Industry expansion

The development of new exhibition facilities and the recent expansion of existing exhibition centres in China, Hong Kong, Australia, Malaysia, India and Thailand would lead one to believe the industry is heading to levels never seen before. Over the years though, industry professionals have warned of falling standards in service as new facilities search for management and staff to run massive new developments and maintain the service levels they have come to expect and demand in Asia. Keeping service quality at levels exhibition organisers expect has been no easy task. However, the responses to our Annual Industry Survey show that the Hong Kong Convention and Exhibition Centre (HKCEC) is once again the most popular exhibition venue in the Asia-Pacific region, increasing its winning margin over the 2005 results. Regional value In 2005, 27 per cent of respondents rated HKCEC as the best in the region. This year, HKCEC received 33 per cent of the vote, while Suntec Singapore remained in second place with 17 per cent. Then followed Singapore Expo (seven per cent), Sydney Convention and Exhibition Centre (SCEC, six per cent), Kuala Lumpur Convention Centre (KLCC, five per cent) and Melbourne Exhibition and Convention Centre (MECC, five per cent). With the positive feedback and reviews KLCC has been receiving since its recent opening, it is undoubtedly the property to watch out for in next year's survey. Michael Duck, senior vice-president of CMPAsia, an exhibition organiser, says this year's survey results are fairly accurate but he was surprised Bangkok's two largest venues were not a little further towards the top of the pecking orders. "For pure 'stun value' it is difficult to beat the HKCEC, but for ease for organisers in terms of move in and visitor traffic flow in a venue, I would have thought the Bangkok International Trade and Exhibition Centre and IMPACT Bangkok would have been higher than they are," he says. For HKCEC managing director Cliff Wallace it was another proud result. He believes the service levels provided by HKCEC's team impressed industry officials who voted in the survey. "More opportunities to host exhibitions and the experience gained builds confidence and a more consistent level of service by our staff," Wallace says. "We continue to encourage staff to be responsive and enthusiastic, and go out of our way to assist the customers not only in connection with their utilisation of the venue, but also their visit to Hong Kong." Harbour city Supporting Wallace's claims, Hong Kong polled well when the survey asked respondents to vote on the best CEI experience and facilities in a city. Wallace adds that security is now a major issue for regional organisers and HKCEC's team has moved quickly to cater to this reasonably new facet to exhibition organising. "Our emphasis on guests and customerservice counters, unique uniforms for frontline personnel, full-time plain-clothes security who are also trained in public relations, and intensive solicitation of customer input through surveys and analysis of that survey data, helps us to enhance our service," he says. "Increasing competition is a big factor in the challenge to sustain our high ratings. We must stay ahead of the curve by watching closely what our competition is doing and assuring that we continually address two major objectives. Positive experience "Firstly, work to create a positive experience in every area of involvement by the client and their guests while attending conferences in the venue. This means comfort, decoration, entertainment, help desks, internet availability and food and beverage variety. "And secondly, by adding value to the use of the venue by our clients and their guests and customers. This means affordability, comfort, safety and internet services at reasonable costs, and extraordinary staff support." Duck agrees that client servicing in some venues has slipped. With the range and variety of exhibition facilities available in the region now, he says venue managers must improve if they want to retain their regular events and also attract new events that rotate around the region and the world. "Some of the more popular venues have become a little complacent as business has been so good these last two years," he says. "Some are starting to look quite old with little being spent on renovation. "Service levels are tending to be a little 'tatty'and presentation needs to be sharpened up as this really is important for image — both for the organiser and, of course, the venue. Encouraging moves "Imaginative schemes need to be thought of to encourage new shows. Also, with so many new venues many still are too expensive for the quality of venue. Not enough thought is being given to the benefits to the city or country or region. "This is where the Messes in Germany know their strengths very well. For example, ticket you can travel for free within an hour's distance from the venue on train or tram. "The key to centre quality has to be in the professionalism of the venue management and staff training. If this is excellent, then the services and maintenance in a centre will follow." AHong Kong Tourism Board spokesperson was also happy with the results of the survey and said the city was poised to strengthen its grip as the region's pre-eminent exhibition city. "Capitalising on the opening of AsiaWorld- Expo last month as well as the planned expansion of HKCEC, Hong Kong can expect to enjoy long-term sustainable growth in the exhibition segment," says the spokesperson. Singapore success Suntec Singapore managing director Warren Buckley also says staff training and services are the keys to maintaining high approval ratings among the industry. "Overall, business has increased marginally from 2004 in terms of events, but both the mix and delegates numbers have changed," he says. "We are seeing more events being booked within a shorter timeframe. We have also noticed more international delegates, particularly from India and China. "The facility works and the neighbouring hotels and infrastructure make Suntec a unique and desirable location. "We are committed to continued enhancement of service with more training and staff development. This year will be extremely busy, especially with the International Monetary Fund and World Bank meetings in September." Sydney progress SCEC chief executive Ton van Amerongen says 2006 will keep the centre at the forefront of organiser's thoughts. "The centre's six exhibition halls are extremely busy as always, hosting exhibitions associated with meetings as well as stand-alone consumer and trade exhibitions," he says. But for any destination in the region hoping to knock the super-successful HKCEC off its perch, they are probably going to have their work cut out if the managing director's crystal ball is working correctly. "We are confident that 2006 is going to be a very good year," Wallace says. "Hong Kong continues to be one of Asia's most popular destinations for exhibitions. The proven experience and success of our conferences and exhibitions are our greatest assets. "This has not occurred without the benefit we obtain from Hong Kong, its central location and its many vibrant characteristics. Hong Kong's visitor amenities, convenient public transport, service quality, hotels, food and beverage and retail opportunities are all working for the benefit of our business development efforts." They are comforting words for the region's exhibition organisers considering Hong Kong as a venue. For the management of competing venues, it's also a decent challenge.