On the evening of November 21, Ms. DeVonne Iao, Vice President of Advertising & Brand Management at Sands China Ltd, was invited by Associate Professor Glenn McCartney to give an online lecture on “Macau Destination Marketing and Integrated Resort Brand Management” to master students of the International Integrated Resort Management Course at the University of Macau. She described the post-epidemic growth of tourist destination marketing in Macao, and used “SANDS LIFESTYLES+” as an example to demonstrate the strategic significance of hotel group brand management.
Sands China Ltd. is one of the largest integrated resort and entertainment operators in Macau, with properties including The Venetian Macau, The Parisian Macau, and The Londoner Macau, as well as over 12,000 hotel rooms, 20,000 entertainment seats, 150 restaurants, and 1.6 million square feet of meeting space. The Londoner Macau follows the branding idea of The Venetian Hotel and The Parisian Hotel, emulating the city of London’s iconic architecture and representative cultural aspects. Ms. DeVonne Iao detailed the investment building process and brand formation as well as the importance of brand management in hotel promotion and marketing with the planned “SANDS LIFESTYLES+” branding plan, which will be launched in 2023.
Ms. DeVonne Iao also shared her insights on the revival of Macau’s tourism industry and the future brand development of integrated resorts from the perspective of post-pandemic. After the lecture, the students raised questions on marketing and branding related fields, and the guest also gave sincere replies. The students learnt about the development and accomplishments of integrated resort marketing management instances in this lecture, and the branding outcomes can have a favorable influence on Macao’s positioning as a world leisure tourism center.