The future of meetings - Rohit Talwar


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Presentatie ‘the Future of Meetings competing for the US Market’ door Rohit Talwar tijdens het Holland Marketing Congres 2013. Deze presentatie zoomt in op de stand van zaken in de meetings industry inclusief trends en ontwikkelingen.

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The future of meetings - Rohit Talwar

  1. 1. The Future of Meetings – Competing for The US MarketRohit Talwar – CEO – Fast Future Research Netherlands Board of Tourism & Conventions - Holland Marketing Congress – Amsterdam RAI February 5th 2013
  2. 2. Contents• Presentation p. 3• About Fast Future p. 35• Image Sources p. 43• Background Notes p. 48
  3. 3. International Events (ICCA 2011 Data)• No. of international meetings rotating to 3 or more cities globally declined for 16 years to 2011 – all time low = 2010• Europe second most popular after ‘worldwide’ (55% of meetings)• Asia and Middle East / Africa – share risen over the decade, Latin America up since 2006• Europe / USA regained market share in 2011 – decline since 2003• Europe – houses most associations with international rotating events (~59%)
  4. 4. Country RankingsSource: ICCA 2011 Country and City Rankings Report. May 2012.
  5. 5. European RankingsSource: ICCA 2011 Country and City Rankings Report. May 2012.
  6. 6. City RankingsSource: ICCA 2011 Country and City Rankings Report. May 2012.
  7. 7. 2011 International Meetings (ICCA Rating)5.5M Total Participants / $561 Average Spend 535 30.2% Average Participants Biggest Category: (662 in 2002) 50-149 Participants 3.78 45.4% Average Length (Days) Proportion in Hotels
  8. 8. 2013 Meetings Abroad (M&C)Source: M&C magazine. 1 April 2012
  9. 9. What Types of US Meetings Go Abroad? (M&C)• Corporate planners: – General meetings (74%) – Incentive trips (52%) – Board meetings (35%) – Trade shows (28%) – Product launches (22%).• Association planners: – Annual meetings (72%) – Board meetings (55%) – Trade shows/Conventions (50%) – Chapter meetings (30%) Source: M&C magazine. 1 April 2012.
  10. 10. AIBTM – Top 10 Sectors - 2012Source: AIBTM and The Right Solution . June 2012.
  11. 11. Incentive Travel Trends 2013 (M&C)80% of US planners will take events overseas:• Caribbean / Bermuda (56%)• Europe (49%)• Mexico (33%)• Canada (24%)• Central / South America (11%)• Asia (11%)• Africa (4%)• Australia / New Zealand (2%)Source: M&C magazine. 1 April 2012.
  12. 12. Budgets and Markets (AIBTM 2012)• Mean event budget (USA) = $95,098• 80% of US buyers have a budget >$100 000• 2013 - 58% expect higher volume, 45% forecast lower budgets, 48% will use new destinations• Top 10 countries for US buyers: 1. US 2. France 3. Spain 4. Canada 5. Mexico 6. China 7. UK 8. Italy 9. Germany 10. Brazil Source: AIBTM. June 2012.
  13. 13. Selection Criteria (M&C)Accommodation Quality (73%) Airlift (71%)Destination Reputation (68%) Security (62%)
  14. 14. Key Partners (M&C)• 41% use NTO’s convention bureaus and other DMO’s, 48% infrequently, 11% never• 63% Value and reward relationships with international suppliers (hotelier, destination management executive)Source: M&C magazine. 1 April 2012.
  15. 15. Accommodation Abroad (M&C) 80% Prefer a Fixed Price in US$
  16. 16. Event Owner Destination Support Needs (ASAE)Localised organising committee, research, support, partnerships, endorsements, marketing, sales, PR, contracts and language
  17. 17. Concerns for Planners / Owners (ASAE/M&C) Dollar Buying Services in Weakness Euros / VAT Collecting Fees / Risk Management /Paying Bills Locally Currency Hedging
  18. 18. Event Planner / Owner - 2013 PrioritiesFocus on content Weak economyGamification Rising travel costs &Team adventure lower budgets driving pressure for localTechnology - hybrid eventsevents, online events,on-demand events and Tougher approvalsvirtual meetings Public / shareholderLocation / ease of scrutinyaccess Rising social mediaSustainability engagementHealthy F&B Security / stability
  19. 19. Use of New Technologies (AIBTM 2012)Source: AIBTM. June 2012.
  20. 20. Imex Power of 10 Study: The Future Event Experience – Key 76% ROI Priorities of Survey 59% Personalisation Respondents 51% Interactive Learning Future Delegate Expectations48% Pre/Post-Engagement 61% Cost Reduction Desired Event48% 15-20 Min ‘TED’ Talks Future Design 54% Quality & Novelty Innovations Priorities41% Delegate Led Content 43% Shorter Lead Times Design of the Learning Experience 59% Build Delegate Insight 55% Deepen Dialogue 52% Tailored Speeches
  21. 21. To reduce vulnerability to economic cycles, the industry must demonstrate tangible return on investment forevent owners, delegates, sponsors, exhibitors and other key stakeholders 60% 50% 40% 30% 20% 10% 0% Strongly Agree Slightly Slightly Disagree Strongly 670 respondents Agree Agree Disagree Disagree
  22. 22. Cost Control – What key tactics will event owners adopt to reduce financial risks? Closing unprofitable Running shorter events meetings Risk and reward sharing Co-location of events to share cost
  23. 23. Corporate Events – What will the key drivers be in the design of corporate events over the next decade? Multiple goals e.g. motivation, Experimentation with new formats toeducation, external relationship accelerate learning, creativity and change building and PR Use of events to build brand identity and develop ‘sticky’ customer and partner relationships
  24. 24. Association Events – What will the key drivers be in the design of association events over the next decade? Event as a platform to bring new ideas to membersExperimentation with Personalisation of the new pricing models delegate experience Merger of events
  25. 25. Venues – What are the critical development priorities for meeting venues over the next decade? Stay up to date with new and emerging technologies Identify new Develop flexible servicemarkets e.g. emerging offerings industry sectors, professions and associations Increase the flexibility of meeting spaces
  26. 26. Hotels – Over the next decade, what are the critical priorities for hotels serving the meetings sector? Increasing the flexibility of meeting spaces and public areasDeveloping new business Ensuring block room models booking prices are competitive Offer competitive technology solutions
  27. 27. CVBs – What are the key priorities for convention bureaus over the next decade? Adopt a multi-channel Increase the quality and Create tools and services toapproach to promoting the range of support offered to assist delegates when destination event owners and meeting visiting the destination planners
  28. 28. Event Agencies – Over the next decade, what are the key priorities for the agencies involved in different aspects of event delivery? Provide strong proof of Launch innovative new return on investment products and services Develop and retain top talent Aligning with the client’s longer term strategy
  29. 29. The biggest challenge for the business events sector over the nextdecade is proving it is a vital contributor to economic development and the knowledge economy and not just a branch of tourism 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Strongly Agree Slightly Slightly Disagree Strongly 533 respondents Agree Agree Disagree Disagree
  30. 30. 1. Evolving a Distinctive Industry Persona
  31. 31. 2. Thinking and Acting Strategically
  32. 32. 3. Personalizing and Deepening the Learning Experience
  33. 33. 4. Experimenting with Business Models and Revenue Streams
