Italy - an emerging market for Mutiara Hotels & Resorts

Malaysia's Mutiara Hotels & Resorts has started the year by aggressively targeting new markets for their properties. The Group had a very successful visit to the Asian Travel Forum (ATF) recently held in Phnom Penh, Cambodia with sales staff who attended this travel mart returning with renewed optimism despite the current global uncertainty.

Mr. Halim Merican, General Manager, Yield and Revenue Management with PERNAS Hotel Management (PHM), the managers of Malaysia's Mutiara Hotels & Resorts, is optimistic about the Group being able to increase new arrivals into Malaysia.

On the eve of his departure for the Borsa Internzionale del Torismo (BIT) to be held in Milan, Italy, Mr. Halim commented: 'Perhaps it is during these uncertain times that hotels and resorts should be tapping new markets to bolster arrivals from the traditional markets.'

He added: 'Italy is seen as an important emerging market for the Mutiara Hotels & Resorts and as all the leading Italian buyers will be in Milan it is important for us to be represented to introduce ourselves to the market and to keep them informed of the new developments that are occurring within the Group.'

'We shall be reinforcing with the industry attending BIF that Malaysia is an excellent travel destination, that it offers many attractions, as well as activities and hotels that are packaged at very competitive prices,' he said.

Mr. Halim mentioned that it was important for Mutiara Hotels & Resorts to introduce the Mutiara brand name to the Italian market who are more used to international brands. He added that while representing the Mutiara Group, he was also an ambassador for the country and that it was important to raise the nation's profile in Italy where it is not as high as some of the competing  destinations.

He added: 'There are advantages and disadvantages in this though. The advantage is that if the nation, hotels and resorts are not well known, we are seen as offering a new and exciting destination that is completely out of the ordinary.'

'Our research suggests that the Italian market is particularly interested in ecotourism but that they like to combine this with other qualities like shopping, beaches and of course, food. The Italians are just as passionate about their food as we Malaysians,' said Mr. Halim.

He continued, 'While Mutiara has six properties that provide a very comprehensive exposure to the nation's best travel destinations, we think our properties in Taman Negara, Kuala Lumpur, Langkawi and Penang, specifically appeal to the Italian traveller.'

Mr. Halim mentioned that the hotel and resort group has many affordable packages that will appeal to the Italian market. He concluded that: 'Foreign travel marts are important for the Mutiara Group especially in emerging markets that are already showing healthy arrivals. Malaysia Airlines (MAS) has created an opportunity for us with three weekly flights from Rome so it is now up to us to aggressively encourage the Italian travel trade buyers that Malaysia is the place for Italian travellers to spend their holidays.'