In a highly competitive hospitality industry, Berjaya Hotels and Resorts focuses on strengthening its position in the lucrative MICE (meetings, incentives, conferences, and exhibitions) sector. The group's properties have extensive MICE facilities, including large ballrooms and meeting rooms. The corporate director of marketing and communications has streamlined the marketing and communications departments, improving visibility. Moving forward, the group aims to increase its market share in MICE by enhancing service quality and investing in technology to modernize meeting rooms. It also benefits from support services like an in-house hospitality school and dedicated training.

1. COVER STORY
The Key to Success06
August 2011
Under the shadow of a behemoth
corporate empire that is the Berjaya
Group, with businesses sprawled
across such diverse sectors as gaming,
automobiles and telecommunication,
for any division to stand out and be
counted is definitely a tough call.
How do you increase your visibility
in the highly competitive hospitality
industry, or produce and retain much-
needed talent, and provide the best
possible services to satisfy ever-
demanding guests and business
travellers?
Yet, these are exactly the kind of
challenges that Berjaya Hotels and
Resorts (BHR) Corporate Director for
Marketing and Communications, Abel
Nelson Nang, relishes.
His appointment to this role facilitated
the streamlining of BHR’s Marketing and
Communications Departments and, as
a result, the prominence of Berjaya’s
hospitality wing has been much more
visible over the past two years.
Still, he said there are challenges.
According to Abel, the first issue to
tackle, if one is to excel, is to get the
right people to form a winning team.
While the hospitality industry is seen as
unrewarding and offering low pay, he
said this perception was now changing.
“Over time however, as more people
begin to change their perception of
the hospitality industry, attracting new
talent is becoming easier as many
young people now see having a stint
in the industry could be a rewarding
experience.”
MICE is the Answer
To stand out in a fiercely competitive
industry, looking for a niche is crucial.
So what is the core strength of the
Berjaya hospitality group? In a word,
MICE or Meeting, Incentive, Conference
and Exhibition to give this segment its
full name.
Synonymous with everything under
the Berjaya brand, the properties
under the hospitality wing of the group
have one of the most extensive and
well-equipped MICE facilities in the
country, including some of the largest
ballrooms and meeting rooms (see the
accompanying story on pages 10-11).
MICE is a growing segment. Reports
indicate that the local business travel
sector has increased by 3% between
2010 and this year, and that even higher
increments are expected in the future as
Malaysia’s economy strengthens.
With such positive projection, MICE
is definitely a sector that BHR wants
to improve on, Abel emphasised.
“Amongst the prying eyes in the society,
customers always tend to observe
and compare products and services.
This includes the accommodation and
destinations centred to their ongoing
activities, in this case MICE events.
“We are in the process of taking
steps to increase our market share by
improving every aspect of our service
quality and hospitality experience. I truly
believe that one of the core factors here
is that we keep up with the technology
as we are in the 21st century and more
and more people expect it.
“So it makes sense that if we want to
hold more effective meetings, we have
to invest in them. Plush leather chairs
and polished boardroom tables are no
longer enough to furnish a boardroom –
hi-tech meeting room tools are essential
to create a fully functional workspace
to turn our meeting rooms into a highly
productive collaborative environment.”
Changing Landscape
According to Abel, studies show most
In an extremely competitive hospitality industry, one hotel and resort group is
looking to consolidate its strengths in the MICE sector. ByTony Goh
The
Keys to Success
“Over time however, as more people begin
to change their perception of the hospitality
industry, attracting new talent is becoming
easier as many young people now see
having a stint in the industry could be a
rewarding experience.”

2. 07
August 2011
PhotographybyRaymond/IFLStudios

3. COVER STORY
The Key to Success08
August 2011
business travellers are still in doubt
or having difficulties in identifying the
specific information related to their
stay, such as conference room details,
distance to their meeting locations, and
transportation services.
In response to this challenge,
BHR has streamlined its Business
Development and Marketing team under
one roof since May this year, making
the team understand all the points and
finer details of local properties under the
group.
