MICE-in-the-bag event held in London

MICE Industry expects a significant digital disruption within 5 years

A poll of a mixed group of buyers and suppliers of solutions and services for business Meetings, Incentives, Conference and Events, has indicated an expectation of digital disruption in the industry.

The event – the sixth hosted in 2 years by M.I.C.E.-in-the-bag – was held in London at The Marriott, Regent’s Park, The Hilton Paddington and Millenium Gloucester hotels. It included businesses from a broad range of European countries including Greece, Malta, Slovenia, UK, Germany, Spain and Holland. The events are invitation-only gatherings between MICE suppliers and budget-approved buyers.

In a discussion between representatives of the whole supply chain hosted by Shift Actions’ Justin Roux, 60% of the audience believed that a significant digital disruption could be expected inside the next 5 years

This followed a unanimous show of no hands when asked if there was sufficient clarity of needs and mutual understanding up and down the supply chain. Only 2% of the audience felt there was too much complexity in the industry and none felt that a MICE-specific digital solution currently existed.

Other concerns included the effects of Brexit, emerging destinations and a need for qualified B2B meetings of the MICE-in-the-bag format.

Commenting on the results, Justin Roux of Shift Actions consultancy said: “There is clearly tension in the supply chain that MICE-in-the-bag aims to ease with its clever event formula. But, on a global scale, existing market-place platforms such as Expedia are simply not suitable for business-scale events because the risk and funding models are totally different to leisure travel. There are doubts as to whether a market-place solution is a workable solution but the attendees have certainly voiced a need for change.”

Newsletter subscription

Sign up to receive FTNnews Newsletter

Subscribe to get the latest travel news by email

We don’t spam! Read our privacy policy for more info.

Scroll to Top