MICE

Whenever we think of travel the first image in our mind is that of tourist going
to a destination to have fun, entertainment and good time .however this is not
true for all travellers, there are some travellers who go on a serious note. They
go to a destination for work or to conduct some business hence the name
business traveller.
A business traveller is a person with very different needs than those of the
tourist. he/she harp on time and is more inclined towards comfort and service
.unlike the ordinary tourist they do not cringe on money and are most
interested in smooth going rather than value for money .this so happens
because most business travels is covered by the company.
Business travel can range from selling product from meeting clients ,bringing a
new business /can be plain and simply going for striking a deal . For many
operators in tourism industry business travel is critical to success on year
round basis .about 85% of all air travel is business related. Similarly many
hotels are oriented towards catering to the business travellers and then design
their facility keeping them target market. Alongside the individual business
trait and the activities of those involved in transporting goods ,the other
streams of business tourism has been trade fairs ,product launches ,trading
seminars ,sales meet.
Here people from region or region or industry would gather to exchange
professional news, sell and promote their own product .trade fairs are not a
recent invention as they date back to century .one such fair that has carried
on is the pusher cattle fair which started in the early 19
th
century that is carried
on till this date .
A whole new industry has risen to meet the growing demand of new business
traveller.
In the corporate sector people are travelling for entirely new reasons not
known to common people. It is this activity that has given rise to a whole range
of activities that are popularly called MICE tourism. Major source of revenue of
tourism industry comes from MICE. This segment generates a lot of revenue
and business within the hotel and industry.
NEEDS OF A BUSINESS TRAVELLER
A business traveller is one of the most demanding lot .He/she looks for the
best and not cheapest and is not worried about the cost.
Following are the needs of the business traveller.
SPEED AND CHOICE: time is very important, so is flexibility to change
flights, accommodation and travel time to suit his needs at the last
minute and to cater his changing schedule.
RELIABILITY: since time is important so does reliability becomes a big
issue. Delays because of flight cancellation means a day lost.
COMFORT AND PRESTIGE: a business traveller because of his busy
schedule like chose ultimate comfort to reach her/his destination in
complete control.
INFORMATION: since he is going on business trip. It is important to have
constant contact with the company concerned. It is also important to be
in touch with the latest business news and update information.
CREDIT: to meet unforeseen circumstances access for credit is required.
SECRETARIAL SERVICE: secretarial facility and fixing of business
appointment are some other needs that are also required.

