Marriott Develops Regional MICE Market

Having identified a potential growth segment in Asia-Pacific’s MICE industry, global hotel chain Marriott International is making moves to sharpen its forte in serving the corporate travel and events segment.

Paul Rushton, who spearheads the company’s MICE efforts as regional director of MICE sales Asia-Pacific, said his action plan includes intensive market research, partnerships with NTOs in marketing destinations where Marriott properties are located, and creating brand-specific strategies.

Paul Rushton

Explaining the ramped-up focus on the regional MICE market, Rushton said: “The outlook for MICE is fairly positive this year. There are some global economic uncertainties, but 80 per cent of the Asia-Pacific market book (travel) within the region, and this region is doing quite well economically.”

When asked about Marriott International’s refreshed MICE targets, Rushton said: “We are not putting numbers down, although we are expecting growth this year. We saw year-on-year growth from 2010 to 2011 due to (hotel network) expansion. We have 46 large convention-type hotels now in Asia-Pacific (out of 130 hotels overall). China and India saw the biggest business and property progress. Our focus will be on Asia-Pacific – 80 per cent of our attention will be on our own backyard and 20 per cent further afield.

“At the same time, we want to generate more longhaul business from the US, Europe and the Middle East. The longhaul market is still important, as its travellers stay longer and have more elaborate events. The market also has longer lead times,” he added.

Renaissance Hotel Beijing China

Rushton said market research data, obtained from the new generation of MICE buyers, would shape future strategies for property development and sales and marketing.

“We are building a clear understanding of meeting clients today and in the future. The meeting planner today wants technology in his events, demands that hotels submit proposals immediately as time is lacking, and wants an event space that can energise his event in an informal setting. Yet, one need remains constant – the need for service excellence.”

Rushton said the findings thus far had influenced the company’s design of future meeting and convention-type hotels.

“The Renaissance brand, for instance, is already making its meeting spaces more conducive for modern events,” he said.