MICE Trends and the Future of Business Travel: Insights from ATG’s Global Conference

Recently, AllStars Travel Group (ATG) held its global conference in the vibrant city of Cape Town, where discussions centered around the evolving landscape of Meetings, Incentives, Conferences, and Exhibitions (MICE). ATG’s CEO, Tammy Krings, who founded the company in 1995, emphasized the significance of MICE in the business model and its burgeoning potential in the Asia-Pacific (APAC) region.

Understanding ATG’s Business Model

ATG’s journey began with a focus on corporate travel, but it quickly expanded into the realm of meetings and events. The company operates through a network of franchisees worldwide, each an entrepreneur capable of making swift decisions. This decentralized approach allows ATG to maintain a global presence while being locally responsive. With over 62 franchisees across more than 150 countries, ATG has established teams in key markets such as Indonesia, the UK, Turkey, and Singapore.

The MICE offerings at ATG are comprehensive, ranging from basic registrations to advanced registration technology, destination selection, and event production. Some franchise partners have even ventured into establishing their own production companies, recognizing the profitability of bespoke offerings. This collaborative environment enables team members to share resources and expertise, enhancing their MICE capabilities. For instance, a team in the Nordics can receive mentorship from other partners to expand their services, fostering a culture of learning and growth.

The Impact of Technology on Corporate Travel Management

One of the most significant trends influencing corporate travel management is the rise of artificial intelligence (AI). While AI offers numerous efficiencies, questions remain about its regulation, particularly in complex international travel scenarios where human expertise is essential. Europe is currently at the forefront of establishing these regulatory frameworks.

Sustainability is another critical focus area. Companies are moving beyond merely assessing their carbon footprints to actively changing traveler behavior. By providing visibility into sustainable choices through tools and agent support, organizations are encouraging eco-friendly travel decisions. This shift reflects a growing awareness of the environmental impact of corporate travel and a commitment to responsible practices.

Emerging Trends in the MICE Industry, Particularly in APAC

The MICE industry is witnessing an exciting transformation, particularly in the APAC region. There is a notable recognition among executive leadership of the importance of face-to-face interactions within their organizations. This shift has led to an increase in in-person training sessions and regional meetings, surpassing pre-pandemic levels.

Moreover, companies are increasingly willing to invest in high-caliber speakers, including subject-matter experts and motivational speakers. This trend indicates a growing sensitivity towards employee retention and engagement, as organizations recognize the value of inspiring their teams.

In Asia, there is a surge in luxury events, with companies showing heightened interest in hosting gatherings in the region. While destinations like Bali have traditionally attracted business travelers, there is now a broader interest in cities such as Vietnam and Singapore. However, Singapore’s appeal has slightly diminished as fewer companies maintain operations there, with many shifting their focus to China.

Conclusion

The insights shared at ATG’s global conference underscore the dynamic nature of the MICE industry and the pivotal role it plays in corporate travel management. With advancements in technology, a commitment to sustainability, and a renewed emphasis on personal interactions, the future of business travel looks promising, particularly in the APAC region. As companies continue to adapt to these trends, the potential for growth and innovation within the MICE sector remains vast.