As the MICE industry continues to change, it's imperative that meeting, incentive and event planners remain open to learning to help them create more competitive products and be more flexible when faced with unforeseen circumstances. That was a major talking point in our conversation with Deborah Dickerson, chief relationship officer of East West Connection. As part of our Buyer Q&A series, we also spoke to Dickerson about luxury meetings, the importance of mentorship and more. Continue reading for our full conversation.
Do you think the luxury MICE market is different from the overall MICE market? If so, why?
Yes, I do think that it’s a different market than the overall MICE market. As it relates to incentives, the luxury market has a maniacal focus on creating experiences that most attendees could not create on their own. The overall MICE market experience can, in many cases, become achievable for the average consumer.
What makes a meeting or incentive “luxury” in your experience? Is there an example of a luxury service or a “special touch” you’ve created or experienced?
My response to this is similar to the previous question. There are a few things that we have done at East West Connection to elevate the luxury experience for attendees:
- We provide personal concierge service
- In addition to the DMC staff and driver, we also send the assigned concierge to meet and greet attendees at the destination airport.
- Establish a welcome committee inclusive of venue staff upon their arrival at the venue
Do you have or have you had a mentor relationship? How has this impacted you?
I was fortunate enough to have a mentor for my entire career: She was my first employer and our relationship has evolved over the years. She is in her 80s now, and we are still in communication. The lessons she taught me years ago still ring true today. Her guidance, no-nonsense attitude and belief in me, is why I have been able to navigate corporate America successfully. Because of her, I developed a passion for mentoring and have been doing so for many years.
What do you believe will be a game-changer for the MICE industry in 2024?
The utilization of AI. Based on attendee demographics, AI will enable planners/clients to identify the best geographical area and venues to provide a sense of belonging to all attendees. It can also customize the experience for each attendee by analyzing attendee data to personalize recommendations for sessions, activities and networking opportunities, ensuring a more engaging and relevant experience.
What is the most important lesson you’ve learned in your career?
Our industry must always remain open to continuous learning. The MICE industry is a competitive space. Our industry is continuously evolving with new technologies and changing attendee expectations. We now have multiple generations who are both planners and attendees. Continuous learning equips planners with the knowledge and skills to remain flexible and resilient in the face of unforeseen circumstances. Continuous learning encourages creative thinking and problem-solving. By exploring new concepts and approaches, we can develop innovative solutions to challenges, improving the overall quality and success of events.
What is your vision for the MICE industry?
That the industry continues to grow, remains mindful of the challenges this world is facing, and [looks to] determine and incorporate how our industry can make a positive impact.
Related Stories
Don’t Forget About the “E” and “I” in DEI: Roundtable
What’s Driving Business Travel Tension and How to Address It
Hickory Launches Referral Program with MGME
Companies Need to Provide More Support for LGBTQIA+ Travelers