Mutiara Hotels & Resorts focussed on attracting more meetings groups to Malaysia

Malaysia's Mutiara Hotels & Resorts has targeted the Meetings, Incentives and Exhibitions (MICE) market as a significant growth area for the hotel group in 2003. The Group is optimistic about significantly increasing arrivals into Malaysia from this sector through its attendance at one of the region's most significant travel marts, the Asia-Pacific Incentives and Meetings Expo (AIME) in Melbourne, Australia to be held from February 18 to 21 February, 2003.

Mr. Halim Merican, General Manager, Yield and Revenue Management with PERNAS Hotel Management (PHM), the managers of Malaysia's Mutiara Hotels & Resorts, is optimistic about the Group being able to increase arrivals into Malaysia from this sector of the tourism market this year despite the current global uncertainty.

He said after briefing his sales team who are heading off to Melbourne that: 'While there is some uncertainty in the world, we as a Malaysian hotel group, consider that we can attract more foreign-based meetings groups to the country this year.'

He added: 'Australia is an important market for the Mutiara Hotels & Resorts and as all the key industry buyers will be in Melbourne it is vital for us to be represented to keep the market informed of the exciting new developments that are occurring within the Group. We recognise that travellers throughout the world have been affected by certain events. This is no more evident than  with Australian travellers after the tragic events in Bali. However, where there are challenges there are opportunities,' he commented.

'We shall be reinforcing with the industry attending AIME that Malaysia as a conference, meetings and incentives venue, is an excellent travel destination, that it is welcoming and friendly, that it offers many unique facilities for meetings, and that there are superb value-for-money hotels and resorts like  those operated to Mutiara,' he said.

Mr. Halim mentioned that it was important for Mutiara Hotels & Resorts to continue to raise the awareness of the Mutiara brand name within the travel  industry, as it is a relatively new one. He also accepted that Malaysia has to continually work hard to reinforce the country's image overseas especially when there maybe some doubts in the market.

'We have set out to develop a uniquely Malaysian owned and managed hotels and resorts group and we feel this is important for those who attend meetings here as we want them to learn a little about our rich culture and heritage so  that they will return to Malaysia again and again either for meetings or vacations. There will be industry representatives at AIME who will want to  know of any new developments within the Group and we think that the investments we have made in our properties over the past few years should be enough to sway both existing and new business our way,' he added.

Mr. Halim mentioned that the hotel and resort group has many affordable meetings, incentives and exhibition packages that will appeal to Australian conference organisers. Furthermore, he mentioned that Australians like to travel and combine both work and pleasure and that Malaysia offered them an excellent combination that is relatively close to home for them.

Mr. Halim mentioned that there were many changes within the hotel and resort group. 'One of the purposes of expos like AIME is not only to expose our brand to the market but to update travel buyers of all the changes, updates and improvements we have made to our properties.'

He commented that there have been many new developments in the Mutiara properties to make them even better venues for meeting groups.

Mr. Halim continued: 'Everyone in the industry has had to get a little smarter to chase the meeting dollar. As such, we are continually investing money back into our hotels and resorts to make them more attractive. The most important  investment to the Mutiara portfolio is the ongoing RM100 million renovations to our flagship property, the Mutiara Kuala Lumpur. This is a very exciting renovation programme that will see the return in the first quarter 2003 of one of the nation's leading hotels. This property originally started as the Hilton Kuala  Lumpur and it was the first major international hotel group to establish in Malaysia.'

Located in the heart of Kuala Lumpur's Golden Triangle, the hotel features state of the art meeting facilities and incorporates modern technology that makes the hotel as contemporary and sophisticated as the worlds best. It is also situated just 50 metres from Kuala Lumpur Convention Centre, which opens in 2004.

Mr. Halim continued: 'We believe that AIME will be good for our business. We have been building upon our strengths over the past few years and it is now paying dividends. Mutiara Hotels & Resorts has some excellent properties and Malaysia remains a great destination for foreign corporations to combine both  business and leisure.'

He concluded that: 'Foreign travel marts are always important for the Malaysian hospitality industry and our presence at AIME reinforces the strong working relationship we have with the industry buyers in Australia. The more meetings, conventions and incentives that we can attract to our hotels and resorts will benefit the whole Malaysian hospitality industry as many Malaysians depend upon foreign travellers bringing in valuable foreign exchange to the country.'

Mutiara Hotels & Resorts are managed by PERNAS Hotel Management Sdn. Bhd., a subsidiary of PERNAS International Holdings Berhad. The Group has six properties located in key cities and resort destinations in Malaysia that include Burau Bay (Langkawi); Johor Bahru (Johor); Kuala Lumpur; Pedu Lake (Kedah); Penang and Taman Negara/National Park (Pahang).