TTG Asia
Asia/Singapore Saturday, 3rd January 2026
Page 2236

Destinations need a new marketing approach for meetings: MCI’s Cerezales

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THE existing marketing model to attract meetings is “broken” and destinations must adopt new methods, according to MCI Group COO for Asia-Pacific, Oscar Cerezales.

“Current strategies are not client-centric. Corporation and association event planners (have) a completely different approach,” he said in the new Global Report on the Meeting Industry which was presented by the UN World Tourism Organization at its headquarters in Madrid last Thursday.

Calling for destinations to “reinvent the game”, Cerezales noted that almost 90 per cent of destination management organisations/convention bureaus “cannot (make) quick decisions as they belong to regional or national tourism bodies… therefore the number of levels of bureaucracy can make decision-making extremely complicated”.

Cerezales also observed that destinations are still using traditional marketing strategies that “have not been updated for 20 years” with limited use of new technologies or “smart and social media campaigns”.

He suggested that destinations could develop a brand for meetings and to “position themselves” as how the Scandinavian members of ICCA had done by claiming to be the world’s first sustainable meetings region.

There are now too many destination management organisations/convention bureaus, he opined, leading to a “stretching of resources (that) does not provide a high level of efficiency”.

He also urged destinations to be better funded and more technologically friendly.

According to Cerezales, destinations will eventually become “the owners of events”, a change that will coincide with “an explosion in the number of events” that will be “smaller and more targeted to suit the locality, which often means they fly under the radar of destinations where the focus is big is best”.

In introducing the report, UNWTO secretary general Taleb Rifai said that with business events accounting for a quarter of travel, it was important that the sector be seen “not just as a product but a collection of many products” as it links with other trading sectors in a local economy.

Lanyon creates next-gen tools for corporate travel and managers

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LAST month’s merger of ACTIVE Network Business Solutions and Lanyon in the US means corporate travel and strategic meeting management programme (SMMP) managers will have access to next-generation tools that provide a full view of spend and eliminate multiple-point solutions to gather spend data on their hotel and event programmes.

ACTIVE, a leader in event marketing and Strategic Meetings Management technology, and Lanyon, a transient hotel programme technology leader will now operate under the Lanyon brand.

Lanyon’s clients include 875 corporate clients and 35 of the world’s largest intermediaries. In addition to data and analytics tools, it also provides hospitality and venue suppliers with access to thousands of corporate customers and associations searching for new properties and venues.

Kevin Iwamoto, vice president of industry strategy, Lanyon, said: “Next-generation tools that enable the consolidation of data are expected to become the norm as corporate buyers seek to capture and utilise business intelligence from their organisation’s overall meetings, events, transient business travel and hospitality spend.

“This consolidation will help corporate buyers and programme managers to become more savvy when it comes to supplier negotiations because it will provide them with a 360-degree view of their spend on everything from small meetings, to Strategic Meetings Management Programmes, to large and complex events,” he added, saying Lanyon is the first technology company in the forefront of this trend.

To capture, control and manage meetings, events and transient hotel spend, companies require a series of end-to-end processes that address hotel and venue sourcing, analytics, reporting, spend management and compliance.

Iwamoto noted most corporations today use multiple-point solutions to gather data on their hotel programme spend and use a separate set of point solutions for their meetings and event spend.

The merger enables clients to combine all data from the organisation’s travel and event spend into a single technology platform and reduce disparate data points where they have to manually gather data from, to create reports.

“This type of access to Big Data regarding spend is expected to lead to smarter supplier organisations, and enable corporations to create meetings, events, corporate transient travel and hospitality strategies that tie back to the strategy of the larger organisation,” Iwamoto noted.

Accor ropes Manila’s Admiral Hotel into MGallery collection

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ACCOR is taking over management of the landmark Admiral Hotel along Roxas Boulevard and will redevelop the property to be included in its high-end MGallery collection.

Patrick Basset, COO for Accor Thailand, Vietnam, South Korea, Cambodia, Laos, Myanmar and Philippines, said: “(Admiral Hotel) perfectly fits within the characteristics of an MGallery Collection hotel, with its historic elegance, top-class facilities and prime location in the centre of Manila.”

The 76-year old hotel, part of Anchor Land Holdings’ Admiral Baysuites project, will have 150 rooms when it opens in 4Q2016. It was named after US admiral George Dewey and in its heyday, was the address for dignitaries, royalty and distinguished foreign guests.

“The MGallery brand will fill the gap for upscale, sophisticated guests looking for boutique-type accommodations in Manila that have a unique story, offer a personalised experience and are superbly located,” said Basset.

He said having an MGallery in Manila is part of Accor’s “growth strategy (which) has always been to establish flagships for each brand in key metropolitan centres in the region and expand from there”.

