Destination choices focus on value and versatility - Sep 01

Selecting and securing a destination is one of many variables corporate decision makers and their organisers must take into consideration when embarking on a meeting and incentive (M&I) programme. But once the decision has been made on which destination to spend the programme budget in, it is not a fait accompli the group will arrive. While the destination itself may have been deemed suitable, there are many different aspects of the destination that must meet other client criteria. If the destination is unable to fulfil the strict list of operational requirements then a new destination will be required. But CEI Asia Pacific's first M&I destination survey has found most of the major regional destinations vigorously chasing M&I business do meet organisational criteria. When organisers were asked to list the last three destinations they have used for an M&I movement, regional capitals were listed. When asked to name three destinations they are taking or would consider taking groups to in the near future some of the major cities were named but so were many emerging destinations. For the purposes of this survey we have listed the country as the destination and, when used in this analysis of the survey results, we have listed the individual destinations in those countries. Beginning with the destinations, respondents were asked to name five they considered to be the best in the region. Australia (Brisbane, Tropical North Queensland, Gold Coast, Melbourne, Perth and Sydney) was the most popular choice here and claimed 31.4% of responses, followed by Thailand (Bangkok and Phuket) with 17.2% and with Indonesia (Bali) and Malaysia (Kuala Lumpur, Langkawi and Kota Kinabalu) in equal third place with 14.2% of total responses. Sydney-based Tour Hosts manager marketing and business development Ms Rose Ryan agrees various destinations in Australia can fill initial criteria for M&I programmes and be "versatile" enough to meet all requested requirements. "The vibrance and versatility on offer means a client can combine a contrast of experiences with a two-centre programme involving either a city or resort or reef or rainforest or the outback," she says."The facilities available and the versatility of product in these regions are good reasons to choose them." When respondents were asked to name the last three Asia Pacific destinations they had recently used for a large meeting or incentive group, Australia (Darwin, Gold Coast, Sydney and Hobart) was listed 28.5% of the time followed by Thailand (Bangkok and Phuket) 23.8% and Singapore 14.2%. But when respondents were asked to list three destinations they have not used but would like to use for a large M&I group in the near future the results were very different and should hopefully provide some encouragement for suppliers in those destinations. Malaysia (Kota Kinabalu and Pangkor Laut) topped the table, being listed 19% of the time, followed by China (Kunming and Shanghai) with Singapore 14.2% the next on the list. China is growing in popularity and Beijing-based event organiser B&B International managing director Ms Maria Boyd says there are a number of factors a destination must deliver. "We look for exotic locations combining superb service, attention to detail and interesting post-event options," she says. When choosing venues to send M&I client groups, high on B&B International's checklist of destination infrastructure facilities are the quality and size of meeting venues, staff professionalism, the destination's ability to combine business with leisure activities and international airline access. But further down the list of answers are emerging destinations that are high on organisers' radars. Destinations such as Vietnam (Hanoi), Cambodia (Angkor Wat), Brunei, Myanmar (Yangon) and Nepal (Kathmandu) were also short-listed as candidates for future events. The emerging destination's attraction to organisers could lie in the new cultures and experiences corporates are now searching for in destinations. Thomas Cook Hong Kong planner, meeting, incentive, convention and exhibition department Mr Frank Ho says the cultural experiences available to groups can play an important part when choosing a destination. "Quality hotels with fine cuisine and Asian hospitality and culture keeps 'inviting' delegates (from the region) and worldwide," he says. Mr Ho is another who cites airline access as a major factor. "Recreation facilities are certainly important," he adds. He cited sports such as golf and diving as a regular demand of clients. Singapore-based Anères creative director Mr Jon de Rule is another who believes Asia's varied cultural attractiveness is high on his client's demands when sifting through possible destinations. "Asia Pacific has various options such as cities and resorts," he says. "Venues are also relatively well priced. The diversity of cultures in this region makes the whole possibility of holding events here more attractive," he says. "But I also look for the facilities and support available in each destination." And while the importance of facilities was not understated in the survey, price was also high on the selection criteria table. When asked to rate on a scale of one to five (with one being the most important) the importance of price when selecting a destination, 14.2% of respondents rated it the most important, 57.1% rated it second and 28.5% rated it third. No surveys listed it as the fourth or fifth most important element in venue selection. While organisers talk about the need for destination facilities throughout the survey responses there was a relatively even spread of answers when asked to rate on a scale of one to five (with one being the most important) the importance of post-event options when selecting a destination. No respondents selected one, leaving 28.5% to answer two, 28.5% to answer three, 28.5% to answer four and 14.2% to answer five. But delegate comfort is obviously a high priority for corporate delegates as hotel quality was considered as one of the most important elements in selecting a destination. When asked to rate hotel quality on a scale of one to five - with one being the highest rating - 14.2% of respondents answered one and the remainder answered two, once again showing quality hotels selling a value-for-money product are likely to swing the pendulum in a destination's direction. Supporting this theory is Singapore-based East West Executive Travellers chief executive officer Ms Janet Tan-Collis. She says East West always searches for "value-for-money" destinations with a wide range of activities including entertainment and food. Hong Kong-based Swire travel general manager destinations and events management department Mr Edmund Tsang said major factors in Swire recommending venues to clients included value-for money, user friendliness and a destination with high levels of personal safety. "Good infrastructure combined with good hotels and ground operators are also important," Mr Tsang adds. He is also in agreement with most respondents that adequate air capacity is available for large movements. The survey also polled the region's major organisers and decision makers as to their thoughts on regional national tourist office's (NTO) support in terms of promoting venues. Asia Pacific's NTOs should take heart from the fact their messages are getting across to corporate incentive decision makers. When asked if NTO do enough to promote and support their M&I destinations, 71.5% answered yes with the remainder saying no. The survey did not request respondents to list NTOs they thought deserved the negative answer