Northstar

Hospitality 50 SEP-OCT 2018 MEETINGS & CONVENTIONS MCMAG-ASIA.COM "The group is tapping into the potential of demand for travel accommodations in high-tech parks in lower- tier cities as demand for MICE grows." BERNARDO CABOT ESTARELLAS, SVP, ASIA PACIFIC Work and play makes Meliá Hotels International a prime choice for today's bleisure travellers, shares Bernardo Cabot Estarellas, SVP, Asia Pacific. WORDS ESTHER FAITH LEW The Spanish Flair L ifestyle changes and choices impact the travel industry – especially hotels – in such a big way. It has led to a totally dierent way of viewing hospitality. It used to be about providing a comfortable place for travellers to rest and recharge. That of course still holds true. But it is a given. For a brand to resonate with a traveller and to consistently maintain that relationship of loyalty with a traveller, it has gotten much harder. To add value, hoteliers have to ask if they are appealing to the lifestyle preferences of their guests. Business and leisure (bleisure) travel. Wellness. Sustainability engagements. Community building. These are several lifestyle topics of interest to travellers: people are combining work and leisure trips; keeping well in mind and body are becoming even more important; doing good for the environment and planet; being involved with local communities while overseas. From these, we see the changes in how hotels are creating their services, amenities and spaces to interact and engage their visitors. Let's take bleisure travel. Egencia's 2018 Bleisure Trends Study indicate that increasingly more business travellers in Asia are planning a bleisure trip: with 87 percent from Asia; 74 percent from North America and 68 percent from Europe. The study polled about 9,000 respondents. Doubling up the impact For Meliá Hotels International, 75 percent of its Asia Pacic hotels will cater

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