mice now august 2013
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China Economic Review - Mice NowTRANSCRIPT
INSIDECOVER STORY BROCADE CITY SHOW封面故事花重锦官城
MARKET SURVEY HOW TO WIN THE HEARTS OF CHINESE调查报告中国客到底要什么
ASIA FOCUS THE ENCLAVE OF CHARM AND GAMBLING聚焦亚洲赌城迷情
Chengdu’s MICE industry is putting the city on the world map蓉城面向世界着力打造MICE产业新景观
Chengdu in bloom成都的花样年华
AUGUST 2013
AUGUST 2013
www.chinaeconomicreview.comwww.chinamicenow.com
INTERVIEW 经理专访
12 WESTIN WAY 顶级品牌拓展新兴市场Interview with Douglas Ariza-Giammaria, General Manager of The Westin Hefei Baohe专访合肥万达斯汀酒店总经理道格拉斯先生
MARKET SURVEY 调查报告
14 HOW TO WIN HEARTS AND MINDS IN CHINA
中国客到底要什么A MICE NOW survey uncovers the key issues for hotels looking to attract Chinese business travelers国内商务会展人士出境游入住酒店需求调查
ASIA FOCUS 聚焦亚洲
18 MACAU: ENCLAVE OF CHARM AND GAMBLING
赌城迷情Falling in love with the dazzling nightlife of Macau澳门斑斓多彩的夜生活让众游客流连忘返
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INSIDECOVER STORY BROCADE CITY SHOW封面故事花重锦官城
MARKET SURVEY HOW TO WIN THE HEARTS OF CHINESE调查报告中国客到底要什么
ASIA FOCUS THE ENCLAVE OF CHARM AND GAMBLING聚焦亚洲赌城迷情
Chengdu’s MICE industry is putting the city on the world map蓉城面向世界着力打造MICE产业新景观
Chengdu in bloom成都的花样年华
AUGUST 2013
COVER STORY 封面故事BROCADE CITY SHOW花重锦官城
4High-end hotels flock to Chengdu as the local MICE market booms成都繁盛的国际会展活动吸引着高端酒店竞相入驻
MICE NOW 3
成都正在力争戴上“世界级MICE名
城”的桂冠。今年6月初，全球各
大企业总裁齐聚于此，参加第十二届全球
财富论坛；9月，世界华商大会将在当地
拉开帷幕；10月，中国西部国际博览会
也将亮相蓉城……从这一桩桩国际盛事中
人们不难发现，成都的MICE行业已逐渐
在国际舞台崭露头角，“三日一次国际会
展”成为了该市MICE行业的真实写照。
随着西部大开发战略的推进和“新三
最”（创业环境最优、人居环境最佳、综
合竞争力最强）城市定位的确立，成都会
展业规模大幅升级。成都博览局数据显
示，去年该市举办的各项重大会展节庆活
动数量由2009年的320个猛增至456个（其
中国际会展112个）；会展业直接收入超过
50亿元，比2009年翻了一番，间接拉动
相关产业收入约420亿元，占当年度全市
GDP的5%。而这一串串耀眼的数字并非
出自偶然。
优势尽显在许多人的印象中，成都是充满着闲
情野趣的千年古城，素来被称为“天府之
国”。“晓看红湿处，花重锦官城”（杜
甫），这一流传千古的诗句正是对巴蜀蓉
城的最佳诠释。
作为具有深厚文化底蕴和丰富旅游资
花重锦官城成都繁盛的国际会展活动吸引着高端酒店竞相入驻
成都富力丽思卡尔顿酒店
MICE NOW4
源的城市，成都的天然优势是国内其他会
展城市所无可比拟的。“成都主要以旅游
产业和轻工业为主，它的地理位置，气候
以及消费层次都非常适合办展会，未来市
场潜力巨大。”新加坡奥润特会展集团成
都分公司总经理唐光良表示。
在展会成本方面，成都市场同样展现
出明显的优势。“与上海等一线城市相
比，在成都举办MICE活动至少能节省下
20%的成本，无论是场馆、人工还是交
通。”唐光良如是说。
最重要的是，该市日益优越的投资及
交通环境也助推了当地MICE行业的蓬勃
发展。据悉，目前已有近半数的世界五百
强企业在该市安家落户，其中包括英特
尔、IBM、西门子、戴尔、飞利浦。整体
数量在中西部城市中居首。此外，成都还
是中国第四大航空城，当地双流国际机场
现已开通国际航线64条，国内航线145
条，交通往来十分便捷。
国际化程度的不断加深，国际MICE
活动的日益繁盛，吸引着全球越来越多的
豪华酒店品牌来此安营扎寨。
品牌绽放万豪集团麾下的五星级酒店品牌——
丽思卡尔顿酒店将于今年9月在成都开业
迎宾。该酒店选址于成都中心城区，拥有
353间客房，超过1761平方米的会议场
地，包括配备超新音频视频技术的豪华宴
会厅、宴会厅以及七间会议室。作为丽思
卡尔顿酒店管理集团在西南地区的首家奢
华旗舰店，有望为这座城市的绅士淑女们
带来更多精彩体验。
成都富力丽思卡尔顿酒店总经理克里
斯·克拉克（Chris Clark）表示：“3年
