As the hotel landscape continues to shift with evolving market dynamics and guest expectations, it's essential to stay ahead. One of the best tried and true ways that hotels can stay ahead is to generate and convert more MICE business. The MICE (Meetings, Incentives, Conferences, and Exhibitions) segment can elevate your hotel to new heights, intertwining sales growth with the development of meaningful relationships.
In this guide, we're going to dive into what MICE is, why MICE business may or may not be beneficial to your hotel, and offer you five powerful tips to enhance your hotel's MICE business. Get ready to transform your property into a leading choice for groups and events, with insights and strategies tailored for the modern hotelier.
What is MICE in a Hotel?
MICE stands for Meetings, Incentives, Conferences, and Exhibitions. It is a type of tourism where large groups, planned well in advance, are brought together for a particular purpose. MICE is known for its extensive planning and professional organizational structure that caters to business, academic, or promotional events. This sector plays a critical role in the global tourism industry, driving business travel and facilitating networking, educational, and promotional opportunities.
Why is MICE Business good for my hotel?
MICE business is good for your hotel because it attracts a high volume of business travelers and generates significant revenue. Hosting MICE events increases occupancy rates, boosts food and beverage sales, and elevates the hotel's profile within the industry. It also provides opportunities for repeat business, as satisfied corporate clients are likely to choose your venue for future events. Additionally, MICE guests often extend their stays for leisure, further increasing revenue. Engaging in the MICE market positions your hotel as a key player in the business travel sector, enhancing its competitiveness and profitability.
5 Great Ways to Grow Your MICE Business:
1. Leverage LinkedIn for Networking and Social Selling
Why LinkedIn? With over 700 million professionals, LinkedIn stands as a powerhouse for networking and social selling. For hoteliers, it’s a goldmine for connecting with event planners, corporate travel managers, and other decision-makers in the travel and hospitality industry.
Cory Falter, Partner at Lure Agency, and President of HSMAI San Diego has this advice:
- Personalize Your Approach: Begin by optimizing your profile to reflect your unique value proposition. Then, engage with your connections by sharing insightful content about industry trends, hotel updates, or successful event stories hosted at your property. Remember, the key is to add value to your network, not just sell your services.
- Join Relevant Groups: LinkedIn groups are a fantastic way to meet like-minded professionals. Participate in discussions, answer questions, and share relevant content to position yourself as a thought leader.
- Use LinkedIn Sales Navigator: This premium feature offers advanced search capabilities and personalized algorithm recommendations to help you find and connect with potential leads more effectively.
(Want to learn how to be an expert on social selling? You can watch our latest 2 part series here!)
2. Create Value-Driven Content
Content marketing is not new, but its effectiveness in lead generation cannot be overstated. Create content that addresses the specific needs and pain points of your target audience.
- Blog Posts: Share insights on organizing successful corporate events, tips for a memorable wedding at your hotel, or local attractions that can make any stay extraordinary.
- Videos: A behind-the-scenes look at your hotel operations, testimonials from satisfied guests, or a virtual tour of your property can significantly engage potential clients.
- Infographics and Graphs: Visual content is more likely to be shared and remembered. Create infographics that show the benefits of hosting events at your hotel or graphs highlighting recent trends in hospitality.
3. Optimize Your Website for Direct Bookings
Your website is your digital storefront, and optimizing it for direct bookings is crucial. Ensure your website is:
- User-Friendly: A seamless, mobile-responsive design that makes booking as easy as possible.
- SEO-Optimized: Use keywords that potential guests are searching for. Regularly update your content to improve your search engine ranking. You can find out more by using great tools like Ahrefs to track your keyword ranking
- Equipped with Chatbots: AI chatbots like Asksuite can provide instant assistance to visitors, answer their queries, and guide them through the booking process.
4. Engage in Email Marketing
Email marketing remains one of the most effective tools for direct communication with potential leads. However, the key to successful email marketing is personalization.
- Segment Your Audience: Tailor your messages based on the recipient's previous interactions with your hotel, their preferences, and their stage in the customer journey. A great MICE software solution allows you to do this with ease.
- Offer Exclusive Deals: Use email to inform your subscribers about special offers, upcoming events, or loyalty programs. Exclusive deals can incentivize bookings and foster loyalty.
5. Partner with Local Businesses
Building relationships with local businesses can create mutually beneficial referral opportunities. For example, partner with nearby attractions, restaurants, and event venues to offer package deals or special promotions. This not only enhances the guest experience but also broadens your reach to potential leads who are interested in local experiences.
- Cross-Promotion: Collaborate on social media campaigns or co-host events to leverage each other's audiences.
- Referral Incentives: Offer incentives for businesses that refer guests to your hotel, creating a win-win scenario for both parties.
Bringing it All Together:
By combining a great inbound strategy, networking, and partnerships, you can turn your hotel into a MICE powerhouse. A great MICE team needs a great MICE software solution to convert great business from the flood of leads you can expect. At Event Temple we believe great MICE software is easy to use, integrated, scalable to your needs and delivers an impeccable customer experience. If you are looking to convert more group sales and event sales, our team would be happy to help you further.
