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SE Asia and Mainland China emerging meeting market

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  • Perspective of a Professional
  • China has 25% more employees per institution
  • China has 25% more employees per institution
  • Haouse of dancing water
  • The second US President and I share the same birthday, not the same year however. So, I’m particular fond of this statement in relationship to what we discussed today.

Transcript

  • 1. Southeast Asia & Mainland China: An Emerging Meetings Market
    David L Jones, PhD.
    Associate Professor
    Hong Kong Polytechnic University
    School of Hotel and Tourism Management
    1
  • 2. What Ever It Was That Got You To Where You Are Today, Is Not Sufficient to Keep You There
  • 3. What Do We Need to Know About SE Asia and Mainland China?
    MICE industry growth
    Hardware & software
    Outbound – Mainland China
    Your attendee
    Inbound
    Holding a convention or event
  • 4. MICE INDUSTRY GROWTH
  • 5. Background
    Historical Perspective
    Comparing Western and Asian Meetings
    Why is China changing what we thought we knew?
    China’s new convention centers
    People !!!!
    My Perspective
  • 6. Historical Perspective
    Personal experience – since early 90s
    Large meetings and conventions
    North American and European organizations coming to SE Asia, but not really Mainland China
    Exhibitions and tradeshows
    Focus on attracting Westerners to Asia
    Small Meetings
    Local offices of North American, European and Japanese companies
    What does this mean?
  • 7. Western Meeting Specifications
    Typical meeting set-ups
    General sessions
    Breakout rooms
    Size of the meeting sessions
    Exhibits are associated with meetings
    54% of tradeshows managed by associations
    Basis of how Western hotel meeting rooms are built
  • 8. Typical Meeting Set-ups – North America
    Breakout Session
    General Session
  • 9. Differences in Size of Various Types of Meetings
  • 10. Size of meeting rooms for conferences – North America
  • 11. Differences in Asian Meetings
    Meeting room set-up
    Requirement of head table at all sessions
    Formality of meetings
    Simultaneous interpretation
    Size?
  • 12. Asian Meeting Set-ups
    Forum General Session Head Table
    Photo to be Added
    Breakout Session
  • 13. Today’s Perspective - Meetings
    Intra-Asia meetings and forums
    Ease and cost of travel have led to increases in regional meetings
    Mainland China’s high-speed trains
    Associations are growing in Asia
    APac CHRIE 2011 – Hong Kong
    Mainland China’s Alliance of China Conference Hotels
  • 14. Mainland China Perspective
    “The government has recently begun to realize the value of the meetings industry”
    Haiyin Lieu, CEO of the China National Convention Center
  • 15. Size!!
  • 16. What Size Should Meeting Space Be?
    China
    USA
    UK
    POPULATION
  • 17. Are We Prepared?
    Financial industry employees per institution
    Hotel ballroom sizes – Hyatt Hotels
  • 18. Are We Prepared?
    Financial industry employees per institution
    Hotel ballroom sizes – Hyatt Hotels
    Grand Hyatt Macau – 20,742 Sq. Ft. – 2,500 Theater Style
  • 19. Future Convention Center Venues in Mainland China
    Anticipating the trend?
    Two Case Studies
  • 20. Convention Venue Landscape
    Still about exhibitions
    150 exhibition halls of 10,000 m2
    3,500 official exhibition worth CNY 16.2 billion (USD 2.63 billion)
    China National Convention Center
    Changing the landscape
    690 events in first year
    Corporate – 38%
    Associations – 24%
    Exhibitions – 12%
    China Research & Intelligence 2010
    CNCC
  • 21. China National Convention Center - Beijing
  • 22. Shanghai Expo Center
  • 23. Size Specification Highlights
    Convention Hall – 6,400 m2 (5,700 people)
    Ballroom – 4,860 m2 (3,000 for banquets)
    Shanghai – Auditorium seating 2,500
    Shanghai – 106 meeting rooms
    11 can seat more than 200 people each
    Beijing nearly 100 meeting rooms
    3 can seat more than 540 people each
  • 24. Wal-Mart – China - 2011
  • 25. Wal-Mart - China
    CNCC – January 2011
    4,000 attendees from 329 stores in China
    79 suppliers – 13,000 m2 of exhibits
  • 26. People!!!!
    What about the “peopleware”?
  • 27. War for Talent
    By 2025 Mainland China will have 23 cities with 5 million or more population
    No shortage of people
    Getting best and brightest, then keeping them
    60% of college grads don’t find jobs
    Yet, they well change jobs for RMB 500 extra per mos. (less than USD 86)
    Expat or Local?
