Meliá Zanzibar — Photo by Melia

The COVID-19 pandemic and travel restrictions have caused numerous changes in the travel industry, forcing the MICE segment to completely reinvent itself and look for new ways to reactivate business travel. According to forecasts made by GEBTA and BRAINTRUST, travel for professional reasons at the end of 2020 will still be 50% below the previous year.

One of the segments that has been most affected is that of incentive trips, a traditional motivational tool that companies use to reward their best customers, employees or partners. For Meliá Hotels International, incentive trips represented 10% of all MICE revenues in 2019, and it has also been an important segment for travel agencies over recent years.

Given the current situation, the leading hotel company in Spain has taken a step forward in making incentive travel viable in the COVID-19 era, distancing itself from the more traditional concept of organised group travel and creating a new format in which flexibility and personalisation of the journey by the end user are key.

The new individual incentive programme is linked to the MeliáRewards loyalty programme and offers companies the chance to give a stay to their customers, employees or partners as a gift, with each recipient able to choose the time, destination, type of hotel and duration of their trip. This is possible through the purchase of MeliáRewards points to share out among the people the company chooses which can be used whenever they wish.

"Offering individual incentive trips is the best option at a time in which travelling in groups may be subject to certain restrictions. That's why we are seeing a clear trend for companies to include hotel stays among their Christmas gifts to employees or partners, given that it's a very flexible incentive for the times we are living in" confirms José Miguel Moreno, Global B2B Sales & Marketing Senior Director at Meliá Hotels International.

This is one of the many activities the hotel company is currently carrying out to stimulate the MICE segment, adapting to the current market conditions under the Stay Safe with Meliá programme created by the company to reinforce health and safety in its services and facilities, and certified by Bureau Veritas.

For more information visit Meliá PRO​.

About Melia Hotels International

Rooted in Mallorca (Spain), with a global footprint, Meliá Hotels International has evolved over seven decades into one of the world's leading hospitality groups. Today, we are proud to be recognized as Europe's most sustainable hotel company by S&P Global, and as a Top Employer Large Enterprise 2025, reflecting our unwavering commitment to excellence, innovation and responsible tourism.With a portfolio of over 400 hotels across key destinations worldwide, we deliver differentiated guest experiences through our nine distinct brands: Gran Meliá Hotels & Resorts, ME by Meliá, The Meliá Collection, Paradisus by Meliá, Meliá Hotels & Resorts, ZEL, INNSiDE by Meliá, Sol by Meliá, and Affiliated by Meliá. Each brand is designed to meet the evolving expectations of our guests, while staying true to our Mediterranean roots and values.Our strategic focus on sustainability, talent development, and digital transformation continues to position Meliá as a benchmark in the global hospitality industry, driving long-term value for our stakeholders and creating meaningful experiences for millions of travelers around the world. . For more information, please visit www.meliahotelsinternational.com