Recognising the strong growth potential of Australia’s business events industry, Singapore-based Pan Pacific Hotels Group (PPHG) has made event venue upgrades a core part of its asset enhancement initiative (AEI) for Down Under.
PPHG’s AEI for Australia has covered three properties so far – Pan Pacific Perth, Parkroyal Melbourne Airport and Parkroyal Parramatta – costing the company almost A$100 million (US$65.2 million).
The AEI for Australia mirrors PPHG’s global AEI goal, which is to scale up property hardware to match elevated brand standards and meet evolving customers’ expectations.
Pan Pacific Perth’s 2,500m2 convention floor, said to be the largest in the city, has been upgraded with advanced LED screens and cutting-edge audiovisual technology.
According to PPHG CEO Choe Peng Sum, the LED screens stretch from wall to wall, and are mobile, with the ability to move with the walls as the space is being modified for different configurations.
“We have also invested in the best sound system available and engaged Encore (an Australian audiovisual specialist) to leverage its production expertise,” Choe said, adding that the hotel’s launch party in May thoroughly demonstrated the versatility of its event venues and capability of its event technology.
“The Lord Mayor of Perth City Council was impressed with what our venues and event technology could do,” he recalled.
The function rooms at the 276-key Parkroyal Melbourne Airport and the 286-key Parkroyal Parramatta were also upgraded as part of significant hotel-wide renovations.
Choe said both properties enjoy brisk corporate event business due to their location. Parkroyal Melbourne Airport offers convenience to companies that need to convene with national staff close to the airport, while Parkroyal Parramatta, Sydney is accessible to organisations within the city’s second CBD.
Choe noted that Australia’s business events industry is forecasted to grow at a robust 11.5 per cent from 2024 to 2032, reaching US$42.8 billion. Melbourne and Sydney continue to lead as key hubs for business events, presenting a strong opportunity for PPHG as it expands its offerings to meet the demands of both leisure and business travellers.
“In fact, the world’s business events market is growing, which is why we intend to make every ballroom and events space in all our hotels top-of-the-line through the ongoing global AEI,” remarked Choe.
PPHG’s global AEI sparked off in 2021, as the group took advantage of reduced room occupancy during the pandemic to embark on massive renovations of its properties.
Works first started across PPHG’s existing hotels, resorts, and serviced suites in Singapore and Asia, while new openings were modelled according to PPHG’s vision for “brand version two”.
Choe noted that Pan Pacific London, which opened in September 2021, represents the new Pan Pacific brand, while the Parkroyal Collection Marina Bay, which opened in December 2021, represents the new Parkroyal Collection brand.
Choe expressed great pride in Pan Pacific London for putting the Pan Pacific brand on the world map and in the minds of luxury travellers.
“When we took Pan Pacific London to the city in 2021, we were considered late to the game because every five-star hotel brand was already there. Yet, within five months of opening, the team scored a Forbes Five-Star 2022 award,” he said.
At present, PPHG has renovated and opened 14 Pan Pacific hotels, 10 Parkroyal hotels, and three Parkroyal Collection hotels in accordance to brand version two. The company owns and manages more than 50 properties across Asia-Pacific, North America, Africa and Europe.
