Mice Now Winter 2012

INSIDE Asia Focus THAILAND’S TOURISM MAKEOVER 聚焦亚洲 泰国升级旅游会展业 CHINA FOCUS MICE LOOKS TO GOLF 聚焦中国 结合高尔夫的MICE view point interview with Bernold Schroeder 高层视野 对话锦江国际酒店管理有限公司CEO施乐德

WINTER 2012 / SPRING 2013

Sanctuary for the soul

Resort hotels attract more Chinese incentive travelers seeking stress-free experiences

追求解压体验的中国奖励游客日益青睐度假式酒店

Banyan Tree Hangzhou Hotel

寻找心灵的圣地

Editor’s letter 编者的话

F

or those hardworking business travelers, the line between work and personal life is increasingly blurred, thanks to mobile technologies. Rather than defying the trend, many are resorting to a new concept dubbed “bleisure”, which blends business travel with leisure stay. This idea is warmly welcomed by China’s thriving resort hotels, located both in historical tourism sites and in metropolises. Either way, they hope to inspire guests by offering exposure to nature experiences.

INSIDE ASIA FOCUS THAILAND’S TOURISM MAKEOVER 聚焦亚洲 泰国升级旅游会展业 CHINA FOCUS MICE LOOKS TO GOLF 聚焦中国 结合高尔夫的MICE VIEW POINT INTERVIEW WITH BERNOLD SCHROEDER 高层视野 对话锦江国际酒店管理有限公司CEO施乐德

WINTER 2012 / SPRING 2013

Sanctuary for the soul

Resort hotels attract more Chinese incentive travelers seeking stress-free experiences

追求解压体验的中国奖励游客日益青睐度假式酒店

Banyan Tree Hangzhou Hotel

寻找心灵的圣地

MICE NOW WINTER 2012 / SPRING 2013

Managing Editor | Stella Xie Editor-at-large | Graham Earnshaw Editorial Consultant | Fifi Kao Contributors | Engen Tham

Finlay Walker Thy Vo

In this issue’s cover story, we focus on the rise of MICE events hosted at resort hotels and their unique benefits. Another example on fusing leisure elements with business concerns the boom of golf courses in China. Once deemed a bourgeois game, golf is now frequently mixed into corporate meetings and incentive travels plans. Its value as a high-end MICE activity includes creating a relaxed ambiance for exchange and conveying the significance of the meeting. In Asia Focus, we also look at how Thailand is poised to capture more largescale incentive groups as they zero in on upgrading service capacities in certain MICE cities.

As the year-end draws near, MICE Now wants to say a big thank you for the continued supports from our readers and business partners. We hope everyone has had a fulfilling year and a more prosperous 2013 ahead.

Graphic Designer | Jennifer Zhang Art Director | Jason Wang

Director of Sales | Obie Gao

Account Manager | Ralph Wang

Lolita Bian

对

于勤奋的商务旅客而言，随着移动技术的发展，他们工作与私人 生活之间的界限变得越来越模糊。许多人开始诉诸于一种被称

为“商务休闲”的新理念，即把休闲旅游与商务旅行衔接起来。中国逐 渐繁荣的度假酒店也簇拥这一概念。这些酒店位于历史旅游胜地及各大 都市。其理念大都希望通过让客人亲近自然体验，从而寻求启迪，激发 灵感。

Distribution Manager | 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 Advertising enquiries

Hong Kong | +852 3174 6136

在本期的封面故事中，我们聚焦于会展奖励旅游(MICE)活动在度假 酒店的兴起以及它们的独特优势。高尔夫球场在中国的迅速扩张便是越 来越多的商务活动融入休闲元素的一个极佳例证。一度被认为是资产阶 级运动的高尔夫球运动，如今频繁与公司会议和MICE计划相伴而行。作 为一项高端的MICE活动，它带来的价值包括创造利于交流的轻松氛围， 并反映了组织方对会议的重视。在“亚洲聚焦”中，我们注意到泰国为 了吸引大型的激励团队正花大力气提升其主要MICE城市的接待能力。 随着岁末的临近，MICE Now杂志在此想对不断支持我们的读者和 商业合作伙伴表示衷心的感谢。我们祝愿大家在这一年中硕果累累，并 在即将到来的2013年事业兴旺发达。

Shanghai | +86 21 5187 9633-811 E-mail | ads@ChinaEconomicReview.com

MICE NOW

3

MICE NOW Contents Winter 2012 / spring 2013

www.chinaeconomicreview.com

NEWS BRIEFS 新闻简报

6

MICE news across Asia

16

亚洲MICE新闻

view point 高层视野

16 Creating a global statement 汇西方气质，展中国精髓

Interview with Bernold Schroeder, CEO of Jin Jiang International Hotel Management Company., Ltd

专访锦江国际酒店管理有限公司首席执行官施乐德Bernold Schroeder

Cover story 封面故事

20 Nature immersion |沉浸自然中

Conference and incentive activities hosted at resort hotels are gaining popularity 结合自然健康与休闲放松的度假式酒店旨在吸引更多的 商务奖励游客

20

CHINA Focus 聚焦中国

30 The welcome swing | 挥杆迎客

Golf brings value-added pleasure for MICE guests 高尔夫MICE活动日渐风靡

Asia Focus 聚焦亚洲

38 Level up for Thai MICE | 升级泰国会展业 Thailand accelerates modernization efforts to captures mega MICE groups 泰国加快现代化步伐，为赢得更多大型MICE团队铺路

4

MICE NOW

30

Case study 案例分析

4 4 专注细节 追求完美 45 聚八方力量 呈年度盛宴 Hotel Review 酒店评论

46 水乡之镇的商务新选 Interview 经理专访

4 8 环保理念 锦上添花 49 活力之都的MICE亮点 50 把握经济改革特区的会议旅游新机遇 51 人文旅游与拓展会议的完美结合 Industry update 行业新闻

52 酒店新开业信息及会议套餐 Appointments 经理到任

54 酒店总经理任命新闻

38

MICE NOW

5

Power jet China’s burgeoning private airplane market lures global dealers

F

2,400

The estimated number of new jets Chinese will purchase in the next two decades

6

MICE NOW

ueled by a growing army of wealth-flaunting Chinese, the market for private jets is taking flight.

A Chinese luxury consumer white paper recently reported that there are 63,500 ultrahigh net worth individuals in China, but only 163 registered private planes, leaving aircraft dealers a large market to plumb.

Aircraft makers’ recent sales figures demonstrate China’s hunger for jets. For the last five years, French aircraft manufacturer Airbus has sold more than 20 aircraft to China, which amounts to a quarter of Airbus’s global sales.

US based Hawker Beechcraft follows suit, with aircraft orders from China increasing 395% in the period between 2002 and 2011.

Given recent demand, aircraft manufacturers’ sales predictions are, as sky high as Canada’s Bombadier predicting that the Chinese will purchase 2,400 new jets in the next 20 years.

Such bullish expectations are encouraging increasing numbers of plane makers to navigate East. US-based Cessna recently contracted with Chinese partners to build business jets

in Chengdu, while Warren Buffett announced that his private jet-sharing company would be expanding into China.

Despite a positive forecast, the relatively immature market may pose challenges for China’s aspiring jet buyers. Ownership of private planes has only been legal since 2003 and many industry organizations have not accommodated to increased demand.

Private aircraft operating certificates are difficult to wrangle from aviation regulators. At present, 80 prospective jet owners are waiting for one of 20 certificates that will be handed out over the next three years.

Moreover, the lack of infrastructure remains another hurdle. There are only 180 airports in China (compared to 14,000 in the US) and 70% of the airspace is under military control.

With 45 new airports slated to be built by 2015, China is dedicated to elevating the aviation sector up to the next level. However, considering the kinks that still need to be ironed out in the infant industry, it may be a while before China’s newly minted can consider themselves set to jet.

News BRIEFS 新闻简报

私人喷气机发力 中国私人飞机市场爆发式增长吸引全球厂商

热

衷于炫耀财富的中国富豪群体正不断壮

成都建造商务喷气机。而沃伦·巴菲特(Warren

大。受其推动，私人飞机市场开始腾飞。

Buffett)也宣布旗下的私人飞机租赁公司将扩大在

近期发布的一份中国奢侈品消费者白皮书指

华业务。

出，中国目前拥有63,500名超高净值个人，然而

虽然增长数字预示着良好的前景，但是相

注册的私人飞机数量只有163架。一个庞大的市

对稚嫩的市场或许会让那些有意购买飞机的中国

场正在等待飞机经销商们的开发。

买家望而却步。在中国，私人飞机的所有权直到

近来飞机制造商的销售数据已经展现了中 国对飞机的迫切需求。最近五年，法国飞机制

2003年才正式合法化，许多行业组织至今尚未适 应快速增长的需求。

造商空中客车(Airbus)已经向中国出售了20多架

此外，人们很难从航空监管部门那里获取私

飞机，中国地区的销售额已占空中客车全球销售

人飞机的运营资质。今后三年内，中国颁发的每

总额的四分之一。总部位于美国的豪客比奇公司

20张许可证中，授予私人飞机的只有一张，而目

(Hawker Beechcraft)的情况也颇为相似，在2002

前已有80多位潜在的私人飞机机主排队等候。

至2011年期间，来自中国的订单数增长了395%。

不仅如此，基础设施匮乏至今仍是一个

鉴于近来需求的快速增长，飞机制造商们也

障碍。目前中国只有180座机场（相比美国有

相应大幅调高了自己的销售业绩预期。来自加拿

14,000座），而70%的空域目前仍处于严格军事管

大的庞巴迪公司(Bombadier)预测中国市场将在

控下。

今后20年内吸纳2,400架新飞机。

到2015年，中国预计将新建45座机场，以

如此强劲的增长预期正促使越来越多的

致力于发展航空业。然而考虑到这个新生产业仍

飞机制造商转战东方市场。美国的赛斯纳公司

需要克服各式各样的障碍，新近崛起的中国富豪

(Cessna)日前同中方合作伙伴签订了合同，将在

们或许还得等上一阵子才能真正拥有自己的飞机。

MICE NOW

7

The top three Australian ingredients to the perfect MICE itinerary

三种澳大利亚配方“烹制” 您的完美商务奖励旅游行程 许多会展策划师认为最完美的商务奖励旅游行程

Most event planners would argue the ingredients to the perfect MICE itinerary are a mix of once-in-a-lifetime experiences, new and exciting venues and a balance of city and nature –all within easy reach. As you are about to read, Australia has all of this and more. Here we share five essential Australian ingredients for the perfect MICE itinerary.

lia’s ‘capital of cool’. The city is packed with art, culture, music, fashion and CBD laneways that offer amazing coffee and cakes. Melbourne’s love for sport can’t be missed by any visitor – the city comes alive throughout the year with a calendar of sporting events including the spring racing carnival and The Melbourne Cup – the “race that stops Australia”.

1. Once-in-a-lifetime experiences

3. Get close to nature

每一个商务奖励旅游的行程上都应包含一些独一

Every itinerary needs something truly unique to the business event destination. In Australia, this could include dining under the stars with a magnificent outlook of Uluru (Ayers Rock), soaring above The Great Barrier Reef in a scenic flight or take your team to the top of the Sydney Harbour Bridge for one of the world’s best views.

Australia’s diverse landscapes are well known internationally however not all people have discovered the natural beauty of Tasmania.

The east coast of the island is one of many locations where delegates will soak up some of the world’s freshest air whilst sea kayaking, walking through rainforest and penguin spotting. The area is home to Freycinet National Park where delegates will find the picture perfect (and aptly named) Wineglass Bay. For world class luxury, incentive itineraries must include a stay at Saffire Freycinet – one of Australia’s newest luxury lodges.

无二的元素。在澳大利亚，这可以是在壮观的乌

2. The bright lights of a city A city’s culture, nightlife, entertainment and culinary treasures are critical to the success of most business events.

Melbourne is considered by many to be Austra-

必须包括“此生难遇”的体验、新鲜刺激的场地 以及拿捏城市和自然景观的平衡——其实这些都 很容易。就像你马上要了解的那样，澳大利亚应 有尽有。我们将和您一起分享五种基本的澳式配 方来“烹制”一道完美的商务奖励旅游之旅。

1.“此生难遇”的体验

鲁鲁（艾尔斯岩）下，映衬着美妙的星光，享用 一顿丰盛晚宴；也可以是在大堡礁上空俯瞰；甚 至是带领您的团队来到悉尼海港大桥的顶端，一 览全球最为极致的美景之一。

2. 城市之明光 一座城市的文化、夜生活、娱乐和美食是大多数 商务奖励旅游活动能否取得成功的重要因素。 墨尔本向来被外界认为是一座“酷劲十足” 的首府城市。这座城市满是艺术、文化、音乐、 时尚元素以及商业区的大道，同时还提供美味绝 伦的咖啡和蛋糕。每一名访客都不可能错过墨尔 本对于体育的热爱——整座城市全年无休，日 历上尽是各种体育赛事包括春季赛马节和墨尔本 杯——一场能让全澳大利亚驻足观看的赛马比赛。

3. 走进自然 澳大利亚多元化的地形举世皆知，但是很少有人 真正了解塔斯马尼亚的自然之美。 这块岛屿的东海岸是适合进行海上皮划艇运 动的区域之一，您还可以享受全世界最新鲜的空 气，漫步在雨林之间或观赏企鹅。这区域还是菲 欣纳国家公园（Freycinet

National

Park）的

所在地，参会人员可以游览到风景如画（命名也 符实）的酒杯湾。为了世界级的豪华体验，您还 可以在赛菲尔·菲欣纳（Saffire

Freycinet）下

榻，尽享澳大利亚最新的豪华居所之一。

Plan your Australian itinerary today Please visit our website at www.businessevents.australia.com or contact LC Tan, Regional Business Events Director– Greater China at lctan@tourism.australia.com. 现在就策划您的澳大利亚行程 如果您需要详细行程参考、产品信息或是澳 大利亚旅游贴士，请访问我们的网站www. businessevents.australia.com，或是联系 陈俐呈lctan@tourism.australia.com，大 中国区商务会展旅游总监。

Luxury travel providers coax high rollers to Korea Korea takes its MICE industry up a notch as luxury travel agents compete for the cream of holidaymakers

H

igh-end travel services in Korea have started targeting the top 1% of international jet setters. Travel services available for this elite demographic include private visits to luxury fashion houses, appointments with renown plastic surgeons and special limousines.

Korea Royal Club, a Seoul based luxury travel agent launched in July, intends to target wealthy Chinese travellers. Since its inception, the agency has provided a team of two professional women in their 30s with a three-day trip that involved emotional healing sessions at a music box therapy center, shopping at Cartier and personal styling sessions at top tier stores. All ringing up at US$36,000.

Flexibility is a central tenet of an elite travel package, agents say. Schedules are not fixed, but can be altered in accordance with the mood of the client. “We make the schedule flexible and personal so that the elite travelers can lead the entire travel schedule,” Kang Jae-Hoon, CEO of luxury travel provider VIP Travel, said.

Knowing your client is also an important factor. “When our customers arrive, we suggest a complete wardrobe that meets their tastes and style because we study them in advance,” said David Choi, a manager at Korea Royal Club.

豪华游供应商招揽中国豪客赴韩 随着豪华游代理机构对高端度假者群的争夺，韩国将其会展业 提高了一个档次

韩

国的高端旅游服务以国际名流中最顶尖

旅行社说，行程灵活是精英旅游团的核心

的1%为目标。对这一精英人群提供的

宗旨。旅游行程不是固定的，可以根据客户的

旅游服务包括前往豪华时装店的私人旅游、预

情绪改变。豪华游供应商VIP旅行社的首席执

约知名整形外科医生和专属礼宾车。

行官姜智洙（Kang Jae-Hoon) 说：“我们

总部位于首尔的韩国皇家俱乐部(Korea Royal Club)于7月成立，目标客户群是富有的

的行程灵活而个性化，精英游客可以主导整个 旅程。”

中国游客。自创立以来，俱乐部已经为两位30

另一个要点是了解你的客户。韩国皇家俱

余岁的女性提供了包括音乐治疗中心的情感治

乐部经理崔大卫（David Choi）说：“客户到来

疗、卡地亚专卖店购物、顶级商店的个人时尚之

时，我们会先针对其爱好进行分析研究，然后能

行在内的三日游服务。总费用高达36000美元。

够提供满足其口味和风格的全套服务。”

10 MICE NOW

News BRIEFS 新闻简报

Asia’s medical tourism boom

F

or an increasing group of affluent people, seeking dental care, cosmetic surgery and spa treatments means booking plane tickets first. In Asia, more health-conscious tourists are embracing the concept of medical travel, flocking to countries like Thailand, Singapore, South Korea and Taiwan in search of superior medical care.

