The Covid-19 pandemic has forced the MICE industry to completely reinvent itself and look for new ways to reactivate business travel — particularly when it comes to incentive travel.
Meliá Hotels International has responded by offering a new personalised incentive programme that focuses on the individual, rather than an organised group.
The new Flexible Individual Incentive Programme is linked to the MeliáRewards loyalty programme and offers companies the chance to give a stay to their customers, employees or partners as a gift, with each recipient able to choose the time, destination, type of hotel and duration of their trip.
This is possible through the purchase of MeliáRewards points, however a minimum purchase of 500,000 points is required to be distributed among a minimum of 10 beneficiaries. This comes at a cost of €2,500 (US$2,968).
“Offering individual incentive trips is the best option at a time in which travelling in groups may be subject to certain restrictions," said José Miguel Moreno, global B2B sales & marketing senior director at Meliá Hotels International. "That's why we are seeing a clear trend for companies to include hotel stays among their Christmas gifts to employees or partners, given that it's a very flexible incentive for the times we are living in."
This is one of the many activities the hotel company is currently carrying out to stimulate the MICE segment. In 2019, incentive trips represented 10 per cent of the group's overall MICE revenues.
More information on the Flexible Individual Incentive Programme can be found here.