MICE and Wellness : Diversify your offerings

UNDERSTANDING THE IMPORTANCE OF MICE IN THE HOSPITALITY INDUSTRY

MICE is much more than an acronym: it represents a key industry for hospitality, contributing up to 50% of revenue for some establishments. This activity encompasses seminars, conferences, and various events that bring together employees, partners, or clients outside the usual corporate environment.

With the rise of concerns related to CSR (Corporate Social Responsibility) and employee well-being, wellness-themed seminars have become essential. Integrating well-being-focused offerings directly responds to the growing demand for events that promote participants’ physical and mental health while boosting productivity.

WHY DIVERSIFY YOUR MICE OFFERING WITH WELLNESS?

Corporate habits are evolving. Seminars are no longer limited to traditional activities but now include wellness programs tailored to modern needs. This shift is driven by several major trends:

• CSR and employee well-being: Companies aim to retain employees by offering experiences that enhance their well-being. This includes activities like yoga, sophrology, or stress management workshops.
• The search for disconnection: After periods of intense work, participants seek venues that encourage disconnection, enhancing their focus and engagement.
• The importance of sustainability: Wellness in MICE aligns with environmental initiatives, such as eco-certified accommodations, responsible local activities, and optimized energy resources.

WHICH HOTELS CAN CAPITALIZE ON THIS TREND?

Not all hotels can meet MICE demands. However, those with suitable spaces (seminar rooms, spas, wellness infrastructures) stand out quickly:

• Business Hotels and Resorts: These establishments must strike a balance between corporate activities during the week and leisure offerings on weekends.
• Close to Nature: “Green” seminars are highly sought after, incorporating outdoor activities or workshops linked to the local ecosystem.
• Ability to Adapt Services: Providing personalized and accessible wellness experiences is essential, even for participants who are new to spa or wellness activities.

CREATING AN ATTRACTIVE MICE WELLNESS OFFER

To maximize revenue and meet client expectations, it is crucial to design a comprehensive and well-thought-out MICE offer. Here are some key steps:

1. List Your Existing Infrastructures and Services:
   Identify all wellness activities available in your establishment, such as pools, fitness rooms, health trails, or guided workshops.
2. Offer Modular Options, break down your offers into several components:
   • Open access to wellness facilities (spa, electric bikes, nature trails).
   • Supervised activities like yoga, self-massage sessions, or guided meditation.
   • Individual treatments or thematic packages for groups.
3. Include the Spa in Initial Proposals:
   The spa should appear prominently in quotes, alongside accommodation and dining. This positions wellness as a core pillar of your MICE offer.
4. Create Unique Experiences:
   Express massages, for example, are ideal for large groups with time constraints. Consider offering original workshops like laughter therapy or inspirational talks led by experts.

ANTICIPATION AND COMMUNICATION

One of the main challenges is coordinating between the hotel’s various departments (sales, spa, F&B). Smooth and proactive communication ensures that wellness is integrated from the event’s planning phase:

• Collaborate with Organizers: Provide clear tools, such as an online booking link for treatments, to simplify the process for participants.
• Adapting Timings: Offer flexible spa schedules, such as extended evening hours or activities scheduled before and after work sessions.

MICE OPPORTUNITIES THROUGH TAILORED OFFERINGS

Small groups of 7 to 10 participants are in high demand, as they allow for greater personalization. For these seminars, customized wellness workshops are a major advantage:

• Group Wellness Workshops: Postural alignment, micronutrition, guided relaxation after lunch, etc.
• Inspiring Conferences: Invite athletes or experts to reinforce the seminar’s key messages.
• Hybrid Offers: Combine productive work sessions with personalized relaxation moments to maximize the event’s impact.

TRANSFORMING MICE PARTICIPANTS INTO LOYAL CLIENTS

Don’t view only the organizing company as your client. Each participant is a potential future customer for your spa or wellness services on a personal basis.

• Offer Gift Packages: Provide discounted packages to encourage participants to return or gift your services to their loved ones.
• Collaborate with Works Councils: Promote your services to employee committees to increase your spa’s visibility and diversify your clientele.