前我们就开始寻求在此设立酒店。值得庆
幸的是，丽思卡尔顿能抢在许多其他品牌
之前进驻成都，要知道现在所有的知名酒
店品牌都在觊觎这一市场，未来3-5年成
都还将新添更多的酒店品牌。近期举行的
全球财富论坛使成都获得了全世界的关
注。未来我们可以借助举办MICE活动的
机会来吸引更多目光，让人们了解到成都
不仅仅是一座会展之城，也是社交休闲的
好去处，这里有大熊猫基地，有青山绿水，
有文化古迹，同时还是前往西藏、九寨 >>
MICE NOW 5
COVER STORY封面故事
沟等其他西部景区的必经之地。”
无独有偶，喜达屋酒店和度假村国际
集团旗下的高端品牌——瑞吉酒店也将于
明年1月亮相成都。而该集团的另一个知
名品牌——天府丽都喜来登饭店则早在
2000年就已登陆成都市场，并已先后为
当地多家500强企业提供过MICE服务。
酒市场传讯部经理尹菲女士指出：“成
都是中国最具活力的城市之一，而当地
的MICE业务也是我们最主要的收入来源
之一，项目覆盖客房、餐饮以及宴会三部
分。喜来登酒店所提供的完美服务以及与
MICE广告商的良好关系使我们在该领域
一直颇具竞争力。”
据介绍，天府丽都喜来登饭店设施齐
全，从375平米的豪华宴会厅到各种会议
室应有尽有，同时提供有线及无线高速上
网接入、OHP屏幕及投影仪等会议配件
和试听演示设施。
作为洲际酒店集团品牌家族的一员，
成都北部首家国际豪华品牌酒店——成都
保利公园皇冠假日酒店在当地MICE市场
的地位也不容小觑。其毗邻成都大熊猫繁
育基地，拥有城内首屈一指的3000平米
户外宴会及活动空间，可容纳720人的无
柱大宴会厅，以及具备独立接待功能、规
格不一的7间多功能厅。该酒店“聚首成
都”的一站式会务服务计划同样令人印象
深刻。
成都保利公园皇冠假日酒店总经理于
林芳女士表示，成都政府对于当地的酒店
市场给予不小的支持，而酒店通过自身业
务的发展提升物业价值，也对地方经济作
出贡献，从而实现双赢。
国家旅游局发布统计数据显示，截至
去年底，成都正在运营五星级酒店数量12
家。世邦魏理仕在去年10月的一份研究报
告中预计，到2015年成都将新增49座五
星级酒店。
挑战犹存目前成都四星级以上（含四星级）酒
店数量已超过40家。欣欣向荣的酒店业
反映出投资者对成都未来成为“世界级
MICE名城”信心十足。然而在酒店品牌
密集扎堆的背后始终不乏业内对其市场饱
>>
成都天府丽都喜来登饭店大堂
MICE NOW6
和度的质疑。
对此持乐观态度的克里斯·克拉克认
为，成都的发展速度要比其他中国二线城
市快得多，而入住丽思卡尔顿北京、广
州、三亚以及上海的贵宾中有许多来自四
川，尤其是成都市。“当地顾客的消费潜
力巨大，成都确实是拓展豪华酒店业务的
理想之地。”他说道。
去年12月，成都荣获“2012年度中
国十佳品牌会展城市”大奖。据业内人士
称，成都承接MICE业务的能力在全国各
城市中位居前列，但若站在世界高度，发
展水平仍处于初期。另一方面，当地政府
一直积极扶持MICE产业，为参展商提供
了便利条件。唐光良指出，成都政府提出
了“发展国际会展”的响亮口号，并积极
推动当地MICE产业的发展。然而，要想
真正成为“世界级MICE名城”，“政府
应该更好地执行相关举措，同时在各行
业、各企业之间充当‘裁判’和‘牵头
人’的角色，在不过多干预的情况下加强
各行间的相互合作与联系，使MICE产业
更加市场化。” 唐光良说道。
中共十八大后，各地政府为响应号召
已在不同程度上削减了相关会议和活动的
经费开支，致使酒店的MICE业务收入稳
中有降。对此尹菲指出，由于政府倡导节
约资源，许多企业将实行成本控制，同时
缩减MICE活动的规模。为迎合市场的这
一需求，天府丽都已从去年9月开始推进
整修计划，内容主要涉及客房部。
于林芳则建议，通过修建完整的地铁
环线来缩短城乡间距，同时改善业内成熟
公关公司匮乏的局面。
此外，成都酒店业在承接MICE活动
方面还需进一步提升服务质量。与国际大
城市相比，这仍是一大落后因素。一位资
深业内人士称，要想赢得全球参展商的青
睐，真正走向国际化，蓉城酒店业仍需突
破服务上的瓶颈，尤其是细节方面，从而
为供应商和参展商提供更加完善、深入、
细致的项目服务。
全球财富论坛仅仅是成都MICE走向
国际化的发端。若能依托天时地利以及政
策优势，“成都MICE活动未来将更加国际
化，也将更具知名度。”于林芳表示。
MICE NOW 7
COVER STORY封面故事
The city of Chengdu in south-west China is going all-out to gain global recognition as an
emerging MICE center. In June, the heads of many of the world’s major enterprises converged on Chengdu to attend the Fortune Global Forum 2013, and in September, the World Chinese Entrepreneurs Convention will kick off, also in Chengdu. The Western China International Fair will be held there in October.
It is easy to see from this time-table that Chengdu’s MICE industry is steadily gaining ground in the global league table, with an international event set to take place, on average, every three days.
