Hotel & Tourism SMARTreport #27

SMART 

REPORT 

The Professional Buyers’ Reference 

SPOTLIGHT ON 

ITB ASIA 2015 

ARCHITECTURE 

& EQUIPMENT 

ROOM RENOVATION 2.0 

INNOVATIONS 

& TECHNOLOGIES 

WHY OPT FOR A 

CONVERGED NETWORK? 

TRAVEL 

& TOURISM 

THE “ASIA 

PHENOMENON” 

Laurent Künzle 

CEO of Asian Trails 

INDUSTRY 

SPOTLIGHT 

Willem Both 

Vice-President of IT, 

Starwood Hotels 

Asia Pacific 

Mario Hardy 

CEO, 

Pacific Asia Travel 

Association (PATA) 

Katrina Leung 

Executive Director 

of Messe Berlin 

(Singapore) 

WORLDWIDE EDITION N°27 / September - November 2015

HALL D / BOOTH R21

SMART 

REPORT 

N°27 / September - November 2015 

FOREWORD 

The World Comes to ITB Asia 

Messe Berlin and its Executive Director 

(Singapore), Katrina Leung, see page 

8, really put the spotlight on tourism 

in Asia, while Mario Hardy, CEO of 

PATA (see page 29) explains the 

rapid development of the Asia-Pacific 

region. China is the main engine with 

an overall contribution of tourism to 

the GDP of more than 10% but also 

more than 100 million outbound 

travelers. This figure has not escaped 

Brand USA, who are communicating 

extensively with professionals on the 

multiple possibilities offered by the 

United States (see pages 9-17). 

Other countries are also extremely 

dynamic – such as Vietnam (see page 

32 our interview with Nguyen Van 

Tuan, Chairman of VNAT). 

Private initiatives are being multiplied, 

such as the Angkor Ultra Trail in 

Cambodia – presented by the CEO 

of Phoenix Voyages Group, Edouard 

George, on page 33. 

www.cleverhotel.org 

On page 30, Laurent Künzle, CEO 

of Asian Trails, helps us better 

understand how to navigate the aisles 

of a travel and tourism trade show. 

But this edition doesn’t forget one 

of its main function which is to 

help decision makers in the fields 

of architecture and technologies. 

The relevant comments of Jacques 

Bolze, page 20, Director of Products 

Solutions and Standards of Accor 

Group and David Esseryk, page 23, 

Accor Group's VP Guest Technology 

will be valuable to many. 

Still on the subject of technology, 

Willem Both, page 24, VP of IT for 

Starwood Hotels in Asia Pacific 

reveals how the job of IT is evolving 

over time. 

Happy reading to all! 

Richard Barnes 

Editor-in-Chief 

richard.barnes@cleverdis.com 

Tel: +33 (0) 4 42 77 46 00 

Follow us on: 


A CLEVERDIS Publication, 65 avenue Jules Cantini, Tour Méditerranée, 13006 Marseille - France 

Tel: + 33 442 77 46 00 - Fax: + 33 442 77 46 01 - E-mail : info@cleverdis.com - www.cleverdis.com 

SARL capitalised at Euro 155,750 - VAT FR 95413604471 - RCS Marseille B 413 604 471 

Publisher: Gérard Lefebvre, Publishing Director: Jean-Guy Bienfait, Managing Director: Jean-François Pieri, Editor-in-Chief: Richard Barnes, 

Editorial Coordinator: Monia Tazamoucht, Art Director: Hélène Beunat. With the participation of: Bettina Badon, Julia Thielemann 

>>To contact them: first name.last name@cleverdis.com • Printing: Pure Impression, Mauguio, France 

• On cover: © Starwood Hotels and Resorts • Registration of Copyright September 2015 • ISSN 2110-8676 

Information presented in this publication is purely indicative in order to illustrate subjects contained therein. No guarantee can be given as to the accuracy of data or content at time of 

printing and thus the latter should not be used to professional or commercial ends. While all efforts have been made as to accuracy and pertinence of content and data contained in 

this publication, CLEVERDIS may in no case be held responsible for the consequences, whatever their nature may be, that may result from the interpretation of this data or content, or 

any eventual errors therein. All rights are reserved. Any reproduction of the content of this publication, even partial, by any procedure whatsoever, is strictly prohibited without the prior 

authorisation of the publisher. Any copy, whether by photography, photography film, magnetic tape, disc or other means constitutes a forgery, liable to punishment under French law 

under the legislation of 11 th March 1957 covering copyright. All brands cited in this publication are registered trade marks and/or belong to companies which are their respective 

proprietors. The publishers and editorial staff decline all responsibilty as to opinions formulated in this publication by those interviewed or cited therein. Their opinions are entirely their 

own, and are included with the understanding that they contain, to our knowledge, no malicious intent. The inclusion of all texts, photographs and other documents supplied by those 

included in the report imply the acceptance by their authors of their free publication therein. Documents and photgraphs are not returned. It should be understood that this publication 

contains forward-looking statements that involve risks, uncertainties and assumptions. All statements other than statements of historical fact are statements that could be deemed 

forward-looking statements. Risks, uncertainties and assumptions include assumptions relating to the timing of the record date. If any of these risks or uncertainties materialises or 

any of these assumptions proves incorrect, actual results could differ materially from the expectations outlined in these statements. Cleverdis assumes no obligation and does not intend 

to update these forward-looking statements during the period of publication. Photo Credits and Copyright: All Rights Reserved 

CONTENTS 

07 EVENTS CALENDAR 

08 SPECIAL FEATURE: ITB ASIA 

08 ITB Asia, The Essential Platform 

for Travel & Tourism in Asia 

09 ITB Asia Forges New Partnerships 

Katrina Leung, Executive Director 

of Messe Berlin (Singapore) 

10 Obama Announces Major Boost to Sino-US 

Tourism Relations 

Christopher L. Thompson, Brand USA President 

and CEO 

13 New York – Encouraging Inspired Chefs 

The city’s largest-ever dining program announced 

by Mayor Bill De Blasio 

15 Comfort in the Keys 

Florida Keys unveil new and enhanced 

accommodation for travellers 

16 Singing the Praises of Tourism in Los Angeles 

The city of the angels’ tourism and municipal officials 

say tourism increasingly powers the local economy 

17 Miami Gets Personal 

The GMCVB launches new ideas to facilitate 

visits to the city and region 

18 Vegas Powers 

The US desert Mecca reports highest July visitation 

on record 

19 Floating Like Butterflies Over the Grand Canyon 

The Papillon Group celebrates 50 years of growth 

into the biggest company of its kind 

21 ARCHITECTURE & EQUIPMENT 

21 Renovation & Construction: 

The Rolling Wave of Technology 

22 In The Field - with Jacques Bolze 

Never Out On a Wire! 

23 INNOVATIONS & TECHNOLOGIES 

23 Shift from Technician to Business 

Manager and Strategist 

25 In The Field - with David Esseryk 

Increase Guest Loyalty, Deliver Customized Services 

and Optimise Operations 

26 Starwood Delivers Industry Firsts 

on Digital Technology and Innovation 

Willem Both, Vice-President of IT, 

Starwood Hotels Asia Pacific 

29 TRAVEL & TOURISM 

29 Promised: Delivered 

30 Destination Asia 

A close-up look at the tourism market 

31 In The Field - with Mario Hardy 

The World’s Fastest Growing Travel Market 

32 Navigating the Sales & Marketing Jungle 

Laurent Künzle, CEO of Asian Trails 

34 Vietnam Opens Up to New Travellers 

Nguyen Van Tuan, Chairman, VNAT 

35 A New Way to Discover Cambodia 

Edouard George, Phoenix Voyages Group 

36 China at Heart of Silk Road Push 

Xi’an Initiative moves Silk Road Project 

one step further ahead 

37 HOTEL OPENING CALENDAR

Developing Intelligent Hotel 

Technology Solutions 

20th-22nd April 2016, 

Dusseldorf, Germany 

Ted Horner 

Head of the 2016 

Advisory Board 

The 2016 programme is now ready. To receive your copy please email Herdip Kaur: 

HerdipKaur@arena-international.com 

Special features: 

• Pre-arranged, private business meetings with selected organisations of your choice 

• Individually matched meetings according to business needs and immediate & future priorities 

• Exclusive meetings model to run in parallel to fully comprehensive conference programme 

• Engage privately with industry leaders from across the globe 

• Interactive networking sessions to develop new and existing business relationships 

