WHILE ASEAN has been extensively marketed as a single destination for leisure travel, the same cannot be said for MICE, prompting buyers to call for more visible efforts from governments and stronger public-private partnerships to make that a reality.

This is especially when ASEAN already has what it takes to reach the ideal of a single MICE destination, including good air connectivity and the rise of new destinations within the region, they said.

Twin-country itineraries are especially relevant to the longhaul MICE market as travellers want to maximise their time in South-east Asia, said Susan Soong, assistant general manager of Borneo Destination Management.

“Combined destinations can be arranged for meetings and incentives of between 50 and 100 people. (We can) organise the meeting in one destination and a post tour in another.”

Increasing intra-region links have opened up opportunities for DMCs to spotlight emerging countries like Cambodia and Vietnam in multi-country incentive programmes.

“Since Turkish Airlines opened services from Istanbul to Hanoi and Phnom Penh a year ago, there has been growing interest in these destinations,” said Murat Ayar, general manager of Travel Dreams, Turkey.

“For new destinations like Cambodia and Vietnam, combining both countries is more attractive and make clients’ trips worthwhile,” said Ayar.

Unlike Thailand, whose competitive prices and diverse attractions make it a strong mono destination for his corporate clients, Cambodia and Vietnam need to be combined to attract participants, he said.

Taufiq Rahman, chief executive of Journey Plus, Bangladesh, has also witnessed a growing interest from clients for new ASEAN destinations for corporate meetings and incentives.

“Thailand, Malaysia, Singapore and Indonesia have been (top destinations) for us, but Vietnam, Cambodia and Laos are new windows (of opportunities).”

To promote ASEAN as a single MICE destination, buyers urged governments to lend greater support to DMCs.

Association events can also be leveraged to promote ASEAN MICE, according to Andang Prasmiko, business development manager of PACTO Convex.

“The main event can take place in one destination, while the post tours, technical visits, etc, can be conducted in other countries in the region.”

What is needed is better coordination between the involved associations and the local governments, although profit sharing poses a challenge.

“Splitting an (association) event means having to balance the value of the whole event (across the host countries),” acknowledged Andang.

LONGHAUL MICE buyers are witnessing a surge in demand for Asia as air travel into the region becomes cheaper and more accessible thanks to the ambitious expansion of Middle Eastern airlines across the world.

Magdy Ibrahim, managing director of Smart Solutions, Dubai, said: “We are increasing our focus on Asia as it is getting so much more accessible and cheaper.”

While 40 per cent of his corporate groups are already heading to Asia this year, with the remaining opting for Europe, Ibrahim predicts Asia’s share to grow to 50 per cent next year.

“The new Middle Eastern flights into Asia help to encourage healthy competition between the carriers, which is great news for us as Asia becomes cheaper with all the airline promotions,” Ibrahim added.

Sharing similar sentiments, Bulgaria-based Hermes Holidays’ principal Violeta Rousseva said the airfares into Asia have especially become more affordable since the entry of the Gulf carriers.

Pointing to Thailand and Indonesia as his top-selling destinations in Asia, he said: “It becomes easier to sell these countries and furthermore it is not expensive to host luxury dinners and incentives in these destinations so the whole package (flight, hotel and activities) becomes really attractive.”

Katarzyna Mazur, junior project manager of Nu Horizons Poland, views Asia as a fresh destination. “We see growing demand from clients to host incentives and meetings in places like the Philippines and Malaysia.”

According to her, the cost of flying from Poland to Bangkok today is some 30 per cent lesser than four years ago with the presence of carriers like Emirates.

Monika Valleton, managing director of ATJ Lingwista in Poland, added that the lure of history and culture in countries like Thailand and Cambodia makes Asia a “dream destination” for her clients.

Apart from the Middle Eastern carriers’ connections, she had also chartered a plane for a company to Phuket earlier this year.

Valleton said: “There is a general growth in interest and excitement from our clients into this part of the world (Asia). It is very positive.”

Smart Solutions’ Ibrahim commented that the ease of visa regulations in countries like Indonesia has also boosted the interest. He said: “One of Asia’s added advantage is the (people’s) warm hospitality which makes it very welcoming for our delegates’ overall experience.”

Phuket, Thailand

CLIENTS’ search for more novel destinations may be the bigger threat to Thailand than issues on perception of safety following last month’s series of co-ordinated bomb blasts in popular tourist spots including Phuket and Hua Hin.

Incentive and meeting planners interviewed said Thailand remains resilient, but emerging destinations such as Vietnam and Cambodia look set to be its contenders for a slice of the MICE pie.

The kingdom’s resilience is attributed to its attractions and value-for-money proposition, aside from its image as being relatively safe.

