mice now spring 2012
DESCRIPTION
MICE, BusinessTRANSCRIPT
INSIDEASIA FocuS MICE EvEnts on CruIsE shIps聚焦亚洲海上邮轮与MICE活动
cHINA FocuS Island storIEs聚焦中国海岛故事
vIEw poINt IhG GrEatEr ChIna CEo KEIth Barr高层视野洲际酒店集团大中华区CEO柏思远专访
taking China’s conferencing industry to a higher level如何将中国的会议市场提升至更高的发展领域
time to Meet会议时间到
winter 2011 / Spring 2012
Understanding the China market dynamics has never
been so pivotal for MICE players. Lackluster western
economic performance is only one incentive for focusing more
intensely on China. Indigenous MICE demand from China,
which can be intrinsically different from the west, is already
exerting influences on, and might eventually dictate decisions
made, by service providers.
It is fitting that our cover story highlights the rise of profes-
sional conference organizers (PCOs) in the country’s gargan-
tuan meeting industry and how they satisfy market demand
through fresh ideas and value-added services. One notewor-
thy trend is that a greater number of China’s domestic compa-
nies are recognizing the value of incentive travel. (Yes, white
boards and tea might become a distant memory for corporate
meetings soon.) In this issue, we also find international cruise
liners and island developers are betting on this growth mo-
mentum, hoping to fuel their long-term development.
As usual, readers will encounter inspiring solutions in our
manager interviews and case study sections. Unique corpo-
rate MICE solutions, as this issue reveals, usually come from a
sophisticated blend of hotel’s individual cultural heritage and
the client’s distinct business vibe.
Finally, we unveils our first China’s Top 10 MICE Hotels
List, in celebration of their commendable year-long efforts to
maintaining superb services for MICE guests. Congratulations
to all the winners! As the year 2011 finished on a high note, we
only expect for more dazzling MICE surprises in store for 2012.
Happy reading!
理解中国市场的动力对于会展奖励旅游业参与者来说从未如此重
要。西方经济表现差强人意只是人们更密切关注中国的推动因素
之一。来自中国本土会展奖励旅游(MICE)的需求,就其内在而言可能与
西方不同。而这已经产生影响并将最终决定服务供应商的决策。
我们的封面故事适时地揭示了在中国庞大会议行业中的专业会议组
织商的崛起,以及它们如何通过全新理念和增值服务满足市场需求。一
个值得注意的趋势是,更多中国企业已经认识到奖励游的价值(是的,
白板和茶水在公司会议中也许将很快成为遥远的记忆)。在这一期,我
们还看到国际邮轮公司和海岛开发商正加大在中国市场投资的砝码,希
望帮助推动它们的长期发展。
与往常一样,读者会在我们的经理专访和案例分析中找到激发灵感
的方案。正如本期杂志所揭示的,独特的MICE方案通常来自酒店与众不
同的文化传承与客户特有商业氛围的巧妙融合。
最后,我们揭晓了首个“中国十大MICE酒店”榜单,以表彰它们
一年来为会展奖励游游客提供的、值得称道的一流服务。祝贺全体获奖
者!随着2011年的完美收尾,我们期待在中国龙年,会展奖励旅游行业
的发展会给我们带来更辉煌的惊喜。
祝阅读愉快!
winter 2011 / Spring 2012
MICE NOW ManagingEditor |Stella Xie
DeputyEditor | Andy Wang
Editor-at-large | Graham Earnshaw
EditorialConsultant | Fifi Kao
Contributors | Sarah Reeve
Peter Rosselli
Byron Swartz
Rebecca Carden
ResearchDirector | Ada Liu
Researchers | Juliet Zhu
ArtDirector | Frank Zheng
ArtEditor | Song Dandan
DirectorofOperations | Caroline Fontaine
BusinessDevelopmentDirector | Obie Gao
DistributionManager | Vivien Wang
Publisher | China Economic Review Publishing
Address | 香港中环德辅道中120号
大众银行中心18楼1801室
Subscriptions | subscriptions@
ChinaEconomicReview.com
Advertisingenquiries
HongKong | +852 3174 6136
Shanghai | +86 21 5187 9633-811
E-mail | [email protected]
Editor’slEttEr编者的话
MICE NOW 3
winter 2011 / Spring 2012 www.chinaeconomicreview.com
ContentsMICE NOW
32
COVER StORy 封面故事
14 Time To Meet | 会议时间到HowcanChinatakeitsconferenceindustrytothenextlevel?中国如何能将其会议行业提升到新的发展领域?
VIEW POINt 高层视野
12 The Bright Future | 前途光明InterviewwithKeithBarrfromIHGGreaterChina
专访洲际酒店集团大中华区CEO柏思远
CHINA FOCuS 聚焦中国
26 Is the sky the limit? | 天空才是界限HowdoesChina'sboomingaviationindustryaffecttheMICEsector中国的航空业继续蓬勃发展对MICE行业的意义
30 Island Stories | 海岛故事Chinatapsundevelopedislands中国放眼利用未开发的小岛
ASIA FOCuS 聚焦亚洲
32 Sailing Headlong | 乘风破浪
World's major cruise liners eye the Asian market
国际邮轮公司驶入亚洲市场
NEWS BRIEFS 新闻简报
6 MICE news from across Asia 亚洲MICE新闻
HOtEL REVIEWS 酒店评论
38 白金五星尊贵体验
39 酒店臻品
14
MICE NOW4
30
46
INtERIVEW 经理专访
40 百尺竿头 更进一步
42 依托品牌优势 发掘新兴市场
43 千年古城中的MICE新星
44 二十年光荣绽放
CASE StuDy 案例分析
45 极致追求 成就完美
46 秉承传奇式优雅
48CHINA tOP 10 MICE HOtELS 中国十大MICE酒店
50 INDuStRy uPDAtE 行业新闻
MICE NOW 5
Overnight MICE visitor arriv-
als reached 1,028,989, in the
first nine months of 2011,
surpassing 1 million for the first time,
and representing a 15% increase on the
same period last year, the Hong Kong
Tourism Board (HKTB) announced.
The increase was contributed to by
a number of large-scale conventions
and exhibitions with unprecedented
numbers of participants, such as Vita-
foods Asia and The Asian Seafood Ex-
position held in September.
MICE organisers have been at-
tracted by the growth of the mainland
economy and favorable exchange rates,
with the greatest increase coming from
those visiting from short-haul markets
- particularly mainland China, which
accounts for 42.9% of total arrivals,
up 19.9% from 2010. This is closely
followed by South and Southeast Asia
whose visitors totalled 175,255 - an
increase of 18.2%. These figures illus-
trate that long-haul markets are still
developing, with the largest growth
from New Zealand and Australia. In
the 2010-2011 fiscal year, the Hong
Kong Convention and Exhibition Cen-
tre (HKCEC) held 1,235 events, a 25%
year-on-year rise.
The release of these figures follows
Hong Kong’s recent decision to focus
on promoting Lantau Island as a hub
for MICE events. The city aims to ex-
ploit Lantau’s favorable location - situ-
ated just 30 minutes from Hong Kong
International Airport - and the island’s
natural mountainous environment in
order to attract MICE organisers.
The initiative, “Lantau Experience:
An Inspirational MICE destination”
aims to ensure Hong Kong remains
at the forefront of a competitive mar-
ket by widening its appeal. Substantial
investment from the government and
HKTB has resulted in the project unit-
ing major local trade partners. Many
MICE venues including Hong Kong
Disneyland Resort and Discovery Bay
Hong Kong Resort Company Limited
have collaborated with the HKTB to
provide opportunities for exhibitions
and conferences. Boasting a number
of unique venues, such as a replica of
Noah’s Ark, themed Disneyland hotels
and the AsiaWorld-Arena (with a ca-
pacity of 14,000 guests), Hong Kong
hopes to encourage MICE organisers
to consider the island as an alternative
location for events.
Lantau will be promoted at
international MICE trade shows
and organisers will be able to tour
the island in order to gain a better
understanding of the many attractions
and venues available. Future events
planned for the island include the
2012 Junior Chamber International
Asia-Pacific Conference and the 2013
Asian Aerospace International Expo
and Congress.
hong Kong’s MICE successHong Kong releases impressive MICE results for 2011 and looks to boost this further with a new island initiative in 2012
MICE NOW6
Mandarin Oriental, Hong Kong香港文华东方酒店
MICE NOW6
香港旅游发展局(HKTB)宣布,2011年前
9个月,过夜会展奖励旅游游客抵港人
数达1,028,989,首次超越百万整数关口,比
去年同期增长15%。
这一增长的原因是有大量的大型会议和展
览,以及与会人数的空前,例如2011年9月举
办的亚洲营养食品展和亚洲海鲜博览会。
会展奖励旅游组织者受到大陆经济增长
和有利汇率的吸引,最大的增长来自短途游市
场——尤其是占抵港总数42.9%的中国大陆市
场,比2010年增长了19.9%。紧随其后的是
南亚和东南亚游客,总人数为175,255——增
长了18.2%。这些数据说明长途游市场仍处
于发展阶段,其中增长最快的是新西兰和澳大
利亚。在2010-2011财政年度,香港会展中
心(HKCEC)举办了1,235场活动,同比增长
25%。
这些数据发布之前不久,香港决定将大
屿山作为会展奖励旅游活动中心进行推广。香
港旨在利用大屿山优越的地理位置——距香港
国际机场30分钟路程,以及岛上天然的山区自
然环境吸引会展奖励旅游组织者。这项“体验
大屿山:鼓舞人心的会展奖励旅游目的地”活
动,旨在扩大号召力,确保其在市场竞争中的
前沿地位。来自政府和香港旅游发展局的大量
投资也帮助这个项目联合当地主要商业伙伴。
包括香港迪士尼乐园和愉景湾香港兴业有限公
司在内的众多会展奖励旅游场所已与香港旅游
发展局合作提供会展机会。香港拥有大量独特
的场所,如诺亚方舟复制品和迪士尼主题酒店
以及亚洲国际博览馆(AsiaWorld-Arena,可
容纳14,000来宾),希望鼓励会展奖励旅游组
织者将这个岛屿作为会展活动的备选地。
大屿山将在国际会展奖励旅游贸易展中进
行推广,组织者将可赴岛上观光,以便对岛上
众多旅游景点和场所有更好的了解。为大屿山
规划的进一步活动包括2012年国际青年商会亚
太会议和2013亚洲航空国际展览会暨论坛。
香港会展奖励旅游业的成功香港发布2011年度会展奖励旅游业的骄人业绩,希望通过推广大屿山 (Lantau Island) 项目,来进一步推动产业发展
NEwsBriEFs新闻简报
MICE NOW 7
Glamour view: The prosperous tourism sector boosts the development of Hong Kong's hotel industry香港夜景,繁荣的旅游业也带动了酒店业的发展The Ritz-Carlton, Hong Kong香港丽思卡尔顿酒店
MICE NOW 7
在2011年5月令举国陷入混乱的九级地震
灾难后,日本的旅游数据随即经历了几
乎一年的沉寂,日本正全力恢复元气。
像福岛这样的核危机中心区域,周边酒
店2011年底的客房入住率已较去年反弹了约
70%。然而日本还有很长的路要走。完全复苏
的关键在于尚未发掘的中国市场——明年约有
7千万中国游客计划出境游。
无论如何,对日本来说,抓住这一潜
在的机会并非轻而易举。对于核辐射的担忧
只是阻止中国游客大量赴日的原因之一。近
几个月来,日元兑美元汇率急速飙升,对外
国游客来说,日本成为一个昂贵的旅游目的
地。然而四季酒店集团(Four Seasons Hotel
Group)、日本航空公司(Japan Airlines)、
以及高盛(Goldman Sachs)旗下房地产公司
Hoshino等企业似乎并未因此受阻,它们开
张了新酒店、启动新的航线,并开发了更多产
业,全都瞄准中国市场。
日本政府也行放松了对中国游客的签证限
制,同时制定了在中国建立新的中日合资旅行
社的计划。
After experiencing almost a year of dismal tourism
figures following the catastrophic 9.0-magnitude
March 2011 earthquake that turned the nation upside
down, Japan is well on its way to making a comeback.
In areas such as Fukushima, the epicenter of the nucle-
ar crisis, occupancy rates by the end of 2011 in surround-
ing hotels had already rebounded to about 70% of the
previous year’s rate. However, Japan still has a long road
ahead. The key to a full recovery lies in the under-tapped
Chinese market, which consists of about 70 million Chi-
nese tourists planning to travel abroad next year.
This potential however will not necessarily be easy for
Japan to capture. Concern over radiation is just one rea-
son preventing Chinese tourists from flocking to Japan. In
recent months, the Yen has risen precipitously against the
US dollar, making it an expensive destination for foreign-
ers. Yet companies like the Four Seasons Hotel group,
Japan Airlines, and Hoshino – a real estate company
owned by Goldman Sachs – appear to be undeterred,
as they open new hotels, commence new flight routes,
and develop more property, all aimed at the Chinese
market.
The Japanese government has also made head-
way by relaxing visa restrictions for Chinese tourists
and drawing up plans to establish a new Sino-Japanese
joint venture travel agency in China.
a Bumpy road to recoveryAfter last year’s devastating earthquake, Japan is still facing certain challenges in trying to capture a slice of the growing outbound Chinese tourism market
坎坷的复苏之路 去年的地震灾难之后,日本试图在中国不断增长的境外游市场中分一杯羹的努力显然仍面临挑战
Night of Morden Japan: the fashion nation has been mired in economic woes for years以时尚前卫著称的日本近年一直处于经济低迷状态
Japanese Tea Ceremony at The Westin Miyako
京都威斯汀大酒店的日式茶道
MICE NOW8
NEwsBriEFs新闻简报
近期公布数据显示,2011年
前九个月中国的酒店入住
率仅为61%。而随着国内酒店的
供大于求,这可能会威胁到主要
高端连锁酒店的扩张。
在STR Global跟踪下的15
个亚洲国家中,中国的酒店入住
率是除了印度外最低的。香港和
新加坡酒店客满率为80%,但在
上海,平均每10间客房就有4间无
人问津。
自联合国世界旅游组织宣布
中国已经成为世界第三大旅游目
的地以来,全球的酒店连锁纷至
沓来,导致中国酒店扩张迅速。
希尔顿计划在2014前于中国运
营100家酒店,凯悦集团(Hyatt)
目前正在开发31家酒店,由丽嘉
(Ritz-Carlton)管理的全球范围内
的酒店中将有25%位于中国。
洲际酒店集团(InterConti-
nental group)正在酝酿一个具有
中国特色的酒店品牌。该集团也由
此成为首个把目标锁定在国内游客
的全球酒店业者。仲量联行酒店集
团(Jones Lang LaSalle Hotels)
的数据显示,中国国内旅游出行人
数预计在未来5年内每年增加9%。
尽管有这样的乐观预期,但似乎仍
无法与因市政府坚持多功能物业投
资所造成的供应激增相互抵消。结
果,高端跨国连锁集团发现,如此
快速的扩张可能是会以牺牲高标准
为代价的。
Recently announced occupancy rates of just 61% for the
first nine months of 2011 may be threatening the ex-
pansion of major hotel chains as supply begins to exceed de-
mand in China.
Of the fifteen Asian countries monitored by STR Global,
China’s occupancy rates were the lowest with the exception
of India. While 80% of rooms were occupied in Hong Kong
and Singapore, four in 10 rooms sat empty in Shanghai.
Since the United Nations World Tourism Organization
revealed that China has become the world’s third most visit-
ed destination, global hotel chains have flocked to the coun-
try, resulting in rapid expansion. Hilton plans to operate 100
hotels in China by 2014, Hyatt currently has 31 under devel-
opment and 25% of hotels managed by Ritz-Carlton will be
in China.
The InterContinental group is devising a hotel brand
unique to China, the first global hotelier to target domestic
travellers. According to Jones Lang LaSalle Hotels, domes-
tic trips are expected to rise 9% annually over the next five
years. Despite the projected increase, it is unlikely that this
will counter the surge in supply contributed to by city gov-
ernments insisting on multifunctional property ventures. As
a result, high-end multinational chains may find that such
rapid expansion comes at the expense of maintaining supe-
rior standards.
the Chinese occupancy rate dipReport shows China’s high-end hotels are facing some of the worst occupancy rates in Asia
中国高端酒店入住率下滑中国的高档酒店正遭遇亚洲酒店入住率最低迷时刻
Vacant rooms: hotel occupation in China is reported to be suffering from market over-supply
报告显示国内酒店入住率由于市场供大于求而呈低迷趋势
MICE NOW 9
The Thailand Convention
and Exhibition Bureau
(TCEB) has announced
a bold new luxury MICE strategy
aimed specifically at Chinese MICE
travelers. The plan stresses the de-
velopment of selected cities such
as Bangkok, Chiang Mai, Phuket,
Krabi and Samui into high-end
MICE destinations, tailored to-
wards the growing demographic of
discerning Chinese travelers.
Features are to include police
escorts and express airport check-
in lanes for convention groups
larger than 100 persons, special
support from the province’s gover-
nor or mayor for groups over 300
persons, and at the top end of the
scale - a dinner hosted by officials
from the destination province for
groups of more than 500. Special
accommodation rates will also be
offered to anyone wishing to extend
their stay after the end of their re-
spective event.
The TCEB views China’s luxury
MICE travelers as an untapped
niche market. “China is a big and
significant market for Thai MICE
business. On average, the China
MICE market grows by about 15-
20% per year,” Puripan Bunnag,
senior manager of the Meetings In-
dustry Department of TCEB said.
According to figures released
by the TCEB, 20% of all Chinese
MICE travelers are considered to
be luxury MICE travelers. These
travelers spend on average spend
US$700 more each day than general
MICE travelers. By targeting this
premium group, Thailand expects
to generate between THB800
million (US$25.5 million) and
THB1 billion (US$31.8 million) in
revenue in 2012.