Industry experts predict medical tourism in Asia to grow at a rate of 15-20 % annually, mainly fueled by the emergence of nouveaux riches in the region, Reuters reported.

One forecast by Medscape News says medical tourism in Asia could generate US$4.4 billion by 2012.

Dubbed the “spa capital of the world”, Thailand leads the region in medical tourism, with the industry growing at 16% each year. Thailand’s Tourism Authority recently hosted 90 health and tourism groups from 18 countries at a 3-day conference in Bangkok. In addition to its famous wellness spas and cosmetic treatments, Thai hospitals draw international patients from all over. Phyathai Hospitals Group, for example, has translators for 22 languages and a team of Englishspeaking staff.

Governments are scrambling to latch onto this lucrative trend. Taiwan’s trade council placed billboards at airports in Shanghai, Beijing and Ho Chi Minh City, hoping to draw wealthy patients from China and Vietnam. In January, the government also introduced an 18-day medical visa, of which they have already issued 10,000.

亚洲医疗旅游方兴未艾

对

越来越多的富裕人群而

增长率达16%，在亚洲地区首屈

言，接受牙科护理、美

一指。泰国旅游局(Thailand’s

容手术和水疗意味着先定机票。

Tourism

在亚洲，更多追求健康的游客开

举办了为期三天的会议，邀请了

始接受医疗旅游的概念，蜂拥至

来自18个国家的健康和旅游团

泰国、新加坡、韩国和台湾等国

体。除了传统的保健水疗和美容

家，追求优质医疗护理。

疗程，泰国医院吸引了全球国际

Authority)近期在曼谷

据路透社(Reuters)报道，

病人。例如，琶亚泰医院集团

行业专家预测，亚洲医疗旅游业

(Phyathai Hospitals Group)拥有

将以每年15-20%速度增长，

22个语种的翻译团队和一群掌握

这一增长主要是由该地区新晋富

英语的医务员工。

有人群的兴起所推动。健康媒体 Medscape

各国政府纷纷追逐开发高利

News的一项报告

润的行业。台湾商务部在上海、

称，2012年亚洲医疗旅行产出可

北京和胡志明市的机场分别设置了

达44亿美元。

电子广告牌以吸引中国和越南的富

素有“世界水疗之都”之 称的泰国，其医疗旅游行业的年

人。今年1月，其政府还推出18天 的医疗签证，并已签发了1万张。

MICE NOW

11

Room for growth China’s budget hotel industry regains expansion speed

W

hile the recession dealt a blow to many of China’s four- and five-star hotels, the market for budget hotels has been growing rapidly, subdividing the industry as companies appeal to new sectors and younger customers.

According to China’s 2011-2012 budget hotel industry report, economic hotels are in a “big but not strong” stage. Market coverage grew nearly 45% year-on-year in 2011, to RMB26 billion, with the number of hotels 12 MICE NOW

growing to 7,314, a 43% increase.

Large industry players are moving toward both upscale and down-market investments, with a focus on expanding into smaller cities across China.

Home Inns, which owns the most properties among budget hotel companies, hopes to expand its high-end business hotel Yitel, which currently has four branches in three cities, to 50 hotels by 2015.

7 Days Group, the second largest budget hotel brand in China, is looking to launch its first mid-range hotel this year, according to China Daily, citing their board chair Zheng Nanyan.

Jinjiang Inn Co.’s brand Bestay Hotel Express, a low-end budget hotel with rates around RMB100 a night, has roughly 60 hotels across China.

Pod Inns, a relatively small company with 200 locations, aims to attract customers between 18 and 35 by focusing on services and facilities. Although their hotels have smaller rooms, customers are lured with wireless Internet and Apple computers. Investors have rewarded this targeted approach,

pledging some US$55 million toward the company’s goal of expanding to 500 hotels by 2015.

Many of the industry’s larger companies are still recovering from losses earlier this year due to declining occupancy rate. After suffering losses in the first quarter, profits for Home Inns declined in the second, RMB85.69 million less compared to the same time last year.

But this hasn’t put a damper on the companies’ plans for expansion. The report attributed the industry growth to mergers and acquisitions as well as the widespread adoption of franchise chains, a lower risk with higher profit business model used by both Home Inns and 7 days.

Home Inns plans to increase its number of hotels from 1,600 to 5,000 in the next decade while 7 Days has planned 320 new franchises and 80 new hotels.

7,314 Total number of economy hotels in China in 2011

News BRIEFS 新闻简报

成长空间 中国经济型酒店重拾高速扩张

当

经济衰退令中国的四星级和五星级酒店

每晚100人民币左右。

受到冲击，经济型酒店的市场却保持高

布丁酒店(Pod Inns)是一家规模相对较小

速增长，由于企业对新行业和更年轻客户的吸

的公司，拥有200个连锁店。布丁酒店通过注

引力，整个产业将面临市场细分。

重服务与设施，将目标瞄准吸引年龄在18岁到

据中国2011-2012经济型酒店行业报

35岁的客户。尽管酒店客房较小，但客户会被

告，经济酒店正处于一个“大而不强”的阶

其提供的无线上网和苹果电脑(Apple)的服务

段。2011年，市场覆盖同比增长了近45%，达到

所吸引。投资者对这种有的放矢的做法给予回

260亿人民币，酒店数量达到7314家，增长43%。

报，投资5500万美元以实现到2015年将酒店

大型行业参与者同时向高端和低端市场投 资，投资重点是遍布中国的小型城市。

数量扩张至500家的目标。 当然，许多大型酒店仍处于经济恢复期，

在经济型酒店企业中拥有最多连锁店的

它们在今年早些时候因入住率下滑而蒙受损

如家(Home Inns)希望将其高端商务型酒店和

失。在今年一季度遭受亏损后，如家今年第二

颐(Yitel)从现在位于3座城市的4家酒店扩张到

季度的利润同比减少了8569万元。

2015年拥有50家酒店。

但这些损失并未阻止公司的扩张计划。报

据《中国日报》报道，中国第二大经济

告将行业增长归因于并购以及特许经营连锁酒

型酒店品牌7天集团(7 Days Group)董事长郑

店的广泛采用，而如家和7天就曾采用的这种

南雁希望在今年推出首家中档酒店。而锦江之

低风险高效益的商业模式。

星公司旗下的品牌百时快捷酒店(Bestay Ho-

如家计划在未来10年将酒店数量从现在

tel Express)目前在全中国约有60家酒店。作

的1600家增加到5000家，而7天则计划新增

为低端的经济型酒店，百时快捷酒店的房价在

320家特许经营酒店和80家新酒店。

MICE NOW

13

Bullish year ahead Report shows major hoteliers fasten expansion steps in China next year

I

n the first half of 2012, hotel operators continued to expand in the Greater China region. Among the five major cities covered by this report, Guangzhou was the most active market in the first half of 2012, with over 300 rooms added in the city.

The Average Daily Room Rate (ADR) in Beijing, Hong Kong and Macau continued to grow despite the weak global economy. Hong Kong experienced the largest year-on-year growth among the five cities in the first half of 2012, with ADR gaining 12.0%, followed by Beijing with a growth rate of 11.4%.

China’s tourism market is expected to continue to grow rapidly in the next few years despite the gloomy global economic outlook. Robust economic development and growing numbers of tourists in China make it an attractive hotel market in need for more hotel rooms.

China’s position at Club Encouraged by China’s strong Mediterranee’s global economic performance and market by 2015 the rapid development of second and third-tier cities, international hotel operators have shown strong confidence in China’s market and are pursuing aggressive expansion plans.

For example, Accor’s upmarket brand Pullman is planning to open 25 hotels in the country by 2015, on top of its 14 existing

No.2

14 MICE NOW

hotels, Club Mediterranee plans to open five new resorts on the mainland by 2015, which would make China its second largest market in the world. Richfield Hospitality has formed a joint venture to operate two hotels in China. Starwood Hotels & Resorts has opened 40 hotels in China over the last five years, with an additional 90 in works. InterContinental, which now operates 162 hotels in China, has an additional 143 under development.

News BRIEFS 新闻简报

HOT India’s travel agency plans to cash in on cricket craze through initiatives to connect cricket connoisseur and professionals with the game. 印度旅行社计划发起活动，以组织比赛的方式同时聚集板球 爱好者与职业运动员，从板球热中获利。

Philippine, South Korea and Russia eye on highrollers as Asia’s gambling market is forecasted to double to US$79.3billion in 2015 由于亚洲博彩市场预计将在2015年收入翻番至793亿美 元，菲律宾、韩国和俄罗斯着眼于吸引赌场豪客。 Sofitel Shanghai Jing’an

涨势持续 各大国际酒店来年计划加紧在华业务拓展

Asian consumer spending took a dip as Chinese cut back on new clothes purchases and Koreans buy fewer cars. 由于中国人削减了成衣购买以及韩国人汽车购买量减少， 亚洲消费者购物热情骤降。

2

012年上半年，酒店经营者继续加快在大中华地区的扩张步伐。 在北京，上海，广州，香港和澳门五个城市中，广州是最活跃的

市场，新增逾300间客房。虽然全球经济疲弱，北京、香港和澳门的 日均房价却继续攀升。2012年上半年，香港的日均房价在五个城市中 录得最高的同比增长，达到百分之12.0，其次为北京的百分之11.4。 尽管全球经济前景黯淡，未来数年，中国旅游市场人仍将快速 发展。经济蓬勃发展，旅客人数不断增长，让中国成为极具吸引力的 酒店市场，需要更多酒店客房。鉴于中国强劲的经济表现以及二、三 线城市的迅速发展，国际酒店经营者对中国市场表现出强烈的信心， 并正在推进快速扩张计划。例如，雅高 (Accor) 旗下高档品牌铂尔 曼（Pullman）在内地现有14间酒店，并计划在2015年前再增设25 间。地中海俱乐部（Club Mediterranee）计划在2015年前在内地开 设五家新的度假酒店,中国将成为地中海俱乐部(Club Mediterranee) 全球第二大市场。瑞池费尔德酒店公司(Richfield Hospitality)亦成立 了一间合资企业,在中国经营两间酒店。过去五年,喜达屋集团(Star-

wood Hotels & Resorts)在中国已开设40家酒店,并准备再开设90 家。另外,洲际酒店集团(InterContinental)目前在中国经营162家酒 店,并正在开发143家。

Beijing’s tourism growth slows China’s capital city welcomed roughly 2.5million overseas visitors for the first half of 2012, down 4.2 percent year-on-year. 北京旅游业增长放缓, 中国首都城市2012年上半年 迎来约250万海外游客，较上年同期降低4.2%。

COLD MICE NOW

15

Creating a global statement Every country needs a ‘national’ hotel brand that internationally represents the country nation, says Bernold Schroeder, CEO of Jin Jiang International Hotel Management Company., Ltd

I

Many Western hotel groups are creating China-specific brands to win over Chinese consumers. How does Jin Jiang plan to stand out?

Who knows the Chinese better than a Chinese company? Jin Jiang already holds valuable knowledge about the Chinese traveler and we have a comprehensive understanding of their culture, preferences, and their trends and habits. There are diverse cultures all around China and it is important we make sure we take this into account. Depending on which region our hotels are based, we ensure that each hotel embraces the culture of its location. It takes a lot more to cater to the sophisticated Chinese consumer than expected.

n recent decades, China has witnessed a neck-breaking expansion of foreign hotel brands and their foray into interior regions in search for new growth space, while most domestic hoteliers remain largely unheard of abroad. Jin Jiang, a time-honored Chinese hotel brand, is poised to buck that trend.

Present in 73 cities across China, Jin Jiang International Hotel Management Company., Ltd has long associated its brand with many classic, heritage properties, and has become an irreplaceable name for many Chinese consumers. MICE Now spoke with CEO Bernold

Schroeder on its new “J” Brand proposition, its global MICE business, and why Jin Jiang is suited to become one of China’s top hotel brands overseas.

Could you briefly introduce the Jin Jiang International Hotel Management Company., Ltd? Currently our company has a portfolio which includes 111 star rated hotels and 34,000 hotel rooms spread across China.

Under the Jin Jiang branding concept, we have our new premium “J” Hotel Brand, our 5-star properties which include the renowned heritage collection, our 4 star Jin Jiang properties, and lastly, the Marvel Hotels which are geared more towards business travelers.

Bernold Schroeder, CEO of Jin Jiang International Hotel Management Company., Ltd

to continuously strengthen and maintain our brand presence in China in addition to building a strong internationally known brand. Jin Jiang has recently set up regional sales offices in Singapore and Hong Kong, in addition to the appointment of our general sales agent in Japan to further expand our network.

We pride ourselves with our staff and have a team of mainland Chinese as well as international associates ranging from Singapore, Thailand, Hong Kong and

What’s the key in revamping the Jin Jiang brand?

During our initial developmental stage, we are concentrating on strengthening our operations within China by creating a strong brand positioning and an excellent sales and marketing platform. We want to ensure that every Jin Jiang hotel is a memorable reflection of each of its destinations’ style, culture and hospitality. We want everyone who stays at one of our hotels to remember it fondly and leave feeling that they have experienced the true essence of what the Jin Jiang brand represents.

including myself, Germany. We continuWhat’s your vision for the brand?

My vision is to promote this ‘national’ hotel brand domestically and internationally as a national pride of China. We aim

16 MICE NOW

ally look towards enhancing and enriching both our properties and our staff in order to offer high levels of hospitality services to our valued customers.

What are the latest marketing initiatives in the China market for Jin Jiang’s higher-end luxury hotels?

We are very proud of our heritage ho-

view point 高层视野

Grand Shanghai Ballroom - Shanghai Hotel 嘉会堂-上海宾馆

tels and are creating our unique 5-star

China and our products range from heri-

ing experiences for travelers. If the hotel

heritage collection brand. The historic

tage hotels to business hotels and resorts.

and tourism players play up to all these

presence and prestige that some of these

MICE business contributes up to 20%

experiences properly, this will add to a

hotels hold are very special and we want

of the total room nights according to the

more enticing visit for MICE travelers.

to bring back their glory, as well as creat-

year to date figure. We will therefore fur-

ing more awareness to those unbeknown

ther attach more importance towards the

about these wonderful hotels. For exam-

Are there any upcoming trends you

business and MICE market.

expect to see in the hotel market?

ple, to list a few, our flagship hotel, Jin

By focusing a lot on developments

Jiang Hotel, holds a prestigious history

in 2nd and 3rd tier cities means our ho-

and has entertained over 500 heads of

tels are well located in areas which have

states as well as celebrities since its inau-

become hubs for large companies, many

guration in 1951. The Park Hotel in Peo-

international, thus an increasing need to

ple’s Square, dazzling with its Art-Deco

focus on developing and continuously

charm, has been repositioned as a luxury

improving our growing MICE business.

boutique hotel. It is rich with history and

Close to half of our hotels are capable

when first built in 1934, used to be the

of hosting large MICE events with well-

tallest building in Asia, as well as played

designed facilities featuring high end

host to a number of well-known names

amenities.

in the past.

