Off to the mountains

Meeting room at the Hotel Chedi in Andermatt.The talks in Barcelona, at the ibtm trade fair, had presented one trend in particular: Attendee engagement - "attendee engagement" in industry English - and has almost nothing to do with the old incentive contests. Back then, they celebrated the best in the business, usually the salespeople, and rewarded them with tourism-based prizes, among other things. The best hotel, champagne iced, tickets to football matches or theater, pure luxury to enjoy - but also one-sided to consume. It was never about talking to the best or even meeting them in person. The goal was only to award the best, with the ulterior motive being that the winners would work even harder the next year so that they could receive the incentive prizes again. This was done with the idea that non-winners would work harder next time. But that usually didn't happen, because often the lesser employees simply lost interest in the contest.Integration instead of incentiveWith good reason, such things are old news, and not just for reasons of corporate social responsibility (CSR). This is not yet the case in China and other new MICE markets, where classic incentives are still effective, but it is here in Switzerland and Germany. Today, one wants to integrate employees into the company, recognize them as part of the whole and make the best possible use of their personal opinions and special skills. In other words, participation (i.e. integration) instead of turn-on (by means of incentives). Since corporate events are logically becoming smaller and more theme-specific at the same time, there are also good opportunities for the resort hotel industry if it can come up with suitable offers. It is therefore not surprising that new construction is also taking place in the luxury sector in the mountains. One example is the Davos-Klosters region. After already several new hotels in Davos in the last three years (Intercontinental, Hilton, Ameron), another fresh design hotel opened this winter with the Spenglers, which offers seven modern seminar rooms. These could not be more different; from classic basic rooms to the chapel or the "Little Bar". In one/two years, Klosters will also get a luxury hotel for 90 million francs, the La Montana with 100 rooms, numerous restaurants and several banquet and congress halls.

For special occasions: the alpine hut of the Hotel Kronenhof in Pontresina.Nature as a motivatorThe mountain resorts and also their 5* providers in the MICE sector can be successful in this segment if they meet the needs of the companies, are flexible (for example, conversion of the premises and price structure) and at the same time also help to deliver content. Because mountain hotels are predestined to live "attendee engagement"! Nature is an excellent playground for activities, sports, entertainment and togetherness. Jean-Yves Blatt, host at The Chedi Andermatt, agrees with these arguments and sees an increasing demand from Swiss corporate business in 2017: "In combination with our diverse locations and surrounded by beautiful nature, we can also offer meetings outside the classic rooms - for example in the Wine Library or in the Club House. This allows our clients to get a completely different perspective on everyday situations. Of course, our event rooms are equipped with state-of-the-art technology, but when the weather is nice, many MICE clients are still drawn out into nature." For the Chedi crew, it is therefore important to tailor each occasion very individually to the personal needs of each company. And the smaller the event, the more value such customers place on a varied program of activities. The offer therefore includes not only skiing and hiking, but also helicopter flights, picnic events, snowshoeing and golf courses.Digital DetoxPontresina is not the biggest destination for meetings and events. But even there, there are excellent guesthouses that specifically acquire corporate events. The time-honored Grand Hotel Kronenhof, for example, can score points when a company deliberately wants to hold meetings in less glamorous resorts. Kronenhof director Marc Eichenberger knows why his hotel will never become a MICE mass hotel (long journey, pharmaceutical code, competitor St. Moritz), but still has a few good cards. His "Digital Detox" offer fits perfectly into our time. A corporate retreat without TV, computer and smartphone (which can be handed in at check-in). Even the telephone can be removed from the rooms. Then to work together in this wonderful atmosphere will surely lead to a company event crowned with success or to an exciting management retreat. For this Marc Eichenberger offers still another completely special USP: "Who does not want to meet in the summer in our hotel, we can offer our rustikale alp hut in the proximity of the Berninapass. Up to 30 people can spend the day there at 2000 meters above sea level, served with a nice brunch and just, without the digital electronic world." The Barcelona talks highlighted the importance of shared, positive and emotional experiences, and that such experiences then lead directly to the topic of "story-telling." The kind of interactivity that comes from individual motivation is the best outcome a company can hope for. So let's head for the mountains.