MEETING, CONFERENCES AND CONVENTION
As per oxford dictionary a meeting is an assembly or coming together of
people.
A seminar is a specialist gathering.
A workshop is a place of meeting for concreted activity.
Conference is a meeting for discussion.
In a very remote way all of them convey the same meaning that people come
together for a purpose.
CONFERENCE CENTRE
By definition and design a conference centre is a specialized hospitality
operation dedicated to facilitating and supporting conferences.
Because meeting and conferences are main source of revenue these centre are
design so as to meet the specialized needs of the individual attending meeting
or conferences .a conference centre design emphasise on comfort and privacy
for the group holding meeting in the facility. Conference centre usually offer a
separate dining room offering buffet service of meals.
Refreshment breaks are another unique feature of conference centres.
Another point of distinction for conference centres is their ability to provide all
audio video equipment. The conference centre has unique pricing strategy that
allows customer to buy every things required for conferences at one place.
Conference centre charge one price that is all inclusive of meals, rooms,
meeting rooms .AV equipment, secretarial assistant, coffee breaks and paper
supply etc needed for the conference .This complete meeting plan package is
advantageous to the planners because they know exactly what the meeting is
going to cost.
CONVENTION MANAGEMENT
The role of meeting planner varies from meeting to meeting and organisation
to organisation. But in general meeting planner have the following
responsibility in following areas.
PRE MEETING ACTIVITIES:
a) Plan meeting agenda
b) Establish meeting objectives.
c) Attendance.
d) Set meeting budget.
e) Select meeting site.
f) Select meeting facility.
g) Plan to and fro from site
h) Arrange ground transport.
i) Organise audio visual needs.
ON-SITE ACTIVITIES
a) Pre event briefing.
b) Execute plan
c) Troubleshooting
d) People management.
POST MEETING
a) Debriefing
b) Evaluation
c) Thank you note
d) Shopping
e) Plans for the next day.
RELATED ACTIVITIES.
a) Pre-conference tour planning.
b) Entertainment arrangement.
c) Shopping arrangement.
d) Post conference planning.
This list provides an overview of many responsibilities of meeting
planners as such .this responsibilities may vary due to the nature of
association, corporation or group the planner is representing.
SITE SELECTION
Its a very important process in conducting a convention. To being the
site selection the planner must first consider the goals and objectives
that have been established for the meeting, convention or exposition.
Based on these goals they develop a meeting format or plan .the next
step is to develop a group prospectus that will enable the meeting
planner or exposition manager to determine the physical requirement
.For the meeting convenience and cost are two important factors in site
selection process .there are many types of facility that host these types
of event .these facility falls into 6 broad categories.
1) Convention centre.
2) Conference centre.
3) Resorts.
4) Hotels.
5) Multipurpose facility.
6) Cruise ships.
The following 5 site considerations are suggested when locating a convention
centre-
1) Site size is critical
2) The site should be central and accessible to quality
accommodation and major inter city transportation and terminal
for domestic delegates
3) Site should be closed to major shopping and entertainment
facility.
4) Adequate parking space within the centre.
5) Close to recreation facility and attractive surrounding is
important.
F&B FACILITY
The role of f&b facility in the overall scheme in conference or meeting should
not be underestimated.
F&b functions need more than just physical need for food they enable the
planners to set and maintain the theme for conference or meeting .they also
provide an arena for networking allow attendees to interact socially provide an
opportunity to recognise key players and allow for a break from the formal
program.
F&b function leaves a lasting function on the conference attendees. While
reviewing the potential host properties the guest may look in for
Restaurants.
Room service.
Banquet facility.
Culinary skills of staff.
Decor of dining areas.
Staffing of the hotel.
Refreshments break menus.
Availability to meet special dietary needs.
ADDITIONAL SERVICES
Services for meeting or convention are of usual kind that a businessman might
need in terms of office equipment /secretarial services .however there are
special kind of services that are also required when a conference is going on
A sample of attendee services include
Honouring credit cards
Cashing of checks
Valet cleaning /laundry
Room service
Beauty parlour
Interpreter
Child care facility
Special diets.
Medical emergency assistance
Spouse and children programs
Recreation facility
Overseas and domestic call making facility
Transport to and from airport/railway station to the facility
Adequate car parking in the service area.
Other services may also include
Pad, soft paper and pencil
Hard candy/mints
Light snacks
Tea/coffee arrangements
Provision of smoking area is permitted
Name and designation tags for delegates
Valet parking

