We asked hospitality leaders how MICE turns into repeat business. Their answers point to constant drivers: operational scale, humanised service, and sustainability.
By Janice Alyosius
If there is one thing the pandemic taught the hospitality sector, it is that events are no longer just about filling ballrooms. They are about building loyalty, driving measurable returns, and creating stories that live long after the last cocktail is served. We spoke with hospitality leaders, who averred that MICE is now the sharpest tool in the hospitality tool kit.
Loyalty matters
Every hotelier we spoke to agreed that repeat business and referrals form the backbone of a successful MICE strategy. Ramesh Daryanani, Vice President, Global Sales, Loyalty Operations and Partnerships, Marriott International Asia Pacific Excluding China, said, “We see a healthy rate of repeat clients and referrals across our properties in Asia-Pacific. Many guests appreciate the ‘can-do’ spirit of our associates in delivering a memorable MICE experience. Whether it is an incentive trip or an annual conference every event lends itself to positive word-of-mouth and helps drive affinity for our Marriott Bonvoy programme.” Planners also earn Bonvoy points when they host events (subject to regulations), an incentive to choose Marriott properties.
For Mayfair Spring Valley Resort in Guwahati, the numbers tell the story. “Nearly 50 per cent of our MICE business comes from repeat clients or referrals,” revealed Pardeep Siwach, Deputy General Manager, Accommodation, Mayfair Spring Valley Guwahati. “Every well-organised event builds trust and strengthens relationships, and that is what keeps them coming back.”
At Jaipur’s largest event complex, Manuj Ralhan, General Manager, Novotel Jaipur Convention Centre & JECC, echoed similar sentiments. “A large share of our business comes from repeat clients and referrals. With 1.4 million sq ft of space, we can host the largest global gatherings, but it is our philosophy of ‘Know Before We Serve’ that makes even big events feel personal.” Like Marriott, Accor leverages loyalty programmes too. “By enrolling organisers in ALL — Accor Live Limitless Meeting Planner, we turn one-time events into enduring partnerships.”
Neha Kapoor, General Manager, Hyatt Place Gurgaon, commented, “Once planners become familiar with our spaces and planning efficiencies, they prefer to return. The Meeting Planner Rewards under World of Hyatt ensure they feel recognised and rewarded.” Loyalty today is no longer accidental. It is carefully built through consistent delivery, personalised service, and programmes that make repeat business feel valued.”
Numbers saga
Daryanani highlighted one of the biggest moments for Indian hospitality — the G-20 Summit of 2023. “We had close to 14 hotels serve as host venues, including JW Marriott Kolkata, JW Marriott Bengaluru Prestige Golfshire Resort & Spa, JW Marriott New Delhi Aerocity, The Ritz-Carlton Bengaluru, Marriott Jaipur, Renaissance Lucknow, Westin Rishikesh, JW Marriott Pune, and Westin Hyderabad. The movement of delegations significantly boosted F&B revenues and room demand,” he explained. “Beyond topline growth, it unlocked new opportunities with embassies, government bodies, and international delegations, positioning our hotels as trusted partners for high-security, high-protocol events.”
At Novotel Jaipur, Ralhan cited events, such as IIFA, MRI, and DERMACON as turning points. “During these events, occupancy reached peak levels, F&B revenue surged, and new corporate accounts were created. These events do not just benefit our hotel, they uplift the entire state’s economy and cement Rajasthan as a premium MICE destination.”
Kapoor added that Hyatt Place Gurgaon thrives on spillover. “When Yashobhoomi or other centres host major events, we see demand for breakaway sessions, networking dinners, and delegate stays. Over time, many of these delegates convert into repeat corporate accounts.”
At Mayfair, Siwach noted that even modest corporate gatherings have expanded into major opportunities. “Many start small but grow once organisers discover our themed dining and event options. We have seen direct spikes in bookings and F&B revenue, and those clients often return or refer us.” The numbers underline a simple truth: MICE is not just about one good weekend in the calendar — it is a growth multiplier with long-term impact on topline, reputation, and positioning.
Branding
MICE is no longer just a logistical operation — it is theatre, storytelling, and marketing rolled into one. At Marriott, Daryanani recalled Porsche’s Global Dealer Launch in Singapore. “The Ritz-Carlton Singapore transformed its pool into a floating product platform. Guests were wowed, and the event made global headlines. That is how an event becomes a brand story.” Ralhan emphasised Novotel’s ecosystem approach. “Pre-event, we co-create with organisers and use digital campaigns to build anticipation. During the event, we integrate immersive storytelling. Post-event, we amplify through case studies and testimonials, ensuring the brand conversation continues.” For Mayfair, branding is in its surroundings. “Our resorts are located on tea estates, by lakes, and in hill stations,” said Siwach. “The unique atmosphere strengthens our brand in the client’s mind.” Meanwhile, Kapoor pointed out Hyatt’s approach. “Every delegate who walks in experiences our hospitality first-hand. Many come back for personal stays later. MICE is our strongest branding platform.”
This is where MICE has evolved. It is not just an event that ends with a group photo but a story that lingers in memories, posts, and brand associations long after the lights dim.
Standing out
Marriott is betting on sustainability to stand out in the competitive landscape of the events industry. Its ‘Connect Responsibly with Marriott Bonvoy Event’ offers impact reports and carbon offset options, alongside practices, such as energy-efficient signage, linen-less tables, bottled water alternatives, and digital menus. Wellness is another trend growing in demand as per Daryanani. “Because planners increasingly want rest and recovery options built into events.” At Novotel Jaipur, it is about balancing scale with intimacy. Ralhan said, “We opened in just five months — the fastest in Accor India. In our first year, we ranked No.1 in guest experience, achieved the highest first-year revenue of any convention hotel in India, and are already delivering over 50 per cent topline growth in FY25.” Differentiation, though, is about human touches for them. “We have created personalised moments like our Heartfelt Tiffin Service with handwritten notes, regional welcomes, and cooking sessions with local women.”
Mayfair leans on its ‘Stay with us, stay with nature’ philosophy. From award-winning spas to thoughtfully designed spaces, the experience goes beyond the meeting room. “It is personalised service that makes guests feel part of the place, not just visitors,” Siwach explained.
Hyatt is investing in modernity and intention. “Through our ‘Together by Hyatt’ philosophy, we promise care, efficiency, impact, and intention. This year we have refurbished all meeting venues, offering best-in-class AV, and flexible packages. The idea is to create stylish, sustainable, and memorable meetings,” said Kapoor.
As these examples show, MICE today is judged on values like sustainability, and personalisation, not just logistics. Planners look for partners who align with their own ethos, and hotels stepping up with thoughtful solutions.
“MICE is not just about one good weekend in the calendar — it is a growth multiplier with long-term impact on topline, reputation, and positioning”
“MICE is no longer an event that ends with a group photo but a story that lingers in memories”
Focus Points
Repeat business is the real measure of success
Numbers matter because mega-events boost not just hotels but local economies
Branding is embedded in every detail, from digital campaigns to poolside product launches
Differentiation lies in sustainability, wellness, and humanised service
