STARWOOD Asia Pacific Hotels & Resorts has reported that MICE recovery initiatives implemented in Japan since April have netted more than US$6 million in meetings-related sales for its 15 properties in the country.
Through the collective efforts of sales associates in 25 Starwood Sales Organization Offices (SSOs), hotel occupancy at the group’s properties in Japan quickly picked up again, after falling to the lowest ever as international arrivals plunged by 50.3 per cent following the earthquake and tsunami in March.
“MICE is an important segment for Starwood’s Japan properties. Post crisis, there were significant cancellations from MICE groups across our 15 hotels in Japan,” said Starwood’s chairman and president, Asia Pacific, Miguel Ko.
“Since the disaster, our SSOs all over the world have stepped up efforts to inform guests that it is now time to consider travel to Japan. We have also responded to the feedback from key clients by implementing their suggestions to help in the recovery.”
As part of a business recovery campaign, Starwood organised fam trips for more than 20 MICE buyers from China and South-east Asia after the disaster, and rolled out MICE–specific promotions at all its Japan properties.
In August, 120 Japan-based corporate clients were invited to the Sheraton Grande Tokyo Bay to discuss further opportunities, and were provided with a showcase of Starwood’s Japan portfolio.
Other recovery initiatives for both the leisure and MICE segments include a Starwood Expo in Tokyo and Osaka that netted more than 6,000 roomnights, and A Japan Recovery Microsite that contributed 5,000 roomnights.
Starwood’s portfolio in Japan consists of 15 properties in Tokyo, Osaka, Yokohama, Sendai, Sapporo, Kobe, Nagoya, Hiroshima and Awaji Island under the Westin, Sheraton and St. Regis brands.
