S Hotels and Resorts has already seen substantial success in leisure tourism for its Crossroads Maldives integrated resort, but the company envisions growing the business events sector by another five per cent in 2024.
Currently, leisure tourism makes up 95 per cent of Crossroads’ businesses, which provides a lot of room for growth, acknowledged Ludovic Gallerne, vice president global commerce, S Hotels and Resorts.
Gallerne told TTGmice: “The Maldives is still conventionally seen as a romantic destination for honeymooners and leisure tourists, and we are trying to change that perception. I was in Singapore recently to promote our properties, and I had people telling me they didn’t know Maldives was for MICE.
“We have so much to offer MICE guests. (Crossroads Maldives) boasts over 15 restaurants, conference facilities, a sustainability centre, and a cultural centre which offers guests insights into the country’s history.”
Hence for 2024, Gallerne shared that the company will be making its presence more known to the trade and “get out there” by participating in major tradeshows like IMEX Frankfurt, as well as hold its own roadshows in India, Thailand and Singapore, or in partnership with Hard Rock or Hilton properties. Crossroads Maldives is home to SAii Lagoon Maldives, which is under the Curio Collection by Hilton; and Hard Rock Hotel Maldives.
However, he understands that it will take another 12 to 18 months for S Hotels and Resorts to see the fruit of its marketing labour. Currently, S Hotels and Resorts works with local agencies that bring the business events in.
Last year, S Hotels and Resorts also opened an office in China, which has been a boon for business events. “In 2023, around 2,000 to 3,000 room nights during the season were filled by MICE groups from China. We aim to double our MICE numbers out of China this year,” he shred.
Gallerne added that SAii Laguna Phuket “did well in business events last year”, and as of March 2024, it has already exceeded expectations in the business events sector.
“As a whole, Thailand is doing well for business events. That is why we are looking to open a property in Bangkok, another key business events destination,” he stated.