  34. 34. 5. Developing Tomorrow’s Leaders and Managers
  35. 35. About Fast Future
  36. 36. Fast Future – Core Services• Live Events - Speeches, briefings and workshops for executive management and boards of governments, investment funds, development agencies , companies, airlines, airports, hotels, venues, CVB’s and associations• Future Insights - Customised research on emerging trends, future scenarios, technologies and new markets• Immersion - ‘Deep dives’ on future trends, market developments, emerging issues and technology advances• Strategy - Development of strategies and business plans• Innovation - Creation of business models and innovation plans• Engagement - Consultancy and workshop facilitation
  37. 37. Fast Future• Research, consulting, speaking, leadership• 5-20 year horizon - focus on ideas, developments, people, trends and forces shaping the future• Clients – ING, ABN Amro, Laing O’Rourke – Marks and Spencer – Airports - Aeroports de Paris / Schiphol Group – Vancouver Airport Services – Industry Associations – ICCA, ASAE, PCMA, MPI – Corporates - GE, Nokia, Pepsi, IBM, Intel, Orange, O2, Siemens, Samsung, GSK, SAPE&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 – PCO’s - Congrex, Kenes
  38. 38. Our Services Bespoke research; Identification & Analysis of Future Trends, Drivers & Shocks Public Speaking, In- Company Briefings, Accelerated Scenario Seminars and Workshops Planning, Timelining & Future MappingPersonal Futuring for Leadersand Leadership Teams Expert Consultations & Futures Think Tanks Identification of Design & Facilitation of Opportunities for Innovation, Incubation & Innovation and Strategic Venturing Programmes Investment Strategy Creation & Development of Implementation Roadmaps
  39. 39. Example Projects• Public and private client research e.g. : – Reinventing the Airport Ecosystem – Development of Market Scenarios, emerging trends and strategies for key clients – Government and OECD Scenario Projects – e.g. 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 – The Future of Human Resources – Exploiting the Future Potential of Social Media in UK Small to Medium Enterprises – Convention 2020 – the Future of Business Events – Future Convention Cities Initiative – Maximising Long-term 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
  40. 40. Hotels 2020 – Objectives• Identify key drivers of change for the globally branded hotel sector over the next decade• Examine the implications for:  Hotel strategy  Brand portfolio  Business models  Customer targeting  Innovation
  41. 41. 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
  42. 42. 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• 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
  43. 43. Image Sources
  44. 44. Image Sources p.1Page:3. Clockwise: http://www.meetings- Clockwise: Top, bottom: 87590578c26633974.jpg
  45. 45. Image Sources p.215. Inside out; clockwise: www.eurorateforecast.com18. aac1a06a-5eb3-415b-9ad9-6634d4d0c91b.jpg19. Clockwise:
  46. 46. Image Sources p.324. Clockwise: Clockwise: Clockwise: From left to right:
  47. 47. Image Sources p.428. Clockwise: 6I/AAAAAAAAAN0/LUwVd6Bz3UY/s400/Nurturing+wallpaper.png
  48. 48. Background Notes
  49. 49. Overview of Global Travel 2020
  50. 50. Background: ICCA 2002 – 2011Statistics Report on the Meetings Industry
  51. 51. Rotations • The World/International arena is still the biggest rotation area in numbers of meetings • The numbers of meetings that rotate worldwide has been decreasing over the past 16 years, reaching an all-time low the past year (2010). • The Europe Rotation area is the second biggest and its market share shows a slow but steady increase throughout the decade • The Africa/Middle East rotation area has seen an increase in numbers of meetings throughout the decade and the number of events which rotate within Latin America shows a steady increase since 2006. • The number of events which rotate within Asia and Asia/Pacific both seem to be stabilising over the past 4 years around 6.1% and 2.9% respectively.Source: ICCA 2011 Statistics Report 2002 - 2001. July 2012.
  52. 52. Association Headquarters • Europe is still the home region to most of the headquarters of associations which organise meetings that are included in the ICCA Association Database. Approx. 59% of the headquarters based in Europe over the past 10 years. • North America has increasingly more headquarters, at the cost of the market share of the third biggest home region Asia /Middle East. • Despite these small relative changes the distribution of headquarters over regions throughout the decade remained stable.Source: ICCA 2011 Statistics Report 2002 - 2001. July 2012.
  53. 53. Regional Destination Statistics • 55% of the meetings in 2011 were in Europe • North America and Europe gained in popularity, putting an end to the trend of decrease in their market shares since 2003. • Latin America has also gained in relative popularity with its market share steadily increasing throughout the decade. • Despite ups and downs Asia/Middle East has seen a rise in relative popularity over the past decade almost being a counter mirror for Europe and North America. • Africa and Oceania have stayed rather stable over the years.Source: ICCA 2011 Statistics Report 2002 - 2001. July 2012.
  54. 54. Country Destination Statistics • The 2011 country top 10 showed little change, with the top six repeating their rankings, led by the USA, Germany and Spain. • The Netherlands and Austria appeared at 9th and 10 th respectively, taking the place of Switzerland, which dropped from 10th to 12th, and Japan, which in the aftermath of cancellations due to the earthquake and tsunami, understandably dropped from 7th to 13th. • The USA saw by far the biggest jump in the number of events held, up by 136 to a new record of 759 meetings in 2011Source: ICCA 2011 Statistics Report 2002 - 2001. July 2012.
  55. 55. Participant Trends • The average number of participants per meeting reached its lowest point of the past decade in 2011 with 535 participants per international meeting, which is a drop of 36 participants per meeting compared to 2010. • In the year 2002 the average number of participants per meeting was the highest over the past 10 years with an average of 662 participants per international meeting. • Since the beginning of the decade the average number of participants per meeting dropped each year, with exception of the small revivals in 2006 and 2008, continuing the trend of international meetings getting smaller. • North America has been the region with the largest average numbers of participants per meeting over the past decade, with an average 732 participants per meeting in 2011, followed by Latin America. • Both their averages have decreased throughout the decade. The average numbers of participants per meetings in all other regions have gone up in 2011Source: ICCA 2011 Statistics Report 2002 - 2001. July 2012.
  56. 56. Trend Towards Smaller Meetings • Over the past 10 years there has been a big expansion of the market share of the smallest meetings (50-149 and 150-249 participants) at the cost of all meetings attracting over 500 participants. • Since 2009 the smallest meeting size is the biggest category; – 30.2% of all the identified meetings that were organised in 2011 have attracted between 50 and 149 participants. – This is a growth of approximately 11.1% over the past decadeSource: ICCA 2011 Statistics Report 2002 - 2001. July 2012.