• 2016 will see the addition of the Inaugural IHTF Marketing Stream 

Quote reference code MK-HJAD 

when booking your place 

www.arena-international.com/ihtf

EVENTS 

CALENDAR 

2015 

28-30 SEPTEMBER 2015 

The Hotel Show 

Dubai World Trade Centre, Dubai, 

United Arab Emirates 

> www.thehotelshow.com 

2-5 NOVEMBER 2015 

World Travel Market - WTM 

ExCel London, London, United Kingdom 

> www.wtmlondon.com 

CLEVERDIS 

PARTNER 

29 SEPTEMBER – 2 OCTOBER 2015 

International French Travel Market – 

IFTM Top Resa 

Porte de Versailles, Paris, France 

> www.iftm.fr 

15-17 OCTOBER 2015 

EuroCHRIE 2015 

Manchester Metropolitan University, 

Manchester, United Kingdom 

www2.mmu.ac.uk/hollings/conferences/ 

manchester-eurochrie-2015/ 

20-21 OCTOBER 2015 

Independent Hotel Show 

Olympia West Hall, London, United Kingdom 

> www.independenthotelshow.co.uk/ 

20 – 22 OCTOBER 

Hotel Technology Next Generation – HTNG 

Hyatt Regency Nice Palais de la Méditerranée, 

Nice, France 

> www.htng.org 

21-23 OCTOBER 2015 

ITB Asia 

Marina Bay Sands, Singapore, Singapore 

> www.itb-asia.com/en 

CLEVERDIS 

PARTNER 

CLEVERDIS 

PARTNER 

CLEVERDIS 

PARTNER 


Jet Expo 

Porte de Versailles, Paris, France 

> www.jet-expo.com 

9 NOVEMBER 2015 

American Group Travel Awards – AGTA 

Paramount Hotel, New York City, United City 

> www.americangrouptravelawards.com/AGTA/ 

12 NOVEMBER 2015 

European Hospitality Awards - EHA 

London, United Kingdom 

> www.arena-international.com/eha 


The Sleep Event London 

Business Design Centre, London, United Kingdom 

> www.thesleepevent.com 

30 NOVEMBER – 3 DECEMBER 2015 

International Luxury Travel Market – ILTM 

Palais des festivals et des congrès, Cannes, France 

> www.iltm.com 

CLEVERDIS 

PARTNER 


Hotel & Tourism SMARTreport / Worldwide Edition N°27 / September - November 2015 7

SPECIAL FEATURE: ITB ASIA 

SPECIAL FEATURE: 

ITB ASIA 

ITB Asia, The Essential Platform 

for Travel & Tourism in Asia 

Asia and China in particular are coming in for increased global 

recognition in all fields… and the travel and tourism sector is not 

an exception. 

The latest announcement (25 September) 

of US President Obama and President Xi 

of China, of enhanced cooperation in this 

area goes very strongly in this direction. 

In this context, the need for a major 

international travel and tourism trade fair 

for Asia is a “no-brainer”! Already strongly 

implanted for several years, ITB Asia has 

all the assets to eventually become not 

only the platform for communication and 

trade essential to the development of 

tourism but also to the “harmony” of this 

development with other sectors of state 

economies. 

ITB Asia benefits from the more than 

40 years of experience of the world’s 

largest trade fair in the field: ITB Berlin… 

This success is built on the overall 

expertise of Messe Berlin, which recently 

also announced the launch in 2016 - 

in partnership with the municipality of 

Shenzhen – of “CE China” – the Asian 

counterpart of IFA Berlin, the largest 

Consumer Electronics show in the world. 

This will to become the benchmark in Asia 

is underlined by the Executive Director 

of Messe Berlin (Singapore) Katrina 

Leung, who has announced the further 

development of ITB Asia through multiple 

initiatives and partnerships. 

These include a broad opening to the 

luxury market and even “ultra luxury” with, 

for the first time, the organization of the 

“Luxury Travel and Hospitality Forum” in 

collaboration with DestinationElite. 

ITB Asia 

benefits from the 

more than 40 years 

of experience of 

the world’s largest 

trade fair in the 

field: ITB Berlin… 

The certification by the US Department of 

Commerce (DOC), which has endorsed 

the fair as an “excellent platform for 

showcasing US travel products and 

services” as explained by Katrina Leung, 

combined with the willingness of Brand 

USA to increase its marketing efforts to 

attract more Chinese customers also 

explains the largest ever US contingent 

this year at ITB Asia. 

8 Hotel & Tourism SMARTreport / Worldwide Edition N°27 / September - November 2015


ITB Asia Forges New 

Partnerships 

Katrina Leung, Executive Director of Messe Berlin (Singapore), 

previews ITB Asia 2015 

ITB Asia 2015 is expected to be the biggest and most 

exciting edition yet as it connects delegates to hundreds of 

companies from all segments of the travel industry across the 

globe. We asked Katrina Leung to explain what’s different at 

ITB Asia this year. 

Katrina Leung 

Executive Director 

of Messe Berlin (Singapore) 

Katrina Leung is the Executive Director 

of Messe Berlin (Singapore) and is 

responsible for spearheading ITB 

Asia and developing Messe Berlin’s 

business in Asia. Prior to joining 

Messe Berlin (Singapore), Katrina 

served as the Managing Director 

of Terrapinn Asia where she was 

responsible for Terrapinn’s conferences 

and exhibitions in Asia. 

Instead of a traditional keynote 

speaker, this year ITB Asia will kick-off 

its first and second day with a series 

of keynote sessions moderated by 

PhoCusWright founder and industry 

veteran Philip Wolf. We will also be 

collaborating with DestinationElite to 

organise the show’s first “Luxury and 

Travel Forum”, and partnering with 

CAPA (Centre for Aviation) to hold an 

aviation industry outlook forum. 

As technology continues to dramatically 

impact the travel industry, our 

programme this year will feature a series 

of sessions on new travel technology 

models and hot topics, attracting 

increased attendance from travel and 

technology companies. ITB Asia has, 

for example, partnered with TravelDaily 

China to highlight the importance of 

online travel. 

We will also welcome our largest ever 

US contingent. Following an impressive 

display in 2014, the show has 

been certified by the US Department 

of Commerce (DOC), which has endorsed 

the fair as an excellent platform for 

showcasing US travel products and 

services. 

The show has grown very quickly 

in just a few years. Why such 

instant success, and what are the 

projections for coming years? 

ITB Asia is 

the global melting 

pot for the travel 

industry 

ITB Asia is the global melting pot for 

the travel industry, and we provide a 

platform for those in the industry to 

network and connect with each other. 

As we have run ITB Berlin successfully 

for over 40 years, we brought a brand 

to Asia that the global travel community 

could trust. Our expertise, contacts, 

networks, and continuous enhancement 

of the quality of the buyer-seller 

experience each year, ensures the 

show’s continued success. We also 

recognise the importance of taking the 

lead in delivering the latest industry 

insights to keep our partners at the 

forefront of travel, and look to build our 

conference programme year-on-year. 

Keeping our ears to the ground to identify 

the latest issues and trends relevant 

to our delegates, we are confident of 

many more successful years ahead. 




HALL D / BOOTH R21 

SMARTreport commercial content 

Obama Announces Major 

Boost to Sino-US Tourism 

Relations 

Brand USA expanding marketing programs to increase 

international visitation to the United States from China 

President Obama and President Xi of China announced on 

September 25 th that the United States and China will undertake a 

year of deeper cooperation in the travel and tourism space under 

the US-China Tourism Year. 

Chris Thompson 

Brand USA President and CEO 

Led respectively by the U.S. Department 

of Commerce and the China National 

Tourism Administration (CNTA), the 

Tourism Year is designed to effectively 

position the United States and China for 

increased trade in travel services. 

The announcement came on the heels of 

the 2015 US-China Tourism Leadership 

Summit held in Los Angeles, California 

with nearly 200 U.S. and Chinese tourism 

leaders from government and industry 

present. The Summit was a milestone 

event as it was the first time since 

the Summit’s beginnings in 2007 that 

Brand USA – the destination-marketing 

organization for the United States – 

took the lead role in planning this year’s 

events with the CNTA. Additionally, the 

industry welcomed the new Chairman 

of the CNTA, Chairman Li Jinzao. Li 

brought extensive experience in local and 

central government and is well respected 

in China for his open-mindedness and 

understanding of tourism. 

This yearly tradition of gathering tourism 

leaders from both countries has shown 

a dedication to fostering greater 

cooperation and understanding of 

Brand USA 

officials project that 

China will become 

the top overseas 

market within the 

next three to five 

years 

tourism industry relations between the 

United States and China. 

“This Presidential announcement builds 

upon the momentum of Brand USA 

recently hosting the U.S. – China Tourism 

Leadership Summit and is an opportunity 

to highlight and expand our current 

marketing initiatives with the Chinese 

market,” said Chris Thompson, President 

and CEO of Brand USA. “It’s these joint 

efforts that make a difference in both our 

tourism industries and in turn, economies. 

We look forward to working with our 

partners in the Federal government, 

destinations and travel brands in 

optimizing our tourism marketing efforts 

with this important market.” 





“China is an important trading partner, and the 

Chinese market is critical to meeting the goals 

established in President Obama’s National Travel 

and Tourism Strategy to welcome 100 million 

international visitors to the United States annually 

by 2021,” said Kelly Craighead, Executive Director 

of the National Travel and Tourism Office at the U.S. 

Department of Commerce. “We’ve made great 

strides in expanding travel and tourism between 

our nations in recent years. Our collaboration 

and cooperation with the China National Tourism 

Administration and our partnership with Brand 

USA are vital to continuing this trend.” 

CHINA FORECAST TO BE 

NUMBER ONE MARKET 

Brand USA officials project that China will become 

the top overseas market within the next three to 

five years. Following the agreement to extend 

the validity period of visas issued to each other’s 

citizens, the U.S. State Department saw nearly a 

50 percent increase in Chinese applications for 

International 

travellers don’t always 

grasp the size and 

scale of the US. 

accomplishing their mission in collaboration with 

over 500 partners. The study reveals that over the 

past two years, Brand USA generated more than 

two million incremental international visitors who 

spent $6.5 billion, which in turn created nearly 

$15 billion in total economic impact. 

