New expectations of business client
According to experts, Event and Incentives market has grown to 19.5 billion Euros in 2016. In 2016, the market expanded in United-Kingdom, Germany and France and then rose new expectations of business clients.
To be recognised as professionals instead of tourists:
As business clients have well defined needs (limited disposable time, calm and comfortable environment, quality service in terms of accommodation and catering) ,they expect dedicated services like shuttles, concierge facility,”decent”hotel rooms with amenities like toiletries , hair dryer , wifi etc.
To experience a unique moment that will leave behind memories; A surprise, a discovery, a setting unusual for its beauty or its spectacular side, marks that a business customer’s mind will change , from the appreciation of a professional travel to an exceptional travel…
Different needs of different nationalities
- Business clients are particularly focused on the congress or seminar itself and want to be inspired by the event where they have to go.
- They want a fluid, organised and hassle free transport and transfer system.
- Quality of accommodation is another point very important for business client: comfortable, noise free ,clean, etc.
- Business clients are particularly attached to gastronomy and thus quality of restaurants is of a concern.
Even though the quality of the welcoming process is important for all, business customers are not sensitive in the same way across countries.
While an Italian, Belgian or Spanish professional would prefer a warm and empathetic reception (a face-to-face contact with a staff who will exchange information with them and will be ready to help them), a French or British client would appreciate more an efficient and humane welcome (pleasant, smiling and available staff able to respond quickly at his request). Interestingly, German business clients would wish a quasi-personalised welcome that takes into account the demands of each one of them!
Thus we can safely say that business clients’ demand in MICE industry is dramatically changing at a faster speed than anticipated.