Are cruises the next big thing for MICE events?

Cruises are emerging as a unique and cost-effective option for MICE groups in Asia, according to travel advisors at the recent CruiseWorld Indonesia 2024 conference in Jakarta.

Approximately 80% of participants polled during the event have sold cruises to MICE groups before, citing that the abundance of venues, team bonding opportunities as well as cost-saving opportunities in food and accommodation compared to traditional on-land venues.

Diane Chiang, Royal Caribbean International’s director of sales and commercial (Asia Pacific), emphasised the growing trend of “bleisure” travel—combining business and leisure. “The leisure and business on board is growing,” she noted. “It’s a small size for now, but it’s growing much faster.”

Cruises offer several advantages over traditional on-land venues, said panel speakers and MICE planners. For one, they simplify the often complex and time-consuming process of organising large MICE events. Everything—from accommodation and dining to entertainment and meeting facilities—is included in a single package, reducing the need for multiple vendors and making the planner’s job easier.

“For us, it’s easier to organise on cruises since everything is already there, and MICE participants can bond better thanks to the entertainment options onboard, such as theatres,” said Roy Ardianto, managing director of Celindo Tour.

Building awareness and changing perceptions

Despite these benefits, there’s still work to be done in changing perceptions, particularly in markets like Indonesia, where cruising is often seen as a luxury. Many potential clients are unfamiliar with what cruises offer, which makes it crucial for travel agents and planners to be well-informed and capable of conveying the value of a cruise experience.

“Not everyone in Indonesia has sailed before,” said Henley Budiman, director of Cliowisata. “Half of these guests will be first-timers, and we have to make bookings and share videos with them so they understand what it’s like being on a cruise.”

Budiman also noted that for MICE groups of up to 1,000 participants, cruises are particularly well-suited, offering a convenient and efficient environment for accommodating and organising large groups with minimal hassle.

On the other hand, Hellen Xu, CEO of Panorama JTB Tours Indonesia, pointed out that cruises are better suited for smaller-sized groups, where the balance between planning, coordination, and agent commissions is more favourable. “For the clients' perspective, they are happy with cruises, as foods and facilities on board are good,” she added.

Michael Goh, president of Resorts World Cruises, feels that cruises are flexible. “Cruises offer a one-stop service, and last-minute changes can usually be accommodated. Clients appreciate the unique experiences they have onboard, making it a satisfying choice for MICE events,” he said.