Brand USA’s mission is to increase incremental 

international visitation, spend and market share to 

fuel the nation’s economy and enhance the image 

of the USA worldwide. According to Brand USA’s 

proprietary research, their efforts are already 

achieving results. Brand USA’s consumer ads in 

China have moved the needle nearly 20 percent 

INTERACTIVE 

MAPS 

LEVERAGE 

INSTAGRAM 

& GOOGLE 

FOR TRAVEL 

PLANNING 

Travel planners can now 

access an exciting and 

new interactive map that 

features content from 

Instagram and Google 

Maps. 

The enhanced map – 

created via API access 

to Instagram, Google 

Maps and Brand USA 

- and located on Brand 

USA’s DiscoverAmerica. 

com – allows travellers to 

access real-time content, 

such as points of interest, 

relevant photos and travel 

articles that are positioned 

at corresponding geolocations 

on the map. 

"As the nation’s 

destination-marketing 

organization, our goal is to 

inspire and increase travel 

to the United States," said 

Tom Garzilli, Brand USA’s 

senior vice-president of 

global partner marketing. 

U.S. non-immigrant visas. In 2014, slightly more 

than two million Chinese visited the United States, 

marking a 20 percent jump over the previous year 

and making China the sixth-largest source market 

for international tourism to this country. 

Tourism is the number one services export for 

the United States and in 2014 the United States 

experienced record visitation of 75 million visitors 

and record spend of nearly $221 billion. 

A new study by Oxford Economics shows 

that for the second straight year Brand USA is 

in increasing travellers’ desire to visit the USA in 

the next 12 months and 10 percent in their overall 

appeal of the USA. 

Brand USA has a number of marketing initiatives 

and programs available for partners to leverage 

in the China market. Current programs will be 

expanded and new opportunities developed to 

continue to promote enhanced travel facilitation 

from China to the United States throughout the 

U.S. - China Tourism Year. 

"International travellers 

don’t always grasp the size 

and scale of the US. This 

new map feature integrates 

inspirational content shared 

by other travellers with 

logistical travel information 

and helps visitors not just 

in planning their trip, but in 

actually discovering all this 

country has to offer.” 






© Jen Davis 

Carnegie Deli, 

Midtown West, Manhattan 

New York – Encouraging Inspired Chefs 

The city’s largest-ever dining program announced by Mayor 

Bill De Blasio 

NYC & Company, New York City’s official 

marketing, tourism and partnership 

organization, together with Mayor Bill de 

Blasio and American Express, in September 

launched See Your City: Eats Edition, the 

largest five-borough dining program in New 

York City. 

In addition to motivating New Yorkers to 

explore the neighbourhoods and boroughs 

of their own city, the popular campaign also 

encourages New Yorkers to help create 

buzz around their favourite restaurants by 

uploading photos to social media using the 

hashtag #seeyourcity. 

According to Fred Dixon, president and 

CEO of NYC & Company, “Dining is one 

of the most visceral and exciting ways to 

experience someplace new and with more 

than 24,000 restaurants throughout the five 

boroughs, there’s always a new restaurant 

to explore.” 

WALKING OFF THE CALORIES… 

As the colour of the leaves changes, NYC 

& Company is inviting visitors to enjoy the 

outdoors this fall with walking tours around 

New York City’s five boroughs. From tasting 

global cuisine in Astoria to walking through 

historic Harlem to hiking the Greenbelt 

in Staten Island, there are several tours 

that appeal to every visitor’s interests and 

budget. 

“New York City is the world’s best walking 

city, and we encourage visitors to venture 

through the City’s five boroughs this fall 

with our incredible walking tours,” said 

Fred Dixon. “The crisp fall air and beautiful 

colours of the foliage provide a scenic 

backdrop for exploring the City’s sights, 

eats and history by foot.” 

Offering more than 30 history-based tours 

through locals’ perspectives, Big Onion 

Walking Tours (bigonion.com) takes visitors 

back in time with its Immigrant New York 

tour, as well as historical neighbourhood 

tours of the Lower East Side and 

Brooklyn Heights. New York Historical 

Tours (newyorkhistoricaltours.com) brings 

visitors on a walking tour of the newly 

expanded High Line, where they can learn 

about the history of the area, along with 

a tour of the Chelsea and Meatpacking 

neighbourhoods. Staten Island’s Historic 

Richmond Town (historicrichmondtown. 

org) offers themed guided tours of its 

beautiful grounds that showcase how New 

The crisp fall 

air and beautiful 

colours of the 

foliage provide a 

scenic backdrop for 

exploring the City’s 

sights, eats and 

history by foot 

Yorkers lived and worked during the 17 th 

century, while Carreta Tours (carretatours. 

com) invites visitors on a customized tour 

of the borough’s neighbourhoods and 

diverse cultures. Visitors can go join Cititrek 

(cititrek.com) on an adventure through time 

at City Island in the Bronx, where they can 

walk the quaint streets and see the island’s 

rich history at the Nautical Museum. 

More information and ideas for walking tours can be 

found at www.nycandcompany.org 






Key West counts numerous 

attractions for visitors including 

exciting water sports of many 

varieties! 

Swimming pools 

and cocktail bar, 

Marker Waterfront 

Resort 

Comfort in the Keys 

Florida Keys unveil new and enhanced accommodation for travellers 

From late 2014 through 2016, eight new 

properties — comprising just over 1,000 

rooms — have opened or are planning 

to open from Key Largo to Key West. 

In addition, a number of meticulously 

renovated lodgings are welcoming visitors. 

It would be difficult to cover all, so in this 

edition, we’re spotlighting the eclectic, 

artistic Key West – at the southernmost end 

of the chain. Travellers now are welcomed 

at the island’s entrance by the Keys 

Collection, a trio of newly built properties 

located on North Roosevelt Blvd. 

The first among them, The Gates Hotel, 

debuted its initial building in spring 2015 

and plans to open the second building in 

October. The new 245-room hotel blends 

refined luxury, minimalist design, artwork, 

food and music into a chic and comfortable 

lodging experience. 

Highlights include the Rum Row bar, two 

large swimming pools with cabanas and 

daybeds, a restaurant featuring breakfast, 

lunch and dinner, fitness and business 

centers, and a distinctive atmosphere 

reminiscent of “old Key West.” 

The second Keys Collection property, the 

Fairfield Inn and Suites, opened its doors 

in May 2015 with 133 rooms including 

17 suites. Amenities include poolside 

cabanas, business and fitness centers, and 

daily complimentary breakfast. 

Slated to open in December, the Hilton 

Garden Inn is to complete the trio of Keys 

Collection properties. The hotel is to have 

141 new rooms, some featuring balconies. 

The property’s on-site amenities include an 

outdoor resort-style swimming pool with 

poolside service, a restaurant open daily for 

breakfast and a lobby bar. 

Guests who want to stay in Key West’s 

Historic Seaport district can check into The 

Marker Waterfront Resort, a 2-acre luxury 

property that debuted in December 2014. 

The 96-room resort combines a modern 

and timeless aesthetic with the free 

spirit and tropical nature of the Key West 

community. Guests can relax and swim at 

multiple swimming pools surrounded by 

lush landscaping, complete with poolside 

cocktail service, or savour Cali-Mex– 

inspired cuisine at the on-site Cero Bodega. 

These are only a handful of the Keys 

properties debuting enhancements or 

opening. Others include Islamorada’s 

renovated Smuggler’s Cove Resort and 

Marina, Marathon’s new Courtyard by 

Marriott, the renovated Tranquility Bay 

Beach House Resort and Captain Pip’s 

Marina & Hideaway. Several Key West 

properties have been or will be renovated 

including the Doubletree Grand Key Resort, 

Crowne Plaza Key West La Concha, Olivia 

by Duval and La Te Da Hotel. 






© Downtowngal 

MacArthur Park, 

Los Angeles, California 

Singing the Praises of Tourism in Los Angeles 

The city of the angels’ tourism and municipal officials say tourism 

increasingly powers the local economy 

As Frank Sinatra sang, “I brought her my 

wildest of dreams and she came up with 

the answer”. Proof that Los Angeles sets 

the world dreaming comes in the latest 

announcement from the LA Tourism and 

Convention Board, who’ve announced 

record-breaking visitation, visitor spending 

and tourism job growth last year. 

Los Angeles welcomed 44.2 million visitors 

in 2014 – an increase of 4.8% over 2013 

levels. Total domestic visitation reached 

37.7 million visitors and domestic overnight 

visitation achieved 23 million visitors. 

International visitation, an ever-important 

segment of the market, reached new 

levels at 6.5 million visitors, a 5.6% percent 

increase over 2013. 

International visitors, who tend to stay 

longer and spend more during their visit, 

accounted for nearly 33% of all visitor 

spending. Tourism generated $2.3 billion in 

state and local tax revenues in 2014. 

“A shining star of our local economy, 

the tourism industry continues to thrive, 

supporting good-paying jobs for our 

families and generating significant revenue 

for our city’s vital public services,” said 

Mayor Eric Garcetti. 

L.A.'s hotel occupancy and hotel room 

nights sold both set all-time highs in 2014. 

In less than a 

decade, China has 

surged to become 

L.A.’s number one 

overseas tourism 

market, with 

Chinese visitation 

to L.A. up 523%. 

Hotel occupancy for the year reached 

78.9%, surpassing the previous 2013 

high of 76.8%. L.A. County’s hotels sold a 

record 28.1 million room nights in 2014, an 

increase of 3.2% percent over 2013. 

“Our hospitality community should be 

very proud of these stellar results since 

hoteliers play an important role in achieving 

these economic impacts as our city’s 

ambassadors,” said Javier Cano, chairman 

of Los Angeles Tourism Marketing District 

Board; vice president and market general 

manager at The Ritz-Carlton, Los Angeles 

and JW Marriott Los Angeles L.A. LIVE. 

