Hyatt's European MICE Enquiries Surge 20% as Business Travel Booms
Hyatt's European portfolio has seen a significant boost in Meetings, Incentives, Conferences, and Exhibitions (MICE) enquiries, with a 20% increase from 2022 to 2023. This surge in interest is driven by a revival in business travel and a growing demand for unique and enriching experiences.
Spain led the way with nearly a 50% rise in MICE interest, followed by the UK and Germany with increases of 25% and 31% respectively. Hyatt's extensive European portfolio, boasting over 200 hotels and 45,000 rooms, is well-positioned to cater to this growing demand. The company plans to open 70 new hotels in the coming years, further expanding its offerings.
The MICE sector's revival is also tied to the rise of 'bleisure', with over 80% of corporate travellers now blending business trips with leisure activities. Hyatt's Unique Venues platform showcases singular MICE spaces, such as the historic Masonic Temple at Andaz London Liverpool Street, appealing to travellers seeking diverse and enriching experiences. The Grand Hyatt Barcelona, for instance, offers unique MICE facilities alongside stunning views of Barcelona's iconic sights.
With business travel surpassing pre-pandemic levels and a third of business travellers wanting to involve their families, the MICE sector's revival is set to continue. Hyatt's expanding portfolio and unique offerings position it well to capitalise on this growth, providing travellers with memorable and enriching experiences.
