Drawing on his front-line experience and past career in hotel and destination sales Professor Jones explores how group business — including meetings, incentives, conventions, and events (MICE) — drives hotel performance. From understanding departmental coordination to identifying guest segments, this episode offers insights valuable for both hotel and event management students.

Key Takeaways:

• Group business is often the key to filling hotels during slow periods, such as weekdays or off-season months.
• The sales department, though often physically removed from operations, plays a critical behind-the-scenes role in generating occupancy and revenue.
• Understanding who the group customer is — and their diverse event types (MICE: Meetings, Incentives, Conventions, Exhibitions) — helps staff better serve their needs.
• Interns and front-line employees benefit by learning how different departments collaborate to support group business.
• Experiencing both hotel operations and event planning helps build mutual understanding across industry roles, which is vital for future managers.