Statistics Book 2007.pdf - Kerala Tourism

E. Business Travel & MICE Tourism:
Scope for MICE travel
Our interactions with the travel trade revealed that there is vast scope for travel and hotel stays related
to the Meetings, Incentives, Conferences and Exhibitions (MICE) segment in Kerala. This opportunity has
not been properly exploited; even though few chain hotels in Kerala might have done comparatively
better than others.
MICE Business for Hotels in Kerala:
India is undoubtedly a unique conference destination as it offers exotic holidays which can be combined
with International business trips. India has truly arrived on the MICE scene with the opening of the world
class conference and convention centres. In Kerala, Cochin, which is rich with the lustrous beaches and
emerald backwaters, is an ideal leisure destination in the business tourism. Nestled in the midst of the
nature, Le Meridian. Cochin boasts of a number of well equipped conference and banquet halls. It houses
a convention hall to seat 1,600 approx. The recent additions to the hotel are four new conference halls,
52,000 sq. ft. of air-conditioned space and 95,000 sq. ft. of lawn area. Ayurveda is the major attraction
amongst the business delegates and their families. Jewish Synagogue and Dutch Palace are the other
attractions of Cochin.
Most interviewed hotels reported that the MICE business is between 5-10 per cent of their total occupancy;
and some Chain Hotels reported that it was about 15-20%; and that too mostly from the incentive business.
(a) Sources of Bookings for Business Traveler:
• Local or Regional representative offices of the companies in the city
• Chain Sales outlets located in different cities
• Direct enquiries and direct walk-ins
• Travel agents and Tour Operators
• GDS and CRS (in the chain) and
• Common Hotel websites.
(b) Promotion of the Business Travel segment by the Kerala Hotels:
Kerala Hotels promote their MICE business by
Visit of sales personnel to local offices of major corporate trade associations viz. the Sea Food Exporters
Association, Marine Products Export Development Authority, Spices Board, and Coconut Board, Rubber
Board, Coir Board, Kochi Shipyard, Kochi Refineries; and local chapters of National level Trade Chambers
viz. CII, ASSOCHAM as they contribute substantially to the MICE business. The MICE segment is also
promoted from the hotel’s websites as well as through other MICE related web-sites. Kerala hssotels also
promote their hotel facilities through their websites and also go through National and International
Trade shows focusing on MICE business. There is a much larger role for the Travel Agents and Tour Operators
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