The Meetings, Incentives, Conferences and Exhibitions Industry

1
The Meetings, Incentives, Conferences and
Exhibitions Industry

• Professor Adele Ladkin
• Head of MICE Research Unit
• School of Services Management

2
Research Issues (1)

• An immature industry
• Definitions - MICE used as generic term, and
  varying terminology
• Fragmentation of the Industry
• Sectors (meetings, incentives, conventions,
  exhibitions)
• Buyers (corporate and association)
• Suppliers (destinations, venues, accommodation,
  fB)
• Industry Organisations (trade associations,
  NTOs, convention bureaus, consultants, trade
  media etc)

3
Research Issues (2)

• MICE Statistics
• No Single body for data collection
• Limited coverage
• Lack of data
• Sensitivity of data

4
The Global MICE Industry

• 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

5
The conventions and Meetings Industry

• Global Estimates
• The UK Conference Market

6
The UK Conference Market

• Data from the British Conference Market Trends
  Survey 2001
• 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

7
Trends in the Business Environment

• Improving facilities and more competition
• very competitive pricing
• strength of the global economy
• globalisation of business
• shorter conferences with fewer delegates/increasin
  g time constraints
• increase in relationship marketing
• shorter lead times
• rapid growth in supply of venues

8
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

9
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

10
Quality Issues

• Quality of venue facilities
• Quality of accommodation
• Quality of service

11
Marketing and Selling Issues

• 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

12
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

13
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

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Venue Selection and Satisfaction

• Conference Venue Selection
• cost
• location and access
• time and duration
• size of conference
• configuration of rooms
• destination image

15
Venue Selection and Satisfaction

• Who organises conferences?
• Executive Board
• Local Committee
• Professional Meeting Planner or Conference
  Organiser
• Hotel/Banqueting Manager
• PA/Secretary

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Venue Selection and Satisfaction

• Factors for a successful event
• 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

17
Career Profile Research

• Key findings
• 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

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Further Information

• MRU Website
• www.uia.org
• www.icca.nl
• British Association of Conference Destinations
• Reading - see handout