INSIDE ASIA FOCUS AustrAliA’s mice AttrActions 聚焦亚洲 澳洲的mice卖点 CHINA FOCUS wine tourism hotspots 聚焦中国 国内葡萄酒旅游热门地 VIEW POINT bArt buiring from mArriott int’l 高层视野 万豪国际酒店集团亚太区运营副总裁白沛霖专访 SPRING 2012 / SUMMER 2012 the rise of china’s lower-tiers cities ushers in a new era of china’s mice market 中国低线城市的崛起引领本土mice行业 发展的新时代 late bloomers 后起之秀
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boasting the chinese characterIHG unveils China-branded luxury hotel, making inroad into local market
6
160The number of IHG hotels currently operate in China
InterContinental Hotels Group unveils Hualuxe brand洲际酒店集团为华邑品牌揭幕
MICE NOW6
洲际酒店集团(IHG)准备在2013
年底之前,在中国市场推出高
端品牌——华邑酒店与度假村(Hua-
luxe Hotels and Resorts)。目前,
洲际酒店集团提出打算建设20家华邑
酒店,同时希望在20年内扩张到至少
100座中国城市。
鉴于波士顿咨询集团预测,未来
10年内,中国境内外旅游市场将以每
年14%的速度增长。包括洲际酒店集
团在内的众多酒店行业企业急于发掘
这个迅速发展的、价值8380亿美元
的旅游市场。例如,喜达屋国际酒店
与度假村集团(Starwood Hotels and
Resorts Worldwide)和希尔顿国际集
团(Hilton Worldwide)为了吸引中国客
人,都在客房里提供茶壶、拖鞋以及翻
译服务等。
据洲际酒店集团高管表示,华邑
提供VIP登记入住和夜宵面馆,茶座和
私密午宴室等特色服务,专门满足中
国顾客需求。随着国内认同度增大,
洲际酒店集团计划在全球引进华邑品
牌,以适应中国
顾 客 的 海 外 旅
行。华邑的价格
预计接近皇冠假
日酒店(Crowne
Plaza),酒店在
北京的大床房价
格约为400美元。
洲际酒店集团已经在全中国管理
旗下洲际、皇冠假日和假日酒店品牌的
160家酒店。该集团去年在中国盈利19
亿美元,占集团全球利润的10%。洲
际酒店集团在推出EVEN品牌报告后不
到一个月宣布了华邑品牌。EVEN是面
向注重健康人士的酒店客。
主打中国特色洲际酒店集团揭幕首家中国品牌豪华酒店,进军本地市场
NEwsBriEFs新闻简报
MICE NOW 7
160洲际酒店集团在中国已投入运营的酒店数量
Noodle Bar for Chinese stomachs配合中国客人胃口的面条吧
MICE NOW 7
海南航空公司将斥资6580万美元在布鲁塞尔建造一座5星级酒店,
这可能是中国投资者在海外全资拥有的首家5星级酒店。这家被
德国航空事故调查机构JACDEC列为全球排名第五的安全航空公司,
已经开始建造一座181间客房的酒店,计划于2013年年中竣工。“我们
在欧洲保持了平稳的增长,不仅在航空业务方面,在酒店业业务近年来
也是如此,”海航集团欧洲首席代表张劲松说。
这一行动是与比利时政府就投资与建设获批进行两年谈判后的结
果,也是海南航空公司欧洲扩张的一部分。新酒店将成为海航在布鲁塞
尔新投入的第4家酒店,因为公司已在该市拥有1家3星级和2家4星级酒
店。海航还投运中国与布达佩斯、柏林、苏黎世和莫斯科之间的直航。
Hainan Airlines is investing US$65.8 million into the
construction of a five star hotel in Brussels, likely to be
the first five-star hotel in a foreign country wholly owned by
Chinese investors. The Chinese company, which was ranked
as the world’s fifth safest airline by the German aviation acci-
dent investigation agency, JACDEC, has begun building a 181
room hotel to be completed by mid-2013. “We have main-
tained smooth growth in Europe not only in flight but also ho-
tel business these years,” said Zhang Jinsong, chief represen-
tative in charge of Hainan Airlines’ European operations.
The move comes after two years of negotiations with the
Belgian government in order to receive the necessary invest-
ment and construction permits, and is part of the airline’s
proposed expansion in Europe. The new hotel will be Hain-
an’s fourth addition to the city since the company already
owns one three-star and two four-star hotels in Brussels.
Hainan recently began operating direct flights between Chi-
na and Budapest, Berlin, Zurich and Moscow.
Aiming high in another continent China’s Hainan airline to build 5-star Brussels hotel
高瞻远瞩 进军海外中国海南航空公司拟在布鲁塞尔建造5星级酒店
MICE NOW8
随着2012年全新优质酒店,娱乐场所和购物广场的开张,澳门会
展奖励旅游市场蒸蒸日上。
今年,一个大项目将在金沙城中心(Cotai Central)落成,该项目
将再提供5800间酒店客房与套房,以及600家商店。
澳门开发会议、激励、会展旅游目的地的成功,得益于其战略
性会展奖励旅游市场激励计划(Strategic MICE Market Stimulation
Program)的实施。自2009年启动以来,该项目帮助促成了约168项
奖励旅游,127个会议和83个展览,涉及216万团队游客。
去年,赴澳门游客人数首次突破2800万,而澳门人口仅为
56万。
The Macau MICE market is booming as new quality ho-
tels, entertainment precincts and shopping plazas pop
up in 2012.
A major project will be launched this year at Cotai Cen-
tral, which will provide an extra 5800 hotel rooms and suites
and 600 stores.
The success of the development of Macau as a destina-
tion for meetings, incentives, conferences and exhibitions
has been attributed to the Strategic MICE Market Stimula-
tion Program. Since its launch in May 2009, it has assisted
around 168 incentive travels, 127 meetings or conferences
and 83 exhibitions, involving 2.16 million delegates.
