CHAPTER 2:

SECTORS INVOLVED TO MICE INDUSTRY

Chapter Objectives:
At the end of this chapter, the student must be able to:
1. Understand each sectors involved in MICE Industry;
2. Realize the Role of Hotels in MICE Industry;
3. Explain the different types of hotel that are suitable in each MICE
event;
4. Understand the benefits of MICE Industry to Hotel;
5. Explain the importance of preparing the right Food and Beverage.

Figure 1.1 Sectors Involved in MICE Industry Hotels are MICE's primary
providers and are also the main beneficiaries. About 65% of their money
is spent on hotels for rooms and hotel dining by business traveled
attending MICE events, while 15% is spent on other restaurants outside
the hotel. About 10% is expended on shopping and another 10% on local
transportation.
ROLES OF HOTEL

MICE event often take place at hotels Hotels can provide facilities, space
and function rooms, accommodations, housing for business travelers
who attend the MICE event; and food and beverage services at the
event, as well as meals for travelers who stay in the hotel. Typical hotels
have accommodation rooms, restaurants, ballrooms, meeting rooms,
swimming pools, a business center and more. In relation to MICE
activities, a hotel plays different roles depending on its facilities and the
size of the MICE event.
1. Venue Facilities
In a hotel, the services and amenities differ in size, ranging from a small
meeting room for 10 people to a wide theater for thousands of people.
For the various functions of a MICE case, different kinds of facilities can
be suitable.
2. Accommodation
The hotel must provide the following services for delegates or guests,
business travelers attending the MICE event:
When delegates and their entourages stay in the same hotel where
the convention activities are held:
• Large hotels can take advantage by housing all related
activities (in the case of a convention), including all
accommodation and food and beverage services.

 When delegates and their entourages stay in other hotels where the
convention activities are not held, the hotel or convention/exhibition
Centre which holds the convention activities should:
• Provide a range of facilities, such as transportation
• The hotels and main event venue must keep in close contact
3. Food and Beverage
In addition to providing meals such as breakfasts, lunches, afternoon
teas and dinner banquets for various sessions included in the program of
MICE activities, hotels must also provide food and drinks to delegates
and entourages through their restaurants, cafes and coffee shops, as
well service. As through room
4. Facilities on Information Technology
To facilities a smooth running of the event, hotels install the most
advanced technology, such as
• registration networking to support the on-line registration system
• attendee e-mail kiosks a center for attendees to access their email
• live Web conferencing for sessions streaming audio and video via
the Web
 • office and press room communications centers • speaker Internet
access for presentations.
TYPES OF HOTEL
Certainly, for different types of MICE activities, various types of hotel are
appropriate. Generally, based on hotel services, hotels can be divided
into five

TYPES OF HOTEL LOCATION DISTINCTIVE

 Central location  High standard of
1. Large city business  Commercial business
Hotels business  Good access services
districts nearby (250- with public  Large ballroom
600 rooms) transport  Spacious lobby
 Parking  Room service
2. Suburban hotels/  Near major
junctions  Meeting rooms
Motor Hotels
 Access to for 25-100 max
(150-250 rooms)
 Work stations
highway routes
guest room
and downtown
 Easy access
and parking
 Leisure/fitness
center
3. Large resort hotels  Nearby  Large
Nearby attractions transactions ballroom(s)
and integrated resorts  spacious  Extensive
(300-1200 rooms) meeting and
 function rooms
 Pools and
recreation
facilities
 Golf course
(features vary
according to
local property)
4. Airport hotels  Linked to or  May have
near an airport purpose-built
terminal theatre
 Easy access to  Usually provides
city and regional a range of
transport and medium-sized
highways and small
 Signposted function rooms
 Leisure/fitness
center
 Extensive
glazing and
soundproofing
(features vary
according to
local property)
5. Boutique resorts  Remote
locations  Small meeting
rooms and
 Spacious
suites
grounds
 High-quality
service
 Leisure/fitness
center
 Golf course
(features vary
according to
local property)

BENEFITS OF MICE INDUSTRY TO HOTELS

Having or creating a function space at hotel that caters for a whole
range of different purposes and visitors, which will usually translate into
extra bookings in the hotel itself.
MICE represents the niche hospitality sector which, due to its ability to
empower employees by offering dative environments and tailor-made
services, is increasingly being adopted in the corporate world. In the
hospitality industry, MICE is a profitable source of business for several
forms of operators. It is one of the travel industry's fastest growing
markets, producing millions of dollars in revenue every year MICE
activities contribute the following to the hotel sector:

