INSIDEASIA FocuS AustrAliA’s mice AttrActions聚焦亚洲澳洲的mice卖点

cHINA FocuS wine tourism hotspots聚焦中国国内葡萄酒旅游热门地

vIEw poINt bArt buiring from mArriott int’l高层视野万豪国际酒店集团亚太区运营副总裁白沛霖专访

Spring 2012 / Summer 2012

the rise of china’s lower-tiers cities ushers in a new era of china’s mice market 中国低线城市的崛起引领本土mice行业发展的新时代

late bloomers后起之秀

w w w . c o n s t a n c e h o t e l s . c o m

M A U R I T I U S - S E Y C H E L L E S - M A D A G A S C A R - M A L D I V E S

A few years ago, China’s western hinterlands are prob-

ably not among the top choices when companies look

to organize an incentive trip. Nonetheless, their prominence

is rising in the MICE sector. Our cover story takes a glimpse

at the elevated profiles of China’s up-and-coming cities, the

subsequent influx of internationally branded hotels and what

it means for the MICE market.

The appreciation for a finer lifestyle of China’s nouveau

rich is another visible driver for the incentive travel business.

Wine tasting in the country is in the process of morphing from

a bourgeois status symbol into a relatively new pursuit by the

masses. The domestic penchant for wine means it might not

be long before China builds up its own Bordeaux.

In MICE business, devotions to details can never be over-

emphasized. In this issue, we gleaned insights on how to use

F&B to make indelible experiences for guests, and how to

utilize interior spaces to generate revenues. Our cases studies

look at the refreshing team-building events in Hangzhou that

make a perfect retreat for spring.

The start of this season also sees Shanghai abuzz with

MICE events in town. Speaking at the IT&CM’s opening

event, ICCA’s Martin Sirk pointed out that the real challenges

for China to upgrade the MICE sector lie in various intangible

facets such as reaching a strategic understanding of the mar-

ket, increasing political, academic and business linkages as

well as China’s ability to learn from the world’s best examples.

China maybe a late bloomer in MICE business, but chances

are, it will be a fast learner too.

几年前，中国西部的内陆地区或许并不会成为公司组织奖励旅游的

优先选择。如今这些地区在会展奖励旅游行业内的重要性正不断

提升。我们的封面故事将带你走入这些蒸蒸日上的中国新兴城市，见证

随之而来的国际品牌酒店的大量涌入，并探究它对于整个会展市场的意

义。

中国新富阶层对于精致生活方式的追求是推动奖励旅游业务发展的

另一个显著动力。在中国，品酒正从中产阶级身份的象征转变为一种相

对新颖的大众追求。国内对于葡萄酒的热衷或许意味着不久之后，中国

就会打造出自己的波尔多葡萄酒。

在MICE领域，对于细节的追求永远是一个值得强调的主题。本期

我们探究了如何利用餐饮来为宾客创造难忘的完美体验，以及如何通过

巧妙的空间布局来创造额外收入。本期的案例研究将带我们来到春游圣

地——杭州，直击那些令人耳目一新的团队建设活动。

季初的上海还迎来了一系列大型会展活动。在中国国际奖励旅游及

大会博览会(IT&CM)的开幕式上，国际大会及会议协会(ICCA)主席马

丁·薛克(Martin Sirk)指出，对于中国而言，提升会展行业的真正挑战在

于各种无形的方面，譬如达成对于市场的战略认知、促进同政界、学界

及商业领域的联系、以及强化中国自身学习全球最佳典范的能力。中国

或许是全球会展行业内的后起之秀，但她追赶的步伐也会越来越快。

Spring 2012 / Summer 2012

MICE NOW ManagingEditor |Stella Xie

Editor-at-large | Graham Earnshaw

EditorialConsultant | Fifi Kao

Contributors | Melissa Tse

Roy Hooper

Andy Wang

Ewa Menthay

Rebecca Carden

ResearchDirector | Ada Liu

Researchers | Juliet Zhu

ArtDirector | Frank Zheng

DirectorofSales | Obie Gao

DistributionManager | Seana Liu

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 | ads@ChinaEconomicReview.com

Editor’slEttEr编者的话

INSIDE

ASIA FocuS AustrAliA’s mice AttrAction聚焦亚洲澳洲的mice卖点

cHINA FocuS wine tourism hotspots聚焦中国国内葡萄酒旅游热门地

vIEw poINt bArt buiring from mArriott int’l高层视野万豪国际酒店集团亚太区运营副总裁白沛霖专访

Spring 2012 / Summer 2012

the rise of china’s lower-tiers cities usher in a new era of china’s mice market 中国低线城市的崛起引领本土mice行业发展的新时代

late bloomers后起之秀

MICE NOW 3

Spring 2012 / Summer 2012 www.chinaeconomicreview.com

ContentsMICE NOW

18

COvER STORy 封面故事

18 Upward mobility | 欣欣向荣AlookintoChina’ssecondarycitiesasnewMICEdestinations探究中国二三线城市开发成为新兴MICE

目的地的潜力

28 The pulse of western China | 中国西部的动脉

30 The architecture of vision | 放眼未来的设计

vIEW POINT 高层视野

12 Culinary delight | 美食之悦InterviewwithBartBuiringfromMarriottInternational专访万豪国际酒店集团亚太区运营

副总裁白沛霖

CHINA FOCuS 聚焦中国

34 raise your glass | 举杯畅饮China’soutpouringenthusiasmforwine中国对葡萄酒市场的满溢热情

ASIA FOCuS 聚焦亚洲

40 Continental warmth | 澳洲游升温AustraliawoosChineseincentivegroups withamixofnaturalandmodernallures自然与现代完美结合的澳洲放眼中国奖励游市场

NEWS BRIEFS 新闻简报

6 miCe news across Asia | 亚洲MICE新闻

10

MICE NOW4

28

40

HOTEL REvIEWS 酒店评论

46 海派韵味的传承

MANAGER INTERvIEW 经理专访

51 京城里的云南情，让会议别滋新味

CASE STudy 案例分析

48 隐于山野的精彩MICE

50 半岛湖畔 动静皆宜

50 INduSTRy uPdATE 行业新闻

54EvENT GALLERy 活动图集

MICE NOW 5

InterContinential Hotels Group is set to

launch its Hualuxe Hotels and Resorts

brand, an upscale line for the Chinese mar-

ket, by the end of 2013. IHG has currently

proposed to develop 20 Hualuxe hotels, with

hopes to expand in at least 100 Chinese cities

within 20 years.

With consulting firm Boston Consulting

Group estimating China’s combined domestic

and international tourism to rise 14% annually

each year for the next decade. Many in the hos-

pitality sector, including IHG, are eager to tap

the rapidly developing US$838 billion tourism

market. Starwood Hotels and Resorts World-

wide and Hilton Worldwide, for instance, both

provided in-room tea kettles, slippers and

translation services as part of an effort to at-

tract more Chinese guests.

According to IHG executives, Hualuxe caters

specifically to Chinese customers by offering

special services such as VIP check-in as well as

late-night noodle bars, teahouses and intimate

luncheon rooms. With greater domestic recog-

nition, IHG then plans to import the Hualuxe

brand globally to accommodate Chinese con-

sumers traveling overseas. Prices for Hualuxe

are expected to be near that of Crowne Plaza’s,

which is about US$400 for a king-sized bed in

Beijing.

IHG already manages 160 hotels through-

out China underneath its InterContinental,

Crowne Plaza and Holiday Inn brands. IHG

earned US$1.9 billion in revenue from China

last year, with China accounting for 10% of

IHG’s total profits. IHG’s announcement of

its Hualuxe brand comes less than a month af-

ter reports of its EVEN brand, a line of hotels

geared toward health-conscious guests.

boasting the chinese characterIHG unveils China-branded luxury hotel, making inroad into local market

6

160The number of IHG hotels currently operate in China

InterContinental Hotels Group unveils Hualuxe brand洲际酒店集团为华邑品牌揭幕

MICE NOW6

洲际酒店集团(IHG)准备在2013

年底之前，在中国市场推出高

端品牌——华邑酒店与度假村(Hua-

luxe Hotels and Resorts)。目前，

洲际酒店集团提出打算建设20家华邑

酒店，同时希望在20年内扩张到至少

100座中国城市。

鉴于波士顿咨询集团预测，未来

10年内，中国境内外旅游市场将以每

年14%的速度增长。包括洲际酒店集

团在内的众多酒店行业企业急于发掘

这个迅速发展的、价值8380亿美元

的旅游市场。例如，喜达屋国际酒店

与度假村集团(Starwood Hotels and

Resorts Worldwide)和希尔顿国际集

团(Hilton Worldwide)为了吸引中国客

人，都在客房里提供茶壶、拖鞋以及翻

译服务等。

据洲际酒店集团高管表示，华邑

提供VIP登记入住和夜宵面馆，茶座和

私密午宴室等特色服务，专门满足中

国顾客需求。随着国内认同度增大，

洲际酒店集团计划在全球引进华邑品

牌，以适应中国

顾 客 的 海 外 旅

行。华邑的价格

预计接近皇冠假

日酒店(Crowne

Plaza)，酒店在

北京的大床房价

格约为400美元。

洲际酒店集团已经在全中国管理

旗下洲际、皇冠假日和假日酒店品牌的

160家酒店。该集团去年在中国盈利19

亿美元，占集团全球利润的10%。洲

际酒店集团在推出EVEN品牌报告后不

到一个月宣布了华邑品牌。EVEN是面

向注重健康人士的酒店客。

主打中国特色洲际酒店集团揭幕首家中国品牌豪华酒店，进军本地市场

NEwsBriEFs新闻简报

MICE NOW 7

160洲际酒店集团在中国已投入运营的酒店数量

Noodle Bar for Chinese stomachs配合中国客人胃口的面条吧

MICE NOW 7

海南航空公司将斥资6580万美元在布鲁塞尔建造一座5星级酒店，

这可能是中国投资者在海外全资拥有的首家5星级酒店。这家被

德国航空事故调查机构JACDEC列为全球排名第五的安全航空公司，

已经开始建造一座181间客房的酒店，计划于2013年年中竣工。“我们

在欧洲保持了平稳的增长，不仅在航空业务方面，在酒店业业务近年来

也是如此，”海航集团欧洲首席代表张劲松说。

这一行动是与比利时政府就投资与建设获批进行两年谈判后的结

果，也是海南航空公司欧洲扩张的一部分。新酒店将成为海航在布鲁塞

尔新投入的第4家酒店，因为公司已在该市拥有1家3星级和2家4星级酒

店。海航还投运中国与布达佩斯、柏林、苏黎世和莫斯科之间的直航。

Hainan Airlines is investing US$65.8 million into the

construction of a five star hotel in Brussels, likely to be

the first five-star hotel in a foreign country wholly owned by

Chinese investors. The Chinese company, which was ranked

as the world’s fifth safest airline by the German aviation acci-

dent investigation agency, JACDEC, has begun building a 181

room hotel to be completed by mid-2013. “We  have  main-

tained smooth growth in Europe not only in flight but also ho-

tel business these years,”  said Zhang Jinsong, chief represen-

tative in charge of Hainan Airlines’ European operations.

The move comes after two years of negotiations with the

Belgian government in order to receive the necessary invest-

ment and construction permits, and is part of the airline’s

proposed expansion in Europe. The new hotel will be Hain-

an’s fourth addition to the city since the company already

owns one three-star and two four-star hotels in Brussels.

Hainan recently began operating direct flights between Chi-

na and Budapest, Berlin, Zurich and Moscow.

Aiming high in another continent China’s Hainan airline to build 5-star Brussels hotel

高瞻远瞩 进军海外中国海南航空公司拟在布鲁塞尔建造5星级酒店

MICE NOW8

随着2012年全新优质酒店，娱乐场所和购物广场的开张，澳门会

展奖励旅游市场蒸蒸日上。

今年，一个大项目将在金沙城中心(Cotai Central)落成，该项目

将再提供5800间酒店客房与套房，以及600家商店。

澳门开发会议、激励、会展旅游目的地的成功，得益于其战略

性会展奖励旅游市场激励计划(Strategic MICE Market Stimulation

Program)的实施。自2009年启动以来，该项目帮助促成了约168项

奖励旅游，127个会议和83个展览，涉及216万团队游客。

去年，赴澳门游客人数首次突破2800万，而澳门人口仅为

56万。

The Macau MICE market is booming as new quality ho-

tels, entertainment precincts and shopping plazas pop

up in 2012.

A major project will be launched this year at Cotai Cen-

tral, which will provide an extra 5800 hotel rooms and suites

and 600 stores.

The success of the development of Macau as a destina-

tion for meetings, incentives, conferences and exhibitions

has been attributed to the Strategic MICE Market Stimula-

tion Program. Since its launch in May 2009, it has assisted

around 168 incentive travels, 127 meetings or conferences

and 83 exhibitions, involving 2.16 million delegates.

Last year, the number of visitors to Macau, with a popu-

lation of 560,000, surpassed 28 million for the first time.

strategic successMacau MICE market rises to new heights

战略性成功澳门会展奖励旅游市场上升到一个新的高度

NEwsBriEFs新闻简报

2500万2011年中国大陆赴澳门游客人数

10.9去年占国际赴澳门游客人数的百分比

25 millionThe number of visitors from mainland China to Macau in 2011

10.9Percentage of international visitors to Macau last year

More mainland Chinese visitors gravitate towards Macau更多的大陆游客向澳门进发

MICE NOW 9

MICE NOW

Taiwan is likely to scrap restrictions on foreign

ships traveling across the Taiwan Strait later this

year, in a bid to establish itself as a rising major cruise

hub, according to an operator.

US-based Royal Caribbean, said that Taiwan’s

strategic location in maritime transportation lanes in

Asia makes it possible for Keelung Port to become a

major cruise ship hub like Hong Kong, Singapore and

Tianjin in China.

The company plans to put a 140,000-tonne cruise

ship into service on its Asia routes next month, in-

troducing the biggest cruise liner operating in the

region.

Meanwhile, Taiwan and China have agreed to al-

low foreign cruise ships to operate between the two

sides of the Strait without having to apply for permis-

sion before each trip, according to the Ministry of

Transportation and Communications.

Because very few cruise ships are registered in

China or Taiwan, cruise operators have not benefited

from a 2008 cross-strait pact that allows direct ser-

vices across the Strait by ships registered on either

side.

strait competenceTaiwan vies to make Keelung Port a major cruise hub

461,000Number of cruise ship passengers across Keelung Port in 2011

Royal Caribbean Cruises 皇家加勒比国际邮轮

MICE NOW10

NEwsBriEFs新闻简报

MICE NOW 11

据一家邮轮公司透露，台湾可能在今年

晚些时候废除有关外国轮船来往海峡

两岸的限制，此举旨在奠定台湾作为新兴的

大型邮轮集散中心的地位。

总部设在美国的皇家加勒比邮轮公司

(Royal Caribbean)表示，台湾在亚洲海上

运输线上的战略位置，使基隆港有可能成为

像香港、新加坡和中国天津这样的大型邮轮

集散中心。

公司计划下月在其亚洲航线上投入一艘

14万吨邮轮，从而成为在该地区营业的最大

的定期班轮。

同时，据交通部表示，台湾和中国已经

同意来往海峡两岸的邮轮在每次航程前无需

获得审批。

由于几乎没有邮轮在中国或台湾注册，

邮轮运营方并未从2008年允许在任意一方注

册的邮轮直接提供跨海峡服务的海峡协议中

受惠。

海峡竞争力台湾力争将基隆港建设成大型邮船集散中心

461,0002011年基隆港邮轮乘客总数

MICE NOW 11

据Hotels.com的数据，公司旅行和会展奖励旅游

正推高全球客房均价。该公司发布的2011酒店

价格指数(Hotel Price Index)显示，由于会展奖励旅

游业在当今市场的强劲表现，客房价格较2010年上升

了4%。Hotels.com总裁戴维·罗奇(David Roche)

认为上升趋势是住宿需求增长，以及“商务和消费者

支出水平更高”的结果。

然而，尽管近来旅游业受到利好影响，今年，由

于自然灾害和政治动荡，酒店和住宿业在其它地区仍

遭受损失。例如，像中东和北非这样的地区，可能因

埃及和叙利亚的反抗运动面临酒店价格下滑。但去年

太平洋和北美区房价则飙升了5%。

尽管出现自然灾害，去年澳洲布里斯班和新西兰

基督城的酒店价格也呈现上升势头，这主要是因为供

应短缺。罗奇还指出，尽管价格上升，但仍低于2005

年时的峰值。“由于酒店价格总体仍低于2005年的水

平，现在正是出行和周游世界的大好时机，”他说。

According to a report by

Hotels.com, corporate

travel and the MICE industry

are driving up the global aver-

age of room rates. The company

released its Hotel Price Index

for 2011, which indicated that

room rates rose four percent

compared to 2010 due to the

strength of the MICE industry

in the current market. Hotels.

com president David Roche

considered the upward trend

an effect of increased demand

for accommodation and “higher

levels of business and consumer

spending.”

