As a tour operator and travel expert, you have probably heard the acronym MICE at least once. Even though it sounds like someone is yelling about small rodents, it is not something to disregard. In fact, you should consider incorporating this into your existing tour business.

FOR STARTERS, WHAT DOES MICE MEAN?
MICE is an acronym that refers to "meetings, incentives, conventions/conferences, and exhibitions." According to Tarun Bhardwaj of Financial Express(opens in a new tab), MICE "has now become an integral part of the international travel and hospitality industry"; as an industry. MICE tour typically refers to corporate groups traveling for a specific purpose, such as to attend an international meeting, reap the rewards of an incentive trip, attend a conference or convention, etc. Consider it an audience that could be accessible to any tour operator (assuming, of course, that you are interested in hosting them).

WHY SHOULD YOU CATER TO MICE GROUPS?
This market is growing due to an increase in European spending on MICE travel(opens in a new tab). According to Galina Kulakova of Amara, more countries and businesses are planning to increase spending on international conferences and destination meetings, and more than half of all business travel is MICE tourism(opens in a new tab). MICE groups are also known to spend more overall due to the company's tendency to cover the majority, if not all, of the costs, thereby increasing the spending power of the travelers. This is beneficial not only for your business but also for the local economy, particularly if you operate in a region where the tourism industry is still developing. If you find yourself in a bit of a rut during the shoulder or low seasons, it can also be an excellent way to reduce seasonal limitations.

Now you understand what MICE groups are and why you should target them for marketing. But how do you utilize them?
This depends entirely on the type of group you're hosting, but if a MICE group chooses your company, then they like what they see; therefore, consider it a customized group tour. Establish what they need to accomplish on their trip (including the purpose of the trip and what they want to do or see), who will be in the group, when they will arrive, how long they will stay, and everything else. Aside from the logistics, the Tourism EuropeIncoming team believes you should also consider the following advice.

1. Become an authority on your location and build relationships
Our clients at Chicago Travel & Tours(opens in a new tab) have hosted a number of MICE groups in the past, and they shared a great deal of information with us during the development of their new website. They have not only positioned themselves as experts in the Chicago area, but they have also taken the time to cultivate relationships with local businesses and individuals. The plan is to expand the variety of activities that they can provide. Consider who you can network with in your area, and then take action to meet with them and discuss business. Suppose, for instance, you are based in Chicago, like Chicago Travel & Tours. Perhaps you establish a relationship with Wrigley Field administrators in order to arrange private tours of the stadium or meet the Chicago Cubs' manager. Perhaps you should reach out to the Shedd Aquarium to determine what unique opportunities could result. Try asking yourself what you believe would be fun or exciting to do; chances are, the people who choose your company to hang out with will share your opinion.

Consider the needs of your potential customers and be inventive
As we tend to recommend what is best for our clients, you should consider what is best for your clients and what makes your region unique. In this instance, we're asking you to go above and beyond, as your business is presumably already capitalizing on what makes your region unique, right?

However, most MICE groups will need a few essential items! It is necessary to account for and provide accommodating facilities (think conference rooms), technical equipment for events (such as WiFi), catering, and security. The time has come to scout out locations that not only provide these necessities, but can also give this group a genuine taste of your location. Perhaps you find a nice conference room in a local art museum or a catering service that can serve your group's traditional cuisine with a local twist. The options are limitless!

Provide sample or previous itineraries.
Once you begin promoting that you can accommodate MICE groups, it is likely that those contacting you are comparing options. Providing sample itineraries, whether real or fictitious, is one of the best ways to persuade them that your company is the right fit. With physical examples of what you can do for them, they are more likely to hire you and will have a clearer idea of what they desire. Keep in mind that you will likely communicate with Representative Ryan, a person who seeks to please a diverse group of individuals. Follow suggestion #2 and be inventive! Offer a wide range of activities and opportunities so that they can see your capabilities. Detail your itineraries to demonstrate that you are on top of things.

But, above all...

4. Be yourself
Because you are you, you are good at what you do! You understand your region and your business better than anyone else, and with the proper marketing and advertising, you will attract the ideal clientele. Adapt MICE travel criteria to fit your organization, not vice versa.