The business events sector has shown a remarkable recovery for Accor’s properties in Asia due to the resurgence of global corporate travel, an increase in flight capacities from key source markets, and a strong desire from organisers to have in-person interactions.
Ollie Ansell, vice president, commercial market strategy – Accor Asia shared that properties in major cities in Asia such as Singapore, Bangkok and Tokyo have experienced robust bookings, thanks to the destination’s infrastructure, connectivity, event execution capabilities, and reputation as premier business events destinations.
Seoul, with its advanced technology and innovation hubs, is also becoming increasingly popular for tech-focused events and corporate gatherings, while secondary cities such as Bali and Hanoi are also gaining traction for their unique venues and experiences, shared Ansell.
“There has been an increased interest in secondary cities where businesses are looking for unique and less-congested locations for their events,” he said.
Emerging trends reshaping the business events landscape this year include a growing preference for hybrid events combining physical and virtual participation, a strong focus on sustainability in venue selection, and the integration of wellness elements into event planning.
Ansell also mentioned that flexibility in booking and customisation options is highly valued, and advanced technology solutions are employed to enhance attendee experiences and streamline logistics.
He acknowledged that the traditional “work hard, play hard” mentality has shifted towards emphasising well-being, flexibility, nutrition, and time management, with experiences curated around participants’ wellness. This “balanced agenda” is rather popular in Accor properties located in resort destinations like Phuket, Bali, and Phu Quoc.
“Face-to-face connections remain crucial for business, and planners are increasingly focused on fostering deeper connections among attendees to achieve both ROI and positive ROX (return on experience),” Ansell added.
When asked about the current challenges faced by the business events industry, Ansell highlighted the issue of navigating economic uncertainties, including fluctuating exchange rates and inflationary pressures.
“These factors can influence budget allocations and decision-making processes for event planners, requiring careful cost management strategies,” he elaborated.
To help, Accor offers flexible booking policies and customisable event packages, allowing clients to manage budgetary constraints effectively while ensuring tailored solutions. By providing transparent pricing and adaptable options, he stressed that Accor will help planners in optimising their event expenditures and achieving cost efficiencies without compromising on quality.
