INSIDE COVER STORY MEETING TIME MAY 2013
封面故事 嗨，开会啦 CASE STUDY CUTTING TRAVEL COSTS 案例分析 削减旅费开支 ASIA FOCUS THAILAND MAKES A MICE MARK 聚焦亚洲 泰国打造MICE产业奇景
China’s spot to meet
嗨，开会啦！
Thailand’s major tourist cities are garnering attention as world-class MICE destinations
泰国主要旅游城市正作为世界级MICE目的地聚焦市场目光
关于LuxProperty臻品展 缘起于市场上没有一个静心自在 的高档平台，为高端财富阶层集中展示 同一当量的臻品物业。从2009年开创伊 始，LuxProperty臻品展作为一个为全球顶 级物业量身定制的私人展览，仅邀请超富 裕的物业投资者和收藏者，在奢华的氛围 中静心赏鉴梦想居所与艺术生活方式。迄 今已在上海成功举办10届，五年的成功证 明，LuxProperty臻品展在高档物业圈层中 享有最广泛的参与度，并获得超富裕买家的 一致认可。
全球十大顶级房产商竞相首秀 LuxProperty第十届上海臻品物业(春)私人品鉴会 圆满举办
作
为中国最高档的顶级物业私人展 览，LuxProperty 2013第十届上海 臻品物业(春)私人品鉴会日前于2013年4月 13-14日两天在上海美术馆顶层K5会所成功 举办。 全球十大知名地产商纷纷将本届LuxProperty臻品展作为亮相中国市场的独家首 秀平台，带来了精心挑选的臻品豪宅项目，引 起现场买家的强烈兴趣和关注。包括堪称全球 十大地产开发商之一的英国最大开发商Barratt邦瑞、澳洲Sunland、香港兴业集团、美 国AEG集团、塞浦路斯Pafilia、巴哈马Bahama等纷纷展示其屡获殊荣的旗舰住宅。此 次展会期间，邦瑞将首次零距离接触中国买家， 并带来全新的伦敦最佳地标性华宅，向数百位高 端买家分享世界著名的英国皇家建筑品质。 两天内，LuxProperty臻品展共有725 位上海高净值财富买家到场参观，现场达成意 向成交超过2亿元人民币，每个展台平均累计 近100位潜在买家。根据主办方的现场调查及 访问，发现国内高端买家对于海外臻品华宅的 购买意愿非常热切，每套总价为60-120万美 金的项目倍受关注，而主要热门国家仍为英 国、美国和澳大利亚。绝大多数买家表示购房 的目的在于投资、子女教育和移民。同时，不 少买家也开始考虑位于泰国、巴哈马、塞浦路 斯等地的国际奢华度假房产，这些来自著名开 发商的高品质度假项目受到了越来越多中青年 精英阶层的青睐。参展商高层在现场采访中表 示，具有海外生活或教育背景、子女正在海外 留学、追求生活品质的富裕买家是主要的购房 者。国内高端房产方面，位于上海市中心地标 精装公寓以及稀缺性独栋别墅和品牌精装电梯
联排，尽管受到政策面的影响，仍然吸引了众 多高端买家的关注。 品鉴会同期还在现场举办了20场全球臻 品物业及投资移民讲座以及10场关乎财富阶 层高品质生活方式的私人品鉴沙龙，包括名贵 沉香、私人度假、法国葡萄酒等主题，每场活 动都收到高端买家的积极参与。 LuxProperty臻品展最重量级的活动“ 臻品名流晚宴”，邀请到包括社会名流、地产 金融行业精英、企业家、上市公司高管在内的 70位顶级圈层富豪汇聚一堂，在三个小时奢 华私密而优雅的酒会及晚宴中对参展的全球臻 品华宅有了深入的了解，并与参展商决策层进 行了亲密的沟通和分享，充分营造了“静心、 专属、品鉴”的贵宾参观氛围。 本届臻品展也倍受各大媒体关注，来自 报刊、杂志、电视、网络等10多家主流媒体 受邀对参展的地产商及重点项目进行了现场专 访，将产生超过20余个展后深度报道。 经过五年的不断创新、求变、升 华，LuxProperty臻品展业已成为全球房地产 业首屈一指的顶级私人展览，为高端买家和奢 华物业搭建最佳交流平台。第十届LuxProperty臻品展再次打破普通展览的常规格局，让 每位到场贵宾在优雅奢华的氛围中寻找到属于 自己的梦想居所。 第十一届LuxProperty上海臻品物业（ 夏）私人品鉴会定于2013年6月22-23日举行。 媒体联络 电话：+86-21-52286983*108 songyan@kuntai-expo.com www.LuxProperty.cn
MAY 2013
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COVER STORY 封面故事 MEETING TIME 嗨，开会啦！
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CASE STUDY 案例分析
14 CUTTING TRAVEL COSTS 削减旅费开支
Global hotel booking services look to help Chinese firms cut costs 全球酒店预订服务欲助华企削减成本
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嗨，开会啦！ 二三线会展城市走上积极发展会议业之路
“
文｜高歌
我不在中国开会，就在去中国开会
牌建设，促进城市基础设施的不断完善。
的路上。”这句中国网民为政务人
北京、上海、杭州、成都、青岛、南京、
士和商务人士量身创作的口号，形象地勾
贵阳、西安、三亚以及河北、云南的一些
画出中国会议市场的繁荣景象。
城市代表着中国会议城市最领先的水平，
而这又与中国城市的繁荣和发展密不
其中包括很多著名的二三线会展城市。
可分。以政务人士和商务人士最密集的北 京为例，在国际大会及会议协会(Inter-
以国外会展业发展的成功经验来看，
sociation)去年底公布的2011年接待国际
展览与会议比翼齐飞可以构成完整的会展
会议数量的全球城市排名中，跃升到第10
业， 只有既重展又重会，才能更好地实现
位，在亚太地区排名仅次于新加坡。
会展业整体实力的持续提升，更好地带动
在去年11月举行的第五届中国会议产
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二三线城市会议业
national Congress&Convention As-
当地经济社会发展。
业大会(CMIC 2012)上，与会者达成的一
与展览业相比，会议业在展示城市形
致看法是，城市的发展与会议产业的发展
象、促进信息交流、带动经济发展方面作
相辅相成，城市需借助会议的落地推广品
用更大、影响更深远。以往，中国绝大多
COVER STORY 封面故事
数会展城市都“重展轻会”，没有通盘考 虑会展业的发展前途。不过，在中国会展 业整体实力不断提升的过程中，越来越多 的会展城市，其中包括二三线会展城市开 始意识到会议业的魅力，走上积极发展会 议业之路，同时也面临诸多挑战。尽管这
“中国会议业正处于起步阶段，非常需要政府在税收、人才 培养、行业协调等方面给予更多政策扶持和更有力的管理” -- 粟诚 ，贵州胜地会议会展有限公司总经理
些城市发展会议业受到政府的高度重视， 也有良好的发展条件，但是仍有制约其发 展的问题存在。只有发挥优势，弥补不 足，才能真正有效地发展会议业。
作为“中国会展名城”，成都近年
京天安门50公里，古有“天子脚下”之
贵州胜地会议会展有限公司总经理粟
来会展业的发展势头不容小觑。据统
称的河北省固安县，也看好独特地理位置
城在接受记者采访时说，贵阳的会议市场
计，2010年，成都举行各类会展节庆活
所能获得的会议市场份额。从固安县城驱
一年比一年好，2011年该公司承接了30
动382个，展览总面积达到190万平方
车到北京南三环，仅需25分钟，到北京
多个会议，而2010年只有20多个。“只
米，会议总面积达345万平方米，拉动经
首都机场只要40分钟，到天津新港只有1
要硬件条件和软件条件能跟得上，贵阳的
济272.87亿元，直接收入32.39亿元。
小时左右。喜达屋旗下的廊坊固安福朋以
会议业不愁没市场。”粟城如是说。
与北京大兴区仅有永定河相隔，距北
一流的视听技术设备，8家功能灵活 >>
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完善在线支付体系
>> 的活动场地，总面积逾 1750 平米的 会议设施，分流着京津地区的会议需求。 作为大北京经济圈的四大发展城市之一， 会议业促进了固安这座三线城市的形象、 知名度、影响力的提升。 这些城市会议业的发展主要得益于自 身具备的诸多优势，包括气候优势、环境 优势、资源优势和区位优势等。 贵阳市会展办主任何晓军指出，与国 内很多城市相比，贵阳在气候条件、旅游 资源等方面拥有明显的优势，而这些对于 会议组织者与会议代表来说颇具吸引力。 相对于其他城市，有着“中国避暑之都” 美誉的贵阳一年四季都是举办会议的黄金 季节。 此外，与深圳和香港毗邻的惠州，以
二三线城市会议业在很多方面还有
复杂，会费收取周期太长，给主办方带
金海湾喜来登度假酒店为例的集商务与度
待提升，而中国整体的会议业也存在一
来诸多不便。另外，由于汇率的波动，
假双重作用的酒店，座落在有着“珠三角
些发展瓶颈，如在技术支持方面就急需
各种货币之间的兑换也会给主办方带来
最后一块滨海处女地”之称的巽寮金海湾
提升到新的层次。
不必要的损失。
16公里的海岸线上，以热带雨林和苍翠群
清华大学教授、中国决策研究院院
而易宝支付与支付宝、财付通等
长穆兆曦指出，未来中国举办的各种国
这类在线支付系统，实现了境内境
山为卖点。 而厦门，除了整洁的市容市貌、旅游
际会议将越来越多，相关服务体系的完
外与会人员参会注册、会费收取、
