MICE Segment

Meliá Hotels Report 24 Percent Growth in Revenues from MICE Segment

Meeting room at a Meli Hotel
Meli Hotels report 24 Percent Growth in Revenues from MICE Segment

Meli Hotels

Revenues from the MICE segment in hotels operated by Meliá Hotels International has increased by an average of 13% over the past 3 years, with significant growth of 24% in 2015. This is a trend that will continue to be positive in 2016 thanks to the recovery of major feeder markets.

According to the latest "Panorama of International Tourism" report from the WTO, business travel accounts for around 14% of international travel, and is one of the major drivers of a sustainable and profitable industry as it increases average expenditure, reduces seasonality, contributes to the regeneration of destinations, and promotes innovation in the industry.

Spain is an international leader in business travel, and the second biggest destination in the world by number of attendees at international conferences. Meliá Hotels International is the leading hotel company in the Spanish market and has over 15,000 square meters of facilities for events and meetings. The company has shown a strong capacity for the development of the MICE segment, through the creation of modern infrastructure, specialist equipment, high service standards, and innovative tools that have consolidated its leadership in the sector. Quality and product diversification are also advantages, with seven hotel brands offering creative solutions tailored to the specific needs of each customer.

Meliá currently faces the challenge of digitization of the MICE business to improve its positioning in high potential online platforms and integration with their distribution systems. Technology is also key to improving the customer experience, a trend that is shaping the future of the MICE industry. The demand for the latest communication technologies and connectivity is closely linked to the increasing internationalization and virtualization of events and meetings, networking, using social networks and mobile applications that facilitate the management and organization of events. For example, Meliá is working on the launch of a new mobile app with which customers can instantly make a request to the hotel Meeting Planner and learn more about products, amongst other possibilities.

Another trend that is defining the future of the MICE business is the development of value-added experiences which can help sway venue decisions above and beyond the price factor. In this sense, the Meliá Hotels & Resorts brand has just launched an innovative programme for sustainable events and meetings called Ecotouch by Meliá, which focuses on energy savings, climate control and reduced water consumption, aiming to save between 40 and 60% in fuel use and emissions. Ecotouch by Meliá helps the Company make progress in its commitment to environmental protection, one of the foundations of its Corporate Responsibility strategy, and also raises awareness among customers about the benefits of responsible management, making sustainability a differential added value.

The company is also still firmly committed to the renewal of emblematic hotels for the MICE segment to maintain the highest standards of quality and service, such as the Melia Sitges, Melia Barcelona Sky, Meliá Castilla, Meliá Sevilla or Melia Palas Atenea (Palma de Mallorca). In addition, the portfolio has also been enhanced by a growing number of international hotels in attractive destinations for the MICE segment such as New York (Innside New York NoMad), Paris (Meliá Paris La Defense), Milan (ME Milan), Jamaica (Meliá Braco Village) or Doha (Meliá Doha) and other new hotel openings planned for later this year in Miami (ME Miami) and Rio de Janeiro (Gran Melia Rio).

Meliá Hotels International thus continues to improve its recognition in the MICE segment, and over the past year has won two important awards from SpainDMCs and OPC Madrid, the first for its support over the years for travel agencies specializing in MICE, and the second for its professionalism and versatility in adapting to the new needs of the MICE segment.

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