OUR STORY

MICE Daily so far...

Mark and Thijs, both seasoned professionals in the hospitality industry, shared a common frustration throughout their careers: during revenue meetings, there was always plenty of data to analyze the performance of hotel rooms, but when it came to MICE (Meetings, Incentives, Conferences, and Exhibitions) performance, the conversation turned into a guessing game. There simply wasn’t any reliable data to benchmark the performance of meeting rooms and conference centers. This gap in the industry inspired the creation of MICE Daily.

In early 2024, Mark and Thijs partnered with tech experts Roland Andriese and Misja Helsloot to launch MICE Daily in Amsterdam. Their mission is clear: to equip hotels and venues with the valuable data needed to optimize and drive MICE revenue. MICE Daily’s platform aims to support commercial teams, Hotel Chains , Venues, Destination Marketing Organizations (DMOs), and property owners by providing them with the tools and insights to make informed, data-driven decisions. Our Mission Statement: At MICE Daily, we believe in the power of knowledge, data insights, and innovation to empower the MICE venues and transform the industry. Our mission is to be a source of value and a trusted partner for venues involved in MICE market.

MICE Daily thrives on the combined expertise of hospitality veterans Mark Struik and Thijs Peters, alongside tech innovators Misja Helsloot and Roland Andriese. This unique blend of MICE industry knowledge and technical skill fuels MICE Daily’s mission to optimize venue performance through accurate, data-driven insights. Check out the bios below to learn more about the team behind MICE Daily!

Get to know our amazing Team

It is no surprise that the team of MICE Daily consists of Tech- & Hospitality Professionals. Get to know your dedicated team below.

Mark Struik
/images/team/icon-linkedin.svg
Mark Struik
Co-Founder | COO

Mark started his career at Starwood Hotels and has worked as Commercial Director for Postillion Hotels, a Dutch hotel group that owns four major conference hotels & convention centers. In addition to being primarily responsible for both commercial Rooms and Mice strategy, he was responsible for property acquisition analyses and associated business cases. He then founded and sold a tech company operating in the meetings and events industry. He is an AI enthusiast, a strategic thinker who is process-oriented.

Thijs Peters
/images/team/icon-linkedin.svg
Thijs Peters
Co-Founder | CCO

Thijs has been working in the MICE industry for over 15 years and has led the Sales & Marketing team of Postillion Hotels. He has worked in various international leadership roles for Meeting Professionals International and is Chair of this leading trade association for MICE professionals in Europe (800 members). His eye for people and his creativity ensures the accurate translation of strategies and tactics into the daily activities of commercial teams.

Roland Andriese
/images/team/icon-linkedin.svg
Roland Andriese
Co-Founder | CTO

Roland Andriese is the Chief Technology Officer and one of the founders of MICE Daily. His passion for software development ignited at the age of 8 when he began programming on an old 286 computer. Starting with simple projects like creating game menus, he quickly progressed to developing customer-oriented applications.

With over 15 years of experience working alongside Misja Helsloot on various freelance projects, Roland co-founded Feature Branch, a software services company. His personal connection with Mark, whose children attended the same school, later led to fruitful discussions about founding MICE Daily. Today, MICE Daily specializes in benchmarking MICE venues, reflecting Roland's commitment to leveraging technology to enhance the industry

Misja Helsloot
/images/team/icon-linkedin.svg
Misja Helsloot
Co-Founder | CXO

Misja Helsloot is a seasoned frontend developer with a career spanning over two decades. Since beginning his journey in 1998, Misja has honed his expertise in crafting engaging and user-friendly web experiences. In 2019, he partnered with Roland Andriese to co-found Feature Branch, a company dedicated to delivering high-quality, innovative web solutions. Together, they bring a wealth of experience and a collaborative spirit to their projects, combining technical skill with a passion for modern, effective web development.