Hyatt’s Surge in MICE Enquiries in the Middle East: A Closer Look
Rising Demand for MICE
In 2024, Hyatt reported an impressive increase in meetings, incentives, conferences, and exhibitions (MICE) enquiries across the Middle East, reaching over 42,000. This marks a 5.2% growth compared to the previous year, highlighting a burgeoning interest in blending business with authentic cultural experiences during travels. The quest for unique experiences during business trips reflects a significant shift in traveler preferences, ushering in a new era for corporate travel.
A UAE Powerhouse
The UAE has emerged as a front-runner in this surge, accounting for nearly 24,000 of the total enquiries—translating to a remarkable 6.6% year-on-year increase. Moreover, Hyatt’s properties in Saudi Arabia are also seeing rising interest, with over 7,000 enquiries and a notable 10% increase since 2023. Grand Hyatt Dubai, with its expansive event space, plays a pivotal role in this uptick, offering one of the largest exhibition centers in the region at 5,000 square meters, accommodating up to 3,000 attendees.
A Growing Global Landscape
According to the Global Business Travel Association, global business travel spending is projected to soar to $1.64 trillion in 2025, a step up from $1.48 trillion in 2024. This momentum corroborates the vitality and resilience of the MICE sector. With expectations to exceed $2 trillion by 2028, companies must be agile, adapting to changing demands and expectations from their clientele.
The Evolving Needs of Business Travelers
Paul Dalgleish, Hyatt’s VP of Sales, Revenue, and Business Development for EAME, noted that business travelers increasingly desire to maximize their trips by integrating personal exploration alongside work commitments. While business travel is rebounding, there’s a discernible trend of cautious spending. Companies are now focused more than ever on achieving high return on investment during business trips, leading to a greater emphasis on engaging, high-quality events that inspire productivity.
Together by Hyatt: A New Approach
At the heart of Hyatt’s growth strategy is its meetings and events platform, Together by Hyatt. This initiative exemplifies Hyatt’s dedication to crafting unparalleled experiences for guests. Event planners gain access to various resources and tools that simplify the planning process, allowing for a sharper focus on elements crucial to a successful event, such as sustainability and wellness, while ensuring that the event is memorable and enjoyable for all attendees.
Crafting Unique Experiences
The shift towards tailored experiences is reshaping business travel expectations. Guests increasingly seek out encounters that connect them deeply to their destinations—be it through culinary adventures, local team-building exercises, or skill-based learning. Hyatt properties offer a variety of unique experiences, like beekeeping in Jabal Akhdar, culinary labs at Hyatt Regency Istanbul, and even truffle hunting in Hungary while staying at Párisi Udvar Hotel Budapest.
The Trend of Exclusive Buyouts
An emerging trend in corporate travel is the desire for exclusive hotel buyouts for MICE functions. This allows companies to create tailored environments that foster collaboration and connections. Recognizing this demand, Hyatt has begun offering flexible options for full or partial buyouts at its properties throughout Europe, Africa, and the Middle East.
Stunning Properties for Exclusive Events
Hyatt’s portfolio features a collection of breathtaking hotels suitable for bespoke buyouts, which can enhance any corporate event. Notable options include:
- Alila Hinu Bay
- Grand Hyatt Al Khobar Hotel and Residences
- Andaz Prague
- Park Hyatt London River Thames
This diverse range of properties ensures that companies can find just the right setting to meet their unique event requirements, whether they are seeking modern amenities, breathtaking views, or immersive cultural experiences.
Beyond the numbers, Hyatt’s focus on providing high-quality, engaging events rooted in local authenticity is becoming increasingly relevant in today’s business landscape. With the hotel industry undergoing rapid transformations, Hyatt’s approach reflects a commitment to connectivity and an understanding of what today’s traveler seeks from both business engagements and personal journeys.
