Conventional can be in terms of a regular destination, a regular vanilla itinerary or selection of a regular MICE operator. Companies need to experiment and experience the new for a new perspective and out of the ordinary results. (A MICE tour today is much more than just a vanilla product including a city tour in a coach and a gala dinner with alcohol. Corporates need to experiment and experience out of the ordinary itinerary to get out of the ordinary results.) It can also communicate the concept of going beyond the conventional cities and looking at the city surrounds which may be equally or more charming and apt for the tour.