In cities with a population of over one million MICE is popular among corporate customers due to well-developed transport and city infrastructure, business activity in the development of regional offices and other factors that affect the commercial performance of hotels. In cities with a population of less than 1 million people, even if it is a regional center, corporate businesses are less likely to use hotels for corporate events due to a lack of awareness of the destination and its capabilities. When deciding on the venue for an outdoor event, customers take into account not only the quality of the hotel, but also the city's possibilities for organizing excursions and entertainment. Of course, the presence of a high-quality presentation of the hotel and Sales-kit help the hotel sales department in finding and attracting B2B customers, while the priority always remains those areas in which business representatives have already been and were able to personally verify the quality of not only hotels, but also tourist city infrastructure.

With easy and comfortable transport accessibility, high-quality rooms and professional venues for events, as well as their own concierge service with a well-developed menu of excursions, master classes and other activities in the city, WFG hotels from Michurinsk and Tambov managed to test the hypothesis and convey to some corporate customers about the competitive opportunities in this area, and the first events held confirmed the potential of the MICE segment. However, the number of applications still remained below the planned figures.

It was decided to organize a FAM tour for corporate Moscow customers from the industrial, manufacturing and financial sectors of the economy. This decision was made due to a higher percentage of conversion into requests after a personal visit of MICE decision makers compare to online presentation.

1. Managers of SEA Company have compiled an FAM tour program for 3 days / 2 nights, including the excursion and entertainment part.
2. The list of participants for invitation has been prepared and approved by the sales department of SEA Company. It included and was attended by decision makers for organizing events and business trips from Rosatom, Shell, PRODO, the Russian Industrial Development Fund, SMP financial group and others.
3. SEA Company employees provide full coordination of the tour: searching and inviting representatives of corporate clients, buying tickets, accompanying participants 24/7, establishing direct contacts between the hotel sales department and participants at the end of the tour.
4. The SEA Company marketer prepared a detailed specification for the hotel to create a Sales Kit, which was later used by the hotel's sales department to continue communication with the tour participants.

1.Thanks to the loyal pool of B2B clients of SEA Company, confirmation of participation in the tour was received in 1 week.
2. Business representatives highly appreciated the rooms, gastronomy and MICE venues of the four WFG hotels in Michurinsk and Tambov.
3. Direct and loyal communication between the hotel sales department and B2B clients has been established.
4. All four hotels will be included in the travel employee program.
5. All four hotels will be considered by the business when planning offsite corporate events.
6. The FAM tour opened a completely new route and direction for representatives of corporate clients, which had not even been considered before.