The announcement of Thai-
land’s new luxury MICE strategy
was made in the wake of the worst
floods the country has suffered in
50 years. Thailand’s MICE indus-
try at first blush appeared to be
headed for dire straights, when
the flooding – which began in July
2011 - caused 14 MICE events to be
canceled. Original figures showed
Thailand’s MICE industry was ex-
pected to lose around THB3 billion
(US$95.4 million) in revenue, and
about 100,000 MICE travelers.
The TCEB was proactive however
in mitigating the damage, by re-
scheduling almost all of the con-
ventions for the preceding quarter,
and instituting a detailed recovery
plan that includes measures to
maintain market confidence, finan-
cial subsidies for postponed events,
tax incentives for companies orga-
nizing events and financial support
for domestic events.
Tourism industry experts con-
tend that these measures –in addi-
tion to the new incentives aimed at
developing a luxury MICE industry
- will position Thailand’s tourism
industry for growth in 2012.
lap of luxuryThailand unveils its new MICE strategy to capitalize on wealthy Chinese travelers
lap of luxuryThailand unveils its new MICE strategy to capitalize on wealthy Chinese travelers
MICE NOW10 MICE NOW10
NEwsBriEFs新闻简报
MICE NOW 11
泰国会议展览局(TCEB)日前宣布推出一套
旨在专门吸引中国会展游客的全新奢华会
展行业战略。这套方案精选了曼谷、清迈、普吉
岛、喀比、苏梅岛等地纳入高端会展业目的地,
以迎合人数日益庞大且挑剔的中国游客的需求。
方案的特色内容包括为100人以上的会展
团提供警力护送以及快速办理登机通道、为300
人以上的团队提供来自省总督/市长的特殊支持
等。500人以上的团队则可以享受到最高一档的待
遇:由当地官员招待的一顿晚宴。任何希望在各
自相关活动结束后延长居留期的游客还将获得住
宿费优惠。
泰国会议展览局一直将中国的奢华会展游客
视为一个未开发的利基市场。该局会议行业部门
高级经理埔里潘·布恩纳格说:“对于泰国的会
展行业而言,中国是一个庞大且重要的市场。中
国会展市场平均每年涨幅在15%到20%左右。”
根据泰国会议展览局的数据,在所有中国会
展游客中,有20%的人属于奢华会展游客。相比
普通会展游客,这些人每天的平均花销要多700
美元。通过将目标锁定在这一独特的团体上,泰
国会展行业2012年的收入有望增长8亿泰铢(合
2550万美元)至10亿泰铢(合3180万美元)。
在经历了50年来本国最为严重的洪灾后,泰
国政府对外宣布了这套全新的奢华会展战略。这
场洪灾始于2011年7月,它导致14个会展活动被
取消。乍看之下,当时泰国的会展行业似乎即将
迎来可怕的局面。早期数据显示,泰国的会展行
业可能会因此损失30亿泰铢(合9540万美元)左
右的收入以及大约10万名会展游客。不过泰国会
议展览局通过采取积极措施有效地减少了损失。
他们对下一季度内几乎所有的会议议程做出了调
整,并制定出一套详细的复原规划,其中包括各
项维持市场信心的措施、为延期的活动提供财政
补贴、针对活动组织公司的税收优惠措施以及为
国内活动提供资金支持。
旅游行业内的专家对此表示赞同,他们认
为这些措施,连同旨在发展奢华会展行业的新激
励机制一起,将确保泰国旅游业在2012年有所
增长。
极致奢华泰国展示全新会展行业发展战略,以期赢得富有中国游客的青睐
Chiva-Som, a luxury health resort, Huahin, Thailand
位于泰国华欣的奇瓦颂酒店
MICE NOW 11
Q: What do you consider to be the latest development trend for hotels in China?A: We are going to see an accelerated
movement towards more branded
players – this has happened in other
markets in the past around the world.
Brands are becoming increasingly im-
portant to Chinese consumers. They
seek out brands more actively and are
willing to pay more for top brands, be-
lieving that they are a symbol of qual-
ity – more so than in other markets. In
China, the whole hotel market is only
20% branded today, compared to 70%
and 60% in the US and UK respec-
tively. This presents a very large op-
portunity for branded hotel players; in
particular for IHG. We expect branded
rooms to grow to almost 50% by 2030,
driven by growing consumer demand
for branded products.
Q: are there any particular regions in China that you expect to see dra-matic growth?A: A lot of IHG’s growth is in the big
cities; Beijing, Shanghai, Guangzhou
and Shenzhen. But overall, growth is
occurring across China. IHG now sees
its biggest opportunities are to expand
into second-, third- and even fourth-
tier cities. By 2025, over 220 cities will
have over one million residents, and
we’ve mapped out clearly where we
would like to have our brands in those
cities. We have gone west – following
government initiatives for developing
cities like Chongqing and Chengdu.
Q: are there any other trends that you foresee in the near future?A: Resorts in China is a definite emerg-
ing market. They haven’t existed in
the past in China because individuals
didn’t have discretionary incomes, nor
did they have the time or inclination
to conduct such travel. Resorts will be
a future trend for the hotel industry
in China, which we are already seeing
in places like Sanya, with many luxury
resorts being built there. Chinese now
have increased time-off outside the
traditional “golden weeks,” increasing
affluence and a greater desire to travel
– particularly moving away from the
typical tour group travel of the past. We
are now seeing a lot more individual
travel, and as a result, we are going to
see huge growth in resorts in the com-
ing years.
Q: Can you elaborate on IhG’s devel-opment strategy of the new China brand?A: This new China brand idea will start
in China and then eventually expand
abroad. Thanks to extensive insights
made towards understanding Chinese
consumers, we are developing our
brand here that personalizes the hotel
experience for Chinese visitors. Then
once the new China brand is estab-
lished, we will expand abroad. There
are examples of other industries (such
as fashion) which are already doing this
- taking their Chinese brands to key cit-
ies where Chinese people are travelling
to, and that’s our long-term view too.
There will be 100 million outbound
travelers in the near future, so offering
a brand that they are familiar with will
be crucial in meeting their needs.
Q: are you confident that shanghai’s MICE industry can still sustain its growth in the post-Expo era? A: I have been amazed at the growth
of the MICE industry in China. One
of our hotels, the InterContinental
Shanghai Expo, is a great example of
the Bright FutureKeith Barr, CEO of IHG (InterContinental Hotels Group) Greater China, shares his perspectives with MICE Now on the ever-shifting consumer demands, the rising volume of leisure trips and the much-anticipated prosperity for China’s MICE industry
Keith Barr, CeO of iHg (interContinental Hotels group) greater China
MICE NOW12
问:您认为中国酒店业最新发展趋势是什么?
答:我们将会看到市场朝着有更多品牌竞争者
参与的方向加速运动——这正是世界其它地方
过去所发生的情况。品牌对中国消费者正变得
越来越重要。他们越来越主动的寻找品牌,相
信这是品质的象征,并愿意为顶级品牌花更多
的钱——这一点较其它市场更甚。与美国和英
国品牌酒店分别占市场70%和60%相比,当今
中国整个酒店市场仅20%为品牌酒店。这对品
牌竞争者来说是一个巨大的机会;尤其对洲际
酒店集团。我们希望,到2030年,在消费者
需求和品牌产品增长的推动下,我们的品牌客
房能够增加近50%。
问:您预期在中国有没有哪些特殊地区将出现
巨大的发展?
答:洲际酒店集团的很多增长出现在大城市;
如北京、上海、广州和深圳。但总体来说,全
中国都在发展。洲际酒店集团看到,如今,最
大的机会正向第二、三线,甚至是四线城市扩
张。到2025年,逾220座城市居民将超百万,
而我们对于希望在这些城市的哪些地方建立我
们的品牌已经胸有成竹。值得一提的是,我们
将走向西部——紧跟政府开发重庆和成都等西
部城市的运动。
问:在不远的将来您还预见到哪些其它趋势?
答:度假村在中国无疑是一个新兴市场。过去
中国没有度假村产业是因为个人可支配收入的
局限,同时也没有时间和意愿进行这样是旅
游。度假村将成为未来中国酒店业的趋势。我
们已经在三亚等建有众多休闲度假村的地方见
证了这一点。如今,除了传统的“黄金周”,
中国人的休假时间有所增加,人们变得越来越
富裕,且旅游的愿望也更强烈——尤其是正在
摒弃过去典型的跟团旅行。我们现在看到更多
的个人游,因此,在未来几年中,我们将看到
度假村的巨大增长。
问: 可否简单说明洲际酒店集团新开发的中国
品牌发展战略?
答:这一全新的品牌理念始于中国并将最终向
海外延伸。由于对中国消费者广泛深入的理
解,在这里,我们的品牌开发是为中国游客提
供个性化酒店体验。而一旦品牌确立,我们将
向海外推广。这种做法在其它行业(如时尚行
业)已有先例——将其中国品牌带到中国人常
去的主要城市,这也是我们的长远目标。在不
久的将来,境外游游客将达到1亿,因此在满
足他们的需求时,提供他们所熟悉的品牌将是
至关重要的。
问:您对上海会展奖励旅游业在后世博会年代
保持发展是否有信心?
答:中国会展奖励旅游业的发展令人惊喜。我
们旗下的酒店之一,上海世博洲际酒店就是这
一发展的最佳例证。它是为世博会而建的,而
现在,在世博区域内有一个以商务为中心的大
型再开发计划即将宣布,该酒店地处经济活动
繁荣的中心地带。基本上,在一个月中酒店总
有几个星期客满。多为各种类型的会展奖励商
务客,包括在国际、国内,以及政府主导的。
问: 在未来几年中中国的会展奖励旅游行业将
如何演变?
答:目前在一、二线城市,会展奖励旅游都有
强劲发展。而我认为,这将成为未来几年的趋
势,原因如下:首先,跨国公司在中国的投资
越来越多,本地也会吸引越来越多的会展奖励
游客。而国内企业和国有企业会议也在增长。
我常常惊叹于会展奖励旅游行业如此持续的发
展,即使供应迅速增长,这一行业仍有成长的
机会。在中国,该行业的发展诱因尚未如其它
市场那样真正启动。但我认为,当中国出现明
晰的度假村行业,将是下一波潮流启动之时。
前途光明洲际酒店集团(IHG)大中华区首席执行官柏思远(Keith Barr)与本刊分享他对不断变化的消费者需求、
休闲游数量的增加,以及中国会展奖励旅游行业更多可预见的繁荣的看法
viEwpoiNt高层视野
such growth. It was built for the Expo,
and now that there is a major business-
focused redevelopment plan - soon to
be announced - for the Expo area, this
hotel will be at the center of what will
be a lot of economic activity. The ho-
tel is basically full a few weeks out of
the month with MICE business of all
types; international, domestic and gov-
ernment-led.
Q: how will China’s MICE sector evolve in the coming years?A: There is strong growth in MICE
across both first - and second-tier cit-
ies right now, and I think that’s going
to be a continued trend in the years
to come, for several reasons. First,
you’ve got multinationals increasingly
investing in China, and having more
and more MICE visits here. But there
is also growth in domestic firms and
SOEs having conferences too. I am
constantly surprised about how MICE
business continues to grow, and even
with the rapid supply growth, that
there is still opportunity for growth in
this segment. Incentives is something
that hasn’t really taken off in China as
much as in other markets, but I think
that this will be the next trend that
starts to happen when there is a clear
resorts industry in China. InterContinental Shanghai Expo 上海世博洲际酒店
MICE NOW 13
MICE NOW14
time to MeetChina’s fragmented meetings industry has huge potential. Yet the degree to which this is reached will come down to better service and more regulation
MICE NOW14
MICE NOW 15
China’s meetings industry is becom-
ing seriously big business. One 2011
report – by global meetings procure-
ment agency HelmsBriscoe – put the
value of China’s conference and events
industry at US$150 billion. And this figure is only
thought to be expanding – some estimates are for
over 20% annual growth rates.
Yet, as with most budding business in the China
market, the meetings industry is continually chang-
ing. The sheer demand volume for events is expected
to expand in the coming months – according to The
China and Asia Meetings Industry Research Report
released in August 2011, 74% of event buyers antici-
pate an increase in the number of events they intend-
ed to organize over the preceding twelve months.
The concept of the ‘meetings industry’ is some-
what of an umbrella term, ranging from trade shows
and exhibitions, to small corporate team building
events. Leading industry reports such as The China
and Asia Meetings Industry Research Report, and
the 2011 HelmsBriscoe tend to focus on the more
large-scale events – such as domestic and interna-
tional trade shows.
“In 2012, [China] will exceed growth levels any-
where else in the world in terms of volume and value
of meetings business – domestic, inbound and out-
bound,” said Sally Greenhill, Managing Director of
The Right Solution – the independent research team
behind The China and Asia Meetings Industry Re-
search Report.
At the turn of the year, one of the most notable
turning points in the industry was the increasing pres-
ence of professional conference organizers (PCOs) in
China, and the Asia-Pacific region in general. And
with low barriers to entry, and fairly minimal official
regulation, the overall number of providers across the
market is growing rapidly.
Inevitably, a type of push-pull market is thus de-
veloping, whereby the demand for and spending on
conferences events is rapidly increasing, yet the sup-
ply-side is becoming quickly saturated. Ultimately
the key to success will depend largely on the quality
of service provided.
CovErstorY封面故事
The Ritz-Carlton Shanghai, Pudong上海浦东丽思卡尔顿酒店
MICE NOW 15
the year aheadWhen it comes to profiling de-
mand in the China market, the
general consensus is that the mar-
ket – and the demand in terms of con-
ference volume – is steadily growing. In
the China and Asia Meetings Industry
Research Report 2011, 74% of respon-
dents had organized events in 2011, up
from 64% the previous year.
This growth is not just inward, do-
mestic firms looking to hold conferenc-
es elsewhere in Asia, and even further
afield is another budding market. Ac-
cording to the China and Asia Meetings
Research Report, Taiwan, Macau and
South Korea were the top Asian desti-
nations of choice in the year leading up
to the report. Japan suffered a dip – due
to the March 2011 earthquake - but is
predicted to take back first place in the
next report. Further afield, Australia is
predicted to be the most popular choice
for the 2011/2012 period, followed by
North America. Of the report findings,
Greenhill noted the volume to which
outbound business has grown with sig-
nificant increase year-on-year to be the
most surprising of all findings.
Despite the overall predicted solid
growth, both organizations planning
conferences and conference organizers
themselves remain cautious in view of
the current global financial woes of Eu-
rope and the US.
Pan Wei, director of Corporate
Services at WildChina, a premium
Beijing-based travel agency, recalled
the serious implications of the global
crisis starting in 2008; “We survived,
but it was tough. A lot of events were
cancelled, and many of our major re-
peat customers became more demand-
ing in terms of the level of service they
expected for their money.” While Pan
happily confirmed that the situation is
much improved since their low-point
of 2008-end, she still has some con-
cerns for the coming year, since compa-
nies are now more cautious with their
event spending.
Indeed, despite 74% of buyers and
52% of suppliers surveyed in the 2011
China and Asia Meetings Industry Re-
search Report confirming their inten-
tions to increase the volume of events
they will organize in the preceding 12
months, only 34% of buyers and 27% of
foreign firms with local offices
in China now give them more autonomy with
regards to event plannings
MICE NOW16
Brilliant Resort & Spa, Kunming
昆明柏联精品酒店
MICE NOW16
CovErstorY封面故事
MICE NOW 17
Th a n k s
to its
rich history
and cultural
d i v e r s i t y ,
several ex-
otic and
‘unusual’ locations for conferences and
events have sprung up in the portfoli-
os of travel agents and PCOs in recent
years. Yet as corporate firms’ demand
for better service appreciates, and the
competition among suppliers intensi-
fies, event organizers are having to up
their game to ensure the ‘wow factor’
– and repeat business.
pan wei, director of Corporate Ser-
vices at wildChina, shares with MICE
NOW on their unique corporate events
at three unconventional locations.
unusual Events
wuzhen water town “We once rented out the whole wa-
ter town of Wuzhen, and turned it
into a huge meeting venue, turning
little areas such as book shops and
shoe shinning shops into break-out
session rooms as part of the confer-
ence.”
tibetan Dinner party “For one corporate firm, we took them
to a small village about one hour out-
side of Shangri-La in Yunnan province,
and threw a dinner party for them with
a local Tibetan family. Shangri-La itself
is already pretty small, so this was a real
treat for the company, to have such a
traditional experience. The family even
put on a traditional performance for
this small private audience.
wildrace through Dunhuang“We recently did a team building
event for one of our clients, racing
on four-wheelers through the sand
dunes in Dunhuang in Gansu prov-
ince. The whole event was planned
via a serious of challenges, and guests
had to try local delicacies to make it to
the next challenge. It was a complete
hit among executives, particularly the
treasure hunt and camping experi-
ences.”
suppliers predict budgets will increase
for the same period – indicating that
such events now need to offer more val-
ue-added for what is being spent.
The situation is however, according
to Pan, likely to improve with grow-
ing interest from domestic firms. “Our
portfolio has always been dominated by
foreign firms, including many Fortune
500 companies” she said. “Yet we have
an increasing portfolio of domestic cli-
ents, who are filling some of the space
left by foreign firms who left the market
as a result of the crisis.”
Another emerging trend in the do-
mestic market is that foreign firms with
local offices in China are now giving
them more autonomy with regards to
planning events to the local team. “De-
cisions used to be predominantly made
in boardrooms in the US and Europe,”
Pan said.
Supply-sideIn terms of providers, the conference
market remains fragmented. PR compa-
nies, PCOs and travel agencies all pro-
duce conferences in China. The domi-
nant provider has traditionally been
Going out: Events hosted in foreign countries such as South Korea and Australia are gaining
popularity among China's domestic firms跨出国门:中国本土企业越来越热衷于在韩国,澳大利亚
等海外旅游国家举办活动会议
Brilliant Resort & Spa, Kunming 昆明柏联精品酒店
MICE NOW 17
travel agencies as suppliers and organiz-
ers of such events, though according to
the China and Asia Meetings Industry
Research Report, PCOs are beginning
to catch up. Indeed, 22% of respondents
to the survey were PCOs, up massively
from just 8% in 2010. Pan concurs; “In
China, professional event planners are
now emerging.” Yet there is no big name
or clear market leader, she added.
