In our latest “Buyer Q&A,” Meeting Spotlight spoke with Tina Husemoller, vice president, meetings and incentives at Fox World Travel. She tells us that she believes experiences—especially ones that are unique, exclusive or private—are the key to a successful event, whether luxury or not. Integrating these “once-in-a-lifetime” experiences are what will stay with the attendees, bringing them back to future events.
Read on for our full conversation:
Do you think the luxury MICE market is different from the overall MICE market? If so, why?
I do believe luxury MICE differs from the overall MICE market in that the luxury MICE market targets top executives, VIPs and top performers who expect white glove service from wheels up to wheels down. The attendees are accustomed to upscale accommodations and unique and exclusive experiences.
What makes a meeting or incentive “luxury” in your experience? Is there an example of a luxury service or a “special touch” you’ve created or experienced?
Our experience in luxury incentives include five-star accommodations with butler services, VIP booking experiences in first class and/or private air, along with black car service. Our luxury events include unique and best-in-class gifting opportunities, including room drops, unique experiences such as a private gourmet dinners, exclusive behind-the-scenes tours of venues, wine-making and private yacht experiences, to name a few.
Do you have or have you had a mentor relationship? How has this impacted you?
I am fortunate to have multiple mentors within the executive team at Fox World Travel. My leader, Beth Marino, chief operating officer, has been recognized by the GBTA Foundation’s WINiT for “Top 50 Women in Travel,” along with the Wisconsin Titan 100 in 2024 [which recognizes 100 CEOs and C-level executives], to name a few. Every executive team member is invested in our senior leadership team. Senior leaders at Fox partake in professional development outside of Fox. This investment in professional development has impacted me as a leader and personally.
What do you believe will be a game-changer for the MICE industry in 2024?
Creating once-in-a-lifetime experiences! Attendees are craving events that will leave them talking about the experiences for months and years to come. Finding the balance between scheduled activities and free time will be key. Attendees have shared the importance of “down time” to relax, explore on their own and spend time with their plus one.
What is the most important lesson you’ve learned in your career?
To give myself grace. Our industry is always evolving and there is always more opportunity to learn, especially from industry colleagues.
What is your vision for the MICE industry?
My vision is to stay true to the purpose of bringing people together: networking, collaboration, celebrations and creating memorable experiences.
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