We must keep in mind that not everyone stays in tourist accommodation, for pleasure, tourism or to enjoy a vacation. There are also people who travel for work or business , so we must personalize the service in response to their demands.
This example of microsegmentation can be very profitable if we know how to take advantage of it, reaching a series of conclusions about the behavior of the target audience through market studies.
What is MICE tourism?
MICE tourism encompasses the entire ecosystem related to work travel . What's more, the meaning of the acronym MICE is -meetings, incentives, conference, exhibitions- . Normally, during this type of trip, the main task is attending work-related activities , as well as conferences or meetings.
Advantages of MICE tourism in the tourist destination
MICE tourism brings with it a series of advantages that the destination and tourist accommodation can take advantage of:
- Seasonality: Work events can be organized at any time of the year and are not subject to the seasonality of vacation tourism.
- Opportunity for many regions and countries: Work trips have led to a reactivation of the economy; in fact, Spain is considered one of the MICE destinations with the greatest potential in Europe, according to the WTTC .
- Greater profitability: In the case of business travelers, the income per person is usually greater than the income per person of a typical tourist or vacation trip. According to data from the Spain Convention Bureau (SCB) , in 2023 MICE tourism reached a business volume of 13,367 million euros annually in Spain and is aiming for growth of 11.05% and 6.65% for the years 2024 and 2025 respectively. To be more exact, the tourist who travels for work reasons spends up to 351.9 euros per day, while the tourist who travels for leisure reasons only spends up to 127.4 euros.
- Market opportunity for travel agencies: Travel agencies can take out work travel packages, as well as agreements with companies that develop conferences or events in the sector.
Adaptation of tourist accommodation to MICE tourism
To adapt tourist accommodation and attract clients traveling on business, a large investment would not be necessary, although we should adapt the facilities to the convenience of these travelers, covering the following points:
Quality infrastructure
- Multifunctional meeting spaces: I would ensure that the accommodation has modern, flexible and adaptable meeting rooms for different group sizes, equipped with cutting-edge technology (screens, projectors, video conferencing systems, etc.).
- Coworking areas: Create spaces for business travelers to work comfortably, with high-speed internet access, charging stations and ergonomic environments.
- Rooms tailored to the business traveler: Rooms with desks, good lighting, ergonomic chairs, and reliable connectivity for working from the room.
Specialized services
Technology and connectivity
- High-speed and stable Wi-Fi: Guarantee connection in all areas of the accommodation.
- Latest generation technological equipment: Tablets in the rooms, mobile applications for service management, digital check-in and check-out, etc.
- Hybrid event spaces: Facilitate live streaming of conferences and meetings, with technical support for hybrid events (in-person and virtual).
Networking and wellness activities
- Events and activities to promote networking: Create spaces and activities where business travelers can connect and network, such as themed cocktails or workshops.
- Wellness programs: Offer yoga, mindfulness classes, gyms and spas so travelers can relax and unwind after long days at work.
Strategic alliances and promotions
- Collaboration with companies and associations: Create alliances with organizations and associations in the MICE sector to attract corporate events and large groups.
- Special promotions: Offer discounts for group reservations or for holding large events.
- Presence at MICE fairs: Actively participate in business tourism fairs to attract clients, build relationships and maintain visibility.
Sustainability and corporate responsibility
- Sustainable practices: Adopt eco-friendly measures that are attractive to event organizers, such as offsetting the carbon footprint, local and sustainable products in catering, and recycling policies.
- Certifications and recognitions: Obtain recognitions related to sustainability and excellence in service to gain trust and preference.
Digital promotion and online reputation
- Digital marketing strategy: Aimed at this niche through social media campaigns, specialized SEO, advertisements and collaborations with influencers from the MICE sector.
- Opinions and success stories: Show testimonials and cases of successful events organized at the accommodation.
The key is to offer a unique experience , adapted to the needs of these customers, with a focus on comfort, technology, well-being and comprehensive support.
