Following months packed with meetings and events, especially since Macau borders reopened in January this year, sister properties Sheraton Grand Macao and The St. Regis Macao – which are part of The Londoner Macao integrated Resort – expect the new year to bring even more positive developments.
Frank Sanders, multi property vice president, Sheraton Grand Macao and The St. Regis Macao, told TTGmice that “certain months performed even better than 2019”.
“Summertime in Macau is usually a tad quiet for business events, but this year we had events even in July and August. Some of these summertime events were from China, drawn to Macau by the ease of access,” explained Sanders, adding that Chinese corporate groups were at that time deterred by visa bottlenecks at European and American embassies.
Both properties have also benefitted from a surge in Indian corporate group arrivals.
He said: “The rise of inbound Indian business is promising for us and Macau. Our Indian clients love Macau for its wide range of top hotels, F&B options, and activities.
“Indian corporate groups don’t want the usual meeting programme; they expect enriching and fun activities that allow them to appreciate the history and culture of the destination. Their desired programme is more complex than the usual group, and requires lots of logistical support. This is great for the destination because spending from a group then flows out to many industry players.”
Sanders is confident in 2024 being a great year, evidenced by advanced bookings for meetings and events. Event mix is expected to be more international in the new year, facilitated by Macau’s intensifying global destination marketing activities.
Furthermore, as more Indian groups experience Macau, positive word of mouth will fuel even more meetings and events from the giant source market.
However, Sanders suggested that “the full picture of demand” would not be clear at this point, as Sheraton Grand Macao has started progressive renovations that will last through 2024. The works are part of a rebranding exercise, with the new brand set to be unveiled later next year.
To catalyse business recovery, The Londoner Macao complex hosted a series of showcases between March and June this year. All staff from global sales offices and their clients in Singapore, Hong Kong and China were brought in to witness the extensive changes and new highlights in the complex.
Pre-pandemic The Londoner Macao was known as Sands Cotai Central.
According to Sanders, the trip was followed by “many event orders”.
Sanders has also hired a sales person in Hong Kong to resume sales representation activities, and restructured the management team to comprise a balanced mix of new and existing staff that led to “good chemistry and ideas”.
He told TTGmice: “One of the resulting outcomes from this new management team is a shift away from the wholesale model since June, and towards more OTAs, direct channels and MICE agents. This improves rate parity and our yield, plus gives us a lot more control over distribution.
“Having control over our room inventory is especially important for business events, which require guestrooms, banquet spaces and everything in the wider Sands Resorts Macao complex.”
Fuelling Sanders’ business optimism is Macau’s “destination transformation”.
He said: “I am new to Macau, but since being here (in April) I see gaming as a very small part of the destination. Macau just had the FIA Formula Three World Cup race as well as a golf tournament. In October, there were some major concerts and festivals. There is so much going on, and Macau has so much history and unique Portuguese influence.”
“Some event organisers used to be concerned about bringing meetings to Macau because of potential gaming distractions. Macau today has very diverse options across heritage, food and activities in a compact and easily accessible city.”
