MICE -- Meetings, Incentives, Conferences, Events

MICE -- Meetings, Incentives, Conferences, Events -- covers the entire group and event business of a hotel. It is a revenue segment with its own requirements: full-cost pricing, minimum spend, AV setup, coordination with F&B and rooms.

A meeting room without working pricing is not an advantage. It is an invitation to sell below cost.

What we see in practice: A countryside hotel with two meeting rooms and 65 guest rooms handles 38 group inquiries a year. Twenty-two go out as a basic PDF quote, with no calculated minimum and no negotiation margin. Six deals don't close because the conditions aren't clear enough, or the quote leaves no room. At a EUR 3,800 average per event, that adds up to EUR 23,000 in unrealized potential. On top of that: when the PMS and event planning aren't connected, you get double bookings and coordination errors. The MICE segment needs its own setup -- not a side note to the rooms business.