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The Future of the Meetings Industry

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Gain an insider perspective on recent groundbreaking meetings industry research conducted by Destination Analysts in conjunction with Destinations International (formally DMAI) and Miles Partnership. This webinar will take an in-depth look at the challenges planners have identified and how a destination organization fits into the process.

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The Future of the Meetings Industry

  1. 1. Our Panelist Erin Francis-Cummings President & CEO Destination Analysts Randi Rogers Account Director Miles Partnership
  2. 2. Our Webinar Road Map Challenges of the new reality of meetings How meeting planners, hotels and destination organizations best work together to meet these challenges The utilization gap of CVB service offerings to support meeting and events
  3. 3. Research Partners
  4. 4. The CVB and the Future of the Meetings Industry
  5. 5. The Research • Survey and in-depth interviews of CVB meetings professionals • In-depth interviews of meeting planners • Survey of meeting planners 569 completed surveys Survey of meeting planners
  6. 6. Meeting Planner Profiles
  7. 7. Decision-Making Responsibility Which best describes your role in selecting the destination for the meetings planned by you and/or your organization? Base: 569 completed surveys. 8.8% 11.4% 25.5% 43.2% 11.1% 0% 20% 40% 60% 80% I have no part in the destination decision I share the decision making responsibility with others in my organization and with our clients/board of directors. I share the decision making responsibility with my clients/board of directors I share the decision making responsibility with others in my organization I am the sole decision maker 1.1% 4.6% 4.9% 4.9% 26.5% 58.0% 0% 20% 40% 60% 80% I am not regularly involved in the planning of meetings and/or events I work for an association management company I am a volunteer planner for my organization/group Others in my organization are meeting planners, but I am involved in the planning decisions I am a third-party meeting and events planner I plan meetings exclusively for the business entity by which I am employed
  8. 8. 1.8% 2.8% 5.6% 7.9% 8.3% 9.1% 9.7% 10.7% 10.9% 12.7% 15.6% 23.6% 23.9% 40.9% 48.2% 0% 20% 40% 60% NONE OF THE ABOVE Military reunions Fraternal organizations Ethnic/Multicultural groups or associations School groups Family reunions Sports groups or organizations Religious organizations Hobby—Social organizations Government International Association Non-profit—Charity State or Local Association National or Regional Association Corporate—Private sector businesses Type of Meetings Business Which types of groups do you most typically plan meetings for? Base: 569 Completed Surveys 8.3% 10.2% 13.7% 15.1% 17.6% 17.8% 18.6% 19.2% 22.0% 22.3% 28.5% 46.2% 0% 10% 20% 30% 40% 50% Agriculture Telecommunications Insurance Pharmaceutical Science/Engineering Advertising/Marketing Food & Beverage Manufacturing Software/Technology Financial Medical Education
  9. 9. Typical Meetings Sizes & Room Blocks How large are the meetings you typically plan (in peak room nights? Base: 569 Completed Surveys 64.5% 46.9% 34.3% 20.9% 11.6% 6.2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 1-100 Peak Room Nights 101-250 Peak Room Nights 251-500 Peak Room Nights 510-1000 Peak Room Nights 1001-2000 Peak Room Nights More than 2000 Peak Room Nights 24.3% 11.1% 8.8% 15.3% 17.8% 22.8% 0% 5% 10% 15% 20% 25% 30% 0-50% 51-60% 61-70% 71-80% 81-90% 91-100% Room Block as Percent of Total Attendance
  10. 10. Measuring the Success of Meetings and Events