Chengdu’s conferencing market is
expanding as part of China’s campaign to develop the western part of the coun-try continues to intensify. The city is aiming to hit the goal of being what is called in Chinese a “new town with three top traits” - the best place to start a busi-ness, best place to live and biggest com-petitive advantages. According to figures provided by the Chengdu Municipal Bureau of Expositions, the city hosted 456 major exhibitions and conferences in 2012, up from 320 in 2009, pulling in direct revenues of five billion yuan, and indirect income of 42 billion yuan, which all together accounted for 5% of the municipal GDP in 2012.
Creating an EdgeChengdu is known across China as a
place of significant natural resources and a vibrant history. The great poet of the Tang Dynasty, 1,300 years ago, wrote verses in praise of the beauty of the scene as dawn breaks over Chengdu. Chengdu has used its natural advan-tages including its rich history and tour-ism resources to raise its profile as an optimal MICE destination.
“As a city relatively developed in tourism and light industry, Chengdu’s location, climate and consumer market strengths all make it suitable for hold-ing conventions, and there is ample room for the whole market to develop further,” said Tang Guangliang, general manager of Chengdu Orient Explorer Co, Ltd.
When it comes to conferencing
High-end hotels flock to Chengdu as the local MICE market booms
Brocade City Show
MICE NOW8
costs, Chengdu is quite competitive in the market. “In terms of pavilion costs, labor and transportation, MICE plan-ners can save at least 20% if they choose to host events in Chengdu, instead of first tier cities such as Shanghai,” Tang added.
Most importantly, Chengdu’s ever-improving investment and transporta-tion environment continues to facilitate the development of the local MICE market. Almost half of all Fortune 500 enterprises have set up offices in the city, including Intel, IBM, Siemens, Dell and Philips, providing high demand for technology-centered events. What’s more, Chengdu, the capital of Sichuan province, is China’s fourth biggest city in terms of air traffic, with 64 interna-
tional routes and 145 domestic routes passing through Chengdu’s Shuangliu International Airport.
With a bustling background of ongoing internalization and interna-tional MICE events, Chengdu has become a popular hotspot for MICE travelers with more and more luxury hotels looking to set up there.
Brand BloomAs a five star brand under the umbrella of Marriott International, the Ritz-Carlton Hotel will open in Chengdu in September. Located in the heart of the city, the hotel will have 353 rooms and 1,716 square meters of meeting space, including a Grand Ballroom, Junior Ballroom and seven additional meet-ing rooms fully equipped with state-of-art audiovisual facilities. Ritz-Carlton Chengdu will become the luxury hotel operator’s first property in Southwest China.
“We started looking at establishing the this hotel about three years ago,” said Chris Clark, general manager of The Ritz-Carlton Chengdu. “All the major players are coming to Chengdu. Ritz-Carlton is really glad we are so early. When I look at the brands that are coming over the next three to five years,
it there will be more hotel brands added that will be added in the next 3-5 years.”
But he is optimistic that the growth of the MICE business will justify this increase in rooms.
“I think the MICE business very much gives us a chance to show what Chengdu has to offer,” he said. “It is not only a city for business meetings. There is also so much to do socially in the city, and around the city. Not just the panda reserve, but so many cultural sites as well as also the beautiful moun-tains that surround Chengdu. It is also a launching pad for visiting other places in western China such as Tibet or Jiu Zhai Gou valley.”
Sheraton Hotels and Resorts’ high end hotel brand, St. Regis, will also make its debut in Chengdu next Janu-ary. Another leading sub-brand - Sher-aton Chengdu Lido Hotel - entered the market as early as 2000, and has provided MICE services for more than half of the world’s Fortune 500 compa-nies locally.
Samantha Yin, Marketing Com-munications Manager for Sheraton Chengdu Lido Hotel, said that Chengdu is one of the most dynamic cities in China, and seeing rapid development. The MICE business is the one of most important >>
成都保利公园皇冠假日酒店
MICE NOW 9
COVER STORY封面故事
parts of a hotel’s income, because it includes both rooms, F&B, as well as banquet revenue.
Sheraton Chengdu Lido Hotel has a grand ballroom of 375 square meters and other meeting rooms of various sizes, providing wireless internet access, OHP screen and projector, and all other necessary conferencing amenities.
Crowne Plaza Chengdu Panda Garden, as a key member of the IHG network of hotels and the first upscale international hotel in northern Chengdu, is a strong contender in the local MICE market. Close to the world famous Panda Base, the hotel boasts a 3,000 square meter outdoor banquet area, and a pillar-free grand ballroom which could house up to 720 people and seven function rooms with independent reception halls of various sizes. With its signature one-stop conferencing pro-gram Meeting Success, Crowne Plaza Chengdu is an optimal destination for meeting planners to choose from.
Ivy Yu, general manager of Crowne Plaza Chengdu Panda Garden, said the local authorities give great support to the hotel industry. “Hotels can easily enhance other property values and boost the regional economy,” she said. “It is a
win-win relationship.”If so, it is a relationship set to grow.
The China National Tourism Admin-istration has reported that the number of five-star hotels in the Chengdu mar-ket reached 12 by the end of last year. CBRE released a research report last October saying that 49 new five-star hotels will be added on Chengdu’s list by 2015.
Challenges RemainThere are already more than 40 hotels rated four-stars or above in the Chengdu market. The booming state of the hospi-tality industry indicates that investors are very confident in Chengdu’s future as a sought-after MICE destination. But industry sources are worried that the market may become saturated with so many brands arriving.
