一天的晚宴后。海风拂面，在酒店450米

中心会奖之旅在亚龙湾扬帆起航，为期五天四

的第三天，同样要求利用客人午餐的时间将22

绵延的私家沙滩边上演了一出假面篝火晚会，

夜的行程包括讨论公司发展远景、创新竞赛、

个独立隔间翻为200人的剧院式摆台，宴会厅

大家纷纷换上休闲风的着装，戴着威尼斯面

户外颁奖晚宴和沙滩篝火晚会。共有197名公

的同事们依旧在一小时内完成任务。

具，围着篝火舞着、跳着、踩着浪花嬉戏着， 所有因白天竞赛带来的紧张情绪已然一扫而

司员工参与此次会奖之旅活动。

挑战 | Challenges

亮点 | Highlights 酒店总经理高锦洪先生及管理层在大堂，热情迎

光，取而代之的是在“天下第一湾”亚龙湾尽 情拥抱沙滩与大海，每位客人都开心而归。

由于会议规模较大，对于酒店来说最大的挑战

接英孚全球研发中心的首席执行长官比尔·费歇

是房间入住以及会场会议之间的翻台。

尔先生和来自世界各地的与会精英们，包括美

反馈 | Comments

国、德国、法国、瑞典、意大利的同事们。

英孚招聘顾问蔡云琦小姐表示，感谢三亚万豪

参会宾客多达200人，分为2个下午时间 的航班到达酒店，入住时间非常集中，因此酒

活动在店期间，宴会统筹部24小时待命，

全体工作人员出谋策划，这次5天的会议之旅

店根据航班的信息精心安排，提前准备好105

随时为与会者第一时间解决任何问题。这次活

令人欣喜，非常成功。在这椰影婆娑、蓝天碧

张房间钥匙交给与会方，保证每位客人到店之

动中的一个会议主题是大会方将与会人员分为

海中，我们竞赛、共勉、娱乐共冶一炉。通过

前都领到自己的房卡。

22个小组，每组成员自发创新，拍摄关于公司

这次创新的会务活动，令全球的同事更加团

本次会议行程安排得相当紧凑，在第二天

题材的DV进行评比比赛，所以会场的布局要求

结，从而更有激情投入到将来的工作，正是

和第三天的会议过程中分别涉及到1次翻台。

配合其主题。经验丰富的同事们将整个会场按

我们想要的。

次日，酒店需在客人用午餐的两个小时之内将

总人数分为22个独立展示区，使得大家可在各

200人的课桌式翻为22个独立隔间，每个隔间

自的空间区域内独立思考、自由发挥。

MICE NOW

49

览浦江美景 品精品会议 专访东方商旅营运执行长 畢嘉瑋Joseph Pi

Interview with Joseph Pi, Chief Operating Officer of Les Suites Orient 上海的外滩已聚集了众多的国际高端酒店品

东方商旅营运执行长畢嘉瑋Joseph Pi

牌。当初酒店选址于此的初衷是什么？ 众所周知，全世界的中心聚焦于中国，而中国 的商业中心无疑在上海，上海的中心又在外 滩。因此进驻外滩对我们的酒店品牌可谓是非 常加分。虽然当时在外滩两岸已聚集众多的高 端国际酒店品牌，但我相信这是值得一试的， 并且我始终认为不一样的擂台会训练出不一样 的拳击手。在台北，我们接触到的竞争对手品 牌和在外滩接触到的完全不一样。我们在外观 设计和制定业务的初期就在考虑如何做到品牌 差异化。外滩绝对是一个大池塘，这个大池塘 绝对有很多大鱼。我们相信如果一旦在外滩可 以做到在质量，利润和市场定位方面都胜出一 筹的话，这个品牌就能够更上一层楼。 酒店在外观设计上的“差异化”具体体现在哪 些方面？ 酒店的设计团队和品牌创办人刘董事长始终在 思考如何把中国的元素带入酒店中。最终我们

