Rohit Talwar - Convention 2020 - Venue and Destination Innovation - Imex 25-26 05 11

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Presentation of latest Convention 2020 research on Venue and Destination Innovation - presented at Imex 25-26 05 11

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Rohit Talwar - Convention 2020 - Venue and Destination Innovation - Imex 25-26 05 11

  1. 1. Venue and Destination Innovation IMEX Frankfurt May 25th / 26th 2011 Rohit Talwar CEO – Fast Future rohit@fastfuture.com www.convention-2020.com
  2. 2. Convention 2020• Global strategic foresight study to help the meetings industry prepare for the decade ahead - Industry-wide sponsors• Multiple outputs Nov 2009 – December 2011• Current studies on future strategies for venues and destinations
  3. 3. Growth is not GuaranteedImage source: Piper Report
  4. 4. Thinking is Back in FashionImage source: Einstein.yu.edu
  5. 5. Demographic Destinies 2 billion more people in 40 years –Demographics is Driving Economics 448 739 691 5231 344 1998 4157 729 1030 585 2010 2050 Source : United Nations
  6. 6. Generational Diversity Lifespans are IncreasingDeveloped economy ‘under50’s’ have 90% chance of livingto 100.Aubrey de Grey suggests wecould live to 500 or 1000What are the implications forevent design?What kind of opportunities willbe created?Image source: ted.com
  7. 7. Business Model / ROI Innovation Free or FantasticImage source: eholidayindia.com
  8. 8. TMT – Convergence and ImmersionTelephony Connectivity• Voice • Cellular• Messaging • Up to 14 bands• SIM card • WLAN/BT• Phonebook • GPS• Ring Tones • NFC• Security • FMData/ MultimediaEnterprise • Camera 8-16M• 100Mbps • Camcorder• Email • 24M Color Display• IMS • Memory (160GB)• Browsing • Multiformat A/V • HD Video/TV out• VPN • Games• PIM Software (50-100M Tps)• Ecommerce • Protocols • DRM• Payments • Middleware • Applications • User Interface • Minimize fragmentation
  9. 9. Less but Bigger? By 2020, compared to today, I expect there to be fewer but larger conferences and exhibitions covering wide topics, industrysectors, or "communities of interest" - with less choice of which events to attend, but much more choice within the events themselves. 9Image source: Qatar National Convention Centre 1085 respondents
  10. 10. More, Smaller and Specialized?By 2020, compared to today, I expect there to be a greater choice of manymore smaller, highly specialized conferences, exhibitions and meetings - there will be much more competition from events wanting me to attend. 10Image source: imageshack.us 1090 respondents
  11. 11. PCMA Learning LoungeImage source: jeffhurtblog.com http://www.borev.net/imf.jpg
  12. 12. Personal and Immersive e.g. Globe Forum Silent ConferenceImage source: sustainablecitiesnet.com http://www.borev.net/imf.jpg
  13. 13. Trade Show Innovation• Routes / Network• Health Industry Distributors• United Food ProcessorsImage source: Imex
  14. 14. Food Inspiration Network Reinventing the Trade ShowImage sources: lovelovemodo.comlisstree.com / thechefalliance.com http://www.borev.net/imf.jpg
  15. 15. Venue Strategies and Innovation Key Survey Findings
  16. 16. Which Region are you Based in? Europe Australasia North America Asia Middle East Africa South America 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
  17. 17. Top 5 Country of Residence30%25% 24%20% 16% 15%15%10% 6% 5%5%0% Australia UK US South Korea Hungary
  18. 18. Convention Centre Strategy, Management and Ownership The highest strategic priorities for venues in the next three years are to: Create a more flexible set Differentiate themselves in Identify new markets e.g. of service offerings in the face of increased emerging industry sectors, response to customer competition professions and demands associationsImage sources: seiservice.com / getentrepreneurial.com / mintel.com
  19. 19. Convention Centre Strategy, Management and Ownership The highest strategic priorities for venues by 2020 will be to Create a more flexible set Differentiate themselves in Identify new markets e.g. of service offerings in the face of increased emerging industry sectors, response to customer competition professions and demands associationsImage sources: lasersharks.com / blogs.smh.com.au / FT.com
  20. 20. Convention Centre Operations and Facilities The highest strategic priorities for venues in the next three years are to Keep up with meeting Retain and recruit the right Create lower cost technologies and identify talent operating and purchasing those that will add value models for customersImage sources: techday.co.nz / vator.tv / ononshipping.com