Mr. Clark is bullish. “Chengdu is a market developing much quicker than other secondary cities in China and many of our luxury guests going to the Ritz-Carlton in such cities as Guang-zhou, Sanya, Beijing and Shanghai are coming from Sichuan and Chengdu specifically. We realize there is great potential in terms of customers and this is a great city in which to launch a business.”
>>
成都保利公园皇冠假日酒店
MICE NOW10
Last November, Chengdu won the “10 Best Brand Conference City in China in 2012” award. Insiders said that Chengdu is quite competitive in holding events compared with other Chinese cities, although it is still lack-ing compared with the world’s best. On the other hand, generous and continu-ing local government support is a strong encouragement to the development of Chengdu’s MICE market.
“Chengdu’s government proposed to construct the city into an interna-tionally recognized MICE location, and spares no effort to hit the goal. But offi-cials need to implement the regulations better, and serve as “initiator” instead of playing such a large role in the mar-ket. Only with these transitions can the industry be more market-based,” Tang Guangliang said.
Government of all levels in China has cut costs in recent months, con-tributing to a fall in MICE business
for hotels. According to Samantha Yin, Sheraton Chengdu started a renovation program from last September focusing on upgrading the rooms to catch up with the market norm. Meanwhile Ivy Yu suggested that the soon to be com-pleted subway circle line will shorten the distance to the city centre and expand the hotel market.
To catch up with the global market, Chengdu’s hotels need to brush up on their service quality when playing host to MICE meetings. It is necessary for Chengdu’s hospitality industry to pro-vide more rewarding programs before they can get onto the wish list of global planners, another insider said.
The Fortune Global Forum marked Chengdu’s initiation into the world of MICE hotspots. Given the optimal timing, location and government policy, Chengdu’s MICE market will become “more international and more high pro-file,” Ivy Yu predicted.
MICE NOW 11
COVER STORY封面故事
对合肥市场的投资力度，该城市的住宿需
求有望持续增长。从2012年4月至2013
年底，合肥新增的五星级酒店预计将提供
共计2000间客房，而这仍并未抑制当地
酒店每间可售房收益（RevPar）连年增
长的势头，整座城市也被知名旅宿调研公
司评定为“新兴市场”。所以投资者们认
为，与喜达屋酒店及度假村集团等业内领
军集团在合肥携手设立五星级酒店将能缔
造更多商机，进而满足当地对顶级酒店及
会议设施持续上涨的需求。
问：MICE业务对合肥威斯汀的重要程度
如何？贵酒店又是如何在同行业中保持
MICE竞争力的？
答：无论从哪个角度来说，MICE业务对
我们酒店都非常重要。首先，MICE客户
通常都十分了解商务旅行市场的情况，这
一群体拥有很强的购买力，留宿期通常
不短。其次，MICE团队通常会举办欢迎
会、商务会议、目的地探索等活动，也会
涉及夜间留宿，所以是我们酒店业务的重
要基础。为保持竞争力，我们将更加关注
客户服务细节，为MICE组织方和客户带
来非比寻常的体验。
问：目前贵酒店是否正通过若干项目进一
步拓展在合肥酒店市场的MICE业务？
答：除了继续满足上海和北京MICE客户
的需求，我们还将关注能带来更多相关潜
在业务的新兴市场，比如江苏和广东省。
顶级品牌拓展新兴市场
此外，合肥市内的三个国家级开发区正持
续吸引全球五百强企业在此安家落户。依
托这一优势，我们目前正与各类企业以及
国家机构建立联系，为它们出谋划策，
以吸引更多潜在客户来合肥举办MICE活
动。
问：明年贵酒店会否推出其他新设施或新
服务项目？
答：明年我们将启动酒店及城市资源整合
项目，以进一步迎合MICE市场，为我们
的客户带来更多定制类服务。当然，这是
我们在合肥市场的又一次新的尝试，请尽
情期待我们后续推出的更多增值服务。
Could you briefly introduce The Westin Hefei Baohe?The Westin Hefei Baohe is the first Starwood Hotel in Anhui and the first Wanda-owed hotel in Anhui. The Westin Hefei Baohe is located in the city center adjacent to Baohe Wanda Plaza. We have 310 modern and spa-
cious rooms and suites. Our suites pro-vide magnificent views of Baogong Park. We have a total of 2,300 sq m in versatile function space which can be transformed to host a variety of differ-ent scales of meetings and events.
As a leading brand under the
umbrella of Starwood, why did Westin seek to expand its busi-ness in Hefei?Hefei’s hotel market is expected to keep growing at a steady pace as we see the government announcing further investments from both local and foreign firms in Hefei. It has been
Douglas Ariza-Giammaria
专访合肥万达威斯汀酒店总经理道格拉斯先生
Westin WayInterview with Douglas Ariza-Giammaria, General Manager of The Westin Hefei Baohe
问：能否简要介绍一下合肥万达威斯汀酒
店？
答：合肥万达威斯汀酒店（下称“合肥威
斯汀”）是安徽省首家喜达屋品牌酒店，
同时也是万达集团在安徽省的首家旗舰
店。酒店坐落于中心城区，毗邻包河万达
广场，拥有310间时尚宽敞的客房，其中
还不乏能将包公园美景尽收眼底的套房。
此外，合肥威斯汀的会议宴会场地总面积
达2300平方米，功能灵活，适合举办各
类规格的会议和活动。
问：作为喜达屋集团旗下的领军品牌，威
斯汀为何会寻求在合肥拓展业务？
答：随着市政府宣布国内外企业将加大
MICE NOW12
labeled an “emerging market” by pres-tigious hotel industry analysis firms, with positive RevPar growth year-on-year, in spite of the opening of several new 5-star hotels equating to 2,000 additional rooms in Hefei between April 2012 and the end of 2013. There-fore, investors are seeing opportuni-ties to develop 5-star hotels with part-nerships with leading hotel groups such as Starwood Hotels and Resorts to satisfy the growing demand for top notch lodging and meeting facilities.