景点、宜人的气候以外，鲜明的对台特色
善就变得非常迫切，其中包括中国会议
境内银联卡支付、境外国际卡支付
是其发展会议业一大优势。厦门特区对台
业很不擅长使用，但大势所趋不得不用
(visa、Master、AE、JCB)，美元、英
交流活跃，开展丰富的对台活动，促进两
的“在线付费”支付系统。
镑、日元、欧元等各种货币自动实时汇
岸的交流与发展。
2012年10月，南京财经大学举办
兑，付款金额实时到账，满足境外不同
合肥万达威斯汀酒店则走的是城市化
了第8届国际高级数据挖掘与应用会议
国家参会者的支付需求，并方便承办单
社区路线，坐落在繁华的都市商圈，毗邻
（The 8th international Conference
位或酒店进行会务费用的实时结算、货
万达广场，集大型百货及高端写字楼住宅
on Advanced Data Mining and Ap-
币汇兑等，财务人员实时对账。同时，
楼于一体，打造了合肥市区规模大、档次
plications)，由于是临时性会议，主办
还提供了完备的会议信息采集和查询系
高的城市综合楼体，因其便捷和高端而成
方没有来得及充分准备，自有系统不能
统，方便世界各地参会人员即时查询会
为合肥市内首选。
充分满足参会者信息采集及缴纳费用的
议信息，了解会议动态。此外，对于一
需求。南京财大相关负责人介绍：“当
些临时性、短周期、密集型缴费的会
时由于会议报名、缴费在即，时间非常
议，能与主办方采取项目单独结算的方
紧迫，我们经过多方考察之后，决定采
式，结款周期短，灵活方便，效率高。
定了良好的基础，但在发展过程中问题也
用易宝支付的会议会务解决方案。易宝
因此，诸如易宝支付之类中国领先的独
同样存在。
支付团队连夜加班赶制，在一个工作日
立第三方支付平台所做，就是不断挖掘
相比一线会展城市，二线会展城市承
之内就按照会议需求定制了解决方案，
产业链上下游的支付需求。针对每年举
接的国际会议能力弱、数量少。以厦门为
并成功上线，迅速解决了参会人员报名
办的各种临时性、短周期、跨区域会议
例，其承接的99%以上是国内会议，国际
注册、信息采集、会费缴纳等问题，帮
所存在的问题，打造出一套集会议主办
会议一年不足10个。承接国际会议的数量
我们解了燃眉之急。”
承接实力与国际知名度 各种优势为二三线城市发展会议业奠
方、会场、酒店、参会人员于一体的会
多少、档次高低是衡量这一地区会议经济
通常的国际国内会议，都会采取电
议会务财务解决方案。易宝支付有关人
发展与国际化水平的重要指标。如何提升
汇或者委托酒店代收的方式收取会费。
士表示，该系统将围绕整个会议会务及
承接国际会议的实力和能力，及时掌握国
有时候，会议主办方会在会议正式召开
展览行业，深挖行业支付应用需求，并
际会议市场动向是城市发展会议业需要考
之前收不到钱，需要主办方提前垫付资
将此业务陆续推广到航旅客票、酒店预
虑的重要课题。承接国际性会议能迅速提升
金，而委托酒店在参会人员登记时代收
订、涉外旅游、留学服务、货物贸易等
该城市的国际知名度，有不小的品牌效应，
参会费，又涉及到很多酒店“资金只进
行业，帮助会议承办方和参会者解决参
从而在会议业务的市场推广上助力不小。
不出”的财务制度，后续结算流程相对
会过程中的诸多问题。
如大连这个发展迅速的二线城市，因 近年成功承办了夏季达沃斯、亚欧经济部
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COVER STORY 封面故事
长会议、WTO非正式小型部长会议等一
合要求，最后改在香港举办。
系列高层次的大型国际会议、论坛，承接
近年来，杭州星级酒店数量不断增
能力和吸引力大大增强，国际知名度越发
加，但适合举办国际会议尤其是大型国际
提升，直接加快了该市的经济发展。
会议的场所数量却没有同步增长。据不完
然而，老生常谈的是会议专业人才缺 乏。对二三线城市来说，会议专业人才短
全调查，杭州只有少数酒店类似第一世界 大酒店拥有容纳千人的会议室。
缺是制约其会议业发展不可回避的问题，
分析展览看展馆，分析会议看酒店。
而高级会议管理和策划人才尤为稀缺。尽
会议型酒店是一座城市会议业发展的重要
管中国的一些高校开设了会展专业，但更
基础条件。另外，除有大的空间外，具
多偏重于展览，很少有系统的会议高级运
备无线上网、无线充电等也是国际会议
营管理方面的培训。有些城市已经开始尝
选择会议目的地的重要标准。
试培养本土相关会议专业人才，但是此类
对于酒店业主来说，规模过大的会
人才还需要在实践中积累经验、不断成
议，对场地设施、房间、甚至是服务人员
熟，非5年10年不成器也。
的要求就更大了，而承接频率并不高，开
其次，会议设施相比一线会展城市还
发这类会议市场是否真的有价值呢？或是
存在着一定差距。青岛国际会展中心主任
否能同中国蒸蒸日上、尤其在二三线城市
鞠正球坦言，青岛虽然具备了成为会议目
生意兴隆的大规模中式婚宴相辅佐，从来
的地城市的客观条件，但却没有完善的承
获得足够的赢利点呢？尚有待探讨。
接国际国内大中型专业会议的硬件设施。
“尽管各城市比较重视会议业，但是
近几年，青岛国际会展中心因不具备完善
目前中国会议业正处于起步阶段，非常需
的硬件设施，与120多个大中型会议失之
要政府在税收、人才培养、行业协调等方
交臂。比如，世界华商大会在新加坡举办
面给予更多政策扶持和更有力的管理。”
之后，首站到青岛考察，因会议设施不符
粟城强调说。 MICE NOW
9
Meeting Time Lower-tier cities are fostering the conference industry at full throttle
T
here is a saying for officials and business people in China which vividly reflects the booming state of the conference market in China: “If I am not at a meeting in Beijing, I am on the way to Beijing for a meeting.� According to data on international meetings, Beijing climbed to the 10th position on the global table in 2011, second only to Singapore among Asian cities. But the development of the industry is more closely related to the development of the smaller cities. The main forum for the industry, the China Meetings Industry Conference, 10 MICE NOW
held its fifth annual event in Beijing last November, and the consensus of attendees was that the growth of second- and third-tier cities and the rising of the conferencing industry complement each other. Cities were urged to take all opportunities to hold conventions to strengthen brand awareness and improve urban infrastructure. The most popular conferencing destinations in China today are Beijing, Shanghai, Hangzhou, Chengdu, Qingdao, Nanjing, Guiyang, Xi’an and Sanya. Heading For Smaller Cities The success stories of MICE industry expansion around the world indicates
COVER STORY 封面故事
that both exhibitions and conferencing are important and should be given equal attention. MICE’s capabilities are propelling regional economies to the next level. In contrast to the exhibitions industry, the conferencing business plays a more important role in terms of presenting a city’s image and promoting economic development. Most MICE destinations in China used to focus on organizing exhibitions while putting lower priority on opportunities for holding meetings. But as China’s MICE industry continues to grow, local cities are changing their attitude. The trend to bolster the meetings market generally has a high level of support from local governments and enjoys various preferential policies, including subsidies in many circumstances. The general manager of Guizhou Shengdi Conference & Exhibition Cor-
