THE MICE SECTOR PLANS TO RECOVER ITS POSITION FIRMLY - SPECIAL MICE - Hosteltur
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S P EC I A L 2021
MICE
& BUSINESS
THE MICE SECTOR PLANS TO RECOVER
ITS POSITION FIRMLY
PHOTO:
Barcelona
Is much more
Special MICE 2021 3
THE REGION OF
MURCIA IS Editorial Hosteltur.com
PRESIDENT EDITOR: Joaquín Molina García-
Muñoz · editor@hosteltur.com
EDITOR: Manuel Molina Espinosa
Everything is ready for our comeback manuel.molina@hosteltur.com
@manolomolinaesp
MANAGER: Carlos Hernández
carlos.hernandez@hosteltur.com
@carloshosteltur
EDITORIAL DEPARTMENT:
MICE tourism has been shaken by the Covid-19 health crisis, initially coming to a MENORCA
Esther Mascaró - Editor in chief:
complete standstill, and showing a drop in activity of more than seventy per cent. redactorjefe@hosteltur.com · @esthermascaro
MADRID
It has had to adapt in record time so that venues and operators could comply with José Manuel de la Rosa - Intermediation:
josemanuel.delarosa@hosteltur.com · @JMaDelarosa
today’s new health and safety protocols and guidelines. Furthermore, to maintain a José Luis Ortega - Intermediation & Hotels:
joseluis.ortega@hosteltur.com · @jlhosteltur
certain level of activity, the sector has accelerated, increased, and extended the use of
Carmen Porras - Economy & Cruise ships:
technologies at all levels. carmen.porras@hosteltur.com · @carmenhosteltur
Vivi Hinojosa - Innovation & Hotels:
vivi.hinojosa@hosteltur.com · @vivi_hinojosa
Bubble, outdoor, multi-site, hybrid, and virtual events have, for the moment, replaced
SEVILLA
traditional in-person functions, that have become near to none, due to the restrictive Ángeles Vargas - Intermediation & Hotels:
angeles.vargas@hosteltur.com · @angelesvargaspe
movement measures related to the pandemic. As well as the drastic increase of PALMA DE MALLORCA
Diana Ramón - Transports & Economy:
technology use leading to new stakeholders and companies becoming a part of the diana.ramon@hosteltur.com · @dianaramonv
Taiana González - Hotels & Intermediation:
MICE ecosystem, the sector unanimously believes that all these different formats that taiana.gonzalez@hosteltur.com @taianahosteltur
BARCELONA
are solving ‘our today’ will also remain in the future. Hybrid and digital formats create Xavier Canalis - Innovation & Economy:
xavier.canalis@hosteltur.com · @XavierCanalis
new expectations because they increase the time and scope of event participation,
CUBA
TRADE FAIRS and they multiply the possibilities for dissemination and the generation of customer María Eugenia Cobas · corresp@enet.cu
DIGITAL:
loyalty. However, several sector representatives and different studies have already Ángeles Vargas - Coordinadora
CONFERENCES started to warn that face-to-face gatherings and personal contact are irreplaceable
angeles.vargas@hosteltur.com
Responsible for social media and community:
Lola Buendía · lola.buendia@hosteltur.com
when it comes to aspects as essential as marketing, networking, experience and the
CONVENTIONS signing of deals.
@lbuendia
NEW PROJECTS:
Angela de Lara · angela.delara@hosteltur.com
@AngeladeLara
EXHIBITIONS With this in mind, all of the sector’s representatives have taken steps, and they are ADVERTISING: Central:
Angus López · angus.lopez@hosteltur.com
already ready to resume in-person activity as soon as the health situation improves, Tel.: 971 73 20 73
EVENTS movement restrictions are relaxed, and face-to-face events can return.
Madrid: Juan Carlos Martín
juancarlos.martin@hosteltur.com · @JCHosteltur
Tels.: 647 45 75 75 · 91 366 25 37
During the last months, the MICE sector has worked hard to become stronger, better Barcelona: Iván Vega
ivan.vega@hosteltur.com · @ivanvegagarcia
and not lose its competitive edge, as well as underpin the qualities that make Spain one Tel.: 93-4731693
Baleares: José Godoy
of the most important tourist destinations and event organisers in the world. With the jose.godoy@hosteltur.com · @josehosteltur
Tel.: 971-73 20 73
much-desired V recovery as its goal, it claims that the advantages and experience that DESIGN: David Molina
david.molina@hosteltur.com · @davidhosteltur
positioned Spain as one of the best in the world for MICE tourism have not weakened
PHOTOGRAPHY: Archivo Hosteltur
one iota. And the changes experienced during these last months will enhance its PRINTING: Ingrama, S.L.
business model even more. EDITED BY
Ideas y Publicidad de Baleares, S.L.
Joan Miró, 79 · 07015 Palma de Mallorca,
Baleares
Tel: 971 732073 · Fax: 971 737512
AND CyL Depósito legal: PM298-1994
24 Andalusia 39 Castilla y León Member of Asociación de Prensa Profesional
www.hosteltur.com
ARA CAT hosteltur@hosteltur.com
29 Aragón 42 Catalonia @hosteltur
AST MAD
30 Asturias 46 Comunidad Madrid
CAN BI
35 Cantabria 48 Balearic Islands
CLM LEV
38 Castilla la Mancha 54 Levante
4 Special MICE 2021 Special MICE 2021 5
One of the most affected economic segments aspires to be one of the drivers
of recovery
WITH THE PANDEMIC,
THE MICE SECTOR
HAS HAD TO
REINVENT ITSELF
Although the pandemic initially brought activity to a halt, the sector is working hard to
To its previous edition at Ifema, Gamergy attracted a record-breaking 61,000 attendees, but this year, Gamergy 2020 will be a ‘one-off’
reschedule postponed events. And Spanish destinations have even already started to online event.
