MICE (Meetings, Incentives, Conferences, Events)

Definition

The acronym for the segment covering business-driven group bookings: corporate Meetings, Incentive trips, Conferences, and Events (weddings, banquets).

What it tells you

MICE bookings are typically high-value (large room blocks, F&B revenue, hall rentals) but high-variability — a single group booking can determine whether a month makes plan.

How to track it

PMS group block tracking. Sales pipeline tools (CRM) handle the pre-booking deal flow.

Where it fits

Critical revenue segment for conference-strong properties and resorts. Hierarchical segmentation (MICE → Conference / Banquet / Wedding) enables per-category analytics.