This, Abel said, was essential:
“Our tourism landscape is changing
rapidly. We need to continually renew
and reinvent ourselves to enhance the
country’s tourism appeal. To offer our
visitors a truly memorable experience,
we need to complement appealing
tourism products with an excellent
service culture.
“Knowing well that the hospitality
industry is one that is constantly
changing, and we have to always keep
up with time. Providing unsurpassed
service quality is critical in boosting
Malaysia’s attractiveness as the choice
destination amongst business travellers
and premium visitors.”
One of the factors that makes BHR
stands out, Abel said, was the support it
gets from its in-house hospitality school,
Berjaya University College of Hospitality
– a university that provides a steady
supply of fresh talent.
Another plus factor for the group is
the appointment of a Training Manager
who is dedicated to training its staff on
soft skills and all other skill sets needed
to excel in the hospitality industry.
The Sky’s the Limit
Talking passionately about BHR’s
Corporate Social Responsibility (CSR)
initiatives, Abel emphasised that this
was something that the company took
seriously, and was in line with its long
and proud tradition of giving back to
society.
His role as the Head of Marketing
and Communications went beyond lip
service, he said.
“I must lead the effort on contributing
in the best possible way. As one of
the premier hotels in the heart of the
business district in the commercial
capital of Malaysia, Berjaya Times
Square Hotel, Kuala Lumpur
focuses most of its CSR works on
disadvantaged children and education.
“For our other properties located
mainly on islands off the coast of
Malaysia, a lot of time and effort are
dedicated towards educating the public
on environmental and sustainability
issues.”
On the aspect of branding, Abel said
bringing BHR to the next level – to be on
par with other international hotel chains
– was unquestionably achievable.
“It’s just a matter of time and support
from my team and the public. With all
the right factors in place, 2011 will be a
year of opportunity for BHR hospitality
brands to differentiate themselves from
the competition by offering products
and services that their competitors do
not.
“In terms of changing in
administrative direction towards being
further renowned, an organisation has
to be dynamic and self-motivated. We
have a lot more to learn; as such the sky
is the limit.”

4. August 2011
09
A small-town boy with big dreams shows how such goals
can be reached.
Destined for
Bigger Things
Growing up in a small, closely-knit
community in Miri, including a stint at his
grandparents’ longhouse, Berjaya Hotels
and Resorts (BHR) Corporate Director
for Marketing and Communications,
Abel Nelson Nang, spoke glowingly of
his experience of leading a simple and
humble yet happy life.
But driven by the urge for a change,
and to look for greater opportunities –
as well as a platform to test his talent
– Abel packed his bags and made the
decision to come to Kuala Lumpur in
2005 … all within 24 hours.
That was six long years ago.
Today, Abel is on the way up in the
hospitality industry, with responsibilities
encompassing brand development
and communications, marketing
distribution and services, media
relations, advertising, events, corporate
responsibility, social media and e -
marketing.
His parents, who initially could not
understand the need for him to leave
everything behind, are no doubt proud
that he has done a great service and
become a source of inspiration to his
family and community.
In this exclusive interview with Smart
Investor, Abel shares some details of
his interesting life journey so far; in
particular, on how he has come a long
way since his days in that longhouse
in Sarawak to the pinnacle of one of
the largest hospitality groups in the
country. Below are the excerpts from
this interview:
Smart Investor (SI): Growing up in
Sarawak and being an ethnic minority,
there must be some great memories
there. Could you please share with
us some of your unique personal and
family background?
Abel Nelson Nang (ANN): I was born
and raised in Miri, one of the largest
cities in Sarawak. I’m of an ethnic race
of Iban-Kiput parentage with my father
an Iban and my mother a Kiput. During
those days, my father was a school
headmaster whereas my mother was a
full-time housewife.
Being the second sibling out of
five, I came from a very humble family
background where education and
togetherness was the core of our
upbringing.
