Shangri-La: A perfect MICE venue
Vivek Braganza, Director of Business Development (India), Shangril-La Hotels and Resorts talks about the international Hotel portfolio for Shangril-La Hotels and Resorts from the perspective of the Indian MICE market
Kindly elucidate on the MICE venues.
As Shangri-La, we are very proud of the products we have across Asia Pacific. From the MICE and weddings perspective we have products which are very suited to the Indian customer. In a roadshow, held in September this year we had five hotels across three destinations present. There was Bangkok, Chiang Mai from Thailand and Hambantota and Columbo from Sri Lanka, Rassa Ria Resort from Kota Kina Balu in Malaysia.
Kindly elaborate on the MICE facilities at these venues.
The venue capacities range from weddings for 250 people as a residential format right up to the Shangri-La Columbo which has a 17000-square foot ball room and can accomodate 1500 people in one event in the round table arrangement. Not only the diverse spaces that we offer but really the kind of destinations, where the hotels are located is very suitable to India.
What has been the growth trend for the wedding market from India?
The opportunity for us is really like the tip of the iceberg, we have seen tremendous growth in excess of 50 per cent year-on-year from the MICE segment and some of the most popular destination for us continue to be Thailand, a very known destination for India. Sri Lanka has opened up after 20 years so its fantastic to have them. We do very well in Muscat and Malaysia and of course, Hong Kong and Singapore are firm favorites.
At the Bengaluru property we are responsible for opening very divergent markets, new opportunities are coming in from the Middle East as well as China. What is really driving the Shangri-La's event collection, is a programme that we use for MICE meetings and events. Also, our association that we launched this year, along with Taj inner circle, Shangri-La Golden circle, allows you to earn and burn your points both ways.
What are the trends seen in the international MICE segment?
We are seeing an uptake in demand. There have been a few macro-economic changes in terms of demonetisation and the impact of GST. Indians continue to travel abroad. Its seen as something aspirational to go abroad. Its becoming easier to do so, the connectivity to the major destinations is improving. Connectivity to the secondary destinations is also improving. We already have the product in those markets. We are usually the market leaders in those particular places and so it's great to have that from India.
What are the trends that you are noticing for destination weddings?
They differ from destination to destination, a more established destination like Thailand or Malaysia, they already have a significant amount of suppliers on the ground and a connect on the ground. A DMC support, a decorator or floral partner, they are very sorted. When you look at destinations further, if you are looking at China, say for example, you are thinking of having an event in Sania, a beach resort destination, that's when things are a little different. That's when the hotel steps in. We use our network and our connect to the regional office that I run here in India where we connect with the hotels and have that dialogue to see what set-ups can be managed. It's a partnership with the wedding planner, to be able to launch that destination for India. For MICE, the events collection is a very successful programme that we have running. What the events collection does is that it gives a benefit of three per cent. The three per cent comes back from the master bill on an existing event and a 10 per cent that you can use for the next event at Shangri-La. It's a significant advantage in this day when margins are tight for most event planners and it also gives you points over and above that. It's unique in the industry and in India it has been received very well.
Elucidate on the trends in outbound incentive? Corporates are aware of destinations around the world. Some 400-500 people travelling together, with the ability to be able to host them in terms of accommodation as well as a variety of venues. That's a new trend we see the corporates are seeking out. They are used to the options in India and want to explore outbound. What's really hot right now is Sydney. We are seeing a lot of activity going there. Kota Kina Balu in Malaysia is an opportunity and Sri Lanka is just opening up. So the amount of enquiries we have there is really astounding. China is a long-haul destination for us from India.
Indians continue to travel abroad, the connectivity to destinations is improving
With Shangri-La, we do have the inventory in Tier-2 cities as well. It's a work in progress, we are always suggesting new destinations; Shenzen in China, across the border with Hong Kong is very popular, similarly, we will see more as the years go by. The synergy across partnerships across companies is very important in this day and age. We are trying to look at different venues, something exciting, little more casual, yet a business setting.