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Leonardo Hotels strengthens MICE leadership in Central Europe
Leonardo Hotels has strengthened its MICE segment by creating the new position of Head of MICE Central Europe. Daniela Bartels returned to the company on April 1, 2026, to take on the role, bringing many years of experience in MICE and sales. The appointment underlines the strategic importance of meetings, incentives, conferences and events as a growth driver for the hotel group. With almost 500 conference rooms in Central Europe and around 26,000 events staged annually, the move gives Leonardo Hotels a clearer leadership structure for further market development.
The return of Daniela Bartels to Leonardo Hotels marks an important step in the company’s approach to the MICE sector. She previously worked for the group between 2014 and 2015 as Director of Sales Cluster North, and now comes back as Head of MICE Central Europe. Her new role has been created to support the strategic further development of meetings and events across the region.
The appointment reflects the growing importance of the MICE segment within Leonardo Hotels’ business strategy. In Central Europe alone, the group offers almost 500 conference rooms and stages approximately 26,000 events every year. These figures show the scale of the company’s existing event platform and the potential for further growth through more focused leadership.
A key priority for the new role will be strengthening proactive sales. Leonardo Hotels aims to expand its market presence and tap into new areas of potential within the meetings and events market. The company already generates around 80 percent of its MICE turnover directly, giving it a strong foundation for developing closer customer relationships and more targeted sales activity.
In her new position, Daniela Bartels will lead a team of five specialists. This team will advise and support MICE agencies, professional congress organizers, associations and seminar providers. The structure is designed to give clients specialist consultancy and direct support for events with different requirements, formats and levels of complexity.
The company’s approach combines digital efficiency with personal service. Digital tools are expected to assist with planning and help create efficient processes, but personal contact remains central to business development and customer service in the MICE sector. This balance reflects the nature of event planning, where each project can bring individual challenges and specific client expectations.
Maja Ziemann, Director of Sales for Central Europe at Leonardo Hotels, is also named in the release in connection with the appointment. Her comments highlight Bartels’ market knowledge, experience and understanding of the meetings and events sector. The release positions long-term partnerships and reliable collaboration as key success factors for the future development of the business.
With the creation of the Head of MICE Central Europe role, Leonardo Hotels is giving greater strategic focus to one of its important growth areas. The appointment of Daniela Bartels brings experienced leadership to a segment built around relationships, specialist advice and operational execution. For Leonardo Hotels, the move strengthens its ability to develop partnerships, increase direct business and expand its role in the Central Europe MICE market.
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