poration, Su Cheng, said in an interview that the meetings market in Guiyang has grown significantly in recent years, with more than 30 major meetings held in 2011, up from 20 plus ones in 2010. “There are significant opportunities for the further expansion of Guiyang’s meetings market as long as related infrastructure and services are in place,” he said. As a city famous for a long history of organizing conferences and similar events, Chengdu has strong momentum in the evolving national MICE industry. Chengdu hosted close to 400 major events in 2010 and has exhibition space totaling 1.9 million square meters and meeting space of 3.45 million square meters, which together pull in direct revenues of RMB 3.24 billion, and indirect income of RMB 27.3 billion. Another example is Gu’an County in Hebei province, just 50 km from
the center of Beijing and for centuries dibbed “the county beneath the emperor’s feet”. The area is expected to become an important center in the Chinese conferencing industry given its close proximity to various traffic hubs, only 40 minutes from Beijing’s Capital Airport, and around one hour from Tianjin Port. Langfang Gu’an Fupeng Hotel, operated by Starwood Hotels and Resorts, caters for the meetings market of the Beijing and Tianjin areas with its stateof-the-art technical equipment and over 1,750 square meters of convention space and eight multi-purpose event locations. Though on the third tier city list, as one of the four developing cities in the ‘Greater Beijing Economic Circle’ (Beijing-Tianjin-Hebei), Gu’an County is building its influence and reputation. Many cities are expanding their meetings market by leveraging such competitive elements as climate, environment, >>
MICE NOW
11
Online payment systems need improvement
Although second and third tier cities need to improve many facets of the conferencing industry, China as a whole also faces challenges that hinder the industry’s development, such as the highly technical issues involved with online payments. Mu Zhaoxi, a professor at Tsinghua University and president of the China Decision-making Research Institute, said that given the outlook for more and more international meetings to be held in China in the future, there is an urgent need to upgrade the relevant service systems, including “online-payment systems” which are currently lagging in China and must be improved to follow the trend of the industry globally. At the 8th international Conference on Advanced Data Mining and Applications (ADMA 2012) last November, Nanjing University of Finance & Economics, the organizer, had not prepared well in terms of collecting fees from attendees. Given that the tight deadline for launching registrations and fee collection, the university decided to adopt a convention and event solution provided by YeePay. The Yeepay team worked overtime
12 MICE NOW
and managed to put together a solution within one business day. International and domestic convention planners often authorize hotels to take in membership fees using telegraphic transfers. Organizers failed to receive many fees until the start of meetings and have to pay up-front for attendees. But authorizing hotels to charge fees when people come to register doesn’t gel with the accounting systems of many hotels because of the relatively complicated settlement processes sometimes involved. In addition, currency exchange can cause organizers unnecessary losses. What China’s leading independent third-party payment platforms such as Yeepay are striving for is to explore payment demand from upstream to downstream businesses. To offset the problems faced by convention planners, industry players need to create tailor-made solutions which take into account the concerns of planners, venues, hotels and attendees. Sources in YeePay also said they plan to provide solutions that focus on the MICE industry at all levels in their quest to play the role of troubleshooter for convention planners and attendees.
