MICE trends and market differences

MICE trends and market differences

MICHAEL GAEBLER
Chairman & CEO at Aviareps

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MICE has evolved to become one of the fastest growing sectors of tourism and hospitality industries worldwide. Amid a slow and uncertain global economic recovery the MICE industry is set to move ahead rapidly.

Today all destinations and hospitality brands cannot afford to ignore this lucrative travel sector, not only for its relatively higher earning yield, but also in terms of destination and brand awareness and promotion, prestige, and especially its performance measurability. It’s precisely because MICE activities can be easily monitored and measured, and performance can be easily evaluated and accountable in terms of visitor numbers, events and revenue, that it is a popular market segment for tourism leaders in both the private and public sectors.

With 52 offices in 43 countries, we took the opportunity at Aviareps to have each of our offices provide us with their local insights into what attributes are particularly important and attractive in creating competitive advantages for attracting MICE business from their markets. Additionally we questioned what marketing and sales techniques are particularly effective in driving MICE sales.

Our survey identified some of the key factors that destinations must look at to provide them with a competitive edge in particular markets. For instance, creative and unique experiences are key factors important to MICE audiences from Brazil, the Middle East, Germany, Australia, and the UK. Sunny warm weather is most favoured by Germans, Italians and the British followed by gastronomic experiences for visitors from Brazil, the Middle East, Italy, and Austria. An array of cuisine and Halal options were also factors highlighted by Middle East and Malaysian markets, reflecting those markets religious and multi-cultural populations.

Ease of direct flight connectivity, competent DMCs that are able to respond quickly to requests, and affordability in terms of value where largely highlighted by all markets however language was signaled as an extremely important consideration for Korean, Italian and Brazilian markets. Chinese markets seek more personalized touches such as meet and greet welcome banners at the airports of entry, assistance at immigration and customs, cultural performances at gala dinners as well as the attendance of top government or tourism officials to greet delegates as among requirements to win their business. Colombia also appreciates local cultural performances at gala events, while Australian groups appreciate the meet and greet welcome banners at airports.

Regular sales calls, visual presentations, videos supported with detailed information regarding venue sizes and other pertinent information were the basic marketing and sales activities to achieve success across all markets. The ability to conduct personal sales calls was most important for all. While time consuming, it proves that such a tailored productneeds the customer to be in direct contact with the tailor or their representative to provide confidence for them to proceed.

MICHAEL GAEBLER
Chairman & CEO at Aviareps