Hoteliers…win more MICE business

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