Hospitality Trends

Trends & Challenges In The MICE Industry

Marching Ahead

When thinking about the travel industry in general, people tend to imagine leisure comes first. The MICE – Meetings, Incentive, Conferences and Exhibitions – industry, however, is one of the major drivers within the tourism industry and has experienced tremendous growth in the past years. The MICE sector generates millions in revenues worldwide. Its future looks bright as demand for meetings, incentives, congresses and events is still on the rise. Today, one of the greatest challenges that MICE hotels face is retaining a share in the increasingly competitive marketplace. The understanding of what’s driving MICE travelers and how to attract them in future can give hotels a competitive advantage.


Technological progress plays a vital role in the MICE business. Meetings and events have been transformed by the latest technology. Long gone are the days when an overhead projector was all event planners requested. Today, wireless connectivity is imperative. LCD Projectors, video conferencing and fast notebooks are the standard. However, it is not only about state-of-the-art high-tech technology, but versatile technology which is easy to use. Furthermore, trained staff is needed that is familiar with the equipment. Hotels need to constantly review their high-tech equipment and make small changes or upgrades every now and then. It is more efficient to regularly make small adjustments instead of making massive upgrades every couple of years.

Flexibility and personalization

To successfully attract MICE business, hotels need to be open-minded, agile and flexible in both services and facilities to respond to new demands. Teambuilding has made a comeback in recent years. Therefore, many event planners look for creative options for group activities. The requirement for traditional boardroom style conference rooms is also changing. Lately, event organizers prefer new meeting approaches such as outdoor spaces, innovative seating arrangements or cozy spots for smaller gatherings.

Adapt to changing needs

In former times event planners based their location decisions on various factors such as costs, quality and quantity of available accommodation, access to and overall attractiveness of the location. Nowadays, however, selection depends on connectivity and technology as well as the quality of the experience that’s offered in the facilities and in the surrounding area. The more hotels can respond to these factors, the better is the chance to increase their share in the MICE market.

How can Worldhotels help?

Hotels are already facing intense competition and the MICE sector is expected to grow. As new meetings formats and technology will continue to develop, hotels need to assimilate these changes and adapt to latest trends. Hotels seeking to increase their share in the MICE market must create more flexible services and adapt a new attitude to change to offer the best experience to their guests. In a world of competitive noise hotels might find it difficult to should louder than their competitors. This is where World Events comes into play.

World Events is a program for hotels seeking to increase their share in the MICE market. It targets those hotels for whom MICE is an important business segment and that have capacity to handle a wide variety of MICE opportunities. Benefits like an extended sales support, access to the World Events Season Launches, to the World Events Showcases, to MICE trade shows like IMEX and EIBTM and inclusion in allWorld Events promotional materialare just some of the advantages that are designed to drive incremental MICE business to your door.

For more information contact your Worldhotels Team at

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