Nº 27Congress
Establishment LabsMeetings · Incentives · Conferences · Exhibitions
MICE marketing to win congresses, incentives and conventions
For hotels with meeting rooms, convention centres, DMCs, PCOs and incentive agencies. Marketing built to win RFPs, not to collect likes.
What MICE marketing is
MICE buyers don't buy on impulse. They buy on trust.
MICE marketing is marketing aimed at winning meetings, incentives, conferences and exhibitions. Its goal is to get your hotel, convention centre, DMC or agency onto the shortlist when a company, an association or an agency decides where and with whom to hold its next event.
It's long-cycle B2B marketing: the decision goes through several people, there's a lot of comparison and it usually arrives as an RFP. Whoever was already in the buyer's head before the tender opened wins.
Who it's for
- Hotels with meeting rooms that want to fill midweek with meetings and conventions.
- Convention centres and congress venues competing with other destinations.
- DMCs selling destination, logistics and local experiences to international agencies.
- PCOs (professional congress organisers) bidding for association congresses.
- Incentive agencies that need to show creativity and control at the same time.
How to win congresses, incentives and conventions
- Positioning by segment: you don't talk to a medical association the way you talk to a sales director rewarding their team.
- RFP material: fact sheets, capacities by format, floor plans, Matterport 3D, comparable cases and model answers your sales team can reuse.
- Presence at industry trade fairs: meeting agenda, materials, stand and follow-up with every contact afterwards.
- LinkedIn: content from your sales leads and from the brand to stay visible among decision-makers.
- Destination SEO: pages that answer searches such as "convention hotel in…" or "DMC in…", for AI assistants too.
If you're a space, add venue marketing; if you're an agency or DMC, add marketing for agencies.
What's included
The tools that move MICE business, from the first search to the signed contract.
01
MICE strategy by segment
Corporate, associations, incentives and agencies: what each one looks for and how to talk to them.
02
RFP kit
Fact sheets, capacities, floor plans, cases and model copy to respond faster and better.
03
Matterport 3D and WalkAround
Virtual tours and video walkthroughs to sell remotely to planners in other countries.
04
Trade fairs and workshops
Materials, meeting agenda, stand presence and follow-up with every contact.
05
Sales-led LinkedIn
Team profiles, brand content and campaigns targeted by job title and sector.
06
Destination and language SEO
Pages by destination and event type in several languages, ready for Google and for AI.
How we
work
A short, clear process with deliverables from week one.
MICE diagnosis
We review your business mix, the RFPs you've won and lost, and who you're reaching.
Segments and messages
We prioritise segments and define the winning argument in each.
Sales tools
RFP kit, audiovisual, Matterport, destination website and sales deck.
Acquisition
LinkedIn, trade fairs, MICE newsletter and targeted campaigns.
Pipeline
We track enquiries, proposals and closes so you invest where it converts.
Cases
Brands that have already been through our hands.
Trusted by the group's clients
Demanding clients.
Google
Microsoft
Adobe
Intel
Cisco
Logitech
Dior
Nestlé
Lindt
HP
Movistar
Meliá Hotels & Resorts
Continental
Mattel
Frontify
Frequently asked
questions
What does MICE stand for?
MICE stands for Meetings, Incentives, Conferences and Exhibitions: meetings, incentive travel, congresses and conventions, and trade fairs or exhibitions. It's the part of tourism and events driven by companies and associations.
How is MICE marketing different from hotel marketing?
Hotel marketing sells rooms to travellers. MICE marketing sells spaces, services and destinations to organisers, with group decisions, long cycles and RFP processes.
Will you help us respond to RFPs?
We prepare a reusable kit with fact sheets, capacities, floor plans, cases and model copy, and review the key responses so they're clear and convincing.
Does LinkedIn work for winning MICE business?
Yes, because that's where the decision-makers are: heads of events, corporate travel, marketing and agencies. It works best combining your sales team's personal profiles with the company page.
What is destination SEO?
It's creating pages that answer searches combining destination and event type, such as "congress hotel in Barcelona". Done well, they also help AI assistants recommend you.
Happy being just another one?
Win the RFP
Tell us what you sell, who to and where it hurts. Within 48 h we'll send you an honest diagnosis and where we'd start.
Get a diagnosis