THE 175-room Fort Canning Lodge in Singapore, owned and managed by the local chapter of the World Young Women’s Christian Association (YWCA), is stepping up its game to attract more corporate travellers and business events.

Spearheading the initiative is general manager, Jimmy Kwan, who came into the role last month. He joins from Banyan Tree Hotels & Resorts and Maikhao Dream Hotels & Resorts.

Kwan said: “Fort Canning Lodge has been quietly popular with events organised by local schools, churches and companies, and our meeting and function rooms run at a monthly average occupancy of 60-70 per cent.

“We also receive many leisure travellers, business travellers and residential meeting groups from Malaysia, Indonesia and the Philippines, which are now our key source markets. We get a number of Japanese business travellers too, some of whom are long-stay guests.”

Kwan explained that the lodge’s success with travellers and meetings was a result of “loyal customers” and partnerships with travel consultants.

“But I want to raise the bar, first by reaching out to companies located in Orchard Road, around Fort Canning Lodge, which was not done before, and secondly by being more aggressive in our branding efforts. One of the things we have done is to improve the hostel’s website and provide more information and photos (that) travellers and planners can use,” he said.

“Few actually know where Fort Canning Lodge is – we have a great location in the heart of town and close to other business districts, and yet our room rates are around S$150 (US$122). Few also know that we have facilities for meetings and events, including dining functions that are supported by our own kitchen.”

With all guestrooms – lead-in category rooms measure 20.5m² – and 12 event spaces fully renovated last year, Kwan believes that the lodge “is in a good position to receive more business travellers and meetings and events”.

“Moreover, with tighter corporate travel budgets next year against a backdrop of continued economic problems, more attention will be paid to affordable accommodation and venues. Fort Canning Lodge will offer a strong proposition, especially in pricey Singapore,” he said.

THE Malaysia Convention & Exhibition Bureau (MyCEB) has stepped up its courtship of Chinese MICE by introducing a new brochure targeting the Chinese corporate and incentive markets as well as updated Malaysia Twin Deal (MTD) programmes for China and Hong Kong.

MyCEB CEO, Zulkefli Haji Sharif, told TTGmice e-Weekly that China was as an important source market for corporate and incentive travel, due to the short flight time, cultural similarities and Malaysia being a value-for-money destination.

Unveiled last month, the new brochure, Malaysia – Asia like Never Before, focuses on theme events and experiences, teambuilding, corporate social responsibility and unique venues. It also provides creative ideas on products that are essential for corporate and incentive planners.

The brochure is joined by additional value-adds offered under the MTD programme for corporate and incentive groups from China and Hong Kong. All confirmed bookings for the programme must be made by June 30, 2013 and events must take place before December 31, 2013.

Malaysian suppliers are also doing their bit to draw more MICE business from China.

Kuala Lumpur Convention Centre has ensured that all relevant corporate material, including its corporate video and business presentation, are available in Mandarin, and has added Mandarin-speaking marketing staff to its team.

Reliance Conventions & Events general manager, Fu Kei Cheong, said the company had seen a 20 per cent year-on-year growth in incentives from Shanghai.

A series of roadshows to Guangzhou, Beijing and Shanghai last month have also earned Reliance Conventions & Events six confirmed incentive groups from Guangzhou in 2013 and 2014.

CONFIDENCE in achieving its target of RM900 million (US$292.5 million) in total tourist expenditure for international events this year runs high within the Malaysia Convention & Exhibition Bureau (MyCEB) International Events unit, as it celebrates RM400 million in the bag for 1H2012.

Feeding the positivity is a spate of recent wins of international sporting and musical events, which will be promoted through Tourism Malaysia’s overseas offices to generate international interest.

MyCEB will also work with local tour operators to package these events as part of a tour itinerary to entice foreign visitors to extend their stays in the country.

These events include the Kids Golf World Championship in 2013 and 2014; a one-night-only Jennifer Lopez Dance Again Tour concert on December 2 in Kuala Lumpur’s Merdeka Stadium; and the seven-day World Muaythai Championship 2014 in Langkawi.

MyCEB International Events general manager, Tony Nagamaiah, is especially proud of the Kids Golf World Championship, as it will be held in Asia for the first time. According to Nagamaiah, the event has always been rotated between the US and Europe.

The MICE bureau expects the golf championship to draw at least 2,000 international visitors and generate tourist spend of RM15 million each year.

The week-long World Muaythai Championship 2014 is expected to draw some 3,000 people, including spectators and team officials, from more than 100 countries and generate RM38 million.

The Jennifer Lopez Dance Again Tour concert is expected to be attended by 20,000 spectators, 20 per cent of whom are expected to be from overseas. The total international visitor spend and business spin-off has been estimated at RM25 million.