Pan Pacific Hotels Group (PPHG) has launched its Every Meeting Matters campaign, and for event planners in the northern region, PARKROYAL Resort Penang stands to be a direct beneficiary of the group’s renewed push into the MICE (Meetings, Incentives, Conferences, and Exhibitions) space.
The campaign reflects a broader shift in how organisations plan and run business events. According to Research and Markets, the global MICE industry was valued at approximately USD 783.70 billion in 2023 and is projected to reach USD 1,407.45 billion by 2032, growing at a compound annual growth rate of 6.7%.
Closer to home, Asia-Pacific is emerging as one of the fastest-growing MICE markets. Grand View Research estimates the region will expand at a CAGR of 10%, reaching around USD 355 billion by 2030.
For Penang, a state that has long positioned itself as a regional business and tourism hub, this is well-timed. PARKROYAL Resort Penang sits within PPHG’s PARKROYAL brand, which centres its event offerings around people, local culture and authentic experiences, elements that align well with what Penang naturally offers.
“Business events have evolved significantly in recent years, with organisations seeking experiences that inspire collaboration, creativity and meaningful connections. Anticipating this post pandemic shift, we have strengthened our MICE capabilities across our portfolio, from investing in upgraded event spaces to enhancing service delivery and technology. With the launch of Every Meeting Matters, we reaffirm our commitment to being a trusted partner for impactful meetings and events that deliver value for organisers and delegates alike,” said Mr. Choe Peng Sum, Chief Executive Officer of PPHG.
The push comes as a younger generation reshapes expectations at business events. Data from the Freeman Trends Report Q1 2023 shows that Millennials and Gen Zs now account for more than 40% of conference participants. This group expects meetings to be tech-enabled, wellness-conscious and environmentally responsible.
PPHG has responded across its portfolio by equipping properties with high-speed connectivity, built-in AV systems, immersive LED walls and on-site technical support. Wellness programming, including nutritious menus, movement breaks and event spaces with natural daylight, is now embedded into the group’s MICE offering.
For a beachfront property like PARKROYAL Resort Penang, the wellness angle carries particular weight. The setting lends itself naturally to the kind of outdoor wellness breaks and locally inspired programming that corporate clients are increasingly requesting.
Sustainability is also a growing priority. Corporate RFPs now routinely include criteria around responsible sourcing and environmental responsibility. PPHG addresses this through initiatives such as reducing single-use items, sourcing ingredients locally and incorporating eco-themed activities into event programmes.
“Today’s meeting planners are looking for more than functional venues. They want spaces that inspire creativity, technology that enables seamless collaboration, and experiences that support wellbeing and sustainability. Our MICE strategy is centred on delivering experiences that combine all these aspects in a seamless manner. Whether it’s wellness-inspired breaks, advanced hybrid meeting capabilities or locally sourced culinary experiences, we aim to help organisers create meetings that are both productive and memorable,” said Celine Du, Chief Commercial and Marketing Officer at PPHG.
PPHG has also committed to Asset Enhancement Initiatives (AEI) across key markets, reinforcing its long-term confidence in the sector.
“We see significant long-term growth in the business events sector, particularly in Asia-Pacific. Our continued investments in meeting and event spaces reflect our confidence in the resilience and future growth of the global MICE industry. By enhancing our venues and evolving our offerings across our brands, we are focused on creating environments where organisations can bring people together, exchange ideas and drive meaningful outcomes,” Choe added.
For event planners looking to host their next conference, incentive trip or corporate retreat in Penang, PARKROYAL Resort Penang presents a case worth considering. For more information, visit panpacific.com/meetings.