  11. 11. Meeting Success Metrics Please think about how you most typically evaluate the success of the meetings or events you plan. Which of the following do you generally consider MOST IMPORTANT in measuring the success of a meeting or event? RANK THE TOP FIVE? Base: 569 Completed Surveys 0.4% 0.4% 0.4% 2.8% 5.1% 3.2% 4.2% 5.3% 6.9% 6.2% 9.5% 10.7% 10.9% 11.4% 22.5% 1.4% 1.1% 3.2% 2.5% 1.6% 2.8% 3.9% 4.7% 18.1% 19.3% 24.6% 15.8% 0% 10% 20% 30% 40% Other Social media engagement and mentions Media/trade/press coverage on event Sponsor/exhibitor satisfaction Number of sponsorships/exhibitors Profit margin Sold out room block Sponsorships/exhibitors revenues Cost savings negotiated Attendee registration revenues Staying within budget Achieving meeting goals Client satisfaction Number of attendee registrations Attendee satisfaction #2 #1 ( ( 0 . 4 % , 0 . 0 % ) Top 5 Overall Attendee satisfaction (38.3%) Attendee registrations( (36.0%) Client satisfaction (30.2%) Achieving meeting goals (28.8%) Staying within budget (14.2%) 1 2 3 4 5
  12. 12. Meeting Success Metrics Please think about how you most typically evaluate the success of the meetings or events you plan. Which of the following do you generally consider MOST IMPORTANT in measuring the success of a meeting or event? RANK THE TOP FIVE? Base: 569 Completed Surveys Corporate Planners Third-Party Planners Attendee satisfaction (40.8%) Achieving meeting goals (40.0%) Client Satisfaction (36.0%) Attendee registrations (#) (25.6%) Staying within budget (19.2%) 1 2 3 4 5 Client satisfaction (54.3%) Attendee satisfaction (29.1%) Attendee registrations (#) (24.5%) Achieving meeting goals (23.2%) Cost savings negotiated (14.6%) 1 2 3 4 5
  13. 13. Meeting Success Metrics Please think about how you most typically evaluate the success of the meetings or events you plan. Which of the following do you generally consider MOST IMPORTANT in measuring the success of a meeting or event? RANK THE TOP FIVE? Base: 569 Completed Surveys SMERF PlannersAssociation Planners Attendee satisfaction (43.0%) Attendee registrations (#) (40.5%) Achieving meeting goals (30.4%) Client satisfaction (29.1%) Staying within budget (12.7%) 1 2 3 4 5 Attendee registrations (#) (50.3%) Attendee satisfaction (41.5%) Achieving meeting goals (25.9%) Client satisfaction (13.6%) Attendee registrations ($) (12.2%) 1 2 3 4 5
  14. 14. Importance of Destination Attributes In general, how important are each of the following in determining the destination in which you hold your meetings? Base: 569 Completed Surveys 7.4% 10.2% 29.5% 24.1% 31.5% 29.7% 32.7% 35.9% 34.8% 40.8% 41.8% 40.1% 41.3% 48.3% 40.8% 41.5% 41.5% 35.1% 34.8% 36.4% 39.9% 39.0% 3.5% 10.2% 6.3% 14.9% 9.8% 11.8% 8.8% 11.8% 18.1% 16.2% 22.8% 29.0% 27.9% 24.3% 36.2% 35.9% 40.4% 53.1% 54.3% 52.7% 49.4% 52.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sports venues/sporting event facilities Contains a convention center Popularity of destination with exhibitors Ease of working with unions Relaxing ambiance Service provided by CVB/DMO Street scene/vibe Incentives Availability of 4 and/or 5 star hotels Weather Walkability Client preference Airport facilities and lift Destination amenities (restaurants, entertainment, etc.) Popularity of destination with attendees Good past experience with destination Safety Overall cost of holding meeting in destination Hotels – rates Meeting facilities Hotels – quality Geographic location High Importance Extremely High Importance Geographic location Hotels - quality Meetings facilities Hotels - rates Overall cost 1 2 3 4 5 Top 5 Overall
  15. 15. Importance of Destination Attributes In general, how important are each of the following in determining the destination in which you hold your meetings? Base: 569 Completed Surveys Corporate Planners Geographic location (94.4%) Hotels – quality (92.8%) Meetings facilities (90.4%) Hotels – rates (87.2%) Overall cost (87.2%) 1 2 3 4 5 Geographic location (92.5%) Hotels – rates (92.5%) Meetings facilities (92.5%) Hotels – quality (91.2%) Overall cost (90.5%) 1 2 3 4 5 Geographic location (91.1%) Meetings facilities (86.1%) Overall cost (86.1%) Hotels – quality (84.8%) Hotels – rates (84.8%) 1 2 3 4 5 Association Planners SMERF Planners
