Hong Kong's Genting Dream looks to event planners for new business

Genting Cruise Lines VP Christine Li discusses new partnerships and plans to boost MICE business in 2022.

C’est La Sea aboard Genting Dream will run parallel to Hong Kong's Wine & Dine Festival in November on land.
C’est La Sea aboard Genting Dream will run parallel to Hong Kong's Wine & Dine Festival in November on land.

Hong Kong's Wine & Dine Festival returns next month, and Genting Cruise Lines has partnered with event organisers to bring this "foodie, bar-hopping environment" to its corporate passengers on the high seas.

Happening from 3-28 November aboard Genting Dream, C’est La Sea will feature a series of wine and whisky tastings, workshops, custom cocktails and Mediterranean-style al fresco tapas on its Bar City deck, Zouk Beach Club, and in its specialty cellars.

“Eating and drinking is a key experience of cruising. We have the venues for them and we’re not utilising them the way we could. Now’s the time to maximise them,” says Christine Li, senior vice president and head of marketing and communications for Genting Cruise Lines.

“We want to create an immersive experience that complements the current Wine & Dine event in the city rather than differentiates from it.

“Our clientele is getting younger, and we welcome that, but for this new demographic we want to create that foodie, bar-hopping environment on board," adds Li.

Since launching its Staycation at Sea programme in July, Hong Kong-based Genting Dream has welcomed some 55,000 passengers and hosted special events including a Japanese festival and Oktoberfest.

Genting Cruise Lines' Christine Li has plans to "position the [Genting Dream] as an entertainment city at sea".
Genting Cruise Lines' Christine Li has plans to "position the [Genting Dream] as an entertainment city at sea".

Heading into 2022, Genting plans to exploit Genting Dream’s other facilities, particularly for health and wellness events, as well as its Zodiac theatre for more entertainment collaborations.

“We want to position the ship as an entertainment city at sea. We’d love some concerts. Health and wellness is another aspect we’re exploring. We have a fantastic spa and I think we’d be able to provide a great product.”

While FIT demand is strong and the Genting Dream has a full slate for the coming months (Nordic Christmas and Lunar New Year programmes are on tap), Li states the operator is actively exploring ways to boost the MICE business that is currently trickling back in.

Group size restrictions in Hong Kong are compelling Genting to target SMEs for the immediate future, as well as private groups and, potentially, weddings.

“MICE made up a big portion of our operations, but we haven’t seen any groups as big as in the past, when groups of 1,000 would charter the entire ship,” admits Li.

“MICE is returning, but most corporate groups right now are between 40 and 200. We’re looking to promote the MICE business for Hong Kong’s low seasons, like January, when there are no school holidays.”

As well, Li hopes there’s room for corporate partnerships with Hong Kong carrier Cathay Pacific — just like how Singapore Airlines Group's (SIA) lifestyle membership programme, KrisFlyer chartered Dream Cruises’ World Dream for a two-night November cruise experience exclusively for its members.



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