However, despite the recent

auspicious impact of tourism,

the hotel and hospitality sectors

in other regions still suffered

this year due to natural disas-

ters and political instability.

Areas such as the Middle East

and North Africa, for instance,

might face a drop in hotel prices

due to revolts in Egypt and Syr-

ia, while the Pacific and North

America had a surge of five per-

cent in rates last year.

Despite natural disasters,

prices in Brisbane and Christ-

church went up last year as

well, mainly due to short supply.

Roche also noted that despite

the growth, prices still remain

under the peaks of 2005. “With

hotel prices overall still below

their 2005 level, now is a great

time to go out and explore the

world,” he said.

global hotel prices upA new report demonstrates the importance of the MICE industry on hotel prices

全球酒店价格上扬一份最新报告验证会展奖励旅游业对酒店价格的重要性

up in the air…Marriott Marquis Dubai 直入云霄…马奎斯万豪迪拜酒店

Pan Pacific Suzhou苏州吴宫泛太平洋酒店

MICE NOW12

在一项雄心勃勃地推动菲律宾成为旅游胜

地的计划中，观光部正在进行签证规则

改革。新政的实施是政府的一项举措，旨在通

过简化入境程序要求和放宽停留时间吸引更多

外国游客。

现在，菲律宾将166个国家和地区的特许

免签时间从21天增加到30天，其中包括由观

光部——认证旅游运营商——组织的随团到菲

律宾旅游的中国人。持有效的美国、日本、澳

大利亚、加拿大、申根、新加坡或英国签证的

印度人将给与为期14天的免签。而另外一项可

能实施的改革涉及退休人员的长期居留，正在

由观光部、外交部和移民局评议。

观光部表示，通过这些签证改革措施，

菲律宾现在可以在入境政策上与泰国、新加坡

和马来西亚等邻国竞争，这些国家给予多数国

家国民最高30天免签。在新政策下，菲律宾希

望，到2016年外国游客能够达到1千万人次。

In an ambitious effort to promote the

Philippines as a tourist destination,

the country’s Department of Tourism

(DOT) is reforming its visa regula-

tions. The new policy implementations

are an attempt by the government to

lure more foreign tourists by simplify-

ing entry requirement procedures and

broadening the duration of stays.

The Philippines will now grant

increased visa-free privileges for 166

countries and territories from 21 to

30 days, including to Chinese nation-

als traveling to the Philippines as part

of a tour group handled by a Depart-

ment of Tourism-the accredited tour

operator. Indian nationals who have a

valid American, Japanese, Australian,

Canadian, Schengen, Singaporean, or

British visas will be given a 14-day visa-

free stay. Other possible reforms cur-

rently under review by the DOT, DFA

and BI involve a special long-stay visa

for retirees.

The DOT has said that with these

visa reforms, the Philippines will now

be competitive with the entry policies

of neighboring countries such as Thai-

land, Singapore and Malaysia, which

all allow entry of nationals of most

countries without a visa for stays of up

to 30 days. Under the new policies, the

Philippines now hopes to reach 10 mil-

lion foreign tourists by 2016.

gate wide openThe Philippines relaxes visa process to attract more foreign tourists

大门敞开菲律宾为吸引更多外国游客放松签证程序

NEwsBriEFs新闻简报

MICE NOW 13

Cost-cutting on Food and

Beverage budget has been

a pervasive trend at hotels

across the globe. Yet, ris-

ing guest expectations on food choices

means that presenting impressive dish-

es might come up higher on hoteliers’

agenda.

MICE Now spoke with Bart Buir-

ing about the new triumphing trends in

the Food and Beverage sector, key ele-

ments of a satisfying dining experience

and the importance of offering authen-

tic local dishes

Q: what are some of the latest food and beverage trends in china?A: First of all, the focus on food quality is

extremely important in China – the selec-

tion of ingredients and the authenticity

of food are critical. Guests are extremely

discerning and expect excellence. There

appears to be an increase in requests

for organically sources ingredients and

sustainable seafood. Our food and bev-

erage offerings are locally relevant, and

we offer a variety of menu items that are

appealing to those local clients ideally us-

ing ingredients that are locally sourced.

Increasingly, design and technology

are also very important in the food and

beverage arena. Speciality restaurant de-

signers and lighting/audiovisual design-

ers have become an integral component

of F&B success.

Q: what trends are you seeing in food & beverage for events?A: There is a lot of innovation in the

wedding arena in terms of décor, food

style and entertainment requirements.

culinary delight Catering to local food and beverage tastes can help hotels succeed in China, says Bart Buiring, vice president of continent lodging services & operations at Marriott International

Bart Buiring, vice president of continent lodging services & operations at marriott international

Destination weddings appear to be-

come more popular as well. We see

this in our resorts in Sanya but also in

destination such as Phuket. The grow-

ing presence of roof-top bars is another

trend we see. Wine tasting is also a

trend that has been evident for a num-

ber of years with Chinese increasingly

becoming expert wine connoisseurs.

Q: what is your hotel’s strategy to stay “regionally relevant” when it comes to cuisine offerings?A: We want to make sure that we of-

fer authentic regional food in our ho-

tels in China. Naturally for us to get

this right, we need to hire the best lo-

cal talent, conduct research and reach

out to chefs in the local area for their

support. We want to make sure that we

hire talented cooks, whether from the

best freestanding restaurants in the

area or as trainees from hotel schools

in those local markets. Rigorous train-

ing and sourcing the best ingredients

locally are also crucial. And then it all

has to come together in the kitchen

through excellent cooking technique

and the perfect preparation methods.

That is how we deliver excellence and

the highest quality.

Q: what are the key elements to en-sure a satisfying culinary experience for business travelers or conference attendees? A: There are a number of factors that

are very important when considering the

food offering for a meeting. Menu plan-

ning is often the first step. The time of the

day, the length of the meeting, the coun-

try of origin of the participants are all

factors that we need to take into account

when assisting our guests to plan events

at our Marriott or JW Marriott proper-

ties. Some gatherings lend themselves

more to sit down meals, others more to a

buffet style arrangement. When we plan

our coffee breaks for meetings we always

recommend that there is a buffet compo-

nent, a live cooking element and a “pass-

around” component. We also always

recommend that we offer a balanced se-

lection of sweet and savory options and,

of course, plenty of healthy food and bev-

erage selections. Juice bars for example

are becoming increasingly popular.

Q: You said you have incorporated designers into your event planning. could you elaborate on how you tailor the design of meeting spaces to clients?A: MICE clients are increasingly look-

MICE NOW14

viEwpoiNt高层视野

ing for designed meeting spaces that

are different from the standard ball-

room. Through design, through the

meeting table offering, the room set-up

and audiovisual technology, we aim to

satisfy those very demanding consum-

ers looking for a relevant meeting ex-

perience. Creative food and beverage

offerings in terms of coffee breaks and

lunches or dinners all add to the experi-

ence.

Q: And how important is food and beverage to a hotel remaining com-petitive in a local market? A: Food and beverage contributes sig-

nificantly to a hotel’s positioning in the

local market. If you consider a hotel in

a city, the local clients will often only

experience the banquet facilities and

restaurant facilities. Attracting local

consumers is critically important to us.

In the mind of those local consumers,

the image of the hotel is largely formed

in our meeting rooms and restaurants.

Q: what are some of the top food and beverage demands from chinese mice planners?A: For meeting planners the three

key factors for any meeting are tim-

ing, quality of the food, and service

that is tailored or personalized to

their event. Food needs to be freshly

prepared and delicious. It needs to be

served on time, and hot food needs to

be hot and cold food needs to be cold.

These requirements have not changed

much over the years. Authenticity is

critically important. Special requests

for religious reasons or because of

allergies need to be fulfilled without

any delays or errors.

Q: Do you see a surge in mice del-egate’s demand for healthier foods in china? A: It is clear that there is an increasing

demand for healthier food options in

China. Whether I want to go as far as

to call this a “surge,” perhaps not quite

yet. It is, however, clear that guests

are increasingly concerned about their

calorie intake, interested in where the

product ingredients come from and

whether food items are organic or not.

There also appears to be a clear trend

to eat less red meat and to increase in-

gredients with anti-oxidants such as

goji berries and blueberries.

Man Ho Chinese restaurant at Shanghai Marriott Hotel City Center

上海雅居乐万豪酒店中餐厅

Signature barbecued pork特色叉烧酥

Fresh crab claw 新鲜蟹钳

Steamed Spot Garoupa清蒸斑鱼

MICE NOW 15

餐饮预算被大幅削减已经成为全球酒店行

业普遍面对的一个趋势。而客户对于食

物选择期望的提升也意味着对各家酒店而言，

提供令人难忘的餐饮体验也是酒店运营商工作

议程上日趋重要的一个方面。

本刊与白沛霖就餐饮行业新兴的趋势、满

足餐饮体验的关键元素以及提供纯正地方美食

的重要性展开了探讨。

问： 最近中国在餐饮方面有何趋势？

答： 首先，在中国很重要的一个方面是对食物

品质的注重，包括食材的甄选以及食物是否正

宗都非常关键。这里的客户极具品鉴力，他们

期待品尝卓越的美食。目前针对有机食材原料

以及环保海鲜的需求似乎正在增多。我们提供

与各地相关的餐饮，最理想的情况是，我们能

够通过当地采购的食材制作出各种吸引当地客

户的美食。在餐饮行业的竞技场上，设计与技

术也已变得极为重要。要在业内取得成功，专

业餐厅设计师和照明/声光设计师已经成为不可

或缺的组成部分。

问： 你觉得在活动的餐饮方面有哪些趋势？

答： 目前在婚宴的装饰、食物风格以及娱乐要

求方面已经有许多创新。此外旅行结婚似乎也

日渐流行，这从我们位于三亚以及普吉岛等景

点的度假村就可以看出。此外我们还发现屋顶

酒吧也逐渐成为一种流行的趋势。另外随着越

来越多的中国人成为葡萄酒的鉴赏专家，近年

来品酒也已成为一个明显的趋势。

问： 在美食供应方面，你们酒店通过何种策略

来保持“地域特色”？

答： 我们希望确保自己能够在中国提供纯正

的具有地域特色的食物。为了做到这一点，

我们自然需要雇佣最好的当地人才、开展调

研、并接洽当地大厨以获取他们的支持。我

们希望确保自己能够聘请到有才华的厨师，

他们可能会来自当地独立的餐馆，也可能是

来自当地市场上酒店学校的培训生。严格的

培 训 以 及 严 选 当 地 最 好 的 食 材 也 同 样 至 关

重 要 。 之 后 要 做 的 是 在 厨 房 内 以 卓 越 的 烹

饪技术和完美的准备手法将这些元素糅合在

一起。这就是我们传递卓越与最高品质的方

式。

问： 要为商务旅客或参会人员呈现令人满意的

美食体验，有哪些关键元素？

答： 在为会议提供食物方面存在着一些非常重

要的因素。菜单的规划通常是第一步。当我们

协助宾客为在万豪或JW万豪酒店内的活动制

订计划时，每天的时段、会议的长度、参会者

的国籍等都是我们必须考虑到的因素。一些集

会可能更适合正餐，而其它一些集会可能更适

合自助餐。当我们为会议安排茶歇计划时，我

们总是会建议在其中加入自助餐、现场烹饪或

绕场服务小吃的环节。此外我们总会推荐甜咸

搭配均衡的方案。当然，我们还会提供大量健

康的食品和饮料供选择，例如果汁酒吧如今就

越发走俏。

美食之悦万豪国际酒店集团(Marriott International)亚洲太平洋地区运营副总裁白沛霖(Bart Buiring)表示，迎合地方餐饮品味能够帮助酒店在中国取得成功

MICE NOW16

问： 你刚刚说到你们已经将设计师纳入了自己

的活动规划之中。你是否可以阐述一下你们是

如何为客户量身定制会议场所设计的呢？

答：越来越多的会展客户正在寻找那些设计有

趣、有别于标准宴会厅的会议场所。我们的目

标是通过设计、通过提供不同的会议桌、房间

布置和声光技术来满足那些非常挑剔的顾客，

使他们获得相关的会议体验。茶歇、午餐或晚

餐期间所提供的创意食物与饮品都能提升这种

体验。

问： 餐饮业务对于一家酒店在当地市场上保持

竞争力有多重要？

答：餐饮在很大程度上决定了一家酒店在当

地市场上的地位。对于一家城市里的酒店来

说，当地客户往往可能只会体验到它的宴会

与餐饮设施。因此吸引本地消费者对我们而

言极其重要。在那本地消费者的脑海里，酒

店的形象大部分是由我们的会议室和餐厅构

成的。

问： 中国的会展活动规划者会提出哪些高端的

餐饮要求？

答： 在会议规划者看来，时间安排、食物品质

以及根据活动定制个性化的服务是影响所有会

议的三个关键因素。食物必须新鲜美味，提供

的时间也需要恰到好处：该热的食物必须热，

该冷的食物必须冷。这些要求并未在这些年发

生太大的变化。保证食物的正宗品质也同样至

关重要。由于宗教或过敏等原因而提出的特殊

要求也必须及时且无差错地做到。

问： 在中国，你是否发现会展代表们对于健康

食物的要求在大幅攀升？

答： 在中国，人们对于健康食物的需求的确有

显著增长。但或许目前我并不会将其称之为“

大幅攀升”。显然，有越来越多的宾客开始关

注自己摄取的热量，他们会关心食材来自何方

以及这些食物是否有机。此外少吃红色肉类，

多放诸如枸杞、蓝莓等抗氧化的配料似乎也已

成为一个显著的趋势。

时间安排、食物品质以及根据活动定制个性化的服务，是影响所有会议的三个关键因素

Shanghai City Bistro kitchen上海雅居乐万豪酒店餐厅厨房

Man Ho Chinese Restaurant上海雅居乐万豪酒店中餐厅

Chinese welcome...Shanghai City Bistro Kitchen中式欢迎...上海雅居乐万豪酒店

viEwpoiNt高层视野

Japanese style...Inaginku日式风情...稻菊餐厅

MICE NOW 17

MICE NOW18

upward mobilityChina’s lower-tier cities are on an infrastructure spending spree coupled with an influx of global hotel chains, heralding the rise of MICE business beyond metropolitans

MICE NOW18

MICE NOW 19

CovErstorY封面故事

Mention the annual World Economic

Forum to business circles and the

city of Davos perched on the Swiss

Alps will spring to mind. The fact

that hosting conferences can cata-

pult a once-ignored town to global recognition is a fash-

ionable idea that a plethora of smaller cities in China have

begun to subscribe to. The aim of this rite of passage, for

many if then, is to propel the local MICE industry up to

the next level.

Long overshadowed by the dazzle of Beijing, Shanghai

and Guangzhou, China’s secondary and tertiary cities are

powering ahead as the latest emerging MICE destinations.

The evidence is there in abundance: Over the last decade,

landmark exhibition facilities have popped up all over the

country, high-speed railway networks now zip past fields

from east to west, and luxury international hotels are

scrambling to break ground first in China’s interior cities.

A combination of increasingly sophisticated business

environments, less cumbersome travel routes and, per-

haps most importantly, operational cost-effectiveness has

allowed for the emergence of strong alternatives for MICE

planners seeking out-of-city event options. Tourism hot-

spots like Chengdu, Hainan and Qingdao also trumpet

fresh leisure amenities and natural retreats that metro-

politan cities cannot rival. By leveraging local advantages,

China’s emerging cities can inject new dynamics to an in-

creasingly diversified China MICE market.

master planningThe State Council, in its master blueprint for the Chinese

economy, has targeted the fostering of China’s tourism

sector as a pillar industry which should account for 4.5%

of national GDP by 2015. Many local governments have

singled out the MICE industry as the key driver of the local

economy. With this backdrop, business travel is ultimately

a top-notch option. Dubbed as the “bread of the city” the

exhibitions and conferencing industry is no doubt a great

money earner.

Indeed, MICE business demand in China is slated to

grow strongly at all levels. It is estimated that the country’s

conferencing industry will be worth over RMB300 billion

by 2015 while the number of domestic travelers will hit

3.5 billion. According to a recent report by the Interna-

tional Congress and Convention Association (ICCA), the

Relax among the hills…naked Stables Private Reserve 山林间的闲憩…莫干山naked Stables Private Reserve

MICE NOW 19

MICE NOW20

government’s funding on new infra-

structure projects in China’s lower-tier

cities should translate into 120 opera-

tional world-class convention facilities

by 2040.

