An event manager’s guide to corporate event planning
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What's a MICE specialist? Job description and career journey
MICE, which stands for Meetings, Incentives, Conferences, and Exhibitions, represents a specialized–and growing–sector within the travel industry. It focuses on arranging and managing group events, creating bespoke experiences from start to finish, including but not limited to once-in-a-lifetime incentive programs, away days, kick-offs and special events.Despite its association with rodents, the term ‘
MICE
’ remains a commonly used reference for the events and meetings industry in tourism—though some call it business tourism
and or business events.MICE specialists and agents play a crucial role in helping clients book and plan various group activities, whether it's organizing corporate outings for employees, or hosting large-scale events that showcase the latest innovations in a particular field.Let’s explore the responsibilities, daily tasks, and qualifications required to provide MICE consultancy services, shedding light on this dynamic and rewarding profession.What's a MICE specialist?
First things first. MICE specialists are professionals who assist clients in planning, contracting, organizing, and executing various events. They act as the primary point of contact, providing personalized end-to-end solutions and ensuring the smooth operation of events and great quality of relationships with clients.
What’s a MICE specialist’s job description?
A full-time MICE specialist’s daily work involves a diverse range of responsibilities to deliver high-quality service to clients.Some key tasks and situations they handle include:
Providing sales and client services:
- Taking ownership of the sales process, following up with MICE clients, and addressing their queries and concerns
- Cross-selling and promoting various destinations and products offered by the travel agency
- Preparing proposals, and quotes, and coordinating with product and sales teams
- Advising clients on suitable products and services based on their requirements
- Building relationships with existing clients and addressing any complaints
Operations, bookings, and reservations support:
- Assisting with monitoring service providers to ensure the delivery of high-quality services
- Conducting site inspections of hotels, restaurants, and other venues
- Coordinating booking requests with the operations team for various services
- Updating the department database and providing regular work-in-progress reports to the manager or chief operations officer
General admin tasks:
- Assisting with bookings for special services, such as transportation and accommodation
- Conducting online research as directed by the team
- Assisting with the preparation of contracts and invoices
- Providing administrative support and ensuring smooth departmental functioning
Continuously wanting to improve your working environment and yourself:
- Contributing to the enhancement of MICE products and services by providing feedback and client comments to the product department
- Attending regular training courses to stay updated on product knowledge and procedures
- Sharing information and insights with colleagues to keep them informed
How can you become a MICE specialist?
If everything sounds good so far and you’re still interested in the role of a MICE specialist, the next logical question might be, how to become one? Well, it typically requires a combination of education, experience, and specific skills–but most of it will depend on your drive and interest and showcasing them properly.The most common ways to become a MICE specialist include:
Getting the right education and certification:
- Tertiary studies in Tourism, Hospitality, or related fields are a nice-to-have, but not a must-have, to make it as a MICE specialist. These courses will provide you with a solid foundation of knowledge in the travel industry, geography, and foreign cultures that will make it easier to do your job, but most companies will not ask you to have them.
- Some universities and institutions offer specialized programs or certifications in MICE management, which can provide a competitive edge.
Showing your experience:
- Not always but sometimes companies will ask you to have a minimum of 2 years’ experience in the MICE industry. This can be as a project manager or business meetings, or revenue manager of business events around the world. This is to make sure you fully understand the intricacies of planning and executing successful events.
- Personal travel within the region and familiarity with various destinations are valuable assets.
Developing your skills and competencies:
- Strong written and spoken skills are essential for effective communication with clients and colleagues
- Proficiency in travel industry software and tools is highly beneficial
- Proficiency in various languages is always a plus when working in the hospitality industry or in the travel sector
- Good knowledge of Microsoft Office applications, including Excel, Word, and PowerPoint, helps in performing administrative tasks–and reporting–efficiently
- Competencies in managing: initiatives, performance, teamwork, planning, problem-solving, decision-making, customer focus, and communication are crucial for success in the role
Start your journey today in the MICE consultancy industry
Becoming a MICE specialist requires a blend of education, experience, and specialized skills. But it doesn't stop there—passion for travel and events is the secret ingredient that propels individuals to thrive in this dynamic industry. With the right qualifications and great enthusiasm, MICE specialists have the power to create unforgettable experiences for their clients and leave a lasting impact on their organizations.
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