Ms. Amy Tam
College Lecturer (Hotel, Tourism & Hospitality)
HKU SPACE Po Leung Kuk Stanley Ho Community College Email: amy.tam@hkuspace-plk.hku.hk
Tel: 39237033
Tourism and Hospitality Studies Series:
Meetings, Incentives, Conventions and
Exhibitions (M.I.C.E.)
Content Outline
PART A: Overview of the M.I.C.E. Business
PART B: M.I.C.E. Stakeholders
PART C: M.I.C.E. Planning
PART A
Overview of the M.I.C.E. Business
• The M.I.C.E. business
• M.I.C.E. sectors
• Overview of Hong Kong’s M.I.C.E. Industry
• The value of M.I.C.E. for a destination
• The term M.I.C.E. represents a sector tourism which includes business events and activities
• Travellers attending M.I.C.E. activities are business travellers
The M.I.C.E. Business
•
An event which bring people together in one place for the purpose of
sharing information and discussing and solving problems
•
Attendance range from ten to hundreds of people
•
There is no exhibit component to this event
•
Food and beverages are usually served during the event
M.I.C.E. Sectors
1. Meetings
Corporate Meetings
1.
Board Meetings
2.
Management Meetings
3.
Shareholder Meetings
4. Training Seminars 5.
External Meetings
(with partners, suppliers, and clients)
6.
Product Launches
7.Strategic Planning
8.
Corporate
Retreats
•
A management tool for rewarding and motivating employees, dealers and distributors, and in some cases, customers
•
Strong emphasis on lavish fun, unique and exclusive experiences and team-building activities
•
May include conferences or seminars
•
Usually group travel (spouses and partners may join)
2. Incentive Travel
(Source:
https://mehongkong.com/tc/m eetings-incentives/success- stories/PX-Mart-Incentive- Tour-2018.html)
Incentive Trip
held in HK
~75% of incentive trips have meeting components
(Source: Northstar Meetings Group (2011). The Incentive travel buyer’s Handbook.)
• A large-scaled event often lasting for several days
• Usually organized by associations (professional, trade or other non- corporate organizations) annually/biennially with a theme
• Purposes:
• Knowledge / views exchange
• Social networking
• Involve educational sessions, meetings and social programs
• There is usually a secondary exhibit component
• A registration fee is charged and paid by the attendees
• Delegates’ partners are usually welcome
• Can be organized into different levels: International, Regional, National
M.I.C.E. Sectors
3. Conventions (Congresses / Conferences)
Note: Conferences are usually on a shorter duration and smaller scale than congresses, aimed at exchanging views. No periodicity is required to convene a conference (Event Industry Council)
Theme
• Events to which:
•
businesses (exhibitors) set up booths in order to show products and information to potential customers
•
potential customers (attendees) attend (need an invitation or a ticket) in order to buy and/or receive expert information about the goods
being exhibited
• Types of exhibitions:
1. Consumer Fairs / Consumer Shows (B2C)
2. Trade Fairs / Trade Shows (B2B)
3. Combined / Mixed Shows (B2B / B2C)
M.I.C.E. Sectors
4. Exhibitions (Expositions)
1. Consumer Shows
• Business-to-Consumer (B2C) events; open to the general public, usually local visitors
• Attendance is usually not restricted, but an entrance fee is often charged
• Exhibitors are typically retail outlets or manufacturers of consumer-based companies
• Attendees directly buy the products from the show floor
• Most are held on weekends, or will last 3-4 days (starting on
a Thursday and ending on a Sunday)
2. Trade Shows
•
Business-to-Business (B2B) events; buyers are typically users within the industry segment
•
Attendance is restricted to members of an industry/trade association, and is often by invitation only
• Attendees must be ‘prequalified’ through verification at the time of registration
•
Wholesale trade is the primary focus (mainly sell on the basis of samples)
