MICE stands for meetings, incentives, conventions and events — the function business of conferences, celebrations and corporate events. For hotels and restaurants it is the most plannable segment of all: long lead times, guaranteed attendee numbers, calculable packages — and it fills exactly the gaps that individual business leaves (low season, weekdays, side rooms). Sold professionally, it turns dead space into contribution margin.
Enter the enquiry's key data — contribution margin and the price floor appear instantly.
The price floor covers variable and fixed costs — never negotiate below it, not even "to get a foot in the door". Ancillary revenue (drinks on consumption, room nights, tech) comes on top and is often the real profit.
| Building block | Why it counts |
|---|---|
| Package toolkit | 2–3 clear conference/celebration packages (e.g. €49/69/89) instead of an itemised price list — faster to quote, easier to compare, a better anchor (price psychology). |
| Response time < 24 h | MICE enquiries go to 3–5 venues in parallel — whoever answers concretely first wins disproportionately often. Enquiry form + quote templates are mandatory. |
| Function sheet | ONE document with all details (schedule, seating, tech, allergies, contacts) for kitchen, service and tech — the difference between composed and chaos. |
| Contract with tiers | Attendee confirmation deadlines, cancellation tiers, deposit — events without contracts are bets. |
| Follow-up routine | After the event: thank-you mail, feedback, offer for the next date — corporate events repeat annually; the second order is the cheapest. |
Properly costed: clearly — guaranteed revenue at plannable costs, often in otherwise weak times. Uncosted, the banquet is also the fastest way to lose money with a full house: the calculator above shows the floor.
With ranges instead of evasion: "our wedding packages run between X and Y per person depending on scope" plus an invitation to talk. Giving no orientation drops you from the shortlist; revealing everything negotiates against yourself.
Market standard: a binding number until ~7 days before, charged even if fewer show up (tolerance ~5%). Not stinginess but the costing basis — goods and staff are committed by then.
From regular business onwards yes — at least as a clearly assigned role (quotes, contracts, function sheets, follow-up). Event sales "on the side" produce slow answers and expensive misunderstandings.