Last year, the number of visitors to Macau, with a popu-
lation of 560,000, surpassed 28 million for the first time.
strategic successMacau MICE market rises to new heights
战略性成功澳门会展奖励旅游市场上升到一个新的高度
NEwsBriEFs新闻简报
2500万2011年中国大陆赴澳门游客人数
10.9去年占国际赴澳门游客人数的百分比
25 millionThe number of visitors from mainland China to Macau in 2011
10.9Percentage of international visitors to Macau last year
More mainland Chinese visitors gravitate towards Macau更多的大陆游客向澳门进发
MICE NOW 9
MICE NOW
Taiwan is likely to scrap restrictions on foreign
ships traveling across the Taiwan Strait later this
year, in a bid to establish itself as a rising major cruise
hub, according to an operator.
US-based Royal Caribbean, said that Taiwan’s
strategic location in maritime transportation lanes in
Asia makes it possible for Keelung Port to become a
major cruise ship hub like Hong Kong, Singapore and
Tianjin in China.
The company plans to put a 140,000-tonne cruise
ship into service on its Asia routes next month, in-
troducing the biggest cruise liner operating in the
region.
Meanwhile, Taiwan and China have agreed to al-
low foreign cruise ships to operate between the two
sides of the Strait without having to apply for permis-
sion before each trip, according to the Ministry of
Transportation and Communications.
Because very few cruise ships are registered in
China or Taiwan, cruise operators have not benefited
from a 2008 cross-strait pact that allows direct ser-
vices across the Strait by ships registered on either
side.
strait competenceTaiwan vies to make Keelung Port a major cruise hub
461,000Number of cruise ship passengers across Keelung Port in 2011
Royal Caribbean Cruises 皇家加勒比国际邮轮
MICE NOW10
NEwsBriEFs新闻简报
MICE NOW 11
据一家邮轮公司透露,台湾可能在今年
晚些时候废除有关外国轮船来往海峡
两岸的限制,此举旨在奠定台湾作为新兴的
大型邮轮集散中心的地位。
总部设在美国的皇家加勒比邮轮公司
(Royal Caribbean)表示,台湾在亚洲海上
运输线上的战略位置,使基隆港有可能成为
像香港、新加坡和中国天津这样的大型邮轮
集散中心。
公司计划下月在其亚洲航线上投入一艘
14万吨邮轮,从而成为在该地区营业的最大
的定期班轮。
同时,据交通部表示,台湾和中国已经
同意来往海峡两岸的邮轮在每次航程前无需
获得审批。
由于几乎没有邮轮在中国或台湾注册,
邮轮运营方并未从2008年允许在任意一方注
册的邮轮直接提供跨海峡服务的海峡协议中
受惠。
海峡竞争力台湾力争将基隆港建设成大型邮船集散中心
461,0002011年基隆港邮轮乘客总数
MICE NOW 11
据Hotels.com的数据,公司旅行和会展奖励旅游
正推高全球客房均价。该公司发布的2011酒店
价格指数(Hotel Price Index)显示,由于会展奖励旅
游业在当今市场的强劲表现,客房价格较2010年上升
了4%。Hotels.com总裁戴维·罗奇(David Roche)
认为上升趋势是住宿需求增长,以及“商务和消费者
支出水平更高”的结果。
然而,尽管近来旅游业受到利好影响,今年,由
于自然灾害和政治动荡,酒店和住宿业在其它地区仍
遭受损失。例如,像中东和北非这样的地区,可能因
埃及和叙利亚的反抗运动面临酒店价格下滑。但去年
太平洋和北美区房价则飙升了5%。
尽管出现自然灾害,去年澳洲布里斯班和新西兰
基督城的酒店价格也呈现上升势头,这主要是因为供
应短缺。罗奇还指出,尽管价格上升,但仍低于2005
年时的峰值。“由于酒店价格总体仍低于2005年的水
平,现在正是出行和周游世界的大好时机,”他说。
According to a report by
Hotels.com, corporate
travel and the MICE industry
are driving up the global aver-
age of room rates. The company
released its Hotel Price Index
for 2011, which indicated that
room rates rose four percent
compared to 2010 due to the
strength of the MICE industry
in the current market. Hotels.
com president David Roche
considered the upward trend
an effect of increased demand
for accommodation and “higher
levels of business and consumer
spending.”
However, despite the recent
auspicious impact of tourism,
the hotel and hospitality sectors
in other regions still suffered
this year due to natural disas-
ters and political instability.
Areas such as the Middle East
and North Africa, for instance,
might face a drop in hotel prices
due to revolts in Egypt and Syr-
ia, while the Pacific and North
America had a surge of five per-
cent in rates last year.
Despite natural disasters,
prices in Brisbane and Christ-
church went up last year as
well, mainly due to short supply.
Roche also noted that despite
the growth, prices still remain
under the peaks of 2005. “With
hotel prices overall still below
their 2005 level, now is a great
time to go out and explore the
world,” he said.
global hotel prices upA new report demonstrates the importance of the MICE industry on hotel prices
全球酒店价格上扬一份最新报告验证会展奖励旅游业对酒店价格的重要性
up in the air…Marriott Marquis Dubai 直入云霄…马奎斯万豪迪拜酒店
Pan Pacific Suzhou苏州吴宫泛太平洋酒店
MICE NOW12
在一项雄心勃勃地推动菲律宾成为旅游胜
地的计划中,观光部正在进行签证规则
改革。新政的实施是政府的一项举措,旨在通
过简化入境程序要求和放宽停留时间吸引更多
外国游客。
现在,菲律宾将166个国家和地区的特许
免签时间从21天增加到30天,其中包括由观
光部——认证旅游运营商——组织的随团到菲
律宾旅游的中国人。持有效的美国、日本、澳
大利亚、加拿大、申根、新加坡或英国签证的
印度人将给与为期14天的免签。而另外一项可
能实施的改革涉及退休人员的长期居留,正在
由观光部、外交部和移民局评议。
观光部表示,通过这些签证改革措施,
菲律宾现在可以在入境政策上与泰国、新加坡
和马来西亚等邻国竞争,这些国家给予多数国
家国民最高30天免签。在新政策下,菲律宾希
望,到2016年外国游客能够达到1千万人次。
In an ambitious effort to promote the
Philippines as a tourist destination,
the country’s Department of Tourism
(DOT) is reforming its visa regula-
tions. The new policy implementations
are an attempt by the government to
lure more foreign tourists by simplify-
ing entry requirement procedures and
broadening the duration of stays.
