Cultural Experiences Fuel Business Travel, Says Hyatt

LONDON - Hyatt saw more than 147,000 meetings, incentives, conferences and exhibitions (MICE) enquiries in Europe in 2024, an increase of 9.6% compared to 2023, driven by a growing demand for authentic cultural experiences embedded into business trips.

Hyatt’s UK properties accounted for more than 25,000 of these enquiries, amounting to a 22% growth year on year. The UK market saw the highest number of MICE enquiries throughout the entirety of Europe, Africa and the Middle East (EAME), reflecting the popularity of Hyatt’s UK portfolio amongst business travellers.

This comes as global business travel spending is projected to reach $1.64 trillion in 2025, up from $1.48 trillion in 2024, according to the Global Business Travel Association, signifying strong momentum for the continued recovery and growth of the segment. With global spending expected to surpass $2 trillion by 2028, the ways in which travel companies are agile in responding to evolving customer demands is critical.¹

We are increasingly seeing business travellers look to make the most of trips by bolting on days to experience local surroundings. While business travel is well and truly back, there remains an undertone of cautious spending from travellers and companies, meaning this segment is more than ever about getting the highest return on investment from business trips. This also means that companies are laser focused on delivering high quality and engaging events that inspire productivity, requiring greater attention on unique and personalised settings, activities and F&B. Paul Dalgleish, VP Sales, Revenue and Business Development EAME

Dialling-up downtime with Together by Hyatt

Behind this growth lies Hyatt’s world-renowned hotel brands and a strong, long-standing reputation in the corporate travel segment, which alongside its meetings and events platform, Together by Hyatt, allow for the delivery of best-in-class meetings and events. Together by Hyatt guides the way Hyatt properties create experiences and deliver more connected meetings and events, with organisers and guests at its heart. The platform provides event organisers with the tools, resources and support they need to deliver unique and elevated events, prioritising what matters most to them, whether that’s wellbeing with waste reduction and thoughtfully sourced food, providing efficiencies through a real time planner portal, or curating unique experiences with bespoke event experience guides.

Shaping this growing demand is appetite for unique experiences that bring business travellers closer to the destination, whether that’s through food, team building, or learning a new skill. From harvesting honey while learning about the environmental benefits of beekeeping in Jabal Akhdar during a stay at Alila Jabal Akhdar, to truffle hunting in the forests of Hungary while staying at Párisi Udvar Hotel Budapest, or even unwinding with a yoga experience during a stay at Hôtel du Palais Biarritz - The Unbound Collection by Hyatt, the opportunities to dial-up events via unique experiences are endless when partnering with Together by Hyatt.

Business travellers are particularly drawn to authentic lifestyle experiences. We are seeing strong demand for meaningful connections with local surroundings, whether that’s through tasting local food, learning a new skill like beekeeping or exploring surrounding heritage. We only see this trend growing as demand for business travel continues on its upwards path, and travellers seek out the types of experiences that transform a business trip into a truly memorable experience. This is why we have ensured that across our brand bar, travellers are spoilt for choice when it comes to elevating any business trip, from Grand Hyatt and Hyatt Regency in our Classics collection, to Lifestyle brands like Andaz and The Standard. Gareth Cummings, Regional Vice President EAME, Hyatt Sales Force

Bespoke buyouts in stunning locations

Pivotal to the evolving corporate travel sector is the growing appetite from larger corporates to privatise entire hotels for MICE purposes. Whether guests are delivering energised sessions in a conference room, practicing meditation under the stars or strengthening connections over an authentic dish, corporates are increasingly recognising the benefits of an exclusive buyout that enables any meeting, conference or event to be elevated. Hyatt is responding to this demand, alongside the desire for increased return on investment from events, by offering greater flexibility for customers to deliver tailored, exclusive events with a full or partial buyout at a Hyatt hotel across Europe, Africa and the Middle East.

The stunning properties companies can enjoy an exclusive buyout at across Europe, Africa and the Middle East include:

• Alila Hinu Bay
• Grand Hyatt Al Khobar Hotel and Residences
• Grand Hyatt Doha Hotel & Villas
• Grand Hyatt Dubai
• Hyatt Regency Aqaba Ayla
• Andaz Prague
• Andaz Vienna am Belvedere
• Hôtel du Palais Biarritz
• Hyatt Centric Malta
• Hyatt Regency Amsterdam
• Park Hyatt London River Thames
• Grand Hyatt La Manga Club Golf & Spa
• Hyatt Regency Kotor Bay Resort
• La Zambra Resort
• Magma Santorini
• Secrets Lanzarote Resort and Spa
• Zoëtry Mallorca

The term “Hyatt” is used in this release for convenience to refer to Hyatt Hotels Corporation and/or one or more of its affiliates.