The MICE market is shifting fast, and according to Wyndham Hotels & Resorts, the venues winning in 2026 aren’t the biggest — they’re the most adaptable.
For years, planners focused on square footage, room counts and tech specs. Those fundamentals still matter, but they’re no longer enough to secure a booking in a market where every meeting must justify its existence.
Jackie Brown, Regional Director, North & West Europe at Wyndham Hotels & Resorts reports that corporate meetings and events account for around 43% of revenue at Dolce Hotels in EMEA, with demand continuing to grow year‑on‑year. But this growth isn’t coming from selling space alone. Instead, it reflects a deeper understanding of how meetings fit into wider travel programmes, where convenience, experience and destination appeal carry as much weight as the facilities themselves.
The backdrop is a business‑travel sector that’s rebounding, but with changed behaviours. With virtual calls now a credible alternative, planners need more from every trip. Meetings must deliver outcomes, offer value, and provide a rewarding experience for delegates — before, during and after the agenda. That means venues must think beyond the meeting room, offering strong accessibility, smooth logistics and destinations that add something extra to the itinerary.
As a result, partnership has become the defining factor. Buyers want rapid proposal turnaround, flexible contracts for fluctuating numbers, dedicated MICE specialists and support that extends into the destination. Increasingly, they also need venues capable of hosting global conferences, with proximity to international airports and the ability to deliver a consistent experience for diverse audiences.
Wyndham says this shift has reshaped how its teams operate across Europe. Hotels are refining commercial processes, tightening response times and working more collaboratively with planners to build long‑term relationships rather than one‑off bookings.
Properties such as Dolce by Wyndham La Hulpe, set in the Sonian Forest near Brussels, illustrate the model: strong sustainability credentials, 40 meeting rooms, two auditoriums, extensive EV charging and a focus on experience as much as capacity. Across the region, demand is rising for hotels that offer more than space — from heritage retreats like Dolce by Wyndham Versailles to high‑capacity city hubs such as H4 Hotel Wyndham Paris Pleyel.
With approximately 21% MICE growth since Q1 2025, Wyndham’s Meetings & Events Collection now spans more than 120 EMEA hotels. The message is clear: in a market full of virtual alternatives, the venues thriving are those that deliver reliability, partnership and memorable experiences — not just square metres.