>> resources and location. Xiaojun He, director of the Guizhou MICE Office noted that the city’s position in the market is strengthened by such factors as climate and tourism attractions, which are very attractive to conference planners and attendees. Its mild climate allows Guiyang to host conventions all year around. What’s more, as neighbors of Shenzhen and Hong Kong, Huizhou is another city that boasts great MICE venues. Taking Sheraton Huizhou Beach Resort as an example, located on 16km coast line of ‘the last piece of virgin land in the Pearl River Delta – Xunliao Golden Coast, the hotel featuring both business and resort facilities sets itself apart with the selling point of rainforest and green mountain scenic spots. As for Xiamen, besides favorable conditions in city image, tourism attractions and climate, its attachment to Taiwan is a great advantage as well. Xiamen Special Economic Zone is always taking an active part in initiating large amounts of exchanging activities circling Taiwan, with the aim of promoting cross-strait communication and relationship. Another ideal place for holding meetings is Hefei. Situated in CBD and next to Wanda Square, Wanda Westin Hotel there is more like an urbanized community which integrates the functions of major department store and high-end office building. The hotel now has edged itself onto the top list of convention venues among Hefei hotels with its advantage of convenience and quality and ranks as the largest high-end commercial complex there. Hosting capacity and international reputation The listed advantages have laid a solid foundation for lower-tier cities in fostering convention business but not enough to cover the problems confronting ahead. For now, secondary cities still lag behind tier-1 MICE destinations in
COVER STORY 封面故事
terms of the meeting hosting number and service quality. Citing Xiamen for an example, 99% meetings the region hosted were domestic ones, with no more than 10 international conferences on annually. The number and standard of meetings are critical factors in assessing how the region develop its convention economy and initialize international campaign. Therefore, keeping a close eye on the meetings market trend and augmenting the capacity in hosting international conferences are important tasks that need to be paid attention to. Playing host to conventions could catapult a town to global recognition and serve as a driver to ramp up marketing in the sector. Like Dalian, a fast-growing 2nd tier city in China, has come into the spotlight by hosting a series of highlevel major international conferences such as summer Davos Forum, ASEM Economic Ministers’ Meeting, WTO Informal Ministerial Meeting. Thanks to those opportunities, not only the region’s capability of hosting events, but also the attractiveness and economic development speed of the city has moved up the ladder. However, there is no denial that human resource shortage in meetings industry, especially the lack of professionals who have know-how in senior conference management and planning has always been a concern. For 2nd and 3rd tier cities in particular, the problem needs to be resolved before expanding meetings sector. Although some colleges in China have already introduced MICE majors, most contents of the course are about exhibition, with senior management and operation lessons rarely being delivered. Some cities have embarked on personnel training, but staff in this sector still need to learn from daily work and have difficulties advancing their careers. In addition, lower-tier cities still lag behind 1st tier city in conference facilities. Ju Zhengqiu, director of Qingdao
International Convention Center, noted that although the circumstance is favorable for Qingdao to become a convention destination, its hardware needs to be upgraded. In recent years, QICC has lost almost 120 orders for holding mid to large sized meetings for its infrastructure disadvantage. For instance, Qingdao was originally selected as the next potential destination to hold World Chinese Entrepreneurs Convention after Singapore, but was eventually defeat by Hong Kong after its facility being considered as unqualified by field assessment team. Star hotels in Hangzhou spring up in recent years, but the location for holding international meetings, large ones in particular, does not catch up. According to incomplete statistics, locations like the First World Hotel in Hangzhou that has meetings rooms for thousands of people are limited. Briefly speaking, one should at first examine pavilions when assessing exhibitions and look at hotels when defining conventions. Setting up convention