In addition, we are looking forward

What’s your insight on how to attract

China has an increasing influx of international guests and an explosion of Chinese tourism. But also, there is the rapidly growing Chinese outbound market with the strong desire for Chinese nationals to stay in their comfort zone. While China currently boasts just over 52 million outbound travelers, we anticipate that this number will reach 100 million within the next 8 years or so. However, China will continue to be a key hospitality emerging market with a predicted year on year tourism growth as a result of the rise of

to the launching of the premier and luxu-

and retain MICE business in China?

rious J Hotel Shanghai Tower in the new

As for MICE travelers, the core attraction

Shanghai Tower in Pudong, scheduled

is to provide one-stop service to meet

a growing demand within the hospital-

to open in 2015. The 128-story, 630m

their various requirements. Product is

ity industry. This further emphasizes our

Shanghai Tower will be the tallest build-

vital, state of the art meeting facilities, ef-

importance of brand growth within China.

ing in China. It will thus be the showcase

ficient service and a good location, these

Every country needs a ‘national’ ho-

of Jin Jiang.

are all important in order to attract and

tel brand that internationally represents

middle classes which therefore leads to

retain MICE business. Hoteliers should

the country nation. Germany, India,

Globally, how big is MICE business

create a balance between retaining dis-

Dubai, and Singapore, for example, all

for Jin Jiang International Hotel Man-

tinct brand characters and conforming

have this, but China currently has no real

agement Company., Ltd?

to local tastes. China has so much diverse

national hotel brand. We believe that Jin

Our hotels stretch across 73 cities in

culture and offers different and interest-

Jiang will occupy this space perfectly.

MICE NOW

17

汇西方气质，展中国精髓 锦江国际酒店管理有限公司首席执行官施乐德(Bernold Schroeder) 指出，每个国家都需要一个“民族”酒店品牌，在国际上代表国家形象

Exterior - Jin Jiang Hotel 夜景-锦江饭店

近

几十年来，中国见证了海外酒店品牌

您对锦江品牌寄予怎样的发展愿景？

什么是打造锦江品牌的关键？

在中国的高速扩张，以及他们在内陆

我们的目标是不断加强和维护锦江这个中国民

在最初的发展阶段，我们正在通过建立一个

地区寻找新增长空间的攻城略地，但多数本土

族品牌的影响力，并使之最终成为国际知名酒

强大的品牌定位和一个优秀的市场营销平台

酒店在海外仍然默默无闻。久负盛名的中国酒

店管理品牌。锦江国际酒店管理有限公司最近

以加强我们在中国的运营。我们希望每家锦

店——锦江国际酒店管理有限公司，则准备逆

在新加坡和香港设立区域销售办事处，并任命

江酒店能反映其殷勤待客之道以及所在地的

流而上。

了在日本的销售总代理。为了进一步拓展我们

人文历史背景，给入住的宾客留下一个难忘的

长期以来，其形象与众多经典历史建筑 相连，并在国人的心目中占据了不可替代的地 位。本刊与公司首席执行官施乐德探讨了酒店 全新“J”Hotel的定位，全球商旅业务发展， 以及锦江何以适合成为蜚声海外的中国顶级酒 店品牌。 首先您能先介绍下锦江国际酒店管理有限公司 旗下的主要品牌吗? 锦江国际酒店管理有限公司，是中国领先的 酒店管理公司，管理着全中国110余家星级酒

的网络，我们非常骄傲的是团队中除了中国籍 员工还有国际伙伴，她们分别来自新加坡、泰 国、香港和包括我自己在内，而我来自德国。 锦江国际酒店管理有限公司拥有资深的酒店管 理团队和卓越的服务理念，将迅速扩展国际市 场，开拓全球版图。 许多西方酒店管理集团正竭力打造具有中国特 色的品牌来赢得更多中国消费者。对此，锦江 计划如何脱颖而出？

回忆，让他们感受真正的锦江品牌服务精华。 请问锦江在中国市场针对旗下高端奢华酒店有 哪些最新的市场推广计划？ 我们为锦江旗下拥有众多历史悠久的经典酒店引 以为豪，并正着力打造五星级经典酒店的品牌形 象。富有历史底蕴的酒店建筑外观以及家喻户晓 的知名度让酒店显得更为独树一帜，所以我们希 望将这些拥有悠久历史的酒店重新带回鼎盛时 期并挖掘出这些令人惊叹的并鲜为人知的辉煌 一面。特别是锦江旗下的旗舰酒店，例如锦江饭

中国本土企业难道不应该更了解中国人吗？

店，自1951年开业至今曾接待超过500位政府首

华夏民族地大物博，锦江对于中国旅行者的

领及名流人士。位于人民广场的国际饭店，其充

锦江国际酒店管理有限公司运营着一系

消费习惯、喜好和趋势已有非常透彻的了解

满艺术设计风格的建筑被公认为豪华精品酒店。

列酒店品牌，酒店业务涵盖豪华酒店、经典酒

并对其身处的文化背景了如指掌，我们深知

蕴含悠久历史的国际饭店自其1934年初建成以

店、商务酒店，酒店品牌包括J﹒Hotel、锦江

这点对我们来说非常重要。我们会根据每家

后一度被冠以亚洲第一高的头衔并扬名内外。

（Jin

酒店所处的地域位置不同尽力将其与当地文

店，客房数超过34,000间, 足迹遍布中国73座 主要城市和旅游胜地。

Jiang）、商悦（Marvel）等，以完善

的综合酒店服务及独特的业务模式享誉业界。

18 MICE NOW

化融为一体。

此外，我们也期待正在紧锣密鼓建设中的 座落于上海浦东新区的上海中心大厦J酒店，酒

view point 高层视野

nbow Hall - Rai Banquet 宾馆 桥 -虹 堂 嘉庆

Sassoon Park Restaurant - Cypress Hotel 沙逊花园餐厅 - 龙柏饭店

店预计将于2015年落成开业。高630米，128层

的地理位置对于能否保持并且提高会奖旅

高的上海中心大厦将成为中国第一高的建筑大

游生意是至关重要的。酒店必须在保留品

楼，也将为锦江锦上添花。

牌风格和尊重当地特色之间做一个良好的

Hotel

平衡。中华大地的多元文化将为旅行者提 从全球范围看，锦江国际酒店管理有限公司的

供独特有趣的旅行经历，如果酒店能恰当

商务会展旅游业务占据多大比重？

地投其所好，这将吸引更多会展旅游市场的

我们酒店的业务已经拓展至全国73个城市，也

客人。

将其包括传统酒店业务在内延伸到城市商务酒 店和度假村。今年年初至今，近20%的总房晚

您预期酒店市场明年有哪些主要发展趋势？

是由会展旅游市场所提供，由此我们将进一步

目前我们有一个日益涌入的境外客源和几乎

重视会展旅游市场，它可以为我们带来更多的

爆满的中国旅游市场。与此同时,快速增长的中

生意。

国市场中拥有强烈愿望出境的中国公民希望住

在中国二线以及三线城市被越来越关注的 今天，处于中心优越地理位置的锦江酒店，可

宿在自己熟悉的酒店里，境外游的时候能在属 于自己国家品牌的酒店里过夜。

以在许多国际性大型企业的不断发展壮大中，

尽管中国目前拥有超过5200万个出境游

得到持续不断的会展旅游生意。锦江旗下近一

游客,我们预计在接下来的8年左右，这个数字

半的酒店拥有良好的设计以及高品质服务设

将达到1亿。所以全球化计划是全面展开合增

施，有足够的能力承办大型会展接待业务。

长战略，包括开发中国游客经常访问的重点城

“酒店必须在保留品牌风 格和尊重当地特色之间做 一个良好的平衡”

市——纽约、巴黎、香港、新加坡等。 对于保持以及促进中国的会展旅游业务，您有

每个国家都需要一个在国际上代表自己

何见解？

的“民族”酒店品牌，例如,德国、印度、迪拜

作为一个会展旅游的商务客人，其核心就是希望

和新加坡都有，但中国目前没有真正的国际化

能够提供一站式的服务来满足其各式各样的需

民族酒店品牌。锦江酒店会完美地占据这个市

求。现有的会展设施水平，高效的服务以及良好

场空间。

MICE NOW

19

Nature Immersion

Conference and incentive activities hosted at resort hotels are gaining in popularity

20 MICE NOW

COVER STORY 封面故事

F

ollowing the financial crisis, corporations have tightened operational budgets. As a result, MICE operators are tailoring services to cater to shrinking appetites for incentive travels and expensive conferences. Meanwhile, governments across Asia are waking to the economic benefits that a booming MICE industry brings. A recent report by the World Tourism Organization notes that 33% of growth in world trade is driven by business travel.

As global economic volatility continues, more companies began to recognize the value of stress management, have spawning an emerging type of high-end MICE services. Increasingly, corporate executives concentrate on self-reflection and a harmonious relationship with the surrounding culture and environment. Striking a balance between work and life has become a greater priority for travelers with families. Thus, resort hotels, often with reclusive locations, and a low-key luxury experience, have emerged as the prime places for such business travelers.

Being a typical “have-it-all” solution, hosting MICE events in a resort area creates a win-win result for both the corporate organizers and participants. Corporate decisionmakers often appreciate a getaway from the high-stress metropolises. A small-scale boardroom meeting in solitary surroundings would reduce distractions and help them to focus on making better decisions by attuning to a more relaxed mindset. Similarly, while arranging incentive trips involving massive groups of employees, picking a reclusive destination is symbolic gesture for corporate heads to express recognition and appreciation for their staff’s hard work.

“Bleisure” boom As China’s hotel industry fights with bubbles fueled by oversupply and relatively low occupancy rates compared to European markets, niche segments have emerged as the bright spots. Speaking at the 2011 Asia Hotel Forum, Wei Xiaoan, an expert with the China Tourism Academy acknowledged that despite an overcapacity of business hotels in cities, “but themed hotels, resorts and budget hotels hold good opportunities for investors,” according to Forbes.

Executives with a packed work schedule are increasingly aware of the compromise that long-haul business travels bring to a healthy home life. One type of popular solutions to naked Stables Private Reserve

MICE NOW

21

Provided by the Westin Changbaishan Resort & Sheraton Changbaishan Resort 图片由长白山万达威斯汀度假酒店和长白山万达喜来登度假酒店提供

fun Skiing 乐趣 的 雪 滑

Sheraton Chan

gbaishan Reso rt lobby 长白山万达喜来登 度假酒店大堂

22 MICE NOW

balance work and life is best summed up with the new buzzword “bleisure” a blending of business and leisure. Tagging a weekend relaxation or a spa treatment with partners at the end of business meetings is catching on.

IHG saw a 50% growth in the number of “bleisure” booking across its East Asian properties, where “delegates choose to add on a leisure stay by arriving early or staying on for the weekend.

A recent poll by the Wyndham Hotel Group revels that among the 4,300 business travelers, 67% of Chinese respondents were most likely to invite a spouse or family members to join them while away on business travel.

Corporate executives’ desire to escape from the hustle-and-bustle of urban life creates business opportunities for MICE service providers.

Major international hotel brands are responding to the trends fast. IHG identified an increase in corporate client’s desire for self-enriching experiences, dubbed “brain spa”. This trend is more evident in South East Asia as resort hotels witnessed an increase in demands for meeting facilities. According to IHG, about one quarter of

inquires for meetings require at least a half-day for delegates to enjoy the spa at the property or an excursion in the local area.

In 2012, IHG has opened four new properties for the MICE market to date. By the end of 2013 this will have increased to a total of nine new properties – a 20% increase on the existing portfolio of 42 hotels in South East Asia, according to the company report.

“The concept of resort-style MICE originate from guests desired to have an inspired and relaxed space,” said Chloe Kwok, Marketing & Communication Manager at InterContinental One Thousand Island Lake Resort, “it is the first choice for high-end meeting requirements, which means there is an everlasting room to grow.”

The hotel focuses on providing an “in the know” experience for guests to explore local features, notably team bonding activities such as private yacht lake tours, golf, bike riding along the picturesque road as well as an organic farm experience.

The world’s top resort brands are entering China in a flurry. Bangkokbased Anatara in November unveiled

COVER STORY 封面故事 a new luxury resort in Sanya, the first in China. The Thai-inspired hotel offers a diversity of scenic exploration activities, such as a morning bicycle ride, guide-accompanied trip to local villages and a rainforest hike on the southernmost top of Hainan Island.

The hotel group’s also slated to launch its second presence in Yunnan’s Xishuangbanna area before end of this year.

Banyan Tree Hotels and Resort launched a new hotel in Shanghai this fall, heralding the concept of the “urban resort” in mainland China. Equipped with 130 suites facing the Huangpu River, the luxury hotel is poised to attract a niche type of clientele searching for distinct meeting experience in an urban setting.

“Being a resort-oriented hotel in a city location will be very ideal for incentive business, said Melanie Ranoa, Director of Sales and Marketing at Banyan Tree Shanghai On the Bund. The

hotel as a well-known high-end luxury brand within the country, is famed for exotic spa service, authentic food and destination dining experience. The prime location of the hotel allows it to stand out among the adjacent city hotels as the destination for sensory relaxation.

The MICE events at the Banyan Tree Shanghai On the Bund are designed to cater to rewards-stay and pampering guests with health and wellness treatments. The hotel’s meeting packages are geared towards allowing participants to have a stretch, enjoy natural daylights within the hotel’s direct access to an adjacent park, and dining venues with outdoor terrace during breaks, not to mention tailormade healthy, energized options for tea breaks and dining.

“People don’t want to stay in a stuffy room for a tedious meeting all day long. They prefer a more relaxing one with breaks for breathing fresh air and interacting with colleagues.“ Janise Du, Director of Sales and Marketing at the Westin Changbaishan Resort and Sheraton Changbaishan Resort

Conference comfort Luxury hotels that pioneered in the

MICE NOW

23

View from the Sheraton Changbaishan Resort 长白山万达喜来登度假酒店室外风景

once reclusive tourism sites have witnessed a surge in MICE inquiries. “Local government has more and more events held in our resorts, in terms of superior facilities and service, and lower cost compared with building a conference hall,” said Janise Du, Director of Sales and Marketing at the Westin Changbaishan Resort & Sheraton Changbaishan Resort. Small exhibitions organizers have increasingly turned to resort as host venues, which used to be concentrated on city hotels.

In general, attendees also tend to stay longer at resorts than before when the events were held in urban hotels, driving up room occupancy rate.

Conferences at resort hotels also signal a kind of incentive for attendees, as the relaxing environment facilitates effective team building, said Du. “For organizers, MICE activities in a resort can attract more registrants, so that 24 MICE NOW

events could be more successful.”

“Obviously, people convene for a meeting for exchange of information, but it’s also growing to become a forum for people to interact,” said Ranoa from the Banyan Tree Hotels & Resorts.

As China’s MICE market matures, interior regions present fresh opportunities for hoteliers while the coastal markets largely become saturated. For example, Changsha functions as a gateway to other cities in central China, and has boosted its profile as a MICE destination over the years. Fairmount Hotels & Resorts is set to launch a resort in Changsha in 2016, featuring its signature leisure facilities. The hotel will also manage the 40,000 sqm conference center at the adjacent Taskin city, a financial hub of Changsha.

The proliferation of high-end resort hotels in China’s scenic spots has beefed up the country as an increasing-

InterCo ntinenta l One T private housan road d Lake 千岛湖洲 Resort 际度假酒 店私家公 路

Mini Case Study InterContinenal One Thousand Island Lake Resort The hotel welcomed MICE guests from Mercedes-Benz in October, with a total of 200 attendees. Organizers combed through the schedule for each guest, and ensure that special menu that doesn’t include pork dishes are prepared for certain guests. Event highlights includ Xianshan bay beach cocktail, BBQ banquet, bicycle rides equipped with security support as well as meeting breaks accompanies by local cuisine. The event organizer sent the hotel a thank-you note in appreciation for their catering and banquet team.

COVER STORY 封面故事 ly competitive resort destination. Since the depression of the global economy has dampened many companies’ MICE budget, emerging domestic resort hotels offer a more cost-efficient alternative for the traditional East Asian MICE destinations such as Bangkok and Singapore. “As for most MICE organizers from Fortune 500 or other large enterprises, they will not choose to go to the same destination over and over again; they are looking for new destinations and new hotels every years,” said Du from the Westin Changbaishan Resort & Sheraton Changbaishan Resort.

Yet, to fully capitalize on the burgeoning demand for resort-style MICE in China, accessibility to airports and logistics supports will be the key, especially for resorts located outside central cities. Banyan Tree has simultaneously launched its property in Tianjing, located 30 minutes from the city’s railway station and airport. “Already 70%

of our businesses are within China. If we are targeting that market, I think the growth of the resorts within secondary city and the new destinations in the country certainly will be a plus factor for people to continue the conferences,” said Roana.

