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20.11.2025
How to improve your hotel product in 2026.
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- The most popular hall size is 100-150 m2
- Demand for venues over 550 m2 is sharply declining
- The largest number of new clients in the MICE market come from the following sectors: public affairs, education, IT, and manufacturing
- The busiest periods for events are February, March, and April
- January and August are traditionally the low season
Event activity. Sochi
- A 5% reduction in the number of events from January to September 2025
- Conference room occupancy decreased by 6.3%
- Average event duration: 2.4 days
Event activity. Saint Petersburg
- The number of events increased by 5% from January to September 2025.
- Conference room occupancy decreased by 1.1%
- The average event duration decreased by 1.7 days.
Event activity. Moscow
Comprehensive offers for clients
- The number of events increased by 5.3% from January to September 2025.
- Conference room occupancy decreased by 1.2%
- The average event duration was 1.8 days.
Entering MICE
From the PJCOM report "Event Activity Analytics: January-September 2025"
A corporate client's service package can be significantly expanded, simultaneously increasing the average bill and gaining additional benefits from partner collaboration. A complete hotel product for a corporate client in 2026 should include more than just accommodation and meals. The introduction of a MICE program will enable new revenue streams by renting exhibition and banquet halls, providing visitor access to the venue, and providing in-house equipment and furniture for rent.
Additional partnerships are also possible, including event organization (e.g., entertainment), tours, and attracting clients to tourist attractions (farms, wineries, golf clubs, stadiums, etc.). Partners can promote each other's spaces and services, expand their audience, and offer discounts for choosing a comprehensive MICE program.
Additional partnerships are also possible, including event organization (e.g., entertainment), tours, and attracting clients to tourist attractions (farms, wineries, golf clubs, stadiums, etc.). Partners can promote each other's spaces and services, expand their audience, and offer discounts for choosing a comprehensive MICE program.
Using digital tools
Find even more useful tools and detailed analytics for your hotel's operations on the PJCOM Telegram channel: https://t.me/PJCOM_RU
Improving hotel efficiency is impossible without implementing smart IT solutions. First and foremost, hotels need to analyze their industry competitors, understand which hotels already host events at their venues, what audiences they serve, and which companies most frequently book their halls for corporate events. It's also crucial to monitor the market entry of new clients, which increase by up to 18% annually.
Developing a modular offer that allows clients to select the desired service package (including meals and accommodations) in just a few minutes is a good idea. When organizing the event itself, it's important to use user-friendly visualization tools to allow clients to immediately see the hotel's available space, furniture, and equipment. These tools will increase the transparency of the commercial proposal, speed up the selection of a venue, and strengthen client loyalty.
Developing a modular offer that allows clients to select the desired service package (including meals and accommodations) in just a few minutes is a good idea. When organizing the event itself, it's important to use user-friendly visualization tools to allow clients to immediately see the hotel's available space, furniture, and equipment. These tools will increase the transparency of the commercial proposal, speed up the selection of a venue, and strengthen client loyalty.
Instead of a summary: growth points for the hotel business in 2026
- Hotels (even small ones) should step up their MICE efforts.
- It's essential to engage partners (restaurants, catering services, and tourist attractions) to create a sought-after hotel product.
- It's essential to thoroughly analyze competitors and proactively reach out to new corporate clients with personalized offers.
- Using digital tools in MICE will improve staff efficiency, ensure successful communication with clients, and increase hotel profits.
Hotels can significantly expand their audience by shifting their focus from leisure travelers to corporate clients. This can be achieved by expanding their MICE (Meetings, Incentives, Conferences, Exhibitions) activities, which include team building events, off-site sessions, trainings, receptions, and banquets. This option is available even for small hotels with a floor area of 50 square meters.
Corporate clients currently account for up to 30% of all hotel bookings. Smart use of space can attract not just one, but ten guests, increasing the average bill and boosting hotel profits.
It's worth noting that the MICE industry is currently experiencing moderate growth. In Moscow and St. Petersburg, the number of business events is increasing (on average, +5% compared to 2024). However, the size of rented spaces is decreasing. Spaces of 100-150 square meters remain the most popular. m., large halls (>500 sq. m.) are in less and less demand among customers.
Corporate clients currently account for up to 30% of all hotel bookings. Smart use of space can attract not just one, but ten guests, increasing the average bill and boosting hotel profits.
It's worth noting that the MICE industry is currently experiencing moderate growth. In Moscow and St. Petersburg, the number of business events is increasing (on average, +5% compared to 2024). However, the size of rented spaces is decreasing. Spaces of 100-150 square meters remain the most popular. m., large halls (>500 sq. m.) are in less and less demand among customers.
The hotel market is growing. Its volume in 2025 will reach 400 billion rubles, representing a 15% increase compared to 2023-2024. The total number of accommodation facilities in Russia currently stands at 65,000, with 780,000 rooms. However, the average occupancy rate is under 60%.
This means that up to a third of hotel rooms are empty, hotels are losing revenue, and are experiencing overbooking during peak season and a sharp decline in bookings in other months.
So how can hotels attract customers, increase occupancy, and increase profits in the 2026 season? PJCOM discusses which tools to use and which new audience segments to target.
This means that up to a third of hotel rooms are empty, hotels are losing revenue, and are experiencing overbooking during peak season and a sharp decline in bookings in other months.
So how can hotels attract customers, increase occupancy, and increase profits in the 2026 season? PJCOM discusses which tools to use and which new audience segments to target.
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