hotels is the prerequisite of developing meetings market. Besides grand venues, the availability of WiFi and wireless charging facilities is another key determinant for convention planners to choosing destination. To hoteliers, extra large-scale meetings require more in terms of venue facilities, room, or even personnel. Considering the appetite for such conventions is not big, issues regarding the significance of developing this market needs to be further discussed. Moreover, as more and more couples in China, second- and third tier cities in particular, choose to hold large scale Chinese-style wedding ceremonies, would it be possible for hotel owners to explore this market for earnings? “Although highly valued by municipal governments, the conferencing industry in China is still in its infancy, which needs more regulatory support and effective management in such areas as taxation, talent development, and inter-industry coordination by local governments,” Su Cheng added. MICE NOW
13
削减旅费开支 全球酒店预订服务欲助华企削减成本
作
为全世界最大的酒店预订系统提供
通过对企业客户的差旅支出状况进行分析
在2013年的表现值得关注。中国目前已
商之一，HRS Hotel Reserva-
为它们量身打造酒店预订系统。拥有超过
是全球第二大商旅市场，2015年还可能
tion Service（下称：HRS）十分看好中
32种语言版本的HRS系统产品具有预订
赶超美国跃居首位。”
国MICE产业在全球市场的发展前景，目
免费，确认即时的特点，其移动应用还能
世界旅行和旅游协会（World Travel
前正着手拓展在华业务，旨在帮助当地企
为身处任何状况下的旅行者提供全方位的
and Tourism Council）的统计结果显
业在旅行安排方面节省成本。
酒店服务。
示，2000年中国国内的商务游支出为180
总部位于德国的HRS旗下建有全球酒
她表示，HRS已洞悉这一行业未来的
店预订电子平台，为全世界超过180个国
两大发展趋势，即预订操作网络化和中国
家的商务人士及休闲游客提供食宿预订服
成为全球酒店预订企业重要市场的潜力。
她又谈道：“中国旅游业目前也面临
务。上月HRS在上海举办了论坛活动，向
她还补充称：“HRS在这一行业的强大背
诸多挑战，包括在对企业差旅支出进行管
深受员工旅费过高问题困扰的企业MICE
景使我们有能力协助当地企业大规模削减
理方面经验有限，及相关行业的协同效应
业务高管和预订部门经理阐述了自己的经
差旅支出。”
程度较低。我们举办此次论坛的目的正是
营理念。
亿美元，2010年升至620亿美元，并有望 在2020年达到2770亿美元。
2013年4月9日，The HRS Global
在于统一行业人士的看法，以提供能够满
对此HRS中国区总经理宝拉·徐
Corporate Travel Forum在上海拉开帷
足市场需求的综合无缝解决方案，共同促
（Paula Xu）称：“我们已同全球超过
幕，主题为“推动差旅管理创新；展示解
进中国旅游业的发展。
25万家酒店达成了报价优惠协议，遂能协
决新方案”，会上各方就中国旅游业的现
HRS中国已在线上推出了HRS智能
助企业将差旅成本削减高达30%。”
行趋势和未来发展进行了深度剖析，但首
采购计划，以帮助企业客户了解成本节约
要议题是对旅费进行在线管理，及如何最
的可能性，优化酒店服务组合，同时借助
大程度削减旅行成本。
强大的数据分析工具协助它们控制差旅支
HRS目前为35000家企业客户在线提 供旅程解决方案，同时也向酒店业主传递 了在分销渠道拓宽方面的新理念。该公司 14 MICE NOW
宝拉·徐指出：“中国商务旅行市场
出。
CASE STUDY 案例分析
Cutting Travel Costs Global hotel booking services looks to help Chinese firms cut costs
O
ne of the world’s largest hotel booking operations is expanding operations in China to provide companies with ways to cut costs on travel arrangements in the belief that China is on the way to becoming the world’s top source of MICE business. HRS Hotel Reservation Service operates a global electronic hotel reservation platform, connecting business and leisure travelers with hotels in over 180 countries. Based in Germany, HRS last month hosted a forum in Shanghai to explain its methodology to MICE executives and booking managers in firms that incur significant costs from staff traveling round the world.
“We can cut costs for companies that work with us by up to 30 percent,” said Paula Xu, HRS’s general manager for the China market. “We have agreements that provide cheap pricing on more than 250,000 hotels around the world.” HRS already provides online travel solutions to 35,000 corporate clients while also providing a new concept in distribution channel to hoteliers. Corporate customers get access to HRS’s tailor-made hotel reservation system with its business travel spending analysis. Available in 32 languages, the HRS system enables direct bookings to be made free of charge, with instant confirmation. With HRS Mobile Apps, trav-
elers get access to a full range of HRS hotel offerings from anywhere, at any time. Ms Xu said HRS had identified two key trends in its business – the shift of bookings online and the growth of China as a source of global hotel bookings. “Our strong background in this business provides us with the ability to significantly cut the costs of companies we work with,” she said. China business travel expenditure was $18 billion in 2000, $62 billion in 2010 and is expected to reach $277 billion in 2020, according to the World Travel and Tourism Council.
MICE NOW
15
泰国打造MICE产业奇景 该地区在亚洲MICE市场的地位不断得到提升
M
ICE产业在东亚旅游市场的发展过
和MICE业务几无影响。
打造足够丰富的景点，吸引与会者参观。
程中扮演着举足轻重的作用。面临
Developmen的数据显示，到访泰
现在让我们来对曼谷、清迈和普吉岛
日益激烈的区域竞争，没有一个国家能像
国的MICE游客数量已在过去15年间从
市场进行逐一分析。这三座城市均引人注
泰国那样深刻地领悟到这串首字母符号背
1998年的约800万人次一路飙升至去年
目，但也各具特色。
后的含义。与变幻莫测的散客游市场相
的2200万人次。2012年赴泰观光的中国
比，会议、大型企业会议、会展（包括奖
游客人数在2011年的基础上增加35%至
励旅游）项目成为了旅游行业发展的主要
280万人，致使中国一跃成为泰国最大的
动力。
游客来源地。
曼谷 曼谷的最大优势在于其四通八达的交 通。尽管当地的新机场已超负荷运作，但
业内专家一直以来都给予曼谷、普吉
曼谷拥有全国规模最大的展览及大型
岛以及清迈很高的评价，并将泰国誉为全
会议设施，其中包括诗丽吉皇后会议中
配套服务仍十分到位。此外，从那里驱车
球MICE最佳目的地。对此一份针对理想
心（Queen Sirikit National Conven-
但是曼谷也有两个方面需要改进。较
MICE目的地特质的分析报告向我们揭示
tion Centre）、曼谷国际展览中心（the
为次要的一点是嘟嘟车现象——这类四处
了其中的奥秘。
前往会议中心和酒店也十分便捷。
Bangkok International Trade & Exhi-
招揽生意的三轮的士总是全然不顾游客的
欲在亚洲寻觅理想地点的会议组织者
bition Centre）及影响力竞技场展览中心
想法，将对方带到珠宝店购物，而店内的
们将对潜在目的地的一系列条件进行考
（the Impact Arena Exhibition Cen-
大部分商品都是价格虚高的劣质品。对于
察，其中包括通讯设施的完善程度，及所
tre）。
任何一个动身前往泰国的MICE游客，“别
在环境的舒适安全性。然而，泰国不仅具
必须牢记的是，MICE活动组织方的
备以上的条件，还在服务文化、气候、美
筹办宗旨是让尽可能多的人到场参会，而
第二点在于当地炎热的气候。在曼
食及沙滩景观方面享有独特的魅力，其所
不是四处游览。尽管潜在参会者需要时间
谷，四月通常是最冷的月份，但一年中的
拥有的MICE设施也在行业中处于顶尖水
观光，但这不应发生在会议期间。所以
其他大部分时候仍不免酷热，致使交通尾
平。
MICE目的地应能为参会者提供会后活动
气的排放问题更加严重。尽管酒店、出租
的机会，而泰国在这方面堪称楷模。
车及大巴内通常都设有空调，但对于在炎
不容忽视的另一点是，泰国在地理位
乘坐嘟嘟车”都应是一句合理的忠告。
置上靠近当今世界的两大经济体——中国
譬如在从机场到曼谷市区的路途中，
热潮湿月份赴泰的旅客而言，在外散步却
和印度，使其在MICE行业享有得天独厚
有三分之二的区域设有各类专业面向
不是理想的观光方式。所以选择在泰国的
的优势。泰国近年来曾爆发过数次政治危
MICE游客的酒店。这些酒店紧邻市区，
冬季，即八月到一月登陆最为明智。
机，但持续时间似乎都不长，所以对游客