stage in-person but, mainly, hybrid events, following all prevention measures perfectly
and exceptionally fulfilling the expectations of associations and companies”, claims measures, it has resumed a certain level Just before the health crisis, as well
Spain Convention Bureau. of activity, and it is getting ready to be as being a consolidated destination,
reactivated in full as soon as possible. it was already one of the most
SCB and MICE sector representatives important MICE destinations in
worked with the Secretary of State for the world. According to statistics
M
ICE tourism has been one Tourism and the Ministry of Health from the International Congress
of the sectors most affected in the drafting of the “Measures to and Convention Association, the
by the global health crisis. Prevent the Spread of SARS-CoV-2 prestigious ICCA ranking, in 2019,
Spain’s Outbound Tourism Observatory coronavirus” document. And they have Spain was in 4th place in the worldwide
(ObservaTUR) calculates it has dropped prepared and widespread a summary ranking of large international rotating
by seventy per cent. As the president “to promote Spain as a destination to events (with 578) per country, and by the
of the SCB, Augusto Hidalgo explains, host events implementing the highest number of participants, it ranked 2nd
business tourism is based on people possible safety measures”, says Hidalgo in the world with an estimated 348.728,
from different places getting together, to Hosteltur. “When clients decide to closing in on the long-time leader, the
and transport restrictions, the closure start organising events again, all the United States with an estimated 357.137.
of borders and capacity limitations have necessary logistics will be in place”, he Barcelona, 4th in the ranking by number
affected the MICE segment a great deal”. adds. of meetings per city (156), tops the
However, the sector has reacted; chart for estimated total number of
it has adapted to the situation by A favourite destination participants with, as stated by ICCA,
An event that was held recently in Barcelona. implementing all kinds of different Spain started in a privileged position. an “impressive” 157.000 delegates.
6 Special MICE 2021 Special MICE 2021 7
In number of meetings, Madrid holds per cent more than the previous year, commercial activities, will foreseeably resources. Hidalgo points out that
5th worldwide position (with 154 major
“ with 4,791,982 participants, 11.4 per yield results from next year.
“ associative networks and public-private
events) and ranks 3rd in total number
In 2021 we hope cent more, according to the Executive In 2021 we hope to regain an important
According to collaborations have also been reinforced.
of participants with an estimated Summary published by Madison. part of the meetings’ market, especially “In terms of training, digitalisation,
91.900 delegates. Valencia is one of the to regain an SCB’s president, the mayor of Las the associative sector, but, as in the ICCA, growth market analysis and teamwork, I believe
impressive newcomers to the Top 50 by
important part Palmas de Gran Canaria, Augusto entire tourism sector, we are in the
data for MICE that once this crisis is over, Spain will be
number of meetings, climbing 44 places Hidalgo, points out that “MICE hands of external factors such as the a very competitive country in the MICE
holding 48th position (with 54 major of the meetings’ destinations in Spain have carried out evolution of the pandemic both in Spain tourism in sector”, he adds.
international events). market especially numerous training initiatives, prepared and the rest of the world, the recovery 2019, reveals He predicts a rapid response: “Our
According to ICCA, the industry’s growth guidelines and implemented protocols of air connectivity and the financial cities and the sector’s professionals
data for 2019 “reveals the importance of the associative and hygiene and health measures for position of companies”, explains the importance are ready to offer maximum prevention
face-to-face meetings and shows that sector, but, as events to be held with the utmost Hidalgo, who believes MICE will recover of face-to-face guarantees at events. Once this
the industry will be key for recovery”. safety and security”. These measures “somewhat later than leisure tourism situation is behind us, the sector will
in the entire are implemented throughout the due to a simple organisational issue
events and be able to respond quickly, efficiently
7,016 million euros tourism industry, sector’s value chain, “in an enormous because meetings are planned earlier proves that the and professionally to the requirements
In Spain, 2019 results were “the implementation effort that has and involve a great deal of preparation”. of both national and international
best in history”, according to Spain
we are in the generated a notion of professionalism,
industry will be a associations and companies, making
Convention Bureau. The economic hands of external responsibility and security; features The sector will come out stronger crucial element their events memorable. And once
impact of business tourism totalled 7,016
million euros, 5.7 per cent more than in
factors”, say that will be greatly appreciated by event
organisers”. All of this work, together
During these last months, “the sector
has carried on moving”, organising
for recovery everything is back to normal, in a couple
of years, we hope to reach business
the previous year. In SCB’s member representatives with the day-to-day liaisons with and preparing training sessions figures similar to those of the last
cities (56 and one county council), a
from SCB convention and congress organisers and extensively using technological decade”.
total 29,603 meetings were held, 14.7 and professional promotional and
Let´s Meet again in France
The Meliá Sitges auditorium hosted the Sitges Film Festival, with its 1,384 seating capacity reduced to seventy per cent and with an hour
break between films to be able to air and clean the venue suitably.
8 Special MICE 2021 Special MICE 2021 9
since it was first held in 1980. As stated
by its organiser Messe Berlin, the
upcoming ITB Berlin travel show will
also be going completely virtual from
the 9th to the 12th of March 2021. And,
The pandemic has accelerated the digitalisation process, and it has revealed Madrid’s International Tourism Trade
advantages like the possibility of organising more meetings, reaching wider Fair, Fitur, has been postponed until
audiences and expanding markets. May (19th-23rd) hoping to maintain its
significant international impact and
promote professional meetings among
HYBRID AND VIRTUAL
companies, countries and tourism
destinations. Every year this trade fair
welcomes 250,000 attendees from all
over the world, and it generates an
EVENTS ARE HERE TO STAY economic impact of 330 million euros
for Madrid
An additional benefit
Hybrid events, with in-person and
virtual participants, are making their
If “streaming” was already a common practice in the business tourism industry, with way in the business. Augusto Hidalgo,
president of Spain Convention
the pandemic it has now become a must. Sector actors are experimenting with new
Bureau’s, told Hosteltur that their
formats and setting up solutions to alleviate the drawbacks of not being able to host importance lies in the fact that “they
events and trade fairs in-person; examples being experience enhancement, “market- prove it is possible to host congresses
and meetings adapting to the
places” and the generation of business and networking. circumstances caused by the pandemic”.