I like to, but seldom get the
opportunity to do so, especially lately, to
be back at my humble hometown and
enjoy the simplicity of longhouse living,
where my grandparents used to live. I
believe that at any point in our lives, we
should not forget our roots.
SI: Please give us a brief of your
working experiences and the reason
why you chose to leave behind
everything back home and venture to
KL?
ANN: I was in the education line before
I joined BHR. I was attached to Curtin
University Sarawak, the first foreign
offshore campus from Australia in my
hometown of Miri.
Within five years of serving at the
university, my career path escalated
from being part of the Student Service
to Student Relations and, finally, PR
and corporate communications.
Shortly after, I wanted to experience
a different field of work, looking for
bigger challenges. This was when I
decided to come to KL and ventured
into the hotel industry. I also wanted to
set an example and prove to my family,
other siblings and community that we
could achieve our dreams.
SI: You were with established names
in the hospitality industry prior to
this. So what attracted you to join
BHR?
ANN: Along my career path, I have
had past working experience with two
renowned international chain hotels
– Solmelia and IHG – both are very
established hospitality groups with
global brand recognitions.

5. August 2011
COVER STORY
BHR MICE Facilities in Malaysia010
However, at Berjaya Corporation,
what attracted me to it was its broad
portfolio in the industry despite being a
local company. I joined BHR on March
2010 as the Director, Marketing and
Communications for Berjaya Times
Square Hotel, Kuala Lumpur.
Within six months, in October
2010, I was promoted as the
Corporate Director, Marketing and
Communications, to be based at the
corporate office, with the responsibility
of overseeing the entire continuum of
marketing and communications areas
for all 11 properties under the group
worldwide.
From where I see, BHR is a
conglomerate with huge potential for
further career advancement, breaking
into the global commerce. I want to be
a part of appreciating the value of this
organisation, a part of growing together
with the hotels and resorts and as an
individual.
The challenge I faced initially was
to enhance the branding positioning
of the organisation, turning it towards
a new direction of dynamic growth, to
create a unanimous mindset amongst
stakeholders and the public, providing
them an unyielding reason to do so.
I believe there should always be
at all times a solution to any matters
confronting us. This challenge is a
real positive one, and I would wish to
attain more sets of knowledge inter-
departmentally, not just within the
boundary of my controls. Learning
opportunities with BHR is beyond
borders.
SI: Could you please share with us
some of your management principles
and what keeps you motivated to
achieve further success in your
career?
ANN: I am an optimist in everything I
do, so I am basically my own motivator.
I’m neither drained nor do I dwell on the
sorrows of binding myself to work all
day. In fact, I love what I do! I bring fun
to work. I enjoy meeting people from all
walks of life and this is how I perceive
fun.
To me, my work is also my
playground, and I can truly perform and
produce results here. It’s now an integral
part of a lifestyle itself. As far as I’m
concerned, being in the hospitality line,
this is what I do best and love doing.
It is all about customers – satisfying
them, helping them and celebrating
people. When I achieve great feedback,
the satisfaction that flushes through
me is beyond comprehension! Meeting
people is always fun, developing
my team and making a difference in
whatever I do is a passion within me.
Berjaya Langkawi Resort
An award winning resort, Berjaya
Resort Langkawi is the pride of an
island said to have inspired love and
miracles for generations. Cocooned
within a rainforest sanctuary, the resort
embraces boundless views of emerald
waters and verdant mountains, blending
perfectly with Langkawi’s status as a
Unesco World GeoPark.
The resort is currently at the tail end
of renovations to give it a better feel.
This renewal will keep intact Langkawi’s
unique attractions, which combines
million-years-old tropical rainforest with
scenic beaches.
With an array of convention
facilities and inspired spa treatments –
complemented with heartfelt services
– moments are filled with a sense of
natural connection and harmonious
retreat.