Commenting on the findings of
the report, Greenhill agrees
that supplier capacity is evolv-
ing; “The meetings industry needs
specialist skills greater than those of-
fered by travel agents.” In explaining
this shift in market share, Greenhill
cited the increased awareness of in-
ternational core PCOs and other event
management companies, who having
witnessed the increasing opportunities
in the China market, and have begun to
set up offices here.
As the events industry in China
struggles to define itself and reach a
level of consolidation closer to western
markets, the underdevelopment is ulti-
mately reflected in the service and facili-
ties standards. The 2011 China and Asia
Meetings Industry Research Report saw
a 16% reduction from the 2010 report in
the number of respondents who deemed
the facilities used in their past year’s
events as very good or excellent. Addi-
tionally, 22% rated destinations used at
‘barley acceptable’ or ‘poor.’
The service level and competency
of local staff is another limitation in
the quality of supply. The standard of
English language skills of staff at event
is one of the most common causes for
complaint, according to Pan of Wild-
China. Furthermore, both buyer and
supplier respondents in the 2011 China
and Asia Meetings Industry Research
Report listed a lack of professionalism
and qualified staff as the top challeng-
es for successful conference market
growth in the following 12 months.
“Training certainly needs to keep
pace with development to ensure ser-
vice doesn’t suffer as the meeting in-
dustry spreads beyond Beijing and
Shanghai,” said Greenhill of the report
findings. She cited a need for the meet-
ings industry to offer exciting, reward-
ing and well remunerated careers, in
order to attract the “best brains” to en-
sure this.
Industry insiders have also ex-
pressed concerns of an un-consoli-
dated provision of physical locations
for meetings in China, with reports
of concerns emerging in various State
Media sources towards the end of 2011.
An official from the China Convention
and Exhibition Society recently told
the China Daily newspaper that many
cities in China have conference centers
that often stay vacant, leaving the ven-
ues struggling to survive in an increas-
ingly competitive market.
Amongst this fragmented market,
with below-par service levels and un-
MICE NOW18
Four Seasons Hotel Hangzhou at West Lake杭州西子湖四季酒店
MICE NOW18
der-utilized locations, it is unsurprising
that many industry experts are calling
for improved regulation. Tighter regu-
lation should also help minimize the
issue of sporadic intervention in events
by local governments. Indeed, Pan cit-
ed one challenge that WildChina some-
times faces is local government officials
intervening with a venue and disallow-
ing its use, which forces the company
to find a back-up venue – sometimes
at the financial cost to the company it-
self. “The worst part of these situations
is that it is very hard to explain it to a
foreign client,” she said. “They cannot
understand how the government can
have such an influence.”
the DestinationsWhen it comes to picking locations
in China, Beijing remains the leader
of pack, followed by Hong Kong and
Shanghai in second and third. While
substantially ahead of the second and
third place, Beijing actually saw a de-
cline in the number of international
meetings in 2010, while Hong Kong
and Shanghai both saw substantial
growth. Other notable cities include
Chengdu, Nanjing, Hangzhou and Da-
lian, though the numbers here are far
from those of the top three.
As a consequence of cost-squeezing,
there is an increased domestic demand
for conferences in less developed ar-
eas – particularly in the West of the
country, according to Pan, who cited
Yunnan province as one particular up-
and-coming destination. And as these
less developed destinations become
more sought-after, the market is rap-
idly catching up in terms of infrastruc-
ture and buildings, “which need to be
matched by good service,” Greenhill
said.
Regionally, the top three Chinese
cities have some way to go to compete
with the giants of Singapore, Seoul and
Tokyo. According to the Union of In-
ternational Associations (UIA) Inter-
national Meeting Statistics 2010, Sin-
gapore played host to 725 international
meetings in 2010, Seoul saw 201 and
Tokyo 190 – whereas China saw 236 in
total – for all cities. As China assesses
its huge potential in this market, it
would do well to look to these success-
ful cities; Singapore reached its level
of success by “combining the oriental
atmosphere with international stan-
dards,” according to Greenhill.
Yet each of the ‘big three’ do have
much to offer in this growing potential
market. All house the infrastructure,
history, culture, atmosphere, and a cer-
tain quality of hotels and restaurants
that event planners demand, according
to Greenhill.
China’s booming luxury hotel
market is clearly playing into this as
well, with some of the highest-ranked
branded luxury hotels in Asia being
located in these three cities. Hotel ca-
pacity is expected to spiral in the com-
ing years, with the number of rooms
anticipated to triple from their current
number by 2025. Moreover, five-star
hotels in the ‘big three’ continue to hold
strong on occupancy rates, with Beijing
and Hong Kong seeing over 80% occu-
pancy most months last year.
Beijing, at the heart of China’s
events industry, has strong supply-
hold for large international confer-
ences, with the Beijing International
Convention Center and China National
Convention Center being located in the
city. The capital’s many cultural spaces
– such as the Forbidden City, Summer
Palace and the Great Wall also provide
conference organizers with unique
locations for events, which have in-
creased in popularity in recent years,
according to Pan.
Shanghai, although host to fewer
events than Beijing, holds it own for the
Pearl Delta region, hosting 63 interna-
tional association meetings in 2010, up
from 34 in 2009. This is, in large part,
thanks to the success of the Shanghai
World Expo in 2010 – success which is
predicted to continue following soon-
to-be disseminated plans by the city
government to develop the old Expo
site into an international MICE hub.
A hopeful futureDespite the challenges ahead, China’s
potential as a global conference and
event host leader is undeniable. As Pan
puts it; “On one hand, clients have re-
straints on their budgets, but on the
other hand, thanks to China’s special
status in the world economy, strong
domestic growth should mean positive
growth for the industry too.”
Greenhill concurs; “The meetings
industry has woken up to the poten-
tial and focused their attention on the
market in China.” She added however,
that the global industry needs to un-
derstand that China moves at its own
pace, to its own tune. “China is such a
huge country - those in the West need
different attitudes to benefit, by mak-
ing more effort to understand how the
Chinese do business and how to appeal
to Chinese visitors.”
the meetings industry has
woken up to the potential and focused their
attention on the market in China
CovErstorY封面故事
MICE NOW 19MICE NOW 19
会议时间到中国零散的会议行业拥有巨大潜力。然而
若想充分挖掘潜能,行业必须提升服务品
质,加强监管力度
Four Seasons Hotel Hangzhou at West Lake杭州西子湖四季酒店
MICE NOW20
CovErstorY封面故事
中国的会议行业正在发展壮大为
一个举足轻重的重要行业。根
据全球会议采购机构海名汇博
(HelmsBriscoe) 2011年的
一份报告,中国会议活动行业的市值已经高达
1500亿美元。而这个数字今后只会有增无减:
有人预测行业的年增长率将超过20%。
然而正如中国市场上大部分新生产业一
样,会议行业正在不断发生变化。巨大的需
求将在今后数月内进一步扩大:根据2011
年8月发布的《中国与亚洲会议行业研究报
告》,有74%的活动买方预计,在未来的
12个月内,他们有意组织举办的活动数量将
有所增加。
“会议行业”的概念颇为广泛,范围包
括从大型贸易展会,展览到公司小型的团队
活动等。行业领先的《中国与亚洲会议行业
研究报告》以及海名汇博的报告更倾向于把
会议定义为更大规模的活动,例如国内外的
贸易展览。
发布《中国与亚洲会议行业研究报告》
的独立研究团队Right Solution董事总经理萨
利·格林希尔(Sally Greenhill)说:“2012
年,在会议业务(包括本国、对内以及对外
会议活动)的规模和价值这两方面,中国的
增长幅度将超过全球其它任何地区。”
时值岁末年初,回顾过去这段时间,会
议行业经历的一个最显著转变是有越来越多
的专业会议组织者(PCO)进入中国和亚太地
区。由于进入门槛较低,政府监管较少,市
场内的供应商数量正在快速增长。
于是一个推拉式的市场正在成形发展:
一方面,对会议活动的需求与投入正在快速
扩大,另一方面,市场的供应也在迅速趋于
饱和。最终成功的关键仍将主要取决于所提
供服务的质量。
展望来年谈 及 中 国 市 场 的 需 求 , 人 们 普 遍 认 为 市 场
( 以 及 对 于 会 议 规 模 的 需 求 ) 正 在 稳 步 增
长。在《2011年中国与亚洲会议行业研究
报告》中,74%的受访者表示他们已经在
2011年内组织了各种活动,这一数字相比去
年的64%有所提高。
这种增长并不仅仅局限在对内业务方
面,事实上国内公司正设法在亚洲其它地区
甚至更远的地方举办会议,于是另一个新生
市场也应运而生。根据《中国与亚洲会议行
业研究报告》,截至报告完成时,今年亚洲
最 热 门 的 三 个 会 议 目 的 地 分 别 是 台 湾 、 澳
门和韩国。由于2011年3月的大
地震,日本的排名有所下滑。但
是预计到下一份报告出炉时,日
本 将 重 新 夺 回 第 一 名 的 位 置 。 其
它 地 区 方 面 , 澳 大 利 亚 有 望 成 为
2011/2012年度最热门的选择,紧
随其后的是北美。在报告的诸多结
论中,格林希尔指出,外向型会展业
务规模的年增长幅度相当可观,这是
整份报告中最令人惊讶的发现。
尽管人们普遍预期市场将取得坚
实的增长,但是在当前欧洲、美国及
其它地区面临全球金融危机的大背景
下,不论是规划会议的机构还是会议组
织者自身都十分谨慎。
北京知名旅行代理机构WildChina
的企业服务总监潘薇对于2008年那场
全球危机所造成的严重影响至今记忆犹
新:“虽然我们幸存了下来,但当时的
日子真的很艰辛。很多活动被取消,许多
主要的常客在花了钱之后,对服务水平的
要求也越来越苛刻。”相比2008年底的低
谷,WildChina目前的状况已经有了巨大
的改善,这让潘薇颇为高兴,但她依然对
来年的形势有些担忧,因为现在公司对待
活动开支的态度要比以往更为谨慎。
确实如此,虽然有74%的买方和
52%的供应商在接受《2011年中国与
亚洲会议行业研究报告》调研时确认他
们有意向在今后12个月内增加所组织
活动的规模,但是只有34%的买方和
27%的供应商预计他们同期的预算会
有所提高,这意味着如今供应商必须
在当前价格水平的基础上提供更多
的增值服务。
不 过 潘 薇 表 示 , 随 着 国 内 公
司 的 兴 趣 日 渐 浓 厚 , 这 种 情 况 将 有
望得到改善。她说:“在我们所有的
客户当中,外国公司一直占据主导地
位,其中包括许多财富50 0 强公司。
但如今我们的国内客户数量也在不断增
长,由于危机的影响,一些外国公司退
出了这块市场,而国内公司的到来填补
了部分空缺。”
当前国内市场上的另一个趋势是,许
多在中国当地拥有办事处的外国公司正在
将组织会展活动的权利下放给当地团队。
据潘薇所说,“以往这些决定大都是在美
国和欧洲公司的会议室内作出的。”
Kempinski Hotel Beijing
Lufthansa Center
北京燕莎中心有限公司
凯宾斯基饭店
The Ritz-Carlton Shanghai, Pudong
上海浦东丽思卡尔顿酒店
New wedding tabletop
at Grand Hyatt Shanghai
上海金茂君悦大酒店新式婚礼桌面
MICE NOW 21
西藏晚宴“近期,我们为客户组织了一场团队建设活
动,驱车穿越甘肃敦煌的沙丘。整个活动策划
充满严峻的挑战,而顾客必须尝试当地美味
则成为另一项挑战。这一活动在公司高管中受
到全面热捧,尤其是寻宝活动和野营体验。”
供给角度在供应商方面,会议市场依旧保持着零散的
格局。公关公司、专业会议组织机构以及旅
行社都在中国提供会议服务。长久以来,旅
行社一直占据着主导地位,它们是此类活动
的供应商与组织者。然而《中国与亚洲会议
行业研究报告》显示,专业会议组织机构正
在迎头赶上。事实上,有22%的受访者是专
业会议组织机构,相比2010年仅仅8%的比
重有了巨大的提升。潘薇也认同这种说法,
她说:“在中国,专业活动策划机构如今正
在浮出水面。”不过她指出,目前还没有出
现知名品牌或明显的市场领导者。
在对报告结论发表评论时,格林希尔
也认为供应商的能力正在提升:“会议行业
需要获得更高级的专家技能,这是旅行社不
能提供的。”至于当前市场份额所发生的变
化,格林希尔认为原因在于国际核心专业会
议组织者及其它活动管理公司意识的增强。
在观察到中国市场上日益增多的机会之后,
他们已经开始在这里设立办事处。
中国的会展行业正致力于为自己正名,
并希望达到接近西方市场那样的规模,而最终
的短板仍在于服务和设施的标准。在《2011
年中国与亚洲会议行业研究报告》中,认为自
己在过去一年活动中所使用的设施“非常好”
或“卓越”的比例比2010年下降了16%,此
外有22%的受访者认为他们所使用的目标设
施只是“勉强接受”或“差劲”。
当地员工的服务水平与能力也限制了供
应的质量。据WildChina的潘薇所说,员工
在活动中的英语技能标准是最常见的投诉原
因之一。不仅如此,《2011年中国与亚洲会
议行业研究报告》还指出,受访的买方和供
应商都将缺乏专业与合格的员工列为会议市
场在今后12个月内顺利实现增长所面对的最
大挑战。
格林希尔在谈到报告的结论时说:“随
着会议行业向北京、上海以外的地区扩展,
供应商们显然需要通过与发展相匹配的培训
来确保服务质量不受影响。”她指出,为了
吸引最好的人才来实现这一目标,会议行业
需要为他们提供激动人心且报酬丰厚的职业
发展。
业内人士还对中国不稳固的实体会议
场所供应表示了担忧,在2011年行将结束
之际,各官方媒体也纷纷表达了这种忧虑。
一位来自中国会展协会的官员近日向《中国
日报》透露,中国许多城市当中的会议中心
都时常处于空置的状态,随着市场竞争的加
剧,这些场馆不得不为了生存而苦苦挣扎。
在这样一个零散分离、服务水平低下、
场馆无法得到有效利用的市场里,无怪乎许
多行业专家正在呼吁政府加强监管。更严格
的监管也能够帮助减少地方政府对活动的零
星干预。的确,潘薇就表示WildChina有
时会遭遇地方政府对场地的干涉,由于他们
禁止使用场地,公司不得不另寻它处,有时
候这种额外的成本还会由公司自己承担。她
说:“最糟糕的是,我们很难向外国客户解
释这种情况,因为他们无法理解为什么政府
会有这样的影响力。”
目的地至于在中国挑选会议场所,北京目前仍是首
选,紧随其后的是香港和上海。虽然目前北
京还领先第二名和第三名一大截,但事实上
2010年在北京举行的国际会议数量已经有所
下降,而香港和上海举行的会议数量则显著
中国的会展行业正致力于为自己正名,并希望达到接近西方市场那样的规模
由于丰富的历史和文化多样
性,近年来,在旅行社和专
业会议组织者的产品系列中
涌现出一些“与众不同”的
会议和活动地点。然而,由
于公司需要更好的服务满意
度,以及供应商之间的竞争
加剧,活动组织者必须提升
其游戏规格以确保‘出彩元
素’,并吸引回头客。
WildChina旅行社公司
服务部总监潘薇与本刊读者
分享他们策划过的在非传统
地点举办过的三场别样的公
司活动。
别样之旅
敦煌越野“近期,我们为客户组织了一场团队建设活
动,驱车穿越甘肃敦煌的沙丘。整个活动策划
充满严峻的挑战,而顾客必须尝试当地美味则
成为另一项挑战。这一活动在公司高管中受到
全面热捧,尤其是寻宝活动和野营体验。”
乌镇水乡“我们曾经租下整个水乡乌镇,把它变成一个
巨大的会场,将书店,擦鞋舖等小地方分隔成
大会的分会场。”
MICE NOW22
CovErstorY封面故事
上升。其它诸如成都、南京、杭州和大连等
城市也同样引人注目,不过目前那里的会议
数量还远远落后于前三甲城市。
潘薇表示,由于成本压缩,越来越多的
国内需求选择将会议安排在欠发达地区、尤
其是中国的西部进行。她认为云南就是一个
新兴的会议目的地。随着对这些欠发达地区
的需求增长,市场上的基础设施和建筑也在
快速赶上,用格林希尔的话说,“它们需要
同优质的服务相匹配。”
从区域上看,中国的前三甲城市已经
能 够 在 一 定 程 度 上 同 新 加 坡 、 首 尔 和 东 京
这样的巨头竞争。根据国际协会联盟(UIA)
《2010年国际会议统计》的数据,2010年
新加坡共举办了725个国际会议,首尔和东
京的数量分别为201个和190个,而中国所
有城市加在一起共举办了236个。由于中国
正在对自己在这一市场内的巨大潜力进行评
估,他们不妨向这些成功的城市学习经验:
据格林希尔所说,新加坡之所以能够取得如
此成功,正是因为他们“结合了东方氛围与
国际标准。”
事实上在这个不断增长的潜在市场中,
中国的前三甲城市也确实有机会大展身手。
格林希尔表示,三个城市都拥有基础设施、
历史、文化、氛围,以及一些符合活动规划
者们要求的高品质酒店和餐厅。中国日渐繁
荣的豪华酒店市场显然将在其中扮演重要角
色,亚洲一些排名最高的豪华酒店正在入驻
这三座城市。今后数年内的酒店容量将实现
螺旋式的上升,到2025年,客房数量将达到
现在的三倍。除此之外,前三甲城市当中的
五星级酒店入住率仍将继续持高不下,其中
北京和香港在去年大部分月份里的入住率都
超过了80%。
作为中国活动行业中心的北京能为大型
国际会议提供强大的供应支持。北京国际会
议中心和中国国家会议中心都坐落在这座首
都城市中。此外这里还拥有许多文化场所,
如紫禁城、颐和园和长城等,它们也为会议
组织者们提供了独特的活动场地,据潘薇所
说,近年来此类活动已经深受欢迎。
虽然上海举办的活动数量要少于北京,
但凭借着长三角地区的优势,上海在2010年
共举办了63个国际会议,相比2009年的34
个有了长足的进步。这在很大程度上应当归
功于2010上海世博会的成功。在世博会闭幕
后不久,上海市政府便宣布将把原先的世博
场地打造为国际会展枢纽,世博会的成功将
有望得到延续。
美好的未来尽管前方挑战重重,但是中国作为领先国际
会议与活动举办国的潜力是毋庸置疑的。潘
薇 说 : “ 一 方 面 , 客 户 面 临 自 己 预 算 的 限
制,另一方面,得益于中国在世界经济中的
特殊地位,强大的经济增长表现也将推动行
业的积极发展。”
格林希尔对此表示认同:“会议行业已
经察觉到了这个潜力,并已将注意力投向中
国市场。”但她同时指出,全球行业必须明
白中国是按照自己的步伐、向着自己的目标
前进的。“中国是一个庞大的国家,西方公
司需要采取不同的态度才能从中获益。他们
需要投入更大的精力去了解中国人的营商方
式以及如何吸引中国游客。”
Royal Caribbean Cruises 皇家加勒比游轮
Sofitel Guangzhou Sunrich 广州圣丰索菲特酒店
InterContinental Century City Chengdu 成都世纪城天堂洲际大饭店
MICE NOW 23
Luxury hotels are the bread-and-butter of conference locations in China, with a rap-
idly growing number of five-star hotels upping their game to provide unique and
memorable event services to the ever-demanding market. As the industry enters an-
other year that is set to see more and more luxury hotels spring up, three top hotels in
China shared with MICE Now their memories from successful 2011 events:
the hotel offerings
FutianShangri-La Shenzhen“With a large selection of function
rooms, professional servicers and
signature events, Futian Shangri-La
Shenzhen is a first choice for organiz-
ers to hold various events. We have the
largest ballroom in town, which is near
1,800-sqm with ceiling height of 9.5m.