Covid-19 has accelerated a trend that
has been around for the last few years, Fruit Attraction 2020 participants.
fostering greater use of technology in
the organisation of meetings, from the
T
he pandemic has forced multi-site events are also being information and registration process world, which heightens and brings
companies to expand their organised and outdoor or mixed outdoor to providing accreditations, payments, an added value to the meetings. For
imagination in order to reactivate and indoor events are becoming more and access, dissemination of scientific example, the 41st Congress of the
the business tourism sector. more popular. Among the large events communications, the use of 3D systems, Spanish Society of Internal Medicine
As well as hybrid and virtual events, that were held face-to-face, Málaga technology for presentations, and (Semi) was organised online using an
was one of the Regional Hub locations participation and voting tools, he points innovative 3D virtual reality platform
for the International Congress and out. “At the moment, hybrid events are and with a hundred different activities.
Convention Association’s 59th annual essential, and they are a trend that is As well as showing a great ability for
congress, with its primary location in here to stay. We are sure that technology reinvention, by going virtual new types
Kaohsiung (Taiwan) and held in parallel and digitalisation are tools that will also of stakeholders and companies are
at seven other “hubs” all over the world make in-person events, that will soon being added to the MICE ecosystem,
including Málaga and Luxembourg in be the ‘Stars’ again, a whole lot better, with technology as their great ally.
Europe. This event included virtual adds Hidalgo. “To face these exceptional times we
meetings and in-person sessions. The advantage of hybrid events, with the are living, helped by technology, we
The tourism sector’s most important obvious limitation of capacity and social have been able to integrate these new
annual trade fairs have adapted to distancing in face-to-face sessions, is formats rapidly, and we have activated
these new formats, and London’s 2020 that, as well as having an in-person solutions that have not only turned out
World Travel Market (WTM) went component, they also allow for people to be alternative resources to traditional
This year, Ifema’s fruit and vegetable trade fair was held online using the Fruit Attraction entirely virtual, for the first time ever to attend online from anywhere in the events but have also come to provide an
Liveconnect platform.
10 Special MICE 2021 Special MICE 2021 11
The Federation stresses that Spain is “Now is the time to move forward and look into new
“ aspects and adapt to new formats and trends, with the
a safe, meticulous, professional and ultimate goal of improving and offering the excellence
Hybrid formats reliable destination for conferences we’ve always talk about. In this sense, we have proven we
mean people are a very versatile and resilient sector”, she points out.
The president of OPC emphasised the need to convey
can attend PCOS ENHANCE a clear message: “Spain is a reliable, professional,
events online, meticulous and safe destination for conferences”. “We
they improve
WHAT IS ON OFFER now need to start planting for the future to be 100 per cent
ready the day the situation changes”, she adds.
reputation WITH ALL KINDS A good position
and customer OF DIFFERENT With how things have outstandingly evolved recently, the
loyalty, and they
sector will be crucial in recovery. “In recent years the MICE
entail involving FORMATS industry has evolved and grown a great deal, and without
a doubt, once the situation recovers 100 per cent, and in-
person events can continue as usual, even with certain
technological restrictions and necessary health measures, we need the
A
companies Grupo Mónico is committed to hybrid formats and to adapting to the needs and requirements of
fter the initial stage of the pandemic when all in- industry, companies and associations to start trusting the
person activity came to a halt, conference tourism sector and its professionals again”, she highlights.
within the MICE this option.
showed “a great willingness to resume business”. She points out that Spain was third in the world in ICCA’s
ecosystem This was done initially with hybrid or blended formats, to 2019 rankings, with cities like Madrid and Barcelona
additional benefit because they help to will become the best and most efficient then progress towards in-person events “with a reduced also in third and fourth place. Beyond the positioning of
reach a lot more people and optimise accessory for content and global number of attendees to build trust, the most appreciated these two regions, Almandoz notes that “this trend was
resources, and for their great impact on participation in traditional face-to-face and necessary intangible right now”, says the president of growing in other regions that were also committed to
reputation and customer loyalty, stated formats when we return to normality”, The Spanish PCO and MICE Forum, Matilde Almandoz, MICE tourism”.
the general director of IFEMA, Eduardo adds Ifema’s director. in an interview with Hosteltur.
López-Puertas, at the recent Franco- As an example, he mentioned the The impact on international events, that plummeted due
Spanish Economic Forum, that was a Fruit Attraction Trade Fair that had to movement restrictions has been a lot greater. National
hybrid event. to transform itself and go completely events depend on different variables, like the number of
The head of the exhibition fair venue digital “to be able to run Spain’s main attendees or who the promoter is. Almandoz explains
in Madrid defends the industry’s fruit and vegetable e-trade platform that the situation triggered in February “overwhelmed
remarkable ability to adapt to these based on artificial intelligence, set up every single tourism destination”, affected by the
new challenges and advocates for with an online ‘Marketplace’ to support consequences of the epidemic and all kinds of different
innovation, creativity, bringing value companies and keep the exchange restrictions. This situation affects us all: “Spain, one of
to society, opening new businesses and of interests and business interaction the top five conference destinations in the world, and
“undergoing the transformation society going”. the other competitors that share that distinction are the
needs to come out of this crisis stronger, The use of technology has escalated to countries most devastated by the pandemic.
and contribute to making business gain competitiveness. Ifema’s director
relationships more solid and viable”. states that “Digitalisation is helping Creativity and ITCs
us to turn venues into one of the safest On the response of the sector, Almandoz claims that
A greater competitive edge places to be once business activity “products and services are getting a whole lot better with
The progress made in digitalisation is back on track”. And in this sense, a range of different formats and always providing two
stands out as a way to revive and build amongst implementing many other fundamental features to continue offering memorable
new profitable trade fair formats. innovations, Ifema has invested a great experiences: creativity and the latest technological
The creation of powerful and smart deal into ensuring high levels of security advances”.
platforms are making it possible to hold for the movement of people with PCOs already used technology a great deal, so “streaming”
hybrid and digital trade fairs to keep capacity controls, temperature taking has been a standard feature at conferences for at least
on doing business. “We are learning and heating devices to parameterise the fifteen years. “It is probably the end recipients who have
fast because we are well aware that this flow of attendees. And it has also worked now realised its practicality,” explains the president of The 3rd MICE Forum scheduled for March, took on a hybrid
type of innovation is here to stay and it hard to deploy 5G connectivity. the federation. format in September.
