As 2024 draws to a close, businesses are reflecting on the year and setting priorities for the future. In the MICE (Meetings, Incentives, Conventions and Exhibitions) sector, the demand for sustainable, wellness-focused events continues to rise, driving hospitality leaders to meet evolving expectations. Across Asia Pacific, governments are also championing this shift – Singapore Tourism Board’s Legacy Toolkit enhances sustainability in MICE events, while MEET TAIWAN, the country’s MICE bureau, aligns corporate initiatives with the United Nations’ Sustainable Development goals.
Hilton hotels across Asia Pacific are seeing an increase in requests for sustainable and wellness-focused MICE initiatives, highlighting key trends. Corporate guests are prioritizing reducing environmental impact, attendee well-being, and versatile spaces that seamlessly integrate physical and virtual elements. There’s also rising demand for wellness activities and wellness menus with locally-sourced and sustainable ingredients.
Redefining F&B: Sustainable and Nutrition-Focused Menus
Food and beverage (F&B) is a cornerstone of MICE events, with sustainably sourced, nutrition-focused menus reducing carbon footprints and elevating attendee experiences.
Hilton has consistently met global standards for responsible ingredient sourcing. In 2022, Hilton’s Japan, Korea, and Micronesia region became the first region to achieve the global goal of 25% certified sustainable seafood – a major achievement, with certifications such as the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC) increasing from 1% in 2018 to over 32% today. Six hotels across the region, including Hilton Hiroshima and Hilton Tokyo have secured Chain of Custody (CoC) certifications for MSC and ASC-certified seafood across 20 dining outlets, while Hilton Kuala Lumpur incorporates certified seafood into its banquet services and partners with local vendors for fresh, ethically sourced ingredients.
Hilton Kuala Lumpur’s “Ensemble Coffee Break” menu features healthy options like whole fruits, mixed nuts, and infused water, delivering a wellness-focused dining experience. Additionally, as part of its on-site events, Hilton Bengaluru Embassy Manyata Business Park also offers portion-controlled, balanced menus using unused ingredients as well as nutrient-preserving cooking techniques such as low-temperature cooking, the exclusion of baking soda in vegetable preparation, minimizing water usage, and more.
Embracing Wellness in MICE
Wellness has become a pivotal aspect of MICE events, reflecting broader consumer trends across Asia Pacific toward mindfulness, holistic health, and workplace well-being. This focus aligns with the growing emphasis on mental health, employee wellness, and long-term organizational sustainability.
In response to this, more and more hotels are offering guests activities such as mindfulness sessions, meditation, and massages. Hilton Kuala Lumpur enhances corporate events with wellness-focused breaks featuring stretching sessions, outdoor walk-and-talks, and health-conscious snacks. Meanwhile, Hilton Bengaluru Embassy Manyata Business Park offers premium wellness therapies at its in-house Tattva Spa, combining traditional and modern relaxation techniques. Signature services include aromatherapy, deep tissue massages, and Ayurvedic treatments such as Abhyanga and Shirodhara which promote rejuvenation, stress relief, and holistic well-being.
Prioritizing Tracking, Measurement, and Reporting
Hilton hotels across Asia Pacific are intensifying efforts to measure and report the carbon impact of MICE events, integrating sustainability metrics into post-event reviews to demonstrate tangible outcomes for corporate clients.
Hilton’s award-winning ESG management system, LightStay, serves as the backbone for tracking progress toward Hilton’s Travel with Purpose 2030 goals. In Japan, Hilton Tokyo offset 1,474.73 tons of CO2 in 2023 and an additional 1,095.33 tons from January to September 2024. Hilton Hiroshima offset 745.32 tons of CO2 in 2023, while Hilton Kuala Lumpur has achieved a 44% reduction in carbon emissions since 2008. Since launching LightStay in 2023, Hilton has offset nearly 6,000 tons of CO2.
In addition to carbon tracking, Hilton Bengaluru Embassy Manyata Business Park prioritizes attendee well-being with rigorous food safety measures. A dedicated hygiene laboratory ensures quality standards are consistently met.
Corporate clients have praised Hilton’s locally sourced menus, and plastic-free events. At select properties, clients also receive detailed post-event reports, including carbon offset figures and sustainability achievements, reinforcing Hilton’s commitment to eco-conscious hospitality.
Driving Waste Reduction in MICE
Hilton continues to prioritize long-term waste reduction in MICE activities, collaborating closely with corporate clients. Leveraging its LightStay platform and Meet with Purpose checklist, Hilton facilitates conversations with businesses to ultimately drive more sustainable meetings and events. In Australasia, carbon footprints are offset for every meeting at Hilton hotels, with Meet with Purpose also serving to educate and engage business guests on sustainability values. In 2023, carbon offsets equivalent to over 650 passenger vehicles driven for one year were purchased on behalf of MICE customers at Hilton’s hotels across Australasia.
For instance, Hilton Bali Resort recently hosted a five-day corporate meeting retreat for 350 guests, seamlessly integrating sustainability into the event. By leveraging the Meet with Purpose checklist during the planning process, the resort sourced ingredients from its on-site garden, utilized outdoor spaces to reduce energy consumption, and facilitated a community outreach program at a local orphanage. The event was fully carbon-offset, delivering a blend of eco-conscious practices and meaningful guest experiences. Similarly, Hilton Sanya Yalong Bay demonstrated its commitment to sustainability by hosting an event for a higher education institution. Key waste-reduction measures included replacing a printed check-in backdrop with a reusable check-in desk, providing recyclable pencils and paper, and arranging electric vehicles for team transportation.
Across Asia Pacific, other Hilton properties showcase innovative waste-reduction practices. Hilton Kuala Lumpur is committed to eliminating single-use plastics for all events, including both guest-facing and back-of-house operations – by using reusable glass bottles for all events, introducing linen-less meeting setups, and implementing energy-saving solutions like LED lighting, smart temperature controls, and natural light optimization in meeting spaces.
Looking Ahead
Sustainable MICE activities will play a pivotal role in meeting the growing demand for eco-friendly practices across Asia Pacific while addressing global environmental challenges. Hilton’s belief that hospitality has the power to be a positive, transformative force in the world is reflected in its Travel with Purpose program. Beyond forming a core part of the overall business, Travel with Purpose also mirrors Hilton’s aim to offer all guests the exceptional and restorative travel experiences they desire – to ultimately impact people, communities and places for the better.
Progress will require collaboration among all stakeholders – hoteliers, event vendors, planners, and customers – to reshape the industry. Together, they can create a future where mindfulness, sustainability, wellness, and social impact define the standard for MICE events.