“It’s their everyday passion and dedication 

for the guest experience that contributes to 

making L.A. such a welcoming, inspiring 

destination for our visitors.” 

CHINESE VISITORS LEAD GROWTH 

In less than a decade, China has surged 

to become L.A.’s number one overseas 

tourism market, with Chinese visitation 

to L.A. up 523%. L.A. has seen five 

consecutive years of double digit growth 

in Chinese visitation – outpacing every 

other international market by a large 

margin. In 2014, L.A. saw a 20 percent 

increase in visitation from China over 2013, 

welcoming nearly 700,000 Chinese visitors. 

2015 research statistics has forecasted 

that Chinese visitation will continue to 

experience double-digit growth for at least 

the next three years. 

Los Angeles skyline 

and San Gabriel mountains 

© Nserrano 





Miami Gets Personal 

The GMCVB launches new ideas to facilitate visits to 

the city and region 

Miami Beach shoreline - aerial view 

Ocean Drive 

Surfside Lifeguard House 

The Greater Miami Convention & Visitors 

Bureau, in collaboration with Brand USA, 

has produced a series of 12 videos in 

different languages to promote greater 

Miami and its beaches. These 12 YouTube 

videos help for potential visitors to 

discover the different facets of the city: 

top of the shops for their holidays, shows 

not to be missed, unforgettable nightlife, 

family ideas, different neighborhoods and 

architecture... Each addresses a theme 

that showcases the wealth of Miami. 

And to go further, GMCVB has launched 

its 'People & Places' campaign, a series 

of videos in English to promote the various 

districts of the city. Ideas include: 

NORTH BEACH: Head north – that’s what 

DJ Laura says. Follow this local radio 

show producer’s lead and you’ll find it is 

different here. Sure, wide open beaches, 

spectacular turquoise waters, and waving 

palms are almost a given on our coastline, 

but ours are less crowded, more perfect. 

Our pace is more casual, our vibe more 

mellow. As Laura will attest, it’s soothing, 

restorative, and thanks to the bow ties 

and cheese holes of MiMo (Miami Modern) 

architecture, blessed with just the right 

amount of funk. 

AVENTURA: Diego eats, lives, loves, and 

breathes Aventura. Run into him in Aventura 

Mall’s Art of Shaving and you’ll agree. 

One minute he’s touting the cocktails at 

Grand Luxe, next he’s recounting a date at 

Turnberry Isle’s Bourbon Steak Restaurant. 

And if you are craving for the ultimate in 

high-end shopping adventures, Diego can 

certainly spare a few tips. An advocate of 

all things Aventura, just ask him and he’ll 

point you toward the best pools, spas, and 

maybe even how to find yourself adrift on 

a lazy river. 

COCONUT GROVE: If you’re not laid back 

on arrival, you will be soon. Meet local 

musician Ominé and she’ll tell you Miami’s 

oldest neighbourhood has been carving 

its own free-thinking path since the 

Bahamians arrived in the late 1800s. She’ll 

have you believing quirky and bohemian 

are normal, and introduce you to our 

resident peacocks, parrots, and artists. Of 

course, if you prefer to wander aimlessly 

through the galleries, banyan-shaded 

bistros, waterfront parks, and unique-tous 

boutiques, we’re cool with that – we’ll 

be doing the same thing. 

What better advice could you get than 

from a local to enrich your experience in 

Miami? 

Discover more at: 

www.miamiandbeaches.com/things-todo/travel-guides/ 

Our 

pace is more 

casual, our 

vibe more 

mellow. 






Vegas Powers 

The US desert Mecca reports highest July visitation on record 

Red Rock Canyon 

National Conservation Area 

The Las Vegas 

Convention and 

Visitors Association 

reports a swathe 

of new attractions 

in the city that just 

keeps picking up 

pace! 

Las Vegas experienced another recordbreaking 

month for visitation in July. 

The destination welcomed more than 

3.7 million visitors during the month, 

marking the best July in Las Vegas history. 

The news comes as the Las Vegas 

Convention and Visitors Association 

reports a swathe of new attractions in the 

city that just keeps picking up pace! 

CELINE DION RETURNS TO HEADLINING 

RESIDENCY SHOW AT THE COLOSSEUM 

AT CAESARS PALACE 

Celine Dion has returned to The Colosseum 

at Caesars Palace to resume her criticallyacclaimed 

Las Vegas residency show, 

Celine. After a year hiatus, the stage came 

to life in September as Celine made her 

momentous return to a sold-out house and 

multiple standing ovations from thousands 

of fans. 

expansion allows Mandalay Bay to grow 

current shows and attract new groups with 

the added flexibility. Based on customer 

demand, the resort built new exhibit 

space, a 20,000-square-foot foyer and 

underground parking in this first phase, 

strengthening its position as a leader in 

the meetings and trade show industry. The 

second and final phase of the expansion 

will transition existing space into a 

70,000-square-foot carpeted ballroom to 

accommodate new corporate partners 

and associations as well as achieve greater 

utilization of the entire facility. 

GOVERNOR'S GLOBAL TOURISM SUMMIT 

SCHEDULED FOR NOV. 16-17 

The Nevada Division of Tourism 

(TravelNevada) will present its inaugural 

Governor’s Global Tourism Summit in 

Nov., featuring Lt. Gov. Mark Hutchison 

and keynote speaker Chris Thompson, 

president/CEO of Brand USA. The Global 

Tourism Summit is the evolution of the 

long-running Governor’s Conference 

on Tourism, and will take place at the 

Hilton Lake Las Vegas Nov. 16-17. The 

popular Nevada Marketplace will expand 

this year with a record 10 countries 

represented, including India for the first 

time. This is an opportunity for Nevada 

travel suppliers to meet with international 

buyers – tour operators, receptive 

operators, wholesalers, online travel 

agents, and airlines – for one-on-one 

meetings. Registration for the Governor’s 

Global Tourism Summit is now available at 

governorsconference.org. 

MANDALAY BAY OPENS CONVENTION 

CENTER’S 350,000-SQUARE-FOOT 

EXPANSION 

Mandalay Bay Resort and Casino 

recently opened the Convention Center’s 

350,000-square-foot expansion. Creating 

the most customer-focused convention 

facility in North America, the $70 million 





Rainbow bridge 

Floating Like Butterflies Over 

the Grand Canyon 

The Papillon Group celebrates 50 years of growth into the 

biggest company of its kind 

This year marks the 50 th anniversary for the Papillon Group - the 

world’s largest and longest running helicopter tour company, 

based in Las Vegas. 

Papillon is also the longest running 

“flightseeing” company with up to 3,500 

passengers served daily, narration in 16 

languages and nearly 73 state-of-theart 

helicopters and airplanes, specifically 

designed to reveal panoramic views beyond 

imagination. Family owned and operated, 

its brands include Papillon Grand Canyon 

Helicopters, Grand Canyon Helicopters, 

Grand Canyon Airlines, Scenic Airlines and 

Grand Canyon Coaches. 

Papillon is also one of the few companies 

that fly the entire Grand Canyon, including 

the South and West rims, home to the 

world-famous Skywalk, in addition to Las 

Vegas and the Hoover Dam and Page, Ariz. 

The company’s story began in 1965, 

thanks to the vision of Elling Halvorson. 

At that time, Halvorson owned a construction 

company specializing in remote area, highrisk 

projects with challenging logistics in 

a massive construction project atop the 

9,400-foot Echo Summit in the Sierra 

Nevada Mountains. Halvorson purchased 

his first helicopter, a Bell 47-G3B1, to carry 

workers and light construction materials 

through the treacherous mountain terrain. 

Today, this project remains the largest 

helicopter-supported construction project 

ever completed in the United States. As 

Halvorson and his team flew colleagues 

and clients to work sites within the 

canyon, the majestic scenery was so 

captivating that workers began requesting 

chartered helicopter flights during off 

hours. Halvorson recognized the golden 

opportunity that lay in front of him and 

Papillon was born. The company would 

make history by becoming one of the first 

aerial sightseeing companies in the world 

and the first to fly the Grand Canyon. And 

the rest is history! In January, Halvorsen 

received the esteemed Vertical Flight Hall 

of Fame Award during the 12th Annual 

Living Legends of Aviation Awards. 

In January, 

Halvorsen received 

the esteemed 

Vertical Flight Hall 

of Fame Award 

Meanwhile, Papillon Group's Grand Canyon 

Scenic Airlines is launching its newest 

adventure, flying guests from Las Vegas 

to Bar 10 Ranch at the Grand Canyon's 

Northern rim. Grand Canyon Scenic Airlines 

will be the exclusive provider for roundtrip 

flights. 

Guests board an airplane at Boulder City 

Aerocenter, from where they enjoy a bird’seye 

view of Hoover Dam, Lake Mead 

and the Colorado River—the heart of the 

Grand Canyon. The plane lands at the Bar 

10 Ranch where guests will experience a 

guided ground tour on a Polaris Ranger. 



© Forbo 

ARCHITECTURE 

& EQUIPMENT 

Renovation & Construction: 

The Rolling Wave of Technology 

More than 

ever, (…) an 

in-depth and 

exhaustive 

reflection 

is required 

before any 

construction or 

renovation. 

During a study tour in Asia-Pacific a few 

years ago, we had the opportunity to witness 

what might have seemed implausible. While 

we were visiting a luxury hotel recently 

completed, including delicate decoration 

taking into account every detail, we learned 

that the opening had to be shifted because 

new “heavy” work had to be undertaken. 

