Understanding MICE and Meeting Room Pricing in Hotels

1. What Is MICE?

MICE stands for Meetings, Incentives, Conventions, and Exhibitions — a key business segment for many city and resort hotels.
It covers all types of corporate and group events that require meeting rooms, banquet halls, catering, and event support.

2. Two Main Pricing Approaches

3. Area-Based Pricing (by Sqm or Sqft)

Used when the client rents empty space only (no food, no setup).

Example:

• Ballroom size: 1,000 sqm
• Rate: 1,000 THB per sqm per day
• Total = 1,000 x 1,000 = 1,000,000 THB/day

Typically Includes:

• Space rental only
• Standard air-conditioning and lighting

Additional Charges May Apply For:

• Setup and teardown
• Audio-visual equipment
• Cleaning or overtime use

4. Package-Based Pricing (Per Person)

Used for most corporate meetings, training, and seminars in hotels.

Advantages:

• Easy to quote and understand
• All-inclusive pricing
• Popular with corporate clients

5. Factors That Affect Pricing

1. Room size and quality – ceiling height, lighting, décor, and acoustics
2. Location – city center, resort area, or provincial town
3. Seasonality – higher during peak months or weekends
4. Facilities and technology – parking, Wi-Fi, LED screen, built-in sound
5. Group size – larger groups often receive lower per-person rates
6. Hotel occupancy – if rooms are fully booked, meeting-only rental may be limited

6. Sample Calculation

Company ABC holds a full-day seminar for 50 delegates

• Package rate: 950 THB/person
• Total = 50 x 950 = 47,500 THB/day
• Add AV equipment rental: 3,000 THB
• Grand Total = 50,500 THB/day

7. Common Terms in MICE Sales

8. Key Takeaways

• MICE business is high-yield because it combines room, F&B, and service revenues.
• Pricing is usually based on area (sqm/sqft) or delegate packages (per person/day).
• Always align your pricing with location, service quality, and guest experience.