The strategy of capitalizing on busi-

ness travel and the conference industry

varies from city to city. One noticeable

trend is the early-stage planning cre-

ate scalable industry zones or busi-

ness hubs that thrive on tax breaks and

preferential policies in order to attract

domestic and even international in-

vestments. Chengdu, which many con-

sultancy firms label as a “tier-1.5” city,

is now home to over 300 out of the For-

tune 500 enterprises. The famed Tian-

Fu Software Park, an IT and service

outsourcing hub, has enabled the city

to develop a full service industry supply

chain. The city has recently been under

the limelight for garnering the title as

China’s new manufacturing hub, to

which factories are relocating from the

more high cost coastal regions.

“Chengdu is the destination that

can fit for all kinds of events, while the

meetings and conference outlook is

most optimistic,” said Jeffrey Zhang,

General Manager of Area Sales and

Marketing at ETG Portfolio Hotels,

where 42% of its 2011 revenues came

from the MICE segment. “The political

focus and economic growth has stimu-

lated investments and developments,

which is also reflected from the fast

growth of corporate meetings and con-

ferences from various companies.”

Another factor is that secondary cit-

ies can better leverage the local indus-

try advantages when playing host to

professional conventions. For example,

Suzhou and the Yangtze River Delta

region have become the go-to destina-

tion for new energy conventions. And

while Chengdu and Chongqing ride on

the “Go West” development scheme, al-

lowing them to transform into business

and investment nodes, scenic spots like

Hainan are reaping rewards from their

resort and tourist resources to position

themselves as premium MICE destina-

many of China’s aspiring tier-two

cities are eager to expand the miCe market overseas

Brilliant Resort & Spa, Jingmai

景迈柏联精品酒店

MICE NOW20

CovErstorY封面故事

MICE NOW 21

tions in Asia.

Eager to provide top-caliber in-

centive travel experiences on par with

international standards, Hainan now

has 153 infrastructure construction

projects in the pipeline, all aimed at

transforming the island province into

an international tourism destination

by 2020. A bullet train link between

Hainan’s two main cities, Haikou and

Sanya, opened in 2011, allowing tour-

ists to travel all around the island with-

in one day.

“The local government has worked

very hard to drive MICE and the wed-

ding business in both domestic and

overseas market in recent years,” said

Joanna Lin, Director of Marketing and

Communication from Sanya Marriott

Resort & Spa. She said about 40% of

the hotel’s revenue is generated from

MICE business.

Haitang Bay, a beachfront destina-

tion that sits to the north of Yalong Bay

is the latest developed area that houses

many MICE properties. The number of

luxury properties planned for the Hai-

tang Bay, such as Conrad and Double-

tree by Hilton, Fairmont Haitang Bay

Resort, and Shangri-La Sanya, will

eventually rival that of Beijing and

Shanghai.

For MICE planners, the availabil-

ity of world-class venue facilities is

another key determinant to choosing

destinations. In Chengdu, besides the

RMB1.4 billion government project for

the construction of the Chengdu Inter-

national Exhibition and Convention

Center, the city is also planning a sec-

ond exhibition venue. Wuhan, another

major city in central China, is building

a 460,000-square-meter International

Exposition Center which will be the

largest of its kind in that region.

Outbound enthusiasmBeyond achieving domestic promi-

nence, many of China’s aspiring tier-

two cities are eager to expand the

MICE market overseas.

While Chongqing has boomed par-

ticularly fast in recent years, Chengdu

appears to be keener on enhancing its

overseas image, which is a boon for

the region’s MICE business. Last year,

the municipality’s Exposition Bureau

launched a high-profile promotional

video at the Times Square in New York

City featuring pandas, business cen-

ters, cultural relics, as well as natural

scenery spots such as Jiuzhaigou and

Mount E’mei. Those efforts have paid

off: In April 2012, US-based Forbes

magazine announced that the 2013

Fortune Global Forum will be held

in Chengdu, marking the first time

that such an event will take place in a

second-tier Chinese city. ICCA further

predicts that more international events

will take place in cities including Xia-

men, Shenzhen, Hangzhou, Dalian,

Tianjin and the resort destination of

Hainan.

Moreover, many policy restrictions

are being eased in order to keep the mo-

mentum going. Hainan is now grant-

ing free-visa landing for delegates and

Chinese restaurant at Kempinski Yinchuan银川凯宾斯基饭店的中餐厅

The Westin Changbaishan Resort 长白山万达威斯汀度假酒店

MICE NOW 21

scarce compared to Beijing and Shang-

hai,” said Shu Tao, Vice President of

Hangzhou M.I.C.E. Association. “And

that’s the challenge confronting other

tier-2 and tier-3 cities in their quest to

upgrade MICE business.”

Second-tier market, first-class opportunityWhile phrases like “boutique” and

“niche” dot the lexicon of hotel market-

ers swarming to Beijing and Shanghai,

most of China’s second- and third-tier

cities have only just begun to embrace

the influx of mainstream international-

ly-branded hotels, as the China50 re-

port by Jones Lang LaSalle noted.

The latter phenomenon has raised

skepticism over the market’s absorp-

tion capacity. Yet, many believe hotel

operators’ foray into China’s interior

lands isn’t a bet on blind faith. Solid

central and provincial government

infrastructure investment, abundant

tourism resources, and the rise of as-

piring Chinese travelers all provide

strong incentives for China’s lower-tier

cities to grab a bigger slice of the boom-

ing domestic incentive travel market.

“Each hotel has its unique character

and market proposition. Their en-

trance to the local market can fill the

gap and create a ‘cluster effect’, which

then provides a more diversified choice

for event organizers,” said Shu of the

Hangzhou M.I.C.E. Association.

The continuing migration of

rural residents to second-tier cit-

ies provides the basis of a promis-

ing consumer market. According to

McKinsey Global Institute’s forecast,

the number of wealthy households

in China will triple from 1.6 million

in 2008 to 4.4 million in 2015, with

75% of the growth occurring outside

the metropolitan areas. A recent re-

port from Business Monitors Interna-

tional projects aggressive expansion

of Chinese retailers into the booming

secondary and tertiary cities that will

tourism groups from Australia, US, and

Canada. Direct flights linking China’s

emerging cities and Europe and US are

proliferating. The number of interna-

tional destinations to be reached by air

from Wuhan will rise to 40 by 2030. Wu-

han is slated to become China’s fourth-

largest air transport hub after Shanghai,

Beijing and Guangzhou.

Sanya in Hainan already attracts

many international events, but the lack

of a major conference and convention

venue has so far limited the city’s at-

traction to large-scale groups, said Lin

from Sanya Marriott Spa & Resort.

Similarly, Hangzhou’s existing ven-

ue facilities struggle with accommodat-

ing groups larger than 1,500 people.

During the past decade, the propor-

tion of international-level conferences

held in Hangzhou inched up to 3.5%

in 2010, according to ICCA. However,

this was largely caused by a ripple effect

from the 2010 Shanghai Expo. “The

number of PCOs in Hangzhou remains

MICE NOW22

CovErstorY封面故事

push retail sales to grow by a brisk

74% from 2009 to 2014.

These promising signs offer a confi-

dence boost for high-end hotels as they

quicken their expansion steps. Esti-

mates show that China’s hotel market

will expand by 5-8% annually through

to 2030, a staggering pace inconceiv-

able in most Western markets. Accor is

scrambling to double its hotel presence

in China by 2015, with its most recent

move aim at tailoring the brand Grand

Mercure for Chinese upscale travelers.

Hilton has announced plans to boost

number of properties in China from the

current 25 to 100 by 2014, when Chi-

na will overtake the United States as

Hilton’s largest market. And many of

those new buildings will be located in

smaller cities. In May 2011 alone, near

80% of the 18 newly added star-rated

hotels in China opted for less developed

hospitality markets in places like Da-

lian, Chengdu and Wuxi.

Cutthroat competition coupled

with low occupancy rates has long af-

flicted hotels in key cities like Shanghai

and Beijing. Naturally, seeking growth

elsewhere is a priority for global hotel

chains. Many are expected to adapt a

defensive mid-market strategy as the

first international hotel in town, ac-

cording to the China50 report by Jones

Lang LaSalle.

“In many cases, high-end hotels

at lower-tier cities are brandished as

highlights to attract travelers,” said Lily

Ng, Executive Vice President of Jones

Lang LaSalle Hotels, “but ultimately,

its growth depends on the prosperity of

local economy as well as adequate hotel

room demand for support.”

Some industry critics take a rather

cautious outlook, but hoteliers mostly

hold a positive view. Grégoire Cham-

petier, Global Chief Marketing Officer

at Accor, believes that the revenues at

China’s third-tier cities can beat the

performance of hotels at Shanghai,

Beijing and Guangzhou.

Essentially, the key to creating a

winning MICE business for hoteliers

is all about service quality. Much busi-

ness is still done over tea sipping meet-

ings rather than at bar counters. Cater-

ing to Chinese tastes is more relevant

in lower tier cities, where consumers

are more accustomed to traditional

lifestyle. At Accor’s Grade Mercure,

guests can identify service staff with

badges in Chinese characters and pin-

yin. Elements like Tai-chi sessions and

local imported tea are emphasized to

conform to the expectations of Chinese

customers. “The competitive edges of

hotels in China’s lower-tier cities boils

down to whether they can provide cli-

ents with the particular type of service

they demand,” noted Ng from Jones

Lang LaSalle Hotels.

Yet, to lure the hearts of MICE

planners requires more than hardware

upgrades. Secondary and tertiary cities’

off-site service quality needs to move

up the ladder. That’s one factor where

many still lag behind compared to cos-

mopolitan cities. Cases where tourists

report being ripped off by taxi drivers

and vendors at famous scenic spots re-

main prevalent, mostly due to a lack of

proper tourism industry regulations.

The quest for China’s smaller cit-

ies to earn the badge as the new go-to

MICE destinations is far from an over-

night, top-down transformation.

Tranquil experience: Fuchun Resort by night宁静的体验: 杭州富春山居夜景

The Westin Changbaishan Resort 长白山万达威斯汀度假酒店

MICE NOW 23

欣欣向荣探究中国二三线城市开发成为新兴

MICE目的地的潜力

在商界，一提到每年的世界经

济论坛，人们就会想到位于

阿 尔 卑 斯 山 脉 的 瑞 士 达 沃

斯。主办高端会议可助推过

去乏人问津的城市赢得世界声誉这一事实，成

为中国众多小城市开始认同的流行理念。对很

多城市来说，其通过仪式就是推动当地会展业

再上一个等级。

以往长期以来被北京、上海、广州的光

芒所掩盖，现在中国的二三线城市正高歌猛

进，成为最新崛起的会展目的城市。其证据车

载斗量：在过去十年中，诸多地标性会展建筑

拔地而起，高铁网络正从东到西横跨原野，豪

华的国际酒店纷纷首次在中国的内地城市破土

而出。

日益发展的商业环境、不那么拥堵的道

路交通，而最重要的因素也许是运营性价比，

这三者的组合似乎是会展规划者寻求在大城市

以外举办活动的强烈动力。成都、海南、青岛

等旅游热点地区也大力宣传大都市所无法比拟

的清新休闲娱乐和天然休养场所。通过利用当

地优势，中国的新兴城市将给日益多元的会展

市场注入活力。

总体规划随着国务院确定发展蓝图，将扶植旅游业成为

中国支柱产业，到2015年前将占全国GDP的

4.5%，各城市政府选择会展业作为当地经济

的主要动力。在这一背景下，商务旅游最终成

为顶级选择。会展业被称为“城市面包”，毫

无疑问是一棵摇钱树：研究表明，举办一场大

规模展会可为当地经济带来多达九倍的收益。

确实，中国的会展业需求必将在各个层

面迅猛增长。据估计，2015年中国的会展业

产值将超过3000亿元人民币，同时国内游客

将达35亿人次。根据国际会展联合会(ICCA)

最近的报告，中国政府对二三线城市新基础设

施的投资，到2040年将形成120个可运营的

世界级会展中心。

各城市从商务旅游和会展业中获利的策略

各不相同。一个重要的趋势是创建大小可调的工

业开发区或商务枢纽的早期规划，以税收减免和

优惠政策吸引国内乃至国际投资。成都被众多咨

询公司视为“一级半”城市，现在世界财富500Brilliant Resort & Spa, Jingmai景迈柏联精品酒店

MICE NOW24

CovErstorY封面故事

强企业中已有300多家入驻。成都天府软件园是

IT和服务外包中心，使成都得以发展出一整条服

务产业供应链。成都最近由于荣膺中国新制造业

中心而备受关注，众多工厂从成本高昂的沿海地

区迁到这里。尽管仍在恢复四川大地震的创伤，

成都的经济崛起没有显示出任何减缓的迹象。

成都世纪城天堂洲际大饭店(该公司2011年

收入的42%来自于MICE行业）区域销售和市场

部总经理张毅(Jeffrey Zhang)说：“成都适于

承办各种活动，而承办会议的前景最令人乐观。

政治关注和经济增长刺激了投资和发展，这也在

诸多公司企业会议的快速增长中得到了反映。”

另一方面，二线城市能更好利用当地产业

优势，承办专业会展。例如，苏州和长江三角洲

地区已成为新能源会议的必到之地。而成都和重

庆则乘着“西部大开发”发展规划的东风，摇身

一变成了吸引商务和投资的磁铁。海南这样的风

景区则从丰富的自然资源中受益，其目标是成为

亚洲一流会展目的地。

海南渴望提供具有国际水准的顶级刺激旅

游体验，目前约有153个在建项目，所有这些项

目都是为了使海南在2020年转型为国际旅游目

的地。在省内，连接海口和三亚的高速铁路于

2011年通车，让旅游者可在当天环游全岛。

三亚万豪度假酒店及水疗中心市场及公关

部总监林群(Joanna Lin)表示：“近年来，当

地政府积极努力，推动国内及海外市场的会展和

婚礼行业发展。”该酒店约有40%的收入来自

于会展行业。

位于亚龙湾以北的海棠湾是最新开发的地

区，这片海滩拥有诸多会展设施。海棠湾规划的

豪华酒店，包括希尔顿集团的康莱德酒店和逸林

酒店、费尔蒙海棠湾度假酒店、三亚香格里拉酒

店等，短时间内其数量将最终比肩北京和上海。

对会展规划者来说，能否获得世界级的

场所设施是选择目的地的另一个关键决定因

素。除了成都国际会展中心这个投资14亿元

人民币的政府项目之外，成都目前还在酝酿一

个新项目，以满足多样化的需求。另一个西部

大城市武汉拥有面积多达46万平方米的国际

展览中心，这是中国中部最大的会展中心。而

银川市金融办将至少三年拨款300万元支持会

展中心项目，努力从长期提升其会展业实力。

放眼海外除了稳固国内的低位之外，中国许多雄心勃勃的

二线城市都热切地想要拓展海外的MICE市场。

虽然重庆近年来发展迅猛，但成都似

Signatue restaurant at The Westin Changbaishan Resort 长白山万达威斯汀度假酒店特色餐厅

Elegant European Coffee Break at Kempinski Beijing

北京凯宾斯基饭店...优雅欧式茶歇

MICE NOW 25

乎更加渴望提升其海外形象，这对该地区的

MICE业务来说是件好事。去年，成都展览局

在纽约时代广场推出了一个高调的宣传视频，

主要以熊猫、商业中心、文化遗产和自然风

景（如值得游客回访的九寨沟和峨眉山）为

主题。这些努力得到了回报：2012年4月，

美国福布斯杂志宣布，2013年全球财富论坛

将在成都举行，这标志着像这样级别的活动首

次在一座中国的二线城市举行。国际会议协会

(ICCA)进一步做出预计称，在厦门、深圳、

杭州、大连、天津以及海南度假胜地这样的城

市中将举办更多国际活动。

此外，为了推动这一势头，很多政策上的

限制正在被取消。海南希望吸引来自西方的资深

游客，对来自澳大利亚、美国和加拿大的代表团

和旅行团给予免签入境待遇。连接中国新兴城市

与欧美的直飞航班正在激增。到2030年，从武

汉坐飞机能够直达的国际旅游目的地的数量将增

至40个。它将成为继上海、北京和广州之后的

中国第四大航空枢纽。

来自三亚万豪度假酒店的林群说，尽管三

亚吸引了很多国际盛会，但缺乏主会议中心大

大影响了该市对大规模团体的吸引力。同样，

杭州现有的场所设施也很难满足超过1500人的

团体。根据ICCA的数据，在过去10年，杭州

的国际性会议比例在2010年增加了3.5%。然

而，这主要受到了2010年上海世博会的连锁效

应，而上海世博会已经淡去。“在杭州，PCO

的数量相较北京和上海来说依旧很少。”杭州

MICE协会的副会长舒涛说，“而这就是那些

正在寻求升级MICE业务的中国二、三线城市

所面临的挑战。”

