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Untitled-3 1 2/6/16 9:18 pm CHINA Asia Outdoor Tradeshow Nanjing, China | June 2016 JAPAN 3D & Virtual Reality Expo Tokyo, Japan | June 2016 HONG kONG MICE Travel Expo Wan Chai, Hong Kong | June 2016 MAlAySIA Sustainable Development Conference Kuching, Malaysia | July 2016 SINGAPORE Singapore MICE Forum Biz Events Asia is the official Strategic Media Partner of SMF 2016 Singapore | July 28-29, 2016 COVER STORY Paris charms as a luxury travel destination 20 Editorial advisory Janet Tan-Collis Damion Breust Selina Chavry Daniel Chua Andrew Chan board mEmbErs President | SACEOS Head of Corporate Global Managing Director Managing Director CEO | ACI HR Solutions CEO | East West Relations Asia Pacific Pacific World AONIA MICE Planners Barclays 4 JUNE-JULY 2016 #TheLuxuryEdition THe Luxury ediTion Biz evenTs asia uncovers Luxury from Legacy To modernisaTion Three Tier Pool, amankila 28 JUNE-JULY 2016 TimeLess Luxury THe journey of Luxury TraveL and LifesTyLe requires THe resPecT and undersTanding of iTs Legacy Words: eL Kwang & ricHard BaKer Luxury as a well-travelled attitude and its legacy even if an organisation masters its own staff, dates as far back as the roman times. whether there are still communicative responses being it is travel, events or labels, to experience luxury created outside departmental walls, 24/7, that well, one should respect the art of luxury and affect a brand. a classic example will be user- understand the key messages and appreciate the driven feedback social media platforms where talent behind luxury. consumers are given the green light to share their feedback openly regardless of their level of modernisation, coupled with innovation and credibility. technology, has transformed timeless luxury into modern luxury and triggers off memories There are many reasons to invest in brand of excellence in those with a keen eye for strategy from a business perspective. The fine designs. Powerful brands deliver that most basic forms of brand communication are association, attract loyalty and establish a necessary for presenting your company in a deeper respect for luxury legacy. variety of situations from managing complaints to event execution. it should be a priority from modern luxury according to james and Tamara the very beginning and if it is a premium luxury Lohan of renowned luxury travel experience brand, the intricate nature by definition should services, mr & mrs smith, is “not about formal, be deeply rooted and connected to the very stuffy and luxury environment of days gone by; core of its existence. The legacy and story of we look at the personality and character of the each masterpiece needs to be continuously interior design and how friendly the service re-enforced, so in spite of trends, fashion and is. we want to find places that offer a unique global economies changing and developing, experience and a personal touch.” The Lohan’s the word and very meaning of the term luxury knowledge on modern luxury and trends are becomes harder to manage as it becomes featured in the #Knowledge section on page ingrained into our everyday lives. guest editor, 66-67. fay-Linn yeoh highlights the importance of brand management in a competitive world on Brand & dEsign discipLinE page 38 of this article. Today, everyone understands the power of a strong visual identity, a powerful brand or logo despite the trials and tribulations of the asset of a company. some adopt clever taglines business world, luxury can still capture one’s and catch-phrases, or emotional appeals that attention through its emotional appeal and all too often become subsumed under some enduring presence. a good art piece or a other value systems. in today’s decentralised, good design will still stand out and withstand tweeting, on demand and instant gratification critical scrutiny because it carries on years culture, achieving visual coherence can be tough. of craftsmanship and attention to details; a testament to the back breaking blood, sweat and applications and processes are required in tears of collaboration between the apprentice true branding work (an e-newsletter has more and the master. a good design captures the different requirements and opportunities than perfect yet challenging relationship between the a tangible brochure); people far outside any past and the present. we bring you a real-life marketing department have the tools to create experience when we interview the owner of the communication opportunities (and do); and newly opened st. regis Kuala Lumpur, carmen chua on page 36 of this article. 