•
With overseas visitors and exhibitors important stimulators of inbound tourism for the host nation
•
Usually held annually or semi-annually and last 3-4 days (some may extend to 7-10 days)
•
Often, they are held in conjunction with a convention
3. Combined / Mixed Shows
•
Open to both trade and public, but often on separate time periods (Usually: first trade, then public)
•
When the public is allowed access, exhibitors make an area in their
booths available for retail sales
Overview of Hong Kong’s M.I.C.E. Industry
• In 2017, there were 1.93 million MICE overnight visitors , of which about 51%
originated from Mainland China
• The per capita spending of business overnight visitors in 2017 :
• Nearly 90% of the interviewees considered Hong Kong a major MICE destination in Asia Pacific (MICE Survey, HKTB)
• “World’s Leading Business Travel Destination” (World Travel Awards 2017)
• “Best City for Meetings” (Smart Travel Asia Award 2017)
• In 2017, Hong Kong hosted more than 100 exhibitions, including 5 of the world’s largest trade exhibitions (electronics, jewellery, gifts, watches & clocks and
lighting)
Per capital spending of Business Overnight Visitors
Per capita spending of Overall Overnight Visitors
Difference (%)
HK$8,579 HK$6,443 24.9%
(Source: HKTB)
Economic Impact of Hong Kong’s M.I.C.E. Industry
• According to the 2016 HKECIA Economic Study Report, activities associated with HK’s exhibition industry :
•
contributing HK$52.9 billion to the local economy in 2016 (=2.1%
of HK’s total GDP)
•
generating 77,000 full-time jobs in 2016
Area Benefits
Expenditure effects HK$52.9 billion
(US$6.8 billion) Fiscal impact
(Tax take enjoyed by the HK Government)
HK$1.9 billion (US$244.2 million)
Employment 77,000 FTE
Economic impact of Hong Kong’s exhibition industry in 2016
(Source: Hong Kong Exhibition and Convention Industry Association HKECIA)
• Many cities would like to develop M.I.C.E. because of the following benefits:
1.
Higher expenditure of attendees
2.
Large scale
3.
Even out travel demand
4.
Stable bookings well in advance
5.
Enhance secondary businesses
6.
Improve host city image
7.
Independent of tourist attractions
8.
Better utilization of existing facilities (e.g. universities)
The Value of M.I.C.E. for a Destination
PART B
M.I.C.E. Stakeholders
• M.I.C.E. Suppliers
• Intermediaries
• Other M.I.C.E. stakeholders
1. M.I.C.E. Suppliers
M.I.C.E.
Suppliers
Venues
Accommodation
Transportation Attractions
Supporting
Infrastructures
Convention Centers
Have vast space to accommodate the largest types of meeting events
Well equipped with the latest audiovisual equipment
No accommodation provided
Venues
(Source: https://www.hkcec.com/en/conventions)
• Hotels
A variety of meeting and function rooms
High quality food & beverages
Able to accommodate all attendees in house
Meeting packages with competitive prices
• (
Venues
(Source: https://conradhotels3.hilton.com/en/hotels/china/conrad-hong-kong- HKGHCCI/events/spaces.html)
(Source: http://pdf.goldcoasthotel.com.hk/2019/website/2019-fullday-meeting-en.pdf)
• Hotels
Types of Hotels Features Example
Large City
Business Hotels
• Convenient location
• High standard of business services
• Large ballrooms
• Plenty of meeting rooms and facilities
Grand Hyatt Hong Kong
Resort Hotels • Remote location
• Nearby attraction
• Spacious with a variety of recreation facilities
• Extensive meeting and function rooms
• Large ballrooms
Hong Kong Disneyland Hotel
Airport Hotels • Linked to/near an airport terminal
• Not closed to city centre
• A range of small to medium-sized function rooms
• May have a large ballroom and purposely-built theatre
Regal Airport Hotel
Boutique Hotels • Small meeting rooms and suites
• High-quality and personalized services
• Stylish design
Lan Kwai Fong Hotel
Which type of hotels is suitable for what kind of M.I.C.E. events?
