HARD Rock Hotels in Asia have seen growing MICE business and room occupancies, thanks to renovations and product enhancement undertaken over the last three years.
Hard Rock Hotel Bali recorded an average MICE business of 25-30 per cent out of its overall business, while its Pattaya and Penang properties posted 20-25 per cent each – and (the percentage is) increasing, said Michael Chua, vice president sales and marketing of HPL Hotels & Resorts, which operates the three properties.
The hotels’ “fun” meeting and events facilities are a big hit among MICE clients, a lot of whom hail from Singapore, Malaysia, Thailand and India, he said.
The new facilities, including the kids club Lil Rock and the self-contained Tabu club for teenagers, also cater to family-oriented Asians who may bring their families to meetings and conferences.
Hard Rock Hotel Bali director of sales, Fabio Simorangkir, said MICE from Australia is on the rise. The hotel had hosted 15 MICE groups from Australia between January and May, with more to come in 2013.
However, Russian MICE business has fallen as compared to the last two years due to strong competition posed by Thailand, he commented.
Chua said that while Hard Rock is “passé” in Europe, Asians still love the brand. HPL is keen on expanding the Hard Rock brand and is considering destinations such as Phuket, Kuala Lumpur, Jakarta, Bangkok and Hong Kong.
“We’re still learning but we would like to have more presence in the market. At the top of our list is developing more Hard Rock hotels in key tourism areas,” he added.
