Supporting the MICE Industry

The MICE sector (Meetings, Incentives, Conferences, and Exhibitions) is evolving to prioritize sustainable travel options and adapt to new trends among business travelers. This use case aims to create a real-time data tool for MICE professionals, offering personalized, AI-driven insights to meet the diverse and dynamic needs of their clients.

Challenges

  • Adapting to post-COVID market changes by prioritizing sustainable travel and accommodating the increasing trend of blending personal and business trips (“bleisure”).
  • Managing last-minute bookings and ensuring flexibility, which requires access to real-time, high-quality data.
  • Meeting hyper-personalized client demands, requiring MICE professionals to provide diverse services that blend business activities with leisure or everyday needs.
  • Responding to the growing demand for sustainable travel options, ensuring that Congress and Events organizers, agencies, hotels, concierges, and DMOs have actionable insights tailored to MICE travelers.

Solutions

  • Developing a holistic tool which integrates a wide range of data for MICE professionals (agencies, hotels, concierges, and DMOs) that provides real-time and contextualized data on multimodal transportation, leisure and cultural activities, and predictive analytics on traffic and visitor affluence.
  • Empowering professionals to offer tailored suggestions to travelers, enhancing their overall experience.
  • Supporting DMOs and event organizers with tools to assess the environmental and economic impacts of large events, enabling informed and sustainable decision-making for event organizers

Innovating to support the MICE industry

This use case will act as a data-driven concierge tool for MICE professionals, providing:

  • Expanded options to meet hyper-personalized demands, blending business services with leisure, aligning with the “bleisure” trend.
  • Sustainability insights for congress and event organizers, offering valuable data on sustainable travel options and the economic impacts of events.
  • Enhanced decision-making capabilities, ensuring more efficient, informed, and sustainable event planning and execution.
Contributors:

Co-funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Health and Digital Executive Agency (HaDEA). Neither the European Union nor HaDEA can be held responsible for them.

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