Other venues
o Academic venues
o Private clubs
o Conference centers
o Non-traditional venues
Sports venues
Cultural and entertainment venues
Venues
•
Hotels provide accommodation services for:
• M.I.C.E. travellers (overseas M.I.C.E. attendees)
• Entourage (persons who travel with the attendees)
• Spouse
• Children
• Personal assistants / Secretaries
•
In the case of a convention, large hotels can take advantage by housing all related activities under the same roof
• accommodation, convention activities, F&B, spouse/kids programs
•
When attendees and their entourage stay in the other hotels where convention activities are not held:
• The hotel and the main event venue must keep in close contact
• Transportation services should be provided
• International
•
Air - Airplanes (public/private jets)
•
Water - Cruise ships
•
Land - Trains
• Local
•
Water
• Ferries
• Boat cruises
•
Land
• Limousine services
• Coaches
• Shuttle buses
• Freight forwarder (lorries)
• Public transports: taxis, buses, trams, trains
•
Air
• Helicopter
Transportation
• Airport Hotel
• Hotel M.I.C.E. event venue
• Hotel/Event venue Site visit spots
• Hotel/Event venue Client’s office
• Hotel/Event Venue Attractions
Pre and Post- Event
Activities Incentive Travel
An official travel agent is usually
contacted to organize the tour
Supporting Infrastructures
Airport Cruise Terminal
Railway Bridges and Tunnels
Intermediaries
Professional Conference
Organizers (PCO)
Event Management
Companies Travel
Agencies
M.I.C.E. Buyers
(e.g. companies, associations)
Intermediaries M.I.C.E.
Suppliers
3. Other M.I.C.E. Stakeholders
• Exhibition Organizers
• Services Contractors
• Event Sponsors
• Exhibitors
• Attendees
• Speakers
• Tourism Boards
PART C
M.I.C.E. Planning
• The M.I.C.E. Planning Process
The M.I.C.E. Planning Process
– Event Feasibility Study and Theme Development
1
• What to achieve?
• Organization’s mission and objectives
2
• Which types of M.I.C.E. activity best works for the organization?
• Conduct feasibility study
3
• Who to ask for direction？
• Identify stakeholders / hierarchical organizational structure
4
• Identify those deciding factors?
• Conduct external and internal analysis
5
• Identify the risk factors as well as the challenges?
• Look for opportunities and threats
Planning Process Components
– Event Planning, Operations, and Evaluation
6
• Is it ready to move forward with the plan?
• Select appropriate strategy and operational plan
7
• Who is/ are in charge?
• Take up the roles and responsibilities
8
• Ensure doing the right thing?
• Adhere to the control system
9
• How to do it better next time?
• Evaluation and feedback are collected to enhance the planning process
Event Planning
Event Operations
Event Evaluation
Objective
Setting Development of Operational
Plan
(1) Formation of event organizational structure (2) Event management
(3) Event promotion (4) Event production SMART Objectives
Objective Setting
pecific Detail exactly what needs to be done
easurable express in a way that it is quantifiable, in other words, how much or how many
A greeable agreed by all by those responsible for achieving them (who)
ealistic ensure the needed resources must be available to achieve the objectives (e.g. human
resources, financial resources)
ime specific ensure all the working stages must be
completed within a particular time frame (when)
e.g. Hold a 2-day conference, October 2 and 3 in HK, for the 12 regional
sales managers to launch 5 new product introductions for 2019. Total meeting costs not to exceed $150,000.