The Philippines will now grant
increased visa-free privileges for 166
countries and territories from 21 to
30 days, including to Chinese nation-
als traveling to the Philippines as part
of a tour group handled by a Depart-
ment of Tourism-the accredited tour
operator. Indian nationals who have a
valid American, Japanese, Australian,
Canadian, Schengen, Singaporean, or
British visas will be given a 14-day visa-
free stay. Other possible reforms cur-
rently under review by the DOT, DFA
and BI involve a special long-stay visa
for retirees.
The DOT has said that with these
visa reforms, the Philippines will now
be competitive with the entry policies
of neighboring countries such as Thai-
land, Singapore and Malaysia, which
all allow entry of nationals of most
countries without a visa for stays of up
to 30 days. Under the new policies, the
Philippines now hopes to reach 10 mil-
lion foreign tourists by 2016.
gate wide openThe Philippines relaxes visa process to attract more foreign tourists
大门敞开菲律宾为吸引更多外国游客放松签证程序
NEwsBriEFs新闻简报
MICE NOW 13
Cost-cutting on Food and
Beverage budget has been
a pervasive trend at hotels
across the globe. Yet, ris-
ing guest expectations on food choices
means that presenting impressive dish-
es might come up higher on hoteliers’
agenda.
MICE Now spoke with Bart Buir-
ing about the new triumphing trends in
the Food and Beverage sector, key ele-
ments of a satisfying dining experience
and the importance of offering authen-
tic local dishes
Q: what are some of the latest food and beverage trends in china?A: First of all, the focus on food quality is
extremely important in China – the selec-
tion of ingredients and the authenticity
of food are critical. Guests are extremely
discerning and expect excellence. There
appears to be an increase in requests
for organically sources ingredients and
sustainable seafood. Our food and bev-
erage offerings are locally relevant, and
we offer a variety of menu items that are
appealing to those local clients ideally us-
ing ingredients that are locally sourced.
Increasingly, design and technology
are also very important in the food and
beverage arena. Speciality restaurant de-
signers and lighting/audiovisual design-
ers have become an integral component
of F&B success.
Q: what trends are you seeing in food & beverage for events?A: There is a lot of innovation in the
wedding arena in terms of décor, food
style and entertainment requirements.
culinary delight Catering to local food and beverage tastes can help hotels succeed in China, says Bart Buiring, vice president of continent lodging services & operations at Marriott International
Bart Buiring, vice president of continent lodging services & operations at marriott international
Destination weddings appear to be-
come more popular as well. We see
this in our resorts in Sanya but also in
destination such as Phuket. The grow-
ing presence of roof-top bars is another
trend we see. Wine tasting is also a
trend that has been evident for a num-
ber of years with Chinese increasingly
becoming expert wine connoisseurs.
Q: what is your hotel’s strategy to stay “regionally relevant” when it comes to cuisine offerings?A: We want to make sure that we of-
fer authentic regional food in our ho-
tels in China. Naturally for us to get
this right, we need to hire the best lo-
cal talent, conduct research and reach
out to chefs in the local area for their
support. We want to make sure that we
hire talented cooks, whether from the
best freestanding restaurants in the
area or as trainees from hotel schools
in those local markets. Rigorous train-
ing and sourcing the best ingredients
locally are also crucial. And then it all
has to come together in the kitchen
through excellent cooking technique
and the perfect preparation methods.
That is how we deliver excellence and
the highest quality.
Q: what are the key elements to en-sure a satisfying culinary experience for business travelers or conference attendees? A: There are a number of factors that
are very important when considering the
food offering for a meeting. Menu plan-
ning is often the first step. The time of the
day, the length of the meeting, the coun-
try of origin of the participants are all
factors that we need to take into account
when assisting our guests to plan events
at our Marriott or JW Marriott proper-
ties. Some gatherings lend themselves
more to sit down meals, others more to a
buffet style arrangement. When we plan
our coffee breaks for meetings we always
recommend that there is a buffet compo-
nent, a live cooking element and a “pass-
around” component. We also always
recommend that we offer a balanced se-
lection of sweet and savory options and,
of course, plenty of healthy food and bev-
erage selections. Juice bars for example
are becoming increasingly popular.
Q: You said you have incorporated designers into your event planning. could you elaborate on how you tailor the design of meeting spaces to clients?A: MICE clients are increasingly look-
MICE NOW14
viEwpoiNt高层视野
ing for designed meeting spaces that
are different from the standard ball-
room. Through design, through the
meeting table offering, the room set-up
and audiovisual technology, we aim to
satisfy those very demanding consum-
ers looking for a relevant meeting ex-
perience. Creative food and beverage
offerings in terms of coffee breaks and
lunches or dinners all add to the experi-
ence.
Q: And how important is food and beverage to a hotel remaining com-petitive in a local market? A: Food and beverage contributes sig-
nificantly to a hotel’s positioning in the
local market. If you consider a hotel in
a city, the local clients will often only
experience the banquet facilities and
restaurant facilities. Attracting local
consumers is critically important to us.
In the mind of those local consumers,
the image of the hotel is largely formed
in our meeting rooms and restaurants.