来往交通便捷，同时也不忘在会议所在地
16 MICE NOW
曼谷拥有全世界品质最佳的几家酒
ASIA FOCUS 聚焦亚洲 店。沿岸而建、会议设施先进的文华东方
温度较其他地方要适宜得多。
酒店（The Mandarin Oriental）已多次
普吉岛较之曼谷更适合休闲放松，所
赢得全球最佳酒店的殊荣。而与文华东
以是企业举办会议和研讨会的热门目的
方隔河相望的曼谷半岛酒店（Peninsula
地。当地的航运交通也十分便捷，定期有
Bangkok）设施规模更大，环境也更为静
许多来往于中国各城市的直航航班。
谧。
普吉岛目前已步入休闲城市化项目的
拥有9个不同大小会议室的喜来登素 坤逸大酒店（The
Sheraton
Grande
Sukhumvit）依曼谷主干道而建，地理位 置优势尽显。
高速发展期，众多酒店、公寓、房屋破土 动工。预计到了2015年普吉岛将额外增 加共计5,080间酒店客房。 需要特别提及的是Laguna Phuket，
此外，曼谷爱侣湾凯悦大酒店（The
该综合体欲精心打造理想的MICE环
Grand Hyatt Erawan）是一家专业型会
境，目前正计划整合不同类型的场
议酒店，3330平方米的会议场地，14座
地。Laguna
功能厅，加上可容纳1500人的宴会厅令
店，另外还有专为MICE活动准备的1,000
人印象深刻。
人会场。
普吉岛
悦榕庄（The Banyan Tree Phuket）
Phuket下设6座度假村酒
此外，当地顶级的度假村之一普吉岛 若您钟情于海边的风光，普吉岛绝对
，以及拥有350平方米宴会厅、能容纳数
是不二之选。这里拥有整个泰国最大的岛
百名宾客参会的普吉岛乐古浪悦椿度假村
屿，面积与新加坡相近。地处泰国大陆以
（Angsana Laguna Phuket）将带给您
西安达曼海的普吉岛通过两座大桥与大陆
不一样的感受。若涉及较大规模的活动，
相连。历史悠久的普吉岛曾是印度与中国
选择同样令人眼花缭乱—— 拥有12个会
之间沿海贸易航线的主要部分，但到了今
场（含一个800人宴会厅）的Mövenpick
日其收入的主要来源是旅游。尽管当地的
Resort & Spa Phuket，以及建有可容纳
气候也一直十分炎热，但由于地处海域，
1200人会场的希尔顿阿卡迪亚度假 >>
MICE NOW
17
>> 村（Hilton Phuket Arcadia）。 在举办规模较小、相对私密的MICE活 动时，Twinpalms度假村是您理想的选择。
目的地，目前拥有酒店客房数量约33000 间。泰国会议展览局（T h e
Thailand
Convention and Exhibition Bureau）
普吉岛将带给您别样的享受——既有
目前正与8个主要政府部门、私营团体
泰式风情的海滩度假村服务，又具备一流
合作，以期进一步拓展这座北部城市的
的MICE设施，能将任何MICE活动演绎
MICE业务。
得异常生动。
还需了解的是，清迈国际会展中心 （Chiang Mai International Conven-
清迈
tion and Exhibition Centre）即将落成，
最后是拥有山景度假特色的清迈。尽
投入运营后将是东南亚地区最大的会展
管4到7月当地气候炎热无比，但到了12
中心，这无疑将极大推动清迈当地MICE
月到2月末夜间将迎来阵阵凉风。尽管缅
产业的发展。清迈国际会展中心占地
甸森林的火灾经常使整个清迈烟雾缭绕，
521600平方米，预期可容纳多达10000
但对于那些深受曼谷气候困扰的游客，清
名到会者，后期拓展空间不可谓不大。清
迈是其理想的选择。如果说曼谷是泰国境
迈国际会展中心地处清迈城郊，现代化设
内唯一的城市，那清迈可算是颇具文化底
备一应俱全。
蕴的大城镇。值得一提的是，清迈是泰国
通过分析MICE产业在以上三座城市
当地唯一入选TripAdvisor网站“2012全
的发展即可洞悉泰国市场的全景。这三座
球25个最佳目的地”的城市。
城市各具特色，都能为MICE宾客带来完
清迈致力于将自身打造成MICE主要 18 MICE NOW
美难忘的体验。
ASIA FOCUS 聚焦亚洲
Thailand makes a MICE mark Thailand is strengthening its position in the regional MICE market, with more and better destinations
M
ICE is the acronym that is driving the travel industry in East Asia, and while competition is getting tougher, no country has a better handle on the concept than Thailand. Meetings, Conferences and Exhibitions (with incentives thrown in to make the mice) make up the bulk of potential for growth beyond the random and somewhat fickle individual tourist market. An analysis of what makes a good MICE destination makes it clear why industry experts consistently rate Thailand as the best MICE destination in the world with three of its centers – Bangkok, Phuket, Chiangmai – all scoring consistently well. Meeting planners searching for the best Asian location for a conference at the right price are looking at a want list of issues that includes good communications, pleasant surroundings and safety. Thailand also has glamour and a service culture, warm weather, delicious cuisine and great beaches. The MICE facilities are some of the best in the business. Thailand ticks all the boxes. It has another advantages too: its proximity to two of the biggest economies in the world, China and India,
which gives Thailand a huge advantage in attracting MICE opportunities. Over the years, it has had the occasional burst of domestic political turmoil, but it never seems to last long and has almost no impact on the tourist and MICE businesses. Look at the figures for MICE visitors to Thailand. The total number of visitors to Thailand has grown remarkably over the past 15 years from around eight million arrivals in 1998 to more than 22 million last year, according to Thailand’s Office of Tourism Development. China became Thailand’s biggest source of arrivals in 2012 with 2.8 million, a 35% increase over 2011. Bangkok has the biggest convention and exhibition facilities in the country, including the Queen Sirikit National Convention Centre, the Bangkok International Trade & Exhibition Centre and the Impact Arena Exhibition Centre. One important point to bear in mind when planning a MICE event is that you want to keep the guests at the venue as long as possible. You do not them wandering off. Yes, they need down-time but none of it should be during the planned events, and the venue should provide the opportunity
for extra-curricular activities. Thailand handles this very cleverly. For example, on the drive from the airport to Bangkok about two thirds of the way along there are a number of hotels designed specifically for MICE business. They are close enough to the city to make visits there easy but the hotels work hard to keep enough attractions on site to keep the attendees happy at the convention site. Now let us look at Bangkok, Chaingmai and Phuket. They are all immensely attractive but each have their own special plus points. Bangkok Bangkok comes first because of its overall convenience. The new airport works wondrously well, although it is already operating beyond its design capacity. The drive to the convention sites and hotels is easy and comfortable. There are some drawbacks. The minor one is the tuk tuks – three wheeled taxis which are ever plying for hire. Regardless of where you ask to go, you will be taken to a jewelry shop where most on-display items are overpriced rubbish. Do not use tuk tuks. This is a word of advice given to >> MICE NOW
