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Innovating the service

Interview with Vincent Zhou, Director of Business Development at DoubleTree by Hilton Beijing

How important is the MICE concept for DoubleTree by Hilton Beijing? Any highlights or achievements in this area?

MICE is one of the important business areas at DoubleTree by Hilton Beijing, being a typical business and MICE hotel. Widening our hotel’s MICE market can improve the business on food& beverage and rooms. On the other hand, we can also promote the hotel’s reputation by providing our excellent and considerate services for business guests in a short period. Therefore, our hotel very much concentrates on the MICE market. It has already been over six years since DoubleTree by Hilton Beijing opened in 2008. During all these years, our hotel has gained many outstanding achievements. We hosted the reception of 2008 Olympic Organizing Committee, and other famous MICE activities of different industries, such as automobiles, finance, pharmaceuticals and IT.  And our hotel has won awards such as Best MICE Hotel, Best Garden Mice Hotel and Best Business Hotel several times.

 

Could you elaborate on your innovative MICE service, the “Priority Access” card? What do your guests say about it?

DoubleTree by Hilton Beijing takes pride on our CAREing culture-“Where the little things mean everything”.The “Priority Access” card is specially created to satisfy our guests’ needs. Through the services our sales and event team members provide to guests, and the communication between the guest and myself, we created the “Priority Access” card as a unique service. It’s true that this service has made our work much better. When conference organizers have this “Priority Access”card, they can enjoy many free benefits, such as printing services, breakfast buffet, room upgrade, late check out and bottomless coffee or soft drink with one plus guest. After three months of practical application, “Priority Access” card has gained high evaluations from our guests. Now the guests are willing to take and use the “Priority Access” card proactively, because they enjoy all the great benefits which make their work easier and more efficient.

 

Are there any MICE promotion campaigns or special offers ongoing recently?

Currently, DoubleTree by Hilton Beijing is carrying out a “Book More Get More” promotion. When booking events in our hotel, if the total expense reaches or is over RMB38,000, the guest will receive multiple benefits, including discount, free room, free value card and double points, etc.  Another unique promotion is the “Priority Access” card that we have recently launched. In addition to the promotions mentioned above, our hotel has no other special offers and discounts to attract guests.  In order to guarantee and drive our MICE market, we pay more attention on improving our service quality and establishing guest loyalty.

 

Being situated in Beijing, one of the most competitive MICE hubs, what unique advantage or market approach does your hotel have to maintain guest loyalty?

In Beijing, a city with severe competition, it is not easy for a hotel to stay invincible in the local MICE market. DoubleTree by Hilton Beijing is attracting guests from different angles and aspects to maintain their loyalty. We are trying to ensure our MICE market from two major directions.The first aspect is software, which refers to our service and product. Our hotel emphasizes the training and guiding of professional and communicative skills to the staffs. While providing professional service for guests, our staffs communicate with their hearts to deliver DoubleTree’s CAREing service to guests, and they also pay particular attention to details like guests’ inner and potential demands for perfectly providing the service that our guests really need.The second aspect is hardware, in other words the facilities and environment. Our hotel’s hardware condition is superior and distinctive. 5,000 square meters’ meeting space includes 11 meeting rooms with various sizes and an outdoor garden. 600 square meters’ grand ballroom is suitable for all kinds of meetings and activities. And the LED displaying has been newly equipped recently. 3,000 square meters’outdoor garden, with contemporary art sculptures that specially placed this year, is a rare natural oasis in this city, and it is a perfect choice for all kinds of events and parties. Furthermore, our creative catering team can provide delicate and delicious coffee breaks, which will surprise the guests by providing an enjoyable experience.

 

As a well-developed MICE destination, what other trends can you see from the local market? Any specific plans in the near future?

Along with the sustainable growth of the national economy, China's international status is rising gradually as well. Meanwhile, Beijing, as the capital of China, will provide more and more opportunities. We have strong confidence in Beijing’s MICE market. But challenges and opportunities always coexist. The constant openings of new hotels have made competition become increasingly fierce, and the demands of guests from all over the world are also continuously rising. With its advantageous location, DoubleTree by Hilton is injecting personalized service and local characteristics while passing on the brand culture. And we will constantly focus on the cultivating and developing of the MICE market in the automobile, finance, pharmaceutical and IT industries.