    Salaries in Mainland MICE industry almost equal to those in Singapore
    Biggest issue – Lack of Middle Management
  • 28. What About Service Quality and Industry Knowledge?
    Change in past 20 years
    Spoken English – Very Good!
    International brands versus domestic brands
    Commitment to training
    Ability to develop and retain Middle Managers
    Service is part of the culture
  • 29. Understanding The Lifetime Value of the Customer
    Lifetime value view, not transaction view – Chinese guanxi
    Revenue and profits by average customer over a lifetime by segment
    Increase average purchase, frequency of visit, life
  • 30. Development of Service Culture
    Business
    Educational
    Institutions
    Home
    Society
  • 31. Shangri-la Philosophy Has It Changed?
    BEFORE
    NOW
    Shangri-La
    Hospitality
    from
    Caring
    People
    殷勤好客
    香格里拉情
  • 32. Shangri-la Signature Events - Example
    Super Value Dates to enable a quick search for the best available room rate across Shangri-La hotels, resorts and Traders hotels
    A written basic proposal and quotation for the event within six working hours of initial enquiry
    Group Online Reservations to save the trouble of consolidating bookings and rooming lists
    Central Credit Administration to facilitate a credit line with multiple properties
    Complimentary guestroom Internet service and function room wireless Internet access
    Total hotel experience with dedicated events specialists in key departments to provide seamless service throughout the hotel
    Streamlined planning with appointed events management professional to handle all event arrangements
    On-site service management with appointed meeting specialist to oversee all event requirements and service delivery
    On-site technical support with dedicated AV technician on hand throughout the event to ensure the smooth operation and functionality of equipment
  • 33.
  • 34. Questions for You
    Has anyone had success with attracting attendees from Asia?
    Who is interested in increasing the number of attendees from Mainland China?
  • 35. OUTBOUND CHINESE –YOUR FUTURE ATTENDEE
  • 36. 100 million outbound Chinese tourists by 2015!!
    How do you reach them for meeting attendance?
  • 37. Mainland China Travel
    Spending by outbound Chinese tourists ranked fourth-largest worldwide in 2010.
    Up 20.4% year on year
    Top outbound market by 2020 – UNWTO
  • 38. Approved Destination Status (ADS)
    Visa approval for leisure travel
    Approved travel agents and wholesalers
    Selected countries
    Canada and USA are ADS countries
    Biggest issue is USA Visa, not China
  • 39. Mainland Chinese Attendee Profile
  • 40. eLong – Hotel Guest Decision Making
    Prices
    Location
    Description of facilities
    Review of other users
  • 41. Chinese Luxury Tourist (CLT) – Regions to be visited
    Market Probe Travel & Tourism Group, 2011
  • 42. CLT – Best Hotel/Airline Brands
    Market Probe Travel & Tourism Group, 2011
  • 43. CLT – Class of Service
    Market Probe Travel & Tourism Group, 2011
  • 44. Reaching the Mainland Chinese Attendee
  • 45. Internet & Social Media
    Number of Chinese Internet users has grown by 1500% since 2000
    Currently
    456 million Internet users
    32% penetration compared to 80% in USA
    800 million mobile users
    Most engaged country online – 92%
    More bloggers than Europe and USA combined
  • 46. Social Media in Marketing
    Social Networking Sites
    Review Networking Sites
  • 47.
  • 48.
  • 49.
  • 50.
  • 51. Questions for You
    Who has held a meeting in SE Asia or Mainland China? What were your experiences?
    Who is considering SE Asia or Mainland China?
  • 52. INBOUND – HOLDING AN INTERNATIONAL MEETING IN MAINLAND CHINA
  • 53. International Arrivals
    International arrivals staying at least one night reached 55.66 million in 2010, up 9.4 percent on 2009
    China's appearance in the top three was its first, according to the UNWTO
  • 54. Where did they come from?Where did they go?