二级市场，一流机遇聚集在上海和北京的酒店运营者满脑子都在思

考像“精品店”和“小众市场”这样的词汇，

但与之不同的是，多数中国二、三线城市才刚

开始迎接主流国际品牌酒店的入驻，就像仲量

联行(Jones Lang LaSalle)所做的《中国50

城》报告中所指出的那样。

后一种现象激起了人们对于市场消化

能力的质疑。然而，许多人相信酒店运营商

大举进军中国内地城市的做法并不是一个盲

目的赌注。稳固的中央和省级政府基础设施

建设投资、充足的旅游资源、以及积极的中

国 游 客 的 增 加 ， 都 是 中 国 低 级 城 市 想 要 获

取更多蓬勃发展的国内会奖市场份额的强有

力诱因。“每座酒店都有自己的特色和市场

地 位 。 它 们 来 到 本 土 市 场 ， 能 够 填 补 市 场

空 缺 ， 并 产 生 ‘ 群 集 效 应 ’ ， 为 会 议 和 活

动组织者带来了更加多样化的选择。”杭州

MICE协会的舒涛说道。

大量农村居民涌入二线城市预示着一个

有潜力的消费市场的形成。据麦肯锡全球研究

所的预计，中国富裕家庭的数量将翻三番，即

从2008年的160万户增加至2015年的440万

户，其中75%的增长将发生在大城市外。《

国际商业追踪》(Business Monitors Inter-

national)近期的一份报告预计称，中国零售

商积极地扩张至蓬勃发展的二、三线城市，此

举将推动零售销售额在2009年至2014年期间

增加74%，这一数据着实令人欣喜。

这些充满希望的迹象提升了高端酒店

在增加扩张步伐时的信心。预测数据显示，

中 国 的 酒 店 市 场 将 在 2 0 3 0 年 前 每 年 增 加

5 - 8 % ， 如 此 稳 定 的 增 幅 对 于 多 数 西 方 市

场 来 说 难 以 置 信 。 雅 高 酒 店 正 努 力 地 想 在

2015年把自己在中国的酒店数量翻番，其

最近的一个举措就是为中国高级游客度身定

制了一个品牌——美爵酒店(Grand Mer-

cure)。在更早之前，希尔顿酒店宣布计划

据国际会展协会(ICCA)

最近的报告，中国政府对

二三线城市新基础设施的

投资，到2040年将形成

120个可运营的世界级会

展中心

InterContinental One Thousand Island Lake Resort杭州千岛湖洲际度假酒店

naked Stables Private Reserve

MICE NOW26

CovErstorY封面故事

增加中国酒店的数量，即到2014年，把酒

店数量从当前的25家增加至100家。届时

中国将取代美国，成为希尔顿酒店的最大市

场 。 同 时 ， 在 这 些 新 酒 店 大 楼 中 有 很 多 会

在中国的小型城市拔地而起。单单在2011

年，中国的18家新增星级酒店中有近80%

选择了酒店服务业并不算发达的地区，如大

连、成都和无锡。

激烈的竞争伴随着低入住率，长期以来

一直在影响着主要城市（如北京和上海）中的

酒店。因此，对于全球酒店连锁来说，寻找其

他增长区域就自然而然的成了重点。据仲量联

行的报告—《中国50城》，许多酒店预计会

采用一种防御性的中级市场战略，成为入驻该

地区的首座国际酒店。

“在许多情况下，在低级城市的酒店被

视为吸引游客的标志。”仲量联行执行副总裁

吴嘉保(Lily Ng)说，“但最终，其增长依靠

的事当地经济的繁荣度以及对于酒店房间的充

足需求。”虽然一些业内批评家做了一个更加

小心的展望，但酒店老板却持乐观态度。雅高

酒店全球首席市场运营官尚普杰(Grégoire

Champetier)相信，中国三线城市的收入能

胜过在上海、北京和广州的酒店。

归根结底，对于酒店业者来说，打造一

个制胜的MICE业务的关键是服务质量。在中

国，多数业务依旧是通过茶会来达成，而非

酒吧台。在中国低级城市中，迎合中国人口

味要更加重要，因为在那里消费者更加习惯

于传统的生活习惯。在雅高的美爵酒店，客人

可以通过标有中文字符和拼音的徽章来选择服

务员工。比如瑜伽区和当地进口茶的元素，

被重点用于迎合中国客人的期望，让他们感觉

舒适。“在中国地级城市酒店的竞争力在于，

它们是否能为客人提供他们所需的那一种服

务。”仲量联行的吴嘉保指出。

然而，要想真正赢得MICE规划者的青

睐，需要的不仅是硬件上的升级。二、三线城

市的酒店外服务质量需要增加。与大城市相

比，这仍然是一个落后的因素。游客投诉出租

车司机拒载，以及投诉在著名景点的小贩的案

例依旧层出不穷，多数是因为缺乏合理有效的

旅游监管。中国的二三线城市要成为具有吸引

力的新MICE旅游目的地，绝非一夜之间、自

上而下的转变所能实现。

naked Stables Private Reserve

Crowne Plaza Chengdu Panda Garden

成都保利公园皇冠假日酒店Welcome to China Meeting Pakages at Kempinski Beijing北京凯宾斯基“北京欢迎您”特色茶歇

MICE NOW 27

A decade ago, Beijing and Shanghai

were the sole go-to tourist destina-

tions in China. But after years of pollution,

inflation and traffic, their attractions are

less savory choices nowadays for most trav-

elers. Enter Chengdu. Located on a fertile

plain known as the “Country of Heaven,”

Chengdu is one of China’s most significant

economic, financial and communication

centers. Hoping to capture a slice of the

market disenchanted by the congestion of

Beijing and Shanghai, Chengdu has upped

its profile as a place for travel, commerce

and fun.

The shining jewel of miCeWhile the 2008 Sichuan earthquake hit

Chengdu, the city has proved itself still ro-

bust. In 2009, Chengdu’s GDP ranked 10th

among the country’s 19 sub-provincial

cities. Chengdu is now home to over 100

global R&D centers, while construction has

started in 2010 on 44 technology innova-

tion programs in the Chengdu Economic

and Technological Development Zone.

Dozens of Fortune 500 companies, includ-

ing Intel and IBM, Nokia and Microsoft

have all set up offices in the city as well,

providing a high demand for technology-

The sky’s the limit for Chengdu’s MICE industry

the pulse of western china

centered events.

With such a bustling setting, it’s no

wonder the brocade city of China glistens

as a popular hotspot for MICE travelers,

who are eager to indulge in both the mod-

ern and historic facets of Chinese culture.

The Chengdu International Exhibition and

Convention Center, one of the local gov-

ernment’s key projects, boasts a gross floor

area of 210,000 square meters, including

two large international exhibition halls

with a capacity for 2,400 international stan-

dard booths.

Through such efforts, Chengdu has since

played host to a variety of domestic and in-

ternational trade exhibitions, high-level cor-

porate meetings and global conventions.

Previous highlights are the EU-China Invest-

ment and Trade Fair, the China Domestic

Tourism Fair, the International Federation of

Photographic Art Conference, and the IAEA

Fusion Energy Conference.

paving the road for successIn of March of 2011, it was also announced

that Chengdu would host the 10th Routes

Asia event next April. Although Chengdu is

one of the most populous cities in China, its

recognition by the Routes Asia committee

solidifies its presence as one of the coun-

try’s major hubs of transit in the country.

A necessity for any MICE destination,

convenient transportation and transit is a

critical factor in the market of event planning.

Chengdu not only has some of the longest

highways in western China, but also a radial

road network of six freeways. The Cheng-

du Shuangliu International Airport (CDIA)

handled 25.8 million passengers last year,

ranking it the sixth largest airport. To meet

the aviation needs of western China, CDIA

has released its plans for the next five years,

including the launch of their new passenger

terminal set for early 2012.

Great accommodation is not in short

supply in Chengdu either. A variety of re-

sorts and hotels are available, from highly

reputable global brands such as InterCon-

tinental and Shangri-La, to more budget-

conscious options like Holiday Inn and the

Sheraton. According to Jeffrey Zhang, the

general manager of Area Sales & Market-

ing at ETG Portfolio Hotels, the hospitality

industry in Chengdu is keen on attracting

and satisfying clients with incentives and

quality service. At IHG, he says, “We always

believe the outstanding service is the key

to win the business. Our brand advantages

Shanghai City Bistro kitchen上海雅居乐万豪酒店餐厅厨房

28

and unique facilities can offer clients the

best value and help them organize a suc-

cessful event. IHG also has the Priority Club

Meeting Rewards, our own unique loyalty

program for meetings.”

Flying highThe 10th Routes Asia is only the begin-

ning for the MICE industry in Chengdu.

At the 4th Conference Industry Meeting

held in Beijing, Chengdu was awarded the

“Best Conference City in China in 2011.”

According to statistics, Chengdu held 398

exhibitions in 2011. The population of at-

tendants for such events was well over 96

million. As a result, exhibition space surged

to 2,331,300 square meters, a 22.26% rise

from the previous year. On the whole, the

MICE industry in Chengdu grew 22.5%,

reaching RMB3.97 billion.

It seems like all signs point to a vibrant

market for MICE for the capital of Sichuan.

Despite turmoil over the 2008 Sichuan

earthquake, Chengdu has proven itself a

destination unwilling to retreat or hiber-

nate into misfortune. If its booming MICE

market is indicative of anything, it’s that

the city is not only resilient, but also ready

for any challenge.

成都MICE行业前途无量

中国西部的动脉

十年前，北京和上海是中国唯一的两处重

点旅游目的地。但他们的吸引力正受

到环境污染、膨胀和日益严重的交通问题的威

胁——因此，对多数游客来说不再是唯一的优

质选择了。走进成都。它坐落于一个富饶的平

原上，被誉为“天府之国”，同时也是中国最

重要的经济、金融和交通运输中心之一。为了

抓住由于北京和上海拥堵的交通而损失的那部

分市场，成都提升了形象，把自身定位为一座

集旅游、商务和娱乐于一体的城市。

MICE行业的璀璨明珠虽然2008年四川大地震重创了成都，但它

证明了自己仍然充满活力。2009年，成都的

GDP在全国19个副省级市中排名第10 。成都

目前拥有100多家全球研发中心，而44个科技

创新项目的建设工程也已于2010年在成都经

济科技开发区启动。包括英特尔和IBM、诺基

亚和微软在内的几十家全球财富500强公司，

都在成都建立了办事处，带来了对以科技为中

心活动的大量需求。

在如此繁荣的背景下，这座中国的锦城

会一跃成为颇受会展旅游游客欢迎的热点也就

不足为奇了，游客们都热切地希望享受到融合

了现代和历史的中国文化。当地政府重点项目

之一——成都国际会议展览中心总建筑面积达

到21万平方米，包括两个大型国际展厅，可

容纳2400个国际标准展台。

通过这样的努力，成都获得了各种国内外

贸易展会、高层次公司会议和全球会议的主办

权，包括欧盟—中国投资贸易合作洽谈会、中

国国内旅游交易会、国际摄影艺术联合会代表

大会以及国际原子能机构聚变能大会。

为成功铺平道路2011年3月，成都宣布将在今年4月承办第十

届亚洲航线发展论坛。尽管成都是中国最受欢

迎的城市之一，但它得到了亚洲航线委员会的

认可巩固了其作为中国主要交通枢纽的低位。

作为任何一个MICE旅游目的地所必需的

特质，方便的交通运输是市场中筹划活动的一

个重要因素。成都不仅拥有中国西部地区最长

的几条高速公路，而且还有一个由6条城际快

速通道所组成的辐射式道路网络。成都双流国

际机场去年旅客吞吐量达到了2580万人次，

是中国第六大机场。为了满足中国西部地区的

航空需求，双流机场公布了未来5年的计划，

包括新的航站楼，预计将于2012年早期投入

运营。

成都也不缺乏舒适的住宿条件。游客可

以选择各种各样的度假村和酒店，从洲际酒店

和香格里拉这样的知名大牌，到假日酒店和喜

来登等更加经济实惠的酒店。成都世纪城天

堂洲际大饭店的总经理张毅(Jeffrey Zhang)

称，成都的酒店业渴望凭借优惠和高品质服务

来吸引和满足客人。在洲际酒店集团(IHG)，

他说：“我们总是相信，杰出的服务是赢得业

务的关键。我们的品牌优势和独特的设施能为

客人带来最大的价值，并帮助他们组织一场成

功的活动。洲际酒店集团还有优悦会(Priority

Club Meeting Rewards)，这是我们为会议所

推出的独特的忠诚度计划。”

展翅高飞第10届亚洲航线发展论坛仅仅是成都MICE业

发展的开始。在北京举行的第四届会议行业大

会(Conference Industry Meeting)上，成都

被评为“2011年中国最佳会议城市”。据统

计，成都在2011年举办了389次展会。这些活

动的参与人数刚好超过了9600万。为此，展

会空间激增至2,331,300平方米，较去年增加

了22.26%。总体来说，成都的MICE行业收入

增加了22.5%，达到39.7亿元。

对于这座四川省的中心都市来说，似乎

所有的迹象都预示着它将有一个非常活跃的

MICE市场。

尽管2008年的四川地震令成都陷入混

乱，但它已经证明自己是一个面对困难不愿退

缩或屈服的目的地。如果其欣欣向荣的MICE

市场能够说明什么的话，那就是成都不仅有着

极具韧性，而且已经准备好接受任何出现在其

面前的挑战。

InterContinental Hotels Group Century City Chengdu & Jiuzhai Paradise Hotels成都世纪城天堂洲际大饭店

29

CitYspotlight城市焦点

the architecture of visionAlan Barr, Creative Director at Blink Design Group talks with MICE Now about smart hotel property design ideas, identity creation and the importance of adopting a forward-looking mentality

Q: First off, what are some of your recent

projects in China?

A: In China, we do a lot of work in Sanya, which

is obviously very resort- and MICE-oriented.

We’ve been doing the Le Meridian and Westin

projects in Xi Shuang Ban Na in Yunnan. The

places we work now also include Shanghai and

Guangzhou.

We also have quite a few renovation works

in existing properties in Sanya, since there is so

much new inventory coming online over the

past five years. The early ones now look old, and

have to keep up with their neighbors. So we are

starting to see more early-renovation in the his-

tory of properties.

Q: is the renovation cycle getting shorter in

China?

A: Yes, the renovation cycle in China is becom-

ing shorter in some cases than other parts of

Alan Barr, Creative Director at Blink Design group

the world. We are working on a Hilton project in

Sanya now, as an example. That property is just

six years old, and we are already working on the

lounge and lobby renovation design, whereas

normally you would wait for ten to twelve years

and just do a major refresh instead. Because of

the inventory competition, the lifecycle of reno-

vation is getting shorter in China. It’s a unique

trend that we don’t see in many other parts of

the world.

Q: How do you cater to Chinese consumer

tastes?

A: China certainly demands or dictates its own

vernacular, its own style. It’s a market maturing

at a rate so much faster than other places. There

was a generation of design where you put red

and blue in vases everywhere, and you put fur-

niture and keys around hardware with loops – it

was very cliché. That generation of design has

MICE NOW30

CovErstorY封面故事

MICE NOW 31

completely gone away. The customer has

matured. China is very modern, forward

and progressive, and it moves at a speed

that no one else does, which is part of the

magic of the education and evolution of

the guests. And the customers are really

varied. If I have to pick which side they lean

to, I would say the majority lean towards

traditional, although they might not say

that.

Q: What’s the major challenge in de-

signing miCe-oriented properties?

A: The problem for planning MICE venues

is that in terms of visitors, it’s all or nothing.

There is a time of absolute saturation and

a time of vacancy where occupancy rate

drops down to a very low occupancy rate,

with not much in-between. So we invest

time on planning so that when properties

are full, they don’t feel crowded; and when

there are no events going on, they don’t

feel vacant. We try to create special mo-

ments so that sometimes a piece of prop-

erty can be actually shut down without af-

fecting the operation as a whole.

Q: Can you give us one example on how

you solve this problem?

A: We would like to bring, if we can, the back-

of-house spaces to the front house. If the

back-of-house is wrong, it can break a hotel

or cost the owner 30% more to operate.

A very good illustration of what we are

doing a lot now is to put flower room in

the lobby as a flower shop. The activity of

the flower arrangements for the hotel be-

comes an interactive guest experience, but

it is also the opportunity to generate rev-

enues where was not before. We are trying

to push more floor area to front of house

and convert it. That’s the idea of “dual-pur-

pose space”.

