Cultural experiences take business travel to a new level

The MICE segment is growing, and business travelers today want more than just conferences and meetings. Hyatt demonstrates how business travel can be enriched with personalized experiences.

Global increase in business travel spending

The Global Business Travel Association forecasts global business travel spending of $1.64 trillion this year, with the prospect of this figure exceeding $2 trillion by 2028. This indicates strong momentum for the continued recovery and growth of this segment, and thus a fundamentally changed offering that hospitality companies must adapt to.

Current figures from Hyatt 's German portfolio reflect this upward trend: In 2024, inquiries in the MICE segment increased by 12 percent to a total of almost 25,000. Hyatt's overall European portfolio recorded 147,000 inquiries, representing an increase of almost 10 percent year-on-year. This puts the company at the forefront when it comes to meeting the needs and expectations of business travelers. This trend is evident across EAME: In Europe, the Middle East, and Africa, Hyatt recorded a 9 percent increase in MICE inquiries to over 210,000 inquiries in 2024. A driving factor for this upswing is the growing interest in unique and cultural experiences that bring business travelers closer to their destination.

Tailor-made experiences for successful business trips

Paul Dalgleish , Vice President of Sales, Revenue and Business Development EAME at Hyatt, sees a direct connection between this and business travelers' desire to get the most out of their trips by adding extra days to explore the destination: "Even though business travel is definitely back, a certain cost consciousness is still evident among travelers and companies. Now more than ever, it's all about getting the most out of a business trip - with a focus on special environments, personalized experiences and culinary offerings."

With the growing interest in authentic lifestyle experiences, Hyatt is seeing a growing demand for connections to the local environment – ​​whether through enjoying regional cuisine, learning new skills like beekeeping, or discovering local cultural heritage.

Gareth Cummings , Regional Vice President EAME, Hyatt Sales Force, explains: "We see this trend continuing to grow, parallel to the increasing demand for business travel. Travelers are specifically looking for experiences that transform a business trip into a true adventure. To meet the needs of different business travelers, we offer a variety of options within our brand portfolio – from Grand Hyatt and Hyatt Regency in our Classics Collection to lifestyle brands like Andaz and The Standard."

Hyatt's long-standing and strong reputation in business travel, combined with globally renowned hotel brands and the Together by Hyatt meetings and events platform, is a key driver of growth in the region. Hyatt currently operates over 200 hotels and more than 49,000 rooms in 41 countries within the EAME region. By 2028, the company plans to expand its brand presence in 13 new markets in the region. Furthermore, Hyatt has been recognized by the leading event management platform, Cvent, which included nine Hyatt hotels in its prestigious annual list of Top Hotels and Destinations Worldwide . With this in mind, Paul Dalgleish is confident that Hyatt will continue to develop and adapt its diverse MICE offering to continue delivering the highest level of meetings and events.

Together by Hyatt: The event platform optimizes business travel

"Together by Hyatt showcases how our hotels are creating experiences and connecting meetings and events more closely – always with the goal of putting organizers and guests at the center," adds Dalgleish. "The platform offers event planners tools, resources, and support to implement customized, sophisticated events – whether through a focus on sustainability, such as waste reduction and conscious food choices, through efficiency thanks to real-time planning portals, or through customized experiences with the help of event guides. Whether it's a honey harvest at Alila Jabal Akhdar , an olive oil tasting at La Zambra Resort – The Unbound Collection by Hyatt , or yoga at Hôtel du Palais Biarritz – The Unbound Collection by Hyatt : the possibilities for enriching events with extraordinary experiences are virtually endless."

There's also growing interest among large corporations in booking entire hotels exclusively for MICE purposes—further evidence of the shift in the business travel sector. Cummings says: "Whether it's energetic meetings in a conference room, meditation under the stars, or enjoying local cuisine together—more and more companies are recognizing the added value of exclusive bookings that can enhance any event. Hyatt is meeting this demand—and the desire for higher ROI—with flexible offerings for tailor-made events , including partial or full hotel bookings in Europe, Africa, and the Middle East."

Make the most of your next business trip with authentic experiences that inspire. Discover all the possibilities at hyatt.com .