  57. 57. Size of Meetings • Estimated total number of participants to all 2011 meetings is over 5.5 million, compared 5.4 million people attending meetings in 2010 • For the last ten years the U.S.A. has had the highest number of participants with 563,830 participants in 2011 • The largest number of international association meetings over the past 10 years were annual meetings (59,8% in 2011). • The relative number of annual meetings has increased over the past 10 years. • The relative number of biennial meetings is gradually dropping over the years (22, 8 % in 2010 to 21,5% in 2011)Source: ICCA 2011 Statistics Report 2002 - 2001. July 2012.
  58. 58. Trends in When and where Meetings are Held • 16,3% of all meetings organised are in September - the highest number for any month for international association meetings • Over the decade September is followed in order of popularity by June, October and May. • The average length of a meeting in 2011 was 3.78 days, which is slightly higher than the average figures of the previous years. • Over the last decade the usage of Meeting facilities in Hotels has been gradually increasing at the expense of the Conference/Exhibition Centre. • Since 2005 hotels as a preferred venue have retained this first position with almost 45.4% market share in 2011 compared to 34,9% at the beginning of the past decadeSource: ICCA 2011 Statistics Report 2002 - 2001. July 2012.
  59. 59. Subject of Meetings• The most popular subject is still Medical Science.• The absolute numbers of meetings organised on Medical Science increased almost each year over the past ten years. However, the relative popularity went down over the decade to an all-time low of 17.3% of all meetings in 2009.• Second preferred subject over the past ten years has been Technology, which went up in popularity over the decade.
  60. 60. Fees• The average fee per delegate per meeting in 2011 is USD 561.34.• Over the first few years of the decade the average registration fee per delegate per meeting increased until 2005. A• short-lived increase in 2006 was followed by a decrease lasting until 2009.• 2009- 2011 showed a slight increase again.• The average total expenditure of all meetings included in the ICCA Association Database was USD 13,747,787,985 in 2011.
  61. 61. Finance & US Meetings Abroad
  62. 62. Finance & US Meetings Abroad • The dollar is generally weak against the Euro • Buying services in Euros and taking registration fees in dollars can cause a deficit in the event budget • Financial concerns for US associations include: – the need for a bank account in the country hosting the event or the ability to partner with an in-country PCO which can handle the collection of sponsorships and registration fees and pay bills – the ability to claim VAT back after the event, the need to pay VAT to local vendors/ charge VAT for the event and how to do this – the possibility of buying Euros at a set price in the future – ‘buying forward’ to reduce the risk of losing on currency exchange fluctuations and other financial mechanisms to reduce costs such as the use of a local partner for purchasing/ bank accountsSource: ASAE. November 2007.
  63. 63. Success in Foreign Markets Some of the key success factors for organizing international meetings for US associations according to ASAE writer Ajay Bhojwani include: • Conducting market research to uncover opportunity and an event strategy for focus; • Having endorsements from local authorities and partnerships for financial, content, and audience access support; • Organizing committees with recognized regional knowledge opinion leaders to ensure content localization; • Having direct and indirect marketing with direct sales (e.g. telemarketing) with a focus on local and regional markets where the meeting is going to be held; • Focusing on local and regional press activities to build the brand of the meeting, create momentum, and attract participation;Source: ASAE July 2010.
  64. 64. Success in Foreign Markets • Having strong financial and risk controls supported from experienced regional event organizers; • Using very simple and easy-to-understand language for all communication materials; • Advising on international codes for telephone numbers and working hours, keeping in mind the time differences and weekends; • Being persistent and patient, which is absolutely essential, because some of the agreements and discussions with local authorities and associations (in some regions) can take longer than expected; • Being prepared for a significant amount of last-minute tasks and changes.Source: ASAE July 2010.
  65. 65. Success in Foreign Markets • Laws that regulate events and labour laws need to be understood by US event owners • Language barriers are a concern • Time differences while planning an event – i.e. late night calls • Security is a concern • Contracts in local currencySource: ASAE. May 2011.
  66. 66. Global Planner Report 2012
  67. 67. Global Planner Report 2012 • Global Planner is a survey of 126 US meetings professionals (83 of whom work for corporations and 43 for associations) on the topic of US events abroad by the Meetings & Convention (MC) Magazine • The latest survey available is Global Planner 2012 (Published 1 April 2012). They survey was conducted in 2011 and the results are presented for 2012 and 2013Source: M&C magazine. 1 April 2012.
  68. 68. Top Destination Rankings 2011 Where were US meetings held in 2011?: • Europe was the top international destination for U.S. Groups in 2011, according to 60 percent of those polled. • Canada was the second-most popular spot for international meetings, according to 54 percent of respondents • followed by Mexico with 40 percent. • Rounding out the list were Asia (38 percent), followed by Caribbean/Bermuda (32 percent), Central/South America (26 percent), Australia/New Zealand (17 percent), Middle East (15 percent) and Africa (8 percent).Source: M&C magazine. 1 April 2012.
  69. 69. Top Destination Rankings 2011Source: M&C magazine. 1 April 2012.
  70. 70. 2012 Meetings Abroad Where will US meetings be held in 2012?: • In 2012 Europe retains the top spot for meetings held outside the U.S., according to 59 percent of respondents, who will hold meetings there. • The next most popular regions are Asia and Canada, each cited by 39 percent of those polled, • followed by the Caribbean/Bermuda (30 percent), • Central/South America (26 percent), • Mexico (26 percent), • Middle East (15 percent), • Australia/New Zealand (12 percent) • Africa (2 percent). • Two percent of respondents will not hold any international meetings in 2012.Source: M&C magazine. 1 April 2012.
  71. 71. 2012 Meetings Abroad
  72. 72. 2013 Meetings Abroad (M&C) Where will US meetings be held in 2013?: • Europe should hold its top spot for 58 percent of planners surveyed. • Canada again will rank second (42 percent will hold events there), • followed closely by Asia (41 percent). • Next most popular for 2013 will be Mexico (31 percent), • Caribbean/Bermuda (30 percent), • Central/South America (30 percent), • Mexico (30 percent), • Australia/New Zealand (15 percent), • Middle East (13 percent) • Africa (10 percent). • Just 3 percent of respondents dont plan to hold meetings outside the U.S. in 2013Source: M&C magazine. 1 April 2012.
  73. 73. What Types of Meetings Go Abroad? • Types of meetings corporate planners hold outside the U.S. are: – general meetings (74 percent), – incentive trips (52 percent), – board meetings (35 percent), – trade shows (28 percent) – product launches (22 percent). • For association planners: – 72 percent take their annual meetings to international destinations – board meetings (55 percent), – trade shows/conventions (50 percent) – chapter meetings (30 percent)Source: M&C magazine. 1 April 2012.
  74. 74. Number of Meetings How many meetings are planners organizing in a year and how will this change?: • Most respondents (59 %t) typically plan one to five meetings annually • 16 % plan six to 10 • 11 % plan more than 20 • 7 %plan 11 to 15, • 2 % plan 6 to 20. • Compared with 2011, 36 percent expect the number of international meetings their companies will hold in 2012 to increase, 56 percent will hold the same number of meetings and just 8 percent said the number of global meetings will decrease. • Looking ahead, 32 percent of respondents will hold more meetings outside the U.S. next year compared with 2012, 64 percent foresee no change and only 4 percent expect the number to decrease year-over-year.Source: M&C magazine. 1 April 2012.
