Asatouroperatorandtravelexpert,youhaveprobablyheardtheacronymMICEatleastonce.Even thoughitsoundslikesomeoneisyellingaboutsmallrodents,itisnotsomethingtodisregardInfact, youshouldconsiderincorporatingthisintoyourexistingtourbusiness.
FORSTARTERS,WHATDOESMICEMEAN?
MICEisanacronymthatrefersto"meetings,incentives,conventions/conferences,andexhibitions" AccordingtoTarunBhardwajofFinancialExpress(opensinanewtab),MICE"hasnowbecomean integralpartoftheinternationaltravelandhospitalityindustry";asanindustryMICEtourtypically referstocorporategroupstravelingforaspecificpurpose,suchastoattendaninternationalmeeting, reaptherewardsofanincentivetrip,attendaconferenceorconvention,etcConsideritanaudience thatcouldbeaccessibletoanytouroperator(assuming,ofcourse,thatyouareinterestedinhosting them)
WHYSHOULDYOUCATERTOMICEGROUPS?
ThismarketisgrowingduetoanincreaseinEuropeanspendingonMICEtravel(opensinanewtab). AccordingtoGalinaKulakovaofAmara,morecountriesandbusinessesareplanningtoincrease spendingoninternationalconferencesanddestinationmeetings,andmorethanhalfofallbusiness travelisMICEtourism(opensinanewtab)MICEgroupsarealsoknowntospendmoreoveralldueto thecompany'stendencytocoverthemajority,ifnotall,ofthecosts,therebyincreasingthespending powerofthetravelersThisisbeneficialnotonlyforyourbusinessbutalsoforthelocaleconomy, particularlyifyouoperateinaregionwherethetourismindustryisstilldeveloping.Ifyoufind yourselfinabitofarutduringtheshoulderorlowseasons,itcanalsobeanexcellentwaytoreduce seasonallimitations.
NowyouunderstandwhatMICEgroupsareandwhyyoushouldtargetthemformarketing.Buthow doyouutilizethem?
Thisdependsentirelyonthetypeofgroupyou'rehosting,butifaMICEgroupchoosesyourcompany, thentheylikewhattheysee;therefore,consideritacustomizedgrouptourEstablishwhattheyneed toaccomplishontheirtrip(includingthepurposeofthetripandwhattheywanttodoorsee),who willbeinthegroup,whentheywillarrive,howlongtheywillstay,andeverythingelseAsidefromthe logistics,theTourismEuropeIncomingteambelievesyoushouldalsoconsiderthefollowingadvice.
1.Becomeanauthorityonyourlocationandbuildrelationships
OurclientsatChicagoTravel&Tours(opensinanewtab)havehostedanumberofMICEgroupsin thepast,andtheysharedagreatdealofinformationwithusduringthedevelopmentoftheirnew websiteTheyhavenotonlypositionedthemselvesasexpertsintheChicagoarea,buttheyhavealso takenthetimetocultivaterelationshipswithlocalbusinessesandindividuals.Theplanistoexpand thevarietyofactivitiesthattheycanprovideConsiderwhoyoucannetworkwithinyourarea,and thentakeactiontomeetwiththemanddiscussbusiness.Suppose,forinstance,youarebasedin Chicago,likeChicagoTravel&ToursPerhapsyouestablisharelationshipwithWrigleyField administratorsinordertoarrangeprivatetoursofthestadiumormeettheChicagoCubs'manager. PerhapsyoushouldreachouttotheSheddAquariumtodeterminewhatuniqueopportunitiescould result.Tryaskingyourselfwhatyoubelievewouldbefunorexcitingtodo;chancesare,thepeople whochooseyourcompanytohangoutwithwillshareyouropinion
Considertheneedsofyourpotentialcustomersandbeinventive
Aswetendtorecommendwhatisbestforourclients,youshouldconsiderwhatisbestforyour clientsandwhatmakesyourregionuniqueInthisinstance,we'reaskingyoutogoaboveandbeyond, asyourbusinessispresumablyalreadycapitalizingonwhatmakesyourregionunique,right?
However,mostMICEgroupswillneedafewessentialitems!Itisnecessarytoaccountforandprovide accommodatingfacilities(thinkconferencerooms),technicalequipmentforevents(suchasWiFi), catering,andsecurity.Thetimehascometoscoutoutlocationsthatnotonlyprovidethese necessities,butcanalsogivethisgroupagenuinetasteofyourlocationPerhapsyoufindanice conferenceroominalocalartmuseumoracateringservicethatcanserveyourgroup'straditional cuisinewithalocaltwistTheoptionsarelimitless!
Providesampleorpreviousitineraries.
OnceyoubeginpromotingthatyoucanaccommodateMICEgroups,itislikelythatthosecontacting youarecomparingoptions.Providingsampleitineraries,whetherrealorfictitious,isoneofthebest waystopersuadethemthatyourcompanyistherightfitWithphysicalexamplesofwhatyoucando forthem,theyaremorelikelytohireyouandwillhaveaclearerideaofwhattheydesire.Keepin mindthatyouwilllikelycommunicatewithRepresentativeRyan,apersonwhoseekstopleasea diversegroupofindividuals.Followsuggestion#2andbeinventive!Offerawiderangeofactivities andopportunitiessothattheycanseeyourcapabilitiesDetailyouritinerariestodemonstratethat youareontopofthings.
But,aboveall...
4.Beyourself
Becauseyouareyou,youaregoodatwhatyoudo!Youunderstandyourregionandyourbusiness betterthananyoneelse,andwiththepropermarketingandadvertising,youwillattracttheideal clienteleAdaptMICEtravelcriteriatofityourorganization,notviceversa