源于中国的水乡。最重要的一点是，董事长把

我们这边的MICE团队几乎都是小型的，包括

他多年个人收藏的古物陈设在酒店的各个位

总经理会议，董事会议和区域高管等各类高层

置。大堂内的第一架世博钢琴也成为酒店文化

会议。他们追求的是私密，不受打扰的会议体

的标志。酒店行业是一个强调全面性美感的行

验。我们为此发展出了一个新产品，即Board

业。在一个空间内强调它的历史感是我们想要

Member Meeting (董事会议)。我们酒店的特

传达给客人的信息。

性可以契合到MICE中非常小众的董事会议需 求。全方面的贴身服务和私密是我们酒店吸引

在服务方面，酒店有哪些与众不同的理念？

MICE客源的特色之处。

选择沿袭台北商旅极简的风格，彰显低调的奢

我认为，酒店卖给客人的不单单是一张床或是

华，同时融入中国的传统元素。我们发现这样

一顿早餐，更重要的是一段时光。只要有任何

酒店会为每位MICE客人提供哪些服务？

的设计特别受到欧洲，美国和日本三地游客的

可以取悦于客人的方面，我们的第一线同事，

我们针对每个MICE团队都会配备一名专门秘

青睐。他们可能需要的是一种亲切感和私密

不论其职位高低，都可以在当下做决定，无需

书负责统筹安排客人的需求，简化客人询问的

感，而非表面上的光鲜奢侈。我还常常听到我

通过层层批准。例如，我们常常会帮客人拍

流程。只要有MICE团队入住，我们还会制作

们的顾客用“solid”这个英文单词来形容在我

照，并在客人办理退房手续时立刻把照片洗出

一本 “Shanghai Holiday”的册子，便于客

们酒店的体验。或许对他们来说，在上海这个

来送给客人。这些很人性化的服务对我们来说

人了解外滩附近的餐饮和娱乐设施。据我们观

活跃的经济市场忙碌一天后，回到我们酒店感

反而成为了一项“标准作业流程”。身处酒店

察，现在商务差旅和休闲体验的需求已经越来

觉非常的沉稳。

行业的人，每一天都在经历客人的人生，我们

越难以明确地划分开。我们的MICE客源通常

也很乐意成为客人人生中的一个配角。

也是全球范围内的高层人士，因此我们会特意

酒店在内部装饰上运用了哪些元素给客人以沉

在总统套房安排鸡尾酒会等，为大家创造一个

稳的感觉？

酒店在MICE方面的客源组成如何？

首先我们利用大量的公共空间以营造宽阔和舒

在台北商旅，几乎80%的客人是商务客人，

适感。其次，我们运用了相当多的天然原料，

其中有约20%是MICE的客源。外滩更主要的

您认为国内MICE行业发展的主流趋势有哪些？

比方木头，铜和大理石，这三种材料是构成了

功能是一个旅游的区域，我们入驻上海后把休

我认为将来MICE发展的趋势将集中在有观光

我们酒店的主要元素。第三，中国元素以画龙

闲度假游方面的客源当做主力。目前东方商旅

资源的城市。就国内MICE来说，我看到了杭

点睛的方式融入酒店。例如我们于大堂钢琴上

大约有六成的旅游客源，四成的商务客源，其

州的成功。大家已经不再习惯于正襟危坐的会

方的设置的陶艺阁。酒店二楼的门，其灵感来

中MICE客源比例差不多占8%-10%。来到

议，MICE活动也将追求轻松自在的氛围。

50 MICE NOW

交流互动的平台。

interVIew 经理专访

历久弥新的商务会议 专访上海四季酒店驻店经理布祺司 Fredrik Blomqvist

