In the previous article, I highlighted the importance of the MICE segment and the need to strengthen it because of the revenue uplift it generates across all of a hotel’s business units. I would now like to explore the characteristics of the Meetings, Events and Conventions market in a little more detail and then, as far as possible, shed some light on how to achieve better results from this segment.  

How can you attract Meetings, Events and Conventions clients?

Define your target market; do not try to appeal to everyone

To design a powerful marketing strategy that attracts MICE clients, there are several aspects you should consider beforehand. Start by defining your market and answering questions such as:

• What facilities do we have to offer?
• What needs does the MICE segment have, and which of them can we meet better than others?

This is the stage at which you need to gain a clear understanding of the value you can offer the market and which clients are most likely to appreciate it. Perhaps your hotel has a strategic location that makes it perfect for a specific type of event. Or perhaps your facilities stand out because of how exceptional they are, such as a spacious plenary hall that can accommodate a large number of delegates.

Which facilities do MICE clients look for when choosing a hotel?

There are many factors MICE clients consider when selecting a venue for their event. Here is a list of the most important ones:

Which source markets are most promising for MICE?

When defining your market, you should consider the level of development and popularity of the MICE market in different countries. Some countries invest more in Events and Meetings than others, and this information is crucial when targeting the right audience and planning an effective marketing campaign. The Global Business Travel Association conducted research identifying the most promising European source markets for MICE by analysing their growth rates: Germany (9.5%), the United Kingdom (8.9%), France (6.1%), Spain (7.9%) and Italy (4.4%).

Which are the most popular MICE destinations in Europe?

When looking at the most attractive destinations for the MICE segment, Europe is the preferred region for European MICE clients due to its proximity and border policies. The most popular MICE destinations are Germany, Spain and the United Kingdom.

Promoting our hotel in the Meetings, Events and Conventions segment

Sales activity

This is a market that must be planned for and promoted very actively. While some hotels attract business simply through a strong location, many others need more specific business development and marketing plans to be effective in the MICE segment. When we assume that our competitors have a greater market share in this segment because of their brand, we are making a mistake. What makes the difference is precisely what I have just outlined. Success requires the active involvement of senior management, particularly because this is a highly competitive market and, in many cases, requires management approval beyond what an account manager can authorise independently when reaching certain agreements. Marketing is often best carried out through effective collaboration, whether with local or international consortia, or through representatives. However, these require your active involvement; you should not delegate your promotional activities entirely to third parties.

Create a detailed MICE section on your website

Now that you know which audience you are targeting and what you have to offer them, it is time to take action and communicate the strengths of your hotel for the MICE segment. Creating a dedicated Events and Meetings page will help you showcase the facilities and services you offer the market clearly, from the perspective of clients in this segment rather than those simply looking for a room. Some hotels even create separate websites for the specific services they offer, simply because positioning a hotel for MICE tourism can differ considerably from its positioning in the leisure travel market. While the overall brand would remain intact, you may wish to adapt the website structure, layout and content presentation to make your MICE page more appealing to this type of client.

Use social media in an organised way

The goal of any MICE planner is to design an event that makes an impact on attendees while also meeting its marketing objectives, and social media can be extremely effective for both. Social platforms such as Facebook, Twitter and YouTube have a major influence on popular culture. Photo-sharing platforms such as Pinterest, Instagram and Flickr can be used to inspire new ideas and build excitement around travel and events of all kinds. LinkedIn connects you with professionals around the world, which can be very useful for spreading your message and making it visible to those who need to know about it.

Make the most of loyalty-building opportunities

When creating your strategy, make sure you build lasting connections, as this is crucial in the MICE sector. This is a repeat-business segment, so if you succeed in impressing your client, you can expect repeat bookings. In addition, word of mouth is a very powerful communication channel in the MICE segment, and satisfied clients will promote and recommend you to their colleagues. Remember that MICE clients want unique experiences that demonstrate good value for money, and for MICE clients, value for money is more important than price itself.

Seek support from institutions and associations

Last but not least, institutions can be an important ally for your hotel. MICE tourism is highly beneficial to a country’s economy, to a destination and to the tourism sector in particular, as it is normally a non-seasonal activity and therefore has the potential to stimulate the tourism industry. Review the policies and initiatives of both local and national institutions concerning the MICE segment.