Venue capacities and supporting facilities for leisure activities are among the top factors that MICE organizers emphasize on, according to Du. Some resort hotels are eyeing on adding convention venues to better cater to largescale MICE groups. Traditional MICE destinations, such as Singapore and Macau are apt examples as of versatile MICE city that serve both business and leisure demands.

The rise of resort hotels in China reflects increasingly discerning business travelers seeking to blend leisure with their work. For MICE organizers looking for an exotic, first-class incentive experience, domestic options abound.

Sheraton Changba ishan Res 长白山万达 ort l 喜来登度假 酒店夜景

Spring en joyment 温泉的享受

MICE NOW

25

沉浸自然中 随着人们追求健康意识的提升，越来越多 的国内奖励活动选址度假式酒店

在

后金融危机时代，各大公司 纷纷收紧了运营预算。随着 人们对阔气的奖励旅游和昂 贵会议的欲望缩水，会展奖

励旅游(MICE)运营商为此定制了服务，以便 适应这一需求。与此同时，亚洲地区的政府越 来越强烈地意识到MICE行业的繁荣将使经济 受益。世界旅游组织近期的一份报告指出， 世界贸易33%的增长是由商务旅游推动的。 由于全球经济继续震荡，更多公司开始 认识到压力管理的价值，这催生了一种新兴 的高端MICE服务。公司高管越来越多地专注 于自我反省以及与周边文化和环境形成和谐关 系。实现工作与生活的良好平衡日益成为阖家 旅行的首要目的。因此，地理位置幽僻的度假 酒店以及低调奢华的体验，已成为此类MICE 需求中的要素。 作为典型的“应有尽有”型解决方案， 在度假区主办MICE活动为公司组织者和参与 者提供了双赢的结果。公司决策者常常享受远 离大都市重重压力的机会。幽静的环境，小型 的高层会议，可以减少干扰，更能帮助他们调 整心态，专注于更好的决策。同样的，选择远 离都市喧嚣的目的地，组织大型员工团队的奖 励旅游，也凸显了公司领导对员工辛勤工作的 认同和感激之情。

“商务休闲”方兴未艾 由于中国酒店业挣扎与过度供给引发的泡沫和 较之欧洲市场更低的入住率，小众细分市场的 涌现成为行业亮点。中国旅游研究院(China Tourism Academy)专家魏小安在2011亚洲 酒店论坛(2011 Asia Hotel Forum)上讲话， 承认了各大城市存在商务酒店的产能过剩，但 根据《福布斯》(Forbes)杂志的说法，“对 投资者而言，主题酒店、度假和经济酒店仍是 投资良机。” 对于工作日程排得满满当当的高管而 言，兼顾长途商务旅行和健康家庭生活正成为 越来越重要的一项任务。“商务休闲”，即融 休闲与商务为一体的新流行词，对这种平衡工 作和生活的解决方案做了最佳概括。在商务 差旅结束时在酒店与家人共度周末时光，或与 InterContinental One Thousand Lake Resort 千岛湖洲际度假酒店

26 MICE NOW

合伙人一道享受spa水疗正成为新兴的时尚。

COVER STORY 封面故事

InterCo

ntinenta

l One Th

ousand

Lake Re sort 千岛湖洲 际度假酒 店

Na

e

eserv

ate R

s Priv

table ked S

近期内不少行业报告更是指明了这一趋 势。在东亚酒店产业，洲际酒店集团(IHG)看 到“商务休闲”游预订数增长了50%，在这 里，“与会者选择提前或推迟预定，以便增加 一个周末的休闲住宿”。 由温德姆酒店集团(Wyndham

Hotel

Group)近期发起的投票显示，在4,300商务

“人们不愿整天闷在室内举行枯燥的会议。他们喜欢在更 加悠闲的地方放松身心，呼吸新鲜空气并与同事互动。” － 杜瑾，长白山万达威斯汀度假酒店和长白山万达喜来登 度假酒店销售与市场总监

游客中，67%的中国受访者最有可能携配偶 和家庭成员共赴商务旅行。 公司高管渴望逃离熙熙攘攘的都市生 活，为MICE服务提供者创造了商机。 大型国际酒店集团率先对这一潮流做出 反应。洲际酒店集团看到公司客户自我充实体 验愿望的增加，精选了新创的“头脑spa”。 这一潮流在东南亚尤为明显，度假酒店见证了 会议设施需求的增长。据洲际酒店集团表示， 约四分之一的会议问询要求为与会者提供至少

半天的酒店spa或附近地区的短途游。

愿望，他们希望有一个激发灵感和休闲的空

2012年迄今，洲际酒店集团已新开4家

间，”千岛湖洲际度假酒店市场传媒经理郭词

酒店迎合MICE市场。到2013年年底，新酒

霞(Chloe Kwok)表示，“这是高端会议需求

店总数将增至9家——据公司报道，这个数字

的首选，意味着长盛不衰的增长空间。”

使其在东南亚现有的42家酒店阵容基础上扩 大了20%。 “度假风格MICE的概念源自客户的

该酒店为客人提供“融入本地”体验， 探寻当地名胜，推出著名的千岛湖游艇、高尔 夫比赛、在风景如画的公路上单车骑游以及有

MICE NOW

27

Banyan Tree Hotel Hangzhou night view 杭州西溪悦榕庄夜景

机农场体验活动等能促进团队凝聚力的活动。 housand

One T tinental InterCon 假酒店 度 际 洲 湖 千岛

ort

Lake Res

上海外滩悦榕庄的MICE活动注重通过

国。总部设在曼谷的安娜特拉酒店(Anata-

健康疗程满足奖励游和享受型客户的需求。

ra)在今年11月将在三亚为新建中国的首家

酒店的会议套餐适应与会者的需求，使之在

豪华度假酒店揭幕。这家泰式风格的酒店提

休闲之时放松身心，享受自然的生命，同时

供多样化的探幽寻胜活动，如清晨单车行、

微型案例研究

市酒店中脱颖而出。

全球顶级度假品牌同样正急速进入中

为客人提供健康能量食谱。

向导带领的本地农家游和海南岛东南端的徒 步热带雨林游。酒店集团还准备在今年年底

舒适型会议

于云南西双版纳推出第二家酒店。

豪华酒店率先在进驻一度偏远的旅游景点，

千岛湖洲际度假酒店：今年10月，酒店

悦榕庄酒店与度假村集团(Banyan

并见证了MICE需求的飙升。“当地政府在

迎来了来自梅赛德斯—奔驰(Mercedes-

Tree Hotels and Resort)今秋在上海落成了

我们的度假村举办了越来越多的活动，就高

Benz)的MICE客人，与会者总数为200

大陆首家新酒店，传达了在中国大陆推动“

档设施与服务而言，其成本比兴建大会场要

人。组织者对每位客人的行程作了梳理，

城市度假”的理念。配备了130间面向黄浦江

低，”长白山威斯汀度假酒店与长白山喜来

确保为个别客人准备的菜单中不含猪肉。

的套房，意在吸引在闹市中追求独特会议体

登度假酒店销售与市场部总监杜瑾说。过去

活动亮点包括象山海滩鸡尾酒会、烧烤晚

验的小众客户。

集中于城市酒店的小型展览组织者，越来越

宴、全程安保齐全的单车游，以及穿插在

“针对都市的度假型酒店是举办奖励游

会议间隙的精美本地菜肴。会后，活动组

活动的理想场所，”上海外滩悦榕庄(Ban-

在度假酒店举办会议，对于与会者而言

织者给酒店发来感谢信，感谢我们对其团

yan Tree Shanghai On the Bund)销售与

也是一种奖励的信号，因为宽松的环境将促

队的款待。

市场总监Melanie Ranoa表示。酒店作为国

进有效的团队建设，杜女士说，“对组织者

内高端豪华品牌深受认同，以异国情调的spa

而言，度假村的MICE活动将吸引更多登记入

服务和正宗餐饮服务而闻名。酒店优越的地

住者，因而活动可以更为精彩成功。”

理位置使其在以感官放松为目的的该地区城

28 MICE NOW

多的将方向转向以度假村作为其主办场地。

悦榕庄酒店与度假村村集团的Roana也

COVER STORY 封面故事 Banyan Tree Shanghai On The Bund lobby 上海外滩悦榕庄酒店大堂

Banyan Tree Shanghai On The Bund Ballroom 上海外滩悦榕庄酒店会议室

表达了相似的观点：“显然，人们为了交换信 息而集会，但我认为，这也越来越多地成为人 们互动的论坛。”

白山喜来登度假酒店的杜瑾说。 然而，为充分利用中国度假型MICE迅 速增长的需求，是否方便抵达机场性以及高

随着中国MICE市场的成熟，沿海市场

效的物流支持将成为关键，尤其是位于中心

在很大程度上已趋饱和，内陆地区为酒店经营

城市外围的度假村。悦榕庄同时在天津同时

者提供了新的机会。例如，长沙是进入华中

新建两家酒店，距离城市火车站和机场30分

其它城市的门户，而多年来它作为MICE目的

钟车程。“我们已经有近70%的业务在中

地的形象已得到大幅提升。据悉，费尔蒙特酒

国。如果我们以这个市场为目标，我认为，

店与度假村集团(Fairmount Hotels & Re-

二线城市和中国新旅游景点度假村的增长肯

sorts)将于2016年在长沙新建以其豪华设施

定将成为人们继续各种会议的附加因素，”

为特色的度假酒店。酒店还将管理一个4万平

悦榕庄酒店与度假村集团的Roana说。

方米的会议中心，位于毗邻长沙金融中心的德 思勤城市(Taskin city)中心。

此外，杜瑾表示，休闲活动的会场容 量和设施支持必然是MICE组织方关注的

中国风景区高端度假酒店的繁盛强化了

重点因素。一些度假酒店正着眼于增加会

中国作为更具竞争性的度假胜地的地位。由于

议场地以便更好的满足大型MICE团队的

全球经济萧条抑制了众多公司的MICE预算，

需求。诸如新加坡和澳门等传统MICE目

新兴的国内度假酒店相对于曼谷和马来西亚等

的地，恰恰都是同时满足商务和休闲需求的

传统东南亚MICE城市提供了成本更为经济的

MICE城市的典范。

选择。“对于多数来自500强企业及其它大型

中国度假酒店的兴起，体现了越来越多眼

企业的MICE组织者而言，他们不会一次次选

光独到的商务客在寻找工作与休闲的结合点。

择同样的目的地，每年他们都会寻找新的目的

对于寻找充满异国风情和一流服务体验的MICE

地和新的酒店，”长白山威斯汀度假酒店与长

组织者而言，国内的选择则变得非常丰富。 MICE NOW

29

The welcome swing Golf witnesses a surge in popularity in China and brings value-added pleasure for MICE guests

30

Sheraton Shenzhou Peninsula Resort 神州半岛喜来登度假酒店

CHINA Focus 聚焦中国

Sheraton Shenzhou Peninsula Resort 神州半岛喜来登度假酒店

T

he game of golf has a checkered past in the Middle Kingdom.

Chairman Mao branded it “too

bourgeois” and banished it for its corrupting influence. However, after Deng erased communist strictures and only a residue of anti-foreign sentiment remained, the game returned to China in 1984, with the construction of the nation’s first golf course. Since then, the Chinese have adopted this emblem of elite fraternity with gusto, with numbers of golfers rising to 300,000 this year from zero in 1983. China’s MICE

Suzhou Taihu G olf Hotel 苏州太湖高 ywacht 尔夫酒店游 艇

– is it a bubble that will burst?

China has been a hotbed of golf course construction in recent years.

Since 2004, the number of new driving ranges in China has tripled to roughly 600 in 2011. Ranges are usually located around urban locales in China’s east, where the well-heeled congregate. Beijing has 59 golf courses, boasting the highest concentration of any Chinese city. Guangdong follows with roughly 33, while Shanghai comes third with 21.

industry, quick to endorse a growing trend, has also bowed to the golf frenzy.

MICE players are increasingly adding golf to their agendas. Those organizing golf MICE will need to overcome certain obstacles, such as the lack of professional staff and government hostility to course building in certain areas.

They will also be considering how to integrate the trend into their MICE and the sustainability of the phenomenon

Mixing business with pleasure Hotels in China, quick on the draw, have taken up the golfing mantel.

Renowned international chains have fashioned entire branches around the elite pastime. Mission Hills in Hainan is one such hotel. Still under construction, the hotel is expected to offer a gargantuan 20 square kilometers golf

t view

nigh olf Hotel Taihu G Suzhou 练习场夜景 店 酒 夫 尔 苏州太湖高

31

A conversation with Yum Siew Wah, Vice President of Hotel Operation at Mission Hills Haikou

Mission Hills Haikou 海口观澜湖旅游度假区

How does your hotel incorporate

What feedback have you received

golfing into MICE events?

from those that have involved golf in their MICE events?

We tailor all MICE events to the specific requirements of our corporate

People love the opportunity to get

customers but at its most simplistic

out of the conference hall and exer-

level, we include green-fees within

cise and with that they feel refreshed.

certain MICE packages and build an

If people don’t have a half day to spare

itinerary the enables clients to ad-

then they can just play a nine hole

dress their conference needs before

course, but it always come back as

heading out to the golf course to re-

one of the highlights of the event for

lax the mind, mentally refresh them-

attendees. It’s sometimes difficult for

selves and hopefully get to know that

a business to justify everyone head-

much more about the person they

ing off for a game of golf mid-event,

are playing with. It’s a format that

but it breaks down barriers and works

works very well.

extremely well.

32 MICE NOW

course, the largest in the world.

MICE events hosted in hotels are increasingly incorporating golf as part of corporate incentive programs, client appreciation events and product launches.

Industries requesting these events range from those in the entertainment industry to government authorities. Many hotels are developing specialist golf services to further entice clients. Four Points by Sheraton Shenzhou Peninsula Resort, for example, has introduced a club fitting system, which assesses and analyzes a golfer’s game to determine which club is best suited to his swing.

As expected, hotels are finding that their revenues are increasingly linked to the game. Four Points achieves 60% of its hotel occupancy from its golfing business, while Suzhou Taihu Golf Hotel has seen golf MICE commandeer 10% of its business portfolio this year, up from less than 2% five years ago.

The game seems to complement MICE particularly well, as stressed executives are more inclined to seek repose in an outdoor environment. “Elite participants are increasingly keen to return to nature, hence asking more for a desirable environment,” said General Manger Zhu Yunzhao of Suzhou Taihu Golf Hotel.

There is also the often touted bonding effect of the game. “There can be few activities in the world which are as effective as golf in building relationships between a small group of people. It’s a great leveler which strips away hierarchy and status leaving competitors with an entirely level playing field,” said Yum Siew Wah, Vice President of Hotel Operations at Mission Hills Hainan.

The proliferation of golf courses in China entails green liability, but enthusiasm abounds nevertheless. The government has been trying to curb the construction of golf courses to prevent the destruction of farmland, forest and water sources to no avail. Two notices, released in 2004 and 2011, ordered the building

CHINA Focus 聚焦中国 of courses to halt and the deconstruction of illegally built ranges. Although many local authorities, drawn by job creation, tax revenue and boosted tourism. have ignored edicits and continue to approve courses. As a result, Hainan Island, which is the only area exempt from these notices, has seen the meteoric proliferation of courses, which come to be a top domestic destination for MICE golf events.

Of course, China’s burgeoning middle and upper class - ever looking for a way to show off their status – will help drive the game’s popularity. Currently, less than 0.03% of the Chinese population plays golf. Compare this to the figure in America, which stands at 8%. With China’s rich list growing by leaps every year, The China Golf Association projects that numbers of golfers will grow to roughly 20 million by 2020, making China world’s second largest golf nation.

The International Olympic Committee’s 2009 decision to include golf at the games starting in 2016 has also helped ignite Chinese passion for golf. Olympic

Suzhou Taihu Golf Hotel 苏州太湖高尔夫酒店

ambition typically spurs the Chinese government to nurture any sport that can

of the industry has meant that those or-

the availability of teaching resources has

increase the country’s medal count. Af-

ganizing Golf MICE events have faced an

not kept pace. Students had to use pho-

ter golf was anointed Olympic, the state

uphill struggle to ensure the standard of

tocopies of textbooks, while teachers with

started building public driving ranges in

the services they provide. “I would have

no understanding of golf were employed

Beijing in a bid to develop nascent talent.

to say that one of the main challenges we

to read foreign-language texts and teach

Opportunities to play golf competitively

have found is that many associates do not have a lot of knowledge and under-

from them. From this fall semester, pro-

also emerged.

