Customer journey of the MICE target (May 2022)

visit.brussels is implementing a marketing strategy which is as "customer centric" as possible. The association wanted to carry out a qualitative study to analyse the functioning of four targets of the MICE sector in greater depth:

•       PCO (Professional Conference Organizer)

•       AMC (Association Management Company)

•       International Association

•       Event Agency/Event Planner with mainly corporate clients

Objectives:

to determine their customer journey for organising a B2B event, from inspiration to decision making

 to identify communication channels and touchpoints

 to understand the role of intermediaries and their clients in this process to understand the perception of Brussels as a destination city

to identify the expected role of a DMO such as visit.brussels

to understand how they classify their customers

The choice of destination for an event is subject to various strategic, budgetary and practical considerations 

Brussels has a serious, institutional image, and professionals need (and want) a guide to show it in a warmer light

The pandemic has brought uncertainty and a need for flexibility for all stakeholders (customers, intermediaries, providers)

The Convention Bureau is a key intermediary for accessing providers in a destination, but professionals expect a proactive partnership throughout the process