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Thomas Cook India drives revival of MICE business


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With positive corporate sentiment driving demand post pandemic, MICE travel is gaining momentum for both international and domestic destinations. Thomas Cook (India) Limited, India’s leading omnichannel travel services company, has witnessed strong recovery for its MICE business in 2022 – with over 100% growth vs its pre-pandemic levels. The Company has delivered over 200 physical groups of between 100-2500 delegates per group, with spends of over Rs 3-4 lakh per person for premium groups. In addition to incentive groups and meetings, the Company has successfully managed over 75 international and domestic events; also 5 weddings and associated events, with a strong pipeline for the upcoming season.

Thomas Cook India’s MICE team has operated MICE groups to France, Switzerland, Abu Dhabi, Dubai, Maldives, Australia, Turkiye, Singapore, Thailand, UK, Italy, Hungary and South Africa. Sporting events were a key focus area and the Company managed several corporate groups for the cricket bonanza in Australia and the UK; also the World Cup in Qatar.

Thomas Cook India has curated unique experiences for corporates, such as thrilling Harley-Davidson biking and helicopter rides with 360° panoramic views; an exclusive and exciting flash mob in the middle of Trafalgar Square and an air show in the UK. Gastronomic experiences such as cocktails-dinner at the hallowed MCG stadium with an Australian cricket legend; a unique sundown dining tour in Paris and London – with scenic views via a glass-topped roof; also winery festivals.

With corporates seeking luxury experiences, Thomas Cook has successfully managed premium groups for global CXOs with stays at uber-luxury hotels. Premium experiences included: dining at a Michelin star restaurant and vintage plane rides; also private sundowner-dinner sailings with curated local elements and flavours.

Domestic MICE has been a key strategic focus for the Company with Thomas Cook India managing multiple events across Delhi, Mumbai, Bangalore, Hyderabad, Chennai and Goa. The Company’s MICE team has also managed an inbound group of 400 customers in the National Capital Region and 6000 delegates from across 130 countries including UK, USA, Africa, Australia and Singapore – in Mumbai.

Thomas Cook India has managed the prestigious groundbreaking ceremony of the WHO Global Centre for Traditional Medicine for the Ministry of Ayush (GOI) & the World Health Organisation (WHO); the first ever Digital Yoga Exhibition organised by Ministry of Ayush, Government of India. The Company was also the Hospitality Partner for the 4th edition of the Khelo India School Games, 2022.

Cruises represent an attractive value proposition for the MICE sector and Thomas Cook India has delivered a cruise trip for over 600 delegates in Italy; also for groups of 30-300 delegates for India sailings. Popular international cruise liners include Costa Cruises, Royal Caribbean Cruises, Resorts World Cruises and Norwegian Cruise Line.

Meera Charnalia – Sr. Vice President and Head – MICE, Thomas Cook (India) Limited said, “We have witnessed accelerated business revival of our volume driver MICE segment by offering unique experiences to corporates. I am delighted with the noteworthy delivery of our MICE Team – we have managed multiple groups ranging from 100 – 2500 delegates with budgets of over INR 4-5 lakh per person for premium groups – indicative of clear appetite for MICE spends.”

“In addition to international destinations like Europe, Turkiye, Australia, UK, Singapore, Thailand, Malaysia, Dubai and Abu Dhabi, Maldives and South Africa, we have managed events in Delhi, Mumbai, Bangalore, Hyderabad, Chennai, Rajasthan and Goa on the domestic front.We witnessed over 100% recovery vs our pre-pandemic levels for MICE sector with our robust forward pipeline reflecting a strong and growing appetite for MICE travel in 2023 and beyond.”

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