Mission Hills in Hainan heralded

standing about golf. Teaching the teams

the elevation of the sport by holding

more about the game of golf helps them

its first Asian Amateur Championship

to connect better with the guests and im-

tournament – partnered with Augusta

prove the overall experience,” said Doug-

National Golf Club and Scotland’s Royal

las Brennan, Manager of Four Points by

and Ancient Golf Club of St. Andrews –

Sheraton Shenzhou Peninsula Resort.

spective golfing experts will enjoy a major advance. Chinese students will be able to purchase Chinese language texts on golf for the first time, written and published by the academics at the Hebei Institute.

Although there are advances, they may not be coming fast enough for those in

in December of 2009. With nationalis-

Golf industry experts have prolifer-

tic fervor now behind the game and the

ated in recent years as the game booms.

increase in numbers of potential golfers,

The Hebei Institute, an educational or-

the MICE golf industry needs not worry

ganization that created a sports degree

handicap the spread of approved golf

that there will be a lack of punters any

focusing on golf, has swelled its numbers

courses and the upper echelons of so-

time soon.

of students studying the sport. The in-

ciety continue to multiply, the increase

stitute taught 118 pupils the finer points

in those looking for a relaxing round

Keep to the high level

of golf in 2008, with numbers doubling

should suit those organizing MICE golf

But the embryonic stage of development

in 2010. Despite burgeoning numbers,

events to a tee.

charge of golf MICE. If government regulation does not

MICE NOW

33

挥杆迎客 高尔夫在中国迅速聚集人气，并为会展奖 励旅游客带来额外的愉悦

Suzhou Taihu Golf Hotel 苏州太湖高尔夫酒店

高

Sheraton Shenzhou Peninsula Resort 神州半岛喜来登度假酒店

尔夫在中国的过去可谓一波

国的数量翻了3倍，达到2011年的近600个。练

三折。毛主席曾给它贴上“

习场通常位于中国东部富人聚居的乡村。北京拥

资产阶级”的标签并加以禁

有59个高尔夫球场，为中国所有城市中密集度

止，防止其腐化作用。然

最高。广东紧随其后，有33个左右，上海以21

而，邓小平消除了共产主义的束缚，只是保留

个居第三。

了排外情结的残余，随着第一个球场的建成， 高尔夫运动于1984年回到中国。自此，中国

融商务于休闲

衷心接纳了它作为精英群体的象征，会员人数

中国的酒店敏于应对，很快搭建了高尔夫的平

从1983年的零，上升到如今的30万。中国会

台。知名国际连锁酒店旗下所有分支已经紧随这

展奖励旅游业迅速认可了这一发展趋势，并委

一精英娱乐的潮流。海南观澜湖度假酒店(Mis-

身于这一势不可挡的大潮之中。

sion Hills in Hainan)就是这样的酒店。酒店预

会展奖励旅游行业的竞争者越来越多地 把高尔夫加入他们的日程。这些有组织的高尔

期推出的20平方公里的巨型球场目前在建，为 世界之最。

夫会展奖励游需要克服这样一些障碍，如缺乏

酒店主办的会展奖励旅游活动越来越多地

专业人员和某些地区政府对高尔夫球场建设的

把高尔夫活动融入公司激励节目、客户答谢活动

敌意。他们还需考虑如何将这一潮流与他们的

和产品推广活动。具有这些需求的行业从娱乐行

会展奖励旅游活动融为一体，以及这一现象的

业到政府部门。很多酒店正在开发专业高尔夫服

可持续性——这是否是个将会破裂的泡沫？

务以进一步吸引客户。例如，神州半岛福朋度

近年来，中国已见证了高尔夫球场的疯

假酒店(Four Points by Sheraton Shenzhou

狂建设。自2004年起，高尔夫球练习场在中

Peninsula Resort)推出俱乐部定制体系，评估

34 MICE NOW

2千万 中国高尔夫球协会预计到2020年 国内高尔夫球手的数量

CHINA Focus 聚焦中国

对话海口观澜湖酒店运营副总裁 Yum Siew Wah 并分析高尔夫球手的比赛，并决定哪个俱乐部

贵酒店如何将高尔夫运动融入会展奖励旅

最适合他的挥杆水平。

游活动？

不出所料，酒店发现与球赛相关的盈利正

我们对所有的会展奖励旅游活动进行定制，

在日益攀升。福朋酒店在其高尔夫业务中达到

满足公司客户的特殊需求，但在最基本的水

了60%的酒店入住率，而苏州太湖高尔夫酒店

平上，我们也在特定的会展奖励旅游套餐中

(Suzhou Taihu Golf Hotel)今年业务的构成

包含绿色费用，并且制定行程，使得客户在

中，会展奖励旅游高尔夫活动占比从5年前的

出发去球场放松身心并觅得机会在打球过程

低于2%，达到目前的10%。

中结识更多人之前，先令其会议需求得到满 足。这套方式运作得很成功。

球赛同会展奖励旅游可谓珠联璧合，因为 倍感压力的高管们越来越倾向于在户外环境中 寻找休憩。“精英们越来越渴望回归自然，由

在会展奖励旅游活动中引入高尔夫活动的

此要求更理想的环境，”苏州太湖高尔夫酒店

客户反响如何？

总经理朱运兆说。

人们喜欢有机会走出会议厅，练练球，享受

球赛还常常具有招徕顾客的连锁效应。“

放松。如果人们没有半天时间，那么可以只

世界上很少有活动能像高尔夫这样有效地在小

玩一下九洞球场，而这对于与会者来说总是 活动的亮点。对于一家企业来说，活动搞到

圈子中建立人际关系。它是一个很好的平衡 器，去除层级和地位，使竞争对手在一个完全 平等的场地上竞争，”海南观澜湖酒店运营副

Mission Hills Haikou 海口观澜湖旅游度假区

一半就让人去打高尔夫夫球，很难说得过 去，但它能消除隔阂，效果特别好。

总裁Yum Siew Wah说。

MICE NOW

35

高尔夫球场在中国的衍生附带有环保上

0.03%。相较美国，该国的高尔夫人口占8%

tional Golf Club)和圣安德鲁斯苏格兰皇家和

的负担，尽管如此，人们依然热情高涨。政府

。随着中国富人榜单每年跳跃式增长，中国高

古典高尔夫俱乐部(Scotland’s Royal and

已经试图遏制高尔夫球场的建设，以防毁坏

尔夫球协会预计，到2020年中国高尔夫球手

Ancient Golf Club of St. Andrews)合作。随

农田、森林和水资源却效果有限。2004年和

的数量将增加到近2千万，使中国成为世界第

之运动背后的民族主义热情和潜在高尔夫球手

2011年，国家两次通告命令球场停建，并拆

二大高尔夫球国。

数量的增加，会展奖励游高尔夫球产业在近期 完全不必担心缺少玩家。

除非法建设的球场。尽管很多地方政府并不

2009年，国际奥委会决定从2016年起将

在意这些法令，而继续批准球场建设以吸引游

高尔夫作为比赛项目，这同样有助于点燃中国

客，创造就业并产生地产税，这些为高净值个

人对高尔夫的热情。奥运梦想特别能够激发中

保持高水准

人组织的高尔夫会展奖励旅游并不希望看到它

国政府扶植可增加中国奖牌进账的运动。当高

然而产业处于发展的萌芽阶段，意味着组织高

们的球场面临被拆除的命令，因此必须谨慎行

尔夫有了奥运的光环，政府开始在北京建设公

尔夫会展奖励旅游活动要确保服务标准面临的

事。所以，海南岛，作为唯一得到指令豁免的

共练习场，以期培养早期人才。竞技性高尔夫

难度会越来越高。“我不得不说，我们发现主

地区，球场迅速繁荣，成为国内会展奖励旅游

运动的机会也随之出现。

要的困难之一是很多球会对高尔夫缺少足够的

2009年12月，海南观澜湖以举办首届亚

知识和理解。教导团队更多的高尔夫球知识，

当然，中国迅速增长的，迫切希望寻求

洲业余锦标赛(Asian Amateur Champion-

有助于他们与客户更好的沟通，并改善顾客的

彰显其地位方式的中上阶层将有助于推动球赛

ship tournament)告高尔夫运动的提升——与

总体体验，”福朋喜来登神州半岛度假村经理

的流行。目前中国参与高尔夫运动的人口不足

奥古斯塔国家高尔夫俱乐部(Augusta

Douglas Brennan说。

高尔夫活动的首选目的地。

Na-

MICE in Hainan Q&A with Douglas Brennan, Manager at Four Points by Sheraton Shenzhou Peninsula, on the latest trends for MICE events on China’s unique tropical island What are the benefits of hosting MICE events in Hainan?

not be replaced anywhere else and

need to be resolved when trying to orga-

makes Hainan ideal to host such events.

nize events outside of your home country.

to hold MICE events here. The developed

How do you expect local MICE market to evolve? What would be the upcoming trends?

Can we expect any new MICE facilities or offerings from your hotel next year?

resort districts had provided not only func-

We are starting to see that more and

2013 will continue to bring a lot of new

tion room and accommodation facilities,

more companies are starting to incor-

and exciting innovations to Sheraton

but also a holiday destination. Hainan is

porate golf and golf tournaments into

Shenzhou Peninsula as we continue to

also growing in the golf market with many

their annual events. Since we are located

grow and develop as a newly opened ho-

new and exciting courses. This is very ben-

directly beside THE DUNES golf club, one

tel. We will see new attractions open in

eficial to many local corporate groups as it

of the top 10 golf courses in Asia Pacific,

the area with the largest retail outlet mall

becomes convenient to bring your prod-

we see that we will be hosting more and

in Hainan expected to open Q1 2013.

ucts to the host venue easily.

more golf events in the future.

Though our resort only just celebrated

Hainan is the only tropical island in China.

The warm climate and beautiful landscape had brought more and more corporations

its first anniversary in August, we have

Certain events, like the International

How can Hainan boost its competitiveness in Asia’s MICE market?

already received immense recognition,

Hainan for the third time this year. The extraordinary ocean and climate could

Visa restrictions or other logistical issues

awards since we opened.

Surfing Festival will be held at Wanning,

36 MICE NOW

earning ten national and international

CHINA Focus 聚焦中国

随着高尔夫运动的兴起，高尔夫行业专 家数量激增。河北学院(The Hebei Institute) 是一家提供高尔夫运动学位的教育组织，学 习这项运动的学员人数不断增长。2008年学 院的精品高尔夫课程教授了118名学员，到 2010年这个数字翻了一番。尽管人数激增， 但教育资源并未同步。学生不得不使用影印版 教材，而且聘用不懂高尔夫球的教师朗读外语 教材并教授学员。从今年秋季班开始，未来的 高尔夫球专业人士将享受到巨大的进步。中国 学生将第一次买到由河北体育学院编写出版的 中文高尔夫教材。尽管存在一些进步，但这还 不足以应付高尔夫会展奖励旅游的人员要求。 如果政府监管没有阻碍通过审批高尔夫 球场的扩张，以及上流社会的不断壮大，那些 到处寻找消遣的人将与组织高尔夫会展奖励旅

Suzhou Taihu Golf Hotel 苏州太湖高尔夫酒店

游活动在某一点上达到契合。

海南的MICE亮点 专访神州半岛喜来登酒店总经理Douglas Brennan

在海南举办MICE活动有何独特优势？

神州高尔夫球场是亚太十大顶级球场之一。

作为中国唯一的热带岛屿，海南温暖的气候和 美丽的风景吸引了越来越多的公司前来举办会 展奖励旅游活动。开发成熟的度假区不仅提供 功能性场所和住宿设施，同时也是度假胜地。 海南还有不断成长的高尔夫市场，拥有众多出 色的新球场。这使众多本地企业集团受益良 多，因为它让你的产品进入主办场所变得非常

要想在亚洲蒸蒸日上的MICE市场中更具竞争 力，海南还需付出哪些努力？ 我认为签证限制或其它后勤事务是亟待解决的 问题，尤其是针对想要在海外策划活动的团队 来说。

便利。 众多活动纷纷选址海南，例如今年第三次

明年贵酒店是否会推出新的提升MICE服务的

在海南万宁举办的国际冲浪节。出众的海水和

设施或举措？

气候是其它任何地方无法替代的，这使海南成为

2013年，随着我们作为新开业酒店的不断成

主办此类活动的理想地点。 您期待本地MICE市场如何继续发展？市场接 下来的趋势如何？

长与发展，神州半岛喜来登酒店将继续引进大 量新颖而令人惊喜的创新项目。随着海南最大 的奥特莱斯零售商场预期在2013年一季度开

我们开始注意到越来越多的公司将高尔夫和高

张，我们将在这个区域看到新旅游景点的开

尔夫巡回赛融入它们的年度活动。因为我们的位

放。尽管我们的度假酒店刚刚在今年8月度过

置就在神州高尔夫球会(THE DUNES)的旁边，我

它的第一个周年庆，自开业以来，我们已经受

们认为将来我们将主办越来越多的高尔夫活动。而

到巨大的认同，并获得了海内外的10个奖项。

MICE NOW

37

Level up for Thai MICE Thailand accelerates modernization efforts to attract high-spending corporate travelers and mega-groups

All photos provided by Thailand Convention and Exhibition Bureau 本文所有图片均由泰国会议展览局提供

F

or decades, a steady stream

for the first time as Thailand’s largest

Thomson, Assistant Director of Public

of tourists has been drawn to

tourist source, bringing in US$1.87 bil-

Relations of Bangkok-based Anantara

Thailand’s tropic land, rang-

lion in revenue.

Hotels, Resorts & Spas. Thomson says

ing from globe-trotting students to

For the upper-tier of tourism,

the country “offers unique experiences

wealthy families searching for a gate-

Thailand’s MICE business is try-

from hilltop villages in the north, met-

way to nearby countries. In contrast

ing to woo more cash-flush Chinese

ropolitan city life, and tropical island

with the waning western visitors, stem-

groups, by building itself as a one-

beaches in the south. Coast is also an

ming from a global slowdown, China

stop destination for luxury shopping,

attractive option.” It is only recently

emerged as a bright spot that gave the

leisure vacation and corporate activi-

however, that Thailand has started ca-

local tourism a much-needed boost.

ties. Meanwhile, certain cities have

tering to the MICE crowd. As the na-

Last year saw Thailand attract a re-

received government-level support to

tion develops: so will facilities, invest-

cord 19.01 million tourists entering the

improve infrastructure to handle more

ment and education, allowing Thailand

country, with a hugely promising 57%

mega-events, and to ultimately boost

to add the human attractions to the

growth from China year-on-year, up to

its brand awareness as one of the top

country with plenty natural sceneries.

near 1,800,000. The staggering figure

MICE destinations in Asia.

translates into a swap in position: In

Thailand has always had the at-

early 2012, China overtook Malaysia

tractions to tempt tourists, said Mark

38 MICE NOW

The power of bling MICE tourism has been a large contrib-

ASIA Focus 聚焦亚洲

ing the “MICE Capital”.

utor to Thailand’s growth. Although only approximately 2.76% of Chinese

deep sea port at Bang Rong Port and

China’s high-end business travel-

Chalong Bay Port featuring a revamped

ers and incentive groups have recent-

yacht service center. Another approxi-

ly shown an increasing penchant for

mately 10,000 Chinese MICE visitors

beach destinations in Asia. “For Chi-

will swarm to Phuket in November, as

na’s MICE market, beach destinations,

Thailand plays its part as a host for the

such as Maldives and Tahiti, are now

ProHealth China Convention.

very popular and these are top destina-

Thomson put the nation’s record

tions among Chinese MICE visitors,”

number of Chinese passengers partly

said Thongchai Sridama, Acting Presi-

down to “continued increasing numbers

dent of Thailand Convention and Ex-

of regional flights from mainland China

hibition Bureau (TCEB). In Thailand,

in addition to the ease of tourist VISA

Phuket and Samui stand out as the top

applications, the mainland Chinese

cities to cater to wealthy Chinese seek-

market will continue a strong double

ing quality beach time. Featuring five-

digit growth in a next few years.”

star hotels, meeting facilities and water

Given China’s expected economic

sport activities, these cities are well-

rebound in the last quarter, it bodes well

equipped to play host to international

for MICE operators in Thailand as busi-

ure, generating more than US$91 mil-

MICE groups. Moreover, the latest in-

ness confidence grows steadily in China.

lion in incomes to the country in 2011.

stallation of Jungceylon, a shopping and

About one-fifths of overall MICE visitors

leisure destination in Phuket, is poised to

On the fast lane

from China fall into the category of “lux-

expand support for pre- and post- meet-

While “the sky is the limit for the po-

ury MICE” visitors who generally spend

ings and incentive activities.

tential of the Chinese market for Thai

tourists come for MICE events, the money brought in through this type of tourism greatly outweighs this fig-

more than 30% MICE travelers on average, according to TCEB.