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>> the hot and humid months. For that, best choose the Thai winter. Say, August through January. Bangkok’s hotels include some of the best in the world. The Mandarin Oriental, situated next to the river, has often won world’s best hotel awards, and has excellent meeting rooms. Right across the river from the Oriental is the Peninsula Bangkok, which has larger facilities and a quieter, more secluded vibe.
anyone going to Thailand on a MICE trip. The second is the heat. In Bangkok, April is the cruelest month but it remains hot throughout much of the year, exacerbating the traffic fumes. The hotels are very well air-conditioned, as are all of the taxis and any coaches that will be arranged for you. But walking is not an option for many visitors during 20 MICE NOW
Phuket But perhaps you want the seaside? Then there is Phuket. This is the largest island in Thailand – about the size of Singapore. Lying to the west of the Thai mainland in the Andaman Sea, it is connected to the mainland by two bridges. The island was on one of the major trading routes between Indian and China and has a rich history. But nowadays its principle source of income is tourism. The weather is always fairly hot but because it is an island the heat is tempered and quite bearable. It is a much more relaxed location than Bangkok, and is very popular for corporate meetings and seminars. The flight connections are good, with many direct flights to various Chinese cities. Phuket is currently going through an intensive period of leisure urbanization with many new hotels, apartments and houses under construction. A total of 5,080 additional hotel rooms are expected in Phuket by 2015. Laguna Phuket is a very special place cleverly planned to bring together disparate pieces to form the ideal MICE environment. The Banyan Tree Phuket is one of the top venues in the area, and the Angsana Laguna Phuket has a 350 square meter ballroom, and can handle meetings of several hundred people. For large scale events, there are a number of choices including Mövenpick Resort & Spa Phuket which has 12 meeting
spaces including a ballroom that can handle up to 800 people. Also on the large side is the Hilton Phuket Arcadia which has facilities for groups of up to 1,200. So what you end up with is a strong attraction – a Thai seaside resort with all that it implies – plus excellent MICE facilities. Phuket can handle pretty much any MICE task you can think of. Chiangmai And then there is the mountain resort of Chiangmai. Yes, it has a hot season running from April to July while in the cool season which runs from December to the end of February it gets distinctly chilly in the evenings. To the displeasure of many it often suffers from a haze caused by the burn-off of forests in Burma. But for those bothered by Bangkok weather, Chiangmai is the answer. Chiangmai is a large and culturally significant town. Worth noting is that it’s the only tourist destination in Thailand to be in the 2012 “25 Best Destinations in the World” on TripAdvisor. Chiang Mai has some 33,000 hotel rooms and it is working hard to be a major MICE destination. The Thailand Convention and Exhibition Bureau is working with eight key government and private organizations in Chiang Mai to increase the MICE business enjoyed by this northern city of Thailand. It is important to note that the Chiang Mai International Convention and Exhibition Centre is scheduled to be completed soon and it will be the largest convention center in Southeast Asia, which will give a tremendous boost to MICE in the area. It covers an area of 521,600 square meters and can seat up to 10,000 visitors which means there is plenty of room for expansion. It is just outside Chiang Mai and has all the modern equipment required. So, MICE Thailand has it all in three major locations – Bangkok , Chiangmai, Phuket. Each has its own individual attractions with a special talent for making MICE memorable, flawless and inexpensive.
Bangkok MICE Central 总经理Robert Maurer Loeffler先生访谈 Interview with Robert Maurer Loeffler, General Manager, Centara Grand & Bangkok Convention Centre at Central World Bangkok is one of Asia’s great regional hubs and a fascinating destination with great air connections and all the necessary infrastructure and service know-how. In addition to being assured of a successful event, planners know that delegates will be happy with the shopping, the food, the entertainment, and the sightseeing. Robert Maurer Loeffler, General Manager, Centara Grand & Bangkok Convention Centre at CentralWorld, shares his knowledge with us about the MICE trend in Bangkok.
What will be the upcoming trends in 2013?
and shopping complexes in Southeast Asia, and our Chinese guests and delegates really do enjoy and appreciate this.
What type of events do you host most frequently?
Robert Maurer Loeffler
tralWorld? Especially for Chinese MICE clients?