• MICE accounts for up to 65% of total sales in major hotels

• MICE attendees tend to use other services of the hotels, such as
restaurants
• MICE customers have an excellent chance of becoming repeat
guests
• MICE events allow a hotel to forecast advance bookings and can
help fill gaps during low seasons
• Spouses and entourages bring in additional business
International
Major international transportation methods, such as flights, cruise ships
and trains are commonly used by MICE travelers. For MICE events that
involve international attendees, transportation plays a major role in
determining the success of an event. Cities located near major air or land
transport hubs have the advantage of being able to draw in more
attendees
Local
Once the travelers arrive at the airport, they can be connected via the
local transport system. This includes transportation from:

• Airport to hotel
• Hotel to MICE event venues
• Venues to various site visit spots  Hotel to different attractions 
Hotel to client's office.
• Hotel to central business district
• Hotel to airport
Cities offering different vehicles of public transportation enhance the
travel experience. Local public transports include:
• Water ferries
 • Land limousines, taxis, buses, shuttle buses, trains, trams, cable
cars
ATTRACTIONS
Although the main purpose for business travelers is to attend a
MICE event, they would usually prefer to visit some of the local
attractions. Most of the time, a post-conference tour is organized after
the convention for international attendees to visit the attractions in and
near the host city.
For incentive travels, visiting local attractions might even be the
objective of the trip. The MICE attendees are also good potential future
visitors to these attractions. Therefore, when deciding whether or not to
attend the MICE event, business travelers may also keep local
attractions in mind. An official travel. Agent will usually be contracted to
organize the post event tour. This travel agent also takes care of the
travel arrangements of the attendees, if necessary, by providing a local
guide.
ROLE OF FOOD & BEVERAGE IN MEETINGS AND EVENTS
Various events and meetings revolve around the food and
beverage that are served during which time the event takes place. This is
undeniable - there are so many great ideas and conversations that are
sparked during a shared meal or food. MICE and F&B are the two areas
where a hotel can truly push their revenue to 200-300 percent, simply
based on the quality of service and products they offer on a daily basis.
At one point in time repair (revenue per available room) was among the
most popular concepts. Foodservice is a crucial aspect of both hospitality
and productivity because food seems to have its place at any gathering;
it has the potential to spark conversation and create a better atmosphere
to make important decisions. There are many great reasons to offer food
and beverages during your next event, no matter what it may be.
1. Connection between Hospitality and Food
For hundreds of years, there has been a link between hospitality and
food. This can be dated all the way back to biblical times when people
would open their homes to others and break bread as a sign of friendship
and a warm welcome. It does not necessarily make this a religious
practice, but more of one that has been followed for years because of its
effectiveness. Offering delicious food gives off a great first impression
during any circumstance and allows for a creatively shared space that
invokes discussion and ultimate decision making.
2. Boosts Creative Juices Literally
Providing your guests with nutrients both metaphorically and literally
creates the ability to boost their creative juices. Fueling everyone's
bodies with food that is healthy and delicious ultimately helps to fuel their
minds; this is something that has been backed up scientifically many
times over. Brain power during these events can make all the difference.
3. Food to Brand Event
No matter what type of event you're hosting, whether it be a meeting, a
conference, or anything in between, food can help brand any event. This
leaves a lasting impression and makes you stand out, better enabling
others to hear your suggestions or consider your company.

4. be aware of changing consumer trends

People are becoming increasingly curious and concerned about where
their food comes from and how it arrives on their plate. As travelers start
to focus more on health, they're turning towards local,
Here are some things to remember
Respect your customer
Make your guest feel important and do it sincerely. They deserve your
full attention and for you to be polite and friendly.
Be honest
No one likes their trust to be taken for granted so don't overcommit or
break promises Customers usually prefer honesty
Take responsibility
If something goes wrong, own it. Even if you don't see an issue but a
customer does, you need to take responsibility for the situation and do
 everything you can to resolve their issue rather than taking the attitude
of "it's their problem".
Homegrown food options.
The takeaway here is that your hotel's food should always be restaurant
quality, with a focus on local produce and an aesthetic that will appeal to
the masses on Facebook and Instagram. Think of it as a bonus for you;
the better your food looks the more free marketing you will get from
consumers posting photos and tagging your business.
Food safety
Unfortunately, not all people can eat what they want. Various health
issues can limit the portions for people. Besides that, there are numerous
foods which can cause allergic reactions. Take that into account when
planning for your social event. You should satisfy every visitor, so be sure
to offer different types of snacks and foods at the event. The same
Situation for beverages, he more options for drinks, the better. An
important tidbit of advice is to provide healthy and safe food and drinks.
For this reason, avoid perishable products and consider foods that will
definitely be harmless.
Food is not the main element of your social event, despite all that
was mentioned above. It's an important component, which attracts
people and makes them comfortable. Your social affair must not turn into
a feast, but you should also not keep your guests famished. If you
achieve a harmony between food and activities, your event will score a
huge success.