29 JUNE-JULY 2016 #TheLuxuryEdition Guest Editor Richard Baker explains his principle on luxury design A career as a hotel expert allows me to be responsible and accountable. We take responsibility for our chosen careers and mine is no different. By affording myself early on the opportunity to travel and to be immersed in cultural awareness, I exemplified in the field of Furniture, Fixtures and Equipment (FF&E) and sourcing, by selecting the world’s finest fabrics, silks and woven materials. Through years of travel I have learnt how to respect heritage and the cultural integrity originated from a deep and grounded level. To understand the processes and the time-honoured traditions of application, the ability to create is to strive and to lead in performance excellence, though always watched over by a careful eye. To me, this “Luxury to me is time. Time careful eye is the quintessential element of what it means to have timeless luxury, and I say luxury is indeed looking for me to fully interpret yet safeguard its deep-rooted to allow me to experience connection. Timeless luxury is “always watched over by a careful eye”. places, time to take in a destination, and time to spend Sometimes the difference between a good trip and an amazing one comes down to one thing: the hotel. Nothing stirs up as much debate in the Scope Identity Office as time with loved ones.” the places we are most passionate about and most likely to recommend to others. As specialists in advising and consulting with hotel owners, our expertise has witnessed it Fay-linn yeoh all. At the glimpse of an eye whilst inhaling my first breath I can sense the emotion and Guest Editor of Biz Events Asia and the integrity of the space while comprehending and reading the relationship between Director, Brand Management Asia Pacific history and heritage – what belongs and what doesn’t. I have learnt that there are no St Regis, The Luxury Collection right and wrong answers. However, there are fundamental principles that must be Food & Beverage Marketing, followed and executed to achieve unparalleled experiences. Starwood Hotels and Resorts My own discipline and relationship with design relates to the “less is more” Bauhaus Movement from 1919-1933 and is inspired by the unity of form and function, and the very idea that design is in service of the community; a belief in the perfection and efficiency of rudimentary design with maximum spatial logic. Design for me is a confident process: invest in what you adore, and be accountable for your own design principles, but always watch over the process with a careful and masterful eye. 30 JUNE-JULY 2016 of cHoice and THe uLTimaTe Luxury in care LifesTyLe and TraveL is The desire to have the freedom to “switch Having cHoices wiTHouT off” is priceless. so much so, city dwellers are “investing” in it, financially and negLecTing duTy of care. spiritually. Luxury to anna nash, director Words: eL Kwang & gina sin of Public relations for aman resorts is “intangible and a personal choice in finding one’s escape, moment and peace.” it is also the want to have a personal choice that brought on the “bleisure” travel trend where employees are extending their work trips into personal days at a destination for in-depth exploration and experience. The introduction of popular website airbnb encourages travellers to have local experiences by staying and exploring in less touristy neighbourhoods while staying in a home away from home environment. Bertrand saillets, general manager of fcm Travel solutions singapore explained to Biz events asia that the company has relaunched Travel club due to the increase in “bleisure” travellers. Travel swimming Pool, amanpulo club is a membership-based service where customers can create their holiday experiences with the assistance of fcm Travel solutions’ passionate travel consultants. The club promises fast responses (within 24 hours) and value for money themed experiences like city breaks, bleisure, beach escapes, active and wellness holidays off the beaten track. el Kwang of Biz events asia experienced airbnb for the first time when visiting frankfurt and Paris. although the cost of accommodation is one third of hotels within the same vicinity, there are certainly some factors that may not be appealing to time-poor travellers especially for business travellers: • coordination. more time needed to coordinate with the hosts for logistics like picking up of keys, apartment orientation. early or late flight arrivals will be a challenge. • immediate assistance. if one needs assistance, it is much faster getting help when staying at hotels. • accessibility. some apartments do not come with lifts. so, prepare to sweat it out if one is a heavy traveller lugging it up an apartment on level 5. getting a taxi may be a challenge if one Picnic grove, amanpulo 31 JUNE-JULY 2016 #TheLuxuryEdition does not know how to book taxis in a foreign language or use uber services. • sense of security. especially when returning late and if one is not familiar with the location. • reliability. only get a real sense of it on arrival unlike a hotel with strong brand standards. some travellers experienced last minute cancellation by the host and the whole booking and sourcing process begins again.