Malaysian integrated resort Resorts World Genting (RWG) is looking to expand its MICE earnings through curated corporate incentive programmes, which it believes will yield more revenue than the current majority of rewards that follow standard itineraries.
Rocky Too, senior vice president, sales and marketing at RWG, told TTGmice in an interview that the massive complex “has the tools” to deliver tailor-made experiences for corporate incentive programmes.
Too pointed to RWG’s collection of over 10,000 guestrooms, a 4,000-seat ballroom, the 5,000-seat Arena of Stars that where numerous performances are presented, an indoor theme park, a soon-to-come outdoor theme park, two cable car systems, SkyAvenue shopping mall, Genting Highlands Premium Outlet, and more, as being lures for planners who desire unique programmes.
Too said: “We are targeting corporate groups that are looking to organise a different kind of convention – perhaps something that combines intensive meetings and fun activities.”
Too revealed that many corporate incentive programmes at RWG today follow a standard itinerary, where the main event is hosted in a hotel or restaurant. He hopes that RWG will be a trendsetter and change the way such events are held.
To inspire event planners, RWG has brought potential buyers from key Asian markets – China, India and South-east Asia – for fam trips last month, and will continue this effort into 2020.
Citing some examples of unique event ideas that can be produced at RWG, Too said: “We can have Imaginatricks performers featured as a headline act at a private welcome party or gala dinner; reserve a cable car line for a private group; host a cocktail party at Snow World where temperatures are minus six degrees Celcius; close off our theme parks exclusively for corporate groups. We can even fly in any foreign artistes that the organiser may want.”
Arokia Das Anthony, director, Luxury Tours Malaysia, believes that RWG’s latest direction may well succeed, as he is seeing a rise in corporate incentive buyers from Asia who are ready to increase their event budget to ensure a memorable experience for their top achievers.
Describing RWG’s decision to court the high-yield corporate incentive segment as a “step in the right direction”, Presanth Chandra, CEO, Apollo Asia Travel Group, hopes other destinations in the country will also follow suit.
“Malaysia, on the whole, is a value-for-money destination. We are reasonably priced as compared with neighbouring Singapore. Destinations here need to do more to profile their uniqueness offerings in order to stand out,” he urged.
