Chongqing:The MICE Capital On The Upper Range Of The Yangtze River

With the progress of China's Western Development Program, the western part of the country has been brought closer to the rest of the world. In recent years, the MICE market in western China has become a new target of expansion for foreign companies in China following that of Beijing, Shanghai and Guangzhou. In the process, Chongqing, as the only municipality in the area, has made "building of a capital for MICE in the upper range of the Yangtze River" its new goal and this has further boosted the region's MICE business.

Industry Advantages
As one of the most important economic regions in Western China and one of the six major industrial bases of the country, Chongqing ranks at the top among cities in western China in terms of general economic strength and stands as the fifth in terms of economic aggregate among all the 12 provincial regions in this region. Chongqing is also one of the old industrial bases in China with advanced manufacturing facilities. The five pillar industries of Chongqing, including automobiles, motorcycles, chemicals, medical, architecture and building, food and tourism have all been maturing. Chongqing Xiyong Microelectronics Park which was launched in 2005 has attracted a number of international electronics companies including NTT, Hewlett-Packard and IBM. In addition, in the park the Chinese Academy of Sciences has opened a software base, which is the second of its kind in the whole country, and the first of its kind in Western China. In August 2009, two major IT programs, "Hewlett-Packard (Chongqing) Notebook Computer Production Base for Exports" and "Foxconn (Chongqing) Industrial Base" were signed in Chongqing. It is estimated that the two programs will help form an industry chain with an annual production of 20 million notebook computers and a total output value of more than CNY200 billion when they are put into operation in 2012. It is predictable that Chongqing will soon be a new force in China's software industry in the near future. By the end of the 12th Five-year Plan period, Chongqing will be able to produce up to 80 million notebook computer each year and become one of the largest computer production bases in Asia and the world at large. Hu Angang, a professor from China's prestigious Tsinghua University, believes that Chongqing has, in some way, reshuffled the world's notebook computer industry and opened an enlightened way for the middle and west part of China to leap forward.

Hotel Facilities
The infrastructure of Chongqing is increasingly mature. Take the hospitality industry for example. Chongqing has seen a dramatic development of hotel business since it was approved as a municipality, with foreign and local capital competing with each other for the hotel business in the city. Currently, the international five-star hotels in Chongqing include Chongqing Harbour Plaza Hotel, JW Marriott Hotel Chongqing, Hilton Chongqing and Sofitel Forebase Chongqing. There are also some local hotels like Chongqing Golden Resources Hotel and Chongqing Carlton Hotel. These hotels can meet the demand of MICE clients.

Meanwhile, more and more new hotels are coming up in Chongqing. While posing a threat to the existing hotels, they have also brought unlimited opportunities. Keeping abreast of the latest information is the premise to take an advantageous position in the market. When analyzing the tourist source markets, it is not difficult to see that the new generation of business travelers have their own unique identity: they are young, trendy and they possess strong buying power; they care about both service and price when they choose a hotel. So the key for hotels to attract this kind of travelers is to be cost-effective and conveniently located, offer clean and tidy rooms as well as proved security service and broadband service.

Tourism Resources
Chongqing features rich Anti-Japanese aggression relics and garden landscapes. The splendid Three Gorges, the fantastic Dazu Rock Carvings, the fabulous urban landscape, the picturesque Wujiang Gallery and the mysterious Wuling scenery have all added new touch to Chongqing's incentive travel. Chongqing also possesses the unique mountain golf venues and the hot spring scene of "Wu Fang Shi Quan (Ten Springs in Five Directions)" and "Yi Quan Bai Quan (One Hundred Springs in a Circle)", providing more options for those one-day or half-day travelers. Chongqing cuisine which includes the Sichuan style food and hotspot are famous around the world. Empowered by the diversified food culture, recreational facilities and shopping services, Chongqing will surely distinguish itself from the many MICE destinations in the west part of China.