Dubbed the “land of smiles”, Thai-

tourism,” MICE tourism still has a way

land witnessed a record high number

to go before it could attract such growth

Ambitious in establishing itself

of MICE travelers from China this

rates and stability, according to Chat-

as the hub of Asian’s MICE business,

year. The company Amway sent a total

tan Kunjara Na Ayudha, head of the

TCEB designated five cities, Bangkok,

of 15,000 delegates to Phuket, which

Thailand Association of Tourism’s In-

Chiang Mai, Phuket, Krabi and Samui

went through a swift improvement in

ternational Relations, reported by the

and look to enhance its potential in be-

mass transport such as light railway,

Xinhua New Agency. Although further MICE NOW

39

ahead of its neighbors such as Laos, Cambodia and Vietnam, it is still lagging in terms of infrastructure and ability to attract MICE tourism to that of China, Japan and South Korea; the second, third and fifteenth largest economies in the world respectively.

Ambitious to compete headto-head with Singapore over luxury MICE travelers, Thailand is set to boost its infrastructure capacity. It is expected that the construction industry will enjoy a 4% growth from 2011, while proposals for building port and railway constructions are underway.

Thailand’s government has been intently boosting the capacity and attraction to elevate its MICE sector’s competitiveness within Asia. This is also in line with the government’s policy to create new trade and investment opportunities by positioning Thailand as the natural gateway to the ASEAN market, said Sridama from TCEB. Another worry for Thailand however is that their less developed neighbors begin to become a major MICE hotspots, using the attractions it already have, such as Ha Long Bay in Vietnam or Siem Reap in Cambodia to attract groups.

This would be a cheaper alternative for a debatably more memorable visit for two countries with a higher growth rate than Thailand, making the TCEB’s role even more crucial in keeping Thailand the main attraction in the area for MICE groups. Thailand realizes its needs to stay ahead of these other South East Asian nations in terms of growth, adaptability, hospitality, but also as the recognized MICE location in the area.

To combat this, hotels are beginning 40 MICE NOW

to outwardly look for English speaking workers, while also translating signs to accommodate for all visitors. In a clear effort to lure mainland Chinese tourists, Anantara Hotels, Resorts & Spas have hired Chinese-speaking staff to offer an authentic home-feel, including Chinese chefs, Chinese diving instructors and are even equipped with Mahjong, a typical Chinese board game.

On top of this, the TCEB has also embarked on a large scale marketing promotion for 2013. Titled ‘The Year of MICE’, Thailand has three goals for the coming year: “To win more bids to host major international events; to promote the private sector MICE industry in close cooperation with government agencies; and to develop the industry to enhance its global competitiveness.”

These will be supported by a range of activities and campaigns with an initial aim of 81,200 corporate meetings and incentive travelers and US$177 million by the end of 2015, clearly showing its intent to compete internationally through its high development cost, even pledging a US$30,000 financial support offer for corporate meetings in Thailand with a duration of 3 days or more with at least 1,000 participants. The authorities do however concentrate on bringing in luxury MICE visitors, whose spending is approximately US$2,650 per head, as opposed to US$2000 of a normal MICE visitor.

The benefits of MICE tourism in Thailand are undeniable. To stand out among the competitive Asian MICE market, however, Thailand needs to upgrade the infrastructure capacities and increase regional attractiveness over cost. Policy and financial support from the government to ease the gaps are already in place, which signals a promising future for the industry. A proper mix of Thailand’s western 21st century culture and timeless natural beauty will establish the country as a constant magnet in Asia’s MICE industry.

Asia Focus 聚焦亚洲

升级泰国会展业 泰国加快现代化步伐以吸引一掷千金的商务 游客和大型旅游团

十年来，泰国的热带风情持续吸

几

随之发展，从而为这个物产丰饶的国度增添人

引着稳定的旅游客流，他们包括

文魅力。

家前来度假的富裕家庭。全球经济衰退导致了

豪华游的威力

西方游客日益减少，但与之相反，中国崛起成

会展旅游已经成为泰国经济增长的一大推动

为亮点，为当地旅游业提供了亟需的助力。

力。尽管只有约2.76%的中国游客参加会展

漫游世界的学生，以及从周边国

去年泰国吸引了创纪录的1901万入境游

活动，但由此带来的收益却远超出这一数字

落成，必将增大对会前、会后和奖励旅游活动

客，其中接近180万的中国游客较上年大幅

所显示的分量：仅2011年就为泰国带来了超

的支持力度。

增长了57%。这一惊人数字导致了排位的更

过9100万美元的收益。根据泰国会展局的统

泰国素以“微笑国度”闻名，今年来自

迭：2012年初，中国首次超过马来西亚，成为

计，中国会展游客中约五分之一属于“豪华会

中国的会展游客达到创纪录的新高。普吉岛刚

泰国最大的游客来源地，所带来的旅游收入达

展”游客，平均消费比一般会展游客高出30%

刚完成了对轻轨等公交系统、邦荣港、查龙湾

18.7亿美元。

以上。

港的深水海港游艇维修服务中心等项目的快速

就高端旅游而言，泰国的会展业(MICE)

泰国会展局(TCEB)对将泰国建成亚洲会

改造，安利公司就安排15000名销售代表来到

正通过将泰国建成融奢侈品购物、休闲度假和

展业中心表现的信心满满。曼谷、清迈、普

普吉岛。另一波约10000名中国会展游客将在

商务活动于一体的“一站式”旅游目的地，努

吉、甲米、苏梅这五大城市被选为泰国会展业

十一月涌入普吉岛，参与由泰国主办的宝健中

力吸引更多腰包鼓鼓的中国游客。同时，一些

的重点发展城市，以提升泰国成为“会展之

国大会(ProHealth China Convention)。

城市在政府的支持下改善基础设施建设，从而

都”的潜力。

有能力举办更多大型活动，最终提升了泰国作 为亚洲顶尖会展国家之一的品牌知晓度。 总部位于曼谷的安纳塔拉豪华度假村 (Anantara Hotels, Resorts & Spas)公关部

汤姆森将创纪录的中国游客数部分归功

中国的高端商务游客和奖励旅游人群近

于“来自中国大陆航班数持续增长，加上旅行

来日益青睐亚洲海滩旅游地。泰国会展局代局

签证申请便捷，中国大陆市场有望在未来几年

长通猜·斯里达玛（Thongchai

内继续保持两位数增长。”

Sridama，

音译）说：“对中国会展业市场而言，马尔代

鉴于中国经济预期将在第四季度回弹，

Thomson)认

夫和大溪地这样的海滩旅游地现在非常受欢

这对泰国会展运营商来说是个好兆头，因为中

为，泰国始终都有吸引游客的魅力。他说“无

迎，这些都是中国会展游客中的首选地。”在

国的商业信心也将稳步增长。

论是泰国北部的山顶村落、大都市的现代生

泰国，普吉岛和苏梅岛显然是接待寻求高质量

活，还是南部的热带岛屿海滩都提供了独一无

海滩度假时光的富有中国游客的最佳城市。这

走上快车道

二的体验。而海岸也是吸引人的胜景之一。”

些城市拥有五星级酒店、会议设施和水上活动

据新华社报道，泰国旅游协会国际关系部主管

最近几年，泰国的会展旅游业也渐渐起步发

服务，配套齐全，可主办国际性会展。并且，

查坦·昆加拉·纳·阿育达(Chattan Kunjara

展。随着泰国的发展，设施、投资、教育也将

普吉岛购物休闲中心江西冷(Jungceylon)新近

Na Ayudha)表示，尽管“天空才是中国人在

助理总监马克·汤姆森(Mark

MICE NOW

41

泰旅游市场潜力的极限”，会展旅游业

便。为了吸引中国大陆游客，安纳塔拉豪华度

在达到这样的增长率和稳定性之前，仍

假村专门聘请讲汉语的员工，提供地道的家乡感

然有一段路要走。即使，目前泰国已远超

觉。这里还有中国大厨、中国潜水教练甚至提供

邻国老挝、柬埔寨和越南，但在基础设施

中国最常见的游戏——麻将。

和吸引会展旅游方面却仍然落后于中国、

此外，泰国会展局还启动了针对2013年

日本和韩国，它们分别是世界第二大、第

的大规模市场推广活动。这项名为“会展之

三大、第十五大经济体。

年”的活动希望在新一年实现三大目标：在主

泰国渴望与新加坡在豪华会展旅游领

办重大国际活动中更多中标；促进私营会展业

域直接竞争，并已开始提升其基础设施能

与政府部门紧密合作；发展会展业以提升其全

力。预计2011年起，建筑业将增长4%，而

球竞争力。

关于港口与铁路的建设提案正在酝酿当中。

48,596 2011年，泰国接待的中国会展游 客数，约占泰国会展市场总量的 12%

期目标是，到2015年年底计划吸引81200名

以增强其会展业在亚洲的竞争力。泰国会展局

商务会议奖励旅游的游客，创收1.77亿美元，

的斯里达玛说，这也符合其政府的方针，即把

明确表现其通过高开发成本参与国际竞争的意

泰国定位为东盟市场天然水道，以创造贸易和

图，会展局甚至承诺为泰国境内为期三天或以

投资新机遇。

上、至少有1000人参加的会议提供3万美元

同时，泰国担心其不发达邻国也利用越南

经济支持。但政府确实致力于吸引豪华会展游

的亚龙湾、柬埔寨的暹粒等现有景点吸引旅游

客，每名游客消费约为2650美元，而普通会

团，并逐渐成为主要的会展热点。而前往这两

展游客为2000美元。

国的旅游花费更少，可能也更令人难忘，因而

泰国会展旅游所带来的效益可见一斑。

泰国会展局能否继续保持泰国成为该地区会展

但要想在竞争激烈的亚洲会展市场上脱颖而

旅游团主要目的就显得至关重要。泰国意识到

出，泰国还需要更多的升级基础设施，增加地

不仅需要在增长力、适应性、接待能力方面领

区内的性价比。政府用于缩小差距的政策和财

先于其它东南亚国家，也要努力成为同地区举

政支持已经到位，这意味着会展业前途方兴未

世公认的会展地。

艾。泰国二十一世纪的西式文化和永恒的自然

为此，各酒店开始到国外聘请讲外语的 员工，同时翻译指示标志，为各国游客提供方

42 MICE NOW

这些目标将得到一系列活动的支持，初

泰国政府一直重视提升能力和吸引力，

美景相得益彰，而泰国在亚洲会展业中的魅力 也将持久体现。

Sheraton Beijing Dongcheng Hotel & The Great Wall Sheraton “双喜庆生” Hotel Beijing jointly Celebrate Sheraton 75th Anniversary 喜来登在京举办75周年荣耀庆典 Sheraton Beijing Dongcheng Hotel and The Great Wall Sheraton Hotel Beijing co-organized the celebration for Sheraton 75th Anniversary on the evening of 16th October 2012.

The celebration, with a number of over 150 guests from local media and clients, was carried out with a gala dinner. The Sheraton key milestones that have taken places in the past 75 years and Sheraton’s signature guest experiences, including the Sweet Sleeper™ bed, were conveyed to the guests of the event through different kinds of arrangements, including a historical picture gallery at the reception area and a solo dancing around a Sheraton Sweet Sleeper bed placed in the venue.

“For 75 years, Sheraton Hotels & Resorts around the world have welcomed guests, becoming a trusted friend to travelers and one of the world’s most recognized hotel brands,” said Vincent Thong, General Manager of Sheraton Beijing Dongcheng Hotel.

“The two Sheraton hotels in Beijing are proud to be a part of the brand’s long-standing success and help provide Beijing and our guests a gathering place for their unforgettable moments.”

As part of the brand’s celebration in Asia Pacific, Sheraton Beijing Dongcheng Hotel and The Great Wall Sheraton Hotel Beijing invite guests to take part in the celebration with two special offers:

北京金隅喜来登酒店携手北京喜来登长城饭店

•

“75 Free Room Nights” – For 75 days starting from September 1 to November 14, 2012, Sheraton Beijing Dongcheng Hotel and The Great Wall Sheraton Hotel Beijing together with Sheraton Hotels & Resorts in Asia Pacific is giving away 75 complimentary room nights every day. Book a minimum stay of 3 nights and guests can enjoy the third night complimentary. For a stay of six consecutive nights, guests can enjoy two nights complimentary.

For more information, visit www.sheraton75.com.

于2012年10月16日举办了喜来登75周年荣耀庆典。 此次活动以晚宴的形式呈现，当地超过150位 媒体及重要客户到场参与。活动签到区设立的喜来登 历史长廊和包括独舞——《喜来登甜梦之旅》在内的 一系列特色节目和安排，向嘉宾们传达了喜来登75 年历史中的重要里程碑和包括喜来登甜梦之床在内的 喜来登品牌体验。 “75年来，作为世界公认的知名酒店品牌之 一，喜来登酒店及度假村在全球各地欢迎宾客成为旅 行者信赖的伙伴，”北京金隅喜来登酒店总经理唐晓

•

Book 75 Room Nights or more and Earn Triple Starpoints – As the place for game-changing deals, Sheraton Beijing Dongcheng Hotel and The Great Wall Sheraton Hotel Beijing together with participating Sheraton Hotels & Resorts across Asia Pacific celebrate Sheraton’s diamond 75th Anniversary with attractive MICE offer! For Starwood Preferred Planner members, book a meeting or host an event with a total minimum of 75 room nights by 14 November 2012 for meetings held between now and 28 February 2013 and earn three Starpoints for every USD$3 spent.

Starpoints can be redeemed for free room nights with no blackout dates or restrictions, credit off your master bill , in-hotel indulgences, converted to miles with any of Starwood’s airline partners, once in a lifetime experiences at SPG Moments and other rich rewards available under the Starwood Preferred Guest Program.

Visit www.starwoodmeetings.com to take advantage of this limited offer.

