The outbreak of COVID-19 has created a new context for the MICE industry, prompting businesses to focus more on virtual meetings. Health safety measures have led to the emergence of virtual meeting spaces.

The Thailand Convention and Exhibition Bureau (Public Organization), or TCEB revealed that the MICE industry has been severely impacted globally, from small to large businesses. In Thailand, various events have been postponed or canceled since January, resulting in estimated damages of nearly 50 billion baht to date.

The new normal that is emerging requires businesses to prepare for changes. The new normal for the MICE industry post-COVID-19 will undoubtedly include hygiene measures and virtual meeting spaces (VMS). Meanwhile, the business sector, especially the service industry, must adapt to new consumer behaviors to effectively meet customer needs, making personalization a new standard in the service industry.

       Tourism is a luxury service that falls outside the basic necessities, which means it will take a considerable amount of time to recover, possibly until next year. During this period, people will gradually become more accustomed to and prioritize technology. Similarly, personalization will become increasingly important for both small and large businesses. It is believed that personalized services will be implemented in various ways, from allocating budgets and resources to starting data collection and providing basic services to customers, such as gathering information through paper surveys. Personalization can be divided into three key components: data collection, data analysis, and deriving solutions from the data.

        In addition to the tourism industry being the last to recover, senior tourists will also be the last group to travel due to concerns about hygiene and safety, making the already important personalized service even more critical.

It is believed that hygiene and safety measures will need to be more detailed and personalized, possibly including requirements for medical certificates for travel, health questionnaires, and more. Collaborating with suppliers will also require greater attention to detail, selecting restaurants and accommodations of higher quality than before.

        Previously, organizing tours for seniors required meticulous planning, including the choice of pronouns used to address them. Tour guides must work hard and pay attention to the differing needs of each customer, as some prefer less attention while others require closer care. Utilizing existing preliminary data is crucial, and tour guides must continuously seek additional information.

        Luxury services are unlikely to be significantly affected or changed as this customer segment tends to be more stable. However, service providers may need to pay more attention to hygiene. This includes strengthening policies and training programs. Personalization will focus primarily on customer needs, and in the future, technology may enhance the clarity and precision of customer service, alongside marketing efforts to build confidence and maintain customer loyalty.

Source: Thailand Convention and Exhibition Bureau (Public Organization)