Operation management lies in the core of the success or failure of
any convention; it is what will decide as to whether clients are
going to come back again or not to a particular destination.
In todays business scenario convention management, its operation has
become a big issue requiring the services of specialized categories of people.
Once a contract is obtained there should be no negligence in providing the
best of services once the contract is obtained and seeing to it the function of
the event a smoothly as possible.
This would perhaps require the training and development of a specialized class
of managers and staff, only then can convention be a big business to a
destination.
INCENTIVE TRAVEL
Incentive travel when broadly defined is the lure of travel trip to motivate
employee at work. Incentive travel has become increasingly popular with a lot
of company in the last few years. So much so that it has become a huge market
for the industry.
Incentive travel can be defined a as global management tour that uses an
exceptional travel experience to motivate /recognise participants for increase
level of performance in support of organisation goals. Thus incentive travel is
reward program which employee gets after reaching certain targets.
Companies that offer their employee with the possibility of an incentive trip
are generally motivated by one or more of the following reasons.
Increase in sales volume/employee productivity
Selling new accounts /slow moving items
Introducing new products
Pushing low season sale
Overtaking competition
Doing something profitable
Incentive travel is especially effective for increasing the morale and goodwill of
employees. It also offers a unique chance for the management to
communicate with the employee.
Incentive program also serve an educational purpose in the vast majority of
instances where business meeting, introduction of new product, seminars and
training program for sales people are also incorporated in the travel program.
In fact incentive travel is widely recommended by human resource experts not
only as a motivational tool but also as a salary perk for attracting talents in the
organisation.
Incentive travel is not a purchasable commodity like a inclusive tour/ticket
which means the clients will not walk into an agency or a hotel group to buy a
program.
In fact it is a work of travel agents or the hotel sale people to prospect clients
and direct their energy towards company that are interested in launching such
motivational program.
Business houses are the primary target for incentive travel, so local chambers
of commerce can also give lots of information on the groups interested in
having such program in their personnel department.
Incentive travel program can be helpful in solving many problems like
Productivity can be increased
Lines of distribution extended
Public image enhanced
EXPOSITION/EXHIBITION
An exposition/exhibition is an event designed to bring together the provider of
product/services in an environment which they can demonstrate their product
and services to a group of attendees. It is also called a trade show/industrial
show.
Trade shows are basically designed to build together individual associated with
a common business or activity for the purpose of receiving materials /products
related to their common interest.
There is a difference between exhibition and exposition and trade fair.
An exhibition is primarily a European term which particularly refers to the
travelling shows such as art exhibition. Exhibition on the other hand are
basically public shoes ,unlike trade shows that are basically business to
business .trade shows provide a forum in which players from a particular
industry can bring their wares together and exhibit it. Trade shows present
state of the art for an industry to both the exhibitor and the attendees.
Exhibitors not only sell or promote but they can also compare their product to
that of their competitor. Similarly the attendees can also examine the product
to get the best deal.
There can be different types of trade shows as per their purpose
INDUSTRIAL SHOWS: these shows are used by the manufacturer to
exhibit their product, demonstrating new product, educating the buyers
about their product. Trade shows where seller contacts all types of
buyers who are members of the trade.
PROFESSIONAL/SCIENTIFIC EXHIBITION: These are usually the meeting of
specially organisation.
Beside buying and selling purpose of organising large exposition is social
welfare .the government or various organisations in order to fulfil the
social welfare commitment organise health shows/rural shows etc.
Trade fairs are an extremely lucrative business venture and also serve a
as source of revenue for the host city and all related business.
Exhibitors have an economic impact through their use of hotels, using
restaurants to entertain potential customers an exhibition gives business to
the local carpenter, plumbers, electricians, florists ,transport ,shops etc.
Overall the economic impact the trade shows have on the community is very
significant and underscores the reason for cities becoming involved in trade
fair.
The GENERAL SERVICE CONTRACTOR is a major behind the scene player whose
function is to provide all major service to exhibitor, exhibition management
and trade shows.
Contactor actually service 2levels of customer.
Show management
The individual exhibitor.
These two customers have different needs during the set up and run the show
.the general service contractor is responsible for working with both set of
needs. The manager provides the contactor with detailed information about
the show and its needs.
List of services most general contractor provide to their 2 levels of customer.
SHOW MANAGEMNT SERVICES: it include
a) General decorating
b) Registration
c) Office
d) Entrance ways
e) Booth set up
f) Furniture
g) Signage and graphics
h) On-site coordination for shows
i) Advance planning for shows
j) Cleaning service
k) Transport and material handling

THE INDIVIDUAL EXHIBITOR: it include
a) Booth set up and detailed signage
b) Furniture rentals
c) Graphic designing
d) Installation and dismantling services.
SPECIALISED SERVICE PROVIDED BY SPECIALTY
CONTRACTOR:
There are other services that demand high level of specialised expertise. Below
is a list of specialty services that are usually sub-contacted out.
Floral.
Catering.
Photography.
Transportation.
Telephone/fax photocopies services.
Audio video rental.
Security.
Electrical.
Plumbing.
Exhibit design and construction.
All these processes are extremely complicated and demand constant
detailed communication between the show manager ,the facility ,the
general service provider speciality sub contractor and the exhibitors.
10 STEPS TO TRADE FAIR SUCCESS
The following steps are crucial for shows mangers in planning a successful
outcome for any trade show.
1) Secure management support
2) Set specific realistic objectives
3) Do a market analysis and adequate research
4) Select a specific trade show that co-insides with your market targets
with plan and adequate budget.
5) Develop pre-show promotion
6) Create professional staff
7) Learn how to sell and effectively negotiate during exhibition
8) Follow up trade show needs carefully and immediately
9) Evaluate and measure the performance of a trade show
Trade fairs and exhibition a growing marking medium provide a forum for
company to display and sell product to a specialised audience .they are cost
effective for exhibiting companies and provide economic benefits for the
hosting city. There are key player in the trade shows industry like the show
manager, the exhibitor, the contractors, the attendees/delegates and other
attendees like press and general public.
Marketing for exhibition involves the right marketing mix and requires the
right king of training and enthusiasm as more and more company become cost
conscious. They would look to trade fairs and exhibition as a major source of
promotion , making it an important component of MICE.


Discussions Compiled By:
Sahil Gulati
Institute of Hotel Management, Meerut(Lecturer)