Already, Berjaya Langkawi Resort
has an advantage over its competitors
in terms of its convention and meeting
facilities – the largest pillarless ballroom
in Langkawi and the largest room
inventory in Langkawi with 469 rooms,
of which 315 rooms will complete their
renovation by July 2012 – as well as
Four hotels & resorts under the Berjaya Group are all geared up to meet your MICE needs.
BHR MICE Facilities in Malaysia

6. August 2011
011
culinary diversity with five restaurants.
Equipped with modern facilities
and a dedicated professional staff, the
resort can ensure the most successful
meetings, events, conferences and
seminars. With the huge Matsirat
Ballroom and eight other meeting or
breakout rooms, the resort can cater for
all meeting requirements.
Berjaya Penang Hotel
Located in the heart of George Town,
Berjaya Penang Hotel forms part of the
lively 1-Stop Midlands Park business
and entertainment hub. Positioned as a
business hotel, it is home to discerning
business and leisure travellers, and
blessed with enchanting cultures,
heritage and tantalising food all around.
Equipped with all the modern
facilities, this strategic venue is also
very well suited for extended exhibitions
and conferences, with the pillarless
Dewan Berjaya main ballroom capable
of seating up to 900 people and a
maximum of 1,000 in a theatre style.
Dewan Berjaya can also easily be
divided into three separate function
rooms to accommodate smaller groups.
For those looking for more privacy or
niche functions, there are seven other
individual meeting rooms that can cater
for smaller groups of between 25 and
100 people. The hotel has Wi-Fi in all its
function rooms.
Berjaya Penang is refurbishing all
its 320 rooms with half of the inventory
already completed. The remaining rooms
are slated for completion by February
2012.
Berjaya Times Square Hotel, Kuala
Lumpur
The 655-Suite Berjaya Times Square
Hotel, Kuala Lumpur is no stranger to
the commerce industry as it supports
the hotel’s apt tagline of “business
meets leisure”, targeted – as it is – at
consumers ranging from the working
class right up to corporate high fliers.
This is in addition to its status as one
of the most famous landmarks in KL’s
Golden Triangle.
With its strategic location easily
accessible via the KL Monorail, the
Smart Tunnel and the KL-Putrajaya
Highway, the hotel offers seven function
rooms – including four of which are
designed to allow in natural daylight –
and the pillarless Manhattan ballroom,
which can accommodate 2,000.
Each room is versatile in adapting
into many themes and settings for
designated events or functions.
Complementing the facilities is the
executive lounge, where patrons will
find that business can be a pleasurable
experience.
The hotel also comes with a
business centre equipped to provide full
administrative and secretarial services.
With the comfortable yet collective
feel, patrons will find both business
and pleasure co-existing in harmony. A
“Celebrate You” campaign was launched
mid-2010 gearing the hotel’s employees
to constantly provide excellent hotel stay
experience and successful meetings,
which would leave clients satisfied.
In addition to the hotel’s efficacy, the
110 tastefully furnished suites located on
the corporate/club floor were introduced
to cater to the needs and lifestyle of the
highly successful businessmen. Guests
booked into these rooms have access to
a free shuttle service to their offices.
Berjaya Tioman Resort
With the distinction of being the first and
oldest resort under the group, Berjaya
Tioman Resort is located on an island
befitting the stars.
Whether you seek relaxation or are
looking for some adrenaline rush, this
resort has got you covered. With miles
of secluded palm-fringed beaches, clear
turquoise waters, abundant marine life,
misty mountains and lush greenery,
savour each moment as you enjoy in one
of the world’s most beautiful islands.
It is also here that the Bali Hai
sequence in Hollywood classic South
Pacific was filmed, as well as the recent
Hong Kong TV series, The Ultimate Goal.
As a venue for memorable events
and business, the largest facility in the
resort, the Shahzan Ballroom, can sit a
maximum of 400 people.
Supported by the resourceful
assistance of its service personnel, there
are another four well-appointed meeting
rooms; each comes with complimentary
Wi-Fi and is equipped with modern
audio-visual facilities.
For outdoor training or events, the
Challengers Park provides a refreshing
and conducive environment.