Inside Asian Gaming

January 2016 inside asian gaming 15 Cover Story This is an ambitious goal but who ever succeeded by thinking small? Compare this lofty ambition to the usual service and product cost cutting we so often see as an immediate response in lean times. Macau has the opportunity to be the global leader in delivering Halo Service in every sector from gas stations to retail government offices to integrated resorts to restaurants and everything in between. The enthusiasm for Halo Service delivery could become infectious with the entire service sector providing a higher level of service. Educational, government and industry organizations would afford prestigious awards and recognition to those companies and individuals that deliver sustained Halo Service. It would be the service culture that would bind the city and reframe Macau to be synonymous with world-class service and Halo Service delivery. Understanding the gaming VIP guest is obvious, but trying to understand the non-gaming guest is more difficult, yet potentially highly profitable by opening up an entirely new customer base. A “yuppie” visitor isn’t such a poor notion. Imagine Macau as a wedding or honeymoon destination, or with MICE options such as corporate retreat havens, or as a thumping day club destination. None of these ideas have been seriously tapped into. The new guests of today want “Experience” with a capital “E”, not just to be ushered into VIP rooms by black suits for the duration of their visit. Of course enthusiastic gamers can also buy into these new options. What a missed opportunity not to engineer new and fresh innovative experiences for every level of visitor to Macau. Our goal should be to consistently reinforce emotional investment and attachment. Surely, given a mandate and an agenda, new and innovative food products beyond the egg tart, pork chop bun and peanut brittle could be developed to establish Macau as a worldwide gastronomical destination. Even failing a government agenda and mandate, individual companies should consider service plus innovations such as Halo Service as a leap frog differentiation strategy – lest we continue to drag our feet with endless “copy copy” initiatives. The residents of Macau find themselves with a wonderful and unique opportunity. We owe it to Macau’s people to give them every chance to capitalize on this opportunity by preparing them to engage in a fulfilling and competitive future. “Whilst Macau has no major closures in sight the city could still benefit from the lessons Atlantic City is relearning since its gaming sector is now only half of what it was. It is time for Macau to make meaningful moves on its diversification strategy.” “A ‘yuppie’ visitor isn’t such a poor notion. Imagine Macau as a wedding or honeymoon destination, or with MICE options such as corporate retreat havens, or as a thumping day club destination. None of these ideas have been seriously tapped into. The new guests of today want ‘Experience’ with a capital ‘E’ … ”