Interview with Fredrik Blomqvist, Hotel Manager of Four Seasons Hotel Shanghai 并有效提供完美的解决方案。 当我们共同合作时，我们的效率是最高 的。我相信我们是真正的团队，人多力量大。 我们必须理解我们的客人，同时也很乐意为他 们创造惊喜。 酒店如何做到在周边众多的商务型酒店中脱颖 而出？ 上海四季酒店提供大量灵活多变的会议和活动 场所供客户选择。特色包括充分的自然采光和 时尚装饰风格，以及最新高科技设备和服务支 持。即使发展迅速，并有其它新的发展，我们 的主要战略仍是以人为本，上海四季酒店依然 注重为每一位客人提供最好的服务。多功能会 议室的人数限制确保服务团队为客户提供全心 服务，而不受其他同时举办活动的干扰。 最后一点，员工是我们最重要的资产，也 是我们成功的关键——我们坚持以深厚的个人 上海四季酒店驻店经理布祺司 Fredrik Blomqvist

服务理念提供品质超群的服务体验。“己所不 欲，勿施于人”是我们做事的圭臬。四季酒店 50年的成功根植于我们对待来宾、客户、商业 伙伴及员工方式。 酒店目前遇到的主要挑战是什么？有哪些应对 措施？ 当前的主要挑战是在某些市场供大于求。不过 我们在这个充满竞争的市场中表现出了极大的 创新性！我们不断挑战常规，总是用更新更好 的方式攫取并留住商机。竞争是一种健康的手 段，而且总是创造新的机遇。我们必须消除障 碍，通过提供“四季”服务，在竞争者中脱颖

作为上海知名的商务酒店之一，四季酒店是如

餐饮和休闲方面，我们拥有经验丰富的餐

而出。

何吸引MICE客源的？

饮服务团队，本着对细节的极大专注，提供令

作为全球领先的豪华酒店，四季酒店因服务文

客人无可挑剔的服务。酒店的沁Spa提供放松

去年酒店的MICE客源主要来自哪些行业？

化和举办各种一流的特别活动而闻名遐迩、备

的Spa水疗服务和特色按摩，让与会者在一天

我们的主要会展奖励旅游客户来自银行、金

受推崇。首先，上海四季酒店拥有充足的会议

或半天成功的会议之后，体验舒缓身心，让灵

融、咨询、教育和医药行业，同时包括贸易和

设施，其中包括690平方米的宴会厅，可分隔

魂新生地感觉。

制造部门。我们不断寻求新渠道获得更多国内

为两到三个私密空间，是上海最大的宴会厅之

会展激励旅游的商机。

一。其它的会议室全部配有景观大窗户，自然

在您看来，举办一场成功地商务会议的关键因

采光充足。

素有哪些？

您看到在上海地区的MICE行业有哪些新的发

此外，酒店地位于城市商业区中心便捷

很显然，由一支富于活力、经验丰富的员工队

展趋势？

的市中心地理位置，毗邻主干道与高架路，为

伍协助组织者打造活动，才能创造真正令人难

上海是一座充满活力、生气勃勃的城市，有很

来自国际和国内机场的与会者提供方便的交

忘的成功经历。在活动策划过程中，与组织者

多令人动心的东西！随时随地都在产生新的发

通。我们的行政会所与商务中心能够提供定制

的完美沟通和贴心建议是确保活动从头到尾完

展动向与机遇。如果我必须只专注于某一种趋

的个性化商务服务。3间小型会议室方便客户

美无缺的关键。诚然，作为东道主，我们必须

势，将会左右为难。而我会集中全部精力，主

获得额外服务。

对会议过程中任何挑战和临时变化反映灵活，

攻快速扩张的国内会展奖励旅游业。

MICE NOW

51

闹中取静的都市MICE 专访上海绿地万豪酒店总经理缪建伟Jerry Miao

Interview with Jerry Miao, General Manger of Shanghai Marriott Hotel Luwan 请问酒店在做MICE业务方面有何优势？ 从酒店开业至今一年多来看，我认为绝佳的地 理位置是酒店最大的特色之一。酒店所处位置 的原址是江南造船厂，据说当年李鸿章选址也 考虑了风水的因素。“卢湾”这个地名也有聚 宝的意味，因此历史人文的底蕴颇为深厚。除 了近在咫尺的滨江公园外，酒店当地区政府正 蓬勃开发新的中央商务区域，酒店周边的大型 消费中心也将于今年9月底正式开业。这为酒 店带来了充沛的商业资源优势。除了毗邻高档 写字楼，酒店隔江便来到梅赛德斯奔驰文化演

