London is back on the map for Asian groups from India and China. Photo Credit: Shangri-La The Shard, London
London is increasingly being seen as a top choice for Asian
businesses when hosting events, especially for groups coming from India
and China. This is according to Tracy Halliwell, director of tourism,
conventions & major events at London & Partners, London's
business growth and destination agency.
“With easier visas and direct flights resuming, London is back on the
map,” said Halliwell. The city is already home to a number of
Asian-owned hotels. For example, the opening of The Peninsula Hotel by
The Hongkong and Shanghai Hotels was a great endorsement for our city.
Looking ahead, we're excited about the second Mandarin Oriental from
China opening in Mayfair this year.”
Dragon Trail’s September 2023 Chinese Traveler Sentiment Report also
hinted at London’s appeal, revealing that Europe remains by far the most
coveted region for long-haul tourism from China, with the UK featuring
in the top 10 of outbound destinations Chinese travellers planned to
visit in 2023.
The Peninsula London opened in September 2023.ESG comes to the fore
The Peninsula London opened last September and Jason Kitt, director
of group and events at the property, says the venue has witnessed a
growing interest in bookings from Asia, notably enquiries from
corporates in Singapore and China, while also attracting more interest
from Hong Kong governmental and luxury industries. Japan also presents a
thriving potential market.
“There's an increase in incentives and meetings and notably, there's a
trend towards events designed with ESG (environmental, social, and
corporate governance) principles in mind, focusing on sustainability,
diversity, equity, and inclusion, as well as health and wellness,” he
said.
Events at The Peninsula often blend in-person experiences with
digital elements, emphasising the importance of content, tailored
experiences, and integrated spaces with technology.
“Groups are expressing preferences for quality space and service, showing a willingness to commit budgets,” added Kitt.
Other trends include shorter lead times, flexibility in bookings and
contracts, and an influx of new hotel categories that emphasise
freshness, excitement and experiential elements.
“The outlook for groups and events is optimistic, with rising budgets
and a growing international focus, all underlined by a desire for
authenticity,” he said.
Tailored experiences
Shangri-La The Shard, London also said interest from MICE groups -
particularly those in China and Singapore, has been on the rise and
continues to grow.
“Specific demand may vary from group to group, but we are seeing that
major cities, especially capitals like London, often attract interest
from Asian countries due to their cultural and historical significance,
along with the fact that they are often at the centrepoint of a
country's financial economy,” said Lulu Jenks, assistant director of
sales.
She added that high net worth individuals from Asia, including China,
have been contributing to the rise in bookings. Flexibility in
catering, such as providing Chinese breakfasts and tea sets, can also
enhance the overall experience for visitors.
“We often see that those looking for exclusive experiences are
interested in fine dining options and access to local attractions,
helping to balance work and leisure on trips,” she said.
Five-star The Londoner said that at its pre-pandemic peak, the
Chinese market was its second strongest within APAC and within its top
10 international source markets. While the hotel has not yet seen the
full return of travel from the APAC region, it has noticed a positive
trend in interest and bookings from the Australian market.
The Londoner is part of the Edwardian Hotels London.“While we haven't observed a significant rise in interest or bookings
from Asia into London at the moment, it's essential to note that the
travel landscape is continually evolving,” said Hasnain Alloo,
commercial director at Edwardian Hotels London, which owns and operates
the hotel. “The global situation is dynamic, and factors such as
international travel restrictions and changing consumer preferences can
influence travel patterns. The Londoner is on Leicester Square, an area
in London very popular with travellers from China. We are amplifying our
marketing and customer engagement via social media and popular tools
such as WeChat to feed into this market.”