MICE assessment 1 GUIDELINES 2020

• You have been commissioned by the magazine “Special Events”, for their upcoming special
edition themed ‘Business Travel Matters’. They have asked you to write a feature article on how
the economic development in India will influence the business travel market and the demands of
the business consumer. The magazine readership is primarily comprised of event and corporate
meetings professionals, as well as a wider hospitality audience.

• Your article should highlight the scope of the international hotel industry in terms of scale and
size, product offerings and innovation in design. It should analyse how these factors satisfy the
varied requirements of the business traveller. Your article should draw upon appropriate
academic theory, terminology and examples selected from hotel practices at an International
level.

The article should be 1,800 words, give or take 10%. It should contain visual material, which may include
supporting pictures or graphics. While it is not essential for the piece to be ‘designed’ in terms of layout,
the highest marks for presentation will go to those articles that have considered the visual layout of the
piece. ( three column work will fetch higher marks)
For these purposes, you may note that the magazine is printed in A4
format. The article should be submitted on Turnitin.

1. International hotel and travel & tourism industry

Introduction –
Introduce International travel & tourism industry before pandemic.

(Do not give any kind of definitions but can provide an overall view of this industry).
Mention:

a. The size (rate of growth – compare the past and recent figure) ( data is available in the
blackboard from Mintel Report, first chapter of Tony Rogers’s conference management.)
please check the pdf files of week one lecture.

b. The scope of travel and tourism industry all over the world ( provide a projected figure of
growth e.g 2023 figure available in UWL lecture )

c. Size of business travel sector within overall travel and tourism sector. Express in percentage.
Mention the rate of growth of MICE tourism in India. Express in percentage comparing with
the world data.

d. How the economic development in India was supporting the growth of the industry:
Importance of this segment with respect to the economic development of a country ie.
How business tourism industry is affecting economy of a country eg. Increase in the level of
employment, increases in the per capita income of a country, scope of foreign direct
investments, increase in GDP, proliferation of and massive use of technology, apps.
 Global Economic Significance of Business Events ( available in BB read the executive
summary)

2. Current trends in MICE Sector – write the customer’s changing demand according to the profile(
veteran, road weary , wide eyed and anxious etc) current trend means the business travellers are
not only happy with the free Wi-Fi, a comfortable sleep, printer or audio visual, they want more
some of them are very tech savvy so they want more some of them want to check in while sitting in
the aeroplane . Find out the current trends and matching the profile and how the hotel is offering
this.– pls refer to week 2 ppt part 1 and materials
Read state of business travel 2020 article available in BB

3. How the industry is currently providing for business travellers, supported by actual
examples of innovative best practice -
Offer from the hotels – (use of artificial intelligence and use of technology) here students have to
get the actual examples, It is suggested that students speak to the f&b, FP, FO, HK department to
find out what the hotels are doing currently so all the departments have to give their respective
feedback so that the students can find out which hotel is providing what? (International Chain),
references with proper citations will also be helpful. Refer to Defining the Hotel Product PPT.

4. How the market is likely to change, and how hotels should best respond to make the most
of these changes. Identify any examples of hotels that are already responding or anticipating
these changes. – refer to the article provided on post covid actions, impacts etc “future of business
traveller” within the chapter understanding business traveller, investigative activity. Also research
on the probable changes in demand in future and how the hotels / govt / travel sector responds,
related to the security issue mainly, technology implementation, use of IOT, communication
devices, demand for seamless conveyance systems, demand for improved railway systems,
branding, grading.
(Wk. 2 lecture and chapter 9 of T. Rogers)
Market Line Case Study Hotel Brand Differentiation How major companies are using an array of brands to
appeal to all ( wk 3 reading material)
Part 1 wk 3 ppt slide 10 -11
5. Conclusion : sustaining the MICE segment in post pandemic era in India

NB Journal article should be continuous flow of writing like an essay. There should not be any
heading.
Data comparison can be shown with the help of a graph. Pictures of what hotels are doing can be
added. Should not be many. Within text citation can be avoided as it is journal article. But
referencing is compulsory. Use quality citations. DO NOT USE MUCH OF .COM OR BLOG SITES.
.COM CAN ONLY BE USED WHILE TAKING DATA FROM COMPANY WEBSITE.
Read the whole assessment to find out the format and layout of writing.