Northstar

Hospitality 46 MAY-JUN 2018 MEETINGS & CONVENTIONS MCMAG-ASIA.COM Alan Watts, president, Asia Pacific talks about redefining definitions and creating experiences that matter. WORDS ESTHER FAITH LEW W hat denes a MICE hotel? A hotel with large meeting facilities for conventions? Alan Watts would rather throw away that term altogether. It is a restrictive label that does not necessarily reect the current needs of planners and current times that demand a dynamic product with multidimensional facets. Watts prefers to call his hotels great hotel brands with meeting facilities that provide personal experiences and customised service. "I don't like the term MICE or convention hotel as it's too big for personalisation. I expect the same level of customisation for a guest, whether it's a 100-room or 500-room hotel, and we will continue to build hotels with substantial meeting facilities. But the art of hotel design is that it can ex and bend to the needs of guests, whether it's for MICE or leisure." This then begs the question: "Is great hotel design for MICE groups dened by a huge pillarless ballroom?" Yes, there is no running away from the fact that a large room inventory is required to house delegates and a huge ballroom will facilitate that large conference set-up. But there is more to it, and experiential Hilton hits the high note salesmanship to another level. It is not just about the size of my meeting space anymore, but rather, it's about what kind of stories and experiences that we are able to create for your delegates to enjoy," says Watts. As MICE planners face increasing budget constraints and client requirements for creative events with a novel factor, the search for a unique space goes beyond meeting facilities at a hotel. And helping planners work out the seamless logistics of getting a group from the airport to the hotel, and from the hotel to a unique venue for an exclusive event are the value-add customisations "We eventually see "We eventually see all our brands being all our brands being deployed in China. deployed in China. It's a matter of what It's a matter of what brands and when." brands and when." ALAN WATTS, PRESIDENT, ASIA PACIFIC design is a key element that adds to a hotel's brand proposition. Is it just about size? "A great hotel company will be well connected and have a sense of place and purpose in the community, and thus, will also know that planners are not going to contain the conference within the hotel. Therefore, hotels need to have a value proposition that comes from having a relationship with an exclusive venue, restaurant or event organiser for concerts, for example. Ultimately, if I can give you exclusive access to a memorable experience, then I'm elevating the art of

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