Integrated Quality Management for MICE destinations A key to Success. Bruce Redor Partner

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2 Integrated Quality Management for MICE destinations A key to Success Bruce Redor Partner

3 About GainingEdge - Our Expertise Convention Bureau Development Convention Centre Development Sales Support Education & Training Market Support Research Management

4 Differences Between Business Events and Leisure Tourism Destinations that are successful in Business Events understand the synergies of leisure tourism and Business Events, as well as the strong differences, especially in market approach. Business Events differs from leisure tourism in terms of the purpose of the visit, decision makers, service providers, and requires a distinct strategy for attracting business meetings. How do Business Events and Leisure Tourism Differ? Purpose of Visit Main Drivers Decision Makers Expenditure Service Providers Marketing Approach Leisure Tourism Fun and leisure Exploring new destination and learning new cultures Affordability Uniqueness of destination and culture Kind of leisure activities available Individual tourists Tour wholesalers Travel agents Personal expenditure, on leisure activity, shopping etc. Tour operators/travel agents Hotels Airlines Broadcast marketing to end consumers (tourists) Tour packages through tour operators/travel agents Business Events Business networking and information sharing Education & certification Business networking State of domestic economy Quality of Business Events-related infrastructure, such as convention/ meeting venues and hotels Affordability and connectivity Meeting Planners/AMCs Professional Congress/Exhibition Organisers Associations and corporates Business and personal expenditure, amounting to 2-3 times that of a leisure visitor PCOs/DMCs/EMCs Venue Providers (meeting venues and exhibition grounds) Convention centres Bidding for international conventions/ exhibitions Lobbying with government and trade bodies Direct selling to corporates and associations Source: GainingEdge research analysis

5 Convention Bureau Business Events and Economic Transformation Business Events (Meetings, Incentives, Conventions & Exhibitions) align interests of several stakeholders such as the government, professional community, DMOs, and the supporting hospitality industry, and hence is viewed as part of a comprehensive government strategy for economic transformation and growth in priority sectors. Business Events as Strategic Levers to Build Priority Sectors Government Governments have priority sectors for development that conventions can help strengthen, by bringing global industry leaders to engage with local professional communities Convention Bureaus play a crucial role in securing conventions for a destination and should be encouraged to identify and win bids for business events associated with the identified priority economic sectors Government Medicine Science Education Economic Sectors Trade Cultural Professions Business events bring together industry and thought leaders, helping foster business and research links that drive faster growth of industries, which in turn supports greater overall economic development Professional Community The hospitality industry is an enabler for broader economic transformation through business events. The growth of this industry should be viewed as an additional benefit rather than the primary goal of growing business event activity Hospitality Industry Source: GainingEdge research analysis

6 Business Events and Economic Transformation Governments are investing in development of the Business Events industry, as hosting conventions and exhibitions is a powerful global economic and intellectual engagement strategy, making it a critical component of their broader economic transformation strategy. Understanding the Overall Economic Impact of Business Events Business Events Microeconomic Impact Direct Spending Employment Tax Revenues Macroeconomic Impact Tourism (Leisure) Focus Attracts the world s industry and thought leaders Exports Stimulates international markets for locally produced goods and services Platform Showcases innovation, products and expertise Networks Builds business contacts, trade and research links Profile Generates favorable media attention Access Delivers access to new technologies and exchange of ideas Investment Provides a world stage if they see it, they will invest. Knowledge Strengthens professional expertise Source: GainingEdge research analysis

7 What is a Convention Bureau? Official destination marketing organization Not for profit, public/private partnership Governed by an industry board with government representation Independent, impartial and unbiased Convention sales (bidding) Tactical vs. strategic

8 Why Does a Destination Need a Convention Bureau? Client Expectations Destination Information and Support Coordination of Suppliers / Bids Liaison with Government Pro-active bidding Destination Maestro

9 MICE buyers prefer to work through a Convention Bureau as a one-stop shop Key Actors in MICE Marketing Event Management Companies Event Management Companies Event producers Exhibition Management Companies Exhibition Management Companies Trade and consumer show producers Convention Center: Cooperative sales effort with CVB Primary meeting facilities Event catering Hotels Convention Centre Hotels: Provide room blocks for bid Banquets and catering Destination Management Companies (DMC) Convention Bureau Tourism Services Org: Ground transportation Logistics Organizes pre- and post- tours and incentive trips Government Professional Conference Organizers (PCO) Local and National Government: Supports the MICE market through investment in facilities Financial support for CVB Protocol Traffic and security support Special events permits Subvention Local Host Committees PCO: Contracts with the meeting planner Handles on-site logistics hotel rooms, registration, housing, local transportation, sponsorship, meeting preparation, social program arrangements, entertainment, etc. Local Host Committee: Issues a formal invitation to the group organizing the meeting Works with the CVB during the bid Plans social program during the event Unique Roles of the Convention Bureau: One stop shop Represent the entire destination to MICE buyers Researches potential congresses, organizes site visits and prepares bid packages Supports development of exhibitions Attendance promotion at events Industry development and coordination

10 The importance of total quality management in destinations Total quality management : a process aimed at embedding awareness of quality in all processes across the destination Attainment of quality is reached through all stakeholders commitment on a daily basis

11 Total Quality Management in Destinations Everything is geared towards : CUSTOMER SATISFACTION

12 Focus on customer satisfaction Image Expectation Perceived Value Customer Satisfaction Loyalty Perceived Quality (Hard) Perceived Quality (Soft)

13 Examples of Quality Management Programmes In developing markets : o Thailand / ASEAN Mice Venue Standards In developed markets : o Best Cities Alliance Quality Standards

14 Thailand / ASEAN Mice Venue Standards The business events industry in Thailand, led by the Thailand Convention Bureau, devised a quality assurance programme, based on standards defined by international industry bodies. Three areas of focus : Physical Technological Service Success in Thailand has led to a wider application all across the ASEAN region

15 ASEAN Mice Venue Standards

16 BestCities Global Alliance Vancouver Edinburgh Houston Copenhagen Berlin Dubai Tokyo Bogotá Singapore Cape Town Melbourne

17 Best Cities Alliance Best Cities Alliance When the world wants to meet we set the standard. The world s first convention bureau alliance with 11 partners in six continents: Berlin, Bogota, Cape Town, Copenhagen, Dubai, Edinburgh, Houston, Melbourne, Singapore, Tokyo and Vancouver. Goal : to deliver the world s best convention bureau practices for the meetings industry.

18 Best Cities Alliance How do they make this happen? The BestCities Quality Management System (QMS) provides an established set of quality standards and processes across the Alliance. Annual certification guarantees to clients that all BestCities destinations live up to these standards. This is the first alliance wide QMS programme for convention bureau organizations.

19 Best Cities Quality Standards Standards : Staff Training Internal / External Audits of Service Standards Supplier Control Process Management of Client Requirements Congress Promotional Support Destination Expertise Bid Assistance Convention Planning On-Site event servicing Post event evaluation

20 Conclusion : focus on customer satisfaction Image Expectation Perceived Value Customer Satisfaction Loyalty Perceived Quality (Hard) Perceived Quality (Soft)