Q: what are some of the top food and beverage demands from chinese mice planners?A: For meeting planners the three
key factors for any meeting are tim-
ing, quality of the food, and service
that is tailored or personalized to
their event. Food needs to be freshly
prepared and delicious. It needs to be
served on time, and hot food needs to
be hot and cold food needs to be cold.
These requirements have not changed
much over the years. Authenticity is
critically important. Special requests
for religious reasons or because of
allergies need to be fulfilled without
any delays or errors.
Q: Do you see a surge in mice del-egate’s demand for healthier foods in china? A: It is clear that there is an increasing
demand for healthier food options in
China. Whether I want to go as far as
to call this a “surge,” perhaps not quite
yet. It is, however, clear that guests
are increasingly concerned about their
calorie intake, interested in where the
product ingredients come from and
whether food items are organic or not.
There also appears to be a clear trend
to eat less red meat and to increase in-
gredients with anti-oxidants such as
goji berries and blueberries.
Man Ho Chinese restaurant at Shanghai Marriott Hotel City Center
Chinese welcome...Shanghai City Bistro Kitchen中式欢迎...上海雅居乐万豪酒店
viEwpoiNt高层视野
Japanese style...Inaginku日式风情...稻菊餐厅
MICE NOW 17
MICE NOW18
upward mobilityChina’s lower-tier cities are on an infrastructure spending spree coupled with an influx of global hotel chains, heralding the rise of MICE business beyond metropolitans
MICE NOW18
MICE NOW 19
CovErstorY封面故事
Mention the annual World Economic
Forum to business circles and the
city of Davos perched on the Swiss
Alps will spring to mind. The fact
that hosting conferences can cata-
pult a once-ignored town to global recognition is a fash-
ionable idea that a plethora of smaller cities in China have
begun to subscribe to. The aim of this rite of passage, for
many if then, is to propel the local MICE industry up to
the next level.
Long overshadowed by the dazzle of Beijing, Shanghai
and Guangzhou, China’s secondary and tertiary cities are
powering ahead as the latest emerging MICE destinations.
The evidence is there in abundance: Over the last decade,
landmark exhibition facilities have popped up all over the
country, high-speed railway networks now zip past fields
from east to west, and luxury international hotels are
scrambling to break ground first in China’s interior cities.
A combination of increasingly sophisticated business
environments, less cumbersome travel routes and, per-
haps most importantly, operational cost-effectiveness has
allowed for the emergence of strong alternatives for MICE
Signatue restaurant at The Westin Changbaishan Resort 长白山万达威斯汀度假酒店特色餐厅
Elegant European Coffee Break at Kempinski Beijing
北京凯宾斯基饭店...优雅欧式茶歇
MICE NOW 25
乎更加渴望提升其海外形象,这对该地区的
MICE业务来说是件好事。去年,成都展览局
在纽约时代广场推出了一个高调的宣传视频,
主要以熊猫、商业中心、文化遗产和自然风
景(如值得游客回访的九寨沟和峨眉山)为
主题。这些努力得到了回报:2012年4月,
美国福布斯杂志宣布,2013年全球财富论坛
将在成都举行,这标志着像这样级别的活动首
次在一座中国的二线城市举行。国际会议协会
(ICCA)进一步做出预计称,在厦门、深圳、
杭州、大连、天津以及海南度假胜地这样的城
市中将举办更多国际活动。
此外,为了推动这一势头,很多政策上的
限制正在被取消。海南希望吸引来自西方的资深
游客,对来自澳大利亚、美国和加拿大的代表团
和旅行团给予免签入境待遇。连接中国新兴城市
与欧美的直飞航班正在激增。到2030年,从武
汉坐飞机能够直达的国际旅游目的地的数量将增
至40个。它将成为继上海、北京和广州之后的
中国第四大航空枢纽。
来自三亚万豪度假酒店的林群说,尽管三
亚吸引了很多国际盛会,但缺乏主会议中心大
大影响了该市对大规模团体的吸引力。同样,
杭州现有的场所设施也很难满足超过1500人的
团体。根据ICCA的数据,在过去10年,杭州
的国际性会议比例在2010年增加了3.5%。然
而,这主要受到了2010年上海世博会的连锁效
应,而上海世博会已经淡去。“在杭州,PCO
的数量相较北京和上海来说依旧很少。”杭州
MICE协会的副会长舒涛说,“而这就是那些
正在寻求升级MICE业务的中国二、三线城市
所面临的挑战。”
二级市场,一流机遇聚集在上海和北京的酒店运营者满脑子都在思
考像“精品店”和“小众市场”这样的词汇,
但与之不同的是,多数中国二、三线城市才刚
开始迎接主流国际品牌酒店的入驻,就像仲量
联行(Jones Lang LaSalle)所做的《中国50
城》报告中所指出的那样。
后一种现象激起了人们对于市场消化
能力的质疑。然而,许多人相信酒店运营商
大举进军中国内地城市的做法并不是一个盲
目的赌注。稳固的中央和省级政府基础设施
建设投资、充足的旅游资源、以及积极的中
国 游 客 的 增 加 , 都 是 中 国 低 级 城 市 想 要 获
取更多蓬勃发展的国内会奖市场份额的强有
力诱因。“每座酒店都有自己的特色和市场
地 位 。 它 们 来 到 本 土 市 场 , 能 够 填 补 市 场
空 缺 , 并 产 生 ‘ 群 集 效 应 ’ , 为 会 议 和 活
动组织者带来了更加多样化的选择。”杭州
MICE协会的舒涛说道。
大量农村居民涌入二线城市预示着一个
有潜力的消费市场的形成。据麦肯锡全球研究
所的预计,中国富裕家庭的数量将翻三番,即
从2008年的160万户增加至2015年的440万