How important is the MICE con-cept for The Westin Hefei Baohe and how do you maintain compet-itiveness in holding MICE activi-ties compared to your peers in the local market?The MICE business is very important to us for many respects. Firstly, MICE clients are typically well-versed travel
business individuals, and MICE clients possess strong buying power with the potential for short to mid-term stay periods. Secondly, a MICE group normally has various activities such as a welcome reception, business meet-ings, overnight accommodation, des-tination exploring and much more, hence it represents a vital base busi-ness for our hotel. In order to remain competitive, my main focus is to lead the team on paying attention to cli-ent details and providing an overall exceptional experience to MICE orga-nizers and clients.
What projects are underway to expand your MICE business in the Hefei hotel market?Apart from the key feeder markets of Shanghai and Beijing, we are also tar-geting some emerging markets which could bring more potential MICE busi-
ness to this city such as Jiangsu and Guangdong provinces respectively. Similarly, Hefei’s three state-level eco-nomic development zones, continue to attract top global Fortune 500 companies, we are establishing rela-tionships with the respective compa-nies and state-level bureaus in need of MICE events, making interesting and attractive propositions to them to bring them to Hefei.
Are there any other new facilities or offerings we can expect from your hotel in the coming year? Next year, we are going to consolidate hotel and city resources to further customize MICE packages and tailor-make them for our customers. This will be another new development in this market. And of course, more value added packages will be launched next year.
MICE NOW 13
INTERVIEW经理专访
国内商务人士出境游愈发频繁，强劲
的消费能力亦为国际品牌酒店市场
所看好。据全球商务旅行协会（Global
Business Travel Association）发布的
研究报告称，2012年和2013年中国商
务旅行支出预计分别达到2020亿美元和
2450亿美元，2013年出境旅行支出增幅
预计将达27%。美国运通公司去年底公布
的调查报告也显示，在中国近一半的受访
企业（49%）在2012年的商务旅行预算
有所提高。面对日渐庞大的市场，了解中
国旅客需求成为国外品牌酒店业务拓展的
第一要务。近日，在接受本刊采访时，3
位出境旅行市场的资深人士探讨了国内商
务人士对国际酒店的品质需求问题。
便捷程度与基本需求冷亚（上海尊尊国际旅行社总经理）：
——由于今年我国因公三项消费的压
缩，因公出境游的业务将有所萎缩，但专
项旅游或商务考察的案例将“重见光明”。中
国的商务人士，尤其是参展人士，最注重
酒店的便捷程度，主要涉及交通和通讯。
比如在举办MICE活动的过程中，能够在
WIFI网络、资料传真打印及传递方面给
予及时支持的酒店将尤其受到旅客们的青
睐。其次是居住环境的品质，能在房间或
大堂提供空间以方便游客举行商务洽谈、
茶歇以及小聚的酒店将备受推崇。然而，
考虑到文化习俗的不同，很多外国高星级
酒店还须进一步与国际接轨，充分考虑不
同民族客人的基本需求。我们在入住土耳
其度假区棉花堡的一家高级酒店时，竟然
全天都无法喝上一口热水，原因只是当地
人对于饮用冰水的偏好。这不免让我们本
该十分完美的行程留下了一丝遗憾。
酒店品牌与特殊习惯郑起军（北京佰程国际旅游有限公司
市场部经理）：
——目前中国的国际商务旅行市场很
大，而客户的需求也是千变万化。在众多
酒店元素中，国内商务旅客最注重酒店的
品牌，因为这意味着品质的保证。当然国
中国客到底要什么国内商务会展人士出境游入住酒店需求调查
MICE NOW14
际品牌也并不一定永远占据上风。记得有
一次我带领宁夏的商务人士赴马来西亚参
展，有两家酒店可供入住，分别是万豪旗
下的品牌酒店以及大马本土的金马皇宫酒
店。然而从返程时大家的反馈来看，金马
皇宫似乎更受欢迎，原因在于后者无论在
整体设计、房间布局上都颇具贵族气息，
另外还展出了众多元首下榻店内的照片，
这恰恰迎合了华人崇尚权威的心理。其次
是酒店的位置，若是参会方或参展方，则
希望能依展览中心而居，若是奖励旅游的
客人，则希望能随时呼吸到景区的新鲜空
气。最后需要提及的是，来自中国的商务
客人中很多有吸烟习惯，所以希望国外更
多高级酒店能考虑到这部分人士的需求，
在店内加设有烟层，或在房内备上烟灰缸。
中文服务与贴心周全朱天侗（汇通会务会展服务社总经理）：
——国内的商务人士在出境旅游时往
往倾向于下榻拥有“世界之最”名号的品
牌酒店，以充分体验对应的服务特色。
另外，由于很多年长的游客不擅英文，在
挑选酒店时他们会特别关注对方的中文服
务，大到房内电视是否安有中文频道，小
到酒店内是否有中文告示或地图，甚或中
式菜饭。事实上，商务旅行的客源来自各
行各业，身份地位不尽相同，要求自然也
是五花八门。来自垄断企业或外企的高管
人士或许更崇尚山野气息，度假村式的礼
宾服务会让他们如沐春风。而郊县或乡镇
的企业家们则更渴求融入都市，尽享现代
化便利。但无论如何，贴心周全的服务永
远是王道。记得有一次我带领一家大型企
业的商务团队赴美国考察，当地酒店事先
询问了入住顾客的姓名以及对颜色的偏
好，并通过网络搜索到他们的照片，然后
根据反馈将房间的窗帘和床单更换成顾客
喜好的颜色，并将他们的头像和姓名分别
印刻在茶具和烟灰缸上。当经历了一天疲
惫旅程的客户回到房间，点燃香烟，或是
泡上香茗时，这些贴心的小细节让他们分
外惊喜，顿时倦意全无。所谓“润物细无
声”式的服务难道不是这样吗？
MICE NOW 15
MARKET SURVEY调查报告
International hotel brands have all turned their gaze onto China as the consumer market here continues
to expand with increasing numbers of businessmen and businesswomen trav-elling away from home. According to a research paper released by the Global Business Travel Association, China’s business travel spending is estimated to have reached US$202 billion in 2012 and will hit US$245 billion in 2013, with outbound tourism expenditure projected to increase by 27% in 2013. A report from American Express also indi-cated that nearly half of the enterprises surveyed (49%) have expanded their budgets in the business travel segment. Understanding what Chinese business travelers need has become a top priority for international brand hotels looking to take a share of the growing cake. MICE NOW discussed the issue with three industry sources who gave rich insights in this area.