What is unique for Centara Grand & Bangkok Convention Centre at Cen-
We have the best location for a fully integrated hotel, convention center and lifestyle complex that you could possibly imagine, being in the heart of the city on the edge of Siam Square. No other similar city-center venue exists, and so we really are unique. Our Chinese visitors in particular love the shopping. In fact, we now have Chinesespeaking concierges who will guide Chinese delegates through CentralWorld and act as their shopping eyes and ears, translating for them and negotiating the discounts that are being made available to Chinese visitors. CentralWorld is one of the biggest lifestyle
曼谷是亚洲最大的区域中心之一，航空运输
有很大潜力，中国也会推波助澜。
We are seeing the influence of the Chinese market, as there are very strong business connections between Thailand and China. There are also emerging markets that are now accounting for a greater share of the MICE sector. The cost of flying delegates in from across the region is now very affordable and if you couple this with Thailand’s own low costs, then the attraction of Bangkok is irresistible.
四通八达，基建设施和服务体系周全完善。
Most of our events are from pharmaceutical companies, medical conferences, consumer products such as ICAD 2012 Intl Congress in Aesthetic Dermatology, Thai Society of Hematology Annual meeting, Rail Solution 2012, APEC International Conference, Clean Energy Expo Asia, IT & CMA 2012 and World Cargo Alliance Conference 2012.
Can we expect any new MICE facilities for your property? We have recently opened M23, which is a suite of four intimate meeting spaces on the 23rd floor. What makes M23 really special is that it has its own reception area and its own show kitchens, so small and medium sized events can be tailored and distinctively different. There is also an outdoor terrace, with magnificent city views, and a putting green can even be installed here. So, this appeals to private parties, product launches, receptions and seminars.
动。例如涉及美容皮肤科学的ICAD 2012 Intl Congress、泰国血液协会年会、Rail Solu-
除了深信在曼谷的国际化水准下能成功举办
该会展中心的优势有哪些？针对中国宾客的独
tion2012、APEC国际大会、泰国清洁能源
MICE活动，筹办方也会对当地的购物、饮
特之处又在哪里？
博览会、2012亚洲奖励旅游及会议展以及
食、娱乐及观光项目感到满意。所有的这些
Centara Grand & Bangkok Convention
2012世界货运组织大会等。
项目性价比都很高，这令曼谷成为目前最炙
Centre是一家集休闲娱乐、会务、酒店等设
手可热的国际会议城市。《中经评论》MICE
施于一体的综合体，服务项目齐全，我们就矗
近期会否推出其他的MICE设施或服务新项
NOW为此访谈了Centara Grand & Bang-
立于中心城区的暹罗广场旁、地理位置无与伦
目？
kok Convention Centre at CentralWorld
比！我们目前已推出了中文服务项目，带领中
我们设在23层楼的M23套间现已开门迎客，
的总经理Robert Maurer Loeffler先生。
国客人参观东南亚地区最大的休闲娱乐购物中
有四间布置温馨的会议室，专设的迎宾区和开
心CentralWorld，充当购物向导和翻译，中
放式厨房，便利且耳目一新。与会人员还可在
国宾客尤其喜好在此地购物。
露天地坪将城市的无敌美景尽收眼底，安设果
2013年曼谷MICE市场的发展趋势如何？ 泰国市场消费水准较低，曼谷的人文魅力让
岭后则又是一番景象。M23服务项目令举办私人
人无法抵挡，国际化大都市的便捷令市场发
哪种类型的活动贵中心承办得最多？
聚会、产品发布会、迎宾仪式及研讨会的组织方
展良好，机票价格合理。如今中泰两国间的
目前我们承办的大部分活动都由制药公司发
对我们青睐有加，对此我们深感欣慰。
商业活动频繁，因此我认为MICE市场发展会
起，有的是医学会议，也有消费品领域的活
Centara Grand & Bangkok Convention Centre At CentralWorld Adress: 999/99 Rama 1 Rd, Pathumwan, Bangkok 10330 Thailand Distance (mins): Convention Centre 2 mins walk, Airport 25 mins, CBD Bangkok Downtown
Contact: Mr. Ferry Tjahjono T: +66 (0) 2100 1234 F:+66 (0) 2100 1235 Email: ferrytj@chr.co.th Guestrooms
505 rooms
Cocktail up to
5,000
Banquet up to
3,000
Theatre up to
6,000
Centara Grand & Bangkok Convention Centre at CentralWorld is located within the central business district, and is the only fully integrated world-class convention venue,hotel, and retail and leisure complex in the heart of Bangkok. The convention centre can accommodate up to 5,000 delegates in a single pillar-less environment, while smaller groups can use the flexible 15 Lotus Suites to create their ideal events space. Centara Grand is a five-star hotel with 505 guestrooms and suites. The hotel has nine innovative restaurants and bars, providing plenty of opportunities for delegates to gather during and after the event. On the very top of the hotel, at the 55th level, Fifty Five is a fine dining steak and wine restaurant while Red Sky is an urban rooftop bistro with indoor and outdoor seating and a Martini Bar. Linked by their two-storey glass-walled wine cellar, both restaurants provide a memorable setting for corporate and private events, and incentive parties. Another spectacular setting for receptions and parties is the Lotus Garden and Sun Terrace, an outdoor function space at the poolside that provides an unforgettable background of the city skyline. CentralWorld, one of the largest shopping and lifestyle centres in Southeast Asia, is quickly accessed from the convention centre, providing a spectacular amenity for delegates and their spouses. 地处曼谷中央商业区CentralWorld的Centara Grand & Bangkok Convention Centre是全城 中心地带唯一一座集世界级会场、酒店、零售及休闲娱乐设施于一体的综合体。 会展中心不仅拥有可容纳5,000人的无柱式会场，另外还推出了15间功能灵活的莲景套间，是 小规模团队举办各类活动的理想场所。 五星级酒店Centara Grand现设有505间客房和套间，9座风格别具的餐厅和酒吧，为宾客在 会中、会后齐聚一堂缔造良机。 行走在酒店顶楼，牛排红酒餐厅Fifty Five、设有室内外雅座的城市酒馆Red Sky、马蒂尼 吧、连接两座餐厅的玻璃酒廊，都将让参加企业和私人活动，以及奖励旅游的宾客流连忘 返。Lotus Garden and SunTerrace是举办各类迎宾及派对活动的另一处圣地，开阔的室外 活动场地，洁净舒适的游泳设施使曼谷的天空更令人难忘。 会展中心紧邻居东南亚最大的购物季休闲娱乐中心之一CentralWorld，让参会代表及其眷属 尽享一切便利。
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