In a bold stride towards redefining the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry, IHG Hotels & Resorts is set to unveil its pioneering ‘Mind Lobby’ at the Asia Pacific Incentives and Meetings Event (AIME) 2025 in Melbourne, from February 10-12. This state-of-the-art activation aims to transform event planning by tapping into the subconscious minds of attendees, offering an unparalleled personalized experience.
A Journey into the Subconscious: The Mind Lobby Experience
The IHG ‘Mind Lobby’ isn’t just another tech gimmick; it’s an immersive, cinematic journey that leverages advanced eye-tracking technology to uncover event planners’ and buyers’ true travel desires. Within 60 seconds, this futuristic tool analyzes users’ reactions to a curated selection of images and videos showcasing mesmerizing global destinations.
Whether attendees are drawn to “Culinary Indulgence” for unforgettable team dinners, “City Escapes” for high-energy conferences, “Sundrenched Retreats” for rejuvenation, “Holistic Havens” for wellness programs, or “Remote Escapism” for exclusive, immersive events, the Mind Lobby provides instant, actionable insights to guide planners in crafting meaningful, impactful experiences.
Innovating the MICE Landscape
Strategically located on the AIME exhibition floor across from the IHG Hotels & Resorts stand, the Mind Lobby epitomizes IHG’s commitment to innovation and personalization. Dean Jones, Vice President of Commercial, East Asia & Pacific for IHG, highlights the company’s vision:
IHG Mind Lobby – Experience.
“At IHG Hotels & Resorts, our mission has always been to offer guests meaningful choices, whether for leisure or business. By introducing the Mind Lobby at AIME, we’re not just showcasing our diverse MICE offerings—we’re empowering planners with a tool that transforms how they approach event planning.”
After a successful debut at SXSW Sydney 2024, which captivated over 500 participants, the Mind Lobby has been meticulously re-engineered for AIME 2025. This marks the first stop of a global roadshow to revolutionize how event planners select venues and design experiences.
IHG’s Global Portfolio: The Ultimate Canvas for Event Planners
AIME attendees will gain exclusive insights into IHG’s expansive portfolio, boasting over 6,500 properties worldwide. The East Asia & Pacific region alone features 50 world-class resort destinations, from the serene Hayman Island and the exotic allure of Bora Bora and The Maldives to the cultural richness of Manza Beach in Japan and the tropical paradise of Fiji and Phu Quoc.
IHG’s properties cater to diverse event needs. Whether it’s the cosmopolitan energy of vibrant cities, the tranquil ambience of sun-soaked coastlines, or the rustic charm of picturesque rural landscapes, there’s a perfect venue for every occasion.
Personalization: The Future of MICE Planning
Personalization has emerged as a key trend for 2025 as the MICE industry evolves. Event planners are increasingly seeking venues that align with their attendees’ unique preferences and goals. The Mind Lobby’s innovative technology offers unprecedented insight, enabling planners to craft bespoke experiences that resonate on a deeper, more personal level.
IHG’s diverse collections—Luxury & Lifestyle, Premium, and Essentials—feature beloved brands like InterContinental, Kimpton, Crowne Plaza, voco, Hotel Indigo, and the Holiday Inn family. This variety ensures that every meeting, conference, or event finds its perfect match within IHG’s portfolio.
IHG One Rewards: Elevating the Event Experience
Beyond its impressive property offerings, IHG’s industry-leading loyalty program, IHG One Rewards, provides added value for event planners and attendees. This program enhances the overall event experience with exclusive benefits and rewards, fostering long-term relationships within the MICE sector.
The Future of Event Planning is Here
With the introduction of the Mind Lobby at AIME 2025, IHG Hotels & Resorts is setting a new standard in the MICE industry. By harnessing cutting-edge technology to uncover subconscious travel desires, IHG is simplifying the event planning process and elevating the quality and impact of the experiences delivered.
As the industry navigates the complexities of a rapidly changing world, innovations like the Mind Lobby underscore IHG’s commitment to leading the charge towards more personalized, meaningful event planning.
For more information on IHG Hotels & Resorts and their MICE offerings, visit www.ihg.com.
Written by: Christine Nguyen
