On Tuesday, June 30, Development Counsellors International (DCI) welcomed marketing professionals representing destinations around the globe to a discussion on the meetings, incentives, conventions and event (MICE) industry. Our panel consisted of experts in the meetings and convention industry:
· Kathleen Leuba, Executive Vice President, Mondotels: America’s industry leader in sales and marketing to the MICE market
· Betsy Bair, Editorial Director, MeetingsNet: Publisher of six meetings publications, including Corporate Meetings & Incentives and Association Meetings
· Agnès Canonica, Director – International Services, Meetings & Incentives: Leading international meeting planner for Fortune 100 companies
It’s no secret that the MICE industry has taken a hit recently. With the lagging global economy, corporations are cutting back on staff travel, off-site meetings and incentive trips. In addition, there is the “AIG effect” - a term used to describe the stigma of frivolity, waste and overindulgence that became associated with corporate retreats and meetings this past fall.
The discussion, however, was definitely more hopeful than gloomy. The experts offered advice for what destinations can do to grow group sales. Consumers still feel the need to belong to associations and to have the face-to-face contact with colleagues and professional counterparts. Most will continue to pay their dues out of their own pockets and travel to annual meetings.
Despite the woes of corporate and incentive travel, association travel will continue to be a source or revenue for cities or destinations. Our experts had suggestions for targeting associations and bringing them to your destination:
· Associations are a niche market and want to be treated as such. Know who you are pitching and exactly why your destination would be a great host for their meeting. Be specific.
· Don’t give too deep of a discount on hotel rates. A great group rate with a marginal discount is all you need for an association. Setting room rates too low will undercut your value. Where you can promote the most value to meeting planners is with experiences in your destination, such as discounts at museums, restaurants and attractions.
· Invest in a MICE database. Knowing which associations have come to your destination in the past will help, because they will be likely to return. Maintain contact with meeting planners, because they often work with many associations, and will return to wherever they’ve had favorable experiences.
· Play up volunteer opportunities and green aspects of your destination. Meeting planners are looking for ways for their attendees to have unique experiences, save money and reduce the waste and carbon footprints of their meetings.
There are thousands of associations around the world and our panel of experts believes that they are a market that is still traveling despite economic woes. Full hotel rooms and food and beverage sales are quantitative, and it’s easy to see the value and ROI of marketing to these associations.
Has your destination compiled any alluring offers to court the MICE market?
Scroll down to “comments” below to tell us about it.
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