The reason? Inappropriate cabling, about 

which the operator was made aware only 

a few days before the opening. The cost of 

this "oversight" or "misapprehension" turned 

out to be very serious, heavily penalising this 

hotel. 

More than ever, because of the evolution of 

the needs and demands of both the guest 

and hotel staff, an in-depth and exhaustive 

reflection is required before any construction 

or renovation. 

An oversight, an error of assessment, poor 

knowledge of technological opportunities 

and their evolution in the short and medium 

term may cause direct and indirect financial 

losses not to mention delays in delivery. 

IT managers and architects can be 

overwhelmed by the sheer number of 

vendors and devices they have to work with 

or monitor. New solutions appear regularly 

on the market, from leading players, or by 

start-ups such as UBIqube… thus the need 

to stay informed. 

This is why we would like to again thank 

Jacques Bolze, Director of Product 

Solutions and Standards Accor, who kindly 

shared with us the analysis, advice and 

solutions that he has retained in this respect 

for the group. 



In The Field - with Jacques Bolze 

The “inside line” on product solutions 

and standards 

part 5 

Technical Renovation 

Never Out On a Wire! 

When room 

renovation time 

comes around, 

hoteliers sometimes 

forget how important 

it is to upgrade the 

technical elements. 

Jacques Bolze, 

Director of Product 

Solutions and 

Standards Accor, 

gives his expert tips 

… 

When renovating a room, the first element to take 

into account is that of ensuring all installations 

meet current norms, especially when it comes 

to electricity. 

The development of wiring depends largely on 

the evolution of guest wants and needs. The key 

requirement in this sense today is that of being 

“ultra connected”. One of our major challenges is 

thus how to offer our clients the kind of bandwidth 

they need in order to connect all their devices. 

Here we have to distinguish everything that 

utilises radio waves, including Wi-Fi and more 

specifically Bluetooth devices. With Wi-Fi, our 

objective is to offer our clients efficient coverage 

with the main issue being the securitisation of 

the networks in such a way that there can be no 

interconnections between rooms. With Bluetooth 

as well, it is essential that the signal cannot be 

picked up from another room. 

Today we have a simplification of low current 

networks. Before, we had Cat 5 cables, with high 

and low current electric cables, installations were 

expensive, and from year to year, it was getting 

increasingly complex. Now, the keywords are 

simplicity and standardisation. In the past, we 

offered a connectivity panel – generally under 

the TV – with all kinds of plugs: jacks, HDMI, 

RG45, RG11 and so on. Cabling all this was a 

nightmare. Then we realised that in the end, the 

guests rarely used it, because they themselves 

would have to carry all kinds of cables, so it was 

a lose-lose situation. 

Today, the trend is to install high-speed 

securitised Wi-Fi; no more “wired” connections, 

and the TV is the “window to the world”. 

Now, the 

keywords 

are simplicity 

and 

standardisation 

In terms of purely electrical installation, we need 

today to simplify traveller’s lives. Of course people 

from different regions have always had different 

standards plugs, however for charging, the 

perfect solution today is USB, which everyone 

can use. So we install a number of USB plugs 

around the room: near the bed-head, behind the 

desk and so on. These need no special cabling 

as they have integrated transformers. 

This results in the fact that we only need install 

high voltage power in the room, and the internet 

is all Wi-Fi. 

The dream is to have such flexibility in the electrical 

installation that if we need to change furniture, or 

even change the lay-out of the furniture, that the 

power outlets can follow. We are thus working 

now on baseboards with movable connectivity 

sockets. UBIqube has already installed systems 

like this in our meeting rooms. The idea is to have 

this kind of flexibility in guest rooms. 

See you again in the next edition 


© Starwood Hotels & Resorts 

Sheraton Adana Hotel, Turkey 

INNOVATIONS 

& TECHNOLOGIES 

Shift from Technician to Business 

Manager and Strategist 

IT is 

changing 

in the hotel 

business and 

investments 

are 

significant if 

one wants to 

stay in line 

with guest 

needs. 

The profession of IT Manager has changed over 

time to propel those who exercised the role 

of technician to a veritable role of manager or 

strategist. The fact they report directly to the 

General Manager is the sign most obvious. 

Their responsibilities are becoming increasingly 

important in general but also at the level of the 

major strategic issues that will determine the 

level of profitability of an establishment and an 

improvement of the customer experience. 

It’s not surprising that the title of a section 

dedicated to technologies may be: Increasing 

Guest Loyalty, Delivering Customised Services 

and optimised Operation. This sums up in a few 

words the weight of the responsibilities of these 

men and women. 

We are infinitely grateful to David Esseryk, Accor 

Group's Vice President Guest Technology, who 

for more than two years has shared with us 

valuable information on specific topics within 

this technological environment – such as today’s 

topic - the converged network. 

We also warmly thank Willem Both, Vice 

President of IT for Starwood Hotels in Asia 

Pacific overseeing the IT operation of nearly 300 

operating hotels in the division, who explains the 

evolution of his profession but also aspects of 

differentiation for Starwood hotels in Asia when 

it comes to innovations & technologies. His 

analysis on more specific expectations of the 

guests in Asia is of particular interest. 

IT is changing in the hotel business and 

investments are significant if one wants to stay 

in line with guest needs. For example, in the last 

five years, Starwood has invested $500 million in 

technology and efforts to personalise the guest 

experience. 

At these financial levels “failure is not an option”, 

and we hope that the exchanges between great 

professionals that allow our SMARTreport will 

facilitate their work of analysis and reflection. 



In The Field - with David Esseryk 

The "inside line" on what's hot 

in hospitality technologies 

part 10 

The Converged Hotel Network 

Increase Guest Loyalty, Deliver 

Customised Services and 

Optimise Operations 

David Esseryk, 

the Accor Group's 

Vice President 

Guest Technology, 

is in charge of 

guest-facing 

technology for all 

brands. 

This edition of 

his regular report 

at how to use a 

converged network 

as a way to 

enhance services 

in an even more 

competence 

market place. 

LATEST TECHNOLOGY 

Guest expectations for hotel services have already 

moved beyond maid, room and valet. Tomorrow’s 

leading hotels will offer more for their guests and 

get more from their properties. More services, 

productivity, guest loyalty—and ultimately, more 

profits. 

Hotels must address a highly competitive 

environment, declining customer loyalty, and guests 

with technology needs that surpass the capabilities 

of many of today’s properties: needs such as 

videoconferencing, integrated messaging, and 

high-speed wireless access throughout the hotel. 

Differentiation is no longer in the décor, but in the 

access a hotel can offer. 

Today’s travellers want to extend their work and home 

capabilities into the travel environment, demanding 

full access to leading technology during their visit. 

A SINGLE NETWORK CAN DELIVER 

Forward-thinking properties have already begun 

building a network infrastructure that offers the 

flexibility and scalability to adapt to the ever-evolving 

guest, staff and property management needs. 

These next-generation infrastructures are based on 

a converged network. They integrate with today’s 

solutions—such as reservation, surveillance and 

billing systems—and support the newest applications 

and technologies. The goal is to take advantage of 

tomorrow’s opportunities while protecting today’s 

existing investments. 

With an IP-based network infrastructure and 

convergence applications, hotels can integrate data, 

voice, video and better tailor them to their needs. 

This converged network is a strategic way for hotels 

to profitably improve the guest experience, increase 

staff productivity, reduce operational expenses 

such as energy costs, and deliver new property 

enhancements. 

The converged 

network is a 

strategic way 

for hotels 

to profitably 

improve 

the guest 

experience 

An IP-based solution should provide: 

• A core infrastructure that supports a secure, flexible 

and scalable network for the long-term 

• Advanced technologies that will increase staff 

productivity and improve the guest experience 

through new services while managing costs 

• A foundation for enhanced applications that can 

generate new revenue streams, improve operations, 

and offer hotels a competitive advantage 

IP NETWORK AS FUNDAMENTAL AS PLUMBING 

AND WIRING IN EVERY HOTEL 

Today’s disparate building management systems 

that control heating, ventilation, and air conditioning 

(HVAC), plus elevators, security and lighting, can 

all be integrated into this converged IP network. 

Wireless solutions can also allow hotels to extend 

the reach of their services and marketing messages 

to common areas and even the outdoors. 

Hotels can thus add services and reduce costs 

by integrating existing communications, security, 

and building automation systems over one secure, 

flexible and scalable network. This is the network 

foundation that will meet today’s needs and support 

future requirements. 

See you again in the next edition 



Innovations & Technologies 

Starwood Delivers Industry Firsts 

on Digital Technology and Innovation 

Keyless check-in technology and robotic staff: IT is changing 

the hotel experience 

As hotel guests around the world expect ever-higher 

levels of technology in their rooms and other areas of 

the hotel, the people responsible for IT take on greater 

responsibilities. Starwood Hotels’ Willem Both explained 

how IT is changing in the hotel business 

Willem Both 

Vice-President of IT, 

Starwood Hotels Asia Pacific 

Willem Both is Vice-President of IT for 

Starwood Hotels in Asia Pacific, overseeing 

the IT operations of its nearly 300 operating 

hotels in the division. He has over 28 years of 

wide-ranging hospitality experience including 

stewarding, kitchens, restaurants, front office and 

IT, throughout Europe, Asia Pacific and the United 

States. 