户,其中75%的增长将发生在大城市外。《
国际商业追踪》(Business Monitors Inter-
national)近期的一份报告预计称,中国零售
商积极地扩张至蓬勃发展的二、三线城市,此
举将推动零售销售额在2009年至2014年期间
增加74%,这一数据着实令人欣喜。
这些充满希望的迹象提升了高端酒店
在增加扩张步伐时的信心。预测数据显示,
中 国 的 酒 店 市 场 将 在 2 0 3 0 年 前 每 年 增 加
5 - 8 % , 如 此 稳 定 的 增 幅 对 于 多 数 西 方 市
场 来 说 难 以 置 信 。 雅 高 酒 店 正 努 力 地 想 在
2015年把自己在中国的酒店数量翻番,其
最近的一个举措就是为中国高级游客度身定
制了一个品牌——美爵酒店(Grand Mer-
cure)。在更早之前,希尔顿酒店宣布计划
据国际会展协会(ICCA)
最近的报告,中国政府对
二三线城市新基础设施的
投资,到2040年将形成
120个可运营的世界级会
展中心
InterContinental One Thousand Island Lake Resort杭州千岛湖洲际度假酒店
naked Stables Private Reserve
MICE NOW26
CovErstorY封面故事
增加中国酒店的数量,即到2014年,把酒
店数量从当前的25家增加至100家。届时
中国将取代美国,成为希尔顿酒店的最大市
场 。 同 时 , 在 这 些 新 酒 店 大 楼 中 有 很 多 会
在中国的小型城市拔地而起。单单在2011
年,中国的18家新增星级酒店中有近80%
选择了酒店服务业并不算发达的地区,如大
连、成都和无锡。
激烈的竞争伴随着低入住率,长期以来
一直在影响着主要城市(如北京和上海)中的
酒店。因此,对于全球酒店连锁来说,寻找其
他增长区域就自然而然的成了重点。据仲量联
行的报告—《中国50城》,许多酒店预计会
采用一种防御性的中级市场战略,成为入驻该
地区的首座国际酒店。
“在许多情况下,在低级城市的酒店被
视为吸引游客的标志。”仲量联行执行副总裁
吴嘉保(Lily Ng)说,“但最终,其增长依靠
的事当地经济的繁荣度以及对于酒店房间的充
足需求。”虽然一些业内批评家做了一个更加
小心的展望,但酒店老板却持乐观态度。雅高
酒店全球首席市场运营官尚普杰(Grégoire
Champetier)相信,中国三线城市的收入能
胜过在上海、北京和广州的酒店。
归根结底,对于酒店业者来说,打造一
个制胜的MICE业务的关键是服务质量。在中
国,多数业务依旧是通过茶会来达成,而非
酒吧台。在中国低级城市中,迎合中国人口
味要更加重要,因为在那里消费者更加习惯
于传统的生活习惯。在雅高的美爵酒店,客人
可以通过标有中文字符和拼音的徽章来选择服
务员工。比如瑜伽区和当地进口茶的元素,
被重点用于迎合中国客人的期望,让他们感觉
舒适。“在中国地级城市酒店的竞争力在于,
它们是否能为客人提供他们所需的那一种服
务。”仲量联行的吴嘉保指出。
然而,要想真正赢得MICE规划者的青
睐,需要的不仅是硬件上的升级。二、三线城
市的酒店外服务质量需要增加。与大城市相
比,这仍然是一个落后的因素。游客投诉出租
车司机拒载,以及投诉在著名景点的小贩的案
例依旧层出不穷,多数是因为缺乏合理有效的
旅游监管。中国的二三线城市要成为具有吸引
力的新MICE旅游目的地,绝非一夜之间、自
上而下的转变所能实现。
naked Stables Private Reserve
Crowne Plaza Chengdu Panda Garden
成都保利公园皇冠假日酒店Welcome to China Meeting Pakages at Kempinski Beijing北京凯宾斯基“北京欢迎您”特色茶歇
MICE NOW 27
A decade ago, Beijing and Shanghai
were the sole go-to tourist destina-
tions in China. But after years of pollution,
inflation and traffic, their attractions are
less savory choices nowadays for most trav-
elers. Enter Chengdu. Located on a fertile
plain known as the “Country of Heaven,”
Chengdu is one of China’s most significant
economic, financial and communication
centers. Hoping to capture a slice of the
market disenchanted by the congestion of
Beijing and Shanghai, Chengdu has upped
its profile as a place for travel, commerce
and fun.
The shining jewel of miCeWhile the 2008 Sichuan earthquake hit
Chengdu, the city has proved itself still ro-
bust. In 2009, Chengdu’s GDP ranked 10th
among the country’s 19 sub-provincial
cities. Chengdu is now home to over 100
global R&D centers, while construction has
started in 2010 on 44 technology innova-
tion programs in the Chengdu Economic
and Technological Development Zone.
Dozens of Fortune 500 companies, includ-
ing Intel and IBM, Nokia and Microsoft
have all set up offices in the city as well,
providing a high demand for technology-
The sky’s the limit for Chengdu’s MICE industry
the pulse of western china
centered events.
With such a bustling setting, it’s no
wonder the brocade city of China glistens
as a popular hotspot for MICE travelers,
who are eager to indulge in both the mod-
ern and historic facets of Chinese culture.
The Chengdu International Exhibition and
Convention Center, one of the local gov-
ernment’s key projects, boasts a gross floor
area of 210,000 square meters, including
two large international exhibition halls
with a capacity for 2,400 international stan-
dard booths.
Through such efforts, Chengdu has since
played host to a variety of domestic and in-
ternational trade exhibitions, high-level cor-
porate meetings and global conventions.
Previous highlights are the EU-China Invest-
ment and Trade Fair, the China Domestic
Tourism Fair, the International Federation of
Photographic Art Conference, and the IAEA
Fusion Energy Conference.
paving the road for successIn of March of 2011, it was also announced
that Chengdu would host the 10th Routes
Asia event next April. Although Chengdu is
one of the most populous cities in China, its
recognition by the Routes Asia committee
solidifies its presence as one of the coun-
try’s major hubs of transit in the country.