锋说道。“北京的两家喜来登酒店感到非常自豪，能 成为品牌辉煌历程的一部分，在北京为宾客提供一个 难忘的社交之地。” 作为亚太地区品牌庆典的一部分，北京金隅喜 来登酒店及北京喜来登长城饭店带来两个特别的周年 纪念优惠：

•

“75 晚免费房夜”– 优惠为期 75 天，从2012

年 9 月 1 日至 2012 年 11 月 14 日，北京金隅喜来 登酒店及北京喜来登长城饭店与喜来登酒店及度假村 诚邀宾客参与庆典，尽享免费房夜。 于2012年9月1 日至2013年1月31日至少预订3晚住宿，即可享受第三 晚免费住宿奖励。优惠也可延伸至以3晚房费尽享4晚 住宿，而连续6晚住宿，则可享受两晚免费住宿。 如需了解更多关于75周年纪念优惠的信息，请访问 www.sheraton75.com。

•

预订75个及以上房夜赢取三倍Starpoints积分 -

北京金隅喜来登酒店及北京喜来登长城饭店与其他亚 太地区参与活动的喜达屋旗下酒店和度假酒店推出极 富吸引力的会议包价以庆祝喜来登75周年庆典。喜 达屋优先会议组织者在2012年11月14日前预订任何 在2013年2月28日前举行的活动，只要住满75房夜 即可赢取三倍积分。 Starpoints积分可无任何日期及限制的兑换免 费房晚，抵消酒店主账单，酒店内消费，兑换喜达屋 航空公司合作方的里程，一生难忘的SPG MOMENTS 活动机会及其他喜达屋俱乐部旗下的惊喜活动。 登陆www.starwoodmeetings.com 了解更多。

For more information, please visit www.sheraton.com/beijingdongcheng or www.sheraton. com/greatwall. 更多信息请访问www.sheraton.com/beijingdongcheng或www.sheraton.com/greatwall

专注细节 追求完美 广州圣丰索菲特大酒店为汽车公司品牌代表团呈现会议晚宴

Sofitel Guangzhou Sunrich presents high-quality banquet solutions for an auto company delegation 活动 | Event Brief

亮点 | Highlights

北京某知名汽车公司在4月选择在广州圣丰索

会议策划团队在事先的内部会议上详细地确定

菲特大酒点举办一场会议活动和晚宴，邀请到

了活动目标，即让客人百分百的满意。酒店强

了品牌管理层和商业伙伴。此次活动的目的旨

大的数据系统记录了每位客人的饮食习惯和偏

在展现品牌形象，增加客户对企业认知程度。

好等细节信息。“我们的会议策划团队才能

鉴于先前良好合作的基础，客人在4月1日向酒

确保客人有兴趣尝试我们的主题茶歇，”Ben

店询问会议安排，并在几天后确认了活动将在

Yang表示。“在掌握客人基本的饮食喜好

4月14日举办。我们随即安排酒店的专业会议

后，我们提出了为其定制的活动安排，包括主

策划团队（Inspire Meeting Planner）全程

题茶歇和倍受客人喜爱的海鲜和法式晚宴。”

跟进，确保为客人呈现一场量身打造的会议活

同时，鉴于活动规模庞大并是酒店常

动。由120位宾客组成的代表团将在酒店下榻

客，此次活动的代表团还享受到了VIP 计划的

并享用晚宴。

好处。策展团队在客人下榻前根据每位客人的 习惯事无巨细地再三确认客房的细节，让他们

挑战 | Challenges

体验到宾至如归的感觉。

承办活动的最大挑战在于，在非常有限的准备

反馈 | Comments

时间内满足客人的各种细节要求，包括临时增 添的茶歇服务和晚宴地点的变动。通常酒店需

沟通和灵活的应变措施，活动的过程还是非常

活动会议组织公司向酒店寄来表扬信，对宴会

提前1天通知餐饮部门安排茶点。我们的策展

顺畅的，”广州圣丰索菲特大酒店的MICE总

和会议细心周到的服务表示感激。代表团对

团队取得酒店管理层的理解，立刻联系餐饮部

监Ben Yang说，“所有的茶歇工作在4小时内就

此次活动流畅的衔接和专业的服务意识和水平

的同事迅速备用的点心和饮料。

顺利完成了。过程可谓一波三折，但我们团队对

印象深刻。“他们表示整场活动十分完美，并愿

能高效应对客人临时需求感到非常自豪。”

意今后继续选择与我们合作，” Ben Yang说。

“鉴于酒店充分完备的前期准备，高效的

44 MICE NOW

CASE STUDY 案例分析

聚八方力量 呈年度盛宴 万豪国际酒店集团举办“上海根与芽万豪慈善晚宴”，为年 度慈善盛会画上圆满句号

Marriott International finishes annual charity events on a high note 活动 | Event Brief 秉承万豪集团贯有的“服务精神”和对社区的 关爱，万豪旗下在上海，杭州，苏州，宁波，

全等，上海龙之梦万丽酒店的总经理Robert Lohrmann总结道。

武汉的酒店再次济济一堂，策划举办了“上海

亮点 | Highlights

根与芽万豪慈善晚宴”。今年的晚宴于2012

活动当晚由热闹的鸡尾酒社交聚会拉开序幕。

年9月15日在上海雅居乐万豪酒店举行，并成

嘉宾在期间享用精美准备的香槟和小食，并穿

功筹集到人民币66.8万元善款。活动邀请了

梭于在由根与芽筹办的慈善义拍展品间。在正

500多名宾客前来参加，并通过以现场拍卖、

式晚宴开始前，抽奖礼券已经售罄。酒店为当

缄默拍卖和购买抽奖券的方式支持慈善事业。

晚的晚宴精心安排了五道精美的菜式，更是邀

此次活动是万豪集团上海酒店在2012年

请到了Studio

188乐队前来助阵。晚宴的气

第二次为“上海根与芽”组织的慈善活动。通

氛也随着穿插于晚宴中的现场拍卖一轮高于一

过这两次活动，万豪集团上海酒店总共筹集到

轮的报价节节攀升。“这归功于我们富有经验

了人民币1,018,000元，支持根与芽发起的百

的拍卖员，现场的拍卖热情超出了我们的预

万植树计划目标为拯救内蒙古地区由于不合理

期，”Lohrmann说。

开荒导致的荒漠化。

反馈 | Comments 挑战 | Challenges

“我们对这次结果感到十分惊喜”万豪集团上

相较6月份的高尔夫慈善活动，晚宴虽在室内

海地区酒店商务委员会主席卢思沃说，“中国

举办，仍考验主办方的组织经验和调动活动气

的万豪酒店也在2年前启动了‘尚自然’环保

氛的能力。

行动，改善在运营中对环境的影响，以此保护

细节的考量包括各家万豪酒店协调准备自

中国纯净水资源。我们很自豪地宣布将持续支

助餐，拍品展示，穿插于晚宴中的娱乐节目，

持根与芽发起的环境保护工作，并在2012年

确保当晚用于拍卖和抽奖互动的高价值展品安

用筹集到的善款帮助支持“百万植树计划”。

MICE NOW

45

Hotel Review 酒店评论

珠海市兆和投资有限公司 珠海市兆和投资有限公司成立于1997 年初，为综合性的投资开发公司，主营房地 产开发及投资，兼营物业管理、商业等业 务。公司以珠海为发展基地，业务辐射至长 三角及北京等地区。公司股东在香港注册有 中国兆和投资集团有限公司、建胜国际投资 有限公司等近十家公司。现公司自有物业总 面积近40000平方米，拥有700余名员工。 企业在10年的历程中不断成长，规模也不断 扩大，并赢得了不俗的口碑。

水乡之镇的商务新选 无论是商务办公，还是休闲度假，镇江兆和皇冠假日酒店 均是商务旅客的心仪首选

于

今年8月份新建落成的镇江兆和皇冠假

求。专业的会务团队还能量身定制方案，可谓

日酒店坐落位于江苏省金山湖畔，毗

周到贴心。

邻市中心。作为镇江市区内7家五星级酒店之

酒店的另一大特色在于融汇中西的多个风

一，镇江兆和皇冠假日酒店一跃成为地标性酒

格迥异的餐厅,

店，大大提升了当地接待能力，为江浙一带的

粤式阿一鲍鱼。位于酒店3楼和5楼的豪华典雅

商务旅客提供了新的舒适上选。

阿一海鲜中餐厅和阿一鲍鱼中餐厅，由香港阿

镇江兆和皇冠假日酒店位处镇江市中心， 可谓是长江路上唯一坐拥“不尽长江滚滚来” 的壮丽景色国际品牌酒店。酒店建筑主体宏伟 壮观，毗邻大市口商业街及镇江八佰伴购物中 心。四周自然景观则清新怡人，充满江南山水 韵味。得天独厚的地理位置优势使得客人在10 分钟内便可轻松去往拥有“天下第一江山”头 衔的北固山、焦山、金山寺等旅游景点，距南 京禄口机场仅60分钟车程。 酒店配备有313间可俯瞰景致的宽敞客 房，其中包括28间行政大床房，25间豪华套 房及一间总统套房。所有房间均专设舒适的 工作区域，液晶平板电视，高速无线互联网 络等一系列商旅必备的客房设施。此外，位于 23-26层的酒店行政楼层，专为商旅精英人士 量身打造，享有快速办理入住及离店手续、免

其中最为突出的是名满天下的

一鲍鱼餐饮管理有限公司倾情打造，以烹制驰 名世界的阿一鲍鱼名菜：鲍鱼，鱼翅，海参等 扬名天下。身为“阿一鲍鱼”创办人，杨贯一 先生享誉全球美食界，是当今全球三大御厨之 一。杨贯一先生多次应邀到北京人民大会堂及 钓鱼台国宾馆为中国领导人展现厨艺，炮制“ 天下第一鲍”。 酒店包房多达23个，共324个 座位，适合大中家庭聚会或商务宴请。 无论是在大堂酒吧轻松的下午茶时光，还 是在日落时分品尝各类鸡尾酒，酒店安逸休闲 的氛围都能为MICE旅客在忙碌公务之余带来 专属水乡之镇的静谧体验。酒店4楼的颐尊水 疗倡导清闲静摄的养生理念，为旅客在繁嚣都 市里营造一片舒活心灵的静逸绿洲，宛如置身 山水之间、与自然融为一体。

费自助早餐、全天候茶饮小店等礼遇。 在接待大型MICE团队方面，酒店的硬件 设施也一应俱全。2215平方米的会议场所拥

镇江兆和皇冠假日酒店

有7间会议室和可容纳500人同时用餐的豪华

江苏省镇江市长江路27号 (212002)

宴会厅。灵活的会议空间可以满足董事会议，

电话：+86 511 88959888

新品发布或公司年会等不同规模和性质的需

www.ichotelsgroup.com

46 MICE NOW

环保理念 锦上添花 专访北京金融街威斯汀大酒店总经理福特

Interview with Stephen Ford, General Manager of The Westin Beijing Financial Street 持续会务计划(SMP)。通过可持续会务计划， 我们对整个会议流程进行重新思考，包括计 划、执行和会后阶段，使客户在作出选择时考 虑到可持续性问题。 您能否具体举例说明在执行可持续会务计划后 实际带来的环保效应？ 截止2012年9月，酒店约90%的会议遵循了绿 色标准，共计18,800名客人参与。期间，减少 了12,000个塑料瓶的消耗，因为我们安置了饮 水点，取代瓶装水的供应。 选择威斯汀绿色客房的每位客人会在退房 时还会被授予一张精心设计的证书，上面记录 有他们节约下的电能，并留作纪念。目的是希 望激励客户注重环保节能。假定客户没有完成 挑战的指标，他们仍将收到一张倡导减少碳排 放的纪念证书。 北京金融街威斯汀大酒店总经理 福特 Stephen Ford

酒店MICE业务主要针对哪类客户群？ 我们有很好的客户组合，从银行业和金融业公 司到政府部门和领先的奢侈品品牌公司。 对东道主而言，赢得MICE项目的关键何在？ 在我看来，我们应当本能地与客户进行沟通， 把它作为一个持续的过程，以便了解他们的需 求和困难，通过对一些理念的独特策划，使他 们的组织体验和我们完美融合而又别具一格。 您对2013年的MICE市场演变有何期望？ 中国的会展奖励旅游行业经历了多年强劲增 长。随着国内国外客流量的增加，呈现出巨

MICE在酒店中业务中占据怎样的地位？

酒店对于继续推广绿色会展奖励旅游(Green

大的上升势头。从所有5星级酒店每间客房收入

会展奖励旅游是我们酒店一块重要的业务，平

MICE)有何规划？

(RevPar)的明显增长看来，北京的市场状况相当

均每年对酒店总体盈利的贡献超过20%。此

北京金融街威斯汀大酒店正致力于一项视野广

乐观。我坚信，在2013年，这一趋势将会继续。

外，这让那些原本不熟悉我们的代表团接触到

阔的、包含我们行为对环境，社会及金融长期

北京金融街威斯汀大酒店，为将来个人入住或

影响的可持续发展运动。通过面向客户的倡议

使用我们的餐饮场所创造了机会。

以及我们的自身运作，我们的绿色客房可持续 计划(Green Room Sustainability Program)

请问酒店的MICE服务特色何在？

采用了一整套环保措施，同时，我们在决策过

我们的特色在于创新的烹饪理念同具有出色技

程中充分考虑到社会性考量。为此，酒店对两

艺和丰富经验的团队的结合。

个楼层的客房进行了重新设计，加入诸如高效

餐饮厨师团队结合健康活力食品理念， 推出会间茶歇SUPERFOODSRX菜单及各

照明、垃圾分类回收、绿色客房整理、中水系 统，双键马桶和低流量水龙头等环保设施。

种饮品选择，让与会者保持头脑清晰，同时摄 取丰富的营养，包括提供核桃，苹果，番茄等

在环保方面，酒店还采取了哪些方面的措施？

食品。

在成功推出绿色客房项目后，我们继续打造可

48 MICE NOW

福特 ( S t e p h e n F o r d ) 来自英国， 在酒店业拥有超过40年的专业管理经 验，目前就任北京金融街威斯汀大酒店 总经理，同时兼任喜达屋酒店及度假村 管理集团中国北方区副总裁，区域董事 经理职务。在此之前曾在深圳瑞吉酒店担 任总经理及喜达屋酒店及度假村管理集团 中国南方区副总裁，区域董事经理职务。

INTERVIEW 经理专访

活力之都的MICE亮点 专访成都总府皇冠假日酒店总经理何威廉

Interview with William Hall, General Manager of Crown Plaza Chengdu City Center 酒店当前面临的主要挑战是什么？ 随着大量新酒店涌入成都，这将帮助我们更加 关注顾客需求。今年初，我们完成了全部会议 设施的重新装修，确保酒店以最佳面貌迎接顾 客。新建基础设施也对酒店有利，今年9月开 通的地铁2号线春熙路站令酒店交通便捷。 全球经济衰退波及成都市场，但无论如 何，我们依旧成绩斐然。我相信这一细分市场 仍将成为酒店的重要支柱。 您对成都2013年的MICE市场变化有何预期？ 我相信成都的MICE市场将在2013年继续增 长，并出现飞跃。2013年6月，成都将主办第 12届全球论坛(the 12th Global Forum)，这 是该论坛第4此在中国举行。第一次是1999年 在上海，第二次是2001年在香港，第三次是 成都总府皇冠假日酒店总经理 何威廉 William Hall

2005年在北京。而作为会议的结果，举办活 动的城市和地区将获得极大的公众曝光率。 酒店将采用哪些新战略来应对？ 作为重要的市中心酒店，成都总府皇冠假日酒 店将继续翻新和培训计划，确保我们成为会议 组织者中意的选择。作为洲际酒店集团(IHG) 的一部分，我们可以受益于遍布全球的，广泛 的市场营销网络——包括公司能为会议组织者 提供的，很受欢迎的优悦会奖励计划(Priority Club Meeting Rewards Points)。洲际酒店 集团是大中国区最大的国际酒店公司，拥有超 过180家酒店，发展十分迅猛。 洲际酒店管理酒店在中国拥有6个品牌的酒 店，我很荣幸能够领导皇冠品牌和洲际公司在

MICE在酒店的业务中占据怎样的地位？

取得最大收获。我们酒店屹立于活力之都成都

成都的酒店之一。我们向着2013继续迈进，

非常重要，因为会议不仅有开会需求，同时也

的市中心，虽然不是度假酒店，但我们为全国

这又将是激动人心的一年。

带来住宿需求。我们酒店拥有各式会议室，其

各地的会议组织者提供能快捷抵达的与会地以

中包括演播厅和大型无柱宴会厅。这让我们能

及城内各旅游景点，如您只需半日行程便能尽

够十分灵活地为会议组织者提供适合他们需求

情游览大熊猫繁育基地。

的套餐服务。

何威廉 ( W i l l i a m H a l l ) 出生于英

酒店MICE业务的主要客户群来自哪些行业？

国。从2000年至2009年，他一直任职

根据您的观察，近年来兴起的“度假式酒店”