Convenience and basic needs Leng Ya (General Manger of Shanghai
Zunzun International Travel Service (www.shvip.com):
The market for outbound travel on public duty has been shrinking due to the government’s restrictions on funds used for what are known as the “three public consumptions” -- overseas travel, receptions and official cars. But this has also contributed to an increase in the numbers of so-called business inspec-tion tours. China’s business travelers, exhibition attendees in particular, attach the utmost important to the conve-nience that hotels can provide, primarily in the areas of transportation and tele-communications. Hotels that can offer timely support in terms of WIFI Inter-net access, document faxing and printing and courier services are going to be most attractive to MICE travelers. Another key to attracting Chinese businessmen/businesswomen is to provide space to hold business meetings or small events in hotel rooms or in the lobby. However, given the different lifestyle habits and customs, foreign high-end hotels still need to become more internationalized
to cater to guests from various ethnic groups. An example is that when we stayed in a brand hotel at a well-known scenic spot in Turkey, Pamukkale, there was no hot water provided as local peo-ple only drink iced water.
Hotel brand and special needsZheng Qijun (marketing manager of Byecity.com):
China has witnessed rapid expan-sion of the outbound business tourism market with guest demands changing all the time. Of the various hotel ele-ments, domestic business travelers care about “brand” most, which in their eyes is the emblem of a hotel’s quality. Hav-ing said that, international brands are not always in front position. Once I led a group of businessmen/business-women from Ningxia Region to attend an exhibition in Malaysia. There were two hotels available during our stay, one was a brand hotel in the Marriott chain, and another was a local brand called Palace of the Golden Horses Kuala Lumpur. Most of our guests pre-
MICE NOW survey uncovers the key issues for hotels looking to attract Chinese business travelers
How to win the hearts of Chinese
MICE NOW16
ferred to stay at Golden Horses, which displayed the photos of visits by heads of state and created an atmosphere of nobility with its stylish decor. As the tradition of respect for authority has a long history in China, this approach is definitely what Chinese travelers appre-ciate. Hotel location is another impor-tant factor. The attendees of exhibitions prefer to stay next to the exhibition cen-ter, while incentive tourists like to stay in scenic areas. Lastly, given that many Chinese businessmen are smokers, it is necessary for foreign high-end hotels to have a floor that is dedicated to smokers and provide ashtrays in the rooms.
Chinese language serviceZhu Tiantong (Huitong Conference & Exhibition Services):
Chinese outbound tourists tend to choose brand hotels with “top of the world” titles so that they can fully expe-rience the best. Domestic guests also
regard Chinese language services as an important factor in selecting destina-tions since many of them are not good at English. Therefore, hotels need to provide more offerings ranging from Chinese TV programs, Chinese food to Chinese notices and maps. Business travelers come from all walks of life with a diversity of demands. Corporate deci-sion-makers often appreciate a getaway from high-stress metropolises and pre-fer to live in low-key luxury resort hotels, while township entrepreneurs desire to immerse themselves into urban life and enjoy all modern amenities. Regardless, it is all about a warm welcome. Once I guided a business delegation to the US, and the local hotel made good prepara-tions for the host, changing the colors of sheets and curtains to conform to the taste of guests, engraving their names on the ashtrays. All these details made our guests feel at home after a full day’s tough flight.