A necessity for any MICE destination,
convenient transportation and transit is a
critical factor in the market of event planning.
Chengdu not only has some of the longest
highways in western China, but also a radial
road network of six freeways. The Cheng-
du Shuangliu International Airport (CDIA)
handled 25.8 million passengers last year,
ranking it the sixth largest airport. To meet
the aviation needs of western China, CDIA
has released its plans for the next five years,
including the launch of their new passenger
terminal set for early 2012.
Great accommodation is not in short
supply in Chengdu either. A variety of re-
sorts and hotels are available, from highly
reputable global brands such as InterCon-
tinental and Shangri-La, to more budget-
conscious options like Holiday Inn and the
Sheraton. According to Jeffrey Zhang, the
general manager of Area Sales & Market-
ing at ETG Portfolio Hotels, the hospitality
industry in Chengdu is keen on attracting
and satisfying clients with incentives and
quality service. At IHG, he says, “We always
believe the outstanding service is the key
to win the business. Our brand advantages
Shanghai City Bistro kitchen上海雅居乐万豪酒店餐厅厨房
28
and unique facilities can offer clients the
best value and help them organize a suc-
cessful event. IHG also has the Priority Club
Meeting Rewards, our own unique loyalty
program for meetings.”
Flying highThe 10th Routes Asia is only the begin-
ning for the MICE industry in Chengdu.
At the 4th Conference Industry Meeting
held in Beijing, Chengdu was awarded the
“Best Conference City in China in 2011.”
According to statistics, Chengdu held 398
exhibitions in 2011. The population of at-
tendants for such events was well over 96
million. As a result, exhibition space surged
to 2,331,300 square meters, a 22.26% rise
from the previous year. On the whole, the
MICE industry in Chengdu grew 22.5%,
reaching RMB3.97 billion.
It seems like all signs point to a vibrant
market for MICE for the capital of Sichuan.
Despite turmoil over the 2008 Sichuan
earthquake, Chengdu has proven itself a
destination unwilling to retreat or hiber-
nate into misfortune. If its booming MICE
market is indicative of anything, it’s that
the city is not only resilient, but also ready
for any challenge.
成都MICE行业前途无量
中国西部的动脉
十年前,北京和上海是中国唯一的两处重
点旅游目的地。但他们的吸引力正受
到环境污染、膨胀和日益严重的交通问题的威
胁——因此,对多数游客来说不再是唯一的优
质选择了。走进成都。它坐落于一个富饶的平
原上,被誉为“天府之国”,同时也是中国最
重要的经济、金融和交通运输中心之一。为了
抓住由于北京和上海拥堵的交通而损失的那部
分市场,成都提升了形象,把自身定位为一座
集旅游、商务和娱乐于一体的城市。
MICE行业的璀璨明珠虽然2008年四川大地震重创了成都,但它
证明了自己仍然充满活力。2009年,成都的
GDP在全国19个副省级市中排名第10 。成都
目前拥有100多家全球研发中心,而44个科技
创新项目的建设工程也已于2010年在成都经
济科技开发区启动。包括英特尔和IBM、诺基
亚和微软在内的几十家全球财富500强公司,
都在成都建立了办事处,带来了对以科技为中
心活动的大量需求。
在如此繁荣的背景下,这座中国的锦城
会一跃成为颇受会展旅游游客欢迎的热点也就
不足为奇了,游客们都热切地希望享受到融合
了现代和历史的中国文化。当地政府重点项目
之一——成都国际会议展览中心总建筑面积达
到21万平方米,包括两个大型国际展厅,可
容纳2400个国际标准展台。
通过这样的努力,成都获得了各种国内外
贸易展会、高层次公司会议和全球会议的主办
权,包括欧盟—中国投资贸易合作洽谈会、中
国国内旅游交易会、国际摄影艺术联合会代表
大会以及国际原子能机构聚变能大会。
为成功铺平道路2011年3月,成都宣布将在今年4月承办第十
届亚洲航线发展论坛。尽管成都是中国最受欢
迎的城市之一,但它得到了亚洲航线委员会的
认可巩固了其作为中国主要交通枢纽的低位。
作为任何一个MICE旅游目的地所必需的
特质,方便的交通运输是市场中筹划活动的一
个重要因素。成都不仅拥有中国西部地区最长
的几条高速公路,而且还有一个由6条城际快
速通道所组成的辐射式道路网络。成都双流国
际机场去年旅客吞吐量达到了2580万人次,
是中国第六大机场。为了满足中国西部地区的
航空需求,双流机场公布了未来5年的计划,
包括新的航站楼,预计将于2012年早期投入
运营。
成都也不缺乏舒适的住宿条件。游客可
以选择各种各样的度假村和酒店,从洲际酒店
和香格里拉这样的知名大牌,到假日酒店和喜
来登等更加经济实惠的酒店。成都世纪城天
堂洲际大饭店的总经理张毅(Jeffrey Zhang)
称,成都的酒店业渴望凭借优惠和高品质服务
来吸引和满足客人。在洲际酒店集团(IHG),
他说:“我们总是相信,杰出的服务是赢得业
务的关键。我们的品牌优势和独特的设施能为
客人带来最大的价值,并帮助他们组织一场成
功的活动。洲际酒店集团还有优悦会(Priority
Club Meeting Rewards),这是我们为会议所
推出的独特的忠诚度计划。”
展翅高飞第10届亚洲航线发展论坛仅仅是成都MICE业
发展的开始。在北京举行的第四届会议行业大
会(Conference Industry Meeting)上,成都
被评为“2011年中国最佳会议城市”。据统
计,成都在2011年举办了389次展会。这些活
动的参与人数刚好超过了9600万。为此,展
会空间激增至2,331,300平方米,较去年增加
了22.26%。总体来说,成都的MICE行业收入
增加了22.5%,达到39.7亿元。
对于这座四川省的中心都市来说,似乎
所有的迹象都预示着它将有一个非常活跃的
MICE市场。
尽管2008年的四川地震令成都陷入混
乱,但它已经证明自己是一个面对困难不愿退
缩或屈服的目的地。如果其欣欣向荣的MICE
市场能够说明什么的话,那就是成都不仅有着
极具韧性,而且已经准备好接受任何出现在其
面前的挑战。
InterContinental Hotels Group Century City Chengdu & Jiuzhai Paradise Hotels成都世纪城天堂洲际大饭店
29
CitYspotlight城市焦点
the architecture of visionAlan Barr, Creative Director at Blink Design Group talks with MICE Now about smart hotel property design ideas, identity creation and the importance of adopting a forward-looking mentality
Q: First off, what are some of your recent
projects in China?