  21. 21. Convention Centre Operations and Facilities The highest strategic priorities for venues by 2020 will be to Keep up with meeting Increase the flexibility of Retain and recruit the right technologies and identify how venue space can be talent those that will add value configured for customersImage sources: mpiweb.org / 3.bp.blogspot.com / static.guitm.co.uk
  22. 22. Market StrategiesOver the next decade, which of the following service and market facing strategiesdo you expect Convention Centres to adopt as they seek to compete in a moreintense global environment? Adopt environmental best Enter into international Seek to differentiate practices as an expected alliances with other themselves on service and standard rather than as a independent venues to bid customer experience source of competitive for multi-year convention advantage contracts from associations and otherImage sources: webconferencingcouncil.com /sphotos.ak / /smallbusinessdelivered.com event owners
  23. 23. Finance What financial strategies do you expect to see venues adopt by 2020? Focus on developing Provide incentives to Offer greater financial ancillary revenue streams encourage repeat bookings support to attract incoming eventsImage sources: digecor.com / msptelemarketing.com / dotgirl.com
  24. 24. What are the key drivers that will have the greatest influence on the design of new venues in the next decade? Flexibility in use of Supporting a wide range Flexibility in use of meeting rooms of possible future concourses / foyers / technology solutions public spacesImage sources: hometrend.org / telepresenceoptions.com / inhabitat.com
  25. 25. Which of the following Technology Strategies do you expect venues to adopt in the coming decade? Connectivity - offer free Wi-Fi Marketing – offer 3D visuals, Event Intelligence – Adopt to delegates and exhibitors virtual world showcases and smart tagging (e.g. RFID) of online venue ‘walkthroughs’ trade show booths, to showcase what is on offer delegates and meeting rooms to enable production of accurate information onImage sources: newlyemerged.files.wordpress.com / knowtebook.com / stronglink.cn visitor behaviour
  26. 26. Which of the following revenue earning activities do you expect to see venues adopt over the next decade? Carry advertising in public Host live entertainment Create their own or joint areas targeted at the such as concerts and ventured consumer demographic attending theatre performances focused events such as each event food and wine fairs, seasonal retail events andImage sources: sunrisepos.com / yourengagement101.com / bocaraton.com local craft fairs
  27. 27. What do you think will be the key longterm differentiators of successful venues over the next decade? Flexibility in use of the Staff, quality attitude and Ability to help event owners facility capability generate additional revenue streamsImage sources: inhabitat.com / greatpeople4events.co.uk / digecor.com
  28. 28. Over the next decade, publicly funded centres will be expected to play afar greater role in supporting the local community – for example providing low or no cost facilities for activities such as local art exhibitions, community meetings and social functions 60 56 50 40 30 24 19 20 10 2 0 178 Respondents Strongly agree Agree Disagree Strongly disagree
  29. 29. Over the next decade, venues will increasingly be expected to offer more in-depth and comprehensive event design advice and will seek to use this as a competitive differentiator 60 57 50 40 30 26 20 15 10 2 0Image sources: designholeonline.com 180 Respondents Strongly agree Agree Disagree Strongly disagree
  30. 30. As client budget pressures increase, venues will increasingly be expected to offer direct financial support or underwriting to attract the largest events 60 56 50 40 30 24 19 20 10 1Image sources: marksinvestingblog.com 180 Respondents 0 Strongly agree Agree Disagree Strongly disagree
  31. 31. As the boundaries (start and end points) of events start to blur and event owners seek to increase participant engagement before and after the event, venues will increasingly need to provide solutions that support such social media engagement 60 57 50 40 31 30 20 12 10 1 0 Strongly agree Agree Disagree StronglyImage sources: m2newmedia.netm 181 Respondents disagree
  32. 32. Over the next decade, in the face of intense competition,there will be growing pressure to provide the core facility for free and cover the costs through other revenue streams 60 50 50 40 37 30 20 11 10 2 0 Strongly agree Agree Disagree StronglyImage sources: nerdnirvana.org 179 Respondents disagree
