MICE will regain stability

Sherene Allaman, Vice President (International Sales & Marketing), Sun International, shares her perspective on how MICE business will evolve when travel resumes. It is likely that revenue production obtained in 2019 may only be obtained by 2022 or even 2023. MICE business into South Africa will take some time to regain momentum.

Hazel Jain

What kind of feedback are you receiving from your corporate clients?

Feedback from our clients reflects an urgency to travel and the phrase ‘revenge travel against Covid’ is starting to surface. However, MICE business is projected to have a phased pattern hence securing any business in the short term is looking bleak with tough times ahead for the next six to nine months. It is likely that revenue production obtained in 2019 may only be obtained by 2022 or even 2023. MICE business into South Africa will take some time to regain momentum and whilst we understand the dynamics placed on business due to effects of the pandemic and the uncertainty around travel, we continue to hold on to the positive aspects and our current pipeline.

How do you think MICE travel will change and restart from now on, given that 2020 was a lost year?

MICE business will definitely regain stability. It will start with smaller groups with health and safety being the number one priority. Flexible terms and conditions when booking is going to be a key determination for both destination and property choice. Companies may even make the decision to allow delegates to travel individually with the option of including their families and this will change the structure of the itineraries for these trips. There will also be a focus on wellness travel.

Are your hotels ready for MICE from India when air connections resume?

South Africa and Sun International are ready to welcome travellers. We have spent the last year ensuring that our health and safety protocols currently in place are of the highest standards. Sanitisation stations are clearly visible from the entrance of the hotel and clearly designated areas within the hotel to adherence of social distancing and great care has been taken with the serving, eye-appealing packaging and display of meals at our restaurants, sanitisation of rooms. Our staff has had a year of training so that guests have the assurance that their well-being will not be compromised.

What was the idea behind participating in JTB India’s MICE Engage 2021?

Participation in carefully-selected roadshows gives us the opportunity to engage with long-term partners as well as securing and building new business relations whilst raising brand awareness. Understanding that a return on investment when participating in a roadshow is not necessarily immediate, the aim was to use this channel as an opportunity to listen to critical information shared by our partners and clients and use this market intelligence to enhance our product offering as well as to ensure Sun International is a first choice when selecting a hotel brand in South Africa.

Can a virtual roadshow serve the purpose that physical meetings do?

The spotlight at the moment is definitely on virtual roadshows and they certainly have a significant place in the times we find ourselves in. However, safety and comfort whilst still being able to network, elimination of travel costs and being able to engage with partners from all geographical areas are some advantages of a virtual platform.