无论是国际的还是中国，对中国西部地区有兴

于上海，并担任上海饭店协会国际品牌

理念是否迅速为中国人所接受？原因是什么？

趣的公司企业。

会主席。何威廉于2009年9月开始担任

度假式酒店的目的地安静怡人，适合特定类型 的会议。 地处三亚海滩或是类似丽江山区等酒店可 以帮助与会者达到真正的放松，并且在会议中

这些行业不尽相同，如上述提及的汽 车、IT，以及化工、医药、零售企业和其它更

成都总府皇冠假日酒店的总经理一职。 他的爱好包括骑游，摄影及旅行。

多行业。除此之外，当然不能忘记贯穿全年的 婚礼、生日和年终庆典等社会活动。

MICE NOW

49

把握经济改革特区的会议旅游新机遇 专访深圳大梅沙京基海湾大酒店总经理郭斌

Interview with Andrew Guo , General Manager of Kingkey Palace Hotel Shenzhen 支专业、高效的MICE活动策划服务团队，由 来自市场销售部、餐饮部、房务部等部门的专 业酒店经理人组成，以其丰富的从业经验服务 于MICE客户，确保为他们提供高水准、个性 化的MICE活动体验。 在您看来，举办一场成功MICE活动的关键何在？ 从酒店接待的角度来说，永远把客人的需求放 在第一位，积极协助组织者策划活动接待流程 和细节，酒店各部门发扬高度的团队协作精 神，确保高效、流畅的全程服务，绝对是举办 一场成功MICE活动的制胜法宝。正因为良好 地把握住举办成功MICE活动的关键，才使得 我们拥有越来越多的忠诚MICE客户。 请问酒店目前MICE客源的组成如何？ 根据数据统计和分析，酒店今年的MICE客源 主要来自于深圳本地、广州、北京、上海、武

深圳大梅沙京基海湾大酒店总经理 郭斌 Andrew Guo

汉、长沙等全国一线城市和省会城市，还有部 分来自深圳周边城市的商务公司，主要客源行 业包括汽车、服装、珠宝、医药、IT等。 您预计2013年深圳的MICE市场会有哪些新 的变化？ 随着高铁的迅速发展，越来越多的二、三线城 市加入了MICE市场竞争的队伍，这对于我们 来说既是挑战也是机遇。 酒店是否会在明年推出新的MICE设施或者推 广项目？ 在深圳举办MICE活动有哪些优势？

公园、明思克航母世界等，交通十分便利，距

深圳作为中国第一经济特区，30年来一直走在

离深圳沙头角口岸仅10分钟车程，30分钟即可

改革发展的前沿。特别是2010年深圳特区扩

到达罗湖火车站，45分钟到达宝安国际机场。

容后，为深圳的发展和与香港特别行政区的合

明年，我们将充分发挥区域优势，加强与周 边产业的合作，推出海上游艇等高端MICE产 品；同时也将针对二、三线城市的客人打造 高性价比产品套餐，全方位满足不同客源对 MICE产品的需求。

作开辟了更加广阔前景。同时深圳也是一座海

在你们酒店，MICE业务扮演着怎样的角色？

滨城市，气候温和、风景优美、交通便利，旅

现今，MICE业务已逐渐成为酒店的主要客源

游业非常发达。深圳以其现代、活力、迷人的

来源之一，促进客房、餐饮、康体等全方位酒

独特风貌吸引着全国和全世界的往来宾客。

店经营利润的增长，可以说MICE市场的开拓

郭斌 ( A n d r e w G u o ) 拥有二十多年

与发展对于我们来说具有举足轻重的意义。

专业且丰富的国际酒店管理经验，他曾

酒店的地理位置如何？

在深圳大梅沙喜来登度假酒店、深圳福

深圳大梅沙京基海湾大酒店是京基集团在深圳

酒店关于MICE的特色服务包括哪些？

朋喜来登酒店、上海机场华美达酒店、

东部海滨打造的第二家豪华五星级酒店，坐落

深圳大梅沙京基海湾大酒店作为一家位于深圳

沈阳万豪酒店等国际品牌酒店任职。

于大梅沙海滨度假胜地，毗邻大型综合旅游景

东部海滨的集休闲度假和商务会议为一体的综

区东部华侨城、大梅沙海滨公园、大梅沙游艇

合性酒店，除了具备广阔海景、静谧沙滩、便

会、大梅沙奥特莱斯购物村，邻近小梅沙海洋

利交通等地理环境优势之外，酒店还组建了一

50 MICE NOW

interVIew 经理专访

人文旅游与拓展会议的完美结合 访宜昌万达皇冠假日酒店总经理高家富

Interview with Riche Ko, General Manager of Crowne Plaza Yichang 城市的迅速进驻加速了这一趋势。MICE客户 在选择酒店时更加注重举办地酒店提供的增值 服务，在会议成本大幅降低的同时能带给与会 者更多新鲜、便捷的体验。 为什么MICE游客热衷于武汉？ 地理位置上，武汉市为九省通衢，便利的交通 极大的提高了MICE客户的行程效率。作为省 会城市在浓厚的商业氛围影响下，洲际等众多 国际知名五星级品牌酒店为MICE客户提供了 丰盛的选择，武汉市内及周边城市的旅游资源 同时助长MICE业务在武汉的繁盛发展。 对于初访宜昌的MICE客人，酒店周边有哪些 热门旅游景点推荐？ 众所周知，宜昌的三峡大坝闻名遐迩，汇集自 然风光和民俗风情的三峡人家，秀美的清江画 廊，壮阔的西陵峡口都非常值得MICE客人一

宜昌万达皇冠假日酒店总经理 高家富 Riche Ko

观。值得一提的是宜昌万达皇冠假日酒店坐落 于美丽的长江之畔，乘车到达以上任何一个景 区均在一小时内，交通非常便利。 目前酒店面临的最大挑战何在？ 酒店位于内陆旅游城市，季节性影响带来的旅 游淡季对酒店MICE生意带来的冲击是无法避 免的。怎样在淡季弥补MICE生意的空缺是酒 店面临的最大挑战。

在你们酒店，MICE业务扮演着怎样的角色？

络所覆盖，使与会者能随时随地连接网络；面

宜昌万达皇冠假日酒店作为高端商务会议型

积为1080平米无柱皇冠宴会厅及10个多功能

酒店，MICE业务对酒店生意做出的贡献达到

会议厅具备各种形式及规模的会议接待能力。

35% 以上。酒店所在的城市-湖北宜昌，具有

皇冠会务总监及其团队能在2小时内提供会议

丰富的旅游资源，在旺季期间奖励会议对生意

组织者所需会议报价，并从始至终协助会议组

做出的贡献超过40%,由此可见MICE业务对于

织者做好会议的筹备和管理工作。除此之外，

本酒店的影响是举足轻重的。

对会议组织者优悦会会议奖励积分回报也是丰 厚的。我们还充分利用宜昌旅游城市的特色推

酒店在MICE业务上推出哪些特色服务？

出了会议加旅游产品的整体包价，根据会议整

作为洲际酒店管理集团旗下的皇冠假日品牌，

体日程安排为会议组织者提供多种不同目的地

在今年进行了一系列的品牌焕新，完成了从“

选择，为其节约大量时间和精力。

酒店在2013年在MICE业务上会推广哪些新 的项目和策略？ 根据目前当地政府对旅游资源的大规模整合 与开发，酒店将把历史文化主题旅游与酒店 MICE业务相结合为客人提供全新体验。以贯 通东西的高铁为契机，提供优惠的会议价格及 超值的酒店服务吸引MICE客户。与此同时，酒 店将加强与外地及本地专业会议组织者的沟通 与合作，一同探索更多新的发展机遇，使宜昌 万达皇冠假日酒店在MICE市场更具竞争力。

会聚之所”向“功成·旅就”的转变，新的品 牌理念指引我们为会议客人提供全新和完善优

据您观察，国内MICE行业发展有哪些新兴的

高家富 ( R i c h e K o ) 于2012年7月任

质的服务。

趋势？

职为宜昌万达皇冠假日酒店总经理，拥

随着国内快速交通系统的发展和延伸，MICE

有20多年酒店管理工作经验。

酒店的会议设施如何？

举办地重心渐渐从一、二线城市向三线城市转

在宜昌万达皇冠假日酒店，全酒店均被无线网

移，洲际等国际五星级品牌酒店适时的在三线

MICE NOW

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福建海西地区首家豪 华酒店泉州万达文华 酒店揭幕

索菲特奢华酒店集团拟于 2015年前在华再建10间酒店 索菲特奢华酒店集团自2007年展开的 品牌重新定位现己完成。集团由现时至 2015年定下两大目标，包括进一步增强 品牌价值，以及于2015年在其重点发 展城市与主要旅游热点扩展至150间酒 店。酒店拟在2015年前再建成包括上海 华敏世纪索菲特大酒店、三亚理文索菲 特度假大酒店和昆明索菲特大酒店在内 的共10家酒店，进一步扩张在华版图。

万达酒店及度假村管理有限 公司自主运营的第三家国际 豪华酒店——泉州万达文华 酒店于2012年9月隆重揭 幕。酒店地处泉州市中心商 务区，毗邻泉州浦西万达 广场。泉州万达文华酒店的 322间客房与套房风格现代 豪华，拥有11间多功能厅和 1378平方米的无助时大宴 会厅。至2014年底，旗下管 理的酒店将会遍布北京、上 海、武汉等门户城市和区域 中心城市，发展至38家。

千禧国敦酒店集团加速在中国 地区扩张 千禧国敦酒店集团于2012年9月签署 了其在中国的第一家度假酒店-杭州千 禧度假酒店的管理合同，预计于明年三 季度开业。千禧国敦酒店集团自2006 年进入中国市场已拥有6家酒店，并计 划在接下来的三年内继续扩张，在中国 市场增加855间客房。除杭州千禧度假 酒店外，另外两家分别位于非常受欢迎 的旅游度假胜地和商业中心城市，位于 四川的成都M酒店（194间客房）和位 于福建的福清创元千禧大酒店（510间 客房）。

上海绿地万豪酒店推温暖冬季 会议方案 宁波泛太平洋大酒店迎来首批 宾客 位于上海以南的宁波东部新城的宁波泛 太平洋大酒店于8月正式开业。酒店整 体采用现代建筑风格，设有415间融合 了中国艺术风格的客房。酒店毗邻宁波 国际会展中心，成为当地商务会议新地 标。它它拥有九个会议场地，包括一个 420 平方米的多功能会堂。其2,000 平 方米无柱式宴会厅是宁波最大的婚宴、 会议和用餐场地之一。 52 MICE NOW

上海绿地万豪酒店座落于黄浦江边，拥 有1,600平方米的会议宴会空间。酒店 近期推出冬日特别团队会议专案，每人 每天人民币1080。包括：豪华城市景 观房一晚（含次日一份自助早餐）；全 天会议室场租；一次工作午餐（中式套 餐或自助午餐可供选择；上，下午各一 次标准茶歇；会议基础设备（纸，笔， 矿泉水，薄荷糖，活页夹）。冬日特别 会议专案对 2012年12月1日至2013年 2月28日的会议团队有效。及首家拥有 顶级豪华私人会所——名仕会的酒店。

Industry update 行业新闻

富豪酒店与烟台富饶工贸集团 签订新酒店合作协议 富豪国际酒店集团与烟台富饶工贸集 团，签订一份山东烟台五星级酒店项目 之管理合作意向书。酒店预计于2015 年第三季度开业。烟台富豪酒店项目的 可建筑面积为36,000平方米，约有300 间设备完善的客房。酒店位处的烟台富 饶时代广场开发项目，将发展为城市商 业综合体，包括酒店、大型商业和金融 中心、商场、公寓等。

神州半岛喜来登度假酒店开业 一周年庆 神州半岛喜来登度假酒店于2012年8月 举办一周年店庆典。神州半岛喜来登度 假酒店是由中信泰富集团为开发神州半 岛而投资兴建的滨海度假酒店。自8月 开业以来，以接待国内外的休闲度假客

洲际酒店集团华邑酒店及度假 村在华签约八家新酒店

人，商务，展览和大型的公司会议及团 队活动为主。一年内，酒店成功接待过

洲际酒店集团于今年8月宣布了其全新 高端国际酒店品牌华邑酒店及度假村的 第一批签约酒店名单。自今年3月华邑 酒店及度假村品牌发布以来，洲际酒店 集团已经在上海、北京，以及全国六个 新兴商务休闲城市签署了八份酒店管理 合同。八家全新“华邑”酒店的签约将 使华邑酒店及度假村品牌现有的在建客 房数量增加至2800间。

中非论坛、2011海南欢乐节、2011第 一美差、梅赛德斯奔驰等大型会议。

全球第88家四季酒店 广州四季酒店盛大开业 四季酒店集团其麾下第88家酒 店——广州四季酒店于2012年7 月开业。高达103层的广州国际 金融中心（IFC）坐落于珠江河 畔，广州四季酒店占据其主塔楼 顶部30层及用作宴会及会议场地 的裙楼部分楼层。其全部302间 客房和42间套房均带有落地玻璃 窗，室内光线充足，装饰精美。 位于97层的总统套房内还摆放了 原创艺术作品，更增添其现代风 格。酒店还坐拥3,585平方米的宴 会及会议空间，酒店的三间大宴 会厅与8间会议厅可提供10到720 人的各类宴会。

北京凯宾斯基饭店推完美年会 闪耀套餐 值20周年店庆之际，北京凯宾斯基饭店 为不低于50人的团队推出量身定制的年 会套餐，分别为“黄金律动之夜”套餐 （人民币 388.00 元净价/位）；“钻石 律动之夜”套餐（人民币

588.00元净

价/位）；“20周年闪耀黄金篇”套餐 （人民币888.00元净价/位）；“20周 年璀璨钻石篇”套餐（人民币 1,992.00 元净价/位并含一晚住宿)。套餐有效期为 2012年11月19日至2013年2月25日。

appointments 经理任命

苏州独墅湖世尊酒店更名并任 命John Bertram为总经理 苏 州 独 墅 湖会议酒店更名为苏州独墅 湖世尊酒店，由独立酒店集团Worldhotels管理。来自澳州的John Bertram被任为酒店总经理全面负责运营 工作。Bertram拥有24年的酒店管理经 验，曾服务于希尔顿国际酒店，后又任 职于Carlton Crest H otel和Treasury Casino & Hotel等。履新前，Bertram 为无锡君来世尊酒店总经理。

上海外高桥喜来登酒店任命 赛斯为总经理

长沙万达文华酒店任命 鲍瑞斯·布鲁伯为总经理

将于2012年底盛大开业的上海外高桥喜

鲍瑞斯.布鲁伯先生被万达酒店及度假村 管理有限公司任命为长沙万达文华酒店 总经理。来自德国的鲍瑞斯.布鲁伯先生 在他15年的酒店管理生涯中，先后在凯 悦、希尔顿等国际知名酒店集团中担任 高级管理职务，足迹遍及欧洲、中东及 亚洲。在此任命前，鲍瑞斯.布鲁伯先生 任泰国曼谷华欣希尔顿温泉度假酒店总 经理一职。

来登酒店近日任命赛斯为总经理。酒店 将成为上海地区喜达屋酒店及度假酒店 集团管理的第十家酒店。此前，赛斯是 西安喜来登酒店的总经理。在他的领导 下，这座已开业20多年的喜来登酒店成 为西安地区最受欢迎的国际酒店之一。 来自马来西亚的赛斯自从1997年就加入 了喜达屋集团，是个资深的酒店人。

威廉·拉图尔担任开维·三亚 海棠湾凯宾斯基酒店总经理 开维·三亚海棠湾凯宾斯基酒店11月 任命威廉·拉图尔为总经理。来自法国 的威廉·拉图尔曾掌舵于世界著名的度 假胜地博德鲁姆（土耳其）凯宾斯基酒 店，此前更是供职于跨越11个国家的 多家高端酒店集团。

叶斌就任福州中庚喜来登酒店 总经理 喜达屋酒店与度假村国际集团于2012年 8月任命叶斌为福州中庚喜来登酒店总 经理。拥有25年酒店行业从业经历，叶 斌曾先后在上海、深圳、常熟等地香格 里拉、雅高及喜达屋集团旗下酒店担任 高层管理要职。在此任命之前，叶斌曾就 任印尼雅加达喜来登酒店总经理一职。

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麦凯德被任命为上海金桥红枫 万豪酒店总经理 麦凯德于近期被任命为上海金桥红枫万 豪酒店的总经理。 他有长达20多年的专 业酒店经验。自1989年加入万豪国际集 团后，他曾在丽兹卡尔顿、JW万豪及万 豪行政公寓等品牌担任资深管理职位。 此前，他是上海虹桥万豪大酒店的总经 理。他将带领他的管理团队筹备开业金 桥地区的第一间万豪酒店。