Pan Pacific Hotels Group aims to lure more MICE business with the launch of a new ‘Every Meeting Matters’ campaign.
The global MICE industry market reached a value of approximately $783 billion in 2023, according to data by Research and Markets and is projected to almost double to 1.4 trillion by 2032.
The evolution of meetings is also being shaped by a generational shift in the workforce, which is having a direct impact on the attendee profile at business events.
Industry research shows that Millennials and Gen Zs now account for more than 40% of conference participants.
“Business events have evolved significantly in recent years, with organisations seeking experiences that inspire collaboration, creativity and meaningful connections,” said Mr. Choe Peng Sum, Chief Executive Officer of PPHG.
“Anticipating this shift, we have strengthened our MICE capabilities across our portfolio, from investing in upgraded event spaces to enhancing service delivery and technology.”
Momentum is strong in Asia-Pacific region with key markets such as Singapore, India, China and Australia.
PPHG has a strong presence in these markets.
As hybrid and tech-enabled events become the norm, many PPHG properties have been equipped with high-speed connectivity, state-of-the-art audiovisual infrastructure and innovative meeting tools.
A leading trend is the integration of wellness into meetings and conferences like nutritious menus, movement breaks and event spaces with natural daylight.
PPHG says it is responding by embedding signature wellness experiences across its Pan Pacific, PARKROYAL COLLECTION and PARKROYAL properties.
“Our MICE strategy is centred on delivering experiences that combine all these. Whether it’s wellness-inspired breaks, advanced hybrid meetings or locally sourced cuisine,” added Celine Du, Chief Commercial and Marketing Officer at PPHG.
