The newly renovated William Pickering Ballroom at Parkroyal Collection Pickering, Singapore
Pan Pacific Hotels Group (PPHG) has launched a MICE campaign titled Every Meeting Matters, alongside continued investments in event spaces and capabilities across its portfolio.
"Business events have evolved significantly in recent years, with organisations seeking experiences that inspire collaboration, creativity and meaningful connections,” said Choe Peng Sum, CEO of PPHG. “Anticipating this post-pandemic shift, we have strengthened our MICE capabilities across our portfolio, from investing in upgraded event spaces to enhancing service delivery and technology."
PPHG said the move comes amid continued recovery and growth in global business events. Industry data cited by the company shows the MICE market was valued at about US$783.7 billion in 2023 and is projected to reach US$1.4 trillion by 2032.
The company also pointed to changing attendee demographics, with Millennials and Gen Z accounting for more than 40% of conference participants, driving demand for technology-enabled, wellness-focused and environmentally responsible events.
In Asia Pacific, where PPHG has a significant presence, the MICE sector is expected to grow at a faster pace.
Estimates from Grand View Research project the regional market to reach around US$355 billion by 2030, supported by infrastructure development and rising corporate travel demand.
To support this growth, PPHG has undertaken upgrades to meetings and events facilities in key markets. These include a refurbishment of the 2,500 sqm convention floor at Pan Pacific Perth, among other hardware enhancements across the region.
Across its portfolio, the group said it has expanded capabilities in hybrid meetings, including integrated audiovisual systems, high-speed connectivity and on-site technical support.
The company is also adapting its meetings offering in response to client demand for wellness and sustainability. This includes changes to event design such as the use of natural daylight in venues, revised food and beverage formats, and measures to reduce single-use items and source materials locally.
PPHG operates more than 50 hotels, resorts and serviced suites under the Pan Pacific, Parkroyal Collection and Parkroyal brands across over 30 cities globally.