Hotels often underestimate the real financial impact of MICE — not only in room nights, but in hidden margins, F&B, upsell opportunities and the true value of meeting space. This workshop explores the commercial tension every hotel faces: should you contract rooms far in advance at lower group rates to secure meeting business, or hold out for high-yield transient demand on peak dates?

Using real data insights, profitability dilemmas and strategic trade-offs, we challenge industry assumptions and reveal how smarter alignment between Sales and Revenue can dramatically increase Total Revenue per m².

This workshop is designed for senior hoteliers, commercial strategists, revenue leaders, and sales & marketing professionals looking for new perspectives and inspiration.