"Reinventing ourselves is part of our nature"

1. Tell us about your professional experience. How were you introduced to the MICE sector?

The truth is, I wasn’t planning on working in this sector. I started in a Team Building company and since then, I have been working with large companies. I have been at NH Hotel Group for 13 years now; I started working with my former partners (the event/travel agencies) and then the pharmaceutical industry. Three years ago, they trusted me to carry the MICE segment in Spain.

2. When thinking about your experience working at NH Hotel Group, what stands out?

It might sound cliché, but without a doubt: THE HUMAN TEAM. I am very lucky to work with incredibly professional teams.

3. With many years of experience in this sector, what requirements do you consider essential for an event to be considered a success?

It’s important for there to be involvement and good coordination of all who are involved. If any link of the chain fails, it will be difficult to achieve success.

4. What should a good MICE strategy have?

Information! You must know all the players within this sector. Today, we have many tools that make it easier for us to have a strategy. Data is essential in our area; you need to know the demand, conversion, knowledge of the competition, periods of need, and levers to activate different actions.

5. Sometimes it’s difficult to make a customer come back. What is the best way to retain a booker or meeting planner?

Always being trustworthy, being decisive and using the ALWAYS YES premise that embodies the NH Hotel Group philosophy! This sector is made up of people and customers who believe that you are the key to success. We are very proud that many of our customers have been returning for many years.

6. What difference do you think NH Hotel Group makes in the field of MICE compared to other hotel chains?

I have to repeat myself: the human team. From the hotel staff to the Group Desk to the commercial division, they provide a 360-degree view of the whole process. For NH, the MICE segment is strategic, and the involvement of all departments is needed.

7. What is your favorite type of events? What sectors do you think should reinvent your way of seeing and conceptualize your events?

I love the events in which we completely change the spaces of the hotel. For example, when the lobby of the NH Collection Eurobuilding became a fashion catwalk or when we did a custom event for a car brand at the NH Collection Finisterre; the waiters wore branded suits and the cocktail were served on bumpers. Another example would be when we exclusively closed the Madrid Casino and customized it from top to bottom with a company’s brand.

In this sector, something that was valid two years ago has now become obsolete. I believe that reinventing ourselves is part of our nature.

8. When you think of MICE, what is the firsts thing that comes to mind?

Big and unknown professionals!!! Our sector is not fully recognized, and many people think we are dedicated to weddings, parties, etc. For example, my daughter thinks her mother is the “Party Director” for NH. From NH Hotel Group, we support the associations of the sector and continue working on this recognition together.

9. What is the project you have been most proud of throughout your professional career?

I would honestly say the project we are currently working on. We are in the middle of an exceptional project since we are now part of Minor Hotels. I am enjoying this stage so much and learning everyday about products other than the ones we have used previously. Some examples would be the first opening of an Anantara in Spain, the management of the Tivoli brand, and so much more.