Corporate Travel: "MICE buyers today are looking for more than just a nice seminar room"
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Join now for free: Today's seminar hotels need to offer much more than just a functional meeting room, projector, and catering. Venues that combine content, atmosphere, and experience are in demand. The exclusive ASTM partner event on September 24, 2026, at Hotel Schloss Rued offers MICE buyers exactly that.
By Dominic Short || September 3, 2026
ASTM brings together people and offerings relevant to the future of business travel and the MICE industry. Interview with Dominic Short, President of ASTM, about the exclusive partner event on September 24, 2026, at Hotel Schloss Rued.
Dominic Short, business travel is changing: What are the most important trends in business travel from your perspective – and what does that mean for suppliers and buyers?
Business travel is increasingly being viewed holistically. It's no longer just about getting employees from A to B. Companies are paying closer attention to the tangible added value of a trip, its efficiency, sustainability, and, of course, the quality of personal interaction. At the same time, the lines between business travel, meetings, and events are becoming increasingly blurred. For us at ASTM, this means that procurement professionals need platforms where they can not only find information about offers but also connect with other experts and discover new solutions.
What MICE trends are you currently observing in seminars and meetings – and what do seminar hotels need to prepare for?
Today's seminar hotels need to offer significantly more than just a functional conference room, projector, and catering. Venues that seamlessly blend content, atmosphere, and experience are in demand. Companies are looking for places that foster concentration and creativity while simultaneously creating genuine added value for participants. This makes smaller, more individual venues with character particularly appealing. However, professionalism is also crucial: an exceptional ambiance must be complemented by professional infrastructure and uncomplicated service.
What role does ASTM play in this – and what does ASTM want to achieve with the exclusive partner event at Rued Castle?
ASTM aims to strengthen the connection between suppliers and professional MICE buyers. Our partner event is intentionally designed to be more than just a traditional presentation event. We bring corporate travel and MICE managers together with relevant partners, creating space for knowledge transfer, personal discussions, and networking. The two expert sessions on the future of corporate travel and MICE procurement are an important component of this. At the same time, we want to give our participants the opportunity to experience an exciting new venue firsthand.
Why do you think Schloss Rued is particularly suitable for this format – and what message should it convey to MICE buyers?
Rued Castle is a prime example of how the demands placed on modern MICE venues are evolving. The newly renovated building combines a unique historical character with contemporary amenities. This very combination is what makes a venue so appealing: it creates atmosphere while remaining perfectly suited for professional use. Our goal is for participants to experience Rued Castle not only as a beautiful location, but also as a practical venue for seminars, meetings, corporate events, and other MICE formats.
What should MICE buyers take away from the partner event on September 24th?
Ideally, three things: new insights into the development of corporate travel and MICE, valuable contacts, and concrete inspiration for future events. That's why we focus on a blend of expert input, personal exchange, and the direct experience of the venue. Rued Castle provides a truly unique setting for this. And that's precisely what ASTM is all about: bringing together people and offerings that are relevant to the future of business travel and the MICE industry.
Interview: Urs Seiler
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