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Crown Hotels Capitalises on Growing MICE Market and Show Why it is the Leader in Australian Travel, Meetings and Events

February 20, 2017 Trade Events No Comments Email Email

With Australia increasing in popularity as a preferred business events destination and over 800,000 international business travellers arriving on our shores annually1, 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 per cent2 – with Crown’s two locations– Perth and Melbourne, achieving strong growth in this space. Perth experienced 26% growth3 and in an already mature MICE market in Melbourne, made a staggering 34.9% growth in the MICE sector in one year alone.4


Crown Hotels unveiled its newest property, Crown Towers Perth to the world last December. The $645 million hotel offers an unparalleled level of luxury with 500 exquisitely appointed guest rooms, Suites and Villas. Intelligently designed 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 thoughout. 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,” says Senior Vice President Global Sales Crown Hotels, Kylie Burchmore. “It’s set a new benchmark in luxury and customer experiences – not just for Perth but for the whole of Australia.”

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

exhibitions and incentives.


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 2,500 delegates and flexible onsite expertise. The integrated venue is home to Crown Hotel’s luxury accommodation and facilities totaling over 1,600 guest rooms, premium dining experiences, retail outlets, stylish bars and nightclubs.

According to Kylie Burchmore, it’s the only 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.

“The ripple effect of Melbourne’s fame as the world’s most liveable city continues to draw the crowds – and continues to make us very appealing in the business events space,” says  Burchmore. “With our unique location right in the heart of the city and our integrated resort offering providing access to some of Melbourne’s most famous restaurants and bars in the one place – we are an easy, workable destination that can scale up or down depending on the events needs.”


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,” says Burchmore. “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.”


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 splendor 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.

Whilst 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, they offer guests the epitome of worldclass 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, butlers kitchen, study, gymnasium, and three oversized bedrooms with adjoining ensuites. This is Crown luxury at its absolute grandest.

The two Mansions also feature intuitive remote control capabilities available in 6 languages and 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 your guests as they savour West Australia’s finest wines and canapés with the picturesque city providing a breathtaking backdrop.

Your bespoke event on the Great Lawn is limited only by your 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. The options are endless.


Instagram competition – social media activation

By visiting the Crown Hotels stand (#3928), AIME delegates can take part in the Instagram competition for a chance to win two nights accommodation in a Premier King room at Crown Towers Perth including Crystal Club access for two and return flights. To be eligible, you will need to visit the Crown Hotels booth at AIME, select a crown from the costume collection on offer, take a photo wearing the costume crown in front of the Crown Hotels backdrop and upload the photo to your Instagram page using the @crownhotels tag and hashtag #AIME4Crown. Entries open9.00am Tuesday 21 February and close 5.00pm Wednesday 22 February 2017.

Crown Spa Pamper Zone

Crown Hotels are celebrating the return of the Crown Spa Pamper Zone, located in Hospitality Suite 2, just to the right of the entry/exit area. Delegates can take a break from their action-packed AIME schedules and enjoy a complimentary 15-minute neck, shoulder or hand massage performed by Crown Spa’s renowned therapists.

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