Crown Hotels capitalises on growing MICE market



With Australia increasing in popularity as a preferred business events destination and over 800,000 international business travellers arriving on our shores annually, Crown Hotels is gearing up to show this year’s delegates of the Asia-Pacific Meetings Expo (AIME) why Crown Events & Conferences continues to remain at the forefront of corporate hospitality and a leading player in the MICE industry within Australia.

In 2016, Australia’s domestic travel for business increased steadily by nearly 3%, with Crown’s two locations –  Perth and Melbourne – achieving strong growth in this space. Perth experienced 26% growth and in an already mature MICE market in Melbourne, made a staggering 34.9% growth in the MICE sector in one year alone.

Crown Towers Perth: a new benchmark in luxury

Crown Hotels unveiled its newest property, Crown Towers Perth to the world last December. The $645 million hotel offers 500 appointed guest rooms, suites and villas. With the latest technology and the renowned Crown Towers service, guests have the opportunity to experience a hotel property unlike any other.

In a clear strategy to increase growth in the MICE market, the prestigious Crown Ballroom also opened in December 2016. This exciting event space is a pillarless ballroom with magnificent custom-designed carpets, high ceilings, elegant cream panelling and dramatic crystal chandeliers throughout. Technologically advanced and easily reconfigured to suit almost any requirement, whether it’s a gala event for 1500, or an extravagant wedding like no other. The adjoining pre-function area with spacious open terrace and views over the Perth landscape are also not to be missed.

“The arrival of Crown Towers Perth in December last year responded to an intense market demand from the MICE sector in Perth. The hotel, as well as the conference facilities, take the city’s corporate hospitality offering to a whole new level. It’s set a new benchmark in luxury and customer experiences – not just for Perth but for the whole of Australia.”

Kylie Burchmore, Senior Vice President Global Sales, Crown Hotels

Crown Events & Conferences Perth now has larger and more sophisticated facilities, catering for up to 3000 delegates and offers an unparalleled riverside setting for conferences, product launches, exhibitions and incentives.

Crown Hotels Melbourne: iconic destination in the world’s most liveable city

Crown Hotels Melbourne continues to dominate in the business and conference events space in one of the most popular destinations in the southern hemisphere.

Over the last two decades, Crown Events & Conferences has become an industry leader, with a combination of the most accessible and central location, exceptional professional facilities that can cater for up to 2500 delegates and flexible onsite expertise. The integrated venue is home to Crown Hotel’s luxury accommodation and facilities totalling over 1600 guest rooms, premium dining experiences, retail outlets, stylish bars and nightclubs.

According to Kylie Burchmore, it’s the truly integrated offering – where you can eat, stay and conference in one location – that has made Crown Melbourne one of the most in-demand venues in Australia’s second largest city.

Premium dining: access to Australia’s finest restaurants

Both Crown Perth and Crown Melbourne are renowned as their capital city’s respective home to some of the finest dining options available.

In Perth, an impressive lineup of world-class restaurants is available including Neil Perry’s Rockpool Bar & Grill, world-famous Japanese restaurant Nobu, an elevated dining French bistro experience at Bistro Guillaume and the premier Chinese establishment Silks.

The line-up continues to impress in Australia’s capital of food – Melbourne – with Rockpool Bar & Grilll, Nobu, Bistro Guillaume and Silks on offer, in addition to other famous fine dining options by world-famous chefs – including Dinner by Heston Blumenthal, Long Chim, Spice Temple and Rosetta.

“Dining is a big part of the events and conferences market – and across both our Perth and Melbourne properties we have built a reputation as offering some of the best restaurants that each city has to offer. With over 38 bar and dining options across both properties, we have catered for all types of networking, events, and group needs to create the perfect experience.”

Kylie Burchmore

Luxury experiences: memorable moments

Of course, the best events can’t exist on an all work no play basis. Crown offers an incredible selection of activities – whether it be group bookings in one of the four spas across Melbourne and Perth, dinner in the palatial Chairman’s Villa or a scenic trip with Microflite helicopters.

Having recently added an exclusive new experience that combines the splendour of the Yarra Valley with Crown Towers Melbourne’s signature luxury accommodation, The Sky’s the Limit package will engage clients and includes a 30-minute scenic helicopter flight over Melbourne and overnight accommodation in an Executive Suite at Crown Towers.

Crown Hotels boasts four luxury spas throughout Melbourne and Perth, each offering indulgent treatments and a tranquil oasis in an urban or luxurious setting.

While there is a plethora of dining options at Crown Melbourne and Crown Perth, The Chairman’s Villa, located on the top floors of Crown Towers, exudes indulgence and provides an intimate and luxurious setting to enjoy a once-in-a-lifetime dining experience.

Crystal Club is a private lounge with a personalised check-in and concierge service. The spacious design includes private lounge areas, business facilities and an open terrace for intimate events.

The most exclusive experience at Crown Perth are the Mansions overlooking the Swan River, offering guests the epitome of world-class accommodation. The privately gated Mansions are situated separate to the resort and provide guests with the utmost exclusivity and seclusion. Guests can enjoy the two-storey open-plan living and dining areas that extend out to a private pool and entertaining terrace, butler’s kitchen, study, gymnasium and three oversized bedrooms with adjoining ensuites.

The two Mansions also feature intuitive remote control capabilities available in 6 languages that control the television, iPod, DVD, lights, curtains, blinds, laptop and karaoke. The Mansions are ideal for exclusive events, weddings and executive meetings delivered with a difference.

Located alongside the Crown Towers Perth resort pool overlooking the city, The Great Lawn delivers a unique outdoor experience for guests as they savour West Australia’s finest wines and canapés with the picturesque city providing a breathtaking backdrop.

A bespoke event on the Great Lawn is limited only by the imagination. Perhaps you’d like a MasterChef challenge, such as a barbecue cook-off with the talented team from one of Crown’s acclaimed restaurants, or maybe even an outdoor concert. The Great Lawn Experience can be tailored for charity events and galas, outdoor dining under the stars or group exercise classes.



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