COVER STORYThe Key to Success06

August 2011

Under the shadow of a behemoth corporate empire that is the Berjaya Group, with businesses sprawled across such diverse sectors as gaming, automobiles and telecommunication, for any division to stand out and be counted is definitely a tough call.

How do you increase your visibility in the highly competitive hospitality industry, or produce and retain much-needed talent, and provide the best possible services to satisfy ever-demanding guests and business travellers?

Yet, these are exactly the kind of challenges that Berjaya Hotels and Resorts (BHR) Corporate Director for Marketing and Communications, Abel Nelson Nang, relishes.

His appointment to this role facilitated the streamlining of BHR’s Marketing and Communications Departments and, as a result, the prominence of Berjaya’s hospitality wing has been much more visible over the past two years.

Still, he said there are challenges. According to Abel, the first issue to tackle, if one is to excel, is to get the right people to form a winning team. While the hospitality industry is seen as unrewarding and offering low pay, he said this perception was now changing.

“Over time however, as more people begin to change their perception of the hospitality industry, attracting new talent is becoming easier as many young people now see having a stint

in the industry could be a rewarding experience.”

MICE is the AnswerTo stand out in a fiercely competitive industry, looking for a niche is crucial. So what is the core strength of the Berjaya hospitality group? In a word, MICE or Meeting, Incentive, Conference and Exhibition to give this segment its full name.

Synonymous with everything under the Berjaya brand, the properties under the hospitality wing of the group have one of the most extensive and well-equipped MICE facilities in the country, including some of the largest ballrooms and meeting rooms (see the accompanying story on pages 10-11).

MICE is a growing segment. Reports indicate that the local business travel sector has increased by 3% between 2010 and this year, and that even higher increments are expected in the future as Malaysia’s economy strengthens.

With such positive projection, MICE is definitely a sector that BHR wants

to improve on, Abel emphasised. “Amongst the prying eyes in the society, customers always tend to observe and compare products and services. This includes the accommodation and destinations centred to their ongoing activities, in this case MICE events.

“We are in the process of taking steps to increase our market share by improving every aspect of our service quality and hospitality experience. I truly believe that one of the core factors here is that we keep up with the technology as we are in the 21st century and more and more people expect it.

“So it makes sense that if we want to hold more effective meetings, we have to invest in them. Plush leather chairs and polished boardroom tables are no longer enough to furnish a boardroom – hi-tech meeting room tools are essential to create a fully functional workspace to turn our meeting rooms into a highly productive collaborative environment.”

Changing LandscapeAccording to Abel, studies show most

In an extremely competitive hospitality industry, one hotel and resort group is looking to consolidate its strengths in the MICE sector. By Tony Goh

TheKeys to Success

“Over time however, as more people begin to change their perception of the hospitality industry, attracting new talent is becoming

easier as many young people now see having a stint in the industry could be a

rewarding experience.”

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COVER STORYThe Key to Success08

August 2011

business travellers are still in doubt or having difficulties in identifying the specific information related to their stay, such as conference room details, distance to their meeting locations, and transportation services.

In response to this challenge, BHR has streamlined its Business Development and Marketing team under one roof since May this year, making the team understand all the points and finer details of local properties under the group.

This, Abel said, was essential: “Our tourism landscape is changing rapidly. We need to continually renew and reinvent ourselves to enhance the

country’s tourism appeal. To offer our visitors a truly memorable experience, we need to complement appealing tourism products with an excellent service culture.

“Knowing well that the hospitality industry is one that is constantly changing, and we have to always keep up with time. Providing unsurpassed service quality is critical in boosting Malaysia’s attractiveness as the choice destination amongst business travellers and premium visitors.”

One of the factors that makes BHR stands out, Abel said, was the support it gets from its in-house hospitality school, Berjaya University College of Hospitality

– a university that provides a steady supply of fresh talent.

Another plus factor for the group is the appointment of a Training Manager who is dedicated to training its staff on soft skills and all other skill sets needed to excel in the hospitality industry.

The Sky’s the LimitTalking passionately about BHR’s Corporate Social Responsibility (CSR) initiatives, Abel emphasised that this was something that the company took seriously, and was in line with its long and proud tradition of giving back to society.

His role as the Head of Marketing and Communications went beyond lip service, he said.

“I must lead the effort on contributing in the best possible way. As one of the premier hotels in the heart of the business district in the commercial capital of Malaysia, Berjaya Times Square Hotel, Kuala Lumpur focuses most of its CSR works on disadvantaged children and education.

“For our other properties located mainly on islands off the coast of Malaysia, a lot of time and effort are dedicated towards educating the public on environmental and sustainability issues.”

On the aspect of branding, Abel said bringing BHR to the next level – to be on par with other international hotel chains – was unquestionably achievable.

