Northstar

18 | www.travelweekly-asia.com By Catharine Nicol HOSPITALITY IT'S BUSINESS "UN-USUAL" FOR RENAISSANCE How often have you envied someone's upcoming work trip to, say, Brazil, only to hear them groan that they'll see nothing but the airport, hotel and conference room? But according to Winkie Wong, brand manager at Marriott Inc., it doesn't have to be like this. On the road, Winkie Wong experiences the same time-poor, meeting-rich itinerary as many of her Renaissance hotel business traveller guests. So she's the perfect person to try jumping off the hamster wheel and turn adventurous guinea pig with the brand's Business Unusual approach. "At Renaissance Hotels, our core segment is business travellers," she said. "Even so, we have found our guests are the kind of people who want to experience a little more – something new and unique about the city they are in. We are passionate about showcasing the unexpected side of the city to our guests." Of course she's well aware of the business traveller's work priorities, but the brand has come Destination partners visit the hotel to promote their local neighbourhoods and businesses. Taking place every year in every Renaissance in the world, this year, the day clocked up 170 events in 35 countries. At the Renaissance Shanghai, for example, a local bar's mixologists poured drinks, a vintage toyshop displayed its quirky wares and a humble dumpling shop spread the goodness of bao. Said Wong, "It gives us a chance to learn about our city as well, so it is a learning journey for the hotels as much as for their guests." Hotels have found that this collaboration with local businesses sparks a genuine interest in the destination. "People start to look for experiences that are memorable and unique, more than simply checking off places," said Wong. "Our navigators (concierges) won't just suggest you see The Peak or the light show when in Hong Kong. Instead, they might be giving you a recommendation of up with an initiative to follow on from the nine-to-five rat race. "We don't want to compromise what they need to achieve during the day, but we want to kick start what we call the #5to9. It's a golden opportunity, not to encourage them to party hard as that's largely irrelevant for the Asian market, but to help give them inspiration." This in-hotel initiative includes the Punchbowl Ritual, which offers a drink reflecting local ingredients and culture with which to kick the evening off before guests head out to explore the city. It is the brand's annual Global Day of Discovery, now in its fifth year, which highlights the move to tempt guests out into the surrounding destination. their favourite noodle place in Wanchai." Navigators also need to have their fingers on the pulse, she said. "Is there a fashion show happening in town, or perhaps an art fair, or a pop-up shop somewhere? Communication with our guests to find out what they are interested in is very important, and in response our navigators must have a holistic and wide understanding of the different things happening around town." With plenty of new generation travellers, it is naturally a promotion that translates well on social media. "We recognise our guests want to have stories they can bring back home and share with friends and family. While you may think that the people who are more active on social might be Gen Y and Millennials, in terms of mindset, sharing experiences is universal." With guests that stretch across the world, but have a particularly strong presence in Asia, there are several platforms she focuses on. "From a global point of view, our Instagram is very strong. People like to share photos and short videos. Facebook is still strong. "Last year for our Global Day of Discovery, our #RENHOTELS trended on Twitter because of all the buzz it was getting. In China, people are very active on Sina Weibo. People interact, make comments and give us feedback. The majority are younger - Gen Y and Millennials – and want a more freeflow conversation, less corporate speak." The 160,000 fans on Sina Weibo don't get promotions or discounts, but they do read the recommendations of the hotels' navigators showcasing what is happening at the properties. "When Asians are travelling, we like to share food photos and drinks – one of the most important aspects of Asian culture. Asian travellers also like to share their hotel experiences. "In Asia, business travel is another milestone in their career and in their lives, giving them bragging rights. In China particularly, being able to travel for business is recognition of your achievement in your career." Winkie Wong: Taking care of business. Collaboration with local businesses sparks a genuine interest in the destination. Renaissance hotel guests like to create their own stories.

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