SE Asia and Mainland China emerging meeting market
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Transcript of SE Asia and Mainland China emerging meeting market
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Southeast Asia & Mainland China:
An Emerging Meetings Market
David L Jones, PhD.Associate Professor
Hong Kong Polytechnic UniversitySchool of Hotel and Tourism Management
1
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What Ever It Was That Got You To
Where You Are Today, Is Not Sufficient to
Keep You There
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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
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MICE INDUSTRY GROWTH
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• 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
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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?
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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
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Typical Meeting Set-ups – North America
Breakout Session
General Session
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Differences in Size of Various Types of Meetings
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Size of meeting rooms for conferences – North America
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Differences in Asian Meetings
• Meeting room set-up– Requirement of head table at all sessions– Formality of meetings
• Simultaneous interpretation• Size?
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Asian Meeting Set-ups
Forum General Session Head Table
Breakout Session
Photo to be Added
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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
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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
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Size!!
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What Size Should Meeting Space Be?
0.06
0.3
1.3
0 0.2 0.4 0.6 0.8 1 1.2 1.4
China
USA
UK
POPULATION
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Are We Prepared?Financial industry employees per institution
Hotel ballroom sizes – Hyatt Hotels
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Are We Prepared?Financial industry employees per institution
Hotel ballroom sizes – Hyatt Hotels
Grand Hyatt Macau – 20,742 Sq. Ft. – 2,500 Theater Style
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Future Convention Center Venues in Mainland China
Anticipating the trend?Two Case Studies
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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
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China National Convention Center - Beijing
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Shanghai Expo Center
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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
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Wal-Mart – China - 2011
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Wal-Mart - China
• CNCC – January 2011• 4,000 attendees from 329 stores
in China• 79 suppliers – 13,000 m2 of
exhibits
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People!!!!
What about the “peopleware”?
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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
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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
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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
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Development of Service Culture
Business
HomeEducationalInstitutions
Society
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Shangri-la Philosophy Has It Changed?
BEFORE NOW
Shangri-La
Hospitality
from
Caring
People
殷勤好客香格里拉情
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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
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Questions for You
• Has anyone had success with attracting attendees from Asia?
• Who is interested in increasing the number of attendees from Mainland China?
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OUTBOUND CHINESE –YOUR FUTURE
ATTENDEE
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100 million outbound Chinese tourists by
2015!!How do you reach them for meeting attendance?
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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
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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
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Mainland Chinese Attendee Profile
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eLong – Hotel Guest Decision Making
1. Prices2. Location3. Description of facilities4. Review of other users
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Chinese Luxury Tourist (CLT) – Regions to be visited
Market Probe Travel & Tourism Group, 2011
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CLT – Best Hotel/Airline Brands
Market Probe Travel & Tourism Group, 2011
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CLT – Class of Service
Market Probe Travel & Tourism Group, 2011
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Reaching the Mainland Chinese Attendee
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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
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Social Media in Marketing
• Social Networking Sites
• Review Networking Sites
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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?
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INBOUND – HOLDING AN INTERNATIONAL MEETING IN MAINLAND CHINA
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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
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Where did they come from?
Where did they go?
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China Meetings
• ICCA – China jumped from #19 to #9 on the list of countries drawing the most association business
• PCOs– MCI– Kellen
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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
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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)
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Application Process for Approval
China Medical Society Example
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Criteria for Support from CMA
• Support by China Medical Association & Specialty Society
• Background, scientific benefits, financial benefits
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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
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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
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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
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Secondary City in Mainland China
Chongqing 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
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Greater China and SE Asia
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Hong Kong SAR
• Cosmopolitan city• Global mindset• Experienced
– Exhibitions– Incentives
• Great convention and exhibition venues
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Hong Kong Convention and Exhibition Center (HKCEC)
Asia-World Expo (AWE)
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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.
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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
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• All inclusive themed resorts
• Privately owned & managed
• Extremely rapid development
• Issues, with changes seen every month– transportation– infrastructure– HR
Different business concept
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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
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Singapore
SUNTEC
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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
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UNDERSTANDING ASIA
Cross-cultural Negotiation
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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
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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
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The Possession of Facts is Knowledge,
the Use of Them is Wisdom
Thomas Jefferson
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To Be Fond Of Learning Is Near To Wisdom
智者乐学Confucius
孔子
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Thank You
Xie Xie
谢谢!