One of the obvious casualties from the Covid-19 pandemic is the events industry. Many event and marketing teams had to grapple with short notice and swift decision making on whether to postpone their events, cancel their events, or replace upcoming events with a virtual version.
However, as a vast majority of us can relate to spending so much time on our devices, it’s developing a new phrase: virtual fatigue. The question for event organisers has now shifted from “How can we successfully host a virtual event?” to “How can we stand out among other virtual events today?”
In relation to Singapore’s MICE industry pivoting its strategy during the pandemic, many event organisers have now turned to technology as a solution.
I have a few learnings to share – gleaned from ConnecTechAsia2020, the first virtual Infocomm, Media and Technology event held in partnership with Singapore’s Infocomm Media Development Authority – with those looking to take their events virtual.
Don’t experiment this year, go with a trusted platform. With only one chance to get it right this year, I would recommend to make the investment and choose a trusted platform that is stable, strong and secure in all ways. It does not just fall onto the company’s reputation, but the community’s as well. The right platform must be capable of delivering the event’s full value in a secure and safe way.
Conduct walk-throughs with your various stakeholders as early as possible. Once you have confirmed a platform, conduct walk-throughs with your delegates, sponsors, speakers, exhibitors, and attendees early – at least a month or two before the event. Giving them as much information as possible, would ensure familiarity with the platform and its features. While doing this, always keep in mind what the Return on Investment (ROI) is for each stakeholder.
Understand the importance of qualified leads. With any event, virtual or physical, qualified leads are a top priority for exhibitors, and you have to make sure to deliver this. For ConnecTechAsia2020 we provide backend data where they will be able to track and access visitors’ information not just during the three live event days, but for the entire duration the platform will be online which for us will be till June 2021.
Provide high-end business matchmaking. This is another top priority for our attendees. ConnecTechAsia’s business matching platform is powered by artificial intelligence (AI), where attendees will receive personalised connections and meeting suggestions based on their interests and profile. On a consolidated dashboard, visitors can view connections, find out who is interested in setting up a meeting with them and arrange for one-to-one video meets via virtual meeting rooms.
Do not cut the marketing budget. A virtual event is much more challenging to promote, especially this year. In just a span of a few months, we find ourselves competing to provide unparalleled online experiences through content and functionalities. Companies would have to put in the same amount of resources, if not more, to promote the event. This is especially true if you have never run a virtual event in the past and have yet to establish a track record.
While the demand for physical events will not disappear any time soon, the pandemic has made it clear that it has come down to pivot or perish when making the move to digital. This rapid evolution highlights the importance of understanding not just the industry, but what attendees consider value-adding.
The focus is no longer about replicating, but transcending the physical to bridge the gulf between what is expected of them and what makes their event meaningful to audiences in this new frontier.
Low Kiang Wei is medical director at International SOS, where he oversees all Medical Services and Health Consulting projects in Singapore.
Avani Hotels & Resorts has welcomed six new general managers to its team, who will head up properties in Asia and the Middle East.
Slated to open early 2021, Avani Doc Let Resort in Vietnam has welcomed Dennis Gordienko to the role of general manager.
Gordienko first joined the Minor group in 2015 as cluster resident manager at Anantara Maldives. Prior to that, he was executive assistant manager leading the pre-opening of Amari Dhaka in Bangladesh. In 2019, he took the pre-opening helm at FCC Angkor by Avani prior to being reassigned to Avani Doc Let Resort.
The Ukrainian started his hospitality career as an F&B intern in Antalya, Turkey, with Sheraton Hotels & Resorts in 2003. Since then, he has worked in London and also his native country within F&B and rooms departments with international brands such as Radisson, InterContinental Hotels Group, and Fairmont Hotels & Resorts.
He then moved to YTL Hotels – Small Luxury Hotels, where he was general manager of Gaya Island Resort, before moving to Vistana Penang Bukit Jambul in the same capacity.
In another Vietnam appointment, Beatrice Ellis has taken the helm at Avani Hai Phong Harbour View Hotel.
Ellis joins the hotel in a newly-promoted role from Anantara Hoi An Resort, where she has been based since 2017, starting as executive assistant manager and, for the last year, as the resort manager.
The South African brings more than 18 years of international experience in the hospitality industry, spending the previous six years with Minor Hotels in both the Maldives and Vietnam.
Over in Cambodia, Michael Robinson has been named the new general manager of FCC Angkor by Avani.
Robinson’s decade-long career in hospitality has seen him work across the US, Middle East and Asia, starting with a trainee role with Hyatt Regency La Jolla in San Diego. In 2009, he moved to the Middle East as pre-opening assistant manager – front office with Grand Hyatt Doha in Qatar.
In 2011, Robinson joined Park Hyatt Dubai as assistant front office manager, followed by a promotion to the role of front office manager a couple of years later. The New Zealand national then relocated to Vietnam in 2016 to work as director of rooms for Caravelle Saigon in Ho Chi Minh City. Later in the year, he was promoted to his first general manager role for the same property – his last assignment prior to joining Minor Hotels.
Moving onto Malaysia, Avani Sepang Goldcoast Resort has welcomed Yogeswaran Veerasamy as its new general manager.
A Malaysian national, Veerasamy brings over two decades of hospitality experience across Asia and the Middle East. A seasoned hotelier with a strong background in F&B, he began his hospitality career in 1996 at the Raffles Hotel Singapore. Between 1999 and 2008, he held various F&B leadership roles at hotels such as The Ritz-Carlton, Kuala Lumpur in Malaysia; The Fullerton Hotel Singapore; and Raffles Grand Hotel d’Angkor in Cambodia.
Veerasamy was subsequently promoted to executive assistant manager of F&B at The Westin Hyderabad Mindspace in India in 2008. Between 2012 and 2017, he held hotel manager roles at W Singapore Sentosa Cove and The Grand Copthorne Waterfront Singapore, before taking on a general manager role in 2017 at The Hard Rock Hotel Desaru Coast.
Before joining Minor Hotels, Veerasamy was general manager for M Social Hotel Singapore.
Next up in South Korea, Avani Central Busan Hotel has appointed BK Kwon as the property’s general manager.
The South Korean has worked across Europe, Asia and Australia over a career spanning 15 years. Starting as a trainee with Conrad Hotel Bangkok in Thailand, he was promoted to assistant F&B manager in 2006. Between 2008 and 2011, he was based at Parmelia Hilton Perth Hotel in Australia serving as conference & banqueting operations manager, before being promoted to executive housekeeper, and finally, hotel operations manager.
In 2011, Kwon relocated back to South Korea to join Hilton Namhae Golf & Spa Resort as director of operations, followed by a stint at Haevichi Hotel and Resort Jeju as general manager from 2014. Prior to joining Minor Hotels, he was executive director – hotel business division for Haevichi Hotel & Resort Corporation.
Lastly, in the UAE, Georges Farhat has been appointed as general manager for the Avani Palm View Dubai Hotel & Suites, slated to open in 4Q2020.
With more than 25 years of hospitality experience and a strong background in operations, Farhat brings a wealth of knowledge to this role from his previous positions with InterContinental Hotel Group.
Farhat’s first foray into hospitality was in 1994 with the Crown Plaza Dubai Hotel as a management trainee, and he rose through the ranks in both commercial and rooms division. In 2007, he was appointed the property’s hotel manager, followed by his first general manager assignment in 2014. Most recently, Farhat was the opening general manager for the Crown Plaza Dubai Marina.