The ballroom foyer is over 500-sqm
and can be freely designed for compa-
ny image deco. The design of the esca-
lator and cargo lifts is very critical for
big MICE events and it help to improve
set-up efficiency and support the cre-
ative deco. We are looking forward to
more and more fabulous events in Fu-
tian Shangri-La, Shenzhen”
Ms. rose wu
Director of Event Management
Sofitel wanda Beijing“A highlight event held in Sofitel
Wanda Beijing in 2011 was the BMW
Dealer Business Conference of 300
participants in April 8. It was a very im-
portant international conference with
all high ranking guests from London.
The hotel as a team jumped into ac-
tion of a brainstorming on how to im-
press the guests. When the guests ar-
rived at 3:00 a.m. in the morning, what
greeting them were a magnificent
welcome, warm towel with perfume,
five kinds of fresh juice to select and
tailored refreshment. Given that they
have taken an over-10-hour flight, the
hotel offered an express check-in in
case guests wanted to go to bed right
away. Even to their surprise, they saw
a full board of hotel executives greet-
ing them with a smile in the Lobby at
3:00 a.m.”
Ms. Maggie Chen
Director of Sales and Marketing
the ritz-Carlton Shanghai, pudong“The standout event for us last year was
the wedding reception of a Chinese
celebrity couple; a dinner banquet
held in The Grand Ballroom of the
hotel. The wedding was in early June
2011 and it drew massive publicity
and coverage in Shanghai and also
in Hong Kong. There were over 500
guests attended the event. Under the
professionalism of our hotel’s wedding
butler and her team, the entire set-up
and decorations in the crystal-palace
like Grand Ballroom, combined with
the legendary Ritz-Carlton service,
helped create a fantastically grand
and touching atmosphere. All the
VIPs attending the wedding felt very
privileged and honored - it was indeed
an unforgettable event for the bride
and the groom, the guests, the media,
the hotel staff as well as the public. It
was a uniquely memorable occasion
for the couple, thanks to the best MICE
factors that one can experience here at
The Ritz-Carlton Shanghai, Pudong.”
Ms. Maggie wang
Assistant Director of
Catering and Conference
24 MICE NOW
在中国,会议筹办是奢侈酒店一项举足轻重的业务。越来越多五星级酒店正加大投入,为日益挑剔的市场
提供独特和令人记忆深刻的活动服务。随着整个行业跨入新的年度,将有越来越多的奢侈酒店不断涌
现。下面,3家中国顶级酒店与本刊分享了他们在2011年举办过的成功活动经验。
酒店服务
深圳福田香格里拉大酒店
“深圳福田香格里拉大酒店凭借数量众多
的一系列功能厅、专业服务人员和以往标
志性的活动,成为了举办各类活动的最佳
组织方。我们拥有市内最大的宴会厅,
面积近1800平方米,挑高9.5米。宴会厅
休息室面积逾500平方米,能为公司自由
设计公司形象展示装饰。电梯和货梯的设
计对于大型会展奖励(MICE)活动极为重
要,因为它们能帮助提高效率,并支持创
意类的装饰布置。我们衷心希望,会有更
多美妙的活动在深圳福田香格里拉大酒店
举办。”
北京万达索菲特大酒店
“本年度北京万达索菲特大酒店的精彩
活动是在4月份召开的,有300名参与者
的宝马经销商商务会议(BMW Dea ler
Business Conference)。那是一场重要
的国际性大会,有许多来自伦敦的高级
别客人。为了使客人留下深刻的印象,酒
店的员工立刻开始行动。当客人凌晨3点
抵达酒店时,迎接他们的是盛大的欢迎小
组,沾有香水味的热毛巾,5种不同的新
鲜果汁和为他们量身设计的放松活动。考
虑到来宾们已经飞行了10多个小时,酒
店还提供了特快登记服务,让疲劳的旅客
能尽快休息。而最另他们感到惊讶的是在
早上3点看到酒店全体高级经理在大厅面
带微笑的热情迎候。”
上海浦东丽思卡尔顿酒店
“我们本年度其中一个杰出活动是中国明
星夫妇的婚礼,他们在2011年6月初于酒
店大宴会厅举办了隆重的婚宴,吸引了香
港和上海媒体广泛关注和报道,来宾总数
超过了500人。在酒店婚礼管家和其团队
的专业服务下,整个设计安排和装饰加上
传奇丽思卡尔顿服务,营造了盛大并动人
的气氛。所有参加婚礼的嘉宾都得到了高
规格礼遇。由于上海浦东丽思卡尔顿酒店
拥有激动人心的MICE元素,让每一位参
与者,包括新娘和新郎、来宾、媒体酒店
的绅士淑女们和公众,都留下了深刻美好
的印象。”
25MICE NOW
CovErstorY封面故事
As a key part of China’s
transportation infrastruc-
ture, the aviation industry
has been the recipient of
vast amounts of investment, and the
number of direct flights keeps growing
both internationally and domestically.
International airlines have also identi-
fied China as a key market to develop,
but China’s own airlines of course are
benefitting the most, accounting for
around 60% of the industry’s world-
wide profits, according to one estimate.
In the next five years, the number
of China’s passenger trips and aircrafts
are predicted to more than double,
while 56 extra airports are slated to
open, taking the total to 231. China is
following in the footsteps of the United
States and Europe, in terms of the den-
sity of the direct flight network to both
large and small centers, and will even-
tually compete and surpass both.
Is the sky the limit?China’s aviation industry continues to boom with future investment and growth assured. So what does this mean for the MICE industry?
As China’s airways become more
accessible, the competition between
airlines for a slice of the China pie in-
creases. Qatar Airways, to give one
small example, recently added their
fifth gateway into China (Chongqing).
This boom can only be good news
for the MICE industry. With more des-
tinations in China becoming available
and cross-border flights more frequent
and targeted at a growing range of Chi-
na cities, the number of potential loca-
tions for events throughout mainland
China also grows, as does the oppor-
tunity for people to move from China
to locations in Southeast Asia or else-
where cheaply and easily.
Seatbelts fastenedThe investment into China’s aviation
industry has meant that China’s air-
lines, almost all state-owned and run,
will not only see it become one of the
world’s biggest but also one of the saf-
est – newer aircraft that are statistically
less accident prone than older aircraft.
Moreover, China has one of the young-
est fleets of any country.
But air travel in China is increas-
ingly in competition with high-speed
rail. The new rail network, while hav-
ing experienced safety problems and
accidents, is still becoming incredibly
convenient, fast and pervasive, and
many flights between cities less than
1,500 km apart will be threatened due
to the availability of high-speed rail
connections. Shanghai-Beijing is the
busiest route in the country and rail
has already made huge inroads into the
business market.
But planes will still be flying and
airlines still making money in spite
of the high-speed trains. In 2011, Air
China bought 36 new aircrafts, includ-
ing 19 ‘777-300 ER’ from Boeing. while
MICE NOW26
CHiNAFoCus聚焦中国
China Eastern looks to purchase 49
new planes this year. China is easily
the biggest market for both Boeing and
Airbus, and is also working on its own
locally designed commercial aircraft.
Business-appropriate servicesThe growing importance of air travel to
the China MICE industry was empha-
sized by Doreen Cai, senior marketing
manager at Shun Tak Hospitality Ltd.
“The growing presence of multination-
al companies, talking with clients from
other regions or branch offices in an-
other area makes air travel an integral
part of the MICE industry,” she said.
She said several airlines were offer-
ing special packages aimed at attract-
ing MICE business out of the China
market. Lufthansa has a special pro-
gram for ‘Conferences and Events’,
while Emirates Airlines and Singapore
Airlines both provide “excellent MICE
travel packages.”
Multinational companies are par-
ticularly increasingly organizing events
for their staff outside of China “to dem-
onstrate corporate culture and elevate
corporate branding,” said Cai.
incentives for improvementThe primary concern attached to air
travel in China is punctuality. A very
high proportion of flights in China are
delayed for a variety of reasons, but
there has been progress in the past year
or more, with civilian air traffic control
being given more control over more
times and routes. Customer service is
gaining weight in consumer choices as
competition among domestic and for-
eign airlines heats up. The greater free-
dom of choice in terms of what travel
options and which airline, means that
passengers can increasingly insist on a
good quality service.
Apart from takeoff delays, airports
have become notorious for cumber-
some boarding and check-in processes,
certainly compared to high-speed rail.
But Cai said there are hopes that air-
ports can open ‘green channels’ that
grants “custom passage priority for me-
dium to large sized meeting groups.”
This would at least alleviate some of the
aggravation, while better wifi access
and improved business lounges would
help too.
Despite other challenges such as the
looming shortage of properly-trained
pilots, which pressed Chinese airlines
to recruit worldwide, the nation’s avia-
tion industry will continue the momen-
tum. International airlines from across
the world are looking to jump on board
with what will be the world’s fastest
growing aviation industry and this will
ultimately improve the quality of ser-
vice, increase competitive pricing for
customers, and create new and exciting
possibilities for the MICE industry.
MICE NOW 27
作为中国运输基础设施的一个主要
部分,航空业向来都是巨额投资
的对象。国内外直飞航班的数量
不断持续增加。国际航空公司也把中国定位为
其发展的主要市场,但中国自己的航空公司当
然是获益最大的。据估计,它们占据了该行业
全球收益的60%左右。
在未来5年内,中国旅客和飞机的数量预
计将至少翻番,而另有56座机场预计也将纷纷
投入运行,国内机场总数将增长到231座。从
大小中心城市间直飞网络密集度来看,中国正
紧跟美国和欧洲的步伐,并终将赶上甚至是超
过它们。
随着中国的航路变得更加便捷,为了能
分得一杯羹,航空公司间的竞争趋于激烈。
举个小小的例子,卡塔尔航空公司(Qatar
Airways)近期增开了直达中国(重庆)的第五
条航线。
这对会展奖励旅游(MICE)行业来说无
疑是个好消息。随着中国的直达目的地越来
越多,并且前往中国各大城市的国际航班线
路越来越频繁,中国大陆能够承办活动的潜
在目的地的数量增加了。同时中国人能更便
宜、更容易地前往东南亚或其它地区的机会
也在增加。
系好安全带对中国航空业的投资表明,中国的航空公司
(几乎都属国有企业)不但会目睹这个行业成
为全球规模最大的产业,也会看着它成为全球
最安全的产业——据统计,老飞机比新飞机更
易出事故,而中国却拥有着比任何国家都要年
轻的机群。
但在中国,航空旅行正在逐渐受到高铁
的强劲冲击。全新的轨道网络尽管经历了安全
问题和事故的考验,但其便捷、迅速和普及性
依旧令人难以置信。许多往返于两座间隔不到
1500公里的城市的航班将因高铁的到来受到
威胁。上海—北京是全国最繁忙的路线,而高
铁已大举打入这个商业市场。
虽然有高速火车的介入,但航班仍将保持
繁忙,航空公司依旧会赚钱。中国国际航空公
司于去年购买了36架飞机(其中包括19架来
自波音公司的‘777-300ER’机型), 而东方
航空公司今年预计还会引进49架。中国无疑是
波音和空客的最大市场,而其自身也在研发本
土设计的商用飞机。
迎合商业的服务信德旅业服务有限公司(Shun Tak Hospitality
Ltd)的高级市场部经理多琳·蔡(Doreen Cai)
强调了航空旅行对中国MICE业日益增加的重
要性。她说:“跨国企业越来越多,它们要
和其它地区的客户或其它地区的分支办事处谈
判,这使得航空旅行成了MICE业务必不可少
的一部分。”
她说,不少航空公司推出了特别套餐,旨
在吸引中国市场外的MICE业务。汉莎航空公
司(Lufthansa)有一个“会议和活动”的特别
计划,而阿联酋航空公司(Emirates Airlines)
天空才是界限由于未来投资和增长得以保障,中国航空业继续蓬勃发展。这对会展奖励旅游业意味着什么呢?
MICE NOW28
和新加坡航空公司(Singapore Airlines)则都
推出了“卓越MICE旅游套餐”。
多琳·蔡表示,尤其是跨国企业正在越来
越多地为它们的员工组织出国旅游活动,以“
展示企业文化,提升企业品牌形象”。
改进的动力中国航空旅行的主要隐忧是航班准时率。在中
国,有很大一部分的航班因各种因素而延误。
但随着民用航空空中交通管制中心被赋予了对
更多时间和线路的控制权,过去几年来这种情
况正在改善。随着国内外航空公司的竞争愈演
愈烈,对于客服的质量也将成为乘客选择航班
一个日趋重要的因素。从旅行线路和航空公司
的选择来看,更大的自由度意味着乘客可以坚
持要求航空公司提供优质服务。
除了起飞延误外,与高铁相比,机场繁琐
的登机和验票手续也是一大问题。但多琳·蔡
表示,机场有望开通“绿色通道”,给予“大
中型与会团体海关通道优先权”。这至少能缓
解一些压力,而良好的wifi服务和改善的商务
休息室也会带来帮助。
尽管国内的航空公司也还面临诸如飞
行员人才短缺并促使全球范围招聘等重重挑
战,航空业的发展势头却不会因此放慢。来
自全球各地的国际航空公司都希望能够进入
这个全球发展最快的航空业,而这将最终促
进服务质量并扩大游客的选择范围,推动竞
争性定价,并给MICE行业带来更多令人激动
的可能未来。
在未来5年内,中国旅客和飞机的数量预计将
至少翻番,而另有56座机场预计也将纷纷投入
运行,国内机场总数将增长到231座
CHiNAFoCus聚焦中国
Shanghai Pudong International Airport上海浦东国际机场
MICE NOW 29
China’s MICE planners may
soon be able to include
small island getaways in
their portfolio of choice for
destinations for their MICE travel –
and it won’t mean having to leave the
country. In April last year, the govern-
ment published a list of 176 uninhab-
ited islands offshore from China’s main
costal provinces – including Shan-
dong, Jiangsu and Zhejiang – that it in-
tends to slowly privatize.
Private individuals and firms can
apply to the State Oceanic Administra-
tion (SOA) for a certificate to explore
use of an island for storage, agriculture,
and most importantly, tourism. While
the list of islands that can currently be
leased is currently small, the long-term
potential of this development is huge
– China has over 9,000 uninhabited
islands.
By mid-December, two of the is-
lands on the list had been officially cer-
tified to two different developers. The
first, Dayangyu – a 0.258 sq km island
off the coast of Ningbo in Zheijiang
province – was auctioned for RMB20
million (US$3.2 million) to Ningbo
Gaobao Investment Co. Ltd, which
now has all land rights on the island for
50 years. The investment firm plans to
turn the island into a high-end tourism
and recreational destination.
While it will take some time to de-
velop such islands into full-scale re-
sorts – most of the islands on the list
have yet to receive government approv-
al over the use of the licenses – there
is an obvious potential here for new
MICE destinations.
Island storiesAs China loosens its laws on the use of hundreds of uninhabited islands, the prospects for MICE resorts looks promising
Moreover, the awareness and de-
mand from Chinese travelers to these
kinds of exclusive and remote resorts
has been increasing. As Chinese con-
sumers become more affluent, the dy-
namic of outbound travelers is moving
increasingly away from package tour
group travel, and into individual re-
sort-based trips.
The incentive travel side of MICE
has particular scope to benefit from the
growth in island resort travel in China.
Beach resorts have long formed the
basis for incentive travel in the global
market, and while the concept of incen-
tive travel rewards is quite in its infancy
for Chinese firms, it is in itself seeing
potential for growth.