  33. 33. Business PositioningBasic Fast StrategicModel Follower InnovatorLowCost NoFrills 33
  34. 34. Economic Return OrImage sources: tourismthailand.org / physics.dit.ie http://www.borev.net/imf.jpg
  35. 35. Out-thinking the Competition 35Image smh.com.au
  36. 36. TeliaSonera - TelePresence Meetings Stockholm-Helsinki• Number of meetings: 464• Reduced number of journeys: 1.392 – 500,000€ in travel costs• Saved working time: 40 months• Reducing carbon dioxide emissions by: 169,000 kg 36Image sources: Telia Sonera
  37. 37. Competition - Meeting ModelsSource: Tandberg
  38. 38. The Opportunity • Conventions and Trade Shows are a multi-billion industry • Major contributor to knowledge exchange and business creation • ButImage sources: annieandyiannis.com / img.ibtimes.com
  39. 39. To win we Must Focus ‘Beyond Tourism’Image source: asiatravel.com
  40. 40. ICCA Rankings - Subject AreasThe opportunity is partnering to maximise knowledge transfer and value creation in the key industries of the future
  41. 41. Destination Strategies 2015 Show ROI for Show longer More event term contribution extensive owners/delegates to economic data mining developmentImage sources: skylinetradeshowtips.com / dirtcheapgeo.com / backtothefuturetrading.com
  42. 42. Attributable Sales Revenues Exhibitors / Delegates Local Sponsors BusinessesImage source: wadefinancial.co.uk
  43. 43. Business Innovation and Performance ImprovementImage sources: ifgfunding.com
  44. 44. Knowledge TransferImage sources: businessgrow.com
  45. 45. Research Opportunities and FundingImage sources clockwise: anthonares.net / singularityhub.com / eurescom.de / unmediated.org
  46. 46. New Networks, Partnerships and CollaborationsImage source Tallberg Foundation
  47. 47. Awareness and AwardsImage source abclady.com
  48. 48. Inward InvestmentImage source selfones.com
  49. 49. Job CreationImage source tutpr2u.net
  50. 50. Sector and Country Targeting 50Image source prwatch.org
  51. 51. Ambassador Programmes 51Image source globalnetworkstrategy.eu
  52. 52. Authentic ExperiencesImage source roryandjamie.files.wordpress.com
  53. 53. Future Convention Cities Initiative• Cities that want to be at the leading edge of delivering business events• Focus on maximising long term economic benefit of events• Research, sharing of expertise and best practices• Meet four time a year
  54. 54. FCCI FIRST ACTION FORUM SEOUL MARCH 2011Image source Seoul Tourism Organization
  55. 55. Tourism Convention Services Design Distribution Services Digital Content R&DImage source Seoul Tourism Organization
  56. 56. Image source Seoul Tourism Organization
  57. 57. DDP: DONGDAEMUN DESIGN PLAZAImage source Seoul Tourism Organization
  58. 58. FLOATING ISLANDS ON SEOUL’S HAN RIVER
  59. 59. Sydney - Priority sectors identified by government for development• Finance, Insurance & Professional Services• Infrastructure and Construction• Advanced Manufacturing• Communication and Info Technology• Retail• Education and Research• Agri-food• Creative industries• Mining• Tourism• Health and Allied Services
  60. 60. Sydney - Linking business events to government priorities BESydney Target government Government priority sectors invests in for development BESydney Work with government and Community institutions to secure events benefits Events help develop sectorsImage source Business Events Sydney
  61. 61. Sydney Case Examples • 4th International AIDS Society Conference on HIV Pathogenesis Treatment and Prevention (IAS 2007) Led to the establishment of a major virology institute at the University of NSW through initial investment by the Bill and Melinda Gates Foundation later matched by government. • 7th International Orthodontics Congress (IOC 2010) Many Australian clinicians picked up knowledge about new techniques and technologies. Conference led to significant funding increase for the Australian Society of Orthodontists research programs.Image source Business Events Sydney
  62. 62. International Congress on Obesity (2006) • Secured government funding for a new Centre for Obesity, Diabetes and Cardiovascular Disease – ready by 2013 “This conference is vital to staying at the forefront of the fights against obesity.” Tony Abbott, Federal Minister for Health then (Currently Leader of Opposition Party in Australia)Image source Business Events Sydney