Holiday Inn North Chongqing
Ke Ning Wang, the deputy general manager of Holiday Inn North Chongqing, said that as the hotel is located nearby Chongqing Railway Station and Jiangbei International Airport, it offers much convenience for business travelers. Plus, it also provides efficient check-in, check out service and concierge service to let guest feel at home. Wang stated that at the moment, the hotel has started to do the global Holiday-inn re-launch program to provide a brand new check-in, check-out, welcome experience, sleeping experience and bathing experience to attract more clients.

Holiday Inn North Chongqing has well equipped and divisible meeting rooms and provides a one-stop meeting service. All of the hotel's function room can be changed according to clients' requirement. Each of the meeting rooms has natural lighting, so if the meeting time is too long, the guests still can feel comfortable of natural lighting without the fatigue session.

Wang believed that China's Western Development Program has brought a lot of opportunities toChongqing, as well as for the business travel and convention market, along with a lot of business travelers and MICE clients. In addition, as Chongqing is located in the interior of China, this unique location makes it possible for Chongqing hotel industry to realize steady improvements even in the financial crisis. Wang is confirmed that business travel and MICE market will be up to a new level in 2010.

Hilton Chongqing
Hilton Chongqing is located in the hub of the Yu Zhong peninsula, near the Chongqing Municipality Official Office and close to the business district and the entertainment and leisure district. The airport is only a 25-kilometer ride from Hilton Chongqing. According to Jean-Philippe Jacopin, the general manager of Hilton Chongqing, the hotel offers 435 luxury rooms and suites, including seven floors of Executive Rooms, which provides express check-in and check-out services for the business travelers. For those business guests who seem to never stop working; the hotel's Executive Floors offer an ideal mix of work space and function including complimentary internet. The hotel distributes the updated information such as room packages, food & beverage promotions, spa promotions, Hilton HHonors etc. via its brand website for enhancing its online operation. All this makes business travelling simple.

Jacopin stated that Hilton Chongqing has the mature hardware: the Grand Ballroom on the third floor occupies 551 square meters and offers 500 seats for the large banquet events. In addition, the hotel offers six multi-functional rooms, each with distinctive style, available for the international conference. Each function room is equipped with advanced audio visual systems and the most up-to-date equipment that is designed to make meeting or banquet as seamless as possible; the hotel also provides nine fully equipped, elegant meeting rooms with high speed internet access and the well known "Hilton Meeting" for business meeting. Since its opening in 2002, Hilton Chongqing has hosted many a large size events or political activities such as the AAPP (The Association of Asian Parliaments for Peace) and APCS (Asia Pacific Cities Summit).

Jacopin said that following the rapid progress of the "Western Development" Program, which aims to encourage the growth of industry in the inland western and central regions of the country, Chongqing, as the core city of the project, is catching up with China's more developed cities and the world. More and more international companies eye on Chongqing and tend to invest, even settle their headquarters or branch here; the domestic or international tourism projects groups will choose Chongqing as their destination; more significant international conferences will be held in Chongqing. Chongqing's internationalization will be improved which gives ways for more business travelers and more MICE organizations to enter the city. For the hospitality industry of Chongqing, especially the international five-star hotels which are famous for their brand and service, will be a great drive.

Grand Metropark Hotel Chongqing
Grand Metropark Hotel Chongqing is located at the North New Zone of Yubei District in Chongqing. Julia Yang, the general manager of Grand Metropark Hotel Chongqing, said that "The North New Zone of Yubei District in Chognqing is the new zone that the Chongqing government exerts all efforts to develop. And the first bonded port area of Chongqing is also located in this area as well. Along with the development of North New Zone, I believe that our hotel has much potential to develop in the future." Yang said that Grand Metropark Hotel Chongqing gives the priority to MICE group because the hotel is the best choice for the MICE organizations no matter on software or hardware. The hotel's multifunctional rooms can be used as conference and banquet place providing various service and facilities for meeting guests. And they are also the best venue for conduct business meeting, academic communication, news press briefing and banquet or cocktail meeting. The hotel owns a banquet hall of 880 square meters which can accommodate more than 600 people for meeting or 400 for dinning. In addition, the hotel has a VIP reception room and a lounge. What's more, the biggest conference and exhibition center- International West Conferences and Exhibition Center will be constructed in Yuelai and Grand Metropark Hotel Chongqing will be the very five-star hotel that is closest to the venue upon its completion. For guests from outside of Chongqing, the hotel provides lots of personalized services, such as special tea break, weather forecast reminder, brief introduction of tour spots, buying special local products for guests, and so on.

