Compiled by Patricia Rozario with reports by Karen Yue, Prudence Lui, Sirima Eamtako and S Puvaneswary
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Pandit: We want to get an increased share of this valuable market, particularly in the South-east Asian countries, including the Mekong Delta.
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Owen: Our MICE co-ordinators’ membership with the Hong Kong Exhibition & Convention Industry Association enables regular meetings with MICE organisers.
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Airlines have been stepping up efforts to increase their MICE business by forming joint marketing alliances with MICE-related organisations and extending their range of services beyond the airport and the flight.
In Hong Kong, Cathay Pacific sales and distribution manager, Mr Tom Owen, said: “To keep abreast with the industry, our MICE co-ordinators’ membership with the Hong Kong Exhibition & Convention Industry Association enables regular meetings with MICE organisers. We also work closely with the Hong Kong Trade Development Council (HKTDC) and Hong Kong Tourism Board to promote Hong Kong’s MICE industry. Cathay Pacific is an official carrier of many HKTDC events.”
In Macau, where MICE business is burgeoning, Cathay Pacific is working with ferry companies and casinos directly, as well as twinning Hong Kong and Macau for event organisers who want to spend time in both places.
In the Lion City, Singapore Airlines (SIA) often partners the Singapore Tourism Board and DMCs to attract events. It also has a close working relationship with Suntec Singapore International Convention and Exhibition Centre and five hotels nearby – Conrad Centennial, Marina Mandarin Singapore, Swissôtel The Stamford, Mandarin Oriental Singapore and The Pan Pacific Singapore – as well as Pacific World Singapore and the Singapore Exhibition and Convention Bureau.
This year, SIA will be the official airline for the Singapore Airshow, BikeAsia, CommunicAsia and BroadcastAsia, among others. It is now in talks with the upcoming integrated resorts regarding joint marketing efforts.
MICE now contributes a very small portion of Malaysia Airlines’ (MAS) business, but the airline is hoping to change that by playing a more active role in helping Tourism Malaysia, PCOs and DMCs to bid for events.
However, MAS assistant general manager, Golden Holidays/MICE, Mr Yazid Mohamed, said certain benefits such as complimentary tickets for organisers would be based on the number of confirmed bookings on MAS, as delegates could choose to fly on other airlines.
MAS is eyeing meeting groups from South-east Asia, incentive groups from Australia, China, India and Europe, and conventions and exhibitions from Europe, the US and Australia.
It is also seeking business opportunities with NTOs and convention bureaus in any of the destinations it flies to.
Thai Airways International (THAI) director – sales management department, Mr Chalongchai Hiranyalekha, said the airline worked closely with the Thailand Incentive and Convention Association and Thailand Convention and Exhibition Bureau to promote the MICE industry “not only in Thailand but also the South-east Asia region”.
THAI vice-president for commercial, Mr Pandit Chanapai, said: “We want to get an increased share of this valuable market, particularly in the South-east Asian countries, including the Mekong Delta. Meetings of 50 to 100 delegates will be our focus. We can carry groups of these sizes to Thailand and South-east Asian destinations on our direct flights.”
Mr Pandit added that last year, THAI was appointed the official carrier for about 100 international MICE events in Thailand and this year it had already been involved in more than 30 events.
MICE provisions: What four airlines are doing
Singapore Airlines
Services offered
Discounted air fares, freight arrangements for bulky, sensitive or fragile cargo, pre- and post-event tours around or beyond Singapore, reception of VIP delegates, advanced seat selection, quicker airport clearance.
Customisation options
Personalised headrest covers with group’s logo, group seating, special menu arrangements and welcome signboards for incentive groups of more than 50 delegates. For large groups, dedicated check-in counters can be appointed for quicker clearance.
Staff support
SIA Conventions is a dedicated MICE planning service.
The Star Alliance Conventions Plus programme includes a one-stop access to 17 member airlines’ schedules and discounted fares.
Cathay Pacific
Services offered
An online booking service offering special fares, advance seat reservation, meet-and-greet service, special check-in counter, inflight welcome message and same-language speaking crew. Side trips to neighbouring destinations are available on request.
Customisation options
Logos can be printed on headrest, menu covers and promotional giveaways.
Staff support
Two dedicated staff in Hong Kong and 10 around the network in sales or reservations teams.
Malaysia Airlines
Services offered
Marketing support for Tourism Malaysia, PCOs and DMCs to bid for events and follow-up marketing to increase foreign participation. Airport transfers, accommodation and pre- and post-event tour travel options.
MICE event organisers can also approach the airline to host foreign MICE planners and decisionmakers who want to visit Malaysia to make an evaluation.
Pre-check-in and dedicated group check-in counter, group seating arrangements and announcements onboard for incentive groups.
Customisation options
Group’s logo printed on headrest covers and customised menus.
Thai Airways International
Services offered
Discounted fares for groups (depending on size and timing of the trip) and event organisers, working committees and speakers.
Support for a site inspection
visit, assistance with travel, hotel and MICE venue arrangements, co-ordination with local professional trade associations and freight arrangements.
For top-end groups, advance seat selection, a meet-and-assist service, dedicated check-in counters and baggage handling.
Customisation options
Customised pre- and post-event tour packages under Royal Orchid Holidays, a welcome announcement onboard, special menus and the group’s logo on welcome signs and headrest covers.
Staff support
A Travel Industry Relations Department provides one-stop service for all travel arrangements.
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