Sheraton Imperial Kuala Lumpur Hotel is ramping up its business events outreach efforts, as the property completes its eight-month-long, US$12 million renovation and refurbishment exercise.

Yvonne Lim, director of sales and marketing at the hotel, shared with TTGmice: “Business events are currently around 25 per cent of the business mix, but it has a lot of potential to develop further. While Asia-Pacific is our prime market, we are also looking at developing more business from Russian-speaking markets.”

When asked why specifically this market, Lim elaborated: “Traditionally, Russian-speaking markets are attracted to Langkawi but we realised that they have to travel to Kuala Lumpur as the gateway first, in order to connect to Langkawi. Hence, we saw the opportunity to tap this market. In general, this market is high-yield, long-stay, and spend (well) on F&B.”

Lim shared that in December 2018, there was a small incentive group from Kazakhstan that stayed at the property for a week. This led to the hotel hosting a group of agents from Kazakhstan this month, with the aim of attracting more incentive groups.

“We also (plan to) work closely with Tourism Malaysia, local tour operators and Marriott Global Sales Offices to tap the Russian-speaking markets,” Lim said.

With the renovations, inventory has been increased to 398 keys, up from 385, and rooms have been refreshed with bright and contemporary finishing. Overall the hotel looks brighter.

Event planners can avail nine function rooms which have all been refurbished and outfitted with state-of-the-art audiovisual equipment. The hotel’s largest space, the Nusantara Ballroom, can hold up to 1,000 pax theatre-style.

In addition, the Pavilions Lounge & Bar has also been transformed into a library-esque area with built-in wine cellar and cigar humidor, making it suitable for intimate discussions and informal meetings.

Lim added that the hotel is banking on its strategic location in the commercial area of Jalan Sultan Ismail to pull in more business events. Also situated just opposite the hotel is Quill City Mall, which features its own event space that can hold up to 1,500 people. A short walk away is another function space in the Heritage Row historical area. Called Slate at the Row, that function area can fit up to 200 people.

These spaces could be used as venues for cocktail parties and dinners, where the hotel could provide catering services, Lim pointed out.