Q: And what about meeting spaces?

A: In China, it’s about not being too corpo-

rate or commercial. Ballroom is ballroom

at the end of the day. We try to design

banquet or ballroom meetings facilities

so that they have a perspective. The op-

posite would be a blank white box, where

the guests or clients have to come in and

build the set. We try to do the opposite in

design - coming up with banquet facilities

with a perspective that people actually can

do less decorating inside. We want to give

the architecture interior a perspective or

style that blends with the hotel or resort.

We really like to integrate the experience.

Q: What’s your understanding about

creating unique hotel identities?

A: Identity has a few faces to it. It might

be developing a whole new brand. Before

a certain brand is developed, you need to

think about what are the characteristics

and attributes, what are the mission, value

proposition and logo? Before we design the

physical space, we design the ethereal, in-

tangible aspects and the DNA of the brand.

The other side of the identity is working

with what you’ve created, or working with

an existing brand identity which can’t be

changed, but it has to be integrated into a

property. It has to become physical.

Q: How important is technology in your

design?

A: Technology is a double-edged sword:

You want the tools and gadgets in your de-

sign, and you want what technology brings

us, but you don’t want it in your guests’

face. It has to be so smart that it is easy to

use and it’s not frustrating to anyone who

has never seen that piece of technology to

operate easily. We want the technology to

be almost secondary to the experience.

Jumeriah Maldives exterior 马尔代夫迪拜Jumeriah酒店外景

Conrad Sanya Haitang Bay 三亚海棠湾康莱德酒店

MICE NOW 31

了。消费者成熟了。中国非常时尚、前卫和

进步，它的速度无人能及，这也是顾客教育

与演变奇迹的一部分。而消费者真的是各式

各样的。如果一定要我选择他们倾向于哪一

边，我想，大部分倾向于传统的体验，尽管

他们或许不会那么说。

问：针对以会展奖励旅游为导向的酒店，您认

为设计的挑战是什么？

答: 规划会展奖励游场所的问题在于，从客人

数量的角度来说，要么客满，要么空空如也。

有时候是绝对的饱和，有时候是入住率降至极

低点的真空状态，很少有两者之间的状态。所

以，我们在规划时花时间使酒店在客满时不至

于产生拥挤感，而在不举办活动时，不显得过

于空旷。我们试图制造一些特殊的时段，以便

Blink Design Group建筑设计集团创意总监艾伦·巴尔(Alan Barr)与本刊谈及巧妙的酒店设计理念、身份品牌的创立以及采取前瞻性心态的重要性

放眼未来的设计

问：首先，您和和我们介绍你们近期在中国从

事的项目？

答：在中国，我们有许多项目在三亚，这些项

目显然是典型的以度假村和会展奖励旅游为导

向的。目前，我们正在云南西双版纳建设艾美

(Le Meridian)和威斯汀(Westin)项目。现在

我们从事的项目地点也包括上海和广州。

我们在三亚还有一些现有酒店的翻新项

目，因为在过去5年里，有太多新库存上线。

早期的酒店现在看起来已经陈旧了，它们必须

能够赶上与周边新建酒店。所以我们开始对老

的酒店进行更早期的翻新。

问：这是否意味着在中国，酒店翻新周期正

在缩短？

答：是的，在某些情况下，跟世界其它地方相

比，中国酒店的翻新周期正变得更短。以我们

现在正在进行的三亚希尔顿项目为例。这个项

目只有6年，我们已经在进行大堂和休息厅的

翻新设计，而通常你要等10到12年，而且只

是进行一次大的整修。由于存量竞争，（酒

店）翻新的周期正在中国变短。这是我们在世

界其它很多地方不曾看到的独特趋势。

问：在设计风格上，你们如何满足中国消费者

的偏好？

答:中国显然需要适合其自身的本土语汇和

自我风格。这是一个迅速成熟的市场，比其

它地方要快得多。曾有一个时期的设计是在

所 有 的 地 方 摆 放 红 蓝 色 调 的 花 瓶 ， 在 器 皿

周围用绳套把家具和钥匙串在一起——这些

都老掉牙了。那个时期的设计已经彻底过时

MICE NOW32

在某些时候，可以关闭酒店的一部分而不影响

整体运营。

问：您能具体举例说明吗？

答：如果条件允许，我们也想把房屋的后部空间

搬到前部。如果房屋后部设计错误，它可以破坏

一座酒店，或者使业主增加30%的运营成本。

一个极好的例证是，我们现在多将花房作为花店

搬至酒店大堂。酒店花艺布置的行为成为一种具

有互动性的顾客体验，而且也是之前没有的创收

机会。我们正努力在酒店前部推出更多的楼层面

积，这就是“双重用途空间”的理念。

问：你们对会议空间的设计特色何在？

答：在中国，会议空间的设计要避免过于公司化

或商业化。宴会厅的本质功能不会改变。我们试

图将宴会或会议厅设施设计得具有想法和景观

性。其之相对的则是一个白色的空壳子，必须由

客人或客户来打造布景。我们尝试在设计中反其

道而行——采用带景观的宴会设施，从而切实减

少客户的内部装饰工作。他们总是可以进行背景

或帷幔装饰。我们试图营造一个与酒店和度假村

整体景观与风格相融合的建筑内部装潢。我们真

的很喜欢把这种体验整合进去。

问：您对打造独特的酒店身份如何理解？

答：身份的建立涉及好几个方面。这可以是开

发一个全新的品牌。在某个特定品牌开发之

前，你需要考虑，品牌的个性和特质是什么？

它的使命、价值主张和标识是什么？在我们进

行实际空间设计之前，我们先要设计好品牌非

物质的，无形的方面，以及它的DNA。另一面

是与你所创造的，或已经存在的，无法改变的

品牌合作，而这也需要和酒店融为一体。它必

须转化为实体的设计。

问：科技元素在你们设计中有多重要？

答: 科技是一把双刃剑：在设计中你需要一些工

具和小配件，你需要科技给予我们的便利，但你

不能当着客户的面追求科技。它必须十分巧妙，

使用方便，使从未见过这种科技的人也能方便操

作而不感到困扰。我们希望科技相对于体验永

远是次要的。科技的目的是为了提升了客人体

验，但永远不是这种体验产生的原因。

Jumeriah Maldives exterior 马尔代夫迪拜Jumeriah酒店外景

Clearwater Bay Sanya 三亚清水湾

Clearwater Bay Sanya by night 三亚清水湾夜景

如果一定要我选择（中国消费者)倾向于哪一边，我想，大部分倾向于传统的体验

MICE NOW 33

raise your glassThe rise of wine culture and tourism in China presents refreshing opportunities for the MICE industry

When it comes to popular

exports from China, wine

historically hardly comes

to mind. Long dismissed at as a low-

end libation, Chinese wine shocked

the world last year when Helan Qing

Xue’s red Bordeaux blend “Jiabeilan”

from 2009 won a prize at the Decanter

World Wine Awards in London, a first

for China.

The warm approval for “Jiabeilan”

granted by an internationally ac-

claimed competition signals a pivotal

point for domestic wine in China: Al-

though wine is a sunrise market in

China, with the right price points, it

has the promise to flourish and perhaps

even rival the vineyards in Germany,

France and Italy.

Domestic blissThe rising demand for wine in China

is nothing to scoff at either—the an-

nual rate of growth of the Chinese wine

market is more than 20%, while the

global rate is less than 1%. According to

research by Ipsos, red wine surpassed

Chinese traditional liquor as the most

popular alcoholic drink last year. Cur-

rently, imported wines represent 25%

of the market share in China, with 45%

coming from France. Australia and

Chile are the second and third larg-

est exporters of wine to China, netting

about 15% of the market each.

But the bulk of wine consumed in

China is supplied locally by approxi-

mately 500 mainland wineries, with

140 alone in Shandong. Other prov-

inces championing vineyard excellence

include Hebei, Gansu and Yunnan;

and even Xinjiang is known for its re-

markable but inexpensive wines de-

spite arid conditions. Ningxia has also

caught onto the lucrative lure of wine,

announcing in July 2011 its plans to

establish China’s largest grape culture

corridor in Mount Helan.

Home soil for premium brandsThe phenomenon, however, is much

larger than just an awareness of wine

in China. While the majority of wine in

China is still deemed as cheap, subpar

options, boutique wineries in China are

on the rise, as they blend exceptional

local creations that hold their own

against fine wines in the United States

and Europe.

Marc Curtis, the founder and CEO

of China Wine Tours, is a close eyewit-

ness to the developing appetite for wine

in China, “When I talk to people about

wine in China, I usually get two ques-

tions. One, there’s wine in China? And

two, is it leaded or unleaded? But there

are smart producers [in China] who

are concerned about the quality. You

just have to know who they are.”

Silver Heights and Grace Vine-

yard are two such pioneers. Tucked

away in Ningxia, boutique winery

Silver Heights is well-known for its

“Silver Heights Family Reserve” and

“The Summit” wines, both blends of

Cabernet Sauvignon, Cabernet Franc

and Cabernet Germischt. The vine-

yard’s “Silver Heights Family Reserve”

2009 took the top trophy for the Best

Chinese Wine in the 2011 China Wine

Dynasty Tianjin Jixian Vineyard王朝天津蓟县葡萄园

MICE NOW34

ChiNAFoCus聚焦中国

Challenge, while “The Summit” 2009

placed second in a blind-tasting com-

petition, beating out several of its Bor-

deaux equivalents.

Silver Heights serves a niche mar-

ket in China, with only 10,000 to

20,000 bottles of output each year. It is

distributed primarily in five-star hotels

such as Grand Hyatt and upscale wine

stores in China.

Located on Taigu Plateau, 40km

from the city of Taiyuan, Grace Vineyard

is another such treasured find in China’s

wine market. In the same blind-tasting

competition in which Silver Heights’s

“The Summit” 2009 came in second,

Grace Vineyard’s “Chairman’s Reserve”

2009 famously received the top honors

and took home first prize.

According to Jim Boyce, admin-

istrator and contributor of the blog

Grape Wall of China, there is room for

improvement for Chinese wines, but

the consistent accolades for vineyards

like Silver Heights and Grace Vineyard

demonstrate how China as a burgeon-

ing wine region has competed well in-

ternationally so far.

grape experienceTours of vineyards and wineries in

China are earning higher interests.

Shanxi-based Grace Vineyard is host to

around a dozen guestrooms for visitors,

as well as fine dining on the estate that

specializes in local cuisine. Aside from

wine-tastings, guests are also welcome

to other activities at vineyard, includ-

ing barbeques, fruit-picking and cy-

cling. Noted for its old-fashioned hints

of cherry and oak, Grace Vineyard’s

award-winning “Deep Blue” 2008 is

sure to pair nicely with the quaint land-

scape of Shanxi.

For the more involved traveler,

China Wine Tours is also an excellent

escape, especially for those interested

in a greater understanding of fine wine

in China. For CEO and founder Marc

Curtis, it’s all about featuring the best

and brightest vineyards, “[There are

wineries] with RMB1000 priced bot-

tles of wine that make the mistake of

thinking price means quality. But it

doesn’t…When I choose places to tour,

I look for the more unique and con-

cerned vineyards that care about excel-

lent tastes and aromas. Those are the

vineyards that provide truly great tast-

ing experiences for our clients.”

The domestic demand is picking

up. Last year, about 20 individual wine

connoisseurs hailing from abroad and

Beijing, Shanghai, voluntarily joined the

grape picking and wine making process

at Silver Heights, says Emma Gao, owner

of the winery. “We have been mostly fo-

cusing our attention on raising quality,

since we are a small family business,”

MICE NOW 35

said Gao. The next step for Silver Heights

is to set up a 600-acre vineyard near

tourism hotspots in Ningxia. “We will

consider gradually work towards offering

more diversified experience for wine lov-

ers,” said Gao.

Cash-flush Chinese wine aficiona-

dos and MICE travelers aren’t restrict-

ed to tours and exhibitions in the main-

land either. Between July 2010 and

June 2011, Chinese consumers spent

US$311 million on Bordeaux wine be-

tween July 2010 and June 2011, which

has led to a bump of Chinese tourists

swarming to Bordeaux. Yan Vacher,

the general manager of Grand Hotel

de Bordeaux and Spa, predicts about

15% of the hotel’s guests in 2012 to be

from mainland China. Eager to learn

about the typical Chinese wine drinker,

resorts like Grand Hotel de Bordeaux

and Spa and German’s Mainz Tourism

Bureau recently targeted their market-

ing efforts to China as well, including

promotions for private vineyard tours.

Long-lasting legacy or flash in the panAlthough the wine market in China is

anticipated to rise by 93% by 2014, it’s

still difficult to predict what lies ahead

for local fine wine culture and tourism.

According to market research by the

European Union SME Centre, wine

consumers in China are typically of

one of three profiles: affluent Chinese

with limited knowledge of wine who

purchase recognizable French brands

as a symbol of status; wine drinkers in

large metropolitan cities like Beijing

and Shanghai who regularly attend

wine tastings and other wine apprecia-

tion events; and finally, those who have

studied or worked overseas with exten-

sive knowledge of wine who seek out

hard-to-find vintage wines and own

private collections.

Whether this tiny sliver of consum-

ers for fine wine diversifies into greater

mainstream culture or remains an expen-

sive interest for the elite is undetermined.

Lucky Tan, an event coordinator for In-

terwine China, argues that the rising

middle class has led to a more discern-

the bordeaux of chinaA conversation with Roberto Madan, General Manager of Crowne Plaza Yantai Sea View on the city’s wine culture and its MICE potential

How has the wine tourism industry developed in Yantai in the past few years?Yantai is the birthplace of China’s wine

industry so there are many great attrac-

tions like the Yantai International Wine

Festival. Changyu Winery also actively

promotes this culture with its tours to

Changyu Wine Museum and Changyu

vineyards along the Yantai and Penglai

corridor. Besides, there is an annual wine

seminar held in Penglai, which is a forty

minute drive from Yantai. All this being

said, wine tourism is certainly slated for

growth.

What are the main attractions that lure tourists to a place like Yantai? The main attractions that lure tourists to

Yantai are its natural beauty, its beauti-

ful pristine coastline with sandy beaches

and its abundance exotic seafood. Other

great attractions are The Eight Immortals

Across the Sea, Golden-City Zhaoyuan

and Kunyu Mountain Park. Yantai also

has numerous golf courses for the avid

golfer, and a great coastline for sailing

and fishing. Yantai’s climate is just so

wonderful; it really is a beautiful, verdant

and pristine city.

What type of wine-themed ac-tivities does your hotel offer? We offer tailor-made theme parties,

which can include a beautiful cruise,

outdoor cocktails by the beach, or even

a vineyard party where participants can

pick grapes on their own. We also pro-

vide several wine pairings to the great

food that we can offer on the vineyard.

How much is wine tourism ex-pected to grow in the next few years in Yantai?We anticipate the annual growth to be at

5 percent as the International Wine Festi-

val is garnering prestige and recognition

amongst wine merchants and other wine

incentive tours.

What else does Yantai offer miCe travelers?Yantai is a great MICE destination be-

cause it is a very modern city with all

the amenities that travelers would look

for, such venues like the International

Exhibition Centre, a range of budget

and international five star hotels, great

golf courses, an abundance of seafood

and moderate climate. The city is just so

pristine, but it is also equipped with very

good infrastructure, which international

and domestic MICE organizers would be

charmed by. The air is just so fresh and

the skyline so clear, you can just see the

horizon from any sea view room at the

Crowne Plaza. On top of that, the cost

would only be 40-50 percent of any other

destinations in China.

MICE NOW36

ChiNAFoCus聚焦中国

ing consumer who champion European

wines for the outstanding craftsmanship.

Curtis, agrees to certain extent with Tan,

but seems much more optimistic about

the fledging coterie of smaller vineyards

and wineries in China.

Nonetheless, the wider the audi-

ences wine culture and education

reaches, the higher the market demand

for boutique wineries and vineyards

to create special blends with unique,

regional characteristics. “Initially, the

Silver Heights wines were only enjoyed

by foreigners, but now local govern-

ment officials and SOEs tend to pick

our wine for entertainments,” said Gao,

“Their taste is certainly getting more

sophisticated.”