上海绿地万豪酒店总经理缪建伟 Jerry Miao

艺中心。 因此，我们酒店的地理位置可谓是独一无 二，为客人创造了一个便利但较为私密的商务 和休闲环境。这对于MICE团队无疑颇具吸引 力。酒店白天静谧的环境让与会者全神贯注于 会议培训中，而晚上，客人即可选择享受酒店 内惬意舒适的环境，例如他们可以选择到位于 顶层的露天酒吧“玉吧”俯瞰迷人夜景，也可 在10分钟的车程内到新天地等市中心，体验都 市的繁华活力。

定在绿地万豪酒店。

迄今为止酒店接待过的MICE买家主要来自哪

根据您在酒店行业的经验看，您认为做好

业人才，现在的年轻员工普遍更看重职业的长

些行业？

MICE活动的关键在哪里？

远发展。万豪酒店80多年历史始终秉持着关心

我们的MICE客户主要集中于医药行业，知名

我在酒店行业工作已有23年头了，我认为所

员工的核心文化。酒店长期提供大量的员工培

客户包括有美国的强生公司、默克集团,

以及

谓的关键实则很简单。酒店是一个以人为本的

训，帮助他们看到清晰的职业晋升道路，明确

周边的大型医院。制药行业需要定期召开大

行业。一个值得思考的问题是，在硬件设施已

目标。我们会鼓励员工尝试新的挑战，集团内

型研讨会，酒店拥有650平方米豪华无柱宴会

经成型的前提下，我们如何让客人体验到与众

部的调动制度也相当灵活。

厅，很适合接待300-400人左右的医药团队。

不同的服务？酒店的核心优势还在于我们拥有

还有多间会议室可灵活做成隔间，满足客人各

一支成熟、富有经验的管理团队，在服务中秉

今年下半年酒店在MICE业务上有什么预期和

式需求。

承“万豪文化”，让客人感觉在酒店的时光更

目标？

加温馨和具有人情味。

MICE是我们酒店至关重要的一块业务。我们

来说，行业内普遍的员工高流动率也是一大挑 战。仅仅是薪资上的竞争力已不足以留住酒店

由于酒店距离梅赛德斯奔驰演艺中心只有 10分钟的车程，并配有充沛的江景房，还吸引

每逢大型活动前夕，酒店的销售和市场

已经把会议策划者也纳入全球的“万豪礼赏”