For instance, Jeju eyes on attract-
ing more MICE tours groups from Chi-
na, Japan and Southeast Asian coun-
tries. Natural draws aside, the island
boasts world-class hotels and resorts,
such as The Shilla Jeju, Lotte Hotel
Jeju and Hyatt Regency Jeju, coupled
with leisure activities such as golf and
fishing. Besides, business delegates
find the resort-style conferences more
relaxed, which promotes greater busi-
ness opportunities and networking op-
portunities.
Inevitably, given the very early stag-
es of China’s island developments, it will
be some time before a MICE island hub
can emerge. There is also the issue of
developing sufficient transport and in-
frastructure links to such islands, which
will require substantial long-term in-
vestment and planning. But it is a start.
The concept of island resorts as a
destination for MICE events has seen
significant success in the Southeast
Asian region. Locations such as islands
near Cebu in the Philippines, or Lang-
kawi in Malaysia have now established
themselves as international hubs for
island-based MICE events. Cebu in
particular has soared in popularity as
a MICE destination in the past decade.
The island enjoys increasing popular-
ity as the wedding destinations for
Japanese nationals. In particular, the
establishment of the US$10 million
Cebu International Conference Cen-
ter, built specifically for both the 12th
Asean Summit and 2nd East Asia Sum-
mit in 2007, was a major leap forward
for this island’s MICE market poten-
tial. Some experts are now citing Cebu
as a real contender to the big MICE
players of the US and certain Europe-
an destinations.
And other new hubs are springing
up frequently. Sentosa – a man-made
island just off the coast of Singapore
and Jeju – a tropical spot belonging to
a South Korean province – are just two
examples of locations being dubbed the
“New MICE hub”.
The draw for MICE travel to South-
east Asian islands is fairly obvious. The
remoteness of an event at a seemingly
untouched or exclusive location can
give such an event a premium feel.
Beaches, wonderful views and cuisine
are all major plus points that cannot
always be found of a big city event. For
Mactan and Cebu, the natural warmth
and Filipino hospitality are among the
top charming elements.
Sanya Marriot Resort & Spa 三亚万豪度假酒店
MICE NOW30
CHiNAFoCus聚焦中国
中国会展奖励旅游(MICE)策划者或
许能够很快把远离都市喧嚣的海
岛纳入其会展奖励旅游目的地选
项的组合中。而且这并不意味着必人们须出
国。2010年4月,政府公布了176座远离中国
主要沿海省份(包括山东、江苏和浙江)的无
人居住海岛,并有意使这些小岛逐渐私有化。
个 人 和 私 营 企 业 可 以 向 国 家 海 洋 局
(SOA)申请海岛开发执照,用于储藏、农
耕 , 以 及 最 重 要 的 旅 游 业 发 展 。 尽 管 目 前
可供租用的海岛数量很少,但长期来看这个
发 展 项 目 潜 力 巨 大 — — 中 国 海 域 内 有 超 过
9,000座无人居住岛屿。
到去年12月中旬,在开列的海岛中已经
有两座被正式授权给两家不同的开发商。第一
座大羊屿(位于浙江省宁波沿海以外的岛屿,
面积0.258平方公里)以2千万人民币(合320
万美元)的价格拍卖给宁波高宝投资有限公司
(Ningbo Gaobao Investment Co. Ltd.)。该
公司如今拥有50年的土地使用权。投资公司计
划将小岛变为高端旅游休闲目的地。
尽管将诸如此类的海岛开发成规模完整
的度假村尚需时日——表单上的多数岛屿已
经获得政府有关授权使用的批文——但对于
会展奖励旅游新目的地而言,却有着显而易
见的发展潜力。
岛 屿 度 假 村 作 为 会 展 奖 励 旅 游 活 动 目
的地的理念在南亚地区已经获得了巨大的成
功。像菲律宾的宿务附近的岛屿或马来西亚
的兰卡威岛如今已树立起了国际会展奖励旅
游活动基地的形象。特别是宿务岛,在过去
十年中作为会展奖励旅游目的地的热度迅速
飞升。目前有越来越多的日本人盛行在宿务
岛上举办婚礼。尤其是专为2007年第12届
亚洲峰会(the 12th Asean Summit)和第二
届东亚峰会( 2nd East Asia Summit)建造
的价值1千万美元的宿务国际会议中心(Cebu
International Conference Center)的落
成,对其会展奖励旅游市场潜能来说是重大
的飞跃。一些专业人士现在将宿务岛跟美国
和欧洲某些大型会展奖励旅游目的地相提并
论,把它视为后者的劲敌。
而其它时常出现的新兴活动中心。圣淘
沙(新加坡外海人工岛)和济州岛(韩国著
名热带风情旅游小岛)只是被誉为“新兴会
展奖励旅游中心”所在地的两个例证。
南亚岛屿作为会展奖励旅游目的地的吸
引力显而易见。在一个与世隔绝或独家经营
的场所举办活动,那种心远地偏的体验让人
产生一种优越感。海滩、美丽的景色和珍馐
美食,都是在美国这样的大城市活动中不可
求的重要加分点。对于麦克坦岛和宿务岛来
说,天然的温暖气候和菲律宾人的热情好客
都是其魅力所在。
此外,中国游客对于此类独家经营的偏
远度假村的意识和需求与日俱增。随着中国
消费者越发富有,境外游的能量正不断从团
队游向度假村式的个人行转变。
会展奖励旅游中的奖励游部分是特别能
从中国的度假岛屿游中获益的领域。在全球
市场上,海滩度假长期以来构成了奖励旅游
的基础,而此理念在中国公司还刚刚萌芽之
时,它本身就具有求发展的潜能。
举例来说,韩国的济州岛聚焦于吸引来
自中国,日本和其他东南亚国家的奖励旅游
团队。除了风景秀丽的环境外,在济州岛驻
扎的世界一流酒店,包括济州岛新罗酒店, 乐
天酒店和济州岛凯悦酒店。附带的娱乐活动
包括高尔夫和钓鱼。此外,在度假村式举办
会议让商务代表们无不感觉更放松,也能促
进更好的商业交流机会,发展人脉关系。
不可避免的,鉴于中国岛屿的开发尚处
于初期阶段,会展奖励旅游岛屿中心的崛起
尚需相当一段时间。同时,如何充分建设与
这类海岛之间的交通和基础设施联系也是一
个不容忽视的问题。这终将是一个相当长期
的投资和规划。
不过这一切都刚刚开始。
海岛故事随着中国放松有关百余无人居住海岛使用权的法律,会展奖励旅游业前景可期
Treasure islands: Private developers eye on turning untapped island to tourism hot spots.
金银岛:私有开发商着眼于把无人岛打造为新兴旅游热点
Sanya Marriot Resort & Spa 三亚万豪度假酒店
Dayangyu, an island off the coast of Ningbo位于宁波沿海外的大羊屿
MICE NOW 31
For the world’s major cruise
companies, mainland Chi-
na is undoubtedly the new
frontier. Lured by the coun-
try’s prosperous outbound tourism in-
dustry and favorable government poli-
cies, international cruise lines such as
Costa Cruises and Royal Caribbean are
making a splash on China’s seashores
and boosting the deployment of cruise
ships into this virtually untapped mar-
ket.
This is having a big effect on China’s
wider travel industry. China’s coastal
cities are preoccupied with upgrading
port terminal infrastructure to prove
their potential as world-class home-
ports for cruise ships. Private capital is
also flooding into domestic cruise com-
panies looking to compete against the
international lines, further underscor-
ing China’s position as the world’s next
boom cruise market.
In 2010, a total of 790,000 main-
land Chinese tourists took a sea trip to
visit another country, a substantial 20
percent growth over 2009, according
to the China Cruise & Yacht Industry
Association (CCYIA). The country re-
ceived 223 cruise ship visits in 2010.
And there were 95 international cruis-
es departing from China ports, com-
pared to none only six years ago. With
the steady growth of Chinese outbound
tourists, whose spending is projected by
the Boston Consulting Group to triple
that of Japanese tourists before 2020,
cabin bookings by Chinese passengers
are expected to continue to soar.
Layering the marketThe scale and complexity of China’s
burgeoning cruise market offers oppor-
tunities for cruise companies to explore
different pricing strategies to target
unique market segments.
Three major foreign cruise compa-
nies - Costa Cruises, Royal Caribbean
and Star Cruises - have picked various
Chinese coastal cities as homeports for
the development of Asia tour business.
The Miami-based Royal Caribbean has
announced plans to offer 49 cruises de-
parting from Chinese ports while add-
ing Xiamen as its fourth homeport this
year after Shanghai, Tianjin and Hong
Kong. In 2012, Royal Caribbean will
run the 137,000-ton Voyager of the
Seas from China while Costa Cruises
will deploy its 76,000-tonne cruise
ship Victoria to the country.
“The strategy for Royal Caribbean
and Costa Cruises is to start from the
bottom end of the market and gradually
raise brand awareness among Chinese
consumers,” said Lu Haifeng, market-
ing representative from Princess Cruis-
es Shanghai agency. “But eventually
they hope to bring about 20% of these
sailing headlong International cruise companies are pulling towards
China’s shores, capturing the nation’s rising demand for unconventional leisure experiences
Evening cocktail cruise on the Amaryllis by Orient-Express 在Orient-Express的Amaryllis号邮轮上的鸡尾酒晚宴
Silversea Cruises
MICE NOW32
and Vietnam, with a total of 33 cities.
Hong Kong-based Star Cruises oper-
ates four ships in Asia and has brought
around one million passengers through
mainland China port visits.
The cruise industry experiences
generally high customer loyalty. Inevi-
tably, localization is a common strategy
for giant international cruise compa-
nies gaining a firm foothold in China,
as well as the rest of Asia. Royal Carib-
loyal customers to its high-end cruise
business.”
For a five-day, four-night trip from
Hong Kong to Taiwan with Costa
Cruises, passenger prices range from
an economy double room at RMB3,199
(US$506) per person to a deluxe suite
with balcony at RMB6,399 (US$1,013).
At the higher end of the price spectrum,
US’s Princess Cruises and the Italian
Silversea Cruise are looking to attract
the country’s wealthiest consumers. On
the cruise ship Silversea Shadow, a 15-
day trip around Australia is priced at
US$9,238 per person for a single room.
A laid-back interlude, free of urban
stress is a major selling point for afflu-
ent guests. The targeted Chinese con-
sumers of Princess Cruises, according
to Lu, are middle-aged entrepreneurs
who “prioritize comfort and unique
voyage experiences above all else”.
In addition, the first-class facilities
and well-trained professional crews
onboard the cruise ships offer a new
solution for China’s MICE sector,
which is pressed to reduce costs while
not compromising quality. Despite its
stunning growth, China’s MICE indus-
try is struggling to move up the value
chain and satisfy the more demanding
corporate clients.
The all-inclusive options on cruise
holidays provide good value accord-
ing to Melvyn Yap, Regional Director
of Silversea. “To the organizers, this
means that their budget would not be
blown, and also they have a captive au-
dience when they organize events on-
board cruise ships,” he said.
the new heart of AsiaChina is undoubtedly going to become
a key player in Asia’s cruise market,
which is estimated to be generating as
many as five million cruise guests per
year by 2020. “China’s cruise market
will gradually expand to the whole of
Asia as tour services and conditions
evolve,” Cheng Juehao, associate pro-
fessor from Shanghai International
Shipping Institute told People.com.cn.
Riding on this trend, Costa Classica
shipped into Qingdao Port in July 2011
and introduced a new route starting
from the homeport to Jeju, Shanghai,
Seoul and back to Qingdao. In 2012,
Royal Caribbean will extend Asian des-
tinations to cover 11 countries, includ-
ing Japan, Korea, Russia, Singapore,
AsiAFoCus聚焦亚洲
156
223
China’s booming outbound cruise travelers(2009-2010)
1,000,000
800,000
600,000
400,000
200,000
0
658,000
2009
Number of Chinese outbound tourists
Number of Foreign tourists to China
2010
400,000
790,000
462,000
Source: China Cruise & Yacht Industry Association
Ballroom inside a cruise by the Royal Caribbean 皇家加勒比国际邮轮宴会厅内部
number of received foreign cruises in China (2008-2010)
250
200
150
100
50
020092008 2010
112
Source: China Cruise & Yacht Industry Association
No
. of f
ore
ign
cru
ise
liner
sN
o. o
f cru
ise
trav
eler
s
MICE NOW 33
bean and Costa Cruises are recruiting
Chinese staff for ships departing from
Shanghai and provide Chinese lan-
guage service full-trip. For Princess
Cruises, though Chinese guests cur-
rently constitute only a fraction of their
passengers, its US headquarters decid-
ed to offer menus in Chinese starting
from 2012 as a strategic move.
tide-ridersRestrictions on market access which
traditionally prevent foreign compa-
nies from dominating the local market
have been deliberately banished from
the luxury cruise sector. Costa Cruises
established a wholly-owned foreign
enterprise in Shanghai in November
2011, after the Ministry of Transport
relaxed the policy in August.
The government of Xiamen city has
announced that special funds will be
granted to cruise companies, as long as
they make Xiamen their starting port
and maintain operations for over one
year. At least seven other Chinese cit-
ies are planning to develop dedicated
cruise ports, according to the CCYIA. So
far, roughly RMB4.5 billion (US$712.7
million) has been spent on homeport
infrastructure construction nationwide,
according to industry analysts.
“It is in the interests of every city,
government and country to promote
the growth of the cruise industry,” said
Lu from Princess Cruises.
The rise of Cheju in Korea and Oki-
nawa in Japan are both apt illustra-
tions of the enormous improvement
cruise sectors can have on local econo-
mies. Hotels and the services industry
are the direct beneficiaries, while be-
ing a homeport also means bringing
substantial employment opportunities
that every government seeks.
Dealing with roadblocksOn the flipside, the growth of China’s
cruise market has also exposed some
problems. The new cruise terminal
in Shanghai drew criticism for being
placed on the wrong side of the Yang-
pu Bridge, which is too low for larger
cruise ships to pass through.
Cruise lines also have concerns
about attracting skeptical Chinese cus-
tomers with scant experiences in ocean
voyages. Entertainment programs and
dining on international cruise ships
are still mainly designed for western
tastes , that an average Chinese pal-
ate may have difficulty in adapting to.
Visa restrictions and limited holiday
schedules for mainland Chinese clients
pose challenges for cruise operators
looking to explore itineraries beyond
Asia. Also, many Asia routes are ham-
pered by weather issues, including the
typhoon season, and most cruise lines
halt operations during these periods,
according to Yap from Silversea.
Competition in China will heat up
as domestic cruise companies look to
expand their own operations into the
Pacific Ocean within the next five years.
Currently, China has 21 cruise ships
in operation worth RMB75.8 billion
(US$12 billion). Experts have called for
prudent government planning on the
port terminal infrastructure to avoid
the problem of over-capacity which
plagues many of China’s airports.
Yet, as long as China remains an
economic powerhouse, and its middle
class continues to grow in size and
wealth, the cruise sector is expected to
boom long-term in China.
“There is tremendous potential,”
said Yap from Silversea. “We are only
touching the tip of the iceberg.”
