Project Scope

Our team was engaged by one of the largest gaming companies in the USA to provide strategic insights and guidance as they sought to expand their Meetings, Incentives, Conferences, and Exhibitions (MICE) segment globally. Recognising the growing importance of non-gaming revenue streams, the client aimed to diversify their offerings and capture a larger share of the lucrative global MICE market.

The project began with an in-depth analysis of the global meeting and group business landscape. We examined key trends shaping the MICE segment, including shifts towards experiential events, sustainability-focused venues, hybrid meeting technologies, and the increasing demand for non-traditional meeting spaces. Our research provided a comprehensive understanding of regional market dynamics, competitive benchmarks, and emerging opportunities in key destinations.

Particular emphasis was placed on non-gaming trends, as the client aimed to align their strategy with evolving preferences of corporate and group travellers. We identified high-value markets and proposed strategies to position the client’s properties as premier MICE destinations, leveraging their existing brand equity while diversifying beyond gaming-focused revenue.

Our recommendations included designing flexible meeting spaces, integrating cutting-edge technology, and enhancing wellness, sustainability, and experiential components to appeal to global corporate clients. We also provided actionable insights on marketing strategies, sales team alignment, and partnership opportunities to optimise their approach to attracting large-scale meetings and conferences.

By aligning the client’s MICE strategy with global trends and best practices, the engagement equipped them to capitalise on the growing demand for sophisticated and versatile event spaces. This project highlighted the transformative potential of non-gaming revenue streams and positioned the client as a competitive player in the international MICE market.

A projekt helye

Global