2023-06-12 00:00:00
While the health crisis had a substantial impact on how events were organised, giving rise to new formats and health and social-distancing protocols, today the corporate events landscape has changed.
Options that many MICE agencies weighed up in the post-pandemic period — such as streaming, virtual meetings or the hybrid events that started trending back then — have now become firmly established, resulting in a growing need for more in-person presence.
All of this means we are leaving behind certain dynamics, such as limiting the number of participants or booking larger venues, in large part thanks to technology applied to events.
So, what new challenges does the organisation of MICE events face today? We'll tell you in the lines below.
More and more attendees are after the highest level of personalisation. Meeting this demand requires not only a well-managed agenda that avoids losing the interesting content, but also different strategies, such as the tailored design of the occasion — whether a congress, a trade fair or an ordinary company meeting — built on data gathering, with Big Data as the star ally. Along these lines, immersive experiences help connect the brand message with each attendee in a memorable way.
Did you know that more than 90% of organisers are starting to hold corporate events outside hotels? In fact, there is a growing preference for dynamic venues tailored to new demands, where the MICE catalogue features different settings ranging from ateliers to public parks, by way of multipurpose spaces, depending on the type of business activity and the number of attendees. For large-scale gatherings such as conventions and congresses, this versatility is key to delivering a bespoke experience.
To adapt to a new digital reality, companies that hire MICE services must incorporate new communication channels, including digital platforms and other apps that make it easier to promote different ways and styles of participating in events and group dynamics. In short, it is about moving towards a model that creates technology-powered experiences, with solid audiovisual production as its backbone.
Want to hire a great MICE agency to adapt your events to today's demands and challenges? Lean on our team as your DMC in Spain.
Tell us your idea and we'll design a MICE event that rises to today's expectations. Start now through our contact page.
Borja Llopart is CEO and founder of CREA Group Events & DMC. With over 20 years of experience in the MICE industry, he specialises in organising corporate events, congresses, meetings and incentive trips in Spain. He served on the Board of SITE Spain & Portugal for nearly seven years, including as president of the association, and since 2020 he has been a member of the Tourism Committee of Foment del Treball.
👉 Connect with Borja on LinkedIn.
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