MICE INDUSTRY TOERISME OOST- VLAANDEREN DAVID PONNET Page 1
AGENDA 1. Introduction 2. What is MICE? 3. Market potential MICE 4. Who is the MICE customer and how to receive them? 5. Inside the different MICE Segments TOERISME OOST- VLAANDEREN DAVID PONNET Page 2
1. INTRODUCTION TOERISME OOST- VLAANDEREN : DAVID PONNET Page 3
2. WHAT IS MICE? TOERISME OOST- VLAANDEREN : DAVID PONNET Page 4
3. Market potential MICE 1. Comparisons between leisure tourism and MICE 2. Trade and Macro-Economic Statistics 3. Main source markets 4. Top sectors for MICE 5. MICE destinations TOERISME OOST- VLAANDEREN : DAVID PONNET Page 5
3.1 Comparisons between leisure tourism and MICE Athough leisure tourism and MICE tourism share common infrastructure such as airlines and hotels, they have different characteristics and requirements TOERISME OOST- VLAANDEREN : DAVID PONNET
3.2 Trade and Macro-Economic Statistics According to the World Tourism Organisation (UNWTO), business travel generated 14% of the world s international tourist arrivals. Furthermore, according to IPK International, MICE accounts for around 54% of the total business travel market. If we would apply these figures to the EU + Norwegian + Swiss outbound tourism market, which consisted of almost 385 million trips in 2012, this would result in almost 29 million MICE trips. Page 7
3.3 Main source markets Germany, the UK, France, Italy and Spain represent 70% of the European business travel market according to the Global Business Travel Association (GBTA). These countries are considered to also be among the top EU markets for MICE. Business travel spending was highest in Germany with a total spending of 38 billion in 2013, followed by the UK ( 29 billion), France ( 24 billion), Italy ( 22 billion) and Spain ( 12 billion). Page 8
3.4 Top sectors for MICE Pharmaceuticals/medical, finance/banking/insurance and electronic/communications are the industry sectors in Europe with the highest demand for MICE tourism. These sectors are expected to remain the most important in the upcoming years.
3.5 MICE destinations Europe is the preferred region for EU MICE buyers due to its proximity and connectivity with Germany, Spain and the UK being the most popular destinations according to the International Congress and Convention Association (ICCA). Belgium is still recovering from the Attacks but MICE travel is picking up again. However, EU MICE buyers also organise MICE in regions outside Europe. According to IBTM, 43% of European MICE buyers organise MICE in the Americas (especially in the USA, Canada, Brazil, Argentina and Mexico), 35% in Asia (especially China, Japan, Korea, India and Thailand), 32% in the Middle East (especially United Arab Emirates, Qatar, Bahrain and Jordan), 19% in Africa (especially South Africa and Kenya) and 9.0% in Australia Pacific. Page 10
4. Who is the MICE customer and how to receive them? The oldest saying in marketing is that you need to know your customer. The MICE end clients (corporates) are almost always represented by an event agency, incentive house,.. 90% goes via an agency 10% direct to the suppliers Page 11
4. Who is the MICE customer and how to receive them? END CLIENTS Business people Extremely demanding Budget focused Very well organised Well travelled Difficult & Spoiled Used to high standards Page 12
4.1 Who is the MICE customer and how to receive them : Mice Agencies & End clients To deal successfully with the MICE agencies & end clients, the things to remember are: Give them all the facts at your fingertips, look professional, be prepared. This will give them confidence that you have the basic competence to ensure their event won t fail for some stupid deal. Recognize their influence. They enjoy being in control of the situation and they don t welcome them. Make it clear you are there to be their partner. If you are a destination make sure you bring in the big guns make sure the local powers that be write letters of support for your bid. Indicate you are there to be their partner and take time to build a personal relationship. Be flexible. Demonstrate that you floor plans and facts are just the starting point. Be proactive in developing suggestions but allow them to do it their way. Give them something that feels unique but tailored to their spec. Guarantee an excellent service & focus on the best price best quality Page 13
4.2 Become a Magician The magician : 1. Understands the needs of every client 2. Listens and react proactively on any request 3. Is 24/24 at disposal without being physically present at all times 4. Is the SPOC that is end to end responsible for this particular client 5. Is very patient 6. Is a N1 problem solver Page 14
5. Inside the different MICE segments? Page 15
5.1 Incentive Page 16
5.1.2 Incentive : Tailor made Tailormade Every client is unique Every request is unique Every experience is unique Page 17
5.1.3 Incentive : Creative Page 18
5.1.4 Incentive : Original Page 19
5.1.5 Incentive : the world is not enough Page 20
5.2 Meetings, Congresses & Events Page 21
5.2.1 Project management starts with a good intake/briefing Page 22
5.2.2 Strategic guidance Page 23
5.2.3 How can we help you? Page 24
5.2.4 Concept thinking Page 25
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