A: In China, we do a lot of work in Sanya, which
is obviously very resort- and MICE-oriented.
We’ve been doing the Le Meridian and Westin
projects in Xi Shuang Ban Na in Yunnan. The
places we work now also include Shanghai and
Guangzhou.
We also have quite a few renovation works
in existing properties in Sanya, since there is so
much new inventory coming online over the
past five years. The early ones now look old, and
have to keep up with their neighbors. So we are
starting to see more early-renovation in the his-
tory of properties.
Q: is the renovation cycle getting shorter in
China?
A: Yes, the renovation cycle in China is becom-
ing shorter in some cases than other parts of
Alan Barr, Creative Director at Blink Design group
the world. We are working on a Hilton project in
Sanya now, as an example. That property is just
six years old, and we are already working on the
lounge and lobby renovation design, whereas
normally you would wait for ten to twelve years
and just do a major refresh instead. Because of
the inventory competition, the lifecycle of reno-
vation is getting shorter in China. It’s a unique
trend that we don’t see in many other parts of
the world.
Q: How do you cater to Chinese consumer
tastes?
A: China certainly demands or dictates its own
vernacular, its own style. It’s a market maturing
at a rate so much faster than other places. There
was a generation of design where you put red
and blue in vases everywhere, and you put fur-
niture and keys around hardware with loops – it
was very cliché. That generation of design has
MICE NOW30
CovErstorY封面故事
MICE NOW 31
completely gone away. The customer has
matured. China is very modern, forward
and progressive, and it moves at a speed
that no one else does, which is part of the
magic of the education and evolution of
the guests. And the customers are really
varied. If I have to pick which side they lean
to, I would say the majority lean towards
traditional, although they might not say
that.
Q: What’s the major challenge in de-
signing miCe-oriented properties?
A: The problem for planning MICE venues
is that in terms of visitors, it’s all or nothing.
raise your glassThe rise of wine culture and tourism in China presents refreshing opportunities for the MICE industry
When it comes to popular
exports from China, wine
historically hardly comes
to mind. Long dismissed at as a low-
end libation, Chinese wine shocked
the world last year when Helan Qing
Xue’s red Bordeaux blend “Jiabeilan”
from 2009 won a prize at the Decanter
World Wine Awards in London, a first
for China.
The warm approval for “Jiabeilan”
granted by an internationally ac-
claimed competition signals a pivotal
point for domestic wine in China: Al-
though wine is a sunrise market in
China, with the right price points, it
has the promise to flourish and perhaps
even rival the vineyards in Germany,
France and Italy.
Domestic blissThe rising demand for wine in China
is nothing to scoff at either—the an-
nual rate of growth of the Chinese wine
market is more than 20%, while the
global rate is less than 1%. According to
research by Ipsos, red wine surpassed
Chinese traditional liquor as the most
popular alcoholic drink last year. Cur-
rently, imported wines represent 25%
of the market share in China, with 45%
coming from France. Australia and
Chile are the second and third larg-
est exporters of wine to China, netting
about 15% of the market each.
But the bulk of wine consumed in
China is supplied locally by approxi-
mately 500 mainland wineries, with
140 alone in Shandong. Other prov-
inces championing vineyard excellence
include Hebei, Gansu and Yunnan;
and even Xinjiang is known for its re-
markable but inexpensive wines de-
spite arid conditions. Ningxia has also
caught onto the lucrative lure of wine,
announcing in July 2011 its plans to
establish China’s largest grape culture
corridor in Mount Helan.
Home soil for premium brandsThe phenomenon, however, is much
larger than just an awareness of wine
in China. While the majority of wine in
China is still deemed as cheap, subpar
options, boutique wineries in China are
on the rise, as they blend exceptional
local creations that hold their own
against fine wines in the United States
and Europe.
Marc Curtis, the founder and CEO
of China Wine Tours, is a close eyewit-
ness to the developing appetite for wine
in China, “When I talk to people about
wine in China, I usually get two ques-
tions. One, there’s wine in China? And
two, is it leaded or unleaded? But there
are smart producers [in China] who
are concerned about the quality. You
just have to know who they are.”
Silver Heights and Grace Vine-
yard are two such pioneers. Tucked
away in Ningxia, boutique winery
Silver Heights is well-known for its
“Silver Heights Family Reserve” and
“The Summit” wines, both blends of
Cabernet Sauvignon, Cabernet Franc
and Cabernet Germischt. The vine-
yard’s “Silver Heights Family Reserve”
2009 took the top trophy for the Best
Chinese Wine in the 2011 China Wine
Dynasty Tianjin Jixian Vineyard王朝天津蓟县葡萄园
MICE NOW34
ChiNAFoCus聚焦中国
Challenge, while “The Summit” 2009
placed second in a blind-tasting com-
petition, beating out several of its Bor-
deaux equivalents.
