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Mice Net : August 2009
news way we are doing things and ensure that we are staying close to our customers, ensuring our guest service and the `value’ our guests receive when they stay with us, making sure that our marketing is tactical and meaningful; that we are paying forensic attention to our costs and that we are growing and developing our teams so that our people deliver strong leadership in whichever role they have with us.” Westward ho In the west of the country, the Perth Convention bureau (PCb) has a new corporate brand featuring a cluster of five stars which bureau director of marketing Anne Last says is timely given the global economic crisis and its impact on the tourism industry. “In these tight financial times, the competition to attract high yielding convention and incentive travel business is at its most intense,” she said. “In this environment it clearly helps to have a strong brand that enables us to stand out in a crowded marketplace, to have an effective marketing tool that helps to build awareness of Perth and Western Australia as a fresh and inspiring business events destination.” Prior to June 30, the bureau had secured 47 national and international conventions and 18 corporate and incentive travel groups representing 28,810 delegates and $51.6 million in direct delegate expenditure. Wins that include the royal Australian College of Surgeons’ Annual Scientific Congress, expected to attract 2800 delegates and inject $5.7 million into the economy in May 2010, and a taiwanese incentive group which will see a total of 700 delegates visit Perth in staggered groups in october and November of this year, representing $2.33 million worth of business. the bureau said it expected to end the financial year in a strong position and on track to secure its annual target of $64 million worth of business. Similarly upbeat about the state of the market is Perth’s burswood Entertainment Complex. “It is not our policy to accept the status quo but to extend and further develop our corporate and leisure markets. We have been extremely proactive in maintaining core business and in securing new business accounts,” explained a burswood spokesperson, adding that their unique selling proposition of having two hotels and always being able to offer two tiered competitive rates to both corporate and leisure guests, has been good for business. “our plan for the future is to work with corporate partners to maximise IHG (burswood’s parent company) global offers and promotions. the fact that burswood is a fully-integrated complex with multiple restaurants and bars, 24 hour casino and burswood theatre and Dome, as well as leisure facilities, is a drawcard. the CbD is on our doorstep and meeting facilities are the best in WA,” they asserted. The key to success For toga Hospitality’s rachel Argaman, courageous leadership is the key to the success of a business. “this is not the time to take a passive approach to business, but to focus on performance and drive revenue initiatives at all levels of the business. At toga Hospitality we have a high performance culture, keep our people informed and involved with and across our strategies. “We will continue to ensure the best service and experience for our guests, stay close to our customers, drive sales and control our expenses. We will be looking for outstanding people and for opportunities to drive market share and optimise our business. “Currently we are seeing corporate and domestic travellers moving towards mid-market accommodation and apartment hotels as they look for value. We are seeing many corporate customers who have traditionally stayed at five-star hotels looking to review those travel policies and we are picking up marketshare at travelodge, Medina and Vibe Hotels as a result.” Ms Argaman added that in line with seasonal trends, the months to September are on target for them to reach budget. ABOVE: Toga Hospitality CEO, Rachel Argaman, says with challenges come opportunities. OPPOSITE: Hilton Melbourne South Wharf GM, Michael Bourne says conditions will be testing when new product comes on line in early 2010. mice.net 7