Hard Rock brand catches strong MICE in Asia

Hotel and entertainment name “passé” in Europe, loved in Asia

Growing MICE business and room occupancies are the trend at Hard Rock Hotels in Asia, thanks to renovations and product enhancement undertaken over the last three years. While Hard Rock is “passé” in Europe, Asians love the brand.
At the Hard Rock Hotel Bali, MICE business is 25-30% of its overall business, while similarly branded properties in Pattaya and Penang posted 20-25% each. And the percentage is increasing, says Michael Chua, vice president sales and marketing of HPL Hotels & Resorts, which operates the three properties.
The hotels’ “fun” meeting and events facilities are a big hit among MICE clients, many of whom come from Singapore, Malaysia, Thailand and India.
The new facilities, including the kids club Lil Rock and the self-contained Tabu club for teenagers, cater to family-oriented Asians who may bring their families to meetings and conferences.
TTG Asia
[photo courtesy Hard Rock Hotel Bali]

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