Yoo Jae Eun, assistant manager of Hyundai Dream Tour, South Korea, said: “There are security threats in many areas of the world and in comparison Thailand is still considered rather safe and is still a very attractive place for our groups.”

Yoo added that she is optimistic Thailand will still be one of the top destinations for her clients who prioritise shopping in their incentive programme.

Sharing similar sentiments, Andrzej Rutkowski, sales manager and group advisor of Supertour, Poland, said: “There is no major issue with that (bomb attacks) and our clients are still proceeding with their plans to Thailand.”

Explaining the lure of the destination, he said: “It is not easy to find luxury hotels and restaurants at the low prices that Thailand offers.”

While Singapore-based Mice Matters’ director Melvyn Nonis had to redirect a corporate group to Hong Kong from Thailand during the week of the bombings, he said: “Thailand provides the total holistic package of shopping, nightlife, great food and, most importantly, is inexpensive as a destination.

“The country has already been through floods and riots but you see that people keep returning. Clients are generally more forgiving towards Thailand and I am sure they will not be deterred.”

The only thing Thailand has to look out for is competition from other emerging countries, said Akbar Shareef, chairman and CEO of Rakaposhi Tours, Pakistan, who shared that many of his clients have visited Thailand several times beforehand hence consider Vietnam especially as a “fresh new destination”.

Unilever Industries’ APAC regional travel head, Geetha Arekal, agreed, saying: “Vietnam is the next big destination for MICE because the facilities for IT and accommodation are growing better and stronger and they show that they are ready for business.”

Supertour’s Rutkowski is also seeing a growing interest in the emerging part of South-east Asia where there is “a lot of new and unique historic venues that we can hold meetings and incentives”, citing the renowned Angkor Wat complex in Cambodia as an example.

THE completion of Marriott International’s US$13 billion acquisition of Starwood Hotels & Resorts Worldwide last Friday is greeted by corporate travel managers with more enthusiasm than apprehension.

Corporate end-users interviewed said they now gain access to Marriott/Starwood’s massive inventory by dealing with just one supplier, even if the company’s greater scope and size may give the chain the upperhand in rate negotiations.

The consolidation results in the world’s largest hotel company with 5,700 properties and 1.1 million rooms across 110 countries.

Said Nandan Bhatia, head-administration & facilities at Indian food conglomerate Britannia: “Direct tie-ups with hotels are always preferred as they give us special corporate packages. Now with Starwood properties combined with Marriott, this gives us much more options.”

Britannia spends an estimated Rs300-500 million (US$4.5-7.5 million) a year sending between 400 and 500 employees on business and MICE trips.

Bhatia said he saves “at least 10 per cent” by dealing directly with hotels, a sum made even more significant as travel budgets get tighter.

Admin manager Philomena Seet, who manages travel for Singapore-based Kseven Industries’ top executives, told TTG Asia that Starwood properties are frequently used and the merger will boost her portfolio selection as her company is now automatically a client of Marriott.

Seet is unfazed by Marriott/Starwood merger’s expected additional negotiating power as the value provided by a hotel is her topmost consideration.

“Four-star hotels are just about right (for business travellers). The best are those that provide the value of a five-star property at four-star prices – that will make me a repeat customer,” she said.

Seet also liaises with hotels directly to negotiate the best corporate rates, resulting in about five to 10 per cent savings for the company.

Claire Kang, purchasing & travel manager at International Vaccine Institute, said dealing directly with hotels has been the modus operandi for the Seoul-based, UN-backed nonprofit. The corporate negotiated rates she gets gives her savings of up to 25-30 per cent.

When asked if she is anxious about Marriott’s greater bargaining power over rates, she said: “They have always tried to negotiate with us over rates even before the merger. We establish annual agreements with them so I am not so worried now. When the time is up, we will request for bids as usual and see how it goes.”

For Kang, who sends her staff all over the world, including third-world cities, traveller safety and dependability of the hotel are primary concerns.

Furthermore, she is accountable to donor governments and charity organisations such as the Bill & Melinda Gates Foundation. Hotels that are too expensive will price themselves out of the budget, she added.

Some corporate segments however, have different considerations. While corporate negotiated rates do offer savings for Lisa Knevitt, travel and events manager-Asia/Pacific at Cook Medical, the location and standard of hotel properties are bigger priorities, especially as budgets remain strong in the medical profession.

As well, given her company’s longstanding relationship with Starwood, Knevitt is excited about the extra value in the form of redeemable points and roomnights that are now usable across Marwood’s 30 brands.

While loyalty programmes help Britannia’s Bhatia in the selection of hotels for repeat visits, he opined that no single hotel company can meet all his company’s travel needs.

For that reason, he still works with TMCs like Thomas Cook to get a better gauge of prices and perform due diligence with multiple RFPs, and attends tradeshows like IT&CMA to meet other hoteliers.