  16. 16. Trends Walkable Access to Restaurants and Things to Do Healthy, Diverse Food Choices Health and Wellness Activities Interactive Programming
  17. 17. Challenges
  18. 18. Top Meeting Planner Challenges Now please think about the top challenges you commonly face in planning and executing a successful meeting. Please rank your top five challenges by clicking on a response option on the left and dragging it over to the appropriate space on the right. Base: 569 Completed Surveys Budget and Negotiating Cost Savings are #1 and #2 across all planner types 5.3% 5.8% 8.1% 6.7% 8.8% 11.2% 11.8% 18.6% 16.2% 3.5% 4.2% 5.6% 9.3% 12.0% 10.2% 11.1% 15.5% 22.0% 0% 10% 20% 30% 40% Other Airlift Sponsor/exhibitor satisfaction Accomplishing meeting goals Client satisfaction Profit Identifying a centrally located destination Attrition Attendee satisfaction Negotiating cost savings Staying within budget Ranked #2 Ranked #1 (3.5%, 3.9%) (0.7%, 2.8%)
  19. 19. Reasons for Passing on a Considered Destination Please think about the destinations you seriously considered but did not select for meetings that you planned in the past 2 years. Which of the following were reasons that a destination you considered was not selected for a meeting? Base: 569 Completed Surveys 4.0% 3.7% 5.8% 6.3% 7.2% 7.9% 14.2% 14.4% 16.5% 18.1% 18.1% 20.4% 21.6% 25.3% 27.4% 32.3% 34.6% 35.9% 36.6% 40.2% 40.9% 56.8% 59.6% 0% 20% 40% 60% 80% NONE OF THE ABOVE Limited services provided by CVB Street scene/vibe Lack of a convention center No incentives (offered by CVB) Low popularity of destination with exhibitors Challenges of working with unions Limited availability of 4/5 star hotels Safety Weather Destination ambiance Limited destination amenities Poor past experience with destination Limited walkability in the destination Low popularity of destination with attendees Quality of hotels Client preference Limited airport facilities and lift Quality of meeting facilities Distance/geographic location Availability of meeting facilities Overall cost of holding meeting in destination Expensive hotel rates Expensive hotel rates (59.6%) Overall cost in destination (56.8%) Availability of meetings facilities (40.9%) Distance / geographic location (40.2%) Quality of meetings facilities (36.6%) 1 2 3 4 5 Top 5 Overall
  20. 20. Reasons for Passing on a Considered Destination Please think about the destinations you seriously considered but did not select for meetings that you planned in the past 2 years. Which of the following were reasons that a destination you considered was not selected for a meeting? Base: 569 Completed Surveys Corporate Planners Third-Party Planners Expensive hotel rates (50.4%) Overall cost in destination (48.8%) Distance / geographic location (43.2%) Quality of hotels (40.0%) Limited airport facilities and lift (37.6%) 1 2 3 4 5 Expensive hotel rates (65.6%) Overall cost in destination (60.3%) Client preference (57.0%) Limited airport facilities and lift (42.4%) Distance / geographic location (39.7%) 1 2 3 4 5
  21. 21. Reasons for Passing on a Considered Destination Please think about the destinations you seriously considered but did not select for meetings that you planned in the past 2 years. Which of the following were reasons that a destination you considered was not selected for a meeting? Base: 569 Completed Surveys Association Planners SMERF Planners Expensive hotel rates (65.3%) Overall cost in destination (61.9%) Availability of meetings facilities (48.3%) Quality of meetings facilities (39.5%) Distance / geographic location (37.4%) 1 2 3 4 5 Overall cost in destination (57.0%) Expensive hotel rates (51.9%) Availability of meetings facilities (40.5%) Distance / geographic location (39.2%) Quality of meetings facilities (39.2%) 1 2 3 4 5
  22. 22. Looking Ahead
