As global business travel rebounds and the meetings industry undergoes rapid transformation, Pan Pacific Hotels Group (PPHG) has launched its new “Every Meeting Matters” campaign, reinforcing its focus on delivering impactful, future-ready business events.
The initiative arrives at a pivotal moment for the global MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, which is experiencing strong post-pandemic recovery and long-term growth. Industry data from Research and Markets estimates the global MICE market reached approximately USD 783.7 billion in 2023 and is projected to expand at a compound annual growth rate (CAGR) of 6.7%, hitting USD 1.4 trillion by 2032.
At the same time, the profile of business event attendees is shifting. Millennials and Gen Z professionals now account for more than 40% of conference participants, driving demand for experiences that prioritise technology integration, wellness and sustainability.
“Business events have evolved significantly in recent years, with organisations seeking experiences that inspire collaboration, creativity and meaningful connections,” said Choe Peng Sum, Chief Executive Officer of PPHG. “Anticipating this shift, we have strengthened our MICE capabilities across our portfolio from upgrading event spaces to enhancing service delivery and technology. With the launch of Every Meeting Matters, we reaffirm our commitment to being a trusted partner for impactful meetings.”
Asia-Pacific Emerges as a Key Growth Engine
Momentum is particularly strong across the Asia-Pacific region, where the MICE market is projected to grow at a CAGR of around 10%, reaching approximately USD 355 billion by 2030, according to Grand View Research.
Key markets such as Singapore, India, China and Australia are fuelling this growth, supported by infrastructure development, increasing regional business integration and rising demand for corporate travel experiences.
PPHG, with its established footprint across these destinations, is positioning itself to capture this demand. Its properties are strategically located in major city centres, offering accessible venues with natural daylight ballrooms and flexible configurations suited to a wide spectrum of event formats.
A Shift Toward Wellness, Sustainability and Technology
Today’s meeting planners are no longer satisfied with functional spaces alone. Instead, they are seeking venues that deliver holistic experiences combining wellbeing, sustainability and advanced technology.
Across its portfolio, PPHG has expanded its capabilities to support hybrid and tech-enabled events. Many properties now feature high-speed connectivity, advanced audiovisual systems, immersive LED walls and on-site technical support, enabling seamless integration between physical and virtual audiences.
Wellness has also become a defining element of modern meetings. Delegates increasingly expect nutritious menus, movement breaks and access to naturally lit spaces that enhance focus and engagement. In response, PPHG has embedded wellness-focused offerings across its brands, including Pan Pacific Hotels and Resorts, PARKROYAL COLLECTION and PARKROYAL.
Sustainability is another major priority. Corporate RFPs are increasingly favouring venues that demonstrate environmental responsibility and ethical sourcing. PPHG has responded with initiatives such as reducing single-use materials, sourcing ingredients locally, offering alternatives to bottled water, and incorporating eco-conscious activities into event programmes.
“Today’s meeting planners want more than venues they want inspiring spaces, seamless technology and experiences that support wellbeing and sustainability,” said Celine Du. “Our MICE strategy brings all these elements together to help organisers create meetings that are both productive and memorable.”
Strategic Investments Strengthen Regional Offering
To support its long-term growth strategy, PPHG has undertaken a series of Asset Enhancement Initiatives (AEI) across key markets in Asia-Pacific. Among the most notable is the complete revitalisation of Pan Pacific Perth’s convention floor the largest in the city spanning 2,500 square metres and designed to accommodate immersive, large-scale events with flexible layouts and upgraded infrastructure.
Many of the group’s properties also benefit from prime city-centre locations with strong transport connectivity, further enhancing their appeal as MICE destinations.
“We see significant long-term growth in the business events sector, particularly in Asia-Pacific,” Choe added. “Our continued investments reflect our confidence in the resilience of the global MICE industry and our commitment to creating environments where organisations can connect, exchange ideas and achieve meaningful outcomes.”