Glossary / Sales & groups Advanced
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.
Learn this in the Academy
Introduction to Total Revenue Management Advanced · 12 min Smart Forecast Enhanced — the longer-horizon hybrid model Expert · 15 min Total Revenue Management deeper — spa, F&B, MICE Expert · 14 min Crisis revenue management — the fast-moving crisis Expert · 15 min Case study — Hotel Peaqplus City's tough year Expert · 17 min
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