MICE: Levers, Challenges and Vision of JOST Hotels

🧐 “What if we stopped thinking that MICE is necessarily sad rooms, frozen formats and PowerPoints on a white screen?”

In any case, this is the vision of Damien Ferrières, the CEO of MELT Group, creators of JOST hotels.

Damien is a jack of all trades that started “at the bottom of the ladder”, as he says. Curious, he has led his career through operations, sales, investment and even architecture... Always with the hotel and catering industry as a guideline.

For several years, he supported the major corporate & MICE accounts at Accor headquarters: a demanding mission, where he navigated between commercial strategy, development and negotiation. This journey, nourished by meetings and learning, made us want to let you discover its vision of the sector 💥

So what is JOST? 👀

Hybrid, lively, unexpected places: rooftop with swimming pool, karaoke box, cabaret by night... We sleep there with even a large family, in a group of friends, as a couple, as a couple, alone...

Whether tonight in Lille, Bordeaux or Montpellier... Each hotel is designed as a Real place to live for locals as well as for travelers.

“We are not here to reinvent the hotel industry but to revisit its habits.”

When he joined the MELT adventure and after the opening of Jost Montpellier, he and his partner Alban Ruggiero quickly understood that an ingredient was missing from their fantastic recipe...

➡️ They are denied a slew of incoming requests for corporate events because no space has been designed for.

Since that day, they will make MICE one of their strategic levers 📈

For about 1 hour, we discussed his vision of the MICE market but also:

✔️ The central role of the event manager, a new business pillar 🎯

✔️ Sales training, too often forgotten 😞

✔️ From the OTA & distribution strategy on the MICE side 💡

And above all, from this small trigger: that of making places that make people vibrate people. Not just spaces, but experiences ✨.

And yes because beyond MICE, JOST has also made BtoC a community driver (with +400 events/year 😮)

➡️ If you are a hotelier, CEO, or commercial groups & events, this episode will clearly inspire you.

And who knows... maybe you'll want to break some codes too 😉

Good listening! 🎧