中国的波尔多与烟台皇冠假日海景酒店总经理罗伯托·马丹(Roberto Madan)谈论烟台的红酒文化及其会展奖励旅游行业发展潜力

过去几年来，烟台的红酒旅游业发展

如何？

烟台是中国红酒业的诞生地，因此有诸

多像烟台国际葡萄酒节这样的大卖点。

张裕葡萄酒厂也在组织游客在前往烟台

至蓬莱的途中参观张裕葡萄酒博物馆和

张裕葡萄庄园，积极推动这一文化。此

外，距离烟台仅40分钟车程的蓬莱每年

都会举办红酒研讨会。所有的一切表明

红酒旅游业前景必然红火。

烟台吸引游客的主要景点是什么？

烟台吸引游客的主要景点是其秀丽的自然

风光、拥有银色沙滩的美丽原始海岸以及

丰富的美味海鲜。其它知名景点有八仙过

海、招远黄金城和昆嵛山公园。烟台还

为高尔夫爱好者开设了众多高尔夫球场，

而其宏伟的海岸则可供游客进行航帆和捕

鱼。烟台的气候极其舒适，堪称一座绿色

环绕、不事雕琢的美丽城市。

烟台还会为MICE游客提供什么？

烟台是一个理想的MICE旅游目的地，

因为它是一个非常现代化的城市，拥有

游客所需的一切条件，如像国际会展中

心这样的场所、一系列价格合理的国际

五星级酒店、大量高尔夫球场、丰盛的

海鲜以及宜人的气候。这座城市十分淳

朴，但也具备良好的基础设施，足以吸

引国内外的MICE游组织者。城市里的

空气是如此新鲜，天空是如此的蔚蓝，

以至于在皇冠假日酒店的任何一间海景

房中，你都可以欣赏到美丽的地平线。

此外，旅游的成本却只是其它中国旅游

目的地的40-50%。

你们酒店提供哪些以红酒为主题的活动？

我们提供量身定制的主题派对，其中可

以包括美丽的城市巡游、户外海滩鸡尾

酒会，甚至还可以举办一场葡萄园派

对，参与者可以自己采摘葡萄。在葡萄

园中，我们还为各式佳肴提供搭配的葡

萄美酒。

在未来几年内，烟台的红酒旅游业预计

会如何发展？

我们预计年增长率将达到5%的水平，这

是因为我们的国际葡萄酒节正逐渐在红

酒商人和其它红酒激励游中积聚声望和

认可。

Dynasty Wine Museum王朝酒庄博物馆

Wide perspective…at Crowne Plaza Yantai Sea View 宽阔的视野…烟台南山皇冠假日酒店

MICE NOW 37

举杯畅饮中国葡萄酒文化和旅游业的崛起为MICE产业带来新机遇

说到 中 国 历 史 上 受 欢 迎 的 出 口 产

品，人们很难会联想到葡萄酒。

长期以来，中国的葡萄酒一直被

认为是一种低档酒。然而，贺兰晴雪葡萄酒庄

酿造的“加贝兰”2009干红葡萄酒去年在伦

敦“品醇客”世界葡萄酒大赛中勇夺10英镑以

上波尔多风格红葡萄酒国际金奖，为中国首开

纪录，举世震惊。

在此次国际知名的评比中，“加贝兰”

获得此项殊荣，标志着中国国产葡萄酒进入了

一个关键时期：尽管葡萄酒在中国是一个新兴

产业，但凭借合理的价格，它有望走向繁荣，

甚至可能与来自德国、法国和意大利的酒庄竞

争。

国内市场的惊喜中国对葡萄酒日益增长的需求也不能被轻易

忽视——中国葡萄酒市场年增长率超过20%

，而全球增长率只有不到1%。根据Ipsos

的市场调研，红酒在去年超越了中国传统酒

类，一跃成为最受欢迎的酒类饮品。目前，

进口葡萄酒在中国占据了25%的市场份额。

其中45%来自法国，澳大利亚和智利是第二

和第三大对华葡萄酒出口国，各自占据15%

左右的市场份额。

但中国消费的大部分葡萄酒是由本土的大

约500家酒庄供应的，其中光山东一个省市就

有140家。其它拥有上好葡萄酒庄的省份包括

河北、甘肃和云南；就连新疆也因其价廉物美

的葡萄酒而闻名，虽然那里的气候条件比较干

燥。宁夏也不甘落后地抓住了葡萄酒这一利润

丰厚的产业，它在2011年7月宣布计划在贺兰

山建立中国最大的葡萄酒文化长廊。

本土的优秀品牌然而，这一现象不仅限于中国人对于红酒的认

知。虽然中国的多数红酒被认为是廉价、低端

的选择，但中国的精品酒庄正在崛起，它们的

产品融合了当地的特色，以此来与欧美的优质

葡萄酒竞争。

中国葡萄酒旅游(China Wine Tours)公

司CEO兼创始人马克·柯蒂斯(Marc Curtis)

近距离地见证了葡萄酒在中国不断发展的品

味。“当我在中国跟人谈论葡萄酒时，我通常

会想到两个问题。一个是：在中国有葡萄酒

吗？另一个则是：它是领先还是落后？但（

在中国）有几家明智的厂商，它们非常注重质

量。于是，你就想知道它们是谁了。”

银色高地(Silver Heights)和怡园酒庄

(Grace Vineyard)就是两个这样的先驱。银色

高地坐落于宁夏，这一精品酒庄以其“家族珍

藏”(Family Reserve)和“阙歌干红”(The

Summit)葡萄酒而闻名，这两种葡萄酒都以

赤霞珠、蛇龙珠和品丽珠三类葡萄品种混合

而成。酒庄的“家族珍藏”2009在2011中

国葡萄酒挑战赛(China Wine Challenge)中

捧起了中国最佳葡萄酒的奖杯，而“阙歌干

红”2009干红葡萄酒则在盲品比赛中揽得榜

眼，击败了不少波尔多风格的同类红酒竞争对

手。

目前年产量为1-2万瓶葡萄酒的银色高地

主要针对国内的小众市场。销售渠道包括凯悦

大酒店等五星级酒店和高端葡萄酒零售商店。

怡园酒庄坐落于距太原40公里处的太古

平原，是在中国葡萄酒市场上发现的另一个宝

贝。在上述那次银色高地“阙歌干红”2009

获得第二的盲品比赛中，怡园酒庄的“庄主珍

藏”2009(Chairman’s Reserve)干红独占

鳌头，为家乡赢得了首个殊荣。

美酒围城(Grape Wall of China)博客管

理员和撰稿人吉姆·博伊斯(Jim Boyce)称，

中国葡萄酒还有提升空间，但银色高地和怡园

等酒庄的连续获奖揭示出，迄今为止，作为一

个迅速成长的红酒市场，中国在国际竞争中的

表现堪称惊艳。

MICE NOW38

ChiNAFoCus聚焦中国

葡萄体验在中国, 参观酒庄和酿酒厂的旅游活动正在博

得人们更浓厚的兴趣。位于山西的怡园酒庄为

游客准备了约12间客房，并在庄园里为他们提

供了精美的、以当地特色佳肴为主的餐饮。除

了品酒外，客人还可以积极参与酒庄的其它活

动，包括烧烤、采摘水果和骑车兜风。怡园酒

庄的获奖产品“深蓝”2008 (Deep Blue)干红

葡萄酒以其淡淡的樱桃和橡树味而著称，必定

能与山西的古雅风景完美地融合在一起。

对于那些进一步参与其中的游客来说，“

中国葡萄酒游”(China Wine Tours)也是一

个极好的消遣机会，特别是那些想更好地了解

中国精品红酒的游客。而对于CEO和创始人

马克·柯蒂斯来说，组织参观最好的、最有前

途的酒庄是关键所在。“有些酒庄推出标价

1000元一瓶的葡萄酒，让人误认为一分价钱

一分货。但事实并不如此。当我选择旅游地点

时，我希望能够找到那些更加独特、更加上心

的酒庄，它们关注的是出色的口感和香味。那

些才是能够为我们的客人带来真正美妙品酒体

验的酒庄。”

国内对葡萄酒主题旅游的热情日益增长。

据银色高地的创建人高源表示，去年约有20

名来自海外和北京，上海等地的美酒爱好者自

发组团到银色高地，参与葡萄采摘和酿酒过

程。“因为我们是家族产业，我们主要的精力

用于不断提高和保证葡萄酒质量。”不过，银

色高地的下一步计划是在宁夏著名的旅游景点

附近建一个600亩的葡萄园。“我们会逐步考

虑为葡萄酒爱好者提供更加多样的服务和体

验，”高源说。

腰包厚实的中国葡萄酒爱好者和励展

(MICE)游客不会受限于大陆的旅游和展会。

在2010年7月至2011年6月期间，中国消费者

在波尔多葡萄酒上总共消费了3.11亿美元，导

致大量中国游客涌入波尔多地区。波尔多大酒

店暨水疗中心(Grand Hotel de Bordeaux &

Spa)总经理Yan Vacher预计，2012年酒店约

15%的客人来自中国大陆。法国波尔多大酒店

等度假胜和德国美因茨旅游局(Mainz Tour-

ism Bureau)都渴望了解中国红酒爱好者，它

们近期把营销活动重心对准了中国市场，包括

对私人酒庄旅游的宣传。

延续传奇抑或昙花一现尽管中国葡萄酒市场预计将在2014年增长

93%，但要预计本土精品葡萄酒和葡萄酒旅

游行业的发展前景仍然困难不小。欧盟SMC

中心的市场调研显示，中国的葡萄酒消费者通

常是以下三种之一：一种是对红酒了解有限

的有钱人，只买有名的法国品牌来彰显自己的

地位；另外一种是北京和上海等大城市里的葡

萄酒爱好者，他们会定期参加品酒会和其它葡

萄酒品评活动；还有一种是那些曾在海外留学

或工作过的人士，他们对葡萄酒有更深厚的认

识，热衷于寻找罕见的好酒，拥有私人红酒收

藏。

这一小块寻求精品红酒的消费者是否会趋

于多样化，融入更大的主流文化，或者依旧是

精英人士的昂贵兴趣，还不得而知。国际名酒

中国展(Interwine China)活动协调员拉凯·谭

(Lucky Tan)辩称，不断壮大的中产阶级已经

发展成为更具品味的消费者，他们因杰出的工

艺而青睐欧洲红酒。柯蒂斯在一定程度上同意

谭的观点，但他对中国刚刚起步的一小撮小型

酒庄和酿酒厂的看法要乐观许多。

不论怎样，随着更多的人接触到葡萄酒

文化，对于精品酒庄和酿酒厂出产的独特、具

有区域特色的红酒，市场的需求自然会水涨船

高。“最开始银色高地的葡萄酒的客户大多是

外国人，不过现在地方政府和国有企业越来

越多地选择我们的酒来设宴款待，”高源表

示，“毫无疑问，他们的品味正变得越来越挑

剔了。”

MICE NOW 39

continental warmth Australia’s bounty natural resources and mature hospitality sector court Chinese on incentive trips

MICE NOW40

Sun-kissed beaches, an azure

skyline, and a seamless blend of

modern metropolis and wildlife

experience. Australia boasts of a unique

combination of these elements.

Many Chinese travelers once con-

sidered Australia unapproachably vast

and remote, but perceptions are chang-

ing: By end of 2011, Australia recorded

a staggering surge of nearly 20% in in-

dividual visitors from China, the high-

est increase from any one country. It is

now Australia’s third largest tourism

market, second only to two other Com-

monwealth nations, New Zealand and

the UK.

As relatively affluent Chinese trav-

elers swarm to the Golden Coast, Aus-

tralia’s reputation as a premium MICE

destination in Asia is also on the rise.

Business travel planners and PCOs are

pitching Australia to Chinese corpora-

tions looking to impress clients, work-

ing Chinese elements into exotic tours.

“The world is literally China’s oys-

ter now,” says Andrew McEvoy, Man-

aging Director of Tourism Australia,

“with expanded air travel options; Chi-

nese travelers have a plethora of choic-

es”. One report issued by Tourism Aus-

tralia projects that 42% of the growth

in international tourism to Australia

will originate from China. Based on

this projection, the country’s tourism

industry hopes that it will be able to

leverage Australia’s unique advantages

to become the destination for both in-

dividual tourists and business events

inbound from China.

“Australia is by no means a conven-

tional MICE destination, “says Zhang

Xilai, assistant to General Manager at

Beijing-based CITS MICE. Compared

to traditionally popular Asian coun-

tries such as Thailand and the Phil-

ippines, Australia offers a top-notch

experience according to virtually every

standard, including venue facilities,

transportation infrastructure as well

as food and leisure offerings. Perhaps

more importantly, Australia allows for

unlimited creative freedom for event

organizers to come up with a variety of

itineraries with distinctly Aussie fea-

tures. The country offers travelers both

natural experiences and the opportu-

nity to encounter rich cultural heritage.

“It’s a very comprehensive destination

that serves guests with vastly different

interests,” notes Zhang.

For many would-be event partici-

pants, the name Australia immediately

conjures images of iconic scenery; this

positive association helps to build rel-

atively high expectations for Chinese

travelers.

City glamour So far, iconic metropolitan cities like

Sydney and Melbourne have shown the

strongest allure for Chinese business

travelers. Travelers are often drawn

by Australia’s reputation for natural

beauty and unique wildlife; however,

once in-country, Chinese tourists tend

to prefer to nestle in an urban setting.

“The inspiration [for Chinese tour-

ists] is often the nature,” says Penny

Lion, Head of Business Events for Tour-

ism Australia, but “the reality is that be-

havior centers on cities.” Transportation

flexibility; conference venues well-suited

for large visiting groups and a relatively

safe environment are the key criteria that

event planners are taking into consider-

ation. Equally important for many Chi-

AsiAFoCus聚焦亚洲

Credit: Tourism Australia 图片由澳大利亚旅游局提供

MICE NOW 41

nese travelers is the opportunity

to splurge on Western branded

goods. According to Zhang, most

of the Chinese corporate delegate

members the company has han-

dled were still making their debut

visits to Australia, so naturally “they

wanted to ensure that the tour cov-

ered the most famous spots in the

country”.

For Chinese incentives custom-

ers, internal meetings constitute a

relatively large proportion of company

events in Australia. “For most clients,

they are focused on whether the mes-

sage from top executives can be effec-

tively spread down to each employee,”

says Zhang from CITS MICE. In this

regard, larger cities stand out because

of first-rate venue facilities and so-

phisticated service expe-

rience.

Although new MICE

destinations like Adelaide

and Perth are demonstrat-

ing growth potential, it is

more cost-effective for me-

dium-to-large sized business

group to host events in big cit-

ies like Sydney, notes Zhang.

Exploring deeper in Australia

usually requires flight transfer,

posing an organizational chal-

lenge for delegations as big as

2000 people. On the other hand,

if companies have a relatively small

group size, those emerging regions

can make excellent MICE experi-

ence.

extending Aussie hospitality Growing economic and cultural ties

make Chinese travelers increasingly

gravitate towards opting for Australia’s

unique travel experience. Chinese tour-

ists, according to Tourism Australia, also

tend to spend relatively longer stints in

Australia– averaging 53 nights per stay,

and contributing in 2009, more than

AUS$7287 per visitor to the Australian

economy – more than double the average

spending of Japanese tourists.

Tourism Australia’s ambitious

growth plan has China and India in

the bull’s eye, it projects high-yielding

business events sector will expand as

much as US$17billion by 2020. As a

result, the government has initiated a

multi-tiered strategy designed to make

Chinese spender more, stay longer and

come more often.

Strengthening communication is

the first step. To better accommodate

Chinese travelers, Tourism Australia

and the Australian government are

encouraging providers to develop rel-

evant cultural and linguistic resourc-

es. Examples of this effort include an

Australian government program of-

fering grants to businesses looking

to train employees in Mandarin Chi-

nese. While this program is aimed at

smaller providers, “Industry is taking

up the cudgels,” says McEvoy, “you

see international hotel companies like

Accor now offering in-house language

programs.” He explains further that

providers are increasingly aware of the

importance of making Chinese visitors

comfortable, from working on elimi-

nating language barriers to accommo-

dating on “the micro-level, things like

congee on the breakfast menu.”

To cater to Chinese preferences for

urban-traveling, providers are offering

excursions that rely on an urban center

as a base-camp. Lion also speaks highly

of venues that bring natural attractions

to city visitors: like the Taronga Zooon

in Sydney harbor.

On the macro-level, Tourism Aus-

tralia has begun working on strength-

ening its distribution network with

the “Aussie Travel Specialists” project.

Tourism Australia’s research reveals

that, while the Internet informs Chi-

nese consumers’ decisions about travel,

Long table dinner...长桌聚餐...

Sydney sunset悉尼日落景

Casual gatherings...随意小憩...

MICE NOW42

AsiAFoCus聚焦亚洲

the majority of purchases are still car-

ried out through agents. The organi-

zation’s sustained marketing campaign

is to be coupled with the expansion

of “Aussie Travel Specialist” offices to

more second-tier cities, positioning

Australian travel distributors to take

advantage of the emerging middle-

class and regional companies interest-

ed in MICE.

