Xiamen has thrived in the business, leisure and convention sectors of the travel industry in recent years. Now it boasts 17 five-star hotels, with more in the process of construction or accreditation. Micheal Liu, Executive Assistant Manager of Seaview Resort Xiamen, and George Qiao, General Manager of Hotel Indigo Xiamen Harbour, talk about meetings, incentives, conferences and exhibitions in the city and how their hotels have developed and benefitted along with them.

Micheal Liu, Executive Assistant Manager of Seaview Resort Xiamen

How large is your current portfolio in Xiamen and how do you expect it to grow over the next few years?

As people raise the level of consumption, the Xiamen MICE industry is proving to be an important component of its tourism sector, and the most important determinants that underlie a successful MICE industry include excellent tourism business support infrastructure, top-notch airports, world-class accommodation, convenient transportation, an exquisite environment and recreation options. We’re focused on MICE potential and it will account for 30 percent of the hotel business. 

Do you plan any campaigns this year to further strengthen your brand image as competition continues to intensify among internationally branded hotels, with more hotels being opened across the city? 

The MICE industry plays one of the main roles in the development of tourism in Xiamen. We’re trying to launch some campaigns to attract customers, such as MICE experiential marketing, e-marketing, etc.

Experiential Marketing

Nowadays, experience is a new source of value. The society of consumers is seeking not only a good quality product or service, but the outstanding and unique experience which will last for a lifetime. For customers, we offer meeting butler services, overseeing the planning, coordinating and following-up of the progress of events, as well as efficient services required by these types of clients. The room includes additional amenities, such as a bathrobe and slippers, a daily newspaper, and a free-of-charge Internet connection. For those clients who are staying in the hotel for MICE purposes, the hotel has various modern meeting spaces, including one of the largest ballrooms. The hotel has rooms for small gatherings and large conferences. All meeting facilities are equipped to the highest standards, video equipment and translation services upon request.

E-marketing

We try to use innovative and creative online marketing strategies. We used a professional team to manage WeChat and our microblog; it also shows we put profound knowledge into our hotel products, consumptive psychology, and other fields into the management of the account. We are building a positive reputation and good word of mouth through our clients.

What do you think of the supply-demand situation in the city’s upscale and luxury hotel market? Are there any challenges you are encountering at the moment to maintain long-term solid growth here?

As people raise the level of consumption, the market competition will be increasingly fierce, but we are still confident that we will maintain this good trend for the upscale. We will further strengthen on brand image and word of mouth marketing to keep our leading position in the market.

Xiamen Bureau of Commerce recently released a report saying the MICE market in the city has slightly recovered. What do you think? Do you see any traces of this recovery?

Because of the influence of national policy, this year the MICE market has been affected, but we believe a recovery will begin by the middle of next year. We continue to be confident that we will meet this challenge to expand the MICE market.

Do you consider MICE business an important engine for your future revenue/profit growth? How do you expect the overall MICE market in Xiamen to expand over the next couple of years and how do you anticipate it will impact your own business?

The MICE industry plays one of the main roles in the development of tourism in Xiamen. This is an important engine for hotel future revenue. We will still focus on the high-end customers, innovative and creative experiential marketing, strengthening and improving equipment, service quality, F&B, conferences, etc, in order to provide more options for our business travelers.

George Qiao, General Manager of Hotel Indigo Xiamen Harbour

How large is your current portfolio in Xiamen and how do you expect it to grow over the next few years?

We occupy the largest market share of high-end boutique hotels according to a competitor’s investigation. We believe that we continue to maintain the leading position in the next few years.

Do you plan any campaigns this year to further strengthen your brand image as competition continues to intensify among internationally branded hotels, with more hotels being opened across the city? 

As IHG high-end The Inn Boutique brand enjoys a superior geographic location and unique brand value, there must be many opportunities in the future.

We have a brand advantage, IHG strong marketing channels and a hotel with an excellent location.

We plan to expand brand influence in the target market persistently, and make the brand more imprinted in the target market with the largest customer loyalty program, the IHG Rewards Club.

What do you think of the supply-demand situation in the city's upscale and luxury hotel market? Are there any challenges you are encountering to maintain long-term solid growth here?

Compared with first-tier cities, Xiamen is the leader among second-tier cities. It has high-end business and leisure market growth and maintains a state of relative balance.

The biggest challenge is people challenge. People is the core of brand and service management. The core of our work is to use the IHG and Indigo brand advantage to attract, cultivate and develop more and better professionals.

The Xiamen Bureau of Commerce recently released a report saying the MICE market in the city has slightly recovered. What do you think? Do you see any trace of this recovery?

Judging by the forecast in the third and fourth quarter among high-star-rated hotels, we agree with this opinion. But we also need the test of time. We expect the market to recover as soon as possible.

Do you consider MICE business an important engine for your future revenue/profit growth? How do you expect the overall MICE market in Xiamen to expand over the next couple of years and how do you anticipate it will impact your own business?

As a high-end international hotel, we have activities to attract high-end MICE.

The income of MICE is a necessary part of the whole hotel’s revenue. We will continue to maintain China’s best leisure destination. We hope our guests will discover the beauty of Xiamen by Indigo.