  75. 75. Size and Duration? • Size of groups. – More than half (54 percent) said their group size for international events will stay the same this year compared with 2011, – 21 percent said the number will increase – 8 percent it will decrease; – 7 percent were unsure. • Duration of events. – The majority of respondents (56 percent) said their last international meeting ran three to four days – 22 percent met for five days or more – 22 percent gathered for two days or fewer.Source: M&C magazine. 1 April 2012.
  76. 76. Selection Criteria What matters to planners when they evaluate international destinations? • Top criteria are quality of accommodations (cited by 73 percent of survey respondents) • good airlift (71 percent), • reputation of the destination (68 percent) • security (62 percent)Source: M&C magazine. 1 April 2012.
  77. 77. Final sign-off? Who has final say over the choices made for international meetings? • For corporate meetings: – the majority of those polled (46 percent) said the choice ultimately is finalized by the CEO or other top-level executive, – followed by a team of planner and third party (22 percent), – the planning department (8 percent), – the director of marketing or sales (5 percent), – The travel manager/director (4 percent) – The procurement department (1 percent). • For the association meetings: – 32 percent said the CEO or other top-level executive – the board and a team of planner and third party (each with 16 percent), – the planning department (13 percent) – the meeting chairperson (10 percent).Source: M&C magazine. 1 April 2012.
  78. 78. Budgets What was the size of the budget for a planners previous meeting? : • 25 percent had a budget for their last international meeting in the range of $150,000-$499,999 • 17 percent reported having budgets of $10,000 to $49,999 • 14 percent spent $50,000-$99,999; • 9 percent had budgets of $1 million or more • 6 percent had budgets of less than $10,000.Source: M&C magazine. 1 April 2012.
  79. 79. Budgets For their next international event, planners reported generally similar budgets to their last: • 26 percent citing funds of $150,000-$499,999 • 18 percent in the $50,000-$99,999 range. • 14 percent reported budgets of $500,000-$999,000 • 13 percent have budgets of $10,000-$49,999 • 12 percent reported budgets of $100,000-$149,000 • 10 percent have budgets of less than $10,000 • 7 percent fall into the $1 million or more category.Source: M&C magazine. 1 April 2012.
  80. 80. Use of CVBs/ NTOs • Obtaining promotional materials (brochures, CDs, maps) remains the top reason planners use convention and visitor bureaus and national tourism organizations, cited by 44 percent of respondents • followed by setting up site inspections (40 percent) • restaurant recommendations (37 percent) • pre/post-event tour suggestions (34 percent) • theme party ideas (33 percent) • availability of meeting planning guides (30 percent).Source: M&C magazine. 1 April 2012.
  81. 81. Contacting Planners • E-mail is the best way for international suppliers to reach planners, according to 84 percent of those polled • followed by fam trips (45 percent • Internet/other resources (43 percent) • trade shows/networking events (38 percent) • direct mail (23 percent) • a phone call (10 percent). • Just 1 percent of planners favour receiving a fax from global suppliers.Source: M&C magazine. 1 April 2012.
  82. 82. Accommodation Abroad When it comes to selecting accommodations for their attendees in 2012: – 44 percent of those polled bring groups to upscale hotels. – 22% use luxury properties – 14% use midscale properties – 20 % of respondents use a combination of the above. – None of the respondents used budget properties for their international events this year. – In M&Cs 2011 survey, just 11%of respondents said they used luxury properties for their meetings outside the U.S. • 80 % of those polled said a guaranteed price for hotels or services in U.S. dollars makes an international destination appealing to their organizations.Source: M&C magazine. 1 April 2012.
  83. 83. Incentive Travel Trends 2012 • More than 80 percent of planners who hold motivational events will do so outside the U.S. in 2012 or 2013, the highest such number since the recession began in 2008, with fewer than 20 percent still staying close to home. • The size of incentive groups in 2012: the number is unchanged since last year for 40 percent of those polled; 29 percent will see an increase in participants, 9 percent anticipate a decrease and 22 percent are unsure. • Destination rankings 2012 for incentive trips: – The Caribbean/Bermuda is indeed the top destination by far for incentive programs in 2012, as cited by 62 percent of respondents. – Europe takes second place, per 38 percent of those polled. – Mexico is in third place per 31 percent – Canada (22 percent), – Central/South America (11 percent), – Asia (7 percent), – Australia/New Zealand and the Middle East (each with 2 percent).Source: M&C magazine. 1 April 2012.
  84. 84. Incentive Travel Trends 2013 • Destination rankings for 2013: – For 2013, the Caribbean/Bermuda will retain its top spot per 56 percent of those polled, – followed by Europe (rising to 49 percent), – Mexico (33 percent), – Canada (24 percent), – Central/South America (11 percent), – Asia (11 percent), – Africa (4 percent) – Australia/New Zealand (2 percent).Source: M&C magazine. 1 April 2012.
  85. 85. International Partners? • National tourist offices, convention bureaus and other destination management organizations offer assistance to planners. However, these are not highly used by US planners. – nearly half of those surveyed use such resources "infrequently" (association planners were more likely to use them their corporate counterparts). – Another 28 percent use them often, – 13 percent always use them – 11 percent never use such agencies. • Who to work with? – More than half (55 percent) of respondents prefer to work with both the U.S. and international branch of a tourist office or convention bureau – 26 percent favour working only with U.S.-based representatives – 19 percent prefer dealing solely with the overseas officeSource: M&C magazine. 1 April 2012.
  86. 86. Choosing a Destination • Personal Relationships? – For 63 percent of planners, having a personal relationship with an international supplier (hotelier, destination management executive) influences their destination decisions – 22 percent say such connections matter very little – 10 percent say they have no effect.Source: M&C magazine. 1 April 2012.
  87. 87. Concerns for Planners? • Terrorism remains the most pressing concern for the meeting professionals queried. One third (35 percent) say it significantly influences their plans concerning international meetings or incentives. • Other key considerations affecting plans include the U.S./global economy, according to 30 percent of respondents • local health concerns (28 percent) • natural disasters (24 percent) • public and/or media perceptions of meetings and events (20 percent) • international currency exchange rates (15 percent).Source: M&C magazine. 1 April 2012.
  88. 88. Concerns for planners?
  89. 89. US Outbound Travel Stats – USOffice of Travel & Tourism (OTTI)
  90. 90. US Outbound Travel Stats – US Office of Travel & Tourism (OTTI) • U.S. international outbound travel has increased-with U.S. travel to overseas markets reaching 20.0 million until August, up 7 % this year • The U.S. Office of Travel & Tourism Industries (OTTI) recently announced that U.S. international outbound travel was up 4% in August 2012, and up 3% for the year, with 42.2 million American travellers departing during the first eight months of 2012. U.S. travel to overseas markets reached 20.0 million, up 7 percent this year. • From the 47% of all U.S. outbound international travel, Europe received the largest share at 19% ( see following chart) • According to a previous report by Global Business Travel Association, American business travelers were expected to take 437.9 million trips in 2012, down 1.2% from an estimate made in April 2012 by the travel and meetings trade group. The outlook for 2013 was a forecast of 435 million trips. Overall travel spending was expected to be $268.5 billion in 2013.Source: About Tourism. 23 November 2012.