12 Special MICE 2021 Special MICE 2021 13
2020 with 2018 figures, indicates that
the economic impact of their activity
amounts to 13,000 million euros per
year, creating 123,100 direct and indirect
jobs.
Record-breaking numbers will be
The pandemic has boosted hybrid events, and these will keep us going while back
restrictions are still in place The general manager for conventions
at Ifema, Belén Mann, points out that
whenever possible, the venue is starting
SPANISH TRADE FAIRS to digitalise trade fairs “responding to
the demand for hybrid events”. For its
external clients, it has started to offer
ACCELERATE THEIR DIGITAL “maximum flexibility in terms of hiring
in the short- and medium-term.”
“We have also looked for alternative
TRANSFORMATION businesses and events that have been
less affected by the pandemic,” she adds.
2019 was a record year for ifema, with
more than 800 events held and more
than 180 million euros in turnover.
Ángeles Vargas
@angelesvargaspe
Trade fair venues are trying to focus all their efforts on getting Apart from the usual events in its
angeles.vargas@hosteltur.com ready for 2021, while this year, they are scheduling hybrid events calendar, prominent events “for
National Congress of Advocacy held in May 2019 at Feria Valladolid. their international repercussion and
and tackling the challenges of digitalisation much faster than
importance for the city, were medical
expected. In 2019, Spain’s Trade Fair Association, AFE for congresses such as the European
its initials in Spanish, recorded 424 audited trade fairs, a total certain parts held in-person and others Respiratory Society (ERS) congress
online, using digital platforms that in “ with almost 20,000 participants, or the
49,819 exhibitors, 12,307 of which were international, and 5.7 most cases have allowed us to reach a European Association of Dermatology
million visitors. wide spectrum of potential participants”. We are convinced and Venereology (EADV) congress that
In terms of preventive and health
that trade fairs gathered near to 10,000 specialists. The
measures, venues and national and largest event was the COP 25, Climate
international associations have joined can significantly Summit that attracted more than 30,000
forces to put together standard protocols
help companies people to Madrid.
I
n a statement to Hosteltur, the “conditioned by movement restrictions and guidelines. Another example of success was Feria
president of the Spanish Association and also by the economic difficulties The current difficulties and uncertainty and contribute de Valladolid, with a 3.5 million-euro
of Trade Fairs (AFE), Xabier Basañez
said: “The current situation is very
some companies
through”.
are already going the sector is facing, like many others,
forces us to reassess our business model
to the recovery turnover in 2019, hosting some twenty
trade fairs and almost 200 different
complicated, and nobody can really Some trade fair venues have resorted to and analyse what aspects can be improved of economy in activities. Standing out as an important
foresee the consequences the pandemic Temporary Redundancy Schemes and to be more competitive in the future, event was, the National Congress
will end up having on our sector.” cuts in working hours and in general, and carry on supporting companies,
general”, says the of Advocacy, with more than 2,500
“When events were allowed to return, they are trying to get ahead with specific professionals and individuals with a president of AFE. attendees. This venue has now focused on
organisations and trade fair venues measures and institutional support. “We marketing tool as irreplaceable as trade hybrid events to “promote the attendance
were ready to get back to business with have every confidence in 2021’s trade fairs”, states Basañez. Trade fairs face of international stakeholders.” Among
all possible preventive and safety and fairs when we hope the situation will different challenges that the health crisis the measures adopted, those that stand
security measures. In recent months this improve gradually and we will be able to has accelerated, such as digitisation, and out are the installation of access control
has resulted in the organisation of some get back to a certain level of normality,” others they continue to work on like systems to identify the correct use of face
face-to-face events at regional level, he adds. sustainability and internationalisation, masks, temperature measurements, the
and also hybrid and virtual events”, he To adapt, “the first thing is to transform, he points out. traceability of every single participant
said. But most professional international at least for the moment, certain trade The economic impact of Spanish trade and more hygiene and disinfection
trade fairs have had to be postponed, fairs into virtual or hybrid events, with fairs, according to a study carried out in measures.
14 Special MICE 2021 Special MICE 2021 15
INTERVIEW
Iker Goicoechea is the president of the Spanish Association of Conference Centres, APCE
We aim to recover the
position we once held
strongly and solidly
The 68th edition of the Zinemaldia 2020 San Sebastian Film Festival, in Kursaal.
This formula is working and most in recovery? When do you think recovery will
Although the MICE sector is suffering “a great deal” due to the pandemic, in his
likely, the concept of hybridisation, Our expectations are, without a come?
interview with Hosteltur the president of Spain’s Association of Conference mixing face-to-face sessions with doubt, for a V-shaped recovery, We are not sure, but in the MICE
Centres (APCE), Iker Goicoechea, points out that the facilities and the excellence online ones, will be a change that precisely because MICE, and in and meetings’ segment, there is a
is here to stay. For years now, we particular, the large infrastructures ‘certain’ agreement to look beyond
and professionalism that make the country the most popular in this sector worldwide
have been hosting corporate events that APCE represents were very Easter. Autumn and winter are going
“remain intact”, so recovery will be “sound, strong and without hesitation”. and congresses, reaching a wider well positioned in international to be very hard and challenging, but
geographical audience thanks to markets before this catastrophe we have hope, and reality is that
the internet. This situation has struck. Once we have overcome relevant congress events have been
What is the situation of MICE Are there differences between Virtual, hybrid and multi-site accentuated that pre-existing this health crisis and restrictions rescheduled for spring, May-June. We
tourism in Spain with the standstill large and medium-sized cities? events are being held. What reality. can be relaxed, we aspire to firmly believe that this after-Easter period
caused by the health crisis? No, the conditions are similar. solutions are APCE’s members and solidly recover the position could be a significant milestone
Quite bad. Within the measures The nuances on the different implementing to maintain activity? Would you say that what we held because the foundations for recovery and in returning to
being adopted based on the health communities have not been so The most important Conference has happened highlights the that put us there, our top-level normality so that autumn can be as
situation, there is a direct wave different for there to be significant Centres and trade fair venues in importance of in-person meetings? infrastructures and professional ‘normal as possible’. And, hopefully,
towards the world of meetings, differences. In general, the this country are technologically As human beings, we have teams with great experience in it will be so.
