SINGAPORE — Millennium Hotels and Resorts (MHR) has partnered with digital MICE platform HXE to integrate meeting and event sourcing more closely with hotel sales operations, as technology continues to reshape how international MICE business is generated and managed.
Announced on 11 August, the Strategic Partnership Program will give participating MHR hotels access to HXE’s digital platform, tools and corporate client network. HXE will support the sales process from lead generation and enquiry management through to follow-up, with the partnership beginning across selected MHR properties in August.
The collaboration connects MHR’s portfolio of more than 145 properties across 80 destinations with HXE’s network of more than 150,000 hotels and venues and over 400,000 corporate clients.
For meeting planners, digital sourcing platforms can simplify a process that often involves managing enquiries across multiple hotels, venues and destinations. For hotel groups, they provide an additional channel for identifying qualified demand and managing opportunities before an event reaches the delivery stage.
The partnership is particularly focused on outbound MICE demand from China. Cinn Tan, Chief Commercial Officer at Millennium Hotels and Resorts, said corporates and associations are increasingly looking for hotel partners capable of supporting their business needs across international destinations.
“Our partnership with HXE strengthens our ability to capture qualified demands from the leading MICE sourcing platforms, while creating an additional channel to drive meetings and events business across our global portfolio,” Tan said.
The agreement extends the role of digital sourcing beyond venue discovery. By connecting lead generation, enquiries and follow-up with hotel sales operations, platforms such as HXE can bring more of the sourcing process into a single digital workflow.
HXE CEO Liang Yang said the partnership is intended to create “seamless digital integration of MICE and hotel operations” across participating MHR properties. HXE also states that its platform can connect corporate customers with international hotels considerably faster than standard hotel and meeting sourcing methods.
For associations organising meetings across multiple markets, this type of integration could make it easier to identify suitable properties and manage initial enquiries across destinations. Venue selection will still depend on programme requirements, accessibility, delegate experience, destination suitability and commercial terms, but the early stages of sourcing can be handled more efficiently.
The partnership reflects the growing use of technology earlier in the MICE planning cycle. Digital platforms are increasingly connecting planners directly with hotel inventory and sales teams, while giving hospitality groups another route to international corporate and association demand.
For MHR, the collaboration provides access to HXE’s corporate network as it seeks to grow meetings and events business across its international portfolio. For planners, it adds another digital route for sourcing properties across major destinations, including Singapore, New York, Los Angeles, London, Paris and Dubai.
