Northstar

MAY-JUN 2018 47 MEETINGS & CONVENTIONS MCMAG-ASIA.COM that dierentiate it even more. This premise extends to the perks and benets that planners get to enjoy with their Hilton Honours loyalty points. Hilton's WowMaker programme for planners has been ne-tuned to lower restrictions on how they earn and how much they need to spend in order to redeem points. Organisers of small meeting events are also able to earn Hilton Honours points. Previously, only bigger conferences and events with a certain minimum spend were eligible for the points. Planners are also able to top up points and pool their points for easier redemption. "The points are money, and you want to use them in whichever way you want. So whether it's for room stay or other things, we want to make it easier for planners to redeem their points, and that is key," says Watts. Which way does the brand tree grow? China tops the list as a MICE destination in Asia in 2018, according to data collected by Pacic World. Thailand and Hong Kong follows after. This growth is expected to generate an economic impact of US$150 billion. What this means for the hospitality industry is continued meteoric growth with many brands establishing their presence in key cities. And Watt deems it to be the most meaningful market to be in over the next decade, if not longer. "We eventually see all our brands being deployed in China. It's a matter of what brands and when. The travel patterns of domestic travellers, urbanisation, and the burgeoning upward middle class are contributing to the booming travel industry, and we are at the moment deploying Hampton by Hilton in China. As of last month (February), we have signed an agreement with a master franchiser for 400 hotels, and they will open on average 40 to 50 hotels a year. Therefore, as Hampton by Hilton grows, we will also be looking for opportunities to grow other brands. We denitely see Waldorf Astoria in China as well, with Beijing, Shanghai and Chengdu as the designated cities for the rst three properties," shares Watts. Other brands deployed in China are Conrad, Doubletree by Hilton, Hilton Garden Inn and Curio Collection, with Canopy by Hilton and Tru by Hilton expected to debut eventually. Watts elaborated that the hotel group enters a market with Hilton as its rst brand as it performs very well and attracts the talent required to uphold service standards. "From there, we build up into the luxury category and enter into the midscale; and ultimately into the extended stay and lifestyle hotels...you can apply that theory into almost every market we enter into," says Watts. As for the rest of Asia, Watts shared that Waldorf Astoria and Hampton by Hilton will be the brands to watch. Bangkok will be welcoming its rst Waldorf Astoria in the third quarter of the year, with new signings for the brand in Bali and Maldives. The Waldorf Astoria Bangkok occupies a spot in the ultra-modern Magnolias Ratchadamri Development.

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