and the devotion to our convention situation is bad, it is difficult, and very well equipped. We have plenty emotional and social needs, and high-level events, the advantages
centres is very strong. We have come no-one is safe. of room for social distancing, and now that these are lacking, we have of the territory itself, the climate, Do you think Spain’s reputation
to terms with this because we are we have professional teams that realised how essential that elements food, etc. are all there and have has been damaged?
well aware that it is due to a health And between Spain and other have managed some of the world’s of cohesion and relations really not diminished one iota”. Let us Being a country that welcomes
crisis. We are concerned about destinations? most important international are. A message with or without an see if we are also able to articulate tourists and specifically those
different measures such as capacity Lots of postponements, like the events. We are answering to the emotional component is not the European funds to strengthen, from the MICE and professional
restrictions that are not relativised international events that we have demand for more hybrid events same, and this is articulated through if possible, our competitive edge events’ sector, our reputation has
to the space available and set a had to delay in Spanish cities, are without any problems. Those in-person events. We are convinced improving the digitalisation not been particularly damaged.
maximum in absolute numbers that, also occurring in other European ‘responsible activist’ customers who of this, and we believe that this of spaces or efficiency and The foundations that took us to the
in large venues like ours (Kursaal), cities and around the world, there are continuing with their projects recovery will be stable, strong and sustainability elements we were top remain intact. We hosted the
where we can guarantee social are no notable differences. The and events – responsible in health without hesitation. already deep into. An opportunity COP-25 conference just before the
distancing, limits us. We accept MICE sector is suffering a great and financial terms when going has opened up for us to accelerate pandemic, picking up the baton from
this with resilience, trying to do deal globally. ahead with them – in these difficult Given the remarkable evolution those processes and for us to keep Chile and it was spectacular and very
everything we can in the situation times we are living, are choosing of the sector in recent years in being competitive. successful in terms of organisation.
we are living. hybrid formats, with streaming. Spain, will the MICE sector be key We must not forget that.
16 Special MICE 2021 Special MICE 2021 17
Health and tourism hand in hand the challenges arising from the crisis in
In the world of corporate business, an advantageous position because they “
the key to recovery will depend on will improve the diversification of their
“the creation of confidence bubbles destination and product offering”.
We are at a
and scenarios”. Transparency in the standstill, and
destinations’ health and hygiene The first green shoots
measures, transport, hotels, and We are currently at a standstill, and we we predict
Travel managers calculate that travel investment has fallen around 58 per cent
intermediation and complementary predict recovery in two or three years”, recovery in two
services will be decisive. states André Ibañez Cevallos. But,
because of the pandemic Travel managers will look for airports although companies do not yet have or three years”,
and airlines that comply with social defined travel plans, they are all looking
depending on the
Confidence bubbles will mark the
distancing rules, disinfection measures, into resuming them because they
and medical care if necessary, and they believe travel is essential to reactivate international and
will value the flexibility to change dates, their economy.
national health,
return of corporate trips, and smart extend validity and even endorse tickets
to other people in the company. When
“Corporate trips generate trust; they
‘humanise’ work, increase productivity economic and
destinations will gain the upper hand it comes to hotels, they will welcome
digital solutions to avoid direct contact:
and Create Harmony by being able to share
ideas and solve problems together. On
social outlook,
check-in and checkout apps and the business trips, body language and facial states André
choice of rooms with virtual reality. expressions play a significant role, and in
Movement restrictions between the end, this helps to close deals, explains
Ibañez Cevallos
Taiana González
Lots of companies are revising their travel policies because the
@Taianahosteltur countries and the need to restrict venue the head of Training & Research at AEGVE.
pandemic has hit them hard, but they know that these trips capacities will make the sector focus on The first trips will be commercial,
“smaller spaces and combining hybrid followed by intracompany, training
will be essential to reactivate their business. Managers will
events, blending in-person and digital and small meetings. Until wariness has
be decisive when looking for flexibility and when collecting experiences”, says Ibañez Cevallos. This died-out, large events with thousands of
information so that corporate trips can resume without will generate more demand for hotels people in closed spaces will have to wait.
with meeting and conference rooms In the next three years, medical,
health risks.
set up with excellent technological scientific, technological and events with
resources. a social and environmental purpose
Bearing in mind that corporate “will be the clear trend”. And, at AEGVE
travellers are ’Connected Travellers’, they believe that thanks to these
T
he volume of investment by Cevallos, head of Training & Research who want to be able to check safety and events “it will be possible to restore
“ Spanish companies in business at AEGVE and Global Travel & Events security recommendations or view the the reputation and confidence we were
trips, equalled 12,800 million euros manager of Grupo MAXAM. status of their bookings in real-time, known for, attracting new investors and
Travel managers in 2019, according to a study published The Travel Manager’s job will involve “smart tourism destinations will face business”.
need to invest in by Gebta & Braintrust. Due to COVID-19, adapting to the new rules and
Spain’s Association of Business Travel regulations on travel approval; drafting
technology and Managers (AEGVE) estimates that the loss more frequent and detailed preliminary
online training already surpasses 58 per cent and experts reports; collecting information of the
believe that figures won’t equal those of health of travellers and on the health
and gather more before the pandemic for around three situation at different destinations,
information on years. Companies will change their travel in addition to strengthening their
policies, and they will all focus on them relationship with travel agencies.
the health of being essential and on the and safety and Both companies and employees agree
travellers and the care of their employees. that most trips are essential for business;
however, the pace of recovery is very
health situation A slow recovery slow. It is foreseeable that the first
in different The role of travel managers “should
be based on technology and online
industries to start travelling again will
be those in sectors that have benefited
destinations training to understand and efficiently from the crisis: pharmaceutical, food,
implement the transformation process electronic commerce, distribution and Corporate trips will be back, the process will be slow, but it will happen, because they are
in its organisations”, says André Ibañez telecommunications. essential in the reactivation of companies’ business.