Yang said that the business traveler is one of the most important parts of the hotel's source markets. To make clients in this sector feel at home, the hotel constantly provides various personalized services. At present, the hotel has launched "Metropark Hospitality Service" for MICE clients. The services include free airport pick-up service (need to book one day in advance), free telephone calls worth CHY50 per room per day, free welcome fruit, free daily local newspaper and free shoeshine service. With the development of Chongqing and the advance of its position in China and overseas market, the city's MICE market is improving and it will become a focus of China, even the whole world, with a bright perspective.

Sofitel Forebase Chongqing
Stephen E.F.J.Antram, General Manager of Sofitel Forbase Chongqing, said that the hotel has a 559-square-meter pillarless Crystal grand ballroom, a 373- square-meter multi-function hall and 12 meeting rooms of various sizes to satisfy the needs of different events. The newly accomplished multifunctional meeting room-Bordeaux，occupies 380 square meter and is equipped with advanced and moved board. The room can be divided into three well-equipped meeting rooms. The expertise of the hotel's Meeting Planner is always ready to provide a full private business experience. There are also a range of personalized service including tea breaks of various themes, secretary service, translation service as well as personalized meeting tools, transportation service, supporting service and security guarantee. The hotel is the first five-star hotel in Chongqing that has its own brand cruiser. With a capacity of more than 30 persons, the Sofitel Cruise Boat is suitable for small size meetings and can take guests to the beautiful views of the Yangtze River and fine dining spots in Chongqing.

Antram said that MICE clients contribute to about 40% of the total income of the hotel. Since it was opened in 2007, the hotel has served many meeting buyers and successfully hosted a number of themed events including China Chongqing Global Sourcing Fair, China-Germany Forum-Chongqing Dialogue, the Fifth Session of the Seventh National Commission Meeting of the Chinese Writers Association 2010.

Antram said that as well as being the newest municipality in China, Chongqing is large, has the biggest investment potential in the west part of China and is a key area for the Chinese government's Western Development Program. With complete infrastructure, solid industrial base and comprehensive businesses, Chongqing certainly boosts huge potentials. Because of this, Chongqing has attracted many companies from home and abroad for trade. In 2008 in particular, Chongqing government put forward the goal of building Chongqing into a place suitable for residence, a place with smooth transportation, extensive forest coverage, peace and health. Fostered by the strong desire in achieving the new goals, Chongqing's environment will be better, the facilities will be more consummate and this will make it a new focus for meeting and business travel.

Somerset JieFangBei, Chongqing
Somerset JieFangBei Chongqing is located amidst the Fortune 500 companies in the bustling downtown financial and business district of Chongqing. The serviced residence is close to banks, offices, shopping malls, and restaurants, which enables guests to enjoy complete business connectivity. James Zhao, the general manager of Somerest JieFangBei Chongqing, states that the residence offers units from studio to two-bedroom apartments featuring a spacious living/dinning room, fully-equipped kitchen and high speed broadband internet access, which satisfies business travelers' requirements of work and relaxation. Indoor swimming pool, Jacuzzi, sauna rooms and fully-equipped gymnasium offer varied relaxing ways for guests.
As the premier brand managed by The Ascott Limited, the world's largest serviced residence owner and operator, Somerset is dedicated to helping executives and their families to look for work-life balance and providing a place to make friends, share family experiences, get help to quickly settle into the city.