  91. 91. US Outbound Travel Stats 2011/2012 - OTTISource: About Tourism. 23 November 2012.
  92. 92. US OTTI Stats on Outbound US Travel (2011 – latest available stats show growth in US business travel)Source: US office of travel and tourism industries. 2011 US travel to Europe statistics.
  93. 93. US OTTI StatsNetherlands has a declining market share of US travel from 2010 – 2011, with businesstravel as the only sector to see growth, there may be a need to invest in this marketSource: US office of travel and tourism industries. 2011 US travel to Europe statistics.
  94. 94. IBTM Global Meetings IndustryResearch Americas Region 2012
  95. 95. IBTM 2012 Research • Mean budget per even in the USA = $95,098 • 80% of buyers in the USA have a budget in excess of $100 000 • Top 10 countries for US buyers in the next 12 months (June 2012 – June 2013) 1. US 2. France 3. Spain 4. Canada 5. Mexico 6. China 7. UK 8. Italy 9. Germany 10. BrazilSource: AIBTM. June 2012.
  96. 96. IBTM 2012 ResearchSource: AIBTM. June 2012.
  97. 97. IBTM 2012 ResearchSource: AIBTM and The Right Solution . June 2012.
  98. 98. IBTM 2012 ResearchSource: AIBTM. June 2012.
  99. 99. IBTM 2012 ResearchSource: AIBTM and The Right Solution . June 2012.
  100. 100. IBTM 2012 ResearchSource: AIBTM and The Right Solution . June 2012.
  101. 101. IBTM 2012 ResearchSource: AIBTM and The Right Solution . June 2012.
  102. 102. IBTM 2012 Research Europe holds a large percentage of US outbound meetings marketSource: AIBTM. June 2012.
  103. 103. IBTM 2012 ResearchSource: AIBTM. June 2012.
  104. 104. Global Business TravelAssociation (GBTA) Research
  105. 105. Global Business Travel Association (GBTA) Research • At the close of 2012, annual U.S. business travel spending is estimated by GBTA to have grown 1.6% to $254.9 billion, on a -1.9% decline in trip volume to 436.5 million person-trips. The spending increase was mainly due to rising travel rates. • This increase in spending for 2012 was also a downgrade from GBTAs previous forecast of 2.6% last quarter, reflecting the ongoing uncertainty of the fiscal cliff debate and the economic impact of Superstorm Sandy. • The GBTA BTI™, a proprietary index of business travel activity, is estimated at 117 for Q4 2012, with no movement from the previous quarter. Because of slower-than-expected U.S. economic growth, the Business Travel Index (BTI) never reached its pre-recession high of 120 in 2012. The closest it came was 118 in Q2 2012. • However, the BTI is currently expected to rise steadily through 2013, reaching 119 in Q1 2013 and 125 by the end of the year.Source: GBTA. 8 January 2013.
  106. 106. Global Business Travel Association (GBTA) Research • Business travel spending growth slowed through the tail end of 2012 as companies postponed critical investment decisions until after the U.S. presidential election and Congressional debate on the fiscal cliff. • However, the business travel forecast for 2013 should be more positive, provided there is continued easing of economic and political uncertainty - presenting an early indication of greater corporate confidence in spending decisions. • U.S. business travel spending is expected to rise 4.6% in 2013 to $266.7 billion, on a slight -1.1% decline in trip volume to 431.8 million person-trips for the year. The key factors in 2013 business travel spending growth are projected to be: – Increasing international outbound travel spending - projected to rise 5.9% – Increasing group travel spending - projected to rise 5.2% – Very modest price inflation - indicating that companies will be spending more real dollars on business trips. • Spending growth in 2013 should begin modestly, at 2.0% in Q1 and 2.9% in Q2, and then pick up the pace with rates of 6.4% in Q3 and 7.2% in Q4.Source: GBTA. 8 January 2013.
  107. 107. Global Business Travel Association (GBTA) Research • Since the turn of the millennium, spending on global business travel has grown at an annual rate of 4.5 percent to a 2011 level of $1.02 trillion USD. Average annual growth has swung wildly – from a loss of -11.4 percent in 2001 as the 9/11 attacks compounded the downward pressure from the early-2000s recession – to 15.9 percent in 2007, the peak of a global expansion. Corporate spending on business travel hit the brakes in 2009, falling 7.5 percent as a result of the Recession • In 2012 the business travel market continues to be dominated by a few major players – over two-thirds of global spending stems from the U.S., China and Western Europe, GBTA says. Spending on business travel is projected to hit $1.07 trillion this year, 4.6 percent growth over 2011.Source. Meetings Review. 24 July 2012.
  108. 108. Global Business Travel Association (GBTA) Research • GBTA expects spending to advance another 8.1 percent in 2013 as the economy works through its current doldrums. By 2016, GBTA projects total spending on business travel will hit $1.4 trillion, representing a compound annual growth of 7.7 percent. • However, the downside risks to the outlook for global business travel are abnormally high, hinging on the direction and severity of the crisis in the Euro- zone. • The GBTA BTI trends show stark differences from country to country. Germany and the U.S. have both experienced modest growth in business travel – 27 percent and 15 percent, respectively, since the GBTA BTI base year of 2005. Meanwhile, the emerging business travel market of India has more than doubled to 228 and China has more than tripled its 2005 value of 100 to 312.Source. Meetings Review. 24 July 2012.
  109. 109. Global Business Travel Association (GBTA) Research • These trends will persist through the end of the outlook’s horizon in 2016, when China’s GBTA BTI value will again double to 660. • Likewise, India’s current GBTA BTI value will more than double over the next five years to 482. The mature travel markets of Germany and the U.S. will see much more modest growth over the period – Germany’s GBTA BTI will grow another 24 percent to 158 and the GBTA BTI in the U.S. will grow another 18 percent to 135.Source. Meetings Review. 24 July 2012.
  110. 110. MICE Planner Trends 2013
  111. 111. MICE Planner Trends 2013 Top trends for US meeting planner’ needs and wants in 2013: 1. Location. For business meetings, properties should be easy to get to. That means flying into a major airport and minimal transfer time to a hotel. Meeting planners are looking to optimize meeting and social time and not spend them on transfers. Location is followed by rate, flexible space and amenities as concerns. 2. Sustainability. Meeting planners are ahead of leisure travellers when it comes to choosing green efforts. Forty-five percent of planners say eco- friendly practices are ‘somewhat important’ when choosing a venue, while an additional 18% say they’re ‘extremely important.’ 3. Healthy F&B. More than 78% of planners identified culinary offerings as an important part of their selection process. Less than 10% cited a ‘signature chef’ as part of that. Instead, planners call for food that focuses on health and nutrition (43%), as well as specialized dietary offerings (35%).Source: Meetings Net. 3 December 2012.
