Ben George, senior vice president & commercial director, Asia Pacific, Hilton shares how event planners are prioritising sustainability and wellness to meet evolving guest expectations and support CSR goals
As 2024 draws to a close, businesses across Asia Pacific are taking stock of the year and considering in-person meetings in 2025.
In the MICE sector, one trend remains clear – the rising demand for sustainability and wellness-focused experiences. This evolution is driven not only by corporate guests’ changing expectations but also by governmental initiatives across the region, including initiatives like the Singapore Tourism Board’s Legacy Toolkit and Meet Taiwan’s alignment with the United Nations’ Sustainable Development Goals, both of which are setting new benchmarks for the industry.
At Hilton, we see this shift as an opportunity to redefine the MICE experience. Across the Asia Pacific, we’re responding to the call for innovation with tailored offerings that balance sustainability, wellness, and flexibility – creating events that deliver value while fostering positive environmental and social impact.
Redefining F&B: Sustainable and nutrition-focused menus
F&B remain at the heart of MICE events, presenting an excellent opportunity to integrate sustainability into the guest experience. Today, sustainably sourced, nutrition-focused menus are at the forefront of reducing environmental impact while enhancing attendee engagement.
At Hilton, we’re proud to lead the way. In 2022, our hotels in Japan, Korea, and the Micronesia region increased their focus on sustainable sourcing. As a result, 25 per cent of the seafood served was sustainable, up from just one per cent in 2018.
Today, that number exceeds 32 per cent, thanks to certifications from the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC). Hotels like Hilton Hiroshima and Hilton Tokyo have secured Chain of Custody certifications for MSC- and ASC-certified seafood across 20 dining outlets. These initiatives reduce our environmental impact and resonate with corporate guests’ increasing focus on transparency, sustainability, and eco-conscious dining.
Embracing wellness in MICE
Wellness has become a non-negotiable element of MICE experiences, reflecting broader societal shifts toward holistic health, mindfulness and wellbeing. Businesses recognize the link between employee wellness and business performance, leading to the integration of wellness elements in corporate events.
Creating a balanced meeting programme with opportunities to refresh and energise attendees helps drive productivity. To facilitate this, Hilton Kuala Lumpur offers wellness breaks featuring stretching sessions, outdoor walk-and-talks, and health-conscious snacks. At the same time, Hilton Bengaluru Embassy Manyata Business Park enhances corporate events with premium therapies at its in-house Tattva Spa. These efforts underscore how wellness initiatives enrich the guest experience and support employee well-being and productivity.
Prioritising tracking, measurement, and reporting
As sustainability takes centrestage, tracking and reporting are critical in helping reduce environmental impact. Carbon calculators, sustainability audits, and post-event reviews are increasingly essential for validating the impact of MICE events.
Hilton’s ESG management system, LightStay, underpins this approach. Since its launch in 2023, LightStay has helped offset nearly 6,000 tons of carbon dioxide, supporting our ambitious Travel with Purpose 2030 goals.
In Australasia, Hilton hotels go a step further by offsetting the carbon footprint of every meeting, complemented by our Meet with Purpose checklist, which educates and engages guests on sustainability practices. For instance, Hilton Bali Resort hosted a five-day corporate retreat for 350 guests incorporating sustainability throughout – from sourcing ingredients on-site to hosting a community outreach programme – delivering a fully carbon-offset event.
Looking ahead
The future of MICE is bright, but it requires collective action. As we look ahead, collaboration among hoteliers, event planners, vendors, and clients will be critical in reshaping the industry. Together, we have the power to redefine what’s possible in the MICE sector – setting new standards where mindfulness, eco-consciousness, and social impact take centrestage. That’s not just our vision for the future of MICE, it’s our commitment.
Ben George is the senior vice president & commercial director, Asia Pacific at Hilton.