MICE NOW 17
MARKET SURVEY调查报告
在全球众多魅力独特的城市中，
澳门绝对算得上是其中的翘
楚。作为地处中国南海岸的自
由港，这片弹丸之地数百年来一直由葡萄
牙统治，直至1999年才回归中国，而后
便迅速赶超拉斯维加斯，登顶“世界第一
赌城”。
造访澳门的精彩理由有很多，直至今
日当地许多角落仍留有伊比利亚时期的殖
民色彩，在这里葡式风情与粤韵小调巧妙
融合，催生出独有的澳门文化。色彩斑驳
的屋宅、鹅卵石铺设的小径、上好的葡萄
牙玫瑰红酒、非洲鸡……一切都能在这里
找到。然而，澳门的魅力绝不仅于此，这
里如今已成为令众游客流连忘返的博彩圣
地。
在回归中国之前的几十年里，博彩业
是澳门的支柱产业之一，但声名却并不显
赫。从20世纪50年代到90年代，该市场
主要面向香港赌民，他们的数量规模虽然
有限，但忠诚度却颇高。20世纪60年代
正值中国文化大革命时期，葡方曾试图
将澳门归还中国，但遭到了中国政府的婉
拒。待到1974年葡萄牙爆发革命，该国
又再一次提出了归还澳门的提议，仍未获
首肯。
澳门迟迟未被接受的原因与其紧邻香
港的地理位置有关，后者于1997年回归
中国，而澳门则在两年后回归。至此以
后，蓬勃发展的博彩产业和从内地涌入的
游客将这座城市带入了一个新时期。
为迎合市场的需求，一座座规模宏伟
的酒店，购物商场，当然还有赌场拔地而
起，其中不乏拥有“亚洲之最”名号的酒
店，其设施和规模可承接任何所能想象的
MICE活动。
澳门地理位置优越，从珠江口乘坐快
艇即可到达，其位于广州以南140公里，
与香港之间的距离更是不过60公里。锦上
添花的是，目前连接澳港两城的大桥已破
土动工。澳门全境由一个半岛和两个附属
赌城迷情澳门斑斓多彩的夜生活让众游客流连忘返
MICE NOW18
岛屿组成，尽管近年来一直大力推进填海
造地计划，但总面积仍未超过24平方公
里。数百年来这里一直是西方列强在中国
沿岸活动的中心，聚集着各路商人、使节
以及冒险家。然而在1842年后多数定居
澳门的西方人士纷纷迁至已成为英国殖民
地的香港。
如今澳门已回归中国的怀抱，并像香
港那样成为了实行“一国两制”方针的特
别行政区。该城市是中国目前唯一合法的
赌城，所以在很大程度上允许中国政府控
制和监管民众的赌博活动。
“麻雀虽小，五脏俱全”。尽管澳门
面积狭小，但若到此游览恐怕需要数日才
能真正体味当地文化的多姿多彩——博物
馆、纪念碑、顶级餐厅都不容错过，更不必说
气势磅礴，极尽奢华的赌城—酒店综合体。
有关“澳门”名字的由来说法不一，
最常见的则与妈阁庙有关，据说当地渔民
为供奉保佑他们的海神妈祖特意临海建造
了这座寺庙。该地区是海上“丝绸之路”
的重要港口，是连接中国与西亚及欧洲各
国的桥梁，阿拉伯贸易商通常借由此道将
丝绸织物运送至印度等地。葡萄牙人于
16世纪初在此登陆，1550年前便开始长
居于此。但是葡人和其他定居澳门的外国
居民通常仅在这片狭小的区域生活，19
世纪中叶前赴中国大陆旅游的情况仍
“造访澳门的精彩理由有很多，直至今日当地许多角落仍
留有伊比利亚时期的殖民色彩，在这里葡式风情与粤韵小
调巧妙融合，催生出独有的澳门文化。”
>>
MICE NOW 19
ASIA FOCUS聚焦亚洲
十分鲜见，而这距离葡人首次登陆已
有300年的光景了。
澳门的酒店有不少特别之处，规模最
大的当属澳门威尼斯人®度假村酒店，这
座以拉斯维加斯Venetian酒店为模型建
造的综合度假村是世界第六大单体酒店建
筑，拥有3000个房间，面积50000平方
米的赌场，周围布满各色威尼斯拱桥与小
运河，其他休闲娱乐设施也一应俱全。
澳门威斯汀度假酒店（The West in
Resor t Macau）则以其度假休闲特色
独领风骚。该酒店坐落于澳门路环岛的黑
沙海滩，其风格布局与澳门中心城区的赌
场酒店形成强烈对比，高尔夫课程，水疗
项目，以及大名鼎鼎的本土餐厅Fernan-
do’s均在此触手可及。
澳门葡京酒店（The Lisboa）是当地
最古老的顶级赌场酒店，尽管面临周围众
多拉斯维加斯附属赌场的竞争压力，但作
为历史名胜绝对值得一游。此外，该酒店
消费价格较低，其浓郁的葡式风情也是其
他现代酒店所无法比拟的。
前身为17世纪炮台堡垒的葡萄牙澳门
圣地亚哥古堡酒店（Pousada De Sao
Tiago Macau）是澳门独一无二的历史性
地标。该酒店消费价格偏高，虽然距离赌
场较远，但胜在环境清幽，是游客茶歇小
憩的理想去处。
在 数 目 众 多 的 酒 店 中 ， 有 资 格 问
鼎“最佳”称号的或许是文华东方酒店
（Mandarin Oriental），该处不仅拥有
无敌海景，还内设小型赌场及各色精品餐
厅。然而在此之前这一桂冠应由峰景酒店
（the Bela Vista）摘得，但后者已于数
年前关闭，目前已成为葡萄牙驻澳门总领
事馆官邸。
>>
MICE NOW20
So many places around the world claim uniqueness, but Macau is truly in a class of its own. An
anomalous enclave on the southern coast of China, this tiny territory was ruled for centuries by the Portuguese, handed back to China in 1999 and promptly challenged and soundly beat Las Vegas for the title of the world’s biggest gambling center.