“It’s just a matter of time and support from my team and the public. With all the right factors in place, 2011 will be a year of opportunity for BHR hospitality brands to differentiate themselves from the competition by offering products and services that their competitors do not.

“In terms of changing in administrative direction towards being further renowned, an organisation has to be dynamic and self-motivated. We have a lot more to learn; as such the sky is the limit.”

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A small-town boy with big dreams shows how such goals can be reached.

Destined for Bigger ThingsGrowing up in a small, closely-knit community in Miri, including a stint at his grandparents’ longhouse, Berjaya Hotels and Resorts (BHR) Corporate Director for Marketing and Communications, Abel Nelson Nang, spoke glowingly of his experience of leading a simple and humble yet happy life.

But driven by the urge for a change, and to look for greater opportunities – as well as a platform to test his talent – Abel packed his bags and made the decision to come to Kuala Lumpur in 2005 … all within 24 hours.

That was six long years ago. Today, Abel is on the way up in the hospitality industry, with responsibilities encompassing brand development and communications, marketing distribution and services, media relations, advertising, events, corporate responsibility, social media and e - marketing.

His parents, who initially could not understand the need for him to leave everything behind, are no doubt proud that he has done a great service and become a source of inspiration to his family and community.

In this exclusive interview with Smart Investor, Abel shares some details of his interesting life journey so far; in particular, on how he has come a long way since his days in that longhouse in Sarawak to the pinnacle of one of the largest hospitality groups in the

country. Below are the excerpts from this interview:

Smart Investor (SI): Growing up in Sarawak and being an ethnic minority, there must be some great memories there. Could you please share with us some of your unique personal and family background?

Abel Nelson Nang (ANN): I was born and raised in Miri, one of the largest cities in Sarawak. I’m of an ethnic race of Iban-Kiput parentage with my father an Iban and my mother a Kiput. During those days, my father was a school headmaster whereas my mother was a full-time housewife.

Being the second sibling out of five, I came from a very humble family background where education and togetherness was the core of our upbringing.

I like to, but seldom get the opportunity to do so, especially lately, to be back at my humble hometown and enjoy the simplicity of longhouse living, where my grandparents used to live. I believe that at any point in our lives, we should not forget our roots.

SI: Please give us a brief of your working experiences and the reason why you chose to leave behind everything back home and venture to KL?

ANN: I was in the education line before I joined BHR. I was attached to Curtin University Sarawak, the first foreign offshore campus from Australia in my hometown of Miri.

Within five years of serving at the university, my career path escalated from being part of the Student Service to Student Relations and, finally, PR and corporate communications.

Shortly after, I wanted to experience a different field of work, looking for bigger challenges. This was when I decided to come to KL and ventured into the hotel industry. I also wanted to set an example and prove to my family, other siblings and community that we could achieve our dreams.

SI: You were with established names in the hospitality industry prior to this. So what attracted you to join BHR?

ANN: Along my career path, I have had past working experience with two renowned international chain hotels – Solmelia and IHG – both are very established hospitality groups with global brand recognitions.

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COVER STORYBHR MICE Facilities in Malaysia010

However, at Berjaya Corporation, what attracted me to it was its broad portfolio in the industry despite being a local company. I joined BHR on March 2010 as the Director, Marketing and Communications for Berjaya Times Square Hotel, Kuala Lumpur.

Within six months, in October 2010, I was promoted as the Corporate Director, Marketing and Communications, to be based at the corporate office, with the responsibility

of overseeing the entire continuum of marketing and communications areas for all 11 properties under the group worldwide.

From where I see, BHR is a conglomerate with huge potential for further career advancement, breaking into the global commerce. I want to be a part of appreciating the value of this organisation, a part of growing together with the hotels and resorts and as an individual.

The challenge I faced initially was to enhance the branding positioning of the organisation, turning it towards a new direction of dynamic growth, to create a unanimous mindset amongst stakeholders and the public, providing them an unyielding reason to do so.

I believe there should always be at all times a solution to any matters confronting us. This challenge is a real positive one, and I would wish to attain more sets of knowledge inter-departmentally, not just within the boundary of my controls. Learning opportunities with BHR is beyond borders.

SI: Could you please share with us some of your management principles and what keeps you motivated to achieve further success in your career?

ANN: I am an optimist in everything I do, so I am basically my own motivator. I’m neither drained nor do I dwell on the sorrows of binding myself to work all day. In fact, I love what I do! I bring fun to work. I enjoy meeting people from all walks of life and this is how I perceive fun.

To me, my work is also my playground, and I can truly perform and produce results here. It’s now an integral part of a lifestyle itself. As far as I’m concerned, being in the hospitality line, this is what I do best and love doing.