The inspiration [for Chinese

tourists] is often the nature, but

the reality is that behavior centers

on cities

miles from homeThere are, however, several obstacles

that Australia faces to bringing its real-

ized revenues up to their projected po-

tential. McEvoy describes three crucial

challenges: time, cost and distance.

Travelling to Australia does indeed

represent a substantial time-commit-

ment: a flight from Shanghai to Sydney

requires nearly 11 hours in the air. This

presents a potential stumbling block

for attracting Chinese business-events

customers sensitive to the time invest-

ment required for travel to Australia.

However, Zhang of CITS MICE says

that this challenge is not insurmount-

able: he indicates that for many trav-

elers the long journey heightens the

sense of excitement and anticipation.

The cost factor is perhaps a more

persistent barrier. On average, tours

to Australia cost roughly around 30%

more than the same itinerary in Sin-

gapore, says Zhang. Moreover, recent

strength of the Australian dollar has

made travel to the continent less afford-

able for Chinese travelers. As Austra-

lia’s competitors, including Singapore,

Hong Kong, Cebu and China’s own do-

mestic MICE-providers all scramble to

woo regional customers, Australia will

have to fight to grow its share and keep

customers.

Event operators are nonetheless up-

beat about Australia’s magnetism. Ac-

cording to McEvoy, Australia is attrac-

tive for its iconic landmarks, but the

“main reason [to visit] is environment:

great skies, wildlife, nature and curious

animals.” Zhang concurs that while Sin-

gapore positions itself more as an inter-

national convention center, Australia’s

incentive-edge is unparalleled.

Expect more Chinese sipping Aus-

sie beers on Bondi Beach.

MICE NOW 43

阳光海滩，碧空万里，以及现代大

都市与野生动植物的完美结合。

澳大利亚拥有的这些元素的组合

是无可比拟的。

对许多国内游客来说，澳洲曾是一片辽

阔，遥不可及的土地。不过这种印象正在逐渐

变化：到2011年底，中国赴澳个人游惊现近

20%的飙升，创下历史记录，为全球范围内最

高。目前它是澳大利亚第三大旅游市场，仅次

于新西兰和英国这两个英联邦国家。

随着更多较为富裕的中国游客蜂拥至黄金

海岸，澳大利亚作为亚洲精品会展奖励旅游目的

地的声誉也水涨船高。商务旅游策划者和公司会

议组织者通过在完全的异国游中注入中国元素，

向渴望打动客户的中国公司推销澳大利亚。

“世界实际上是中国之盛宴，”澳大利

亚旅游局(Tourism Australia)行政总裁麦勤伟

(Andrew McEvoy)说，“随着航空旅游选择

范围的扩大，中国旅游者有了太多的选择。”

一份由澳大利亚旅游局发布的报告预测澳大利

亚国际旅游业42%的增长将来自中国。基于这

个数据澳洲的旅游产业寄希于依托本国独特的

优势成为中国入境个人游和商务活动的首选目

的地。

“澳大利亚绝不是传统的会展奖励旅游

目的地，”总部设在北京的国旅（北京）国际

会议展览有限公司(CITS MICE)总经理助理张

熙来说。与传统热门亚洲国家泰国、菲律宾相

比，澳大利亚在各项指标上几乎都具有一流的

体验，其中包括场馆设施、交通设施，以及食

品和休闲娱乐的供应。更重要的是，澳大利亚

给活动组织者无限的创意空间，设计各种独具

澳洲特色的旅游线路。这个国家同时拥有自然

澳洲游升温澳大利亚丰富的自然资源以及成熟的酒店业吸引中国游客赴澳激励游

元素和丰厚的文化遗产。“这是一个包罗万象

的目的地国家，可以满足各种客人的不同兴趣

需求，”张熙来说。

对于大多渴望参与活动者的角度而言，澳

大利亚的形象就是风景如画的代名词，这有助

于建立中国旅行者较高的期待。

城市魅力迄今为止，标志性大都市例如悉尼和墨尔本，

对中国商务游客有着极强的吸引力。人们被澳

大利亚在自然美景和野生动植物方面的美誉所

吸引，然而到了这里，中国游客更倾向于选择

在城市社区中安顿下来。

“激发中国游客旅游热情的常常是自然景

观，”澳大利亚旅游局商务活动负责人佩妮·

莱恩(Penny Lion)说，但“实际上，活动大多

以城市为中心的。”交通的便利、会议场馆能

很好地满足大型访问团队，以及相对安全的环

境通常是活动策划者考虑的关键条件。对很多

资深的中国游客来说，在澳洲同样重要的一项

副业活动是对西方品牌商品进行扫货。据张熙

来表示，他们经手的多数中国公司代表团成员

还是初次访问澳大利亚，所以，很自然“他们

想要确保行程包含这个国家最著名的景点”。

对于中国的奖励游团队来说，内部会议

构成了公司在澳活动中的一大组成部分。“对

多数客户而言，他们所关注的是来自高层行政

人员的信息是否能有效地传达给每位员工，”

国旅（北京）国际会议展览有限公司的张熙来

说。从这个角度而言，大城市因其一流的场馆

设施和成熟的服务经验脱颖而出。

张熙来指出，虽然像阿德莱德和珀斯这样

的全新会展奖励旅游目的地显示出成长潜力，

但是对于大中型商务团队而言，在悉尼

这样的大城市主办活动成本更为经济。深入探

究澳大利亚通常需要空中交通。这对于规模

大至2000人的团队来说将带来组织方面的挑

战。从另一方面讲，如果公司规模相对较小，

这些新兴地区可以带来完美的会展奖励旅游体

验。

延伸澳洲热情日益紧密中澳经济与文化纽带吸引越来越多的

中国人选择澳洲获得独特的旅行体验。据澳大

利亚旅游局表示，中国游客与其他团队相比耗

费的时间更长——平均每次逗留时间为53晚，

而在2009年，单个游客对澳洲经济的贡献超

过7287澳元——高出日本游客平均花销的两

倍。

中国和印度是澳大利亚旅游局雄心勃勃的

发展计划中的重点目标。该部门预计到2020

年，高产出的商务活动行业规模将扩张至170

亿美元。因此，政府倡导实施多层次的战略，

旨在让中国游客消费得更多，待得更久，往返

得更频繁。

促进沟通顺畅是第一步。为了更好的款待

中国游客，澳大利亚旅游局和澳大利亚政府鼓

励服务供应商开发文化与语言资源。努力的例

证包括一个澳大利亚政府计划，向希望给员工

普通话培训的企业提供补助。尽管这一计划是

面向小型服务供应商的，“整个行业已经开始

动真格的了，”麦勤伟说，“你会看到像雅高

这样的酒店公司如今在提供内部语言项目。”

本文图片均由澳大利亚旅游局提供

MICE NOW44

他进一步解释说，这些供应商越来越意识到让

中国游客宾至如归的重要性，从消除语言障碍

到“微观层面”的精益求精，如早餐菜单上的

粥品等。

为迎合中国人对城市旅行的偏好，供应商

提供了依托城市中心为大本营的短途旅行。莱

恩还高度评价了城市中那些给游客带来自然风

光的场所，如位于悉尼港口的塔隆加动物园。

在宏观层面，澳大利亚旅游局已着手“澳

洲旅游专家”项目。该项目旨在对销售网络进行

微调，以便引来更多赴澳中国游客。澳大利亚旅

游局的研究发现，尽管互联网为中国消费者的旅

游决策提供了信息，多数顾客仍通过旅行社购买

行程。这一持续的营销活动将与扩张后的澳洲旅

游专家办事处一道深入二线城市，澳大利亚旅游

经销商的市场定位是充分利用新兴中产阶级和对

会展奖励旅游感兴趣的地方企业。

离家千里但澳大利亚试图要将业已实现的盈利提升到

潜在的预期水平还存在一些障碍，麦勤伟总

结出了三个关键的挑战，即 “时间、成本和

距离”。

赴澳旅行确实需要充分的时间投入：从上

海到悉尼的航班大约需要11小时。中国的商

务活动顾客对赴澳旅行所需的时间投入较为

敏感，因此时间投入就构成了潜在的阻碍。

不过国旅（北京）国际会议展览有限公司的

张熙来认为这个障碍并非不可逾越：他指出

对于很多游客来说，长时间的旅途为团队在

着陆后反而平添一份兴奋之情。

成本因素或许是一个更为顽固的障

碍。平均而言，赴澳游成本比同路线的新

加坡游高出约30%，张熙来说。此外，近

期澳元坚挺也降低了中国游客对澳洲之行

的承受力。作为澳大利亚的竞争对手，包

括新加坡、香港、宿雾岛和中国国内的会展奖

励旅游供应商都在竞相追逐内地顾客，澳大利

亚必须奋力扩张其份额并留住顾客。

尽管如此，活动运营商对澳大利亚的吸引

力保持乐观。据麦勤伟表示，澳大利亚吸引力

在于其标志性的地标，“但旅游的主要原因是

环境：美妙的天空、野生动植物、自然风光和

令人好奇的动物。”张熙来同样认为，尽管新

加坡更多的自我定位为国际会议中心，澳大利

亚的会展奖励旅游优势是无与伦比的。

不论怎样，还是期待会有更多中国人在邦

代海滩畅饮澳洲啤酒吧。

AsiAFoCus聚焦亚洲

MICE NOW 45

位于外滩黄金地段的东方商旅精品酒店毗

邻黄浦江的渡轮码头，离浦东陆家嘴金

融区仅咫尺之遥，方便到达上海各个中心商务

区。以风靡上世纪三十年代的装饰性艺术(Art

Deco)为设计灵感，东方商旅能以270°视野

饱览万国建筑群、北外滩、浦东天际线、南外

滩和豫园景色，仿佛是对上海的历史与现代的

完整收藏。浦西史迹与浦东摩登时空在这里交

相辉映。

酒店入口低调, 充分注重隐密性。暖色大

理石、深色实木、古铜色铜雕、白色陶胚，构

成讲究质感的空间里。 一台近200年历史的平

台式演奏钢琴, 静静地摆放在三楼大堂， 宾客

也可随意奏上一曲。 酒店空间设计优雅私密，

服务温暖细腻。装饰艺术与东方韵味完美融

合，营造了东方商旅独特的商务会议优势。独

特的地理位置、精心设计的空间让与会宾客感

受到一份亲切、优雅和宁静。多功能和具有延

展性的空间，是私人会晤、私密晚宴、董事会

议、新闻发布会、鸡尾酒会和精品展览会的完

美场所。

位于酒店最高楼层的俪东方总统套房，装

饰优雅而高贵，有独立的会议空间和270°远

眺视野，景观壮丽。俪东方是6-8位董事会议

和私密晚宴的绝佳场所。

酒店的空间设计别具一格，现代感强烈，

能灵活地满足商旅人士的休闲和会议需求。古

色古香会议室酒店位于酒店三楼，宛如迷你图

书馆一样宁静，这里是12位小规模商务会议的

首选。精致的空间让紧张的商务会议中也能拥

有轻松平静的体验。

酒店二楼的包房，适合10 -12位贵宾享

用晚宴及管理高层会议。二楼另有多功能空

间，可灵活布置，举办20-30位商务人士的小

型高端会议，小型新闻发布会及50位的私密派

对。

此外，酒店的特色餐厅Café dongxi全

天候供应中西合璧的美食。所有空间具有自然

采光，无线网络全部覆盖，均配备先进的视听

设备。Le Lounge 24小时免费为宾客开放，

提供咖啡、茶、点心和水果和开放式商务中

心，展现商旅酒店的服务精髓。

东方商旅精品酒店

上海市金陵东路1号Tel: + 86 21 6320 0088

www.hotelsuitesorient.com

海派韵味的传承东方商旅精品酒店是私密晚宴、董事会议和高端小规模商务会议的不二之选

Les Suites Orient, Bund Shanghai: top choice for private dinners, executive meetings and small-group conferences

东方商旅精品酒店全天商务会议套餐价

格为：

RMB550元/人+15%服务费，10人起订:

含8小时会议室场租（每天上午8时至下午

5时）

高端会议设施和会议布置

上午或下午主题茶歇

与会宾客更可以150元 /人+15%服务费

的优惠价格在东方商旅特色餐厅Café

dongxi享用自助或定制午餐或以250元 /人

+15%服务费的优惠价格在Café dongxi

享受晚宴

MICE NOW46

hotElrEviEw酒店评论

关于东方商旅

东方商旅精品酒店于2011年5月正式开业。位于外滩黄金地

段，酒店将旧建筑、装饰艺术风格和东方的韵味完美融合。酒

店共拥有168间客房。商旅创设于台北，旗下1999年成立的

大安馆， 2002年设置庆城馆。东方商旅精品酒店的市场定位

主要针对讲究隐私、安静、细腻服务的国际商务和休闲旅客。

2012年2月15日，来自世界奢侈品

牌Fendi的40多名中国地区员工在

东方商旅精品酒店举办内部的年度

晚宴。经过众多酒店的层层遴选

后，Fendi的活动组织方在业内人士

的推荐下最终选择了东方商旅。

酒店别具一格的私密环境和优

雅气氛很好地契合了活动举办的

目的。不同于往常高调的新品发

布会，Fendi的年会更注重为员工

间的互动交流创造舒适和自然的

氛围。此次的年会主题是 “Any

Movie Star”，员工身着自家品牌

的服装来模仿任何电影明星。“我

们对活动现场的灯光和舞台布置

有一定要求，”Fendi人事部门的

Grace Zhang说，“为此我们的组

织团队和东方商旅做了大量的实地

考察，看哪些家具可以挪动，为秀

台提供充分的空间。酒店为活动专

门将一间隐蔽的Cigar Bar打造成多

功能区域，供参与者换装和布置灯

光。Fendi对场地的音响效果颇为注

重，并专门配备了现场调音师。

活动除了精彩的开场时尚秀以

外，还安排了评选业务表现杰出门

店的环节，并让店长分享管理经

验。“当然，这些评选以娱乐更多

的是为了向员工一年来的辛勤努力

表示感谢，”Grace说。活动的高

潮部分不出意外地落到了抽奖环节

上。此外，活动的另一大亮点在于

Fendi全球总部的CEO今年亲自出席

了中国地区的年会，为活动增添色

彩。“对于即将去另一个地区工作

的CEO，他对于此次告别式的晚宴

安排很感动。”Grace说到。

东方商旅活动协调负责人Claire

分享此次活动感受时表示：“此

次活动现场气氛比平时大家所见

的时尚秀场多了一份别样的温馨和

融洽，这更体现出时尚精品品牌与

低调奢华的东方商旅合作相得益

彰。”

案例分析: 诠释低调的奢华东方商旅精品酒店迎接Fendi中国区年度晚宴

MICE NOW 47

隐于山野的精彩micenaked Stables Private Reserve在杭州莫干山的大型团队接待惊艳处子秀

naked Stables Private Reserve makes an impressive large-group debut in Moganshan

outdoor escape...naked Stables Private Reserve户外放松...naked Stables Private Reserve

活动 | Event Brief为了庆贺一年来所取得的成功，潮域投资咨

询公司(Aquaspace)计划组织一次年度出

游，活动以增强不同部门之间的理解为重

心。这场由全公司56名员工参加的活动最

终在距离上海约3小时车程的莫干山naked

Stables Private Reserve举行。公司管理团

队先于其他员工一天到达，并在我们独特的

茶叶博物馆内进行了会议。之后，他们在非

洲有机餐厅(Kikaboni’s wine cellar)内的

包厢里享用了六道葡萄酒配餐。公司其他员

工于次日抵达，并在那里度过了四天三夜。

挑战 | Challengesnaked Stables的企业关系经理Angie Chen

说：“这是naked Stables Private Reserve

首次接待大型公司团体。”一些来自驿站度

假村上海办事处的资深员工也被调配至此，

以确保活动平稳进行。在与客户正式活动之

前，naked Stables对包括户外定向、山地自

行车和小品表演在内的大部分活动进行了彩

排和预演。

在户外活动期间，团队遇到了些许意想

之外的小困难。naked Stables原本安排了一

个全天的户外定向活动，然而当天却下起了

蒙蒙的细雨。Angie说：“团队内一些成员还

是坚韧地完成了整个自行车比赛环节。”那

些对雨中骑车感到不适的成员则搭乘后备交

通工具直接抵达终点。

另一个难点在于将乐队表演接入非洲有

机餐厅的下层。最后乐队的鼓手仍继续在楼

上敲打，而歌手和吉他手则来到楼下为用餐

的宾客进行表演。

亮点 | Highlights潮域去年曾在三亚组织了团队活动，那次活

动主要是公司自行安排的，与之相比，今年

公司的领导团队终于能够全身心地投入到一

系列有趣的活动之中。而通过与酒店管理层

员工合作评判并开展活动，naked Stables也

获得了与宾客互动的第一手经验。

增强跨部门沟通的目标也如愿以偿。

在午餐之后，我们组织了为期两天的激烈竞

赛。所有成员被分成8组，我们有意将来自不

同部门的员工安排到同一小组。他们总共完

成了6个活动，naked Stables Private Re-

serve的销售经理Teun Hanegraaf表示，这

些活动旨在“鼓励创新思维、挑战个人的身

体与精神、其中大部分还具备环保和可持续

元素。”活动在周末到达高潮。在庆贺成功

的夜晚，人们尽情地享用美酒美食，并同现

场乐队欢快共舞。

“许多人非常认真地参加这些有趣的活

动，最后他们能够和来自不同部门的同事打成

一片并相互了解。”Angie说，“一些人的表

现大有进步：起初他们看上去似乎很腼腆，但

到最后却成为自己小组当中的超级明星。”