  • 55. China Meetings
    ICCA – China jumped from #19 to #9 on the list of countries drawing the most association business
    PCOs
    MCI
    Kellen
  • 56. USA Corporate Presences in Greater China
    Yum Brands (KFC, Pizza Hut)
    2011 China overtaken USA as top profit maker
    GM
    China exceeds USA in 2010
    Las Vegas Sands and Wynn
    Revenues are 3 times more in Macao than LV
    Dell Computer
    China is 2nd
    Coach
    China is fastest growing market
    Starwood & Marriott
    Mainland China largest market outside USA
  • 57. Holding an Association Meeting in Mainland China
    Government policy on attendance and exhibit size - 300 international attendees
    Other issues
    Political issues
    Visa
    Registration costs
    Venue cost
    Security (copyright and patent)
  • 58. Application Process for ApprovalChina Medical Society Example
  • 59. Criteria for Support from CMA
    Support by China Medical Association & Specialty Society
    Background, scientific benefits, financial benefits
  • 60. China Medical Association Meetings
    30 annual meetings of 1000+
    Orthopedics is largest
    Preferred locations
    Suzhou
    Xiamen
    2 most popular then Beijing and Shanghai
    Months – May then September
  • 61. Key Points You Should Know about Mainland China
    Experienced conference management staff at international brand hotels
    Not at lot of depth, however
    Willingness to serve
    Local infrastructure is inbound operators
    Transitioning from wholesale and incentive markets
    Detailed contracts are a new experience
    PCO’s very common
    No CVBs yet, but Tourist Boards are evolving to MICE
    Beijing Tourism Administration (BTA)
    Shanghai Municipal Tourism Administration & Shanghai International Conference Management
    Key players for association meetings approval
    GCMBE – Beijing in December
  • 62. Where Do You Hold It?
    Beijing
    Shanghai and Yangtze River Delta
    Hangzhou, Suzhou, Nanjing, Ningbo
    Pearl River Delta
    Guangzhou, Shenzhen
    Second Tier Cities
    Chengdu, Xi’an, Wuhan, Xiamen, Dalin, Qingdao, Kunming, Chongqing
    SARs – Hong Kong & Macau
  • 63. Secondary City in Mainland ChinaChongqing Example
    50 – 4 & 5 Star hotels by 2015
    International brands – Marriott and IHG
    Advantages:
    Convenient transportation
    Cheaper than other big cities
    Abundant tourism products
    Different itineraries
  • 64. Greater China and SE Asia
  • 65. Hong Kong SAR
    Cosmopolitan city
    Global mindset
    Experienced
    Exhibitions
    Incentives
    Great convention and exhibition venues
  • 66. Hong Kong Convention and Exhibition Center (HKCEC)
    Asia-World Expo (AWE)
  • 67. MICE in Hong Kong
    Meetings & Exhibitions Hong Kong (MEHK)
    Launched November 2008
    offer one-stop professional support to MICE organizers
    2008-09 Hong Kong Budget
    earmarked HK$150 million (US$19.2 million) over 5 years to strengthen promotion on Hong Kong as a MICE destination.
  • 68. Macau SAR
    Sleepy fishing village to mega gaming center
    Themed integrated resorts
    Cotai Strip
    Venetian
    City of Dreams
    Sheraton/St. Regis
    Galaxy
    City
    MGM
    Wynn/Encore
  • 69. Different business concept
    All inclusivethemed resorts
    Privately owned & managed
    Extremely rapid development
    Issues, with changes seen every month
    transportation
    infrastructure
    HR
  • 70.
  • 71.
  • 72. Singapore
    Largest MICE destination in SE Asia
    Theme integrated resorts
    Marina Bay Sands
    Resorts World Sentosa
    Convention hotels
    7 surrounding SUNTEC
    Experienced
    Easy transportation
    Chinese/Indian/Malay cultures
  • 73. Singapore
    SUNTEC
  • 74. Other SE Asia MICE Destinations
    Thailand – Bangkok
    Political issues
    Malaysia – KL
    Muslim country
    Taiwan – Taipei
    User friendly for Americans
    Philippines – Manila
    Best American English
    Viet Nam – Ho Chi Minh City/Saigon
    Not ready yet
  • 75. UNDERSTANDING ASIA
    Cross-cultural Negotiation
  • 76. Key Points
    Decision process
    Collective versus individual
    Trust factor – guanxi
    Role of the Players
    PCO’s
    International brand versus domestic hotels
    Understanding the lifetime value of the customer
    Relationship versus transactional
    Negotiations not done over the phone
  • 77. Asian Principles“3 Plus 1 Factor”
    Respect for Elders
    “Face”
    Giving It
    Work Before Self
    Importance of the Status of Working for a Hotel
    Plus Factor: Educational Sponges
  • 78.
  • 79.
  • 80. The Possession of Facts is Knowledge, the Use of Them is Wisdom Thomas Jefferson
  • 81. To Be Fond Of Learning
    Is Near To Wisdom
    智者乐学
    Confucius
    孔子
  • 82. Thank You
    Xie Xie
    谢谢!