  63. 63. Citywide Alignment - LondonBusiness Tourism Steering Group Senior group of industry figures with an interest in developing London’s global events business, across hotels, venues, transport, retail, corporate, agency, local government Research on client perceptions of the destination Comparative study into competitor destinations Industry Forums Clearer understanding reached of a joined-up approach Recommendations and future approach
  64. 64. Leveraging Sporting Legacy 2015 2016* 2017 2018 • Rugby World Cup • NFL Super Bowl • World Athletics • FIFA World Cup • Women’s Football • World Hockey Champs • Youth Olympic Games World Cup Champions Trophy • Solheim Cup (Ladies’ • FIBA World Basketball • Amateur Boxing • European Athletics Golf) Champs World Champs Champs • Hockey Euronations • FINA Water Polo • World Masters • Table Tennis World • IPC World Swimming World Cup Athletics Champs Cup Champs (25m; • Track Cycling World • World Disabled • LEN European Disability) Cup Badminton Champs Swimming Champs • Track Cycling World • World Team • Track Cycling World Cup Badminton Champs Champs • FINA Diving World Series • IPC European Swimming Champs • European Junior Athletics Champs • European Team *Olympic Year – may Athletics Champs limit event feasibilityImage source: London & Partners
  65. 65. Abu Dhabi – 30 Year Vision• Building an open, efficient, effective and globally integrated business environment• Adopting a disciplined fiscal policy that is responsive to economic cycles• Establishing a resilient monetary and financial market environment• Driving significant improvement in the efficiency of the labour market• Developing a sufficient and resilient infrastructure• Developing a highly skilled, highly productive work force• Enabling financial markets to become the key financiers of economic sectors and projectsImage source: redfiloeventarchitechts.blog.com
  66. 66. Abu Dhabi – Key Sectors• Education• Energy and Environment• Healthcare• Petrochemicals, Oil and Gas• Pharmaceuticals• IT, Telecoms + Communications• Transportation and Logistics• Construction• Culture• Food industry• Manufacturing and Infrastructure• Security and Defense• TourismImage source: flickr.com
  67. 67. Abu Dhabi – Infrastructure• Health – Cleveland Clinic Abu Dhabi bringing high quality medicine• Education – In Abu Dhabi branches of Yale University, Sorbonne, New York University and new Zayed University• Masdar City – World first zero carbon, zero waste and car free city• Science and Technology• A new surface transportation Master PlanImage source: mobilebillboardfranchise.com
  68. 68. Advantage Abu Dhabi• A three-year Abu Dhabi Tourism Authority initiative aimed at catalysing and seeding innovative and viable business events aligned to the Abu Dhabi Government’s 2030 Economic Plan• Aimed at International Conferences and Exhibitions• AAD Recipient:
  69. 69. Critical factors that determine business tourism success Convention Bureaus Leadership – vision, strategy, funding Networking -buyers; business tourism trade shows Branding Skills Ambassadors Infrastructure – venues, airport Bidding – aggressive; substantial bid funds (Haven-Tang et al, 2007)Image source: Durban KwaZulu Natal Convention Bureau
  70. 70. Convention Bureau Roles • Lead generation and tracking; - to identify business tourism opportunities; • Bidding and bid support – with associations, meeting planners and venues; • Delegate boosting – marketing support for specific meetings; • Business tourism destination marketing – stimulating awareness of a tourism destination from a business perspective – the attractions and business tourism services of a region; • Product development and accreditation; • Impact assessments; and • Co-ordination.Image source: Durban KwaZulu Natal Convention Bureau
  71. 71. Conclusion• New turbulent era• Key economic development engine• Too important to mess up• Strategy, research and innovation now critical• Focus must be on events that enable business to happen Image source: mobilebillboardfranchise.com
  72. 72. Next Steps – How Can You Get Involved?• Future Reports – Give us Feedback• Take part in Pulse Surveys• Contribute Expert Papers• Run / Host a Workshop / Survey• Student Essay Competition• Suggest Research Topics - tell us what you’d like to see• Ask about the sponsorship benefitsrohit@fastfuture.com www.convention-2020.com
  73. 73. Fast Future – Meetings Industry Services• Briefings and workshops for executive management and boards of venues, CVB’s and associations• Customised research on trends, technologies and new markets• Development of strategies and business plans• ‘Deep dives’ on key trends and technology developments• Consultancy and workshop facilitation on innovation and new business models 74