Legend of the Seas by Royal Caribbean International皇家加勒比国际邮轮的海洋神话号
MICE NOW34
对世界大型邮轮公司来说,中国大
陆无疑是全新的疆域。受到中国
欣欣向荣的境外旅游业及政府
优惠政策的吸引,像歌诗达邮轮公司(Costa
Cru ises )和皇家加勒比邮轮公司(Roya l
Caribbean)这样的国际邮轮公司已经在中国
沿海掀起波澜,并加快布署邮轮进入这一尚
未充分开发的市场。
这对中国更广义的旅游业产生了巨大
影 响 。 中 国 的 沿 海 城 市 纷 纷 忙 于 配 备 高 档
的 港 口 码 头 , 以 证 明 其 作 为 邮 轮 世 界 级 母
港 的 潜 力 。 私 募 资 本 也 如 潮 水 般 涌 进 国 内
邮 轮 公 司 , 希 望 与 国 际 公 司 一 争 高 下 。 这
些 都 体 现 了 中 国 作 为 世 界 下 一 个 繁 荣 的 邮
轮市场的地位。
据中国邮轮与游艇行业协会(CCYIA)的
数据,2010年,中国大陆共有79万游客选
择乘坐邮轮的方式出国旅游,比2009年大幅
增长了20%。2010年,中国共接待了223艘
邮轮来访。而且2010年共有95艘国际邮轮
从中国港口出发,相比之下,6年前的记录
为零。波士顿咨询集团(Boston Consulting
Group)预测中国境外游客的花费将在2020
年之前达到日本游客的3倍。随着中国境外游
游客的稳步增长,预计中国乘客的客舱预定
数将持续飞升。
乘风破浪国际邮轮公司正向中国海岸进发,抓住中国正在兴起的、对非传统休闲游的体验需求
市场分层中国的邮轮市场生机勃勃,其规模和复杂性为
邮轮公司挖掘不同的价格策略瞄准独特的细分
市场提供了机遇。
三大海外邮轮公司——歌诗达邮轮、皇
家加勒比和丽星邮轮公司,已经选择不同的中
国沿海城市作为开发亚洲旅游业务的母港。总
部设在迈阿密的皇家加勒比邮轮公司已经宣
布计划提供48艘从中国港口出发的邮轮,同
时在上海、天津和香港之后,今年增加厦门
作为其第四个母港。2012年,皇家加勒比排
水137,000吨的“海洋航行者号”(Voyager
of the Seas)将从中国起航,而歌诗达邮轮
也将安排其76,000吨位的邮轮“维多利亚
号”(Victoria)到中国。
“皇家加勒比和歌诗达邮轮的战略是从市
场最底端做起,在中国消费者中逐步提高品牌
意识,”公主邮轮公司上海办事处(Princess
Cruises Shanghai agency)销售代表陆海峰
表示,“但它们希望最终能将这些忠实客户中
的20%带入其高端邮轮业务。”
对歌诗达邮轮5天4夜的香港台湾游来
说,乘客票价从3,199元人民币(合508美元)的
经济双人房到6,399元人民币(合1,013美元)
带阳台的豪华套房。在更高端的价格区间,美
国的公主邮轮和意大利银海邮轮(Italian Sil-
2009-2010年中国境外邮轮游客数
1,000,000
800,000
600,000
400,000
200,000
0
658,000
2009
乘坐邮轮的出境中国游客数
乘坐邮轮入境的外国游客数
2010
400,000
790,000
462,000
来源:中国邮轮游艇行业协会
2008-2010年停靠中国港口的外国邮轮数
250
200
150
100
50
020092008 2010
112
来源:中国邮轮游艇行业协会
Legend of the Seas by Royal Caribbean International皇家加勒比国际邮轮的海洋神话号
Royal Caribbean International
皇家加勒比国际邮轮
Library on Silversea Cruises
Silversea Cruises的图书馆
AsiAFoCus聚焦亚洲
外国
邮轮
数邮
轮游
客数
MICE NOW 35
versea Cruise)则希望吸引中国最富
有的消费者。在“银幻号”(Silversea
Shadow)邮轮上,15天的环澳大利亚
游单人单间价为9,238美元。”
抛开城市生活的压力,一段惬意
的休闲方式是针对富有顾客的主要卖
点。据陆海峰表示,公主邮轮瞄准的
中国消费者是中年企业家,“他们优
先考虑舒适和独特的航海体验高于
其他一切。”
此外,一流的设施和邮轮上训
练有素的职业船员为中国的会展奖
励旅游行业提供了一个新的解决方
案。该行业正遭遇公司被迫削减成
本的挑战,而邮轮的体验则保证了
其高品质的服务。尽管有着骄人的增
长,中国的会展奖励旅游行业正竭力
向价值链上游挺进,同时满足要求更高
的公司客户。
游艇度假的选择包罗万象,具有很
高的品质,据Silversea Cruises区域
总监Melvyn Yap表示。“对于活动组织
者来说,这意味着他们的预算不会上升,
同时,当他们在邮轮上组织活动时也更能俘
获游客,”Yap说。
弄潮儿在豪华邮轮市场上,传统上阻碍外国公司在中
国占据统治地位的严格市场准入已被小心地剔
除。在交通部今年8月放松政策后,歌诗达邮
轮于2011年11月,在上海建立了全资外企。
认识到这一经济利益,厦门政府也已宣
布,只要邮轮公司将厦门作为它们的始发港并
维持一年以上,就能获得政府专项基金。据
中国邮轮与游艇行业协会表示,除了三大港
口——上海、天津和三亚以外,至少另有7个
中国城市计划建设专门的邮轮码头。据行业分
析师们的数据,迄今为止,全国已投入约45亿
人民币用于母港基础设施建设。
“政府和国家推动邮轮行业的成长对每
个城市都是有利的,”公主邮轮公司的陆海
峰说。
韩国济州岛和日本冲绳的崛起都是邮轮行
业能够为当地经济带来巨大改善的最好诠释。
酒店和服务行业是直接受益者,而作为母港也
意味着带来切实的就业机会,在也是每个政府
所寻求的。
新兴亚洲中心中国无疑正成为亚洲邮轮市场一个重要的参与
者。到2020年,亚洲每年预计将产生多达500
Fresh breeze: Lunch on the Fleur de Lys guarantees fresh air that city dwellers crave 清新微风:在The Fleur de Lys上的午餐让游客享受都市里稀有的新鲜空气
The interior at The Fleur de Lys
The Fleur de Lys的客房内部
Foodies…a restaurant on the Royal Caribbean Cruises
美食家…皇家加勒比国际邮轮上的餐厅
MICE NOW36
在邮轮上举办会展奖励旅游活动的五大优势
• 成本低廉:当价格包含全部食物和饮
料供应时,入住率和房价差异不是主
要问题
• 会议多样性:可调整规模的舞厅减轻了
活动策划者为满足不同场合四处寻找各
种类型会议室的负担
• 高效管理:相对陆上会展奖励旅游活
动,邮轮游更易于安排会议日程和团队
建设活动。
• 一流服务:专业邮轮服务人员能够提供
满足外国游客的需求的、5星豪华酒店
级别的服务。
• 新奇体验:空气清新,富有异国情调的
亚洲旅游目的地航程令乘客完全置身于
异国环境中。
AsiAFoCus聚焦亚洲
万邮轮乘客。“中国的邮轮市场随着旅游服务
和环境的演变将逐步扩张至整个亚洲,”上海
国际航运研究中心 (Shanghai International
Shipping Institute) 副教授程爵浩对人民网
(People.com.cn.)说。
乘着这一势头,“歌诗达经典号”(Costa
Classica)于2011年驶达青岛港并引进了从母
港青岛至济州岛的新航线。2012年,皇家加勒
比将拓展其亚洲目的地到覆盖11个国家,其中
包括日本、韩国、俄罗斯、新加坡和越南,总
共33个城市。总部设在香港的丽星邮轮在亚洲
经营4艘邮轮,已经搭载了约100万乘客通过中
国大陆的港口出游。
邮轮行业大体取得了高度的客户忠诚度。
不可避免的,本土化是国际大型邮轮公司在中
国及亚洲其它地区取得稳固地位的通行战略。
皇家加勒比和歌诗达邮轮都为从上海出发的邮
轮招募了中国船员,并在整个旅途中提供中文
服务。对公主邮轮来说,尽管目前中国客人仍
然只占其乘客的一小部分,但其美国总部已决
定,作为一项战略行动,从2012年起提供中
文菜单。
排除阻碍另一方面,中国邮轮市场的成长同样也面临某
些问题。上海的新邮轮码头由于被安排在杨浦
大桥错误的一端而招致批评,杨浦大桥桥面过
低以至大型邮轮无法通过。
一些邮轮公司也为如何吸引缺乏航海经
验而持怀疑态度的中国客户而担忧。国际邮轮
上的娱乐节目和餐饮设计仍参照西方的传统,
而中国口味或许难以适应。签证限制和有限的
假期日程也向期望开发亚洲以外旅游线路的
邮轮运营商提出了挑战。同时,据Silversea
Cruises的Yap表示,很多亚洲航线受到包括
台风季节在内的气候问题的阻碍,很多邮轮公
司在此期间停运。
随着国内邮轮公司期待在未来5年中在太
平洋拓展其自身业务,竞争在中国日趋激烈。
目前,中国国内共有21艘本土邮轮投入运营,
总价值758亿人民币。
专家已经呼吁政府谨慎规划港口码头设施
以避免已经令众多中国机场不堪重负的超负荷
问题。
然而,只要中国保持旺盛的经济发展动
力,其中产阶级在财富规模上不断壮大,邮轮
行业有望在中国长期繁荣。
“这个市场潜力巨大,”Si lversea
Cruises的Yap说,“而我们仅仅触及了冰山
的一角。”
MICE NOW 37
矗立 于 北 京 外 交 及 商 务 活 动 的 中 心 地
带——中国国际贸易中心商圈,毗邻
中国国际贸易展览大厅和国贸商场的中国大饭
店,堪称是贵族皇家设计的典范。酒店大堂中
最具标志性的红色亮漆巨柱赫然矗立在大堂前
沿,且每一根柱子都配以大理石基座以及用金
色叶片和埃及水晶石镶嵌的柱头,凸显帝王般
的显赫与尊贵。大堂内亮丽的大理石地面与两
个玻璃天窗交相辉映。而以金叶为主题的装饰
则一直延至屋顶藻井,与金光闪闪的水晶吊灯
搭配得相得益彰,使整个大厅显得愈发尊贵。
拥有716间、共七类精致典雅的客房及套
房,面积自40平方米至280平方米不等,其中
拥有个性化的24小时贴身管家服务的126间豪
华客房和套房,是商旅客人的理想休闲港湾。
客人还可享受在豪华阁专用楼层登记入住和退
房、延迟退房、使用私人会议室等设施、免费
使用宽带上网、免费享受熨烫套装和擦鞋服务
以及免费享用自助早餐、晚间鸡尾酒和饮料等
多项专项服务。
酒店拥有北京顶尖的餐厅。阿丽雅可为
客人提供时尚现代的欧式美食和美酒;夏宫主
要供应经典传统粤菜以及创新淮扬美食;而拥
有开放式厨房的咖啡苑则可提供一流的国际餐
饮。在结束一天的会议或观光之后,客人还可
白金五星尊贵体验中国大饭店最近被中国国家旅游局评为“中国白金五星级旅游饭店”
以到精致优雅的大堂酒廊品一杯香茗、饮料或
鸡尾酒,或在用餐前到餐厅酒吧喝一杯餐前
酒、欣赏现场爵士乐演奏。
酒店也是客人举办盛大的社交和商务活
动的绝佳场所。无论客人是要举办一个亲密的
私人聚会或是一个高端全球性大型会议,酒店
经验丰富的宴会及会议统筹专员都会亲自计划
安排,确保活动成功举行。中国大饭店拥有北
京城内面积最大的会议场地,包括一个可容纳
2000人的会议厅、一个设有800个座位的大
宴会厅和特别为各种场合而设的一系列多功能
厅。同时,选择由酒店专业人士组织、提前安
排的主题宴会是为客人的活动创造难忘体验的
最便捷途径,还可根据客人需求及偏好度身定
制的菜单中选择并确定主题宴会的菜谱。
华丽宏伟的健身中心设有室内温水游泳
池和先进的体育馆,体育馆内配有宽敞的运动
室以及多部最新的心肺功能健身机。酒店拥有
北京市内一流的壁球场、室内网球场、蒸气浴
室、按摩浴池以及传统中式按摩房或氧气房。
北京中国大饭店
北京建国门外大街一号 (100004)
电话:+86 10 65052266
www.shangri-la.com
中国国际贸易中心
中国国际贸易中心(简称“中国国贸”)于
1985年2月注册成立,中外方股东分别为中
国世贸投资有限公司和马来西亚郭氏兄弟集
团所属香港嘉里兴业有限公司。中国国贸地
处北京中央商务区的核心地段,由酒店、写
字楼、公寓、展厅和商城等高档商业建筑形
态组成,是众多跨国公司和商社进驻北京的
首选之地,是目前中国乃至全球规模最大的
综合性高档商务服务企业之一。
中国国贸自1990年8月30日开业以
来,云集了多家国际知名跨国公司、国际顶
级零售店,并承接多项国际、国内会议及大
型商务活动,接待了许多国家的国家元首、
政府首脑、重要国际组织及其常设机构的负
责人以及各国商业巨头和社会知名人士等,
并取得了良好的经济效益和社会效益。
1999年国贸二期建成后,中国国贸总
建筑面积已达到56万平方米。2005年6月,
随着国贸三期工程的动工,建设规模为54
万平方米。目前已建成开业的国贸三期A阶
段工程,建筑规模为29.7万平方米、高度
为330米的“国贸大厦”,为北京市最高建
筑,使国贸总体占地面积达到17公顷,总建
筑面积达110万平方米。
中国大饭店全天会议包价
RMB750元/人+15%服务费(人数不得少于
每次会议30人),包括以下优惠:
• 半天主会议室使用(上午9点至中午12点)
• 每日一次会间休息茶歇(两种茶点)
上述所有会议包价还包括以下优惠:
• 所有多功能会议厅提供免费无限宽带上网
• 签到台提供鲜花摆放
• 中式/西式/自助午餐任选一种并包括软饮料
或饮用水(自助午餐不得少于50人)
• 免费使用2米X 2米的投影幕
• 一个白板或一个挂纸板
• 会议文具,包括纸,笔,冰水和薄菏糖
• 一个讲台和一个麦克风
• 会议指示牌
MICE NOW38
酒店臻品上海浦东丽思卡尔顿酒店集度假、会议、娱乐、休闲为一体,汇集全球顶级设计师呈现其臻品之质
毗邻上海IFC国金中心、占据上海浦东陆
家嘴之黄金地段,上海浦东丽思卡尔顿
酒店堪称世界级建筑和设计师Cesar Pelli的杰
作,也因此成为格调会议与时尚奢华魅力之上
上之选。
2010年世博会期间开业的酒店,设计感
现代,但某种程度上亦诠释了30年代老上海装
饰艺术风格。酒店客房、餐厅和酒吧将壮丽的
浦江美景尽收怀抱,仿佛是对外滩万国艺术建
筑的最完整收藏。
出自室内设计大师Richard Farnell之手的
285间客房从50到410平方,其中丽思卡尔顿套
房和主席套房之超豪华经典设计令人叹为观止,
集商务与享受为一身。酒店49层的行政酒廊24
小时为行政楼层客人开放,服务周到体贴。
酒店所有会议设施和多功能厅都集中位于
3楼,Richard Farnell先生匠心独运,设计极
富戏剧舞台效果,灯饰、布景配搭美轮美奂,
会议和宴会装潢气派非凡、且耳目一新。会议
和宴会活动空间超过2,500平方米,包括一个
1,135平方米的大宴会厅,可容纳800位宾客
同时聚会或用餐,是上海顶端酒店中的第二大
宴会厅。多功能空间可根据需求划分出三个
独立的沙龙空间,同时容纳1200位客人。另
外,酒店3楼也同时提供三个多功能会议室、
董事会议室和商务会议室。
Flair,这个由世界著名的日本顶级设计
公司Super Potato精心打造的上海最火的餐
厅和酒吧,室内设计将温暖的古朴风和现代风
相融合而创造出一个阁楼式的休息氛围。户外
露台部分的风格随意简约,舒适的起居室沙发
为阁下提供尽情享受黄浦江岸绚丽风光的最佳
视野,和Flair地道的亚洲食品和寿司。站在室
外露台,东方明珠电视塔也仿佛触手可及,这
也成为了Flair的标志性景观,客人们常常感
叹这座城市的耀眼与魅力,尽可能久地驻足欣
赏。此外,Super Potato同时也设计了酒店
的Scena意大利餐厅。金轩中餐厅则是香港著
名设计师梁志天的作品,中国古典元素纵贯其
中,如传统刺绣、暗花纹理及中式垂帘等,在
中国文化底蕴中营造出豪华矜贵。
此外,国金中心商厦有着最时尚的购物环
境和众多世界知名国际品牌店。上海浦东丽思
卡尔顿酒店住客则可轻松利用酒店通路到达此
领先生活方式的时尚地标,尽情享受生活。
上海浦东丽思卡尔顿酒店
上海浦东陆家嘴世纪大道8号,国金中心
Tel: + 86 21 20201888
www.ritzcarlton.com
HotElrEviEw酒店评论
新鸿基地产
新鸿基地产于1972 年在香港上市,凭借
领先市场的雄厚实力,以及高瞻远瞩的创
见,发展成为香港最大的地产公司之一,
维持选择性及专注的投资策略,在港建设
优质物业,亦积极在内地投资。集团在香
港拥有多间优质酒店,并已在香港和内地
开发诸多高品质酒店,包括位于上海国金
中心的上海浦东丽思卡尔顿酒店和位于香
港环球贸易广场的香港丽思卡尔顿酒店。
上海浦东丽思卡尔顿酒店精装行政套餐
RMB900元/人+15%服务费,10人起
定,包括以下优惠:
• 董事会议室或商务会议室场租-每天上
午8时至下午5时
• 高端会议设施和会议布置
• 全日供应各式咖啡、茶和苏打水
• 上午下午主题茶歇-丰富创意茶歇主题
供 • 您选择(苹果苹果 / 上海情怀/三文
治之乐/ 巧克力情人)
• 每日中、西套餐或自助午餐菜单;小型会
议团体可以考虑在Scena意大利餐厅
• 尖端视听设备
• 远程视频会议系统
• 会议礼宾服务
• 会议后在酒店指定的场所享用30分钟鸡
尾酒会(人数在30人以下 )
• 房价优惠
MICE NOW 39
美国波士顿咨询公司近日发表的一份最新
研究报告指出,到2013年中国有望赶
超日本成为仅次于美国的全球第二大出入境旅
游市场。中国市场的巨大潜力为酒店及旅游业
界带来广阔的发展空间。
在华酒店突破百家毫无疑问,万豪国际集团高度重视中国市场。
目前它JW 万豪酒店及度假酒店、丽思卡尔顿
酒店、万豪酒店及度假酒店、万丽酒店及度假
酒店、万怡酒店和万豪行政公寓品牌在中国管
理多家酒店,网络遍布各大城市。
万豪国际集团在1989年于香港开设第一
家在华酒店,在1991年于香港成立区域办事
处,随后于1998年在北京设置另一个区域办
事处。最近,万豪更成为首个把整个亚太地区
总部迁至中国的国际酒店集团。万豪为其亚太
地区业务打造了一个高层管理团队,设有掌管
整区的总裁,整个团队常驻香港工作,以便更
能靠近中国市场、掌握其脉搏并迅速作出反
应。这也显示了万豪对迅速发展的中国市场的
重视。
百尺竿头 更进一步专访万豪国际集团亚太地区总裁兼董事总经理高思盟
万豪国际集团亚太地区总裁兼董事总经理高思盟
万豪国际集团亚太地区总裁兼董事总经
理高思盟(Simon Cooper)就该集团的发展
宏图表示:“中国是一个不可思议的市场,万
豪在华已开业及筹建的酒店数目达到100家,
这是一个重要的里程碑。”目前万豪国际集团
在中国管理56家酒店,另有44个以上品牌的
新酒店项目正在筹建中。他还表示:“万豪国
际集团的各个酒店品牌广受中国客人欢迎,
我们在酒店选址和品牌选择方面采取了战略性
方针,这使得每家在中国市场的万豪品牌酒店
都有卓越表现。万豪的地区总部设于北京和香
港,让我们可以直面酒店业主和客户作深入交
流,迅速地对其需求作出回应。亚洲是万豪的
一个关键市场,而中国则是亚洲市场的驱动
者,我们将继续我们的承诺,全力以赴在中国
市场发展,力争百尺竿头,更进一步。”
旗下品牌精彩纷呈万豪国际集团旗下的豪华酒店品牌领导其在中
国大陆市场的扩展。最近上海浦东丽思卡尔顿
酒店被康德纳斯特旅游者杂志(Conde Nast
Traveler)的读者评选为全球最佳酒店。目
Interview with Simon Cooper, President and Managing Director - Asia-Pacific, Marriott International
MICE NOW40
iNtErivEw经理专访
前丽思卡尔顿品牌的酒店网络遍及北京(2
家)、上海(2家)、深圳、广州、三亚及香
港,其中香港丽思卡尔顿酒店更是全球最高的
酒店。此外,丽思卡尔顿品牌将扩展至成都、
青岛、天津、南京、武汉和大连等城市,进一
步加强其在中国豪华酒店领域的领先地位。
旗下的生活时尚酒店品牌万丽在中国市场
大受欢迎,目前中国已有14家万丽酒店。其中
包括在本年5月开业、拥有500间客房的,集
团标志性的三亚万丽度假酒店,另有7个在建
的万丽酒店新项目。
高思盟表示:“万豪的品牌和酒店在中国
重点城市享有很高的知名度和市场接受度,但
我们也希望把各个万豪品牌推广至枢纽城市以
外的地区。万豪将继续扩大我们的豪华一流酒
店品牌的阵容,同时也会通过万怡品牌进军大
都会以外的其它中国城市,为客人在这些二线
城市提供多样的选择和卓越的价值。”万豪国
际集团在上海酒店行业享有领先地位,仅在上
海,万豪通过不同品牌管理18家酒店,另有5
家酒店在今后三年将在沪市开业迎宾。
“万豪礼赏”助推中国市场万豪国际集团最近宣布,其“万豪礼赏奖励
万豪在中国的新酒店项目2011年,万豪国际集团在中国签订了26个新酒店项目的管理协议
黄山德懋堂万怡酒店 沈阳万丽酒店
杭州运河万怡酒店 株洲美的万丽酒店
博罗佳兆业万怡酒店 上海漕河泾万丽酒店
宿迁万怡酒店 贵阳万丽酒店
无锡万豪酒店 深圳欢乐海岸万豪行政公寓
海口万豪温泉度假酒店 成都首座万豪行政公寓
常州万豪酒店 北京万豪行政公寓
上海金桥红枫万豪酒店 沈阳茂业JW万豪酒店
长兴万豪酒店 青岛丽思卡尔顿酒店
石家庄万豪酒店 武汉绿地丽思卡尔顿酒店
香水湾富力万豪度假酒店 大连绿地丽思卡尔顿酒店
芜湖万豪酒店 天津丽思卡尔顿酒店
都江堰万豪酒店 南京丽思卡尔顿酒店
计划”的会员在入住亚洲地区的万豪品牌酒
店时,可免费享用高速上网服务。这个无需
任何参加费用的常客奖励计划的中国会员数
量正不断攀升。在过去3年,万豪礼赏奖励计
划的亚洲会员人数增加了约50%。中国会员
的增幅比此更高一倍,以会员增幅计算,中
国是该项计划全球发展最快的市场。预计到
今年初,万豪礼赏奖励计划的中国会员数量
将会翻一番。
此外,万豪国际集团最近在广州开设了一
个全球预订销售和客户服务中心,为大中华地
区的各家万豪品牌酒店提供全球预订、客户服
务和万豪礼赏奖励计划有关的服务,帮助万豪
更好的服务中国地区的客人及客户。
MICE NOW 41
商业区,紧邻北三环,方便到达各个主要商业
区,所以四周的商圈特别是环球贸易中心中的
公司都是我们的主要客户群。
如何看待明年北京地区的MICE市场?北京金
隅喜来登酒店采取怎样的具体措施去应对这个
市场变化?
