The Meetings, Incentives,
Conferences and Exhibitions
Industry
Professor Adele Ladkin
Head of MICE Research Unit
School of Services Management
Research Issues (1)
• An immature industry
• Definitions - MICE used as generic term, and
varying terminology
• Fragmentation of the Industry
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Sectors (meetings, incentives, conventions, exhibitions)
Buyers (corporate and association)
Suppliers (destinations, venues, accommodation, f&B)
Industry Organisations (trade associations, NTO’s,
convention bureaus, consultants, trade media etc)
Research Issues (2)
• MICE Statistics
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No Single body for data collection
Limited coverage
Lack of data
Sensitivity of data
The Global MICE Industry
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Difficult to measure
Regional and Country analysis easier
linked to business tourism
Europe is the focus for major exhibitions
USA leading for incentives research
Asia is major growth area
The conventions and Meetings
Industry
• Global Estimates
• The UK Conference Market
The UK Conference Market
• Data from the British Conference Market Trends Survey 2001
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1.4 million conferences took place in 2001
overall value £6.6 billion (2000)
71% in urban/airport hotels
average duration of residential conferences 2.4 days
59% corporate events ,25% government events, 14% association
events
Average number of delegates 46 daily, 50 residential
20% of conferences had overseas delegates attending
34% booked by PCO
5% of conferences held in conjunction with exhibitions
rates per delegate per day for non-residential= £26-50, residential,
average of £123
Trends in the Business
Environment
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Improving facilities and more competition
very competitive pricing
strength of the global economy
globalisation of business
shorter conferences with fewer
delegates/increasing time constraints
• increase in relationship marketing
• shorter lead times
• rapid growth in supply of venues
Trends in the Technological
Environment
• Web/video conferencing
• greater demand and expectations from
conference organisers and delegates
• IT development - low expertise in supplier
base
• On-line booking
• E-commerce facilities provided at venues
Human Resource Issues
• lack of skilled human resources
• recruitment and retention of staff linked to
terms and conditions of employment
• need for improved training and education
• lack of foreign language expertise at UK
venues
• Rates of Pay
• Professional status and career structure
Quality Issues
• Quality of venue facilities
• Quality of accommodation
• Quality of service
Marketing and Selling Issues
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Increase in relationship marketing
direct flights and shrinking journey times
on-line booking
fragmentation of UK market due to regional
segmentation
• reduction in overseas marketing of the UK
by VisitBritain due to budget constraints
• Importance of representation at
International Exhibitions
Competitive Forces to challenge
the UK industry
• Specific Destinations
– Ireland, EU Countries
– Eastern Europe, Middle East, Asia , USA,
Australia
• Economic
– The value of Sterling and the Euro
• Technology
– Access to Broadband, and willingness to use
new technologies
Competitive Forces to challenge
the UK industry
• Human Resource Issues
– Lack of training and poor image
– Poor quality of service
• Infrastructure
– lack of total space and flexible venue space
• Marketing
– Aggressive competitors with more marketing
funding
Venue Selection and Satisfaction
• Conference Venue Selection
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cost
location and access
time and duration
size of conference
configuration of rooms
destination image
Venue Selection and Satisfaction
• Who organises conferences?
– Executive Board
– Local Committee
– Professional Meeting Planner or Conference
Organiser
– Hotel/Banqueting Manager
– PA/Secretary
Venue Selection and Satisfaction
• Factors for a successful event
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high ratio of space to participants
breakout rooms
audio visual capabilities
control of lighting and temperature
competitive pricing
high quality food and beverage
quality of service
Career Profile Research
• Key findings:
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1/3 had a vocational education in tourism/hospitality
salary between £15,000 to £30,000
2/3 female
key motivation for joining and working industry
‘people’ the ‘creative’ opportunities
– high levels of job satisfaction - exciting and dynamic
– evidence of mobility, but commitment to industry
Further Information
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MRU Website
www.uia.org
www.icca.nl
British Association of Conference
Destinations
• Reading - see handout