18 Special MICE 2021 Special MICE 2021 19
lobby. Now we offer them safe areas NH Hotel Group offers the MICE “Open Air Meetings”; meetings
to continue doing so”, he explains segment the most advanced held on terraces and in gardens to
technology with Hybrid Meeting by guarantee more safety and security
Niche markets that have NH, making it possible for both large for attendees. This service is
started to recover… and small groups or people to meet complemented with excellent and
Although Fernando Vives, Chief up in different places and combine healthy food in individual portions
Commercial Officer at NH Hotel in-person and virtual meetings at and with a picnic layout.
Hybrid or outdoor meetings and individual incentives are just some of the options Group, has acknowledged that exceptional locations while also Meliá Hotels International also
“conventions and in-person training respecting every country’s different offers the possibility of staging
Urban hotels reinvent themselves to
sessions for large corporations will health protocols and guidelines. outdoor events, and due to
not be back until September 2021, In Spain, they have joined forces restrictions for group travel they
SMEs are already on the move, and with BMotion Audiovisual have designed individual incentive
attract the new MICE customer that there are industries that need to
start travelling again, and have the
creating a network of fixed sets
at different hotels, ready to stage
trips and innovated with a product
that allows remote-working when
has emerged with the pandemic
capacity to do so”. highly disruptive events, also with on long-term stays.
According to Vives, the MICE market’s 3D-design settings. In this way, On its part, Artiem Madrid
most immediate future depends on customers can enjoy the advantages has private rooms, areas for
“people from large corporations of a 100 per cent face-to-face event “coworking” and informal
travelling on their own, as long as with all of the added benefits of a meetings, as well as private growth
Vivi Hinojosa
vivi.hinojosa@hosteltur.com
The pandemic has put the capacity for resilience and reinvention health security is guaranteed, local virtual one. and development areas (ECDs), just
events with small groups and hybrid Faced with the need to help perfect for meetings. Room Mate
@vivi_hinojosa of hotel chains to the test, as well as also having accelerated
events with participants connecting attendees keep their distance and Hotels already offers the possibility
procedures to respond to the new needs of the market in all remotely from different NH hotels, ensure adequate air circulation, of conducting rapid tests on all
fields, especially the MICE sector; although some were already thanks to the company’s great hotels are also offering the its event attendees at its facilities
investment in technology”. possibility of hosting small meetings with QuirónPrevención. These are
there, and most importantly, are going to stay. Shorter trips and outside. Accor, for example, has just a few examples of how hotels
smaller in-person meetings because events are going hybrid. … and products to cater for them promoted the use of its outdoor and hotel chains are innovating to
Not surprisingly, in its proposal areas in properties in Spain and inspire confidence and reactivate
Are hotels ready?
for hybrid meetings and events, Portugal under the concept of this delicate tourism segment.
A
s recommended by Lucie on attracting to its urban hotels “a for new experiences in their own
Chmelikova, member of type of customer that is between area. “In our case, we have found
Boston Consulting Group’s two and five hours away by car, a market niche that has not been
Global Competence Center, MICE independent professionals and catered for, entrepreneurs and
hotels, “need to rethink what people working in sectors that have investors, who we want to offer that
product they are going to offer to not stopped business, like those in ‘little bit more’ to, by helping them
exploit the revenue opportunities the food industry, for example.” For profit from the intangible”.
generated by virtual events, like these customers, they have specially According to Pérez, due to
the remodelling of spaces and a created “the room-office and room- “the relocation of jobs in large
closer collaboration with technology gym products, meeting needs and corporations,” another unattended
providers to meet the market’s new requirements that were already niche has appeared, to which he
needs and requirements”. being seen as a must, making the proposes “a product similar to that of
As stated by Nicolás Lleixà, Chief use of rooms much more variable”. ‘cheques gourmet’ so that employees
Commercial Officer at Sercotel The same is happening at Only You can work in flexible spaces”. “This
Hotel Group, the fact is that, due Hotels where, as pointed out by is in fact what we would call an
to the pandemic, urban hotels have the company’s Sales and Marketing ‘evolution’ of the customers we
drastically changed the type of Corporate Director, Alfonso Pérez, already had in hotels like Only You
customers they are targeting. The customers are “very local”, even Atocha, where we could find many Madrid Marriott Auditorium Hotel, with some of the largest spaces for events in Europe, reopened on September 1st focused on
hotel chain is now concentrating coming from the same city, looking executives working from the hotel’s individual customers.20 Special MICE 2021 Special MICE 2021 21
haul fleet, it uses new electrostatic spray on-board, complementing the one they
guns loaded with a fine disinfectant “ already have to wear from the moment
powder that reaches even the most they get to the airport.
inaccessible parts of the armrests, Biosafety and Air France is letting customers who
headrests, folding trays and toilets as technology are want to cancel their trips, change the
well as other parts of the cabin. The date and destination of their flights
airline also offers its passengers the helping to create without documented justification free of
Innovation leads a paradigm shift in passenger flight experience possibility of making an appointment to
new trends on charge unless there is a fare difference.
have a Covid-19 test at affordable prices. Or if they prefer they can choose a
In terms of new policies, Vueling has board that are refundable voucher that can be used for
Within their services, airlines are now completely relaxed its policy for flight
changes, allowing changes to dates,
likely to continue any flight until March 31, 2021. If the
airline cancels a flight, customers can
after COVID-19
offering biosafety, flexibility and routes and even passenger names up
to 48 hours before flights. Customers
abates
choose to postpone their trip, change
their destination, or ask for a full refund
anti-Covid19 technologies
will automatically receive a flight of the ticket or for a voucher, that is
credit for the total price paid, which also refundable if not used. The French
can be redeemed at any time during the airline also has a deal with laboratories
following eighteen months. It has also in France for customers who want to
revised its baggage allowance, limiting book an appointment to take a Covid-19
the number of cabin bags to speed up test before they travel.
