Northstar

NOV-DEC 2017 39 meetings & conventions • mcmag-asia.com "All people really ever ask for is simplicity, a fast response and people who know what they are doing, and we are one of the fastest in the industry." – PAUL WILSON, VICE PRESIDENT OF SALES AT CENTARA HOTELS & RESORTS Thai born and bred, Centara Hotels & Resorts is one of Asia's largest hotel operators with a stable of 70 hotels and six brands across five countries. Nailing the traditional market from the very first property in 1983 (the MICE over-achiever Centara Grand at Central Plaza Ladprao Bangkok), the company rebranded from Central to Centara in 2007 and its newest brand is the millennial-friendly COSI Hotels. The company's six brands, Centara Grand Hotels & Resorts, Centara Hotels & Resorts, Centara Residences & Suites, Centara Boutique Collection, Centra by Centara Hotels & Resorts and COSI Hotels each target different markets. This gives them a broad market sweep that captures business and leisure travellers across the baby boomers and millennials. What's more, its properties in Thailand, Vietnam, Sri Lanka, Oman and the Maldives will be joined by more in Qatar, Laos, Indonesia, China, Cuba and Turkey in the near future. TAKING A REGIONAL FOCUS Despite its broad international focus, the company has recently been taking road shows into China as well as India and are focusing promotions on the strong inbound Indonesia market. "Most brands focus on the long-haul markets but we have gone regional," says Wilson, as the company answers the growing income and hunger for travel within Asia. Incentive travel is growing too, and he cites in particular Centara Ras Fushi Resort & Spa in the Maldives. Meanwhile in Pattaya, the Lost World-themed Centara Grand Mirage Beach Resort with its in-house Water Park makes it as popular for team building as it is for families. "We also create Amazing Races and MasterChef concepts, outdoor food tours, or 'only-a-local-would- know' tours," says Wilson. "Of course it depends on what the client wants to achieve." When it comes to what MICE clients really want, he says it's the basics. "All people really ever ask for is simplicity, a fast response and people who know what they are doing, and we are one of the fastest in the industry," he answers frankly. "We will acknowledge a request for MICE within two hours and get something to them within 24 hours. Why is speed so important? Partly because the decision makers are often millennials." Wilson acknowledges that the millennial market and their sharing economy trends pose great challenges to traditional hospitality, but they are great teachers as well. And in China, where Centara has two upcoming properties in the south's Zhaoqing, the only way to succeed is to learn from them too. Their inbound market is already disrupting the traditional hospitality world, Centara included. "When we sell to China, now the leading market in Thailand, the first thing they want to know is how to access your inventory and what incentives you're offering. This hospitality world is changing, and understanding how they connect and book live are key," he says. "Consider this: of every 10 guests here in Thailand, seven come via Ctrip. They have such scale." Thai Cooking Class at Centara Grand Beach Resort & Villas Hua Hin

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