  74. 74. Fast Future• Research, consulting, speaking, leadership• 5-20 year horizon - focus on ideas, developments, people, trends and forces shaping the future• Clients – Industry Associations – ICCA, ASAE, PCMA, MPI – Corporates - GE, Nokia, Pepsi, IBM, Intel, Samsung, GSK, SAP, Orange, O2, E&Y, KPMG, Amadeus, Sabre, Travelport, Travelex, ING, Santander, Barclays, Citibank, Deutschebank – Governments - Dubai, Finland, Nigeria, Singapore, UK, US – Convention Bureaus – Seoul, Sydney, London, San Francisco, Toronto, Abu Dhabi, Durban, Athens, Slovenia, Copenhagen – Convention Centres – Melbourne, Adelaide, Qatar, QEIICC – Hotels - Accor Group, Preferred, – Intercontinental – Congrex, Kenes – Aeroports de Paris / Schiphol Group
  75. 75. Future Convention Cities Initiative• Cities that want to be at the leading edge of delivering business events• Focus on maximising long term economic benefit of events• Research, sharing of expertise and best practices• Meet four time a year• Initiated and co-ordinated by Fast Future
  76. 76. Hotels 2020: Beyond Segmentation Objectives• Identify change drivers and key success characteristics for the globally branded hotel sector over the next decade• Examine the implications for: – Hotel strategy – Brand portfolio – Business models – Customer targeting – Innovation
  77. 77. Rohit Talwar• Global futurist and founder of Fast Future Research.• Award winning speaker on future insights and strategic innovation – addressing leadership audiences in 40 countries on 5 continents• Author of Designing Your Future – Published 08/2008• Profiled by UK’s Independent Newspaper as one of the Top 10 Global Future Thinkers• Led futures research, scenario planning and strategic consultancy projects for clients in telecommunications, technology, pharmaceuticals, banking, travel and tourism, environment, food and government sectors• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM, ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis, OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell, Siemens, Symbian, Yell , numerous international associations and governments agencies in the US, UK, Finland, Dubai, Nigeria, Saudi Arabia and Singapore.• To receive Fast Future’s newsletters please email rohit@fastfuture.com
  78. 78. Designing Your Future Key Trends, Challenges and Choices Facing Association and Nonprofit Leaders• 50 key trends• 100 emerging trends• 10 major patterns of change• Key challenges and choices for leaders• Strategic decision making framework• Scenarios for 2012• Key futures tools and techniques• Published August 2008• Price £49.95 / €54.95/ $69.95• Email invoice request to rohit@fastfuture.com
  79. 79. Our Services Bespoke research; Identification & Analysis of Future Trends, Drivers & Shocks Public Speaking, In- Company Briefings, Accelerated Scenario Seminars and Planning, Timelining & Workshops Future MappingPersonal Futuring forLeaders and Leadership Expert Consultations &Teams Futures Think Tanks Identification of Design & Facilitation of Opportunities for Innovation, Incubation Innovation and Strategic & Venturing Programmes Strategy Creation & Investment Development of Implementation Roadmaps
  80. 80. Example Projects• Public and private client research e.g. : – Convention 2020 – the Future of Business Events – Future Convention Cities Initiative – Maximising LongTerm Economic Impact of Events – One Step Beyond – Future trends and challenges for the events industry – Hotels 2020: Beyond Segmentation – Future Hotel Strategies – The Future of Travel and Tourism in the Middle East – a Vision to 2020 – Future of Travel and Tourism Investment in Saudi Arabia – Aviation and Airports e.g. Aviation 2030 – Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030 – Scenarios for the global economy for 2030 and the implications for migration – Designing Your Future (Published August 2008) – book written for the American Society of Association Executives & The Center for Association Leadership – Global Economies – e.g. The Future of China – the Path to 2020 – The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers – Winning in India and China• Strategic advice to industry players• Confidential advisory and coaching services to CEOs and top teams• Public speaking at public conferences and in-company events• Future thinking workshops and retreats
  81. 81. Example Clients

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