Business Travel & MICE with MIDEAST: The Return of Corporate Travel with ROI and Strategic Planning.

The COVID-19 pandemic accelerated radical changes in the global corporate travel market. Millions of professionals were forced to cancel or postpone business trips, while companies widely adopted digital solutions and video conferencing. However, as normality returns, it becomes clear that business travel will not simply return as it was — it will come back renewed, more targeted, and with greater strategic value.

MIDEAST is pioneering in this field, introducing the Business Travel model that combines the return to physical travel with a new approach prioritizing measurable results and the creation of sustainable value for businesses.

The New Requirements of Business Travel

In the past, corporate travel was seen as necessary but with relatively low levels of strategic thinking. The company would “send” the employee or partner to an event or meeting, with the main goal being attendance or representation. Today, however, the need for efficiency and return on investment (ROI) demands changes:

  • Goal Orientation: Every trip is planned based on clear business objectives, such as forming new partnerships, closing important deals, expanding networks, or promoting new products.

  • Personalization: The traveler’s experience must be tailored to their needs and preferences, enhancing engagement and performance.

  • Sustainability: Environmental awareness is now essential, and trips are designed to minimize the ecological footprint.

  • Combination of Business & Leisure (Bleisure): Balancing work and leisure improves productivity and creativity.

Beyond the Boardroom: Unconventional Business Travel Destinations

Business Travel: MIDEAST’s Approach

MIDEAST designs and executes every trip as a micro-mission, targeting specific milestones and outcomes. This is achieved through:

  • Needs and Goals Analysis: Even before the first ticket is booked, MIDEAST’s team works closely with the client to understand the trip’s objectives and craft a strategy. This includes identifying critical meetings, essential contacts, and networking opportunities.

  • Experience Personalization: Based on the traveler’s profile and needs, MIDEAST plans not only transportation and accommodation but also activities that enhance physical and mental well-being (e.g., spa treatments, local culinary experiences, fitness opportunities), boosting engagement and effectiveness.

  • Technology Utilization: MIDEAST employs advanced travel management tools and analytics to monitor costs, service quality, and traveler satisfaction in real time. This ensures optimal resource use and maximum return on investment.

MICE with a Strategic Focus

Meetings, Incentives, Conferences & Exhibitions (MICE) are a core activity for MIDEAST. MICE events are not just large gatherings but strategic tools that enhance collaboration, innovation, and business growth.

  • Meetings: Designed with the aim of decision-making and forming partnerships. Each meeting is tailored to the number of participants, group dynamics, and desired outcomes.

  • Incentives: Trips and reward events that boost employee morale and productivity by combining professional and recreational activities with high levels of service.

  • Conferences: With an emphasis on content, networking, and interaction, MIDEAST-organized conferences create platforms for knowledge exchange and business opportunities.

  • Exhibitions: Provide opportunities to showcase products and services to a targeted audience, supported by full technical and organizational assistance.

Sustainability and Responsibility

MIDEAST is committed to sustainable practices by integrating:

  • Selection of destinations and providers with environmental certifications

  • Reduction of single-use plastics and promotion of recyclable materials at events

  • Support for local communities through partnerships and social initiatives

  • Training partners and clients in sustainability practices

The return to corporate travel is no simple matter. MIDEAST, with its Business Travel model and strategic approach to MICE, offers not just travel services but comprehensive solutions that create measurable business value, enhance corporate image, and drive sustainable growth.