  112. 112. MICE Planner Trends 2013 5. Team Adventure – When asked about teambuilding trends, more than half (54%) indicated that adventure/active options were of the greatest interest. Teambuilding is starting to mirror leisure trend patterns. Planners are looking for a local, authentic experience. 5. Technology. Meeting planners are looking for brand reputation. Half check TripAdvisor and other social media reviews before deciding on a hotel or resort. They want to know what others are saying and how hotels are listening and talking back. More than 36% noted an increase in technology integration with meetings compared to a year ago, with strong indications that the trend will continue. Streaming media, web conferencing and on-site video production were the most common uses, with more than 25% of meetings relying on at least one.Source: Meetings Net. 3 December 2012.
  113. 113. 2013 MICE Trends Predictions – AMEX Research
  114. 114. 2013 Predictions – AMEX Research AMEX research indicated four expected trends in MICE in the US for 2013: 1. Budget Challenges Mean More Local Meetings – To maintain current levels of meetings activity in an environment where budgets are likely not growing in step with costs, many companies are transitioning from global to national or from national to regional locations for more meetings. Also, there is a trend of holding meetings in unique destinations such as restaurants or aquariums for potential additional savings. 2. Security and Stability Impacting Destination Choice – A continued emphasis on duty of care is translating to a focus on safety and security amidst potential political instability when planning a meeting in 2013. Suppliers indicated that this can sometimes be an advantage; for instance, some major hotel brands located in regions with political instability said they are often chosen based on the perception amongst meeting planners that they offer a more consistent, higher level of security.Source: AMEX. No date available (report launched late 2012).
  115. 115. 2013 Predictions – AMEX Research 3. Meetings Approvals Becoming More Challenging – A significant portion of meeting planners in all regions indicated that gaining approvals for their meetings is becoming at least slightly more difficult. In addition, there is an emerging trend of meetings budgets not being approved until companies latest financial data is available. This dynamic is putting even more pressure on already reduced lead times and can negatively impact hotel negotiations, potentially leading to higher costs. 4. Increasing Engagement Via Social Media – Meeting planners are responding to the expectations of todays meeting attendees by employing social media to increase the value of events throughout their lifecycle. Leading up to events, planners are using social media to connect with attendees and to connect attendees to one another so they can maximize their time at an event. During events, social media is being used to drive even deeper connections and more immersive education sessions, presentation Q&A and other activities. After events, social media is also being used to extend event communities and foster connections made during events.Source: AMEX. No date available (report launched late 2012).
  116. 116. 2013 Predictions- Meetings and Incentive Travel Magazine
  117. 117. 2013 Predictions- Meetings and Incentive Travel Magazine 1. The general economy will remain weak and organizational expenditures will be closely scrutinized by management, stakeholders and the public. – This means that M&E budgets will remain tight and most organizations will want to ensure that the money they spend will generate a reasonable return. – Planners who can demonstrate that their events achieve objectives – generate revenue, build loyalty, increase sales, provide needed education and motivation, and/or stimulate the organizational culture – will be most successful. 2. The public and shareholders will often see M&E expenditures as a frivolous spend (which will prompt governments and organizations to make politically correct decisions instead of wise investments). – Event planners will need to demonstrate that they have spent money wisely and that they were not influenced by personal gain, reward points or any other factor that might be seen as unethical.Source: Meetings and Incentive Travel. 10 January 2013.
  118. 118. 2013 Predictions- Meetings and Incentive Travel Magazine 3. The ranks of independent planners will continue to grow. – Since few companies have a corporate-wide policy governing the planning of events, decision-makers continue to turn to the cheapest providers of services (and this is often small companies or former corporate planners who were laid off during the recession and became independents). 4. Planner margins will continue to shrink. – Too many planners competing for projects; an inability to differentiate services except by price; and a lack of professional standards in our industry all combine to drive prices and margins down. 5. Event content will be increasingly important and suppliers who can demonstrate how their services help achieve real long-term results will succeed, while those who are perceived as “fluff” will struggle. – Planners must become content experts – know what is available and be able to articulate why the inclusion of a specific team-building exercise or speaker will help achieve the desired objectives.Source: Meetings and Incentive Travel. 10 January 2013.
  119. 119. 2013 Predictions- Meetings and Incentive Travel Magazine 6. Price increases for transportation and at venues will promote more regional events and fewer large gatherings. 7. Networking will remain important both for planners and suppliers. – If your reputation is on the line for every event you work on, then you are going to turn to the people you know and trust. 8. Technology will continue to drive change in our industry – hybrid events, online events, on-demand events and virtual meetings will continue to supplement or replace traditional gatherings.Source: Meetings and Incentive Travel. 10 January 2013.
  120. 120. Carlson Wagonlit Travel (CWT)Business Travel Trends Forecast market-trends-2013.jpg
  121. 121. Carlson Wagonlit Travel (CWT) Business Travel Trends Forecast Successful Meeting Magazine picked the top forecasts from CWT’s ABC of 2013 forecast: • Hybrid meetings on the up, as companies continue to focus on cutting and controlling costs in 2013 • Online reviews: Hotel reviews by corporate travellers will improve the travel experience and boost negotiations with hoteliers. While one in three business travellers already post reviews online of properties they stay at, social reviews will hold more sway in the business travel program with the adoption of new corporate review sites." • Gamification: Game techniques will become more popular as a way to reinforce compliance with the travel programSource: Successful Meeting Magazine. 30 November 2012.,-CWT-Reports/
  122. 122. Carlson Wagonlit Travel (CWT) Business Travel Trends Forecast • Virtual customer service: New virtual agents or avatars provided by airlines, airports and TMCs will assist travellers with booking, check- in and other questions • Social media: Social media strategies will be implemented by almost two thirds of global travel managers as a key action to improve traveller experience • Apps: Technology will be the travellers best friend, with mobile/WiFi connectivity and a growing range of business travel apps making travel smoother and more productiveSource: Successful Meeting Magazine. 30 November 2012.,-CWT-Reports/
  123. 123. 2013 MICE TechnologyPredictions from Corbin Ball
  124. 124. 2013 Tech Predictions from Corbin Ball Meetings technology will continue to get cheaper and easier to use. • This trend in software programming is driven by continued advances in web services and open-source technology. This makes it easier, cheaper and faster to create, distribute and use technology to help in meeting planning. There are hundreds of free, freemium, low cost, and do-it-yourself (DIY) options providing lower costs and more flexibility for planners. Examples include ContantContact’s new Online Event Registration starting at $20/month, a small fraction of typical online registration costs. • Guidebook offers a free meeting DIY mobile guide app with up to 500 downloads per event. Google Hangouts On Air offers free multipoint video conferencing, steaming and recording. Joomla provides free web site building and content management tools with over 9,000 plugins. …just to name a few! These forces are also driving mobile app development with hundreds of thousands for free or very low cost app available; many of them of great help to meeting professionals.Source: Corbin Ball. No date.
