By-Invitation Only: Designing Leverage of MICE Potential in the Business Mix | Madrid
By-Invitation Only: Designing Leverage of MICE Potential in the Business Mix | Madrid
September 30 @ 9:30 am - 1:30 pm
By-Invitation Only: Designing Leverage of MICE Potential in the Business Mix
📅 Tuesday, 30 September 2025
🕔 9:30 am – 1:30 pm (followed by light lunch)
📍 Amadeus IT Group, Calle Salvador de Madariaga 1, 28027 Madrid
An exclusive MICE Strategy Experience comes to Madrid
We’re excited to bring a high-impact, MICE strategy workshop to Madrid, where industry leaders gather to explore how to unlock the full potential of MICE in today’s business mix.
As HSMAI Europe continues to strengthen its regional focus, we’re sharpening our lens on MICE, delivering greater insight, tools, and collaboration opportunities to those shaping commercial strategy. Following the success of our MICE sessions in London, Oslo, Amsterdam, Lisbon, Athens and Stockholm, we’re once again joined by Mark Struik and Thijs Peters, Partners at Conventus Consultants, who will moderate the day’s agenda with their signature energy and expertise.
We are also joined by Javier Campo, SVP Europe at Amadeus Hospitality and a member of HSMAI Europe’s Board of Directors. He will welcome us and make sure you are all well taken care of at the Amadeus Head Office in Madrid.
Javier Campo
SVP Europe
Amadeus Hospitality
Mark Struik
Partner
Conventus Consultants
Thijs Peters
Partner
Conventus Consultants
How you can benefit from this session!
You will have the opportunity to explore with colleagues in the MICE industry the latest marketing and sales strategies and trends, including effective usage and adoption of AI, RFP processes, distribution mix, yield management as well as data analysis to make decisions. Each dimension will help you to build a more comprehensive and strategic understanding on this subject while strengthening your network with colleagues from Spain and Portugal.
Who Should Join?
This event is tailored for hoteliers, commercial strategists, revenue leaders, and sales & marketing professionals eager to gain new insights and expand their network.
Please note this is a by-invitation-only workshop and all registrations will be pending approval!
We’re shaking things up and bringing a powerful workshop on MICE strategy to Stockholm—a condensed version of our highly successful “Designing Leverage of MICE Potential” workshop we hosted in January in London, that was moderated by Mark Struik and Thijs Peters, Partners at Conventus Consultants.
Mark and Thijs will join us in Stockholm too and will be our moderators.
As HSMAI Europe expands and our members would like to increasingly prioritise MICE, we are dedicated to enhancing our focus on this both locally and regionally. MICE Data will also be given a lot of focus during this day.
Key Objective
- We’ll be examining this from multiple perspectives, including MICE marketing & sales, the RFP process, distribution networks, yield management, sustainability, training, and data analysis.
What’s on the Agenda?
🎯 MICE Workshop – A special condensed version of our successful “Designing Leverage of MICE Potential” workshop that took place in London.
Who Should Attend from your company?
This event is tailored for hoteliers, commercial strategists, revenue leaders, and sales & marketing professionals eager to gain new insights and expand their network.
Please note this is a by-invitation-only workshop and all registrations will be pending approval!
