from English. (Meetings, Incentives, Conferences and Exhibitions)
👉 Key segment for hotel profitability, beyond vacation tourism.
📊 What is MICE?
MICE is the English acronym for meetings, incentives, conferences and exhibitions, and refers to business tourism that revolves around corporate events, incentive trips, congresses and fairs. This segment represents a fundamental part for many hotels, especially urban ones, luxury or meeting spaces.
MICE clients usually have a higher average spending, , advance planning and group stays. Attracting this profile requires adequate infrastructure (salons, technology, catering) and a specialized commercial strategy.
✅ Importance of the MICE segment
- Contribute diversified income, beyond the sale of rooms.
- Generates occupancy in low season or weekdays.
- promotes the cross sale of services (F&B, social events, activities).
- reinforces the Positioning of the hotel as a corporate or event venue.
- It is usually accompanied by Advance reservation and less price sensitivity.
📘 Practical example
A hotel receives a medical congress of 150 attendees for 3 days:
- They occupy rooms, consume in the restaurant and use the lounges.
- They hire coffee breaks, meals, audiovisuals and support staff.
→ This event generates income greater than 150 individual stays and strengthens the reputation of the hotel in the professional sector.
