Hoteliers…win more MICE business

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How Hotel Groups Convert MICE Business with Impact Reporting 

The global hospitality market grew from $3.5tr in 2023 to $4tr in 2024, marking a robust compound annual growth rate (CAGR) of 15.5%. GlobeNewswire . 

But how can hoteliers and meetings sales teams demonstrate a better MICE product? 

We’re all accustomed to benchmarking and placing MICE business into hotel groups and individual properties on the “star rating” or equivalent. There’s also a new breed of sustainability accreditations emerging, benchmarking on sustainable attributes & infrastructure. Green Key, Green Engage, B Corp and so on. 

What if you could measure and benchmark MICE performance? 

Hoteliers and business-event folk: Now you can determine, quantify & benchmark your MICE product. 

  • Quantify and benchmark your MICE product, for each and every event. By region, by client-sector and event-type. 
  • Drive business directly into your preferred, sustainable supply chain. 
  • Offer your prospects and clients the opportunity to review their event themselves. 

At event:decision, we work with the world’s leading venues and brands to unlock the power of responsible event delivery—and hotel groups that harness sustainability data strategically are not just ticking boxes, they are closing deals. 

The Data-Driven Advantage 

Today’s corporate planners are savvy. They’re not just scouting for location and logistics; they want venues that align with their brand’s purpose and ESG commitments. Enter Impact Reviews. 

Hoteliers or Destination specialists who can present real data on MICE outcomes become more than a provider of space. You become a strategic partner. Whether it’s predictive insights at bid stage or audited post-event proof points, Impact Reviews provide buyers with the confidence to choose you over the competition. 

Shifting Buyer Expectations 

Procurement criteria are changing. It’s no longer just about rate cards and room counts. MICE buyers are increasingly held accountable for delivering events that align with sustainability goals—environmentally, socially and in terms of governance. 

This is where hotel groups with embedded sustainability reporting capabilities win. Not by claiming to be “green” (don’t worry, we avoid that word too), but by presenting transparent, credible, and independently-audited reporting that meets the brief of responsible event delivery. 

Reporting as a Conversion Tool 

For sales and commercial teams, sustainability data is no longer back-of-house. It’s front-line material. Consider: 

  • Proposals that include historical MICE benchmarking. 
  • Pitches that show specific predictive Responsible Event data 
  • Post-event reports that demonstrate clear alignment with a client’s values. 

It’s all about giving MICE clients something tangible to take back to their stakeholders—quantifiable outcomes, not fluffy promises. 

Stand Out, Don’t Greenwash 

Let’s be candid: many venues still rely on vague “green” claims. But hotel groups that lean into structured, externally verified reporting create a powerful differentiator. It’s what separates genuine responsibility from performative sustainability. 

The Commercial Return on Responsibility 

Groups who embed responsibility & sustainability into your sales narrative report higher conversion rates with corporates, agencies and associations alike.* 

It’s not just ethical, it’s effective. We’ve seen this play out time and again with our global hotel partners who now position sustainability reporting as part of their commercial edge—not just their compliance checklist. 

What’s Next? 

As authentic, responsible business continues to climb the agenda, expect buyers to become even more rigorous.  

The hotel groups that respond with candour, insight and real data will be the ones who turn leads into long-term loyalty. 

Sustainability reporting isn’t a side-note. For MICE business, it’s now a sales asset. 

*Cvent Hotel Group Sales in 2025: 8 Strategies to Drive More High-Value Bookings 

World Sustainable Hospitality Alliance: The Business Case for Sustainable Hotels 

Hospitality Insights, May 2025: Sustainability Trends in Hospitality: Strategies and Examples 

 

Want to equip your sales team with data that converts? Let’s talk. Contact event:decision 

Benchmarking Events

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Benchmarking Events: Beyond Global Averages to Regional, Client Sector, and Event-Type Insights

In the dynamic world of event planning, understanding how your event measures up is more than a reporting requirement, it’s a crucial and strategic advantage. While global benchmarks can offer a broad sense of progress, they rarely provide the depth and relevance needed to drive meaningful improvements.

At event:decision, we believe the real value lies in going deeper. Benchmarking your events not just globally, but regionally, by client sector, and by event type. That’s where insight becomes action.

Why Broader Benchmarking Matters

Global averages can be useful as a directional indicator, but they often mask critical differences. For example, sustainability practices in the UK & European conference market differs markedly from those in the US, in travel behaviour alone. Similarly, a tech industry exhibition can have different social considerations compared, say, to a healthcare congress.

When you rely solely on global data, you risk:

  • Drawing the wrong conclusions from incomplete context
  • Misidentifying underperformance or overachievement
  • Missing sector-specific opportunities for improvement

That’s why we’ve built the Impact: Responsible Event Review tool to go far beyond one-size-fits-all.

Read more on the Impact Q1 2024 event industry sustainability performance update here.

event:decision’s Comprehensive Approach

event:decision’s Impact: Responsible Event Review tool empowers planners to assess their events across the full ESG spectrum – environmental, social, and governance – using a data-rich benchmarking model, beyond just providing global benchmark, the tool enables comparisons and is built for relevance.

✔By Region

Understand how events in your geographical market perform, accounting for factors like:

  • Local travel infrastructure and behaviours
  • Regional regulations and compliance norms
  • Cultural expectations around responsibility and engagement

✔ By Client Sector

Benchmark against peers within your industry. This helps event teams:

  • Stay aligned with industry norms and client expectations
  • Maintain competitiveness and authenticity
  • Respond to sector-specific ESG demands

✔ By Event Type

Not all events are created equal. Comparing a sustainability forum to a product launch, or a virtual leadership summit to an in-person expo, delivers little of practical value.

  • Our benchmarking framework provides context-specific insight that recognises the operational and strategic nuances of different event formats.

Tailored Insights for Meaningful Improvements

A more nuanced benchmarking approach ensures that event planners receive relevant data, leading to more effective strategies. For example, if social factors are lagging in your sector, targeted initiatives can be developed to address this gap.

Let’s say your event’s environmental performance is strong, but your social engagement metrics are lagging behind others in your sector. That’s a targeted improvement area you can address with focused strategy, not guesswork.

And if that’s not enough: As you complete your Impact Review, you’ll see real-time guidance on how many of your peers are already actioning each factor, and even discover curated sustainable suppliers directly linked to each improvement opportunity.

Empowering Responsible Event Delivery

Moving beyond global averages means moving towards better decisions. By framing your benchmarks in the right context; region, sector, and event type – you get more than numbers. You get clarity, direction, and credibility to plan and deliver more responsible and sustainable events.

event:decision’s Impact: Responsible Event Reviews not only help you understand where you are, but also guide where to go next – with transparency, meaning and insight at every step.

Ready to See How Your Event Stacks Up?

If you’re still benchmarking against global norms, you might be missing critical insights.
Explore how Impact can reveal specific, actionable insights and opportunities for your next event.