The MICE Trap

Hyatt on the Bund's resident manager Peter Hildebrand tells us what hotels can offer to those in the MICE industry.

City Weekend: What is MICE?

Peter Hildebrand: MICE is an acronym for "Meetings, Incentives, Conferences and Events." In the hospitality industry, this is one of the most important and profitable segments of our business.

Why?

Not only do they generate significant revenue, but a successful event can also improve a hotel's reputation and create more awareness of the hotel within the industry and even the city or country.

Who are the primary clients?

MICE packages mainly target medium-sized and multinational corporations, conference organizers, Destination Management Companies (DMCs), Professional Conference Organizers (PCOs), associations and some travel agents.

Why are MICE promotions attractive to these groups?

MICE packages normally cover everything including guest accommodation, meeting space rental, audio-visual needs, meals, coffee breaks, etc. These packages offer value for money when compared to the prices which would usually be charged for each individual element alone, thus they allow clients to get maximum value for the budget, and also ease the workload of organizers.

What services do you think hotels are better equipped to offer?

The biggest advantage for hotels is that they provide everything under one roof--the meeting space, accommodation, drinking / dining venues and recreational facilities. MICE-oriented hotels provide a convenient "one-stop shopping" solution for organizers.

What does the Hyatt on the Bund offer?

We provide standard packages and also tailor-made programs upon request plus some additional benefits on a seasonal basis. The hotel's MICE sales team and events team are always here to explain benefits and answer your questions.