Diana Ramón Vilarasau Another initiative that has started to boarding and disembarking times. It is Lufthansa, Swiss and Austrian Airlines
@dianaramonv become standard practice in the airline now an ‘à la carte’ service that allows will expand the range of services they
diana.ramon@hosteltur.com industry is the signing of agreements each passenger one carry-on bag that offer their economy class passengers as
with laboratories to offer customers fits under the seat in front of them of spring 2021 on short and medium-
T
he COVID-19 pandemic has put more affordable coronavirus tests when and free checked-in baggage unless of haul flights, allowing them to purchase
health, safety and security and they are travelling to places that require course, they pay for a higher fare. a wide selection of food and beverages,
disinfection at the forefront of a negative test result 48 to 72 hours Air Europa has also presented a New in some cases with regional touches.
passengers’ experience. As travellers before travelling. Flex fare, with excellent ticket refund KLM has started to use a new robot in
are returning to aeroplanes, airlines terms, that allows passengers to its catering service to prepare meals for
are thinking-up new and innovative Safe and flexible change their flights as many times as its economy class passengers, officially
initiatives to keep their customers and Iberia has adopted a number of they need to and choose their seats at activated by the Dutch airline’s
crews safe during all phases of flight, sustainable and innovative solutions no extra cost, just by paying the fare president and CEO, Pieter Elbers
making people feel confident it is safe for the daily disinfection of its aircrafts’ difference. The airline is also giving all himself, making KLM Catering Services
to travel again. cabins. To clean its short and medium- of its passengers a face mask to wear (KSC) the only company in the world to
Biosafety measures such as the use use a robot of this kind. This new system
of face coverings, hand sanitizers, will reduce handling costs and make it
cutting-edge cleaning and disinfection easier for meal tray adjustments while
techniques or new technologies that increasing quality and flexibility and
avoid interaction between passengers focusing on customers, being able to
and airport and airline staff are offer them a wider range of products on
replacing some of the services that different types of trays.
defined ‘everyday’ flights in pre-COVID Due to the suspension of their inflight
times. What has not changed is that catering service, Transavia, Air
passengers continue to be at the heart France-KLM Group’s low-cost airline,
of all activity. in a one-of-a-kind partnership with
Most airlines have relaxed their policies JustEat, allows passengers to order food
for changing flights, and they have before boarding and to get it delivered
revised their baggage allowance. Some on their flight. The company in charge
airlines have even stopped letting of preparing the food is Dutch catering
passengers take hand luggage on board company iFleat and information on
to avoid interaction with the crew or what routes this service is available on
among passengers. Air Europa: cleaning and disinfection of the cabin with ozone. Transavia offers meals to take on board. can be found on the airline’s website.22 Special MICE 2021 Special MICE 2021 23
Flexibility, cost control, and adaptability are its weapons
Agencies are working on
continuing business by using
new tools and sticking together The world of Sports continues to create opportunities for agencies. Players from Celta de Vigo after the signing of the contract
with Halcon Viajes in October.
of Nautalia Viajes, states that his continue motivating professionals by
customer care, that I hope will in the MICE department’s strategy consists “ offering options specifically designed to
Ángeles Vargas
future be remembered giving agencies of “adapting to a digital and virtual adapt to the needs of each user.
@angelesvargaspe
angeles.vargas@hosteltur.com the high recognition they deserve once environment, that allows for all kinds
The sector has Globalia highlights the importance
this is over.” of different attractive and spectacular given its all, but it of the initiative posed by the new I’m
For these upcoming months, Professor events”. The company is opting for association that represents 40 travel
has not received
“
The seriousness of the situation Anton Costas’s three-R strategy – Resist, purely virtual or hybrid formats where agencies. Juan del Hoyo, CEO at Viajes
means that a large proportion of Recover and Reinvent oneself- seems to only the speakers are present in-person enough help or Azul Marino, states that with this
the country’s companies are on be the way to go. Unfortunately, “not all at the studio or the venue chosen for the initiative, among many other things,
the ropes because business has fallen companies will be able to complete the event. Approved and certified voting public incentives, they are focusing on “trying to get
across the board and continues to be journey in question.” He points out that tools are used and “the staging and set
as countries PCRs at lower prices and working with
very low, and it will take time to get back resilience levels “are not the same for designs are impressive, using videos, hotel chains to make all the necessary
to reasonable levels,” says Juan Carlos all of the sector’s companies, and this 3D technology, etc.” We are also highly such as France standards clear everywhere”.
González, president of GEBTA. will regrettably mean a lot of agencies committed to travel management for
and Italy have, As a company, Azul Marino is developing
He praises the work carried out by will be ‘left in the gutter’.” sports teams, integrated within our a strategy focused on controlling
CEAV in their fight to “ensure agencies Those that overcome the first stage MICE department because to carry out benefiting for costs, maximising revenue, ensuring
receive all the measures necessary,”
and he recalls how at the beginning
“still have a long way to go, because
the circumstances and the market will
their activity they need to travel, and
the COVID context is not affecting this
example, internal continuity in the long-term and taking
care of its employees: “We are trying
they focused on cost control, “with have changed”. For business trips “it kind of customer”. transport,” to retain everyone, not only at the
the aim resuming business with the will be essential to have played your Juan José Hernández, national director company but also emotionally with the
minimum possible wear and tear,” a digitalisation cards right, be flexible of Globalia Meetings & Events, points
believes the project”. In the frame of business travel,
strategy, “devised with the idea that the enough to adapt to a precarious and out that these new circumstances have president of they have also implemented a campaign
pandemic would be short-term.” changing scenario and choose the right forced us to reinvent our business with Avasa.
