By: Jena Tesse Fox
As development in gateway U.S. cities increases, hotel companies are looking to smaller urban centers for upscale hotel development. In recent years, secondary markets have capitalized not only on growing demand from the meetings and incentive market, but on their unique cultural qualities to attract high-end travelers who are accustomed to high-end accommodations—and developers are taking note.
The MICE Market
In 2013, the Omni Nashville opened next to the city’s famous Country Music Hall of Fame and Museum and its new convention center. This location, Peter Strebel, SVP of operations for Omni Hotels, said, was ideal for an upscale hotel, especially one that could serve the Meetings, Incentives, Conferences and Expos (MICE) market. “Nashville was building a brand-new convention center,” he said. “We knew the demand for meetings and conventions was going to be very strong.
Omni already had success with this format in Fort Worth, Texas. When the property there opened in 2009, the city had just renovated and expanded its convention center. “They knew, in order to get the proper type of business, they would need a new headquarter hotel,” Strebel said. “That’s how we were attracted to Fort Worth. That project was extremely successful.”
Read the FULL Story HERE >>>> via How the MICE Market is Driving Development in Smaller Cities | International Meetings Review.