Hyatt is reporting a 22% surge in business travel enquiries in the UK alone in 2024 and believes cultural tourism is driving a big part of that increase and across its European portfolio. Hyatt reports more than 147,000 meetings, incentives, conferences and exhibitions (MICE) enquiries in Europe in 2024, an increase of 9.6% over 2023.
Hyatt’s UK properties accounted for more than 25,000 of the enquiries and Hyatt says the UK market saw the highest number of MICE enquiries throughout Europe, Africa and the Middle East (EAME). This comes as global business travel spending is projected to reach $1.64 trillion in 2025, up from $1.48 trillion in 2024, according to the Global Business Travel Association, signifying strong momentum for the continued recovery and growth of the segment. That report suggests global spending could surpass $2 trillion by 2028.
Paul Dalgleish, Hyatt’s VP sales, revenue and business development EAME, said: “We are increasingly seeing business travellers look to make the most of trips by bolting on days to experience local surroundings. While business travel is well and truly back, there remains an undertone of cautious spending from travellers and companies, meaning this segment is more than ever about getting the highest return on investment from business trips. This also means that companies are laser focused on delivering high quality and engaging events that inspire productivity, requiring greater attention on unique and personalised settings, activities and F&B.”
Together by Hyatt is the hotel chain’s platform for providing event organisers with the tools, resources and support for delivering elevated events, prioritising wellbeing, waste reduction and thoughtfully sourced food, as well as for curating unique experiences with bespoke event experience guides. Harvesting honey while learning about the environmental benefits of beekeeping during a stay at Alila Jabal Akhdar; truffle hunting in the forests of Hungary while staying at Párisi Udvar Hotel Budapest, or unwinding with a yoga experience during a stay at Hôtel du Palais Biarritz – The Unbound Collection by Hyatt, are just some of the opportunities to dial-up events via unique experiences.
Gareth Cummings, regional vice-president EAME, Hyatt Sales Force, commented: “Business travellers are particularly drawn to authentic lifestyle experiences. We are seeing strong demand for meaningful connections with local surroundings, whether that’s through tasting local food, learning a new skill like beekeeping or exploring surrounding heritage. We only see this trend growing as demand for business travel continues on its upwards path, and travellers seek out the types of experiences that transform a business trip into a truly memorable experience.”
Hyatt also believes there is a growing appetite from larger corporates to privatise entire hotels for MICE purposes. At the start of 2025, the company’s portfolio included more than 1,400 hotels and all-inclusive properties in 79 countries across six continents.