了许多演艺界的客人。在2011年接待过的演

团队都会召集包括总经理在内的相关部分主

奖励计划，每签约一个活动合同就可享受万豪

艺团队包括有参与“滚石30周年”演唱会歌手

管，尽可能地考虑各种周详的计划。从详细介

酒店的积分或飞行里程，既是对他们努力付出

和国内知名电视剧的新闻发布会。其中，滚石

绍分析MICE团队的背景、对活动的期望，到

的肯定，也是促进MICE业务的积极拓展。

活动的主办方是在通过层层精心筛选后，最终

策划如何应对各种潜在的挑战，以及明确确保

选定让演出艺人入驻我们酒店，因为我们低调

会议成功举办的关键点等。可谓事无巨细，事

您认为上海的MICE市场会有哪些新机遇？

的氛围很契合明星不被打扰的需求。

必亲躬。

相对欧美市场的疲软，中国经济依然保持高速

此外，由于酒店的业主方是绿地集团，我 们也有大量来自房地产行业的客户，承办和组

我相信员工间优秀的团队合作意识也会带 给客人强烈的感染。

织行业的高峰论坛和会议等。当然，大型的跨

增长，发展MICE产业的空间依然相当巨大。 参照美国的拉斯维加斯或是中国的香港， 都能看到MICE市场的巨大刺激作用。我认为

国公司的亚太区域会议也十分青睐我们酒店。

酒店目前面临哪些挑战？有何应对措施？

酒店行业与上海市政府可以更加紧密地合作，

新加坡的Rhodia公司今年在酒店的活动结束

目前的市场环境竞争固然相当激烈，无论是从

把上海打造成MICE友好城市，甚至是世界型

后立刻就决定把公司明年全球年会的举办地也

新开业的酒店增长的数量和速度来看。对我们

的MICE之都。

52 MICE NOW

Green Meeting in Guangzhou The Largest Ecological Resort and Convention Center in China With thousands of acres of greenery and five adjoining theme parks, Chimelong Hotel, the largest ecological resort in China boasts the most peaceful and natural environment, providing the superbly relaxing and private oasis for your holidays and business trips.

There are 1,500 ecological rooms and suites which are featured with animal themes. Walking into the room, your eyes are filled with green and you feel like being in a tropical rainforest.

Relax yourself on the balcony of the “White Tiger Room” which is the most popular room type among customers, you even can feel a royal enjoyment with an exclusive view of the animal island area where the snow tigers live in.

The dining experience here is unprecedented as well. There are five restaurants and two bars for

your choice. Escape away from the hustle and bustle of the city, enjoying selected international cuisines and a variety of delicious desserts which make up your trip with an impeccable taste.

Furthermore, Chimelong Hotel has an International Convention Center, which is one of the largest international convention centers in South China. The whole building is for you to hold commercial banquets, conferences, wedding parties, and etc. With high ceiling and the state of art technical support, it includes a 6,000sqm Convention Hall that ready for any convention and exhibition intended. 39 fully flexible deluxe multi-function rooms can cater for meetings and seminars. The hotel’s Conference and Banquet team provides professional and personalized services to ensure the success in every event that undertakes with us.