  23. 23. Thinking about the future of the meetings industry, in the next 3 years, how do you expect the following factors related to the meetings industry to change (if at all)? Base: 569 Completed Surveys Expected Changes in Meetings Industry (Next 5 Years) 31.5% 33.4% 34.1% 3.2% 6.0% 6.2%
  24. 24. Expected Impact of Mergers & Acquisitions (OPEN-ENDED QUESTION) How do you expect to be impacted by the recent and potential future mergers and acquisitions such as Marriott/Starwood, Fairmont/Sofitel, etc.? Please share your thoughts below. Base: 569 Completed Surveys 0.6% 1.2% 1.5% 3.7% 5.6% 7.1% 7.7% 8.7% 11.1% 17.3% 18.6% 38.1% 0% 10% 20% 30% 40% 50% Other Increased bargaining power Better pricing for meetings Issues related to reward points Uncertain - Too early to tell Possible help (general, service improvements) Small or minimal impact More choices (option, dates and rates) Poorer customer service Increased rates - costs No impact Weaker bargaining position “Less ability to negotiate and get acceptable concessions.” A typical response…
  25. 25. The Meeting Planner and the CVB
  26. 26. Familiarity with CVBs How familiar are you with Convention & Visitors Bureaus (CVBs) and Destination Marketing Organizations (DMOs)? Base: 569 Completed Surveys 1.1% 3.3% 3.0% 14.1% 31.8% 46.7% 0% 10% 20% 30% 40% 50% 60% Totally unfamiliar Unfamiliar Somewhat unfamiliar Somewhat familiar Familiar Very Familiar % Very Familiar
  27. 27. CVBs Used (Past 12 Months) How many different CVBs/DMOs have you contacted for any assistance planning your meetings or events in the PAST 12 MONTHS? Base: 569 Completed Surveys 16.7% 14.6% 15.5% 15.3% 8.1% 29.9% 0% 10% 20% 30% 40% Zero 1 2 3 4 5 or more Mean = 5.5 Mean Scores by Type 4.9 Association Planners 4.4 SMERF Planners 2.9 Corporate Planners
  28. 28. Destination Research Practices In general, which of the following resources do you regularly access when researching destinations in which to hold meetings or events? Base: 569 Completed Surveys 1.4% 1.4% 1.6% 3.5% 5.3% 9.8% 10.9% 14.6% 14.9% 17.0% 18.1% 24.8% 28.8% 32.9% 40.4% 42.9% 44.1% 47.6% 49.2% 55.2% 58.5% 0% 20% 40% 60% 80% NONE OF THESE STARCITE STAR Service Online EmpowerMINT Other third party event management software Printed official visitor guides Trade websites (MPIWeb.org, etc.) Social media websites Travel magazines and/or travel magazine websites Third party independent planning companies Trade magazines or other trade publications Meeting Planner Guide published by DMO CVENT Hotel local sales office Hotel corporate sales office General Internet search CVB/DMO Website CVB/DMO hosted event(s) (including FAM tours) Contact at the CVB/DMO Word of mouth (colleagues or other planners) My experience planning in various cities My experience planning (58.5%) Word of mouth (55.2%) Contacts at the CVB/DMO (49.2%) CVB/DMO hosted event(s) (47.6%) CVB/DMO website (44.1%) 1 2 3 4 5 Top 5 Overall
  29. 29. How Do They Describe CVBs? (OPEN-ENDED QUESTION) How would you describe the general purpose of these Convention & Visitors Bureaus/Destination Marketing Organizations? Base: 569 Completed Surveys 0.2% 1.3% 1.7% 2.6% 6.3% 10.3% 16.6% 27.6% 31.3% 34.3% 40.1% 0% 10% 20% 30% 40% 50% Crisis management Other Incentives Brand managers, ambassadors Promotes membership/local businesses Assist meeting planners (event promotion, onsite needs) Assist meeting planners (RFP distribution, liason with hotels/businesses) Assist meeting planners (planning information, site visits, etc.) Destination promotion (meetings) Destination promotion (General) Destination experts - destination information
  30. 30. The CVB is the Destination Expert Please state your general level of agreement with each of the following statements. Base: 569 Completed Surveys Strongly Agree, 46.4% Agree, 34.6% Neutral, 13.9% Disagree, 1.4% Strongly Disagree, 0.7% Don't know/Not applicable, 3.0% The CVB is the most expert resource on their destination.
