A walk to the spice market, cooking demos for spouses, spa sessions. These are some of the value-adds hotels offer today apart from just banqueting space, to clinch the MICE business. BY MINI RIBEIRO
Banqueting facilities have always served as a revenue earning opportunity, but only with a special focus on the size of the banquet hall and the F&B offerings. However, much has changed in the past few years and MICE requirements go beyond this today. Clearly, hotels are waking up to this fact and going that extra mile.
MICE banquets is a fast growing sector in India and consists of large scale catering to domestic and international business circuit. These events are generally linked with a large number of residential guests, where by the hotel can maximise its revenue across all verticals.
The MICE market in India is very buoyant. And this increasingly competitive market demands high standards of facilities, service, technology and innovation. Strategic location, avant-garde amenities, up-to-date technology, pillar-less banquet halls, theme dinners, affordable rates, are now some of the essential prerequisites for MICE events. That’s not all. Hotels are, in fact, going all out to offer value-added services. That’s what gives them an edge over competition.
Louis Sailer, general manager of The Leela Palace New Delhi, elaborates, “MICE requirements are multi-faceted. Everything needs to fit the bill perfectly, from the location of the venue to state-of-the-art meeting facilities, multiple F&B offerings, leisure activity choices and above all, the venue along with a team that has a successful track-record of seamless execution and delivery.”
Requirements of the MICE industry are as myriad as the kind of customer. Yet, hotels are striving hard to deliver. Sachin Mylavarapu, EAM, food and beverage at The St. Regis Mumbai, analyses, “The bespoke services offered by us, are exactly what the MICE industry is looking for. MICE is an extremely important business segment for hotels. The business generated by them ensures footfalls and generates trials for hotel services. Hotels have identified the needs of MICE travellers and have improvised their services to cater to the needs of this segment. We, too, have acknowledged the importance of MICE and have curated a few MICE focused services namely, high speed internet, meeting concierge, specialised and themed meeting packages, dedicated MICE floors with options for twin occupancy in rooms, etc.”
He adds, “MICE groups prefer a dedicated group check-in desk to ensure seamless check-in for their guest that is well taken care of by the front office. Rooms with sharing options and an exclusive breakfast venue are preferred by these groups. Apart from these, the MICE customers highly value a dedicated SPOC (single point of contact), consistent reverts, hotels showcasing value for money, aesthetics and spaces that can do justice to their sponsors.”
At Trident Hyderabad, advanced capabilities and latest technology, combine with elegant interiors and dependable service, to offer a premier venue for corporate meetings, business events, conferences, social gatherings and private receptions.
Kavinder Besoya, director of sales, Trident Hyderabad informs, “Trident Hyderabad boasts of the largest pillar-less ballroom (amongst 5-star properties) in the city. The concept of height, light and space is prevalent all across the hotel which allows abundant natural light permeating through every guest area, free spaces and high ceilings ensure an inspiring and intriguing experience. Above all, it’s the staff and the legendary service that sets us apart from the rest of the hotels in the city.”
Destination experiences in MICE activities are taking on a new meaning. Planners are looking for value for money and a great destination as well. Destinations offering great value for money and a relaxed atmosphere are being preferred. Along with facilities and amenities, destinations with laid-back settings and recreational opportunities are currently gaining in popularity.
Currently, MICE technology is by far more than just a means of connectivity. Meetings and events are getting more technology-oriented today and hotels have to make sure they offer the latest. Apps downloaded on smart phones and iPads, readily accessible mobile sites and Facebook pages designed for MICE activities, are assisting planners with the registration process, enabling quick access to event itineraries. Notes taken on iPads, LCD projectors and the latest audio-visual devices, have ensured that events have been thoroughly transformed.
Corporates who are a part of MICE, seek 24X7 advanced technology along with comfortable and recreational facilities when it comes to selecting a hotel. And hotels must rise to the occasion. “All our meeting rooms are equipped with state-of-the-art functionalities,” announces Sailer and adds, “Each of the guests gets our personalised attention and tailor-made services to ensure successful business and social gatherings, we do create special packages in line with their preferences and requirements.”
Nurturing agility and flexibility in operational approaches is a must for hotels, if MICE needs are to be met today. The traditional ‘boardroom-style’ seating is being replaced by an innovative approach, where smaller cosy nooks for limited gatherings, outsized outdoor meeting spaces and different kinds of seating, are being sought after. The focus is obviously more on creating conducive settings and it is no longer a surprising sight to see participants assembled at a bar or around a campfire.
