The pandemic has put business travel on hold, shifting meetings to virtual platforms like Teams. However, business travel today has not only rebounded, but has surpassed pre-pandemic levels, transforming the industry in unexpected ways.
The Meetings, Incentives, Conferences and Exhibitions (MICE) sector is experiencing a significant revival, providing new opportunities as corporate travel evolves.
Hyatt's European portfolio recorded a 20% increase in MICE inquiries from 2022 to 2023, with Spain seeing a nearly 50% rise. The UK and German markets witnessed an increase in interest in the meetings, incentives, conferences and exhibitions sector by 25% and 31%, respectively. Clearly, the business trip is back in full swing.
Paul Dalglish, vice president of sales, revenue and business development for EMEA at Hyatt, acknowledges the shift in corporate travel needs. “Fast Wi-Fi and stylish meeting rooms are no longer enough,” says Dalglish. “More than 80% of business travelers now engage in ‘leisure’ travel, mixing business travel with leisure activities and experiences.”
the Grand Hyatt Barcelona It embodies this trend, offering unique MICE facilities alongside stunning views of Barcelona's famous landmarks. Data indicates that a third of business travelers want to include their families, prompting companies to extend trips and choose hotels with all-inclusive amenities.
Dalglish confirms Hayat's commitment to this new request. “Our hotels and brands in EMEA offer unique MICE offerings that cater to a wide range of events, from team building and employee incentive trips to traditional corporate travel.”
Hyatt has more than 200 hotels and 45,000 rooms across Europe, Africa and the Middle East, with 70 new hotels scheduled to open in the coming years. Dalglish is confident in the continued success of Hyatt's meetings, incentives, conferences and exhibitions (MICE) offerings. “Our philosophy, Together by Hyatt, addresses evolving preferences by offering personalized event experience guides, sustainability fact sheets, and advanced technology tools to simplify event planning.”
With the advent of remote work and the trend of digital nomadism, the line between work and leisure remains blurred. In today's world, where travel is no longer taken for granted, combining work and leisure activities has become the norm.
Hyatt's Unique Venues platform highlights unique meetings, incentives, conferences and exhibition spaces in Europe, the Middle East and Africa. For example, the Andaz London Liverpool Street not only provides a convenient gateway to the city, but also a historic 111-year-old Masonic temple. Likewise, the Hyatt Regency Barcelona Tower offers easy access to the city's financial districts and features a glass dome offering 360-degree views of the city.
As business travel gains momentum across Europe, business travelers are looking for more diverse and enriching experiences, making trips more exciting. “Who needs a Teams backend when you can get the real thing?” Dalglish concludes his talk by emphasizing the new vitality in corporate travel.