Furthermore, given the hope of recovery business model. At GEBTA we have model: “To adapt to the situation
GEBTA Juan Carlos González, general director
that was felt before the summer, been working on the transformation of with innovative alternatives, always of the Corporate Department at Ávoris,
“both in the holiday and the corporate business models since 2018 and, without thinking of the safety of our clients and specifically points out that BCD is “the
sphere, the private sector put a great a doubt, this theoretical exercise is of our team. Like at any large event, we first agency to have a Security Manager
effort into opening its businesses and great use at times like these, because face inconveniences and unforeseen and an End-to-End travel safety
putting products onto the market. But it has allowed us to gain time and circumstances so being ready is the product, our Security Pack; and we also
the truth is, we are back to stage one, perspective”. key”. Among the strategies developed have a new brand for congresses, Bco-
with zero return”. Without forgetting by Globalia, he draws attention to the Nnects that manages large virtual or
the incredible work put into customer Reinvent and innovate GlobalBox experiential platform. The mixed congresses as well as bubble
care and service: “An uncompensated On his part, Rafael Garrido, CEO company hopes to use this platform to events like the ACB basketball final”.24 Special MICE 2021
FIBES,
Sevilla.
AND
Venues are looking for ways to continue generating business
Andalucía is fighting
to keep its MICE sector
competitive
Ángeles Vargas
@angelesvargaspe Andalusian Public Enterprise for The capital is fighting hard to adapt
angeles.vargas@hosteltur.com the management of Tourism and events to the current situation. “We
Sports and Prodetur, different are trying to organise meetings
M
ICE tourism continues to presentations and roadshows were within this specialised sector and
be a priority in the region carried out together with Sevilla encourage participants to do business
of Andalucia. Proof of Congress and Convention Bureau with each other”, explains Antonio
this is the public authorities’ deep in October. While in November, the Jiménez, manager of Fibes. In recent
investment in continuing to support Tourism Innovation Summit was years, high social content events
intensely
this kind of activity, starting with
the Regional Government of
held as a hybrid event and continues
its endeavours to become a regular
like Sicab, have changed their focus,
looking more at the competition or BROADEN YOUR NETWORK
Andalucía, that has given support event in the field of innovation. business side of things.
to professionals at different events Event catering has been limited
like the IBTM World Virtual. a great deal to guarantee social
“Given the tremendous crisis in “ distancing and is no longer available
the sector, we thought it would be onsite at trade fair venues. Also,
appropriate to help companies by Fibes has received 2.5 significant progress has been made
offering them free participation”,
million euros from concerning online, and hybrid
explain representatives from events using them “as a new source
Turismo Andaluz. Another example the City Council with a of income, somewhat replicating
would be the ICCA Congress 2020.
capital increase from the model included in the Plan8
Turismo Andaluz, Costa del Sol presentation, where we set-up a kind
Convention Bureau and Turespaña Contursa, to help with of television studio to broadcast from You are not going to make contacts here – you are going to connect with everything.
sponsored the ICCA Regional Hub
Congress in Málaga, one of the
maintenance costs digitally, offering space for a limited
audience in one of the large rooms”. Because living is not the same as living intensely.
cities chosen to host this virtual compensating for the
international event. Furthermore, Best practices
within the 2020 Collaboration
decline in business From Málaga Convention Bureau,
Agreement signed between the Francisco Quereda, advisor to the
Make your conferences and conventions more powerful at andalucia.org26 Special MICE 2021
Mayor’s office on matters concerning fair and congress calendar and by a of a Roundtable for MICE Tourism,
the Management of Congresses, significant increase in international and that this was already among its
points out that “As well as standing business, the Fycma Congress objectives before the outbreak and
by our partners, supporting them in Centre with a total 183 events, is in line with the interest shown
these difficult times and involving surpassed the record set at 400,000 for business tourism in the province
them in the destination’s recovery attendees. They explain that Fycma in recent years. He points out that
strategy, by organising together with “has addressed the last part of 2020, organisers are “strictly” following
Costa del Sol and Turismo Andaluz by committing to be at the service the safety protocols and are being
one of the four Worldwide Hubs for of the production sector now more flexible with postponements,
the ICCA 2020 Congress, Málaga has than ever”. The venue aspires to cancellations and payment
gained the reputation of being a safe be “a useful tool in the process terms. There is also a clear move
destination and the perfect place for of economic recovery to continue towards outdoor spaces, including
European MICE professionals to start generating wealth, business extraordinary locations, and Fam
Fycma has made a great effort to adapt its spaces and become more digital.
meeting up again”. opportunities and promoting job Trips adapted to today’s needs and
In September the City Council started creation”. Apart from adapting to requirements.
and continues to conduct antigen different event formats, it has also In turn, the general director of
tests at all major MICE sector events put a tremendous logistical and Almeria’s Chamber of Commerce,
like trade fairs and congresses to organisational effort into making Victor Cruz, stresses the great effort
detect any possible cases and “this aisles wider, putting up signs put into following safety measures,
has been a great success”. In fact, marking the various routes to be using new technologies for virtual
· M I C E D E S T I N AT I O N ·
the ICCA International Congress followed, delimitating and adapting events and finding other uses for
has referred to this kind of testing spaces and prioritising open set-ups the province’s congress venues -like
at its congress in Málaga as a “good and stands. sitting exams, employee selection
practice” example. tests or holding business meetings. · W HER E MEETI NG AGAI N HAP P ENS ·
In 2019, Málaga hosted more than Flexibility and technologies And although campaigns have been
300 congresses, resulting in a near From Cádiz Convention Bureau, launched to attract agricultural,
to eighty per cent hotel occupancy the head technician, Ignacio religious and food sectors, he does
rate. And in a year that was marked Santiago, points out that one the believe Almeria needs to promote
by the consolidation of the trade Tourist Board’s ideas is the creation this segment a whole lot more.
www.turismodecordoba.orgYou can also read