  125. 125. 2013 Tech Predictions from Corbin Ball IPads and tablets will make paperless conference binder a reality. • The days of finding the event planner by looking for the person carrying the thick 3-ring binder full of paper are rapidly drawing to a close. Meeting planners are trading their heavy paper “conference bibles” for svelte iPads and other tablets. These light, portable, instant-on, GPS-capable devices with large, high-resolution screens and with a host of free and very low cost apps make accessing and editing conference-related documents possible. See The Paperless Conference Binder – Using Tablet Computers and iPads at Events for more detail including a listing of many of these apps.Source: Corbin Ball. No date.
  126. 126. 2013 Tech Predictions from Corbin Ball Paper will not be needed for conference attendees. • Paper event programs and exhibition guides go out of date almost the minute they are printed. • Mobile event guide apps are light, searchable, updatable, and interactive providing a much richer event experience for attendees. • There are a host of options to improve the attendee experience including fully searchable conference agendas, full exhibition information, interactive exhibition/venue floor plans/maps, networking, social media integration, group or sub-group alerts, polling, surveys, wayfidning, GPS and local area information. • Treasure hunts/gaming, CEU tracking, ticketing, event access control, appointment making, personalized agenda making, and business card exchange just to name a few. There are sponsorship advertising opportunities to offset the costs and most come with very valuable event analytics to see what, when, and where attendees are interested.Source: Corbin Ball. No date.
  127. 127. 2013 Tech Predictions from Corbin Ball • There are a number of models including free/freemium (Guidebook, Leebug), venue-provided (SwiftMobile), HTML5 web apps (EventMobi, Zonear), HTML5 web app integrated with registration companies (eTouches, Ungerboeck Mobile, Certain Mobile) • More information about things to consider when building an event app is at Birth of a Tradeshow App, • The elimination of paper course notes at many events has reduced audience learning and retention. Fortunately, there are apps and services filling this gap. EventPilot provides the ability in its app for attendees to view, take notes, and save presentation slides, posters, and other documents. NiceMeeting, MyThoughts and others set up local Wi-Fi servers to deliver the presentation slides to attendee iPads and other tablets. These presentation management tools also add polling and Q&A capabilities as well. They engage the audience, increase audience retention, while eliminating the need for paper as well.Source: Corbin Ball. No date.
  128. 128. 2013 Tech Predictions from Corbin Ball Meeting planners with will use mobile apps to help with hotel site inspections. • On the broad view, destinations, hotels and convention centres are building apps to sell and engage meeting planners, attendees and visitors before they ever come. Three outstanding iPad examples are: Tourism Vancouver, the Heathman Hotel, and the Boston Convention and Exhibition Center. • All three are nicely designed, interactive, GPS-enabled with rich mapping, and provide a much richer and intimate experience than a paper brochure or a web site. Expect to see applications similar to these become the norm for all meeting venues and destinations.Source: Corbin Ball. No date.
  129. 129. 2013 Tech Predictions from Corbin Ball Tiered free Wi-Fi will become available in many convention centers and hotels. • The explosive use of mobile devices for attendees, meetings planners and exhibitors is making access to Wi-Fi at events a necessity, not an option. More than 60% of Twitter and Facebook postings are mobile. Onsite gaming, networking, messaging, polling, survey and lead exchange apps requiring internet access are becoming common place.Source: Corbin Ball. No date.
  130. 130. 2013 Tech Predictions from Corbin Ball Event Wi-Fi problems will get worse before getting better. • This demand for Wi-Fi at events is growing by high double-digit numbers each year. Tablet computers, on average, use 400% more bandwidth than other mobile devices and are becoming the fasted adopted technology hardware ever. • The recent Dreamforce Conference 2012 in San Francisco had over 10,000 simultaneous Wi-Fi users. The London Olympics logged more than 1 million Wi-Fi accesses on the BT network during the games. • The good news is that the technology exists to provide very high density delivery of Wi-Fi. Xirrus provides Wi-Fi arrays that can handle up to 1,792 simultaneous users from a single access point. The bad news is that the equipment and bandwidth is expensive and many meeting venues are lagging far behind in the ability supply the increasing tsunami of demand.Source: Corbin Ball. No date.
  131. 131. 2013 Tech Predictions from Corbin Ball New indoor positioning options will provide better event and exhibition indoor way finding and mapping. • Standard GPS does not work indoors. Standard Wi-Fi triangulation only gets to about a 90 foot (27 meters) accuracy -- not good enough for precise tracking though an exhibit hall, venue or for person-to-person finding at an event. • Google Maps released its indoor mapping API last November. As of last July 2012, more than 10,000 indoor maps are available including airports, museums, shopping centers, and hotels. • Companies such as Wifarer are using similar Wi-Fi fingerprinting technology that works quite accurately in some situations. • IndoorAtlas recently announced an indoor positioning system using the earth’s magnetic waves (similar to how birds find their way).Source: Corbin Ball. No date.
  132. 132. 2013 Tech Predictions from Corbin Ball • Sherpa has recently launched WaveLocator, a novel indoor positioning system using ultrasound. Combined with ActivTouch, their app, the microphone of the users smartphone receives specific codes used to help attendees to quickly identify their current location in the venue and map routes. Users can also locate their friends and business acquaintances. A hall can be set up and mapped in just a few hours using Sherpas tiny, battery-powered ultrasonic transmitters that can unobtrusively be attached to pipe/drape or signage. • Society in general has come to rely on GPS for finding our way in cars. There is a natural demand to bring this technology indoors to venues of all types including event facilities. These multiple paths mentioned point to this becoming a significant event trend to watch.Source: Corbin Ball. No date.
  133. 133. 2013 Tech Predictions from Corbin Ball Internet video will see unprecedented growth for event marketing, communication and audience engagement. • Internet video has great opportunities for used for events. Videos can engage viewers, can increase retention of content, are accessible via many devices, and can be easily shared via social media channels. Videos can improve search engine rankings and video email marketing has fully trackable and higher click-through rates compared to traditional marketing methods. The costs to produce and distribute video from point of inception to delivery have reduced dramatically. • The development of BOBtv from bXb Online, a global online event platform designed specifically for events and associations supports this trend. It is a standardized way of making event video content available to remote attendees either live or on-demand and is the winner of this year’s EIBTM Technology Watch for meetings technology innovation. BobTV, or similar technology, has the ability to become the moderated “YouTube” channel for event communication.Source: Corbin Ball. No date.
  134. 134. 2013 Tech Predictions from Corbin Ball Hybrid events will continue to grow spurred by an increasing variety of low cost distribution options. • HD video cameras are common in smart phones. Multipoint HD video communication is available free through Skype and Google+ Hangouts. Hangouts On Air provides free video streaming and recording services. YouTube provides free a free video storage and distribution channel. AnyMeeting provides WebEx-like video, desktop and slide sharing with recording, survey tools, ticketing and other bells and whistles for free for up to 200 attendees in its ad-supported version. The paid versions are quite inexpensive as well.Source: Corbin Ball. No date.