Zhao said that Chongqing is the only municipality in western China, and became one of "Five Central Cities" in February 2010. This will make it attractive to more and more oversea and domestic enterprises, especially high-end and mid-range business travelers. As a result, the demand for professional serviced residence will increase. Zhao stated that in the coming years, Chongqing's business travel market will get more and more mature, meanwhile, the competition will be more fierce. He believed that the key to succeed in hotel industry is to offer differentiated services.

Howard Johnson ITC Plaza Chongqing
Howard Johnson ITC Plaza Chongqing is located in the central business district of Chongqing. It's only about 10 minutes to Chongqing International Conference & Exhibition Center by car. There are many famous banks around the hotel such as Standard Bank, CITI Bank and BEA Bank etc. The hotel has a good economic and business environment. It also has sophisticated facilities such as a lobby lounge, Western and Chinese restaurants, executive lounge, fitness center, indoor heated swimming poor, the top tea house in Chongqing, Spa club, business club etc. Those are all convenient for MICE. The 436 guest rooms of the hotel can meet the demands of meeting clients. Louis Liao, general manager of Howard Johnson ITC Plaza Chongqing, explained that the hotel's ballroom is rectangular and six meters tall and it is suitable for various meetings.

Speaking of the income brought by MICE clients, Liao said that the proportion of MICE clients has been influenced by the exhibition status in Chongqing. If there are large events or exhibitions, the proportion will rise. MICE guests represented 25% of all guests in 2009. The proportion will increase in the high season from March to May or September to November.

Liao said that Howard Johnson ITC Plaza Chongqing was opened in December of 2007. After two years in operation, the hotel has found the number MICE guests increasing. He stated that after the Chongqing International Conference & Exhibition center was completed, the exhibition industry here has been developing fast. Many important exhibitions or conferences have been held in Chongqing, including China Ophthalmology Conference. At the same time, many other provinces, municipalities and special administrative regions want to extend their influence in this City. Liao said that the Hong Kong Fashion Week and Macau Week were held in Chongqing last year when the hotel undertook the Welcome Dinner of Macau Week. In addition, HP and Foxconn settled in Chongqing in 2009, and in the near future about a third of the world's laptops will be made in Chongqing. All these facts proved Chongqing is receiving more and more focus and investment. Just like Shanghai, with more focus and investment, Chongqing's MICE will certainly develop more rapidly.

Chongqing Harbour Plaza Hotel
Vicon Mak, the food and beverage director of Chongqing Harbour Plaza Hotel, told China Hospitality News that the hotel attaches great importance to MICE and has complete facilities for it. Vicon Mak said that Chongqing Harbour Plaza Hotel is located in the central area of the Liberation Monument with convenient transportation, entertainment and commercial services. The hotel has spent huge amounts of money on the renovation of its meeting facilities. In early 2010, the hotel renovated its 520-square-meter ballroom and four multifunctional rooms of various sizes to meet the demand of meeting clients. In addition, the hotel is equipped with advanced audio and video equipment such as LCD projectors, wireless microphone, and wireless network. The hotel also takes the training of sales persons seriously. Based on clients' demands, the hotel requires its sales staff to be capable of responding to clients' requirements quickly and helping them solve problems effectively, offering solutions for any foreseeable problems. In addition, the hotel also has invested CNY20 million in renovating its outside wall in 2009. It has introduced a world class outdoor cafe to bring a brand new experience for meeting clients. What's worth mentioning is that the hotel owns a roof top garden which is said to be the largest in the Liberation Monument area and this also adds a new option for private parties and company events.

Mak remarked that MICE is a new profit growth point. He explained that income from MICE currently occupies about 22% of the hotel's room revenue and 42% of food and beverage revenue. He believed that 2010 will be a year of both opportunity and challenge for Chongqing's hospitality industry. With the recuperation of China's economy and more polices coming out for driving domestic demand, more and more high-star grade hotel are landing in Chongqing, and this shows that people are optimistic of Chongqing's hospitality industry. Meanwhile, the municipality government is actively creating opportunities for MICE development. The First China Three Gorges International Travel Festival and China International Education Tour Exhibition have no doubt attracted a number of guests for Chongqing and made the city known by more. Mak is confident that Chongqing's MICE will grow by leaps and bounds empowered with all this favorable conditions.