  31. 31. Description of CVBs as a Meetings Resource More specifically, how would you describe the CVB/DMOs role in the meetings process? Please provide your description of how and when these organizations affect the meeting planning process. Base: 569 Completed Surveys 1.2% 1.0% 1.0% 3.1% 3.9% 5.3% 5.8% 7.0% 7.0% 8.9% 9.6% 12.3% 12.8% 12.8% 18.1% 39.8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Other Offsite events (info, coordinate and help plan) Help with room blocks Connections with vendors/service providers Help with onsite issues (collateral, vendors, transport, etc.) Start to finish partners Provide or facilitate incentives General planning information Initial contact in a city Sell the city as a place to meet Provide or facilitate incentives Provides support - saves time and money Local connections - Liason with local stakeholders Distribute RFPS Site visits - hotel selection help Destination expertise - One stop shop
  32. 32. 1.6% 0.4% 1.4% 2.3% 2.5% 6.0% 7.9% 12.8% 17.9% 14.8% 32.5% 0% 10% 20% 30% 40% 0 - Zero importance 1 2 3 4 5 6 7 8 9 10 - Critically important Importance of CVB Services to Meeting (Destinations where planner has NO PAST EXPERIENCE) Thinking about destinations in which you have no prior planning experience, how important are DMOs/CVBs services to you? Base: 569 Completed Surveys 5.6% Zero - 3 78.0% 7 to 10
  33. 33. 4.0% 2.6% 3.2% 3.5% 6.5% 14.1% 13.2% 14.4% 16.2% 7.6% 14.8% 0% 10% 20% 30% 40% 0 - Zero importance 1 2 3 4 5 6 7 8 9 10 - Critically important No past experience 13.4% Zero - 3 52.9% 7 to 10 Importance of CVB Services to Meeting (Planner HAS PAST EXPERIENCE in the destination) Thinking about destinations in which you have past experience planning meetings or events, how important are DMOs/CVBs services to you? Base: 569 Completed Surveys
  34. 34. Awareness of CVB Resources & Services Which of the following services were you aware that CVBs/DMOs provide meeting planners? (Select all that apply) Base: 569 Completed Surveys 37.8% 38.5% 43.4% 45.0% 47.1% 50.8% 54.7% 54.8% 55.2% 56.6% 58.7% 59.4% 63.4% 69.4% 70.3% 72.6% 74.2% 75.0% 78.9% 82.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pre/Post itinerary content Attendance building tools Connection to market-specific resources (e.g., local experts) Assistance in working with local government Online meetings-related vendor directory Housing services Welcome signage for attendees Attendee discount programs (in local businesses) Incentive packages to hold your meeting/event in destination Printed meeting planner guide Advice/recommendations for vendor selection Personalized venue selection assistance Personalized hotel selection assistance Convention calendar Dedicated destination experts on staff RFP distribution Comprehensive hotel directory/meetings space info Digital marketing materials Local events calendar Printed destination guidebooks for attendees
  35. 35. Awareness of CVB Resources & Services Which of the following services were you aware that CVBs/DMOs provide meeting planners? (Select all that apply) Base: 569 Completed Surveys 37.8% 38.5% 43.4% 45.0% 47.1% 50.8% 54.7% 54.8% 55.2% 56.6% 58.7% 59.4% 63.4% 69.4% 70.3% 72.6% 74.2% 75.0% 78.9% 82.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pre/Post itinerary content Attendance building tools Connection to market-specific resources (e.g., local experts) Assistance in working with local government Online meetings-related vendor directory Housing services Welcome signage for attendees Attendee discount programs (in local businesses) Incentive packages to hold your meeting/event in destination Printed meeting planner guide Advice/recommendations for vendor selection Personalized venue selection assistance Personalized hotel selection assistance Convention calendar Dedicated destination experts on staff RFP distribution Comprehensive hotel directory/meetings space info Digital marketing materials Local events calendar Printed destination guidebooks for attendees