随着中国经济的不断发展,MICE市场也在越
来越多的受到广泛的关注,对于公司会议、大型
论坛、金融论坛等这些大规模的组织活动已被
普通认可为竞争资源。但时尚、汽车、医药等
行业正逐渐崛起,相信会在这个市场上占据一
席之地。
我们会针对不同的会议需求提供不同的解
决方案,同时也会针对市场需求,制定符合客
户需要的会议包价内容。比如我们可以有全天
及半天会议包价,并可以此获得优惠的住宿房
价、不同风味,不同风格的会议用餐等。
酒店在2012年有哪些独到的策略去取胜?
延续我们的品牌优势和客户忠诚度方案。
依托品牌优势 发掘新兴市场专访北京金隅喜来登酒店总经理唐晓锋
作为有着丰富市场经验的总经理,您认为做好
MICE最关键的因素是什么?
我认为做好MICE最关键的因素在于达到品牌
标准的高质量服务。很多调查研究表明,品牌
定位在中国比其他市场更为重要。喜达屋作为
国际化酒店品牌已为客户及潜在商业伙伴留下
了深刻的印象,我们只有继续秉持喜达屋的这
种品牌服务优势才会令我们的MICE市场在竞
争中占有不败的优势。
您觉得北京金隅喜来登酒店在MICE上最大的
亮点是什么?
酒店地处北三环交通网络中心地带,地理位置
优越。酒店三层和五层拥有超过2500平方米
的会议场地,布局灵活方便并配备先进的视
听设备。三层1100平方米的大宴会厅,采用
全无柱式结构建造,一侧为自然采光,通透明
亮,可以满足不同种类的宴会会议的需求。
另有接近400平方米的雪松宴会厅,为会议组
织者的策划带来无限可能。另外我们的多功能
厅从40平方米到110平方米不等,能同时满
足多个分组讨论会场的需求。如果客户具有更
高的需求,酒店旁还有我们业主金隅集团的环
球贸易中心会议中心,为策划大型会议带来便
利。
酒店共有441间客房,分为八种房型,
可以提供合理的房间安排,更能符合会议团
队的要求。酒店有四家餐厅和一个大堂酒廊。
此外还有炫逸水疗、健身中心及室内恒温游
泳池,为客户在会议住宿之余,带来畅快舒
适的体验。此外,我们还有独特的“健康会
议”(Sheraton FIT Meeting),让注重健康的
商旅客人有了别样的选择。
请详细介绍SHERATON FIT MEETING?
喜来登与Core Performance联手为喜来登宾
客设计了由专业运动员训练方法衍生而来的独
家整体健身方案,喜来登健身计划。该计划同
时为企业客户奉上独具特色的健身会议体验,
帮助宾客在会议过程中保持高昂工作效率。这
一特别的“健身会议”方案包括能保持身心敏
锐振奋的呼吸技巧训练以及可定制的团体健身
服务。预定该会议的客户,在开会时会发现会
议桌上除了水、纸、笔,还有一个网球,并附
有一张纸条,告诉他们如何如果在开会期间,
做小幅度的放松运动。在会议小憩时间,我们
还会让健身教练带领大家做一些简单却放松有
效的健身操。还有餐饮团队特别准备的健康菜
单,让会议参与者随时保持活力。
作为新开业酒店,目前来讲最大的问题和挑战
是什么?如何应对?
作为一家新开业酒店,目前来说最大的挑战是
如何更好的提升知名度,占据更多的客源市
场,赢得客人的认可。作为喜达屋集团旗下的
酒店品牌,首先对于我们来说有着很好的品牌
优势,这为我们在扩展市场时提供了强大的保
障。另外,对于新开业这一点来说,既是我们
面对的挑战,可是我们与其他酒店相比的一个
优势。为数不少的客人倾向于选择新地点、新
事物作为尝试及创新。我们也是本着创新、多
样化的形式来做酒店、做MICE。
在MICE接待中,酒店最主要的客户有哪些?
我认为所有的大中型行业都在这块市场上有所
表现。医药行业、娱乐行业的发展都非常明
显。从公司客户来说,我们地处于北三环安贞
Interview with Tang Xiaofeng, General Manager of Sheraton Beijing Dongcheng
北京金隅喜来登酒店总经理唐晓锋
MICE NOW42
请介绍贵酒店在MICE方面的特色?
上海松江假日酒店依托“会议谷”的有利定位
和松江4000多年历史的独特地理优势,配备
了总面积达1225平方米的会议和宴会场地。
此外,酒店还拥有135平方米的户外屋顶花
园,是举办户外活动的佳选场地。专业的会议
策划团队致力于提供“一站式”配套及服务,
确保任何会议都是独一无二为MICE客人量身
打造。同时酒店地理位置优越,坐落于松江中
心城区,购物广场、金融商业中心和历史文化
景点均近在咫尺。
相比周边酒店,我们最大的优势是什么?
作为松江城区首座国际品牌酒店,上海松江假
日酒店由全球知名的酒店管理集团洲际酒店管
理。而“创建宾客挚爱的杰出酒店”是洲际酒
店集团对所有消费者的郑重承诺。
全球范围内“假日Holiday Inn”的品牌
都是服务品质的保证。其成功之道在于“以人
为本”的服务理念。秉承该理念,酒店更注重
给客人提供一个人性化的入住体验:比如员工
能称呼客人的姓名,客人上次入住的楼层、房
号是多少?喜欢哪种枕头?咖啡要不要加糖?
喜欢单面还是双面煎蛋?这些细节,都会被服
务人员记录下来,当他们再次光临酒店的时
候,酒店员工就能在第一时间,按照其喜好为
他们提供个性化的优质服务,让客人感受到被
关怀和惦记的惊喜。
开业至今,我们接待的MICE买家有哪些特
点,针对于此,我们有哪些具体的服务措施?
酒店目前接待的MICE买家,主要有外企、政
府、国企、MICE代理商,和旅行社等。
对于政府和国企来说,通常对会议细节确
定的会比较晚,临时要求变动的情况很常见。
比如更换菜单、改台型、修改欢迎指示、增加
配套娱乐设施等,这就要求酒店会议团队和运
营部门能进行非常迅速的反应,在最短时间内
完成客户的需要。对于大部分外企来说,会要
求酒店进行比较规范的操作。这里的规范,意
思是从意向确认、合同签订、定金支付、酒店
结构和逃生路线的说明、当地法律法规等都有
更清晰的标准和安排。这对酒店会务团队提出
了很高的专业要求。而MICE代理商和旅行社
等,因为自己本身是一个中介机构,它要求酒
店在各方面都能够进行比较灵活的处理。因为
千年古城中的MICE新星专访上海松江假日酒店总经理张霁
Interview with Allen Zhang, General Manager of Holiday Inn Shanghai Songjiang
上海松江假日酒店总经理张霁
它上对客人,下对酒店,要求和酒店的各方面
沟通都要非常及时,这样才能保证它和客人有
及时的沟通。相对于普通旅行社,MICE代理
商的预算较高,但是要求也更多。
酒店拥有一支高素质、经验丰富、反应灵
活、行动迅速、执行能力强的专业会议团队,
除了基本的会议接待,还能提供专业的会议组
织和服务,如为组会方承办所有会务组织、协
调、接待工作,包括部分会议的策划安排,在
最大程度上方便和满足组织方要求,提供最高
水平的酒店接待服务,满足商务公干人士的最
高要求。
目前来说,酒店面临的最大挑战是什么?我们
如何应对?
员工是酒店最宝贵的财富。酒店业也是“人”
的行业。要在激烈的竞争中脱颖而出,好的酒
店首先要拥有一支优秀的团队。作为一家新开
酒店,我们面临的最大挑战是团队还都很年
轻。但是我相信有这么一句话:“没有不好的
员工,只有不好的总经理”,一个总经理作为
酒店的灵魂,他必须自己以身作则来带动自己
的整个团队来朝着酒店的目标前进。
时代在变,作为酒店管理者应当与时俱
进,在专注提高对客服务的同时,酒店也应当
关注员工的需求和人才的培养,如为员工提供
足够的培训机会,让员工与酒店一起发展并且
得到生活和工作的平衡。专注服务水准与人才
发展,是酒店日常管理的重中之重。
未来酒店在MICE上的推广计划如何?
MICE能为酒店带来的可观的经济效益,是酒
店利润的重要组成部分之一。同时,MICE还
进一步扩大了酒店知名度:服务好一次大型会
议,能会带来很多回头生意,带来的间接购买
力不可估量——很多客人正是由MICE对你的
酒店有了初步了解和深刻印象,进而转变成忠
实顾客的。
现在,除了传统媒体之外,我们也很重视
专业网站和新媒体的运用与宣传。近期,上海
松江假日酒店通过百汇通等专业MICE网站,
进行酒店MICE的推广,同时,我们也配合参
与洲际酒店集团专门针对会议和宴会的促销活
动。此外,我们还紧密配合当地政府和松江旅
游相关部门来进行宣传和推广,也收到相当不
错的效果。
iNtErivEw经理专访
MICE NOW 43
作为有着丰富市场经验的总经理,想听听您对
于做好MICE最关键的因素是什么?
做好MICE最关键的因素是酒店的这个核心团
队可以从组织者那可获取信息,同时了解他们
的”希望”和”需求”,并提供建设性建议和解
决方案来满足这些需求。此外,在这个竞争非
常激烈的市场环境下,不拘一格的创意方式永
远是主办方力求寻找的亮点。同时专业化的程
度、服务的细节和企业文化的体现以及个性化
的安排和专属创意都是不可或缺的。每一次大
型会议前的数次协调会、大到组织策划、设备
运行,小到员工的微笑、礼仪化妆,都成为保
障做好每一次活动不可或缺的必备因素。
走过20年风雨历程的港澳中心,您觉得北京港
澳中心在MICE上最值得骄傲的成功和显赫之
处在哪里?
作为一家北京五星级酒店市场中的优秀酒店,
北京港澳中心瑞士酒店举办了很多非同凡响的
大型会议、宴会、外卖等活动,这有赖于酒店
管理层以及员工的经验,并且能够预知主办方
的期望同时尽我们的所能远远超出这些期望而
令他们惊叹不已。
北京港澳中心瑞士酒店的太庙外卖活动、
长城外卖活动以及众多的会展活动之所以取得
了非同凡响的社会效应,其中不乏独树一帜的
创新理念和卓越的服务意识,而达到创新和卓
越,酒店拥有的专业人才、综合接待能力是前
提和保障。所以对人才的甄选和培养是成功的
关键。
作为一个20年历史的老酒店,目前来讲最大的
问题和挑战是什么?
在北京有很多新的酒店,竞争会相对激烈。客
人的要求会越来越高。我们想使客人“惊叹”
和“超乎想象”,所要付出的就会更多。我们
要保留在MICE市场里的领军地位,需要付出
比以往更多的努力。除了依托我们的良好基础
和完善的体制外,还要继续我们在销售方面的
创造性,以期优于和领先我们的竞争对手。“
走出去请进来”让员工充分了解市场,让员工
走出原来的思维模式,改变和创新成为每个人
工作中必备的一部分。加强沟通、善于沟通、
乐于沟通、全方位的沟通成为每个员工的良好
习惯。
在MICE接待中,酒店最主要的客户有哪些?
近年来,国内市场的需求以及来自印度的会展
市场份额有所增加,无疑这将是非常有潜力和
有发展的一个市场。
如何看待明年北京地区的MICE市场?采取怎
样的具体措施去应对这个市场变化?
市场越成熟,需求相应就会越大。作为首都,
北京以其独特的文化和众多的世界遗产,会继
续保持它特有的优势。以更加开放的心态去看
待这个市场,硬件设施要进一步提高,还有我
们不可以忘记的卓越服务。MICE活动从某种
意义上来说是一种酒店文化的体现,是一种酒
店品质的体现。所以在创意上和服务上,体现
具有品牌特色是赢取的关键。加强对于团队专
业性的培养,即人才的培养是取胜之道。
面对如此多的酒店品牌,瑞士酒店的发展在
2012年有哪些独到的策略去取胜?