One of the leading hotel companies in 

the world, Starwood Hotels & Resorts 

has over 1,200 hotels in more than 

100 countries worldwide. Asia Pacific 

continues to be Starwood’s fastest 

growing region where the company 

currently operates more than 300 

hotels in more than 20 countries, with 

another 250 hotels under construction 

across all our 10 brands including St. 

Regis, W Hotels, Luxury Collection, 

Sheraton, Le Meridien, Aloft, Four 

Points by Sheraton, Element and 

Tribute Portfolio. 

Starwood is forging ahead with its 

aggressive growth plan in Asia Pacific 

with recent new hotel openings 

including Element Suzhou Science 

Technology Town which marks the 

debut of Starwood's eco-conscious 

brand in the region; Japan's first 

Luxury Collection hotel, Suiran, a 

Luxury Collection Hotel in Kyoto and 

India's first St. Regis with the opening 

of The St. Regis Mumbai. 

What differentiates your 

establishments in terms of 

innovations and technologies? 

At Starwood, we consider ourselves 

to be an industry innovator and have 

continued to deliver industry firsts 

on digital technology and innovation. 

We believe that digital innovation and 

personalisation allow the company 

to better connect with guests and 

customers. In the last five years, 

Starwood has invested USD 500m in 

technology and efforts to personalise 

our guests’ experience. Recent gamechanging 

efforts include: SPG Keyless 

check-in, the industry’s first mobile, 

keyless check-in, which was launched 

in 2014. 

We are now in the process of rolling 

out SPG Keyless check-in across 

W Hotels, Aloft and Element hotels 

globally. In Asia, guests can already 

use this technology in many of our 

hotels including W Singapore-Sentosa 

Cove, W Taipei, W Hong Kong, Aloft 

Kuala Lumpur Sentral, Aloft Beijing 

Haidian and many more. In 2014, Aloft 

Hotels, the tech-forward, innovation 

hub for millennial-minded travelers, 

also became the first major hotel 

brand to hire a robot for front and 

back of house duties. A.L.O. is the 

hotel brand’s first Botlr and the first 

robotic butler in the hotel industry. 

A.L.O. is currently on assignment at 

the new Aloft South Beach and will 

soon be transferred to Aloft Manhattan 

Downtown in the Financial District. 

What do guests expect in Asia in 

this respect that may be different 

to the rest of the world? 

Guests are expecting a more 

personalised approach to their 


Starwood has the hospitality's industry first robotic butler 

travel. They want a combination of hightech 

and high-touch to enhance their stay 

experience. With the growing presence of 

digital technology and social media, they also 

expect real-time information and interactive 

two-way communication. Many of our guests 

are also tech-savvy and like to share their 

experience with their friends. For example, 

when we launched SPG Keyless check-in at 

W Singapore-Sentosa Cove, we had guests 

booking and checking into our hotels just to 

try out the technology! 

we had guests 

booking and checking 

into our hotels just to try 

out the technology! 

How is your work changing today 

compared to the past? 

The job of IT has steadily progressed over the 

years from a technical support function that 

was not understood but liked for its general 

helpfulness, to a compliance enforcement 

function that may not always have gotten full 

appreciation for the important task it fulfilled, 

to the current business partnership with the 

operational teams. Our IT managers report 

directly to the General Managers in recognition 

of the importance of IT as operations partners. 

Operations teams have realised the value of 

IT in recent years and request our input in the 

many decisions that need to be made. At the 

same time IT threats continue to evolve and 

with that requirements for compliance and 

skill levels. These often exceed what can be 

expected of an IT Manager so more and more 

often IT is not only a business partner but also 

a vendor manager. This shift from technician 

to business manager has made the job 

much more exciting and we are finding nontraditional 

applicants from operations starting 

to be interested in joining the world of IT. 

CONTACT 

Starwood Hotels and Resorts 

Phone: +32 (0)2 207 5000 

www.starwoodhotels.com 



TRAVEL 

& TOURISM 

Halong Bay, Vietnam 

Promised: Delivered 

Cleverdis presents your communication platform 

between destinations and travel professionals 

This section 

(…) aims to be 

a platform of 

communication 

between sellers 

& buyers (…) 

As promised in our last edition of the Hotel & Tourism 

SMARTreport, our Travel & Tourism section is now structured 

as a veritable decision-making tool for tour operators and 

travel agents. 

We are particularly pleased to begin 

this new approach with one of the most 

fascinating and the burgeoning markets: 

Asia Pacific 

You will find in this section: 

• The Trends & Figures related to Asia 

Pacific in order to measure the fundamental 

metrics of this market; 

• An interview with Mario Hardy, CEO 

of PATA, who gave us the honour of 

inaugurating this first topic “In the Field” in 

the Travel & Tourism section; 

• Then a focus on three Destinations: 

China, Vietnam and Cambodia; 

• For this, we warmly thank Nguyen Van 

Tuan, Chairman of VNAT who agreed to 

talk to us about the evolution of tourism in 

his region as well as its key assets. 

As this section, as in other parts of this 

publication, aims to be a platform of 

communication between sellers & buyers, 

we also have the pleasure of presenting the 

testimony of Laurent Künzle, CEO of Asian 

Trails and Edouard George, President 

of the specialist South East Asian travel 

agency, Phoenix Travel Group. 

Finally this topic includes our New Hotel 

Openings section. 



Travel & Tourism 

Destination Asia 

A close-up look at the tourism market 

International tourist arrivals in Asia and the 

Pacific (+5%) increased by 13 million to 

263 million, according to figures published 

by the UNWTO. The best performance 

was recorded in North-East Asia and 

South Asia in terms of arrivals, while 

receipts grew the most in South Asia and 

Oceania. Growth slowed down in South- 

East Asia as compared to previous years. 

Asia-Pacific accounts for 23% of tourist 

arrivals in the world and 30% of turnover 

($US377bn in 2014 – a rise of 4% over the 

previous year. 

In terms of growth, Japan recorded 29% 

growth in 2014, Taiwan +24%, South 

Korea +17%, Hong Kong was up 8%, 

while China was flat (while still being the 

most visited destination (see below). In 

southern Asia, India recorded growth of 

11%, Sri Lanka 20% and the Maldives 7%. 

While overall, Oceania’s growth ran at 6%, 

Australia saw healthy growth of 8%. 

80% of the international visitors to Asia 

come for holiday / leisure and 20% for a 

business purpose. The main holiday types 

are tours (36%) followed by city trips (20%) 

and sun & beach holidays (19%). 

The preferred accommodation type of the 

international visitors in Asia is the hotel 

with a 70% share. From all hotel stays 

65% are spent in the first class category. 

OUTBOUND TRAVEL 

In total Asia counts more than 4bn 

inhabitants, corresponding to 60% of 

world population. IPK reports that in total 

Asians undertook 160m international trips 

(with overnights). Over the last five years 

Asia was the fastest growing outbound 

region worldwide with an average growth 

rate per year of about 10%. 

The biggest Asian outbound travel markets 

are China and Japan (almost 50% of the 

Asian outbound travel comes from these 

two countries) followed by South Korea 

and Taiwan. The fastest growing market 

for outbound trips is China. 

77% of Asian outbound travel goes to 

destinations within Asia, 15% to Europe, 

10% to the Americas and 2% to Africa. 

Travel Destination of International 

Travellers (market share) 

The star of the show is still Myanmar, with 

a massive 51% rise in incoming tourists. 

Other countries of note were Malaysia, 

Indonesia and Cambodia, all with 7% 

growth. Thailand saw a drop of 7% in 

incoming tourists due to unrest in the 

capital Bangkok. 

Malaysia 

7% 

South Korea 

7% 

Japan 

7% 

Other 

30% 

Meanwhile, according to IPK, the average 

spending per visitor in this region is 

1,400 Euro per trip and the mean length 

of stay is about 8 nights. Compared to 

the rest of the world Asian inbound was 

outperforming over the last five years. 

In all, the most visited travel destination 

in Asia is China (including Macao and 

Hong Kong) with a market share of 27%, 

followed by Thailand (14%), Singapore 

(8%), Malaysia, South Korea and Japan 

(7% each). 

Singapore 

8% 

Thailand 

14% 

China 

(Incl Hong Kong 

/ Macau) 

27% 

Source: World Travel Monitor © 2013, IPK International 


In The Field - with Mario Hardy 

The “inside line” on Asia Pacific 

destinations 

ASIA PACIFIC SUCCESS STORY 

The World’s Fastest 

Growing Travel Market 

Driven in part by the 

rapid increase in the 

number of Chinese 

tourists in the region, 

and the area’s allure 

for young travellers 

flocking in for new 

adventures, the 

Asian Pacific region 

is experiencing 

unprecedented 

tourism growth. 

Mario Hardy, CEO 

of the Pacific Asia 

Travel Association 

(PATA), gives us an 

overview. 

It is no secret that the Asia Pacific region is the 

fastest growing tourism market in the world. 

The numbers are staggering and there are no 

signs of a slow down in the foreseeable future. 

There is increasing competition from countries 

like Malaysia, Myanmar and Cambodia. 

Furthermore, there are a growing number 

of travellers that prefer to travel the off the 

beaten path and go beyond traditional tourism 

sites, especially Millennials who prefer to seek 

adventure and explore second and third tier 

destinations. 

KEY TRENDS IN TRAVEL 

TECHNOLOGIES FOR TOS 

Technology is playing an increasingly important 

role in travel and we see it all around us. 

