To approach the MICE-industry in more detail every letter of the acronym MICE
is looked at individually. The intention is to provide key data that offers the possibility
for deduction as well as a comparison with other meeting international
destinations. All presented data are taken from the studies of AUMA, GCB Meeting
and Event Barometer, ghh consult, TNS Infratest GmbH and VDR Travel Report.
The statistical universe of each study is defined in Appendix B. The outcomes
predicate that there is a growing international participation in fairs and
trade Show. In the same way the strategic geographical position of Germany will
attract more businesses. It could be detected that despite the fact that companies
need meetings as mean to keep their employees informed, trained and motivated,
each event has to proof its effectiveness and efficiency.
Table of Contents
1 Introduction
2 Business Travel
3 Corporate Travel
4 Meetings
5 Incentive Travel
6 Exhibitions & Trade fairs
7 Major Players
8 SWOT –Analysis (Germany as meeting site)
9 Conclusion/ Future Trends
Research Objectives and Core Themes
The primary objective of this publication is to provide a detailed, data-driven analysis of the MICE industry in Germany. By deconstructing the acronym MICE (Meetings, Incentive Travel, Conferences/Conventions, and Exhibitions), the study evaluates the development and current trends of these segments. It aims to offer key performance data, facilitate comparisons with other international meeting destinations, and identify factors that position Germany as a leading business travel hub, while simultaneously addressing existing weaknesses and future challenges.
- Theoretical foundation and differentiation of business travel vs. leisure travel.
- Comprehensive market data analysis for Corporate Travel, Meetings, Incentive Travel, and Trade Fairs.
- Strategic evaluation of Germany’s competitive position via a SWOT analysis.
- Identification of major industry stakeholders including transportation, hospitality, and event service providers.
- Future outlook on technological shifts, sustainability, and service mentality in the German event sector.
Excerpt from the Book
Market Data
In 2006, the number of business trips within companies comprising ten or more employees went up 5% in comparison to 2005 resulting in a total of 157.8 million business trips. Accordingly, the overall business travel activity caused a total turnover of 47.4 billion Euros. However, this increase can partly be traced back to higher fuel and kerosene prices because 54% of all business travel expenditures are attributed to transport. Whereas 25% of every Euro spent for a business trip is connected to accommodation. But, the related hotel turnover slightly decreased due to the rise of one-day trips. In more detail, the average length of stay has dropped from 2.6 in 2005 to 2.2 days in 2006. This illustrates the ongoing trend towards shorter business trips since 2003 (VDR TRAVEL REPORT, 2007).
In contrast the GCB figures show 49.4 billion Euros overall turnover. The total amount of business trips is stated with 82.6 million. Adding corporate trips which do not include an overnight stay the total turnover of corporate travel is quantified with 63.3 billion Euros (GCB; BMWI, 2006). To some extend this prosperous development of corporate travel can be traced back to sound economical development reflected in the growth of GDP of 2.7 % in 2006 (Statistisches Bundesamt, 2008) as well as in the increasing figure of staff members by +1 % to around 21 million employees (VDR TRAVEL REPORT, 2007).
Summary of Chapters
1 Introduction: Provides an overview of the paper's scope, focusing on the MICE-sector and the methodological approach of evaluating key industry data.
2 Business Travel: Integrates business travel into the broader tourism context and outlines the fundamental differences between business and leisure tourism.
3 Corporate Travel: Analyzes the market outcomes of corporate travel in Germany, highlighting growth trends, economic drivers, and trip frequency.
4 Meetings: Examines the meeting segment, providing market data on venues, attendee numbers, and the diversity of meeting types in Germany.
5 Incentive Travel: Explores the role of incentive trips as a management tool for employee motivation and identifies the limited availability of reliable data in this sector.
6 Exhibitions & Trade fairs: Details the importance of the German trade fair industry as a leading communication instrument and a driver for economic growth.
7 Major Players: Identifies key stakeholders in the market, including airlines, railway operators, hotel chains, and marketing alliances.
8 SWOT –Analysis (Germany as meeting site): Evaluates Germany's strengths, weaknesses, opportunities, and threats to sustain its position as a top-tier meeting destination.
9 Conclusion/ Future Trends: Summarizes key findings and predicts future shifts, such as the increase in online bookings and the growing importance of sustainability.
Keywords
MICE industry, Germany, Business Travel, Corporate Travel, Meetings, Incentive Travel, Trade Fairs, SWOT Analysis, Market Data, Event Management, Hospitality, Tourism, Sustainability, Economic Growth, Service Mentality.
Frequently Asked Questions
What is the primary focus of this publication?
The work provides an in-depth analysis of the German MICE industry (Meetings, Incentive Travel, Conferences, Exhibitions), focusing on its economic significance, market development, and current trends.
Which specific segments of the MICE industry are covered?
The publication covers four main segments: general business travel, corporate meetings, incentive travel programs, and international trade fairs and exhibitions.
What is the main goal of the research presented?
The goal is to provide reliable key data to better understand the MICE market, compare Germany with international competitors, and provide strategic recommendations based on a SWOT analysis.
What scientific methods were used for this study?
The authors utilized secondary research, aggregating and analyzing data from major industry studies including AUMA, GCB Meeting & Event Barometer, TNS Infratest, and the VDR Travel Report.
What topics are discussed in the main part of the document?
The main sections evaluate market volumes, participant demographics, venue capacities (hotels vs. congress centers), and the competitive landscape involving major German service providers.
Which keywords best characterize this work?
The document is best described by terms such as MICE industry, business tourism, event management, corporate travel, and destination competitiveness.
How does the author assess the future of virtual meetings versus personal contact?
Based on expert interviews, the authors conclude that the vast majority of industry experts believe personal contact cannot be fully substituted by virtual communication and that the demand for interactive, face-to-face meetings will remain strong.
Why is the "service mentality" considered a weakness in the SWOT analysis?
The analysis indicates that compared to countries like Austria or the United States, Germany is perceived to have a lower service mentality, which is identified as a critical area for improvement to justify pricing and remain competitive.
- Citation du texte
- Stefan Henn (Auteur), Conny Grabner (Auteur), 2008, The Meeting Industry in Germany - Development and recent Trends, Munich, GRIN Verlag, https://www.grin.com/document/122450
