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Saturday, December 19, 2009

CHM Hotels sees larger contribution from MICE

CHM Hotels Sdn Bhd expects the meeting, incentive, conventions, and exhibitions (MICE), and the corporate markets to generate 70% of the collective annual revenue of the hotels under its management in the country in 2010.

Datuk Eric Lim ... ‘The MICE and corporate market generated about 60% of our collective revenue of our hotels in the country.’

CHM’s managing director Datuk Eric Lim told StarBizWeek that the CHM chain of hotels has to date secured 10% to 15% more bookings from the MICE and corporate segment for 2010 compared to 2009.

“For this year, the MICE and corporate market generated about 60% of our collective revenue of our hotels in the country,” he says.

Lim said between 2008 and 2009 some of the hotels under CHM spent RM108mil on renovations and upgrading, which helped boost bookings from the MICE and corporate market.

MiCasa All Suite Hotel in Kuala Lumpur, for example, reopened on Dec 9 after spending RM85mil on renovation works. The Boulevard Hotel in Kuala Lumpur and the Cititel Hotel in Penang also spent RM5mil and RM8mil respectively on upgrading works.

“We have also embarked on a cross-promotional programme with Pangkor Island Beach Resort, another CHM managed hotel, to market George Town’s heritage status and Pangkor Island beaches.

“This strategy has also helped to increase bookings from the MICE and corporate segment,” Lim says.

On the forthcoming RM100mil Cititel Express in Penang, Lim says construction work for the four star 28-storey hotel should start in the first quarter.

“The plan is for Cititel Express in Penang to have over 500 rooms, scheduled for completion in the second quarter of 2012,” he says.

CHM presently manages The Gardens Hotel & Residences, Kuala Lumpur, The Boulevard Hotel, Kuala Lumpur, Pangkor Island Beach Resort, Cititel Penang, Cititel Mid Valley, Kuala Lumpur, Cititel Espress Kuala Lumpur, Cititel Express Kota Kinabalu, and MiCasa All Suite Hotel, Kuala Lumpur.

By The Star (by David Tan)

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