HOSPITALITY insiders are reporting that MICE market in China has grown this year, but face challenges from the trickier MICE buyers led by the young generation. Most of them are millennials, who are more prone to making last minute decision and are less likely to be loyal to a brand.

Hotel’s meeting planners are innovating MICE concept to make them more competitive in the market, expanding the MICE venue from the traditional ballrooms and making the meeting, traditionally prim and proper, more interactive and creative.

Despite the slowdown in the economy, China remained one of the fastest growing business travel markets in the world, according to the Global Business Travel Association’s latest business travel forecast released last month.

The forecast reports that total business travel spending is expected to grow 9.2 percent this year reaching US$317.9 billion. In 2017, another 8.4 percent increase is expected bringing the total Chinese business travel spend to US$344.6 billion.

Domestic business travel compromises 42 percent of MICE activity and Shanghai hosted 27 percent of MICE trips in China, according to last year’s statistics.

“I think the opening of Disneyland in Pudong and National Exhibition and Convention Center (Shanghai) in Hongqiao explain the growth,” said Maureen Chen, director of sales at event booking center, JW Marriott Hotel Shanghai at Tomorrow Square.

However, winning clients is becoming harder than before.

“The MICE business is looking to confirm at the very last minute compared with the previous trends,” said Matris Zhu, director of sales-MICE at Kerry Hotel, Pudong Shanghai.

That brings the business much more uncertainty and challenges hotel’s flexibility, Zhu explained.

JW Marriott’s Chen said that is because decision makers are dominated by young generation, who prefer highly efficient meeting planning and arrangement, creative and interactive meeting experiences.

“The young generation is more open-minded so they choose the best on offer by different hotels, unlike their predecessors who preferred to establish a long-term partnership with an exclusive hotel,” Chen elaborated.

That pushes meeting planners to innovate their packages, make them more impressive, creative and distinctive.

The most important thing for a meeting planner today is “whether it provides an inspirational learning environment and if it is motivating for the delegates,” said Mark Cooper, CEO of The International Association of Conference Centres, a global professional association which represents small to medium sized venues focused on meetings, training courses and conferences.

Local five-star hotels are expanding their ballrooms and function rooms to presidential suite, terrace, gym, swimming pool, even the basketball and park to impress MICE attendants. Boring presentations and speeches are replaced by outdoor activities.

“Everyone these days are looking for healthy activities and dynamic team building options so it was best to go into the direction of incorporating physical wellness into our MICE business,” said Zhu from Kerry Hotel.

Meeting in the park

Kerry Hotel, Pudong Shanghai has expanded its MICE venue to the Century Park across the street, with fresh air, leafy trees and expansive area. An one-hour boot camp, including running and exercise; 5-kilometer or 10km jog; morning group exercise are available for the hotel’s MICE guests.

Andrew West, director of Kerry Sports, customizes exercise programs based on client’s need.

“We had one MICE group that had a lot of runners who were very interested in early morning exercise. We organized two strong runners from our team to go out with the group and enjoy running around the Century Park at 6am every morning for three days of their conference. We offered two different speeds and two different distances matching the ability of the clients,” West said.

When the weather is not good enough for outdoor activities, MICE guests can stay at hotel’s gym and enjoy spinning class, yoga, high-energy dance and group activities tailor-made by the hotel.

Well-being business

JW Marriott Hotel Shanghai at Tomorrow Square has launched its well-being MICE package to promote a work-life balance concept. The package starts with an one-hour of fun exercise at the hotel’s terrace pool prior to the start of the meeting. The exercises are highlighted by relay race, resistance band training and interactive group activities. Each attendant should remember all the people’s name in group or he/she will be punished and asked to do push-ups.

To highlight the concept of well-being, the hotel has launched a coffee break with a theme of health. Meeting attendants can make their own dessert or snack based on seasonal ingredients prepared by the hotel’s culinary team. Moreover, a 15-minute shoulder massage is offered by the hotel’s spa therapist during the meeting break. The whole-day meeting can be ended with a healthy dinner customized by the executive chef, who uses organic ingredients and focuses on balanced diet.

“We aim to cultivate a unique meeting experience that helps guests feel productive, inspired and creative. The meeting package reverses the formal traditional meeting module by incorporating mood-enhancing touches for delegates. It not only meets the guests’ need for a balanced feeling, it also promotes efficiency,” said the hotel’s General Manager Silvio Rosenberger.

Meeting and playing

For a group of more than 20 people, Hyatt Regency Chongming is an ideal option. The hotel-and-resort, both business and holiday friendly, is located in the east end of Chongming Island, the third largest island in China. The property is 5km from the Yangtze River bank. It has a basketball court and a football ground that covers an area of 3,500 square meters. The hotel has launched a new off-the ballroom meeting program that combines farming, sports, game and self-exploration. That makes meeting attendants feel like working while vacationing. Program named “treasure hunt” divides attendants into four groups, each of which is assigned to complete six tasks such as roasting sweet potato and playing American football. Program named “empathy” is aimed at helping attendants to self-explore, which includes 60-minute meditation and a 60-minute swimming relay. Meeting organizers can also choose a simple program featuring a 5km jogging.

Small and beautiful

Besides large-scale conferences, small but high-end meetings account for a large amount of MICE business. However, most of the hotel’s function rooms for a small group is actually the temporary space that separates the ballroom, which not only lacks privacy but is also hard to impress the delegates.

Hyatt on the Bund launched a chairman suite MICE package for meeting organizers who want to host small high-end events. Located on the top floor of the hotel, the 300-square-meter two-story suite, features a separate sitting area, an in-room bar and a 100-square-meter rooftop terrace with outdoor jetted tub and breathtaking views of the Bund and Lujiazui skyline.

“Our chairman suite once hosted a new product launch event for a famous South Korean shoes brand, which invited some VIP guests and celebrities. Our bartender serves guests cocktail and drink on the first floor and the second floor is decorated as a show room to display the product. There’s a jacuzzi tub on terrace, which was temporarily transformed into an impressive fish pond,” said Andrea Wiedemann, director of sales and marketing at Hyatt on the Bund.