Le Meridien Chongqing Nan'an
Being the first international luxury hotel in Nan'an district, Chongqing, Le Meridien Chongqing, Nan'an was built within Chongqing's newest residential, shopping and entertainment destination, on the upper Yangtze River, the hotel is a short 8-minute walk from the International Exhibition Center and a 10-minute drive from the Liberation Square Central Business District. Timothy O'Driscoll, general manager of Le Meridien Chongqing, Nan'an, introduced that the hotel has a ballroom of 1,093 square meters and a total of 1,694 square meters meeting space that encompasses nine meeting rooms for various meetings and events. In addition, the hotel has a professional meeting team to provide considerate service for clients.

Stylish and sophisticated with ultra-modern technology, Le Meridien Chongqing, Nan'an offers some of the finest facilities in Chongqing, with 319 refined rooms and suites featuring unique art pieces and showcasing views of vibrant Chongqing city. Business travelers can experience the great comfort and convenience of the hotel in addition to experiencing its top class fitness center and indoor swimming pool.

O'Driscoll said that supported by western development and 2009 anti-economic crisis policy, Chongqing is rapidly developing with an economic growth of 14.9% in 2009 and ranking third in China. The situation for 2010 is better and the growth rate is expected tor reach 16% in the year. Meanwhile, the Chongqing municipal government has recently introduced five initiatives to support the development of the exhibition industry. This will definitely bring more opportunities for the MICE sector in Chongqing.

Hotel Brand and Location Are First Considerations
Eric Wang, travel coordinator of the Global Supply Chain Services of China Heewlett-Packard Co., Ltd, told China Hospitality News that HP signs with world renowned hotels each year. The company also sources hotels for regular business trips and meetings based on its own principles, staff's requirement and the hotel room rate. When choosing a hotel in Chongqing, Wang said they will consider the hotel's location in addition to brand and reputation and choose one that is close to the company/factory or client's project. Wang said that HP has cooperated with Sofitel Forebase Chongqing, Intercontinental Chongqing and JW Marriott Hotel Chongqing.

Hotels with Good Reputations Make Guests Feel at Home
Feng Xiaofei, executive assistant to the president of Chang'an Mazda Motor Sales Company, said that Chang'an Ford will hold employee meeting and annual meeting each year in Chongqing. The scale of the meeting will vary depending on the number of employees of each department but usually there are several hundred people.

Feng said that they will first consider the capacity of the venue and the hardware facilities it provides before making the choice. In addition, they will also value other factors such as the service standard and the price of the venue.

Feng said when the meeting or event is held in a hotel, they will give considerations to the hardware facilities of the hotel such as the size of the meeting room, the audio-video, lighting equipment, hotel brand, service standard and the transportation. Feng stated that in the course of cooperation with hotels, Hilton Chongqing has left him a deep impression. He was very satisfied with the hotel's meeting facilities and service after cooperating with it for several times. Feng stated that the hotel has also impressed meeting participants a lot. He added that they will still make the hotel their premier choice for upcoming meetings.

Feng said they will arrange guests from other places to visit the local historical relics and folk customs of Chongqing, tasting the local food and choose a hotel with good reputations to make them feel at home if they have time to stay in Chongqing after the meeting.

Chongqing, A Place with Unlimited Possibilities
Beijing Taihe Haotian PR Consulting Company is providing professional service with a standard work flow, reliable supplier team and stable internal resource. The company has organized different events for APC, an affiliate of Shneider Electric, IBM, and Intel in Chongqing.