Admiral Hotel is Accor’s fourth property in Manila after Sofitel Philippine Plaza and two hotels opening within the year, Novotel Araneta and Mercure Ortigas.

Work needed on airline ancillary distribution

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FULL-SERVICE airlines are flying in to capture a slice of the lucrative ancillary pie as it continues to grow, but kinks in how such products are distributed still need to be ironed out.

According to an analysis by IdeaWorksCompany and CarTrawler, global ancillary revenue is estimated at US$42.6 billion in 2013, up from US$36.1 billion in 2012 and almost double the US$22.6 billion collected in 2010.

Ancillaries will account for six per cent of total airline revenue in 2013, up from 5.4 per cent in 2012, they predicted.

John Chapman, chief commercial officer, Jet Asia Airways, said: “(Full-fledged carriers) have not been that great at offering ancillaries which is something that the LCCs have been doing very well but this has to be our goal if we want to increase our revenue.

“We cannot miss out on the opportunity for additional revenue, but at the same time we do not want to devalue the full product that we already offer. Some ancillary items that we are now looking to offer could be lounge passes, early boarding privileges and exit row seats,” he said.

Jay Sorensen, president, IdeaWorksCompany, said: “A la carte activities, such as those linked to fees charged for checked bags, on-board cafes and early boarding privileges, are a big part of the ancillary revenue story.”

Noting that Delta Air Lines’ “economy comfort seats” are its best-selling ancillary item, Chris Phillips, managing director – distribution strategy, said many travellers are willing to fork out more for extra legroom, a later boarding time and a chance to sit at the front of the plane.

The same analysis reported that slightly more than half of global ancillary revenue is sold to consumers via airline websites, onboard, and increasingly through travel consultants and OTAs.

Despite rising demand for ancillary items, Mario Kriebel, vice president commercial payment solutions, BCD Travel, pointed out that GDSs only offer certain ancillary products at present, resulting in travel consultants having to operate outside of the system.

He cited the example of airport limo pick-up not being available through the GDS. “We definitely need the ability to book these items now because travellers are expecting them already.”

Delta Air Lines’ Chapman said: “The challenge now is to help differentiate airlines’ products in a seamless manner to the travellers.”

Ascendas acquires second Japan property for US$87m

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SINGAPORE-BASED Ascendas Hospitality Trust (A-HTRUST) has purchased the Namba Washington Hotel Plaza in Osaka for 8.9 billion yen (US$87 million).

The flagship property of domestic hotel chain Washington Hotel is A-HTRUST’s second acquisition in Japan since the company’s IPO in July 2012.

Namba Washington Hotel Plaza offers 698 rooms and two F&B outlets. The property’s location in Osaka city is a gateway to other tourist destinations in the Kansai region such as Kobe, Kyoto and Nara.

Atsushi Murai, senior vice president, investment sales Asia, JLL Hotels & Hospitality Group, which brokered the deal, said: “We have seen hotel trading performance in Japan improve in line with the expansion of the domestic economy and renewed growth in corporate and leisure travel.

Investors are showing a greater willingness to take on more risk as the global economy regains confidence which has underpinned the compression of yields.

We are seeing significant interest from private investors, owner-operators, listed companies and institutional investors from both domestic and regional markets and we expect this trend to continue throughout 2014 as further opportunities come to market.”

TAT sweetens invite to film-makers with new incentives

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THE Tourism Authority of Thailand (TAT) is coming up with a slew of new initiatives, including streamlining the permits acquisition process and holding roadshows, to persuade film-makers to bring their productions to Thailand.

Thawatchai Arunyik, governor, TAT, said: “International film production in Thailand both directly and indirectly helps to showcase the kingdom as one of the world’s most popular tourist destinations and attracts further visitors who might want to experience the film location themselves.”

He cited the example of popular Chinese movie Lost in Thailand that resulted in new direct flight routes to Chiang Mai and higher visitorship from China (TTG Asia e-Daily, January 25, 2013).

To attract even more film productions to Thailand, the Ministry of Tourism and Sports’ Department of Tourism (DOT) is putting together a one-stop service to film-makers. The Ministry will work with various public and private organisations such as the Customs Department and Foreign Film Production Executives Association, to streamline the application process for permits and permissions.

Ubolwan Sucharitakul, director of the tourism department, said: “We are also organising several roadshows overseas to raise the profile of the kingdom as a country with the readiness, skills and expertise to help film-makers.”

Other incentives such as tax exemptions for foreign actors who have starred in films shot in Thailand will be rolled out. Training sessions and seminars for local film crews on international collaboration and production skills will also be arranged.

According to TAT, some 717 foreign film productions were shot in Thailand last year, contributing 2.2 billion baht (US$67.6 million) to national coffers. India was the largest source market with 150 titles followed by Japan with 140. These comprise feature films, documentaries, music videos and television shows.