Cloud computing, big data and predictive 

analysis is terminology that we should all become 

familiar with as they are part of the daily life of 

many large travel companies today. It won't be 

long before this technology also becomes more 

accessible to smaller travel businesses. 

The numbers are 

staggering and 

there are no 

signs of a slow 

down 

THE GROWING NUMBER OF CHINESE TOURISTS 

AFFECTS THE WAY HOTELIERS AND OTHER TOURIST 

BUSINESSES WORK 

The number of Chinese travellers is expanding 

at a phenomenal rate. Some industry players 

are celebrating, while other more popular 

destinations attracting vast amount of Chinese 

travellers are also becoming concerned. Are 

destinations well prepared to welcome them? 

Do they understand the expectations of the 

Chinese travellers? Can destinations control the 

flow of Chinese travellers and divert them to less 

crowded places? These are questions that will 

increasingly be in the mind of destinations and 

businesses affected by the vast and fast growth 

of Chinese travellers. 




Navigating the Sales & 

Asian Trails CEO Laurent Künzle gives his “take” on 

Halong Bay, Vietnam Temple, Chiang Mai, Thailand 

With 27 years travel management experience in Asia and himself a 

regular visitor to large international travel shows around the world, 

Laurent Künzle, CEO of Asian Trails, understands the benefits of 

attending these kinds of events and how to leverage from meeting 

customers at shows. We talk to him about this, but moreover, 

about his company’s core philosophy. 

Laurent Künzle 

CEO of Asian Trails 

Laurent Künzle is the CEO of Asian Trails and 

Kuoni Destination Management Asia-Pacific. In 

2007, following the sale of Asian Trails to Kuoni, 

Kuenzle became the Group Managing Director 

based in Bangkok. He is one of the co-founders 

of Asian Trails Ltd, operating in Thailand, 

Cambodia, Vietnam and Myanmar followed by 

Laos, Malaysia and Indonesia. Laurent has been 

living in Asia for almost 27 years. He previously 

worked for Kuoni Travel in Hong Kong, Korea 

and Japan and for Diethelm Travel as Country 

Managing Director for Cambodia and Myanmar. 

Created in 1999, Asian Trails’ founding 

principle is that a Destination Management 

Company (DMC) should include much 

more than just offering standard tourism 

services. Of utmost importance is our 

management team, all leading travel 

professionals with years of experience 

in the region to provide unsurpassed 

experiences in Asia and consequently 

exceed customers’ expectations. 

Asian Trails’ philosophy is that only 

a company that holds on to its 

entrepreneurial style since its birth can 

deliver these exceptional experiences. This 

entrepreneurial empowerment extends to 

all levels of staff – the result being a drive 

to create unique and cost-effective travel 

products and services that are unequalled 

anywhere else in the world. 

What do you look for when visiting a 

travel show like ITB Asia? 

Our primary role is to meet existing 

and potential clients. We brief them 

on current and future destinations and 

product trends, then discuss strategies 

and partnerships. From our own DMC 

business perspective, we look of course 

at destinations and product development 

as well as identifying technology trends. 

Negotiations are usually completed after 

the trade shows once the client decides 

what he wants to do at which destination. 

Supplier negotiations are therefore 

mostly held outside of the trade show 

environment. 

Do you also talk to destination NTOs/ 

regional tourism offices to create new 

products or obtain their marketing 

support? 

Yes we do. Each tourism authority in each 

country in Asia has a different agenda and 

distinctive priorities. However we do work 


Marketing Jungle 

getting the best from a trade show 

hand in hand with them as much as possible. 

We elaborate strategies more on the marketing 

side than on products. We discuss general 

product strategies, destination development 

as well as future infrastructure enhancements. 

All these elements are integrated into our 

country evaluation and can be the foundation 

for the creation of future products. 

So travel shows are one of the most efficient 

ways to meet your customers and 

suppliers… 

Well, some are and… some are not. There are 

too many travel shows and we focus on the 

ones that bring us most benefits. The shows 

at which we decide to be present then are 

turning into an important part of our sales & 

marketing activities. I believe they will continue 

to be essential in the future, since face-to-face 

interaction continues to be an important part 

of our business activities in the traditional tour 

operating and MICE business. 

Do you gain inspiration or new ideas after 

visiting a travel show? 

Yes definitely. First of all, meeting existing 

and potential clients keeps us focused on 

their changing requirements and their future 

strategies to which we have to adapt. It 

works also the opposite way: we talk about 

Art Deco in Bandung, West Java, Indonesia 

Face-to-face 

interaction continues 

to be an important 

part of our business 

activities in the 

traditional tour 

operating and MICE 

business 

destination and product development to 

which our clients may adapt. Source markets 

in particular are developing, changing at 

lightning speed, and trade shows help us 

understand these changes and allow us to 

dig deeper into them with key partners. In 

addition, technology changes and evolution 

are a key focus at trade shows to understand 

where these tools will lead us. Inspiration is 

also gained by looking at new or emerging 

products and the development of destinations. 

ABOUT 

ASIAN TRAILS 

GROUP LTD 

The Asian Trails Group is 

headquartered in Bangkok 

from where it offers destination 

management services in all of 

its eight destinations: Thailand, 

Vietnam, China, Malaysia, 

Myanmar, Indonesia, Cambodia 

and Laos. Since 2007, following 

the sale of Asian Trails to Kuoni, 

the group represents in Asia- 

Pacific all the activities of Kuoni 

Destination Management. 

Asian Trails operates in 

accordance to the regulations, 

set by its major shareholder – the 

Kuoni Travel Group, one of the 

most respected and recognized 

travel brands in the world. With 

over 650 full-time employees in 

33 offices, Asian Trails continues 

to expand its wings in Asia. 

The company is also deeply 

involved in corporate responsibility 

towards Asian local communities. 

Asian Trails’ commitment to 

operate sustainable programs 

creates support and development 

for our host communities. 

Corporate Social Responsibility 

has become an integral part 

of the DMC daily operations, 

whether this is constructing a 

school, supporting libraries, or just 

simply creating a healthy and safe 

environment for communities. 

CONTACT 

Asian Trails Ltd. 

9 th Floor, SG Tower, 

161/1 Soi Mahadlek Luang 3 

Rajdamri Road, Lumpini, 

Pathumwan Bangkok 

10330 Thailand 

Phone: + 66 (0)2 626 2000 ext 2150 

www.asiantrails.travel 

www.asiantrails.org 




Vietnam Opens Up to New Travellers 

Nguyen Van Tuan, Chairman of VNAT, explains Vietnam's new 

favourable visa policy 

As Vietnam continues to attract a broadening pool of visitors, the 

popular south east Asian destination is opening its gates even 

wider by waiving visas for citizens of the UK, France, Germany, 

Italy, Spain and Belarus from July this year. Nguyen Van Tuan 

explains how this strategy will help expand international tourism 

numbers. 

Nguyen 

Van Tuan 

Chairman, VNAT 

Nguyen Van Tuan is the Chairman of 

Vietnam National Administration of 

Tourism (VNAT), a position he has held 

since 2009. He was previously the Mayor 

of Halong City, Quang Ninh Province, and 

Director of the Tourism Department of 

Quang Ninh Province. 

CONTACT 

Vietnam National 

Administration of Tourism 

80 Quan Su Str, Hoan Kiem Dist. 

Hanoi, Vietnam 

Tel: (84-4) 3942 3760 

www.vietnamtourism.gov.vn 

Vietnam is aware that creating favourable 

visa policy conditions is one of the most 

important ways to attract international 

tourists to the country. Vietnam has 

issued unilateral visa exemption 

for citizens of South Korea, Japan, 

Denmark, Norway, Sweden, Finland, 

and Russia, and bilateral visa exemption 

for nine ASEAN countries. The policy of 

visa exemption for citizens from Belarus, 

UK, France, Germany, Italy and Spain 

in July 2015 is part of the government’s 

effort to continue to promote and grow 

international tourism to Vietnam. In 

fact, in July the number of international 

visitor’s arrivals from the five Western 

European markets granted unilateral visa 

exemption increased - as compared to 

the same period last year - as follows: UK 

11.4%, France 4.7%, Germany 10.4%, 

Spain 1.4% and Italy 21.3%. 

International tourism figures are up 

again in the early part of this year. 

What are the overall trends and where 

is most growth coming from? 

In the first half of 2015 the main source 

markets to Vietnam such as Korea, 

Japan, Western Europe and Northern 

Europe showed continuous growth. The 

key reasons for the continued increase 

is Vietnam’s rich tourism resources, 

diversity, originality, as well as the 

perception of a peaceful and friendly 

country. 

In 2014, 

total tourism 

income reached 

about 8.39 billion 

US dollars 

How is transport and accommodation 

infrastructure ramping up to meet 

demand? 

The number of accommodation facilities 

as well as the number of rooms from 3-star 

hotels and above, grew by an average of 

over 10% per year, while the number of 

5-star hotels in particular increased by 

15% per year. Regarding transportation, 

80% of international tourists currently 

arrive in Vietnam by air and more than 50 

international airlines service the country. 

How important do you feel tourism 

is as a tool for development in your 

nation? 

Tourism is an important economic sector 

that is helping to reduce poverty. In 2014, 

total tourism income reached about 8.39 

billion US dollars, accounting for about 

6% of GDP, creating about 2.1 million 

jobs, of which 650,000 were directly 

employed in the tourism sector. 


