Thomas Cook India taps into the high potential MICE Sector

Curates MICE programmes focussed on experiential travel

Thomas Cook (India) Ltd. has witnessed a significant increase in demand for experiential travel from the MICE (Meetings, Incentives, Conventions & Exhibitions) sector and to capitalise on this opportunity, has launched a portfolio of unique programmes that deliver exceptional and engaging experiences across key global destinations.

The MICE sector in India has been evolving at a rapid pace. In this the new age of travel, India’s corporates are displaying an increasing appetite for unique travel experiences to woo their top performers, and are not hesitant to spend on the same. The clear shift from the traditional basic sight-seeing tour plus gala dinner, to innovative and immersive experiential itineraries, has created significant potential for the MICE sector.

Thomas Cook India’s internal data too has reiterated this growth potential, having witnessed demand of over 20% for experiential MICE travel in the last 3 years. Hence, in a strategic initiative to leverage this momentum, the company’s MICE business has curated a series of cutting-edge MICE programmes. Thomas Cook’s experiential MICE portfolio incorporates fascinating long-haul destinations (Iceland, Canada, Japan, Korea, Norway, New Zealand, Australia and USA, etc.) and short hauls (like Baku, Kiev, Morocco, Oman), coupled with distinctive elements including the adrenalin rush of Queenstown’s adventure experiences, snow-mobiling in Iceland, rafting in Norway, Formula 1 drives on the Yas Marina circuit, 360 degree helicopter tours, etc. Sightseeing trips are delivered with an exciting twist: via segway in Hungary or Spain, vintage cars in Prague, stretch-limousines in Dubai/Abu Dhabi or helicopters in Canada. Also incorporated are exclusive dining experiences- on a glacier in Canada or a private island in Australia; also decadent spa-wellness programmes and thermal baths in Iceland, Turkey, Jordan, New Zealand and more.

Key source markets in India for experiential MICE travel include Mumbai, Delhi-NCR, Chennai, Bengaluru and Hyderabad; also mini-metros and Tier 2 cities like Pune, Ahmedabad and Indore. Spends per MICE traveller have reached up to Rs 5 lakhs per person for a 6 – 7 night trip.

Rajeev Kale, President & Country Head – Holidays, MICE, Visa & Passport Services, Thomas Cook (India) Ltd. said, “The evolution in the MICE sector is creating an expanded market of discerning corporates. With experiential travel high on their wish-list, our launch of engaging MICE experiences was intended to capitalise and build on this significant and growing opportunity.” 

He added, “Our MICE Product Development Team has pushed the envelope with exclusive experiences to wow our discerning MICE clientele, and fun-engaging elements like team-building ‘war games’ in Russia in Kosack military gear and aboard tanks, helicopter rides to soak in Canada’s breathtaking vistas, glacier landings in New Zealand, luxury super-cars for inter-city transfers in Germany or beer-biking in Holland are but a few of the exciting examples. Food plays a mission critical role in MICE tours and to ensure an authentic experiences, we have had meals curated by celebrity Chef Ranveer Brar that include both pure Indian and hybrid cuisine.”

He concluded with, ”A great success story was our Iceland tour for a prestigious MICE group of 400 travellers, with spectacular experiences like snow-mobiling adventures, glacier climbs, monster truck tours and exclusive access to the renowned Blue Lagoon Spa. Customer delight and the growing pipe-line for such experiential MICE programmes indicates vibrant business potential and one we certainly intend to maximise.”

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