It is all about customers – satisfying them, helping them and celebrating people. When I achieve great feedback, the satisfaction that flushes through me is beyond comprehension! Meeting people is always fun, developing my team and making a difference in whatever I do is a passion within me.

Berjaya Langkawi ResortAn award winning resort, Berjaya Resort Langkawi is the pride of an island said to have inspired love and miracles for generations. Cocooned within a rainforest sanctuary, the resort embraces boundless views of emerald waters and verdant mountains, blending perfectly with Langkawi’s status as a Unesco World GeoPark.

The resort is currently at the tail end of renovations to give it a better feel. This renewal will keep intact Langkawi’s

unique attractions, which combines million-years-old tropical rainforest with scenic beaches.

With an array of convention facilities and inspired spa treatments – complemented with heartfelt services – moments are filled with a sense of natural connection and harmonious retreat.

Already, Berjaya Langkawi Resort has an advantage over its competitors in terms of its convention and meeting facilities – the largest pillarless ballroom

in Langkawi and the largest room inventory in Langkawi with 469 rooms, of which 315 rooms will complete their renovation by July 2012 – as well as

Four hotels & resorts under the Berjaya Group are all geared up to meet your MICE needs.BHR MICE Facilities in Malaysia

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culinary diversity with five restaurants.Equipped with modern facilities

and a dedicated professional staff, the resort can ensure the most successful meetings, events, conferences and seminars. With the huge Matsirat Ballroom and eight other meeting or breakout rooms, the resort can cater for all meeting requirements.

Berjaya Penang HotelLocated in the heart of George Town, Berjaya Penang Hotel forms part of the lively 1-Stop Midlands Park business and entertainment hub. Positioned as a business hotel, it is home to discerning business and leisure travellers, and blessed with enchanting cultures, heritage and tantalising food all around.

Equipped with all the modern facilities, this strategic venue is also very well suited for extended exhibitions and conferences, with the pillarless Dewan Berjaya main ballroom capable of seating up to 900 people and a maximum of 1,000 in a theatre style.

Dewan Berjaya can also easily be divided into three separate function rooms to accommodate smaller groups. For those looking for more privacy or niche functions, there are seven other individual meeting rooms that can cater for smaller groups of between 25 and 100 people. The hotel has Wi-Fi in all its function rooms.

Berjaya Penang is refurbishing all its 320 rooms with half of the inventory

already completed. The remaining rooms are slated for completion by February 2012.

Berjaya Times Square Hotel, Kuala LumpurThe 655-Suite Berjaya Times Square Hotel, Kuala Lumpur is no stranger to the commerce industry as it supports the hotel’s apt tagline of “business meets leisure”, targeted – as it is – at consumers ranging from the working class right up to corporate high fliers.

This is in addition to its status as one of the most famous landmarks in KL’s Golden Triangle.

With its strategic location easily accessible via the KL Monorail, the Smart Tunnel and the KL-Putrajaya Highway, the hotel offers seven function rooms – including four of which are designed to allow in natural daylight – and the pillarless Manhattan ballroom, which can accommodate 2,000.

Each room is versatile in adapting into many themes and settings for designated events or functions. Complementing the facilities is the executive lounge, where patrons will find that business can be a pleasurable experience.

The hotel also comes with a business centre equipped to provide full administrative and secretarial services.

With the comfortable yet collective feel, patrons will find both business and pleasure co-existing in harmony. A “Celebrate You” campaign was launched mid-2010 gearing the hotel’s employees to constantly provide excellent hotel stay

experience and successful meetings, which would leave clients satisfied.

In addition to the hotel’s efficacy, the 110 tastefully furnished suites located on the corporate/club floor were introduced to cater to the needs and lifestyle of the highly successful businessmen. Guests booked into these rooms have access to a free shuttle service to their offices.

Berjaya Tioman ResortWith the distinction of being the first and oldest resort under the group, Berjaya Tioman Resort is located on an island befitting the stars.

Whether you seek relaxation or are looking for some adrenaline rush, this resort has got you covered. With miles of secluded palm-fringed beaches, clear turquoise waters, abundant marine life, misty mountains and lush greenery, savour each moment as you enjoy in one of the world’s most beautiful islands.

It is also here that the Bali Hai sequence in Hollywood classic South Pacific was filmed, as well as the recent Hong Kong TV series, The Ultimate Goal.

As a venue for memorable events and business, the largest facility in the resort, the Shahzan Ballroom, can sit a maximum of 400 people.

Supported by the resourceful assistance of its service personnel, there are another four well-appointed meeting rooms; each comes with complimentary Wi-Fi and is equipped with modern audio-visual facilities.

For outdoor training or events, the Challengers Park provides a refreshing and conducive environment.