Malindo Air flight turned around after engine fire

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MALAYSIA-BASED Malindo Air was made to turn back yesterday while plying a domestic route due to an engine fire.

According to news agency AP, the airplane was travelling from Subang Airport to Terengganu when the vehicle’s fire detection system went off.

A statement from Malindo said that the plane returned to Subang safely without injury to anyone on board but the cause of the fire remains unknown.

The incident comes as the Malaysia Airlines’ MH370 saga continues to unfold. While authorities have concluded that MH370 ended its flight in the southern Indian Ocean, the search for the wreckage is still ongoing (TTG Asia e-Daily, March 25, 2014).

Centara enters Laos with Vientiane hotel

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CENTARA Hotels & Resorts will make its maiden foray into Laos with the opening of Centara Grand Hotel Vientiane in 2017.

Located in the downtown district of Vientiane, the hotel is owned by Simuong Group and will be developed under an investment of 1.5 billion baht (US$46.2 million).

The 200-room Grand Centara Hotel Vientiane will sport French colonial design and feature two restaurants, a Spa Cenvaree, kids club, swimming pool, fitness centre and meeting facilities, including a ballroom.

Said Chris Bailey, senior vice president for sales & marketing of Centara Hotels & Resorts: “Laos is a natural market for us, being a direct neighbour of Thailand, and we are delighted that we shall have a five-star hotel in the centre of downtown Vientiane.”

“This will add to our marketing strength in South-east Asia, providing an exciting new destination for our large customer base around the world and adding to the opportunities for our business partners.”

Silversea flags off expedition ship for Asia-Pac

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SILVERSEA welcomed yesterday its first year-round ship based in Asia-Pacific, the 120-pax expedition-focused Silver Discoverer, which offers 10- to 18-day voyages to remote destinations stretching from the Russian Far East to New Zealand.

The once Clipper Odyssey was bought over by the luxury cruise line last year and officially joined the seven-strong fleet after emerging from a major refurbishment in Singapore. Silversea’s two other expedition ships, the Explorer and Galapagos, sail in other parts of the world.

Unlike Silversea’s classic ships, the smaller and more casual-style expedition vessels are catered to the adventurous traveller. Besides snorkelling and diving equipment on board, experts with backgrounds ranging from marine biology to anthropology give destination lectures and lead guests on all-inclusive shore excursions in Zodiacs and a glass-bottom boat.

Silver Discoverer is “not a conventional ship that will be in Singapore, Hong Kong and Shanghai every week”, Silversea president – Europe, Africa, Middle East & Asia-Pacific, Steve Odell, told TTG Asia e-Daily. Instead, it turns around at ports such as Broome (Australia), Bali (Indonesia), Otaru (Japan) and Nome (Alaska).

Explaining the concept, Silversea director ­– expedition planning and strategic development, Conrad Combrink, said: “Silversea Expeditions is not a cruise company. We’re an expedition operator offering a luxury experience onboard. That’s a big difference…Cruise companies don’t necessarily understand expeditions.”

Beginning with a voyage to Australia’s Kimberley region in April, Silver Discoverer will later take travellers to the rainforests of Borneo and villages of Sulawesi. From South-east Asia, it will sail to Kamchatka Peninsula in search of brown bears and geysers, and move down to Micronesia for beaches and tribal cultures. The ship rounds off the year in the Sub-Antarctic islands, home to several species of albatrosses and penguins.

Odell said the Kimberley season has sold out, with customers mainly coming from Australia. However, there is still “work to be done” for Russia and the Far East bookings, he revealed.

Most of the demand is coming from Europe, North America and Australia, as the inhibiting factor in Asia is the length of cruise, explained Odell, adding that shorter itineraries would be introduced in the next season.

Royal Cruise Express Taiwan general manager, David Lynn, added that other concerns were limited flight access to these exotic destinations and a lack of awareness of what they have to offer.

In contrast, Silversea’s Antarctica cruises are very popular with Asian customers, Odell observed, with the market contributing about 20 per cent of passengers on such itineraries. In terms of overall business on all cruises, Asia’s share is still only five per cent.

Ritz-Carlton marks Australian return with Perth hotel

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RITZ-CARLTON Hotel Company will regain its foothold in the Australian market with the opening of The Ritz-Carlton, Perth hotel in 2018.

The luxury hotel operator has signed an agreement with Asian residential apartment developer Far East Consortium for the 204-room Perth property.

It is located in Elizabeth Quay, an up-and-coming waterfront development that boasts convenient access to the Perth Convention and Exhibition Centre. Elizabeth Quay will feature 1.5km of promenade space when completed.

When finished, the hotel will also provide ground-floor retail space, waterfront fine dining and luxury one-, two- and three-bedroom apartments. Guests will also enjoy views of the Swan River, Kings Park and the Botanical Garden.

The ground-breaking for the hotel will take place in 2015.