  135. 135. 2013 Tech Predictions from Corbin Ball Consolidation and acquisition of meetings technology vendors will continue. Significant events technology acquisitions occurred this year: • Active Network acquired StarCite. Previously, Active Network acquired RegOnline and WingateWeb in 2008. StarCite previously acquired pioneering events tech companies: b-there, RegWeb and Onvantage (a merger of SeeUThere and PlanSoft in 2004). These acquisitions represent some of the biggest and pioneering names in meetings technology. • Cvent acquired CrowdCompass and Seed Labs (now CrowdTorch). This significant move by a major registration into the mobile space will likely continue. Cvent, having received $136 million in investment funding, more acquisitions are likely to continue.Source: Corbin Ball. No date.
  136. 136. 2013 Tech Predictions from Corbin Ball • These acquisitions point to a trend by larger event technology companies to expand their offerings to move to a beginning-to-end solution in an integrated platform. It is natural for a registration company, for example, to incorporate mobile apps, using the same attendee/speaker and session data. Buying rather building the technology is often the fastest was of accomplishing this task. An integrated platform makes it simpler for the meeting planner (buying from one technology provider instead of many) and for the attendees with integrated technology solutions before, during and after the event. Expect to see this more event technology acquisitions in 2013.Source: Corbin Ball. No date.
  137. 137. 2013 Tech Predictions from Corbin Ball Event gamification will increase attendee engagement and drive behaviour. • Gamification makes a game out of traditionally non-game activities such as an event. Games can be used to engage attendees in a variety of methods including: – achievement badges – achievement levels – leader boards – a progress bar or other visual meter to indicate how close people are to completing a task a company is trying to encourage, such as completing a social networking profile or earning a frequent shopper loyalty award – virtual currency systems for awarding, redeeming, trading, gifting, and otherwise exchanging points – scavenger hunts – challenges between usersSource: Corbin Ball. No date.
  138. 138. 2013 Tech Predictions from Corbin Ball • According to Bunchball, “People have fundamental needs and desires – for reward, status, achievement, self-expression, competition, and altruism among others. These needs are universal, and cross generations, demographics, cultures and genders.” • Mobile technology opens up a wide range to gamification options for events. Here are some examples: PollEverywhere’s MIT $100K completion award • Cisco’s efforts to engage virtual attendees • SCVNGR challenges and scavenger hunts for events • EventMobi’s GamifyApp for events • BoothTag • GoGames Convention Games • • With the advent of multiple inexpensive mobile gaming tools, expect to see significant increases in usage for eventsSource: Corbin Ball. No date.
  139. 139. 2013 Tech Predictions from Corbin Ball Social media will continue to integrate in the meeting planning process to engage attendees with new products continuing to emerge. • Social media has become widely used for many events. Twitter event hashtags are common and many companies and associations are using Facebook and LinkedIn Pages to promote events. Polling and Q&A can be managed via Twitter. Some registration companies such as Amiando and EventBrite can use Facebook to sell event tickets. • The ability to use social media to enhance networking at an event holds very significant potential. Meetings were the original social media, and these social tools have the potential to work very well for events and exhibitions. Expect to see increasing use of mobile social media apps specialized for events including Bizzabo, Shhmooze, Qrious, and PeopleHunt. Finding the right contacts at an event can greatly improve the value – mobile social media tools can help in this processSource: Corbin Ball. No date.
  140. 140. 2013 Tech Predictions from Corbin Ball Despite the increased use of virtual meetings technology, face-to-face meetings and tradeshows will remain viable (a repeat from previous year’s predictions). • Virtual meeting and webinar usage is up. However, meetings and tradeshows continue to provide very good value for your education, networking, and sales budgets. Events offer unparalleled opportunities to bring buyers and seller together, to build relationships, to brainstorm, to network. • Although webinars are good for short information exchange, meetings offer a much richer learning experience. • There is no such thing as a “virtual beer!”Source: Corbin Ball. No date.
  141. 141. MPI: Future Technologies ResearchMPI reports the following headline findings and advice from the Leeds Metropolitan University team that carried out research for the MPI Whitepaper on the future of Meetings technology:• Mobile devices in conjunction with social networks will empower delegates and communities. Channel this energy for the benefit of your events.• Virtual meetings will slowly become more widespread. Think about innovations in handling meeting information and delegate participation.• Invest in staff to keep ahead of technology advances. Determine who will own social media channels and stay in contact with experts. Increase awareness of any technology that may become disruptive.• Realise the worth of good, motivated technical staff. Any lessons learned from past technology investments, successes or failures, will make them better equipped for the next challenge.• Don’t bind yourself to vendor-specific technologies, because they may soon become obsolete. Instead, rely on open standards, which are more future-proof than proprietary concepts.• Be prepared to take risks and equip yourself to make fast decisions. Sometimes these won’t work out; allow for mistakes and learn from them.• Don’t forget about the Cloud; it gives you flexibility and reduces risk.
  142. 142. 2013 MICE Trends by Jeff Hurt
  143. 143. 2013 MICE Trends by Jeff Hurt Jeff Hurt’s top 5 trends for conferences in 2013: 1. The Participation Economy • From passive information consumption to actively contributing, discussing, creating and participating. • Conference attendees don’t want to spend $1,500 – $2,000 to attend your event and then sit passively for four to six hours a day. It goes against what they normally do. Instead, they want to participate. They want to engage with others about the content that is being shared or about the needs they face. Conferences have to move away from being just an information channel providing data, facts and figures to consume. Instead they should move to becoming a social channel engaging the audience in discussion about that application of that content. • Check out your current conference schedule. How much of it is passive, consumption of information presented from a stage? If you want attendee loyalty, you’ll want to ensure that a large portion of the conference schedule allows for networking and participation.Source: Velvet Chainsaw by Jeff Hurt. 2 January 2013.
  144. 144. 2013 MICE Trends by Jeff Hurt 2. Social Sharing • Social sharing is the broadcasting of our thoughts and activities. Regardless of what you think, it is not a fad. It is a sociological phenomenon that continues to occur at a rapid pace. This macro trend is affecting conferences and events. • Conference attendees will continue to share what they are doing at your event and who they are doing it with. Some will share content. Some will challenge what they hear from the stage. If your event is bland, little social sharing will occur and this actually reflects a poor conference experience.Source: Velvet Chainsaw by Jeff Hurt. 2 January 2013.
  145. 145. 2013 MICE Trends by Jeff Hurt 3. The Content Economy • Content could become your conference’s most valuable asset. You can no longer afford to only have your compelling content released during your conference. You need to be creating useful, fresh content to attract people to attend your event and to keep them coming back to your site after your event. • Just putting up a conference website is no longer enough. Search engine algorithms are good enough now that the most compelling content dominates search results. If you want to dominate search results for your conference, your conference website must have a continual stream of fresh, new influential content. And you have to figure out how to repurpose content from the conference to use after the event.Source: Velvet Chainsaw by Jeff Hurt. 2 January 2013.
  146. 146. 2013 MICE Trends by Jeff Hurt 4. The Smobile Web • Social + Mobile = Smobile. Social and mobile are becoming more dependent upon each other. A smobile web means that your attendees expect the conference experience to be digitized for mobile and sharing. Instagram and NFC (near field communication technology) are two examples of experiences prepared for the smobile web.Source: Velvet Chainsaw by Jeff Hurt. 2 January 2013.