The pandemic brought business travel to a halt, shifting meetings to virtual platforms like Teams. However, today’s business travel has not only rebounded but surpassed pre-pandemic levels, transforming the industry in unexpected ways.
The MICE (Meetings, Incentives, Conferences, and Exhibitions) sector is seeing a significant revival, presenting new opportunities as corporate travel evolves.
Hyatt’s European portfolio reported a 20% increase in MICE enquiries from 2022 to 2023, with Spain experiencing a nearly 50% rise. The UK and German markets saw interest in MICE increase by 25% and 31%, respectively. Clearly, the business trip is back in full swing.
Paul Dalgleish, Vice President of Sales, Revenue, and Business Development in EMEA at Hyatt, acknowledges the shift in corporate travel needs. “Fast Wi-Fi and sleek meeting rooms are no longer sufficient,” says Dalgleish. “Over 80% of corporate travellers now participate in ‘bleisure’, blending business trips with leisure activities and experiences.”
The Grand Hyatt Barcelona exemplifies this trend, offering unique MICE facilities alongside stunning views of Barcelona’s iconic sights. Data indicates that a third of business travellers want to involve their families, prompting companies to extend trips and choose hotels with comprehensive amenities.
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