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MMI set to broaden MICE horizons

MICE clients are becoming increasingly adventurous according to established travel management company, MMI, which recently set up a dedicated MICE division.

MICE clients are becoming increasingly adventurous according to established travel management company, MMI, which recently set up a dedicated MICE division.
“We are now getting requests for Prague and Croatia because they are different. Everyone has already done Thailand, the UK, Rome, Kenya and Cyprus,” explained Preethan Kiron, manager, sales and marketing, MMI Travel, a subsidiary of the Emirates Group. “But it’s not always necessarily about choosing an unusual place, but setting an unusual itinerary. For example, you could visit Thailand five times and have five very different experiences depending on whether you visited Bangkok, Phuket, or Chang Mai etc.”
He said the key focus of MMI’s MICE division was to organise “more inspiring, creative and exciting experiences” and that following the company’s MICE brochure launch last month, “a broad range of enquiries” had already been made.
“We are getting lots of requests to arrange MICE trips around global sporting events such as the Olympics and Cricket World Cup,” said Kiron.
The recent brochure launch will be followed up with one-to-one sales calls with target audiences: pharmaceutical, motor and oil companies, as well as banks, he added.
The MICE division was established to cater to demand for this specialised travel service generated by the influx of international companies setting up Middle East headquarters in Dubai.
This has not only grown MMI Travel’s corporate business, but has driven demand for the company’s leisure division.
“Our corporate clients are increasingly asking for corporate leisure products such as car hire and similar extras, but are also coming to us to book individual and family holidays,” explained Pradeep Havaldar, the company’s head of travel.
“The Far East, Australia and Europe are very popular,” he said. “Leisure is one of our fastest growing divisions along with MICE.”
Luxury MICE trips for groups of clients from oil, tobacco and motor companies are also gaining popularity, according to Havaldar.
“They travel first class, stay in branded hotels and can earn us big bucks,” he said.
However, Havaldar said MMI Travel would accept MICE booking for all budgets.
“A client who books a $100,000 trip now may book a $1 million in the future,” he said. “All business is welcomed and may prove more lucrative in the future.”

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