反馈 | Comments潮域董事的总经理Paul Karvandi在活动结

束次日表示，这次行程超出了他原本就已

很高的期望。大部分员工对于此次naked

Stables四日游反响热烈，这也颠覆了他们对

于公司活动的传统观念。在周六最后的晚餐

上，Karvandi赞许说：“我感觉公司的团队

精神从未像现在这样高涨，本次活动的组织

方式在其中起到了明显的作用。”

CAsEstudY案例分析

Perched high above the bamboo forest高耸在竹林之上

Relax outside the clubhouse

在clubhouse外放松

The Reserve's signature restaurant

特色餐厅：非洲有机餐厅

Inside the Afro-Asian inspired Kikaboni's wine cellar

在非洲有机餐厅内部

MICE NOW 49

活动 | Event Brief2011年9月19日至23日，飞利浦照明OEM渠

道客户研讨会在杭州千岛湖洲际度假酒店举

办。作为飞利浦公司年度的重要会议之一，共

邀请到200多为来自全国各地的客户参与为期

一周之久的活动。会议之余，200多人的团队

在千岛湖镇的羡山半岛体验了以“80天环游

世界”的主题自行车骑游等一系列公司拓展活

动。

挑战 | Challenges杭 州 千 岛 湖 洲 际 度 假 酒 店 的 市 场 传 媒 经 理

Chloe Kwok表示，“承办活动前夕，我们对

于该团队的所有需求都进行了度身打造，包

括饮食起居、会议流程、宴会要求、高尔夫

赛、环湖游览及200多人参与的自行车公路项

目。” 结合酒店占岛而居，拓路而建的特色，

千岛湖洲际推出了富有创意，并让客人充分领

略千岛湖碧水青山的私人公路自行车旅。

鉴于来访的客人团体人数庞大，酒店专

门为该团队推荐了适合集体体验的自行车骑

游，高尔夫赛和游湖项目。“我们相信在风景

秀丽的环境下骑车是许多人都向往的体验，”

Chloe说。但由于私家公路是双车道，并且沿

湖，考虑到安全的因素若没有酒店的事先安排

一般不建议个人在自行车专道外的主路骑车。

如何有序高效安全地组织人数庞大的自行车游

无疑是该活动的最大挑战。

“我们在活动当日专门封锁了公路，并

沿路配备了足够的安保人员，且酒店的医务人

员也全程随队，以确保所有客人的安全措施万

无一失，”Chloe介绍说。所有人员于23日早

上8:30分集合，做完热身活动后，在专业自行

车导师的带领下以20人左右的小分队形式开始

沿湖骑游。酒店还与一家专业的骑游拓展公司

合作，在骑游过程中设计了各种趣味及智力活

动，丰富客人的参与热情。

亮点 | Highlights令团队印象最深刻的还是自行车拓展活动和露

天晚宴。在空气清新的早晨开始的沿湖骑车

活动可谓一步一景。9公里23道弯的私家公路

上，穿越凯旋门，曼陀罗花海，和恍若仙境的

银杏树林，给在来自喧嚣城市的宾客们带来了

别样的风情体验。酒店隶属于万象集团，旗下

的园林分公司把酒店的这段私家公路打造成沿

湖美景交错的路段。

由于酒店事先准备充分，了解到Phillips

团队中有一位宾客行动不便，便为其单独安排

了一辆双人自行车，使客人倍感贴心周到。露

天晚宴现场请到了当地的爵士乐队演出。晚宴

安排的是西式自助餐，餐桌和环境均采用西式

的摆设，沿湖夕阳西下的美景一览无余。

反馈 | Comments飞利浦对该活动反响强烈，公司随后就确定

杭州千岛湖洲际度假酒店为下场活动的举办

地。“这次活动举办得相当成功，”Chloe表

示，“许多客人都迫不及待得说想要带上家人

一起来羡山半岛享受假期。”

半岛湖畔 动静皆宜杭州千岛湖洲际度假酒店与主题自行车骑游公司拓展活动

Inter Continental One Thousand Island Lake Resort and Theme Cycling Tour

CAsEstudY案例分析

Sunset view...IHG One Thousand Island Lake Resort夕阳西下...千岛湖洲际度假酒店

Cycling fun趣味骑油

MICE NOW50

通过过去一年，从贵酒店看到MICE市场的趋

势是什么？

酒店MICE市场的趋势总体来看是程明显上升

趋势。行业区分非常明显，如医药、汽车行

业，而且会议时间有向周末倾斜之势。

客户的要求日益个性化，更注重会议期

间的感官体验。旅游业的最大特点就是服务产

品的整体感受，这些感受是由硬件、软件等多

方位的因素组合而成，任何一个环节出现瑕疵

都会使整体感官体验打折。特别是会议产品，

包含了众多琐碎的细节，因此酒店也配有多种

管理工具来支持管理和检查。

从酒店目前MICE的客户来看，哪些是你们业

务的主要客户？他们有哪些特殊的要求？

酒店客户基本涵盖了各个行业，但是随着中国

经济的结构型调整，医药产业在酒店客户份额

中有所增长。同时由于北京政治经济的优势，

京城里的云南情，让会议别滋新味专访北京新云南皇冠假日酒店总经理施安娜

Interview with Anna Stackler, General Manager of Crowne Plaza Sun Palace Hotel Beijing

北京新云南皇冠假日酒店总经理施安娜

北方区内的各级政府部门会议需求也略有增

幅。加上明年是很多国际性大型活动集中的一

年，不少大型展会已经从现在开始提前考察场

地和软硬件服务。

整体而言，大部分客户集中需要面积大的

主会场，多数量的分会场及足够用餐的场地。

为了达到客户的要求，酒店做了很多灵活性的

调整，比如如何将酒店的餐厅布置为会议用餐

场地，活动桌椅的添加和撤场等等。

从MICE服务的角度来讲，酒店的独到之处在

哪？

首先，销售队伍根据行业和客户性质进行分

组，每日都会由专人负责和会议组织者进行实

时沟通并总结，并做到提醒客户会议期间的可

预见性问题及解决方案，且能够根据客人的需

求提供个性化服务。

比如，酒店曾经给奥迪客户做过个性化的

logo，即茶歇期间每一块蛋糕上都有精致的可

食用logo，美观且富有心意，另到访的来宾印

象深刻。北京市可以提供这样糖制logo的仅有

2家酒店，北京新云南皇冠假日酒店是其中一

家。

其次，酒店配有专职的质量管理监督主

任，负责24小时客户电话的接听，帮客人解答

到店期间任何问题，确保会议及时高效运转。

酒 店 有 哪 些 新 的 产 品 ， 来 不 断 满 足 目 前 的

MICE市场？

酒店会根据不同时节及不同行业制定不同产品

的package，但是价格和产品不是核心。

“我们认为，客户的体验是我们追求的终

极目标。我们希望我们的客人在来到北京新云

南皇冠假日酒店后，不仅能享受到便捷的商务

会议服务，同时也能在紧张的工作之余享受下

榻和会议的愉悦。比如我们别具匠心的云南许

愿铃，很多客人在开会的茶歇期间写上祝愿，

悬挂在我们彩云天云南餐厅门口许愿铃区域，

为家人朋友祈福。 我们的会议走廊区域自然采

光良好，在开会间歇出来晒晒太阳既能精神焕

发，还是一种新型社交方式，不同公司的客人

在开会间歇认识攀谈，我们戏称为‘阳光咖啡

时间’ 这也不乏成为一部分管理层客人选择我

们酒店的原因之一。”总经理施安娜如是说。

是如何将云南元素融入到酒店的MICE服务

中的？

除了硬件上云南特色的会议室装饰和餐饮上的

安排，我们在方方面面都从云南民族特色出

发。作为酒店人心中的小梦想：超越并提升宾

客感官体验以外，酒店的大梦想是向世界展示

民族的美，文化的美。通过服务窗口，让世界

了解中华文化的博大精深，中国民族文化的丰

富多彩。这不单单促进酒店的运营收入更放眼

于能为中国的旅游产业推波助澜。

能否预测下2012年的MICE市场的变化？以

及酒店将如何应对？

2012年是大型会议会展相对集中的一年，市

场会好于2011年，但是竞争也会更加激烈。

施安娜总经理说：“我们不得不在竞争中生

存，但我还要说我们喜欢竞争，竞争让我们提

高，竞争让我们更加完善自己。只有不断创新

才是生存之道。”

iNtErivEw经理专访

MICE NOW 51

广州圣丰索菲特大酒店主推“福楼拜”高端会议Sofitel Guangzhou Sunrich ac-

comodates Flaubert Premier

Forum

即日起至7月31日，广州圣

丰索菲特大酒店推出高端会

议设施，让商务宾客体验福

楼拜式的豪华。 酒店设有高

科技46座的圆形会议空间，

每座独立配备17寸高清电脑

显示屏、麦克风。其多功能

系统包括投票、发言及远程

视频会议等。会议还配备可

视同声翻译室。套餐优惠包

括会议室租金5折，豪华茶歇

等。

高锦洪出任三亚万豪度假酒店

总经理Gao Jinhong Appointed GM of Sanya

Marriot Resort & Spa

2012年3月，万豪国际酒店集团任命高锦洪为

三亚万豪度假酒店总经理，负责酒店整体运营

和管理事务。此之前高锦洪先生在该酒店担任

驻店经理的职务，任期长达两年之久。来自香

港的高锦洪拥有26年的工作经历，曾于1998年

出任万豪国际酒店集团中国区域销售总监。

北京凯宾斯基饭店开发会议套餐的创意元素Creative Elements of Kempinski Hotel

Beijing’s Development Meeting Package

北京凯宾斯基饭店今年推出独具匠心

的“绿色环保”和“中国欢饮您”会议

套餐，并配备6种风格迥异的茶歇。 饭

店宴会销售总监胡晓红表示“中国欢饮

您”套餐将吸引境外会议组织者，传递

首都的浓厚文化底蕴。特色茶歇包括“

巴伐利亚风格”、“欧式优雅”和“北

京胡同”等，可与任意会议主题搭配。

三亚万豪度假酒店超值会议套餐Sanya Marriot Resort & Spa Premier Meet-

ing Package

自5月4日至9月28日，三亚万豪度假酒

店推出3298元的单人会议套餐，包括入

住豪华山景房两晚，双人自助早餐和免

费上网。会议优惠包括免费使用一天会

议室，投影设备，会议当天上，下午各

一次单人茶歇和当天工作午餐，并配有

会场需要的纸笔，矿泉水等。套餐专为

20-50人的会议团体打造。

上海虹桥元一希尔顿新推吸引商务聚会策划方案Hilton Shanghai Hongqiao offers Reward-

ing schemes for Companies to Book

Corporate Meetings

针对预定15人以上的会议活动策划人，

上海虹桥元一希尔顿酒店给予策划人五

项任选两项的奖励，包括：一次免费的

咖啡/茶歇； 免费使用会议室及客房的互

联网；全单95折优惠；三个月内再次租

用会议室可享7折优惠和双倍希尔顿荣誉

客会积分。该会议活动策划人还将在下

次入住时获得希尔顿荣誉客会积分。

MICE NOW52

iNdustrYupdAtE行业新闻

泛太平洋酒店集团任命王保丰为

宁波泛太平洋大酒店与高级服务

公寓总经理Wang Baofeng Named GM of Pan Pacific

Ningbo Hotel and Serviced Suites

2012年2月，作为开业筹备团队的领导，王保

丰被任命为宁波泛太平洋大酒店与高级服务公

寓总经理一职。今年六月将出任总经理负责的

两处新开物业的经营管理。王保丰是澳裔马来

西亚人，曾在多家喜来登酒店任职超过十年。

青岛鲁商凯悦酒店任命夏浩强为总经理Hyatt Regency Qingdao appoints

Anthony Ha as General Manager

夏浩强被任命为青岛鲁商凯悦酒店总经

理。夏先生于1987年加入了澳门君悦

酒店的管理团队。之后，他在多家著名

的国际级酒店管理集团担任高级管理职

位。2010年，拥有超过20年国际酒店

管理经验的夏先生重返凯悦酒店集团。

奥克伍德开创在华首家奢华品牌Oakwood Opens First Luxury Brand in China

广州方圆奥克伍德豪景于2012年4月

开业，为奥克伍德在中国五大城市管理

的增添了第六个物业。酒店坐落于广州

市天河区中心商务区，设计考虑到结合

安全与私密结的环境，运用传统和现代

的元素。公寓面积比正常酒店几乎大一

倍，单间从50-76平方米不等，4房的

有230平方米，旨在为旅客提供体验家

的舒适和五星级酒店级别的一流服务。

成都保利公园皇冠假日酒店贵宾楼层全新开放Crowne Plaza Chengdu

Executive Floor Re-launch

作为成都北部首家国际高端

品牌酒店，成都保利公园皇

冠假日酒店位于19至22层

的贵宾楼层及贵宾酒廊开幕

迎宾，以满足高端商旅人士

的个性化需求。入住贵宾楼

层的宾客可办理快速入住和

离店手续。复试贵宾酒廊布

置安静典雅，饱览落地窗外

198公园的绿地美景，还可

免费享用自助早餐、全天候

茶点、下午茶和日落欢乐时

光及无线网络服务。旅客更

可免费使用私密安静的贵宾

楼层会议室两小时。

杭州西溪喜来登度假酒店年度金马奖梅开二度Sheraton Hangzhou Wetland Park Resort

Presented Jinma Award Again

杭州西溪喜来登度假酒店在2011-2012年度“

中国饭店金马奖”的评选中获得了中国最具发

展潜力新开业酒店和中国酒店百强两个奖项。

本次活动吸引了全国包括香港和澳门地区的近

百家五星级酒店的积极参与。杭州西溪喜来登

度假酒店自2011年11月开业。

MICE NOW 53

Themed “Advancing MICE and Busi-

ness Minds”, this year’s IT&CM China

convention gathers over 1,300 regis-

tered delegates from 45 countries and

territories. It is noteworthy that among

the 380 selected buyers, 50 percent are

first-time participants to this exciting

event. Largest exhibitors include Ma-

cau Government Tourist Office, Shang-

hai Municipal Tourism Administration,

and InterContinental Hotels

Group. Various industrial

leaders such as ICCA, Helms-

Briscoe and Jeju Convention

& Visitors Bureau attended

seminars, elevating the 3-day

event to a world-class con-

vention.

event: it&cm china 2012Date: April 17-19, 2012location: shanghai world expo exhibition & convention center

以“推动商业意识与中国MICE产业

共赢”为主题，今年的IT&CM China

大会聚集了来自45个不同国家地区的

1300多名注册代表。值得关注的是，

在380名精心筛选后的特邀买家中， 半

数第一次参加此次精彩纷呈的盛会。展

位面积最大的展商有澳门展团，上海展

团和洲际酒店集团。 包括国际会议协

会，HelmsBriscoe 和韩国济州岛旅

游光会议事务局在内的行业领袖参与

主题演讲和座谈会，把此次三天的会

议提升为真正的国际级别的展会。

活动：中国（上海）国际奖励旅游及

大会博览会

日期：2012年4月17-19日

地点：上海世博展览馆

EvENtgAllErY活动图集

MICE NOW54

大自

然保

护协

会

请拒绝购买所有象牙制品

即使一条象牙项链,一

双象牙筷子,也

是对大象最残忍的杀戮。每一件象牙制品背后都是

一头大象的生命。

30年来,由

于象牙贸易,非

洲大象已从130万头锐减至45万头。大象是《濒危野生动植

物种国际贸易公约》(CITES)的

一类保护物种,严

格禁止其制品在国际间携带和运输。

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