  36. 36. Awareness of CVB Resources & Services Which of the following services were you aware that CVBs/DMOs provide meeting planners? (Select all that apply) Base: 569 Completed Surveys 37.8% 38.5% 43.4% 45.0% 47.1% 50.8% 54.7% 54.8% 55.2% 56.6% 58.7% 59.4% 63.4% 69.4% 70.3% 72.6% 74.2% 75.0% 78.9% 82.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pre/Post itinerary content Attendance building tools Connection to market-specific resources (e.g., local experts) Assistance in working with local government Online meetings-related vendor directory Housing services Welcome signage for attendees Attendee discount programs (in local businesses) Incentive packages to hold your meeting/event in destination Printed meeting planner guide Advice/recommendations for vendor selection Personalized venue selection assistance Personalized hotel selection assistance Convention calendar Dedicated destination experts on staff RFP distribution Comprehensive hotel directory/meetings space info Digital marketing materials Local events calendar Printed destination guidebooks for attendees
  37. 37. Awareness of CVB Resources & Services Which of the following services were you aware that CVBs/DMOs provide meeting planners? (Select all that apply) Base: 569 Completed Surveys 37.8% 38.5% 43.4% 45.0% 47.1% 50.8% 54.7% 54.8% 55.2% 56.6% 58.7% 59.4% 63.4% 69.4% 70.3% 72.6% 74.2% 75.0% 78.9% 82.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pre/Post itinerary content Attendance building tools Connection to market-specific resources (e.g., local experts) Assistance in working with local government Online meetings-related vendor directory Housing services Welcome signage for attendees Attendee discount programs (in local businesses) Incentive packages to hold your meeting/event in destination Printed meeting planner guide Advice/recommendations for vendor selection Personalized venue selection assistance Personalized hotel selection assistance Convention calendar Dedicated destination experts on staff RFP distribution Comprehensive hotel directory/meetings space info Digital marketing materials Local events calendar Printed destination guidebooks for attendees
  38. 38. Desired Points of Contact with CVB At what point do you typically wish to communicate directly with a Convention & Visitors Bureau sales staff member? (Select all that apply) Base: 569 Completed Surveys 3.0% 44.1% 56.9% 67.0% 0% 20% 40% 60% 80% Never After I’ve selected their destination When I’m ready to execute my RFP During the destination research phase
  39. 39. Please state your general level of agreement with each of the following statements. Base: 569 Completed Surveys From a service standpoint, CVBs are typically willing to go above and beyond in order to ensure a meeting/event’s success. Strongly Agree, 36.0% Agree, 38.7% Neutral, 17.0% Disagree, 2.8% Strongly Disagree, 1.1% Don't know/Not applicable, 4.4% Agreement on Customer Service
  40. 40. Importance of CVBs to Meetings Industry In terms of their overall importance to the meetings industry, how important are DMOs/CVBs? Base: 569 Completed Surveys 0.4% 2.5% 7.4% 28.6% 61.2% 0% 20% 40% 60% 80% Totally unimportant Mostly unimportant Neither important nor unimportant Somewhat Important Very important % Very important 44.0% 63.6% 64.6% 72.8% 0% 20% 40% 60% 80% Corporate planners Third-party planners SMERF planners Association planners 4.8% 2.9% 3.3% 4.8% 8.6% 11.4% 15.7% 59.5% 0% 10% 20% 30% 40% 50% 60% 70% Misc. other Evolving with the industry Provide/negotiate/assist with incentives Meeting business is competitive - needs expert help making events succeed The only entity managing/tracking changes in the entire destination Unbiased advocates - Win-win perspective DMO Services - Time, resource, money savers High value of community expertise and connections
  41. 41. THE CVB CONNECTION • Local expertise • Extensive in-market relationships • Comprehensive view of the destination • Free to you! Your event begins and ends with the destination.
  42. 42. FIND YOUR CVB DESTINATION EXPERT HERE
  43. 43. Keep in Touch Web www.empowermint.com LinkedIn Destinations International: Network for CVBs and Meeting Professionals Email contactus@empowermint.com Blog blog.empowermint.com

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