“创新、亮点、极致追求、成就完美”将作为
2012年的发展策略。“想他人之所想,秉持
瑞士文化的真谛”是瑞士酒店的使命,也是北
京港澳中心瑞士酒店的服务指导方针,同样我
们这个理念也是酒店成功取胜的基础。品牌效
应不可低估,媒体的宣传会更侧重散客市场,
而MICE更侧重于商务的团体,而商务团体对
于品牌的认知度更显重要。瑞士酒店以期独特
的好客之道,辅以创新的销售,相信在这个竞
争越来越激烈的市场份额中占有的市场会越来
越大,也会赢取越来越多的回头客人。
二十年光荣绽放专访北京港澳中心瑞士酒店总经理布瑞克
Interview with Jack Breisacher, General Manager of Swissôtel Beijing, Hong Kong Macau Center
北京港澳中心瑞士酒店总经理布瑞克
MICE NOW44
CAsEstudY案例分析
活动 | Event Brief2010年8月31日,国际奥委会北京奥运会协调
委员会主席海因维尔布鲁根,来京参加2010
年北京首届世界武博运动会前夕,在北京港澳
中心瑞士酒店举办了隆重的“世界体育总会官
方晚宴”。晚宴还特别邀请了北京市委书记刘
淇,市长郭金龙,国家体育总局副局长杨树安
等120名重要来宾。晚宴规格之高、来宾级别
之重,武博会也成为自北京奥运会、残奥会后
的又一盛会。
挑战 | Challenges由于北京港澳中心瑞士酒店是有着20年历史的
老酒店,当时能同时容纳300人以上的场地只
有酒店二层的大宴会厅,因此,当晚最大的挑
战就是在极为有限的时间内进行翻台,且要保
证翻台的质量和场地的布置。
北京港澳中心瑞士酒店销售总监袁慧娟
女士说:“现在回忆起当晚的情形还是紧张万
分,由于晚宴之前有一个300人的课桌式会议
召开,且结束的时间超过预计时间,这就意味
着我们要在30分钟时间内,要将300人的课
桌式变成120人的中式摆台。”酒店在第一时
间调动出宴会团队的全部力量,并做到有条不
紊,整齐划一,为晚宴的最终成功奠定了坚实
的基础。
其次,当晚参加晚宴的VIP客人,除了政
府相关领导,国际友人也很多,因此酒店特别
加强了安全检查和安全疏导准备工作,确保活
动的万无一失。
再次,就是餐饮方面。袁总监介绍道:
“当晚全部是VIP客人,因此,我们在晚宴前
尽可能通过各种渠道去详细了解每一位客人的
饮食偏好,尤其是忌口的食品,比如有些客人
是忌海鲜、牛肉的,这样我们在制定菜单,甚
至上菜时就会准确无误。”高规格的晚宴基本
上用餐时间不会很长,这也要求食品位上的时
候要准确、速度快,为此港澳中心酒店的服务
员很早就开始每天进行悉心的彩排和演练,已
到达万无一失。
亮点 | Highlights为了凸显晚宴的规格,港澳中心在场地的布置
上堪称别具匠心。冰雕装饰一直以来都是港澳
极致追求 成就完美北京港澳中心瑞士酒店服务世界体育总会官方晚宴
中心瑞士酒店的杀手锏,当晚中式元素的冰雕
桥成为最大亮点,营造出每有嘉宾入场,就好
像穿过天上宫阙的奇妙感觉,正对宴会厅入口
的巨型冰雕,不仅起到装饰的作用,还像一座
屏风,将场地进行有机的分割,至于场地内部
的空间则给客人留下悬念。冰雕桥上采用了新
鲜的荷花和莲蓬作为装饰,古语云:莲花,花
之君子者也。表达出武博会“以武会友”的君
子之风,可谓再恰当不过了。
除此以外,为了能使维尔布鲁根先生留
下难忘的经历,酒店采取了24小时贴身管家
服务。
反馈 | Comments维尔布鲁根先生是北京港澳中心瑞士酒店的忠
实贵宾,早在申奥成功后就和北京港澳中心瑞
士酒店结下不解之缘。
这次他又一次选择了港澳中心瑞士酒店,
并在离店时,留下了亲笔书信。信上说“我到
过世界上很多酒店,但从未见过如此神速的翻
台,创意的装饰及人性化的服务。我只要是来
北京,只要在条件允许的情况下,我肯定住在
这里,吃在这里。”
袁总监也表示,客人的肯定,才是给北京
港澳中心瑞士酒店的最大荣誉。
Swissôtel Beijing, Hong Kong Macau Center launches official banquest for SportsAccord
MICE NOW 45
活动 | Event Brief2010年9月2日,富有传奇色彩的化妆品牌雅
诗兰黛在上海外滩2号的华尔道夫酒店举办了
白金级奢宠紧颜系列的新品上市发布。会议内
容包括媒体签到、午餐、下午茶、产品推介、
媒体试住体验以及丰盛的西式晚宴等一系列活
动。来自北京和上海的40多家媒体参与了此次
新品发布会。
作为具有六十年历史的化妆品牌,雅诗
兰黛一直以“专业的”品牌形象立足于化妆
品世界。而华尔道夫系列作为希尔顿品牌全球
的顶级奢侈品牌,秉承了Waldorf Astoria独
有的品牌传承。拥有极具意义的建筑和独一无
秉承传奇式优雅上海外滩华尔道夫酒店与雅诗兰黛新品发布会
二的装璜特色,位于上海外滩知名老建筑内
的上海外滩华尔道夫酒店也并不例外。巧合
的是,这一特性与跟雅诗兰黛的品牌文化非
常贴近,因此在这一活动中,外滩华尔道夫
酒店不仅呈现了雅诗兰黛优雅独特的品牌文
化,也通过菜品定制等独特服务展现了华尔
道夫的品牌传承。
挑战 | Challenges由于活动室建立在客户对酒店自身硬件设施认
可的基础上,因此酒店团队的主要挑战集中在
对于菜品的选择和制作上。酒店为此与活动相
关负责人前后做了多次沟通,并在菜单确认之
后,做了一次试菜体验。
“在菜单的选择上,我们不但要要考虑
与雅诗兰黛产品的相关性,还要兼顾与会媒体
人员的职业特性和对新鲜事物的独特嗅觉。”
上海外滩华尔道夫酒店宴会总监Vicky Gong
说,“幸运的是,在前期的沟通中,雅诗兰黛
将此次发布产品的系列照片,以及其中所含的
中药配方提供给了我们。根据这些产品的要
求,酒店的餐饮团队在对食材的色彩、烹调和
摆盘等方面详细研究之后,才最终确定了一份
既健康,这又区别于一般传统西餐的菜单。”
另一方面,由于承接雅诗兰黛此次新品发
布活动之时,上海外滩华尔道夫酒店还处在开
业之初,因此在人员素质以及各项硬件设施的
完备上也是一次极大的挑战。
亮点 | Highlights本次会议最大的亮点在于尽可能地将历史建筑
的特色与品牌形象有效结合。
早在最初勘察场地之时,雅诗兰黛的相
关负责人就表示:“这个建筑非常像品牌创始
人Estee Lauder夫人在巴黎的家。”基于这
一相似点,发布会现场基本保留了华尔道夫酒
店本身的风格,除基本的产品布置之外,没有
太多硬性的搭建,更多的就是地板、沙发、窗
帘,还有茶几上随意摆放的老照片,感觉就像
来到了雅诗兰黛夫人家的客厅,奢华、低调且
温馨。而为了体现更贴近品牌产品,酒店专门
为雅诗兰黛白金系列定制了系列晚宴,将松
露、藏红花、冬虫夏草等珍贵食材融入菜品
种,由华尔道夫厨师长精心疱制,配上精致餐
具,成就了独具特色的西式晚宴气氛。
“我们所定制的菜品是力求与品牌的产品
相一致的,有许多媒体表示第一次看到新鲜藏
红花入菜。”酒店宴会总监Vicky表示。
反馈 | Comments“ 客 户 的 愉 悦 都 是 很 直 观 地 表 现 出 来
的。”Vicky说,“尤其是在晚宴时,很多来
宾在现场发布了微博,并对我们当天的菜品给
予了很高的评价。”而雅诗兰黛的公关经理
Anne Wu也表示,“热爱雅诗兰黛的女性都
是真正懂得奢华,热爱优雅的女性,而华尔道
夫作为一个精品酒店所提供的也是同高端品牌
一样的奢侈体验。”
Waldorf Astoria hosts Estée Lauder new product launch
MICE NOW46
Hong Kong Convention & Exhibition Centre www.itehk.com
ITE & MICE UNIQUE PLATFORM to promote MICE, Deluxe Travel & FIT
The annual ITE & MICE, a co-location of International Travel Expo Hong Kong (ITE) and MICE Travel Expo, covers the regional Travel Trade, MICE & Corporate travel, and Hong Kong’s wealthy FIT market, each of which had its own visitor promotions and seminars. In fact, ITE MICE is supported by event industry associations and the 2nd trade day designated MICE / CORPORATE TRAVEL DAY with relevant seminars.
Of the 3000 corporate & MICE visitors, 11% came from banking, finance and insurance; 14% from training, education and professional services; and 13% from PR, advertising agencies and the event indus-tries etc. Their purposes of visit are 86% of seeking destination info, 55% looking for venue, and 25% for special offers, reflecting outbound MICE involve choosing first destination then venue etc.
The travel fairs now has four times more corporate / MICE visitors since the co-location in 2006, and draws around 100 exhibitors who target MICE. In all, ITE & MICE had over 600 international exhibitors from some 60 countries & regions with over 80% of them from outside Hong Kong. Besides MICE, other themes like Cruise, Wellness & Medical Tourism and various deluxe travel products etc on display, the new theme of honeymooning will be highlighted.
ITE & MICE 2011 drew 12000 buyers and visitors in the two trade days with 73% from Hong Kong, 17% from mainland China and 10% from abroad. Among them were some 5000 from travel agents, 800 from media, and 3000 from corporations and MICE industry.
Hong Kong incurred US$17.5 billion on international tourism expendi-ture in 2010, while South Korean, whose population is 7 times of Hong Kong, spent US$17.7 billion. In 2010, Hong Kong citizen made 26 millions overnight trips to China, accounting for 46.9% of such inbound.
The two public days of ITE & MICE draw around 70,000 visitors. Survey findings show they are likely up market travelers: 72% prefer FIT and 5% tailor-made tours; 43% with university education and 24% post-secondary.
ITE & MICE is supported by China National Tourism Administration, Hong Kong Tourism Board, Travel Industry Council of Hong Kong, and Macau Government Tourist Office, event industry associations in Hong Kong and Macau, and several trade associations in Asia. For details, please visit www.itehk.com or contact TKS, the organizer at (852) 3155 0600 or email to [email protected].
(ITE) (ITE MICE)
3000 11%14% 13%
86%55% 25%
MICE
2006MICE ITE & MICE
60
73% 17% 10%5500 3000
800
177 72010 2 646.9%
72% (FIT)43% 24%
ITE & MICE
www.itehk.com(852) 3155 0600 [email protected]
With an exciting new year
beckoning, MICE Now
is proud to present our
first China Top 10 MICE hotels list.
After soliciting feedback from major
hotels in China on the most success-
ful events they hosted for the year
2011, we were impressed with the
versatility, professionalism and in-
novative solutions these hotels can
bring to guests from corporations,
government and academia.
As the New Year unfolds, we
are excited to expect more hotels
to proactively engage in one of the
world’s dynamic emerging MICE
market.
(All hotels are ranked in
alphabetical order)
grand Hyatt Shanghai上海金茂君悦大酒店
Ballroom & Meeting Rooms: No.: 19Total Area: 2,325-sqmTotal Capacity: 1,200
Highlight Event of 2011: German Ball by German Chamber of Commerce
Add: Jin Mao Tower, 88 Century Avenue, Pudong New Area
浦东世纪大道88号金茂大厦Tel: +86 21 50491234
www.shanghai.grand.hyatt.com
Hyatt on the Bund上海外滩茂悦大酒店
Ballroom & Meeting Rooms: No: 12Total Area: 1,864-sqm
Total Capacity: 1,092 (in banquet style)Highlight Event of 2011: ILTM Official
Opening ReceptionAdd: 199 Huangpu Road
黄浦路199号Tel: +86 21 63931234
www.shanghai.bund.hyatt.com
Sanya Marriott resort & Spa三亚万豪度假酒店
Ballroom & Meeting Rooms: No: 14Total Area: 1,650-sqmTotal Capacity: 1400
Highlight Event of 2011: The 3rd BRICS Leaders Meeting
Add: Yalong Bay, National Resort District · Sanya
三亚市亚龙湾国家旅游度假区Tel: +86 898 88568888
www.marriott.com
Futian Shangri-La Hotel, Shenzhen
深圳福田香格里拉大酒店Ballroom & Meeting Rooms: No: 12
Total Area: 4,600-sqmTotal Capacity: 3,550
Highlight Event of 2011: Shenzhen MyTeno Fashion Show.
Add: 4088 Yitian Road, Futian福田区益田路4088号
Tel: +86 0755 88284088www.shangri-la.com/shenzhen
2012年,MICE Now作为中国新
崛起的会展激励旅游产业的见证
者,很荣幸地与读者分享本刊评
选出的“中国10大会议型酒店”首期榜
单。在过去一年的信息收集过程中,我
们欣喜地看到各家酒店为来自商界、政
府、学术界等行业的客户呈现出的专业、
一流、灵活、且富有创意的高品质服务。
当然,在这里,大家看到的其实只是国内
酒店不断追求领先、不断提高服务质量的
行业整体缩影。随着中国会议市场、旅游
产业等酒店消费群体的日趋成熟,我们相
信,在2012年将会有更多的酒店成为中
国市场上的主角,并在国际舞台上显现出
中国酒店业和酒店市场的发展潜力。
MICE Now在此祝贺上榜酒店。并
希望在新的一年里与读者们共同发现和分
享更多精彩纷呈的会议活动。同庆!共
勉!
(上榜酒店排名不分先后)
China Top 10 MICE Hotels
MICE NOW48
interContinental Century City Chengdu
成都世纪城天堂洲际大饭店Ballroom & Meeting Rooms: No: 24
Total Area: 30,000-sqmTotal Capacity: 10,000
Highlight Event of 2011: Cross Straits Economic and Cultural Forum
Add: 88 Century City Boulevard, Gaoxin 高新区世纪城路88号 Tel: +86 28 85349999
www.intercontinental.com
Kempinski Hotel Beijing Lufthansa Center
北京燕莎中心有限公司凯宾斯基饭店
Ballroom & Meeting Rooms: No: 8 Total Area: 2,068-sqm
Total Capacity: 1,200 (maximum)Highlight Event of 2011: Bitzer Family Day
Add: 50 Liangmaqiao Road, Chaoyang District
朝阳区亮马桥路50号Tel: +86 10 64653388 ext. 4072
www.kempinski.com/beijing
the ritz-Carlton Shanghai, pudong
上海浦东丽思卡尔顿酒店Ballroom & Meeting Rooms: No: 6
Total Area: 2,500-sqmTotal Capacity: 1,808
Highlight Event of 2011: Wedding reception of a Chinese celebrity couple
Add: Shanghai IFC , 8 Century Avenue Lujiazui, Pudong
浦东陆家嘴世纪大道8号上海国金中心
Tel: +86 21 20201888www.ritzcarlton.com/shanghaipudong
Sofitel wanda Beijing北京万达索芙特大饭店
Ballroom & Meeting Rooms: No: 11Total Area: 3,337-sqmTotal Capacity: 1,958
Highlight Event of 2011: BMW UK Dealer Business Conference
Add: Tower C Wanda Plaza- 93 Jianguo Road, Chaoyang District
朝阳区建国路93号万达广场C座 Tel: +86 10 85996666
www.sofitel.com
Sofitel guangzhou Sunrich广州圣丰索菲特酒店
Ballroom & Meeting Rooms: No: 17Total Area: 3,000-sqmTotal Capacity: 2,250
Highlight Event of 2011: Audi’s “All New Q3 Road Show”
Add: 988 Guangzhou Da dao Zhong 广州大道中988号
Tel: +86 20 38838888www.sofitel.com
the westin Beijing Financial Street
北京金融街威斯汀大酒店Ballroom & Meeting Rooms: No: 9
Total Area: 1,686-sqmTotal Capacity: 1,200
Highlight Event of 2011: Tsinghua University 100 year’s Anniversary
Add: 9B Financial Street, Xicheng District 西城区金融大街乙9号Tel: +86 10 66068866
www.westin.com/beijingfinancial
中国十大MICE酒店China Top 10 MICE Hotels
MICE NOW 49
iNdustrYupdAtE行业新闻
北京北辰洲际酒店发布“行家会议体验”Intercontinental Beijing Beichen launches “Insider Experience”
作为大中华区率先执行洲际 “行家会议体验”的酒店之一,近日北京北辰
洲际酒店首次正式对外发布了其 “行家会议体验”这一全新会议服务的实
施详情。酒店于发布仪式当天,牵手“财富CEO峰会”让参会嘉宾现场真
实的感受到了一场独具匠心的行家会议体验。从酒店庄重的会场,周到的
礼仪,别致的茶歇,特色礼品等,都给与会者留下了深刻的印象。
北京金融街丽思卡尔顿酒店冬季团体入住奖励计划The Ritz–Carlton Beijing, Financial Street unveils
winter incentive program
北京金融街丽思卡尔顿自即日起至2012年2月29日推出冬季团体入住奖励
计划,凡确认50间夜预定,及可获赠金茂三亚丽思卡尔顿酒店或首尔丽思卡
尔顿酒店豪华间住宿两晚或苹果平板电脑一部。
全新瑞吉酒店在深圳最高大厦将奢华服务升华至全新高度New St Regis to raise luxury
service to new height
from its aerial position in
Shenzhen
喜达屋酒店与度假村集团宣布深
圳瑞吉酒店,即全球最高瑞吉酒
店盛大开幕。酒店坐落在深圳地
标性建筑京基100大厦的73层至
100层,共有257间客房和40间
套房。酒店总经理Stephen Ford
说道,“华丽的设计、卓越的选
址以及独特奢华的服务,定会让
深圳瑞吉酒店成为国际旅行者和
本地贵宾们的必访之地。”
北京海航大厦万豪酒店会议包价Marriott Beijing Northeast offers meeting packages
会议套价30人起,全天(半天)套价人民币650(550)元+15%服务
费,包含:全天(半天)会议室场租;上下午茶歇提供两种咖啡、果汁、
汽水和饼干等多种选择;万豪咖啡厅午餐自助;提供专门“联系人”服
务;提供包括书写纸,铅笔,糖及瓶装水等专业会议用品;一台电脑投影
机以及投影屏幕;会议所需的标准视听设备;提供给会议组织者一个文具
盒;一个白板或翻页板和带颜色的白板笔以及多功能厅前休息区域每平方
米展示租费约合人民币100元 / 平米。
北京金融街威斯汀大酒店绿色会议包价Beijing Westin Financial Streets offers green meeting package
北京金融界威斯汀大酒店推出绿色会议服务。价格为人民币700+15%服
务费每人每天,或人民币650+15%服务费每人半天。除了包含迎宾茶
水;两次会间茶歇及丰盛自助午餐;会议组织者一晚威斯汀客房免费入
住和免费使用5000流明投影仪及投影幕布外,酒店推出更多绿色环保倡
导,如电子信息显示屏;玻璃水杯及水瓶;记事簿,铅笔及爽口薄荷糖量
需而用;尊享额外500分喜达屋优先会议组织者积分。
MICE NOW50
China’s Top Leading Private Exhibition for Luxury Property The 8th LuxProperty will be held on April 12-15, 2012 at Shanghai Exhibition Center. Delivering a quality life with artistic enjoyment from the selective premium properties, the extraordinary private exhibition only for the invited high-end visitors offers an effective platform for real business. All services here are customized for you. www.LuxProperty.cn
Shanghai KunTai Exhibition|86 21 5228 6983|[email protected]