长隆酒店: 全国最大生态主题酒店及会议休闲度假中心 长隆集团倾力打造中国最大的生态主题酒店，地

新美食各色选择。白虎自助餐厅，拥有1000个

处中国5A级精品景区 - 长隆旅游度假区的中心地

宽敞舒适餐位，是全国唯一放养白老虎和火烈鸟

段，总建筑面积达36万平方米。酒店的风格强调

的自助餐厅，不但环境独一无二，大厨的匠心更

狂野而高贵，蕴含岭南客家围楼精神，重现远古

胜一筹，每一次都会带给你不同的就餐惊喜体

呼唤，再次创造了长隆独特的新风格。长隆酒店

验；麒麟中餐厅，由广东名厨打理，为您制作地

左揽长隆欢乐世界，右依香江野生动物世界，后

道考究的粤菜；彩蝶谷美食廊，无国界餐厅，食

傍广州鳄鱼公园，与长隆水上乐园及长隆国际大

街风格；帕图斯扒房，拥有无与伦比的空中花园

马戏为邻；酒店更拥有全中国唯一放养白虎及火

景观，清幽雅致，在轻曳举杯之间，享受尊贵生

烈鸟的中庭花园，咫尺之隔饱览大自然的奇妙造

活；更有孔雀廊，360度的动物岛景观，让您轻

化，让您亲身体会非洲草原的自然气息。

松品茗；怀石料理日本餐厅，精益求精的和风美

1500间生态主题客房，环绕着中庭动物

食，更是一场视觉盛宴体验。

岛，雪虎、仙鹤等珍稀动物与您共眠。走进房

更值得一提的是，长隆酒店国际会展中心是

间即走进了热带雨林，满目青葱。床枕如云朵柔

中国南方地区最大的国际会展中心之一。6,000

软，淋浴如山间清泉纯净。推开窗，即现全球

平方米大型场地，39间灵活组合豪华多功能会议

360种欢乐，笑声欢颜与您共分享；关上窗，全

厅，满足各类会议及婚礼的高技术要求。专业的

球领先的静音系统为您服务，让您枕着安宁谧入

销售、服务团队和完善的会议设施设备随时准备

梦乡。

为您提供一流的会议、展览和宴会服务，为您的

酒店提供从东方到西方，从经典美食到创

商务会议和宴会带来成功的保证。

Chimelong Hotel: Panyu Avenue, Panyu District, Guangzhou, P.R.China Tel: 020 8478 6838 Website: www.chimelong.com Weibo: t.sina.com.cn/chimelonghotel Transportation: Get off at Hanxi-changlong Station on Line 3. There are shuttle buses available at Exit E of the station.

长隆酒店: 广州市番禺区番禺大道， 电话：020-8478 6838 官网：www.chimelong.com 微博：t.sina.com.cn/ chimelonghotel 交通： 地铁3号线汉溪长隆站E出口，提供免费穿 梭巴士接送。

Industry update 行业新闻

亚太区第二家英迪格酒店于 厦门开业 洲际酒店集团旗下精品酒店品牌英迪格近日在 厦门开业其亚太区的第二家酒店。作为华南地 区第一家国际品牌精品酒店，厦门英迪格共设 有128间客房，包括8间套房。酒店的四个会 议室及多功能室可随时迎合不同规模的活动需 求。所有会议室均提供无线连接设备。酒店14 楼的大型露台也是各种贵宾商务活动和社交聚 会首选。

喜达屋集团任命陈凯为舟山 喜来登绿城酒店总经理 陈凯先生于2012年6月底被任命为舟山喜来登 绿城酒店总经理。陈凯先生从事酒店行业20余

金沛出任成都环球中心天堂洲 际大饭店总经理

年间，先后在青岛胶南福朋酒店、无锡万达喜 来登酒店、北京万达铂尔曼大饭店等多家著名 国际级酒店集团担任高级管理职位。作为一名

洲际酒店集团任命金沛为成都环球中心天堂洲

职业酒店经理人，陈先生不仅自身拥有丰富的

际大饭店总经理。该酒店作为成都环球中心天

财务知识和酒店管理经验，同时还对当前的中

堂洲际酒店群的一部分，将于2013年4月开

国市场十分了解。

业。金沛来自奥地利，拥有20多年酒店管理经 验，此前曾担任深圳威尼斯皇冠假日酒店总经 理一职。

张静兴出任会展旅游集团· 天堂洲际酒店群区域市场销售 总经理 张静兴在酒店营运和市场销售方面具有十七年 的管理经验，曾就职于武汉、沈阳、南京和成 都的国际品牌酒店。近期。他被任命为会展旅 游集团·天堂洲际酒店群区域市场销售总经 理。这一庞大的酒店群包括五家已开业酒店和 六家处于开业筹备阶段的酒店。

“万豪礼赏”与携程全球伙 伴合作启动 万豪国际集团的常客奖励计划“万豪礼赏”

四川黑龙滩长岛天堂洲际酒店 任命郑来兴为总经理 郑来兴现加入四川三岔湖长岛天堂洲际酒店和

54 MICE NOW

与携程旅行网联合宣布其全球伙伴合作计划 正式启动。中国旅客在万豪国际集团旗下全 球3,600家参与计划的酒店住宿时，可获得多 种酒店住宿选择及奖励机会。2012年7月5日

四川黑龙滩长岛天堂洲际酒店担任酒店总经理

至11月15日期间参加“万豪礼赏”的携程会

一职，全面负责这两家景区酒店的营运和管理

员，在全球任何一家参与酒店住宿时如选择赚

工作。郑来兴来自马来西亚，拥有24年的餐饮

取携程积分，可获得双倍分数奖励，最多可达

管理和酒店营运管理经验。

50,000分。