Let’s be brutally honest about how most mid-to-large-cap companies handle their annual dealer meets and incentive travel programs successfully. Usually, a sales target is set. A destination is chosen (often based on whichever hotel chain offers the best bulk discount). The top-performing dealers or employees are flown out for three days of excessive eating, a mandatory four-hour conference in a windowless ballroom, a gala dinner, and a flight home. The finance department groans at the expense, classifying it as a “sunk cost” of doing business. The sales team views it as a hard-earned vacation. And the executive team simply hopes that the event buys enough goodwill to hit next quarter’s targets. This is the transactional approach to MICE (Meetings, Incentives, Conferences, and Exhibitions). It is expensive, it is outdated, and worst of all, it generates an abysmal Return on Investment (ROI).