Regarding choosing a meeting venue, Pang Yan, Account Director of the company, said that the demand for events varies and the company will choose a venue according to the clients' demand while giving consideration to the client's brand positioning and whether the venue is ideal in capacity, location, and creation. Pang said that Beijing Taihe Haotian PR Consulting Company has chosen Sofitel Forebase Chongqing, Hilton Chongqing and JW Marriott Hotel Chongqing for past events. He said among these hotels Sofitel Forebase Hotel has impressed him the most, and the overall hardware facility and software of the hotel makes client feel satisfied. In addition, the hotel features modern and stylish facilities. The smile of the hotel staff is always the most precious gift for guests. Pang said there will be flaws and regrets in offering service, but so long as the hotel has a correct attitude and can handle the problem properly, they will certainly gain understanding from clients. In a word, communication is the most important thing.

"Chongqing is a famous city of mountains and it is also nicknamed as Little Hong Kong. Besides, the city is affected by the Bashu culture, meeting planners can refer to the famous mountains and historical interest, history and literary quotations as well as local characteristics in planning an event" said Pang. "Chongqing's food is also popular and fond of by the public, so it is often incorporated in the event so that guest can have an amiable experience of Chongqing. Simply speaking, Chongqing is a place with unlimited possibilities."

Making Clients Experience Consideration and Thoughtfulness
Luo Hongjie is working in the administration office of the Chongqing branch of a Chinese bank which wishes to remain unnamed. Luo said that the bank's main events in a year include social gathering for clients, product release meetings and the Client Appreciation Meeting at the end of the year. Luo said that a meeting venue must first conform to the client's identity and the quality background of the attendants. Plus, the price should reasonable. Second, the venue must possess good hardware and software services. It is qualified and can offer various tasty food. Third, the venue provides smooth communication channels. If an event is held in a hotel, the grade, price, service and degree of convenience of the hotel will also be considered.

Luo said that Sofitel Forebase Chongqing's first class hardware and good service have deeply impressed him. The hotel can make adjustment flexibly according to clients' demand to make them believe there is always one option for them. Meanwhile the hotel offers suggestions for the clients from a professional perspective. The hotel's food and cuisine are good. The authentic French style western food buffet is filled with French romance and is most suitable for informal banquet or get-togethers. The food is delicate with the adequate dishes. The atmosphere is free and relaxing. There are also Chinese restaurants of different sizes to meet the demand for formal banquet.

The most special is that the hotel has a foreign sommelier who recommends wines according to client's demand, hobbies and likes and makes them feel pleased in formal meetings with international flavor. The hotel rooms are newly renovated, they are luxury and warm. In addition, there is a Bali Water Club in the hotel where people can experience the Southeast Asia style relaxation and happiness. It will make one feel warm especially in the chilly winter night. The hotel's sales representatives do a good job. They set up a record for clients and keep a proper contact with clients, which makes them feel unintentional consideration and thoughtfulness.

Good Hotels Make Guests' Stay Trouble Free
Qu Rongrong, general manager of Heji Industry (Chongqing) Company, told China Hospitality News that due to the company's large scale, they have many meetings each year, for example, the annual financial meeting of the group, the media appreciation meeting, internal training and various banquets. Qu said that the company will choose hotels that have good reputations and sign with them on a long term basis.

Qu said that while choosing a hotel, they will first consider the location and the reputation of the hotel, as the convenient location will save a lot of time and offers much convenience for the attendants. While the reputation means that the hotel's service is guaranteed. Second, the accommodation must be safe and clean, with solid hardware facilities. For example, they will pay particular attention to the size, number and equipment of the meeting rooms. Third, they will pay attention to the communication skills and service level of the hotel's sales persons. Qu thought that qualified sales person is capable of coping with various situations and helping clients solve problems or putting forward suggestions for any foreseeable questions. The fourth consideration will be the price. Given limited budget, price will no doubt be one of the most important factors that will have a final say in the deal. Qu said they had the most cooperation with the Harbour Plaza Hotel Chongqing. Apart from its unique Hong Kong style culture and decoration, the considerate service and professionalism demonstrated by the hotel staff have left deep impressions on him. Qu believed that Harbour Plaza Hotel Chongqing has done its best to care about clients' feeling. He said that staying in such a hotel will make guests feel trouble free.