A New Way to Discover Cambodia 

Running the Angkor Trail - around Cambodia’s historic 7 th 

century Angkor Wat temple 

Adventure seekers now have the chance to combine their next 

sporting challenge with a visit to one of the world’s most historic 

landmarks with the inaugural Ultra Trail d’Angkor in Cambodia. 

We asked Edouard George of the specialist South East Asian travel 

agency, Phoenix Voyages Group, to tell us more. 

Edouard 

George 

CEO,Phoenix Voyages Group 

Edouard joined the hospitality industry in 

1984 with Accor Group. 

In 1991 he was part of the opening team 

of Sofitel’s Metropole Hanoi, Vietnam’s 

first international hotel. 

In 1999 Edouard started a travel inbound 

agency, Phoenix Vietnam. Now Phoenix 

Voyages Group has offices in Vietnam, 

Thailand, Myanmar, Laos, Cambodia, 

South and North Korea, Bhutan and Bali. 

It is the first time an endurance running event 

of this kind has been held in the UNESCO 

World Heritage site at Cambodia’s 7 th 

century Angkor Wat in Siem Reap. There 

will be three separate running courses 

with different levels of difficulty. A 32 km, a 

64 km and the 128 km Ultra Trail. There is 

also a separate 32 km Nordic walking event. 

All the races take place on 23 January, 2016 

when conditions should be good for running 

as it is dry and mild at that time of the year. 

How did the idea come about? 

Our company has organised several events 

with SPDO of France in Asia and the idea 

came out of one of those. We chose 

Cambodia because the site is fantastic and 

we have extremely good relations with the 

government. The event is being supported 

by the Minister of tourism, H E Dr Thong 

Kong and chairman of the National Olympic 

Committee. We hope it will become a yearly 

event for many years to come. 

There will be 

three separate 

running courses 

with different levels 

of difficulty. 

How will it help promote the culture and 

people of Cambodia? 

Cambodia is very much open to tourism 

and any major events are important to help 

promote the country internationally. I am 

sure the runners taking part will also want 

to take the opportunity to visit and discover 

such a wonderfully rich cultural part of 

South East Asia. 

CONTACT 

Phoenix Voyages - SPDO 

16 rue Jean Cocteau 

95350 Saint-Brice-sous-Forêt 

Tel: +33 (0)1 39 94 01 87 

ultratrail@phoenixvoyages.com 

www.ultratrail-angkor.com 

Who was behind the initiative? 

Jean Claude Le Cornec and his team at 

SPDO and Le Tuan Linh from Phoenix 

Voyages have been the masterminds along 

with Edouard Dana of Editions Riva. 

Why should people take part? 

For the uniqueness of the site. But also to 

discover the country of Cambodia and to 

run among its beautiful landscapes. It is also 

the first time the event is being held. We are 

also organising an 8km humanitarian walk 

to help raise funds to help the surrounding 

villages. 

Who is able to take part? 

It is open to anyone and offers different 

types of event like the 32 km Nordic walking 

and short 8 km charity run. 

How can travel agents and tour operators 

become involved? 

We have prepared special packages for tour 

operators and agents who want to send 

participants to the event. They will also be 

able to sell race bibs and additional tours in 

Cambodia. We are a member organisation 

of ISTAA, an international association of 

sports agencies. 




China at Heart of Silk 

Road Push 

Xi’an Initiative moves Silk Road Project one step further ahead 

Tourism ministers from Silk Road 

Economic Belt and Maritime Silk 

Road countries meeting in Xi’an, 

China this summer decided new 

measures to build the brand, 

with the launch of the “Visit the 

Silk Road” campaign. 

demand for travel among the country's 

expanding middle class, challenges to the 

broader economy will mitigate growth to 

some extent. 

hotel chains in China is booming, with more 

and a greater variety of offerings opening in 

the past few years – and with many more 

planned for the future. These developments 

The meeting was jointly hosted by the 

World Tourism Organization, China National 

Tourism Administration and People's 

Government of Shaanxi Province. To unlock 

the tourism market’s potential, ministers at 

the meeting called for more private sector 

participation, a unified marketing plan and 

framework, more airline or high-speed rail 

connections, and, most important, simpler 

visa policies along the Silk Road. 

Li Jinzao, director of CNTA and chairman 

of the meeting, underlined there is still 

some work to do: “Issues regarding 

transportation, visa policies, marketing 

and security have as yet kept the Silk 

Road tourism market from reaching its full 

potential. Not even one-fifth of outbound 

Chinese tourists visited the Silk Road.” 

CHINA INCREASINGLY IMPORTANT 

AS A TOURISM DESTINATION 

As all Silk Roads tend to lead to China, it’s 

important to note that the nation’s position 

as a force in global travel and tourism 

has been on the rise in recent years, and 

in 2012, the country surpassed Japan to 

become the largest market in Asia. 

China's total travel market will continue its 

double-digit growth for the next several 

years, and online travel bookings will climb 

past the US$30 billion mark by 2015. Yet 

despite the continued growth and strong 

WESTERN HOTEL GROUPS 

RAMP-UP PRESENCE 

The Wyndham Hotel Group hit a major 

milestone in September, 2015, as it became 

the first global hospitality company to open 

1,000 hotels in Greater China. The latest 

three hotels – the Wyndham Urumqi North, 

the Wyndham Qingdao, and the Ramada 

Plaza Changsha South – tipped the group 

into the quadruple digits for Chinese 

properties and solidified the hotel operator’s 

commitment to growth throughout China. 

Wyndham is not the only hotel giant with 

interest in China: InterContinental Hotels 

Group has 241 hotels open in the area, 

with 205 in the pipeline, and Starwood 

Hotels and Resorts has 150, with 160 in the 

works. Marriott, Hilton, and Hyatt are also 

deeply invested. The number of US-based 

Wyndham Grand Qingdao 

are good news for travellers to China, as the 

options for leisure and business travellers 

alike are plentiful. 

Issues regarding 

transportation, visa 

policies, marketing 

and security have as 

yet kept the Silk Road 

tourism market from 

reaching its full potential 


SEPTEMBER - DECEMBER 2015 

Hotel Opening 

Calendar 

This industry is like a vast game of chess 

where survival and development always 

passes by thinking at least "one move 

ahead”. So we decided to help our readers, 

especially TOs & TAs, by launching a Hotel 

Opening Calendar, enabling you to be 

among the first to integrate these brand 

new properties in your offerings. 

SEPTEMBER 2015 

Sheraton Harbin 

Xiangfang Hotel 

Harbin, China 

The Sheraton Harbin Xiangfang Hotel 

invites you to stay in comfort and style 

in our convenient location in the capital 

of Heilongjiang Province. Corporate 

offices, retail shops, a movie theater, a 

department store, and a nightclub are 

just steps away, and Harbin Taiping 

International Airport (HRB) can be 

reached by car in 45 minutes. China’s 

“Ice City” is known for its month-long 

Harbin International Ice and Snow 

Festival, as well as its Russian and other 

international influences. 

DECEMBER 2015 

The St. Regis 

Macao Cotai 

Central 

Macao, China 

Continually committed to excellence, 

The St. Regis Macao, Cotai Central 

is prepared to host varied prestigious 

events in Macao by providing the 

finest facilities, the most advanced 

technologies, and highest level of 

service. 

Their expertly-trained team of 

professionals will create extraordinary 

events and indelible memories for every 

gathering. 

Many thanks to the PR staff and agents 

of the large international chains who have 

helped us to compile this list. Hotel friends, 

please feel free to contact us for this topic, 

which will now be a permanent fixture in 

our SMARTreport. 

DECEMBER NOVEMBER OCTOBER 

SEPTEMBER 

SHERATON HARBIN 

XIANGFANG HOTEL 

HARBIN, CHINA 

RENAISSANCE LUCKNOW HOTEL 

LUCKNOW, INDIA 

COURTYARD ZHENGZHOU EAST 

ZHENGZHOU HENAN, CHINA 

HOLIFAY INN AKTAU 

AKTAU, KAZAKHSTAN 

CROWNE PLAZA BORJOMI 

BORJOMI, GEORGIA 

YIWU MARRIOTT HOTEL 

YIWU, CHINA 

SHERATON JAKARTA GANDARIA 

CITY HOTEL 

JAKARTA, INDONESIA 

LE MÉRIDIEN PARO, RIVERFRONT 

PARO, BHUTAN 

THE ST. REGIS LANGKAWI 

PULAU LANGKAWI, MALAYSIA 

HILTON URUMQI 

URUMQI,CHINA 

FOUR POINT 

BY SHERATON SURABAYA 

SURABAYA, JAVA ORIENTAL, INDONESIA 

THE WESTIN TASHEE RESORT 

TAOYUAN, TAIWAN 

ALOFT TAIPEI ZHONGSHAN 

TAIPEI, TAIWAN 

HILTON CHENGDU 

CHENGDU, CHINA 

THE ST. REGIS KUALA LUMPUR 

KUALA LUMPUR, MALAYSIA 

HILTON WUHAN RIVERSIDE 

WUHAN, CHINA 

LE MERIDIEN PUTRAJAYA 

PUTRAJAYA, MALAYSIA 

WELL HOTEL BANGKOK 

SUKHUMVIT 20 

BANGKOK, THAILAND 

THE ST. REGIS MACAO 

COTAI CENTRAL 

MACAO, CHINA 

ADVERTISING CONTACT: jeanfrancois.pieri@cleverdis.com 

SHERATON ISTANBUL 

ATASEHIR HOTEL 

ISTANBUL, TURKEY

Hotel & Tourism SMARTreport #27

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?