Guam Takes Aim At Mainland Meetings Market
<FONT SIZE="+3"><B>Guam Takes Aim At Mainland Meetings Market</B>
By Maria Lenhart
Although Guam is a U.S. territory, the western Pacific island is far better known as a meetings destination in Japan, Korea and Taiwan. That could change, however, as Continental Micronesia Airlines and tourism organizations mount an awareness campaign aimed at attracting groups from this side of the Pacific.
Spearheading this effort is Continental Micronesia, sister company of Continental Airlines, which launched a sales and marketing pitch to U.S. corporate meeting and incentive planners last fall.
Guam, along with other Micronesian islands such as Saipan and Palau, holds untapped potential both as incentive destinations and neutral meeting sites for U.S. and Asian business interests, according to Rick Thom, Continental Micronesia's director of sales for North America. "For incentives, Micronesia is a wonderful, unspoiled destination-one of those 'trip of a lifetime' kind of experiences," he said. "Guam in particular is ideally situated for mid-Pacific meetings, with five-star resorts and good connections from both Asia and the U.S."
Most Developed Infrastructure
Along with a direct sales campaign and attendance at industry trade shows such as the Incentive Travel & Meeting Executives show, Continental Micronesia recently sponsored a fam trip to Guam and Palau for meeting and incentive planners and plans to offer others. In the past two years, the Guam Visitors Bureau also has taken a more proactive approach in the U.S. market, opening a sales office in California and launching advertising campaigns in both consumer and trade publications.
Of all the Micronesian islands, Guam has the most developed infrastructure for groups, including deluxe resort hotels such as the Guam Hilton and the Hyatt Regency Guam; the island's recreational amenities include eight golf courses, duty-free shopping, beaches, water sports and tennis. As a U.S. territory, it also offers tax breaks for meetings plus such conveniences as U.S. currency and no passport requirements.
Guam also offers venues for special events, including the year-old Chamoru Village, a marketplace-like attraction that showcases the island's culture with craft demonstrations and local foods. Another option is Sandcastle Entertainment Complex, which offers a dinner showroom theater and a multilevel nightclub.
Challenges Ahead
Guam's major stumbling block for hosting group travel from the United States is distance. Located 6,500 miles west of the mainland, Guam is a 12- hour trip from Los Angeles via Honolulu. The only carrier providing service from the United States is Continental Micronesia, offering daily DC-10 service to Guam from Honolulu, with departures connecting with Continental flights from the mainland. Fares average about $1,000 from Los Angeles, including free stopovers in Honolulu.
Michael Capp, director of group sales for the 700-room Guam Hilton-which recently implemented a direct mail campaign to 1,000 U.S. meeting and incentive planners-acknowledges that Guam faces major challenges in drawing group business from the United States.
"The fact that we're seven hours further than Hawaii is a problem, and so is the fact that a lot of people don't even know that we're part of the U.S.," he said.
However, Capp does see potential in the mid-Pacific meetings concept.
"Guam is much closer than going all the way to Southeast Asia, and it offers a tax advantage that you won't find there," Capp said.
Convention business is another promising market for Guam, with Avon, Nabisco, R. J. Reynolds and Rotary International among the large groups who have recently met in Guam, using several hotels.
Located 800 miles southwest of Guam, the Republic of Palau is another Micronesian destination seeking group business, particularly small incentive programs.
Continental Micronesia serves Palau 13 times a week from Guam, a 90-minute flight using B727 aircraft.