There are so many reasons to visit Macau. There are still corners that retain the colonial charm of another Iberian influenced era, reflecting a curious mix of Portuguese and Cantonese that became known as Macanese culture. Pastel col-ored houses, cobblestoned alleys, Afri-can chicken and the best Portuguese rose wines. They are all still there. But
then there is the new Macau, the gam-bling Mecca to beat all newcomers.
Gambling was a part of the Macau story for decades before the Chi-nese takeover, but it was in hindsight relatively muted, and from the 1950s through to the 1990s catered primarily to a small but dedicated group of Hong Kong gamblers. In the late 1960s, there was the Cultural revolution and Portu-gal tried to hand the territory back to China. Beijing declined. Then in 1974 Portugal itself fell into revolution and tried to hand Macau back, only to be rebuffed again.
The reason was the close linkage of Macau with Hong Kong, which reverted to China in 1997. Macau fol-lowed two years later, in 1999. It
Falling in love with the dazzling nightlife of Macau
The Enclave of Charm and Gambling
>>
ASIA FOCUS聚焦亚洲
has since been transformed by a vastly expanded gambling
industry and a tsunami of visitors from mainland China.
Massive hotels, shopping malls, and of course casinos have
been built to cater to this business, and the hotels include some of the
best in Asia, with facilities to handle just about any MICE event imaginable.
Macau is just 60 km west of Hong Kong, a fast boat ride across the Pearl
River Estuary, although a huge bridge is under construction that will link the two former colonies by road. It is also 140 km south of Guangzhou, the capi-tal of Guangdong Province. The enclave consists of a peninsula and two islands with the total area of less than 24 square km, although that is growing constantly due to aggressive land reclamation schemes. It was for several centuries
the center of Western activities on the China coast, the home
of businessmen, missionaries and assorted adventurers, most of
whom moved to Hong Kong when the British secured possession of that
island in the first Opium War in 1842.Today Macau is once again a
part of China and operates, as does Hong Kong, as a Special Administra-
tive Region under the principle of “one country, two systems´. It is the only part of China that has legal casinos, thereby allowing Beijing to control and quaran-tine to a significant extent the Chinese passion for gambling.
The place is small but there is a lot to see, and several days are required to really fo justice to the richness and variety of cultures that are present in Macau. There are museums and monuments, superb res-taurants, and of course the extraordinary scale and over-the-top extravagance of the casino hotel complexes.
The name “Macau” is usually said to come from a temple on the waterfront dedicated to a goddess whose job it is to protect the local fishermen. The area was a small but important port on the ocean “Silk Road”, linking China with
western Asia and Europe, with primar-ily Arab traders plying the routes that brought silks to India and beyond. The Portuguese arrived in the early 16th century, and had set up residence there in a relatively permanent way by the year 1550. But they and the other for-eign residents of Macau were largely confined to the small territory and travel throughout China was rare for foreign-ers until the mid-19th century, 300 years after the Portuguese first arrived.
The hotels of Macau include some extraordinary properties. The largest is the Venetian, modeled on the Venetian in Las Vegas, but bigger. It has 3,000 rooms, and 50,000 square meters of casino space. It is the sixth-largest build-ing in the world, and includes an indoor canal, amongst many other attractions.
The Westin Resort Macau, situated beside a beach on the end of the island of Coloane, is well known as a resort and place to relax, a contrast from the inten-sity of the central Macau casino hotels. It has a golf course, and a spa, and the well-known local restaurant Fernando’s restuarant is close by.
The Lisboa is the oldest of the top casino hotels, and is worth visiting for a touch of history, although it struggles to compete with the Las Vegas affili-ated casinos nearby. It is cheap, and has a greater Portuguese feel to it than other modern places.
The most historically significant hotel is Pousada De Sao Tiago Macau inside the converted 17th century Por-tuguese fortress on the hill above the old central settlement. It is expensive, and not so convenient if you are after casino action, but afternoon drinks on the ter-race is a wonderful experience.
Probably the best hotel of all in Macau today is the Mandarin Oriental, which has its own small casino, excellent restaurants and a great location on the sea front. But that is only because the grande dame of Macau hotels, the Bela Vista, closed several years ago and was converted into the residence of the Por-tuguese consul-general.
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Privileges:• Complimentary Daily Breakfast• Access to World Executive Club (Level 51)• Complimentary One Way Airport Transfer (Roundtrip Airport Transfer for minimum 2 nights stay)• Complimentary use at Spa Cenvaree with value Baht 5,000 when make a reservation on Royal Suite Category.• Entrance to Madame Tussauds up to 8 Persons• Complimentary Sunset Drink at Red Sky Bar
Privileges:• Complimentary Daily Breakfast• Access to World Executive Club (Level 51)• Complimentary One Way Airport Transfer (Roundtrip Airport Transfer for minimum 2 nights stay)• 60 Minutes Traditional Thai Massage at Spa Cenvaree for 1 person• Entrance to Madame Tussauds up to 8 Persons• Complimentary Sunset Drink at Red Sky Bar
Royal Suite (Master Bedroom plus 3 Bedrooms)Price: Baht 39,000
Royal Suite (Master Bedroom)Price: Baht 25,000
World Executive Suite (Two Bedrooms)Price: Baht 15,000
Executive Suite (One Bedroom)Price: Baht 9,000
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