F&B services and offerings can play a vital role and enable a hotel to seal the MICE business. Mylavarapu agrees, “Food and service is surely an imperative component, as a lot of companies choose a particular hotel based on its ability to cater to volumes, create unique dining experiences and serve each of its guests with exclusivity. This factor is very well considered by our F&B team and executive chef, chef David Watson. We have specialised chefs for different cuisines who are involved right from the first meeting to understand the customised brief from each client.”
Sailer concurs, “F&B plays a major role to the overall success of any MICE event. We have global talent in our kitchen to curate personalised gastronomic experiences and themed menus using highest quality of ingredients and techniques.”
Besoya opines, “Ensuring all requirements of F&B are personally curated for the guest, plays a very significant role in making an event a success. We take the onus of making our banqueting space an extension of the host’s office or drawing room. Level of the quality of food and beverages served reflect your commitment to the event and guest directly. It is the most essential tool a hotel has to create a long lasting relationship.”
Hotels are trying to be different rather than being a ‘me too’ player. JW Marriott, Chandigarh goes a step further to cater to guests’ needs. Says Pallav Singhal, director, F&B, “It’s important for the hotel to provide a wholesome experience to their guests. Apart from great dining experience, we provide in-room welcome amenities and themed coffee breaks to refresh our customers. JW Marriott Chandigarh also offers packaged dinner services in the specialty restaurants and provides on-demand transportation options for the guests staying with us. Conducting team building activities like cooking competitions, bar competitions, if our guests require such sessions, are a value-addition. These days spouse sessions like chef interaction, spa sessions for the guests bringing their spouses to such events are quite in demand. Similarly, kids’ activities can be planned if kids are accompanying the guests. CSR activities, too, are very frequent in MICE events.”
If F&B is becoming a key differentiator for hotels, equally important is the quality of the equipment, used by them. Hotels must use only the latest and the best today to have efficiency on the core. They seek partners who can fulfil all their food service needs effectively.
Electrolux Professional’s equipment has been designed to work together for a completely integrated process, the best solution for the most demanding foodservice professionals, which involves the complete cooking of food, followed by rapid blast chilling, storage at controlled temperatures and regeneration before distribution.
Debobrata Das, senior business development manager, food service, Electrolux Professional, explains, “Over the years the demands and requirements for MICE have changed. We now need perfect, sure and safe food, more flexible equipment to optimise work flow, which can be more effective in time and resource management, energy savings with reduced weight loss and waste and needless to say, the equipment which helps to maximise profits. Our range offers the most innovative solutions, integrated and easy to use, improving the workflow in kitchens.”
He adds, “Some of the hotels we work for in India are, Marriott, Hilton, Radisson, Novotel, Westin, Sofitel, Crowne Plaza, IBIS, Sarovar, Hyatt, ITC Hotels, etc.”
Offerings apart, hotels realise the importance of creating an awareness of their service offerings in order to stay ahead of the competition. Singhal states, “Meetings, incentives, conferences and exhibitions are undoubtedly one of the major revenue earners for hospitality industry. A hotel brand should therefore be present in all MICE related literature, to ensure that it is always at the top of the mind of corporate sector. Another effective way is by organising familiarisation trips for travel agents and event managers who organise such events as they are the first point of contact with the client. It also helps to gain insights about MICE calendars of various organisations who conduct such events annually. Social media marketing of successful events is a significant tool which cannot be ignored as everyone is aiming to “go digital” these days.”
Increasingly, meeting planners, travel professionals and travellers are factoring concerns for the environment into their travel choices. Hotels, thus. have to take sustainability into account when it comes to their service offerings. Reducing waste, recycling, local produce, and many such green practices are expected by MICE groups.
A guest is always seeking something extra and that could be the key differentiator. Besoya elaborates. “We create special experiences like wine tasting dinners with a sommelier speaking about the wines and the food-pairing with these wines. We invite artists at our in-house art gallery and create a specially curated art shows by well-known artists. Live cookery shows organised with the executive chef. Walks to the spice market is another important value additions. All of these experiences come at very affordable rates or with our compliments depending on the size of
the event.”
Hotels are clearly getting serious about the MICE segment because it is lucrative. As it returns the highest value per visitor per day, they have no option but to strive hard to get the business which otherwise goes to destinations like Singapore, Macau, Dubai and Barcelona. Beautiful settings, meticulous planning, the best audio-visual and technological capabilities. A hotel must have them all to get a slice of MICE.