Silver Heights serves a niche mar-
ket in China, with only 10,000 to
20,000 bottles of output each year. It is
distributed primarily in five-star hotels
such as Grand Hyatt and upscale wine
stores in China.
Located on Taigu Plateau, 40km
from the city of Taiyuan, Grace Vineyard
is another such treasured find in China’s
wine market. In the same blind-tasting
competition in which Silver Heights’s
“The Summit” 2009 came in second,
Grace Vineyard’s “Chairman’s Reserve”
2009 famously received the top honors
and took home first prize.
According to Jim Boyce, admin-
istrator and contributor of the blog
Grape Wall of China, there is room for
improvement for Chinese wines, but
the consistent accolades for vineyards
like Silver Heights and Grace Vineyard
demonstrate how China as a burgeon-
ing wine region has competed well in-
ternationally so far.
grape experienceTours of vineyards and wineries in
China are earning higher interests.
Shanxi-based Grace Vineyard is host to
around a dozen guestrooms for visitors,
as well as fine dining on the estate that
specializes in local cuisine. Aside from
wine-tastings, guests are also welcome
to other activities at vineyard, includ-
ing barbeques, fruit-picking and cy-
cling. Noted for its old-fashioned hints
of cherry and oak, Grace Vineyard’s
award-winning “Deep Blue” 2008 is
sure to pair nicely with the quaint land-
scape of Shanxi.
For the more involved traveler,
China Wine Tours is also an excellent
escape, especially for those interested
in a greater understanding of fine wine
in China. For CEO and founder Marc
Curtis, it’s all about featuring the best
and brightest vineyards, “[There are
wineries] with RMB1000 priced bot-
tles of wine that make the mistake of
thinking price means quality. But it
doesn’t…When I choose places to tour,
I look for the more unique and con-
cerned vineyards that care about excel-
lent tastes and aromas. Those are the
vineyards that provide truly great tast-
ing experiences for our clients.”
The domestic demand is picking
up. Last year, about 20 individual wine
connoisseurs hailing from abroad and
Beijing, Shanghai, voluntarily joined the
grape picking and wine making process
at Silver Heights, says Emma Gao, owner
of the winery. “We have been mostly fo-
cusing our attention on raising quality,
since we are a small family business,”
MICE NOW 35
said Gao. The next step for Silver Heights
is to set up a 600-acre vineyard near
tourism hotspots in Ningxia. “We will
consider gradually work towards offering
more diversified experience for wine lov-
ers,” said Gao.
Cash-flush Chinese wine aficiona-
dos and MICE travelers aren’t restrict-
ed to tours and exhibitions in the main-
land either. Between July 2010 and
June 2011, Chinese consumers spent
US$311 million on Bordeaux wine be-
tween July 2010 and June 2011, which
has led to a bump of Chinese tourists
swarming to Bordeaux. Yan Vacher,
the general manager of Grand Hotel
de Bordeaux and Spa, predicts about
15% of the hotel’s guests in 2012 to be
from mainland China. Eager to learn
about the typical Chinese wine drinker,
resorts like Grand Hotel de Bordeaux
and Spa and German’s Mainz Tourism
Bureau recently targeted their market-
ing efforts to China as well, including
promotions for private vineyard tours.
Long-lasting legacy or flash in the panAlthough the wine market in China is
anticipated to rise by 93% by 2014, it’s
still difficult to predict what lies ahead
for local fine wine culture and tourism.
According to market research by the
European Union SME Centre, wine
consumers in China are typically of
one of three profiles: affluent Chinese
with limited knowledge of wine who
purchase recognizable French brands
as a symbol of status; wine drinkers in
large metropolitan cities like Beijing
and Shanghai who regularly attend
wine tastings and other wine apprecia-
tion events; and finally, those who have
studied or worked overseas with exten-
sive knowledge of wine who seek out
hard-to-find vintage wines and own
private collections.
Whether this tiny sliver of consum-
ers for fine wine diversifies into greater
mainstream culture or remains an expen-
sive interest for the elite is undetermined.
Lucky Tan, an event coordinator for In-
terwine China, argues that the rising
middle class has led to a more discern-
the bordeaux of chinaA conversation with Roberto Madan, General Manager of Crowne Plaza Yantai Sea View on the city’s wine culture and its MICE potential
How has the wine tourism industry developed in Yantai in the past few years?Yantai is the birthplace of China’s wine
industry so there are many great attrac-
tions like the Yantai International Wine
Festival. Changyu Winery also actively
promotes this culture with its tours to
Changyu Wine Museum and Changyu
vineyards along the Yantai and Penglai
corridor. Besides, there is an annual wine
seminar held in Penglai, which is a forty
minute drive from Yantai. All this being
said, wine tourism is certainly slated for
growth.
What are the main attractions that lure tourists to a place like Yantai? The main attractions that lure tourists to
Yantai are its natural beauty, its beauti-
ful pristine coastline with sandy beaches
and its abundance exotic seafood. Other
great attractions are The Eight Immortals
Across the Sea, Golden-City Zhaoyuan
and Kunyu Mountain Park. Yantai also
has numerous golf courses for the avid
golfer, and a great coastline for sailing
and fishing. Yantai’s climate is just so
wonderful; it really is a beautiful, verdant
and pristine city.
What type of wine-themed ac-tivities does your hotel offer? We offer tailor-made theme parties,
which can include a beautiful cruise,
outdoor cocktails by the beach, or even
a vineyard party where participants can
pick grapes on their own. We also pro-
vide several wine pairings to the great
food that we can offer on the vineyard.
How much is wine tourism ex-pected to grow in the next few years in Yantai?We anticipate the annual growth to be at
5 percent as the International Wine Festi-
val is garnering prestige and recognition
amongst wine merchants and other wine
incentive tours.
What else does Yantai offer miCe travelers?Yantai is a great MICE destination be-