The MICE market has been evolving in recent years.

  • Meeting spend is rising globally. It is being led by the Asia Pacific region with a 2.1% expected rise predicted for 2016.
  • Incentive travel experienced a strong year in 2015 and 36% of travel industry professionals expect to spend more than $4,000 per person in 2016.
  • Conferencing and trade shows grew at an annual rate of 3.6% in the USA between 2010 and 2015.
  • Exhibitions within the trade show industry are predicted to grow by 2.4% in 2016.

Social Media, New Media, and Industry trends will make organizers seek out creative and innovative Hotels that are capable of delivering a little extra.

I have been following The South by Southwest® (SXSW®) Conferences. Of course, this has a multipurpose. Some of it is for the content and information, and the other part involves following how the Hotel Industry responds to this type of information flow that comes to a large group that utilizes and communicate MICE through Social Media and New Media. And this communication reflects how trends impact MICE.

The sharing and disruptive economy have become parts of our lives today. Consumers have adjusted to this fast pace of information flow. Hotels need to start to do the same.

Social influencers have the right target following across different social media channels and reach relevant to brands, so the only way for brands to tap into a new market is to collaborate with them. It is not only about the numbers but, in general, they will also have a large following, which makes them even more attractive for the brand. Unfortunately, the Hotel industry is still behind here.

Event blogging and sharing is a great way to reach out to your Hotels community. Remember the Social Media community is not hiding the information for you. It is out there, just learns how to listen to communication that is going on.

I pulled out three Twitter streams that I currently am listening to to give you an idea of some of the information your Hotel can take advantage of.




MICE is the perfect matchup between online and offline events. This is the glue that will connect the Hospitality Industry with business professionals. Start to take the MICE market to a new level today.

Mice Trends 2016

Credit: Michelle Mangan – The Europe Hotel & Resort

What are some of the most exciting MICE trends your foresee for 2016?

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Michelle Mangan works on the digital marketing for The Europe Hotel & Resort, a five-star luxury hotel, located in Co. Kerry, Ireland.

About the author

Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast