“Incentives travel is not a cookie-cutter business”

Kevin Moloney discovers a Malaysian Incentive client’s perspective on what she needs in a destination and discovers why Melbourne has the edge over Sydney.

“For my group, it’s all about prestige and recognition”. I’m told by my new Malaysian friend as we sit on a bus between hotel site inspections.

“My groups are a little different; extremely high income and all about the same age- around 45 to 50”.

Lisa is the marketing and events manager for one of Malaysia’s largest insurance companies.  Like most executives in her position, she often travels to various cities around the globe in search of destinations that hold significant appeal for her incentive delegates.

“Usually, I’m taken around and shown hotels and various attractions but this time the city is really showing me its capabilities for incentive events.”  “With my groups, every minute has to be accounted for but that doesn’t necessarily mean we have to have an organised activity for every minute of the day.”  “My groups love to shop for example, and would expect at least two generous time allocations to explore the shopping options.”  “They would also expect a free day to be included in their schedule where they can just do their own thing without formal commitments.”

Lisa says her groups just want to have fun and don’t need or want to be challenged. With their high income and social standing, certain activities that are proffered by a potential destination or ground operator would not be appropriate.

“They work really hard and their incentive trip is their time to relax so we have to remember that and not organize them too much.”She says as we board a stretch Hummer limousine and ride through the streets of Melbourne.

“Getting them involved in team-building activities is just not going to work- all they want to do is play and relax.” We also need to ensure that any events or activities we organize must be relevant to them.”

She adds “Take last night for example” she says referring to a private ‘Broadway-style’ show that was organized for her at the magnificent Regent Theatre.  “It was fantastic but I’d need that show to have more Chinese content and be quite short – I think they’d be bored if it were too long.”  “The environment was perfect and after the show, we would definitely use the downstairs Plaza Ballroom for a gala dinner.”

Lisa tells me that for her groups, not every meal has to be an event. “We would only include one gala dinner in the program and the rest would be more low-key.”  “But the meals would have to be Malaysian, perhaps one western, but mostly Malaysian.”

Instead of events and organized activities, Lisa has learned from experience that quality hotels and fine food are more important for her groups.

“The emphasis has to be on the food and accommodation and this is where I would spend the money.”  “My groups are either 500 or 1000 in size and having all delegates accommodated in the same hotel is important.”  “That way they all have the same experience.”  “It adds extra stress if they are split over two or more hotels and I don’t need the stress.”

But one thing Lisa does stress is that the hotel must be of a certain standard to attract her business.  “I’d choose something like this one” she says, referring to Melbourne’s Sofitel.”  “They seem to know what’s important and have all the finer details I need for my groups.”

“With my events being so high-end, I have to make sure the accommodation is first rate.”  “That’s why I’d be more than comfortable putting them into the Sofitel here – it’s definitely an incentive class product.” she adds after a cocktail party on the 35th floor of the hotel.

Familiarisations are a vital component in Lisa’s decision making process. “You know, I would never have considered Melbourne as an incentive destination before.”  “Usually, if I think of Australia, I think of Sydney, but they don’t seem to be very pro-active.”

“This Melbourne trip has been a real eye-opener – there’s a certain level of class here that I haven’t seen in Sydney and the event capability is enormous.”

“I’d definitely consider this as a destination but of course, it all comes down to cost.”

Lisa has taken her groups to various destinations in China, Vietnam, Korea and several cities in Europe. “I’ve never really thought of the USA as a destination and I haven’t really seen much from over there to even consider it.”  “There are security and logistic issues there too I suppose.”

Once she’s decided on a destination, Lisa commences her planning process and places a heavy weighting on the level of support she receives from the local bureau.

“I need them to be totally on my side and to open the doors of the best local operators to make the trip a total success.”  “Having a bureau that knows the incentive business and how it works for Malaysians is really important or me.”

“Incentive travel is not a cookie-cutter business.”  “What may work for a group from China or Thailand will not necessarily work for my groups.”  “It’s all got to be tailored to specific needs.”

She finishes, as we head to another fine meal.

Lisa was a guest of Tourism Australia and the bureaux of Melbourne and the Gold Coast in a recent familiarisation of Asian buyers.

by: Kevin Moloney