Exercise
Goals SMART Objectives
1. Redefining professionalism of funeral industry through product showcasing and conferences
2. Being the largest international funeral and cemetery expo and conference in Asia
3. Being a hub for East meets West
4. Providing a platform for networking of funeral industry professionals
(Source: http://www.asiafuneralexpo.com/fair_detail)
Exercise
Goals SMART Objectives
1. Redefining professionalism of funeral industry through product showcasing and conferences
How many exhibiting companies? (M) How many conferences? (M)
When to hold the event? (T) How to measure success? (M) 2. Being the largest international funeral and
cemetery expo and conference in Asia
How many attendees will be expected? (M)
3. Being a hub for East meets West How many international groups will be invited ? (M)
From which countries? (S) 4. Providing a platform for networking of
funeral industry professionals
What kinds of social programs will be held? (S)
How to measure success? (M)
(Source: http://www.asiafuneralexpo.com/fair_detail)
Development of Operational Plan
• The checklist for starting a project:
•
Confirm members of the organizing committee
•
Confirm date and venue (submit Request for Proposals (RFP))
•
Decide on event theme and logo
•
Appoint Professional Conference Organizer (PCO) or event planner
•
Invite and confirm members of the various subcommittees
•
Set up a work plan (e.g. Gantt Chart)
•
Set up a budget (confirm registration fees)
•
Set up a bank account
•
Set up a event website and e-mail account
•
Produce conference stationeries (e.g. letterhead and envelopes)
Development of Operational Plan
• A typical M.I.C.E. event usually have the following subcommittees to perform different functions:
1. Formation of Event Organizational Structure
• Program subcommittee
• Social subcommittee
2. Event Management
• Registration and hotel and tour booking team
3. Event Promotion
• Publicity subcommittee
• Sponsorship subcommittee
4. Event Production
• Printing and production team
• On-site preparation team
1. Formation of Event Organizational Structure
• Program Subcommittee
• Set up program schedule
• Nominate guest of honour and speakers / call for paper
• Follow-up speakers with bios, photos and/or abstracts
• Fix the program rundown
• Ensure security
• Invitation to VIPs
• Confirm venue setup, decoration and A/C requirements
(on stage / off stage)
An Example of Program Structure for a Trade Show with Conference
Pre-event activities
Main programs during the event days
Post-event activities
1. General / Plenary Session (including Keynote Session)
2. Breakout Session
3. Concurrent Sessions
4. Workshop
5. Symposium
6. Panel Discussion
7. Poster Session
47
Common Room Set-up Styles
• Social Subcommittee
• Set up the type/nature/quantity of social programs
• Confirm date/time/venue
• Decide on the program rundown (including entertainment arrangement)
• Invite guest of honour
• Confirm venue set-up, decoration and AV requirements (on stage / off stage)
• Confirm food and beverage plan
•
Menu (Chinese / Western)
•
Drink package (wine, beer, juice, soft drinks)
•
Special meal requirements (no beef/pork, vegetarian etc.)
2. Event Management
• Registration and Hotel and Tour Booking Team
• Prepare registration forms (on-line / hard copy)
• Set up registration database
• Identify and reserve hotels
• Set up optional tour program for
•
Accompany persons during the event
•
Pre / post-event tour
• Send confirmations to delegates as registrations arrive
Housing Options
( for overseas participants)
1.
Self-Service
(book directly by the participant)
2.
Through the Event Organizer
(Handling In-House)
3.
Through a Third Party
Group rates negotiated by the
event organizer
The third party (e.g. a travel agent)
is appointed by the event organizer
3. Event Promotion
• Publicity Subcommittee
•
Keep contact with individual and past event participants
• Direct mail - send registration brochures by mail
• Group e-mails - organize regular e-newsletters
•
Keep contact with professional associations
• Regular publications
• Event calendars
• Group e-mails
•
Use Event Marketing
• Promote own event in similar events
• Media
• Ad/Inserts in publications
• Press releases
• Sales Promotions
• Complimentary/discounted registrations
• Sponsorship Subcommittee
• Prepare a sponsorship and exhibition prospectus
• Appoint official contractors for exhibition floor plan and booth set-up
• Identify and recruit potential sponsors and exhibitors
• Send technical and instruction manuals to confirmed exhibitors
• Monitor all terms and conditions stated in the
sponsorship contract
4. Event Production
• Printing and Production Team
• To prepare the following materials:
•
Event brochures
•
Invitation cards
•
Badges
•
Name plates
•
Tickets
•
Conference materials (e.g. conference bags/folders,
program schedule, conference proceedings, pens and pads)
•
Souvenirs - guests of honour, speakers, participants
•
