MICE isn't leisure, it is the story you tell!
The difference between MICE and Leisure clients is huge. They have different needs and travel patterns. The Leisure Industry is focused on recreation, entertainment, sports, and tourism. Business travel and MICE is more limited. Basically the attendees are working whilst travelling, The main difference between the two is wants versus necessity.
For the business traveller the location or destination is key! Ideally, the business traveller wants to be close where the MICE is held. They do not want to waste much time travelling to and from the venue.
In the MICE Industry, the attendee needs to remain connected with his or her colleagues during the trip. If it is strictly business, they want to have constant access to important files and emails. Providing an internet connection is a must in the hospitality industry. The travel agent or DMC needs to have a preferred hotel and airline partner that grants corporate rates, ensures a standard comfort, and keeps costs under control. The attendee needs to prepare for their work in the morning, and amenities like breakfast, coffee machine, iron and ironing board are essential for morning prep. The selling is about the story you tell in combination with the goals the client wants to reach.
It is the story you tell that sells......... in MICE
Leisure is a different ball game!
The Leisure traveller is?
- Price sensitive - In general, the leisure traveller wants to have the best deal for their stay. Not necessarily cheap, but good value for money
- Reviews - The leisure traveller will turn to friends, family and online reviews for recommendations. A study by Google said that 82 percent of leisure travellers rely on reviews for their choice of hotel. A negative review of a hotel hugely detrimental and is why hotels must respond to reviews and resolve issues on review websites.
- Packages - Leisure travellers are often looking for ways to enhance their travel experience and are drawn to hotel packages than the business traveler.
Facilities - Pools, evening entertainment and kids clubs for those travelling with children will be more appealing to the leisure traveler.
To have a successful business, it is important to understand the needs and wants of your customers. The same principle applies to hotels, understanding the guest differences and preferences of the business and leisure traveler will ensure that they are provided with what they really want. Trust me most of you think it is the same, but it is not!