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The future of business meetings 2017 Mark McCrindle

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As our McCrindle Speakers are regular contributors to meetings and events around Australia, it was our privilege to conduct research for the Melbourne Convention Bureau’s 25-year anniversary of the Asia-Pacific Incentives and Meetings Expo (AIME), into the mega trends affecting the future of meetings, and for Mark McCrindle to present the findings at the event.

The aim of the research was to understand how the global meetings industry is changing, through the influences of social trends, new technology and changing attendee expectations.

Findings from the full research report include the following:

Conference attendees are increasingly socially responsible, tech savvy and time poor.
Attendees are looking for collaboration and networking, not just information.
Meetings provide a place for human interaction, experiential learning and valuable professional investment.
Customisation of the program structure and event experience is key.
Augmented virtual reality and artificial intelligence transform the event experience.
Ideas around venue design for the next generation.

Published in: Business
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The future of business meetings 2017 Mark McCrindle

  1. 1. Mark McCrindle mccrindle.com.au
  2. 2. The future of Australia: 25 years of change
  3. 3. The future of Australia: 25 years of change
  4. 4. The future of Australia: 25 years of change
  5. 5. The future of Australia: 25 years of change
  6. 6. The future of Australia: 25 years of change
  7. 7. The future of Australia: 25 years of change
  8. 8. The future of Australia: 25 years of change
  9. 9. The future of Australia: 25 years of change
  10. 10. The future of Australia: 25 years of change
  11. 11. The future of Australia: 25 years of change
  12. 12. The future of Australia: 25 years of change
  13. 13. The future of meetings: 25 years of change
  14. 14. The future of meetings: 25 years of change
  15. 15. The future of meetings: 25 years of change
  16. 16. The future of meetings: 25 years of change
  17. 17. Demographics
  18. 18. Demographics 70% 30% 0% 20% 40% 60% 80% 100% Q. Are you male or female? (n=206) Female Male
  19. 19. Demographics 84% 6% 5% 4% 1% 0.5% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Australia / New Zealand North America Asia Europe Africa Middle East South America Q. Where do you usually live? (n=206)
  20. 20. Demographics 21% 29% 33% 10% 6% 0% 5% 10% 15% 20% 25% 30% 35% Chairman, CEO, President or… Senior management Middle management Junior Other (please specify) Q. Which of the following best describes your position? (n=195)
  21. 21. Demographics 0% 34% 40% 24% 1% 0% 10% 20% 30% 40% 50% 18 - 21 22 - 36 37 - 51 52 - 70 71+ Q. What age will you be in 2016? (n=208) Z Y X BB B
  22. 22. Attendees of the Future 8% 55% 36% 1% 0% 0% 0% 10% 20% 30% 40% 50% 60% Extremely optimistic Very optimistic Somewhat optimistic Somewhat pessimistic Very pessimistic Extremely pessimistic Q. How optimistic are you about the future of the MICE industry for the next 15 years ahead? (n=177) 2 in 3 extremely/ Very optimistic
  23. 23. The future of meetings: 25 years of change
  24. 24. The future of meetings: 25 years of change
  25. 25. The future of meetings: 25 years of change
  26. 26. The future of meetings: 25 years of change
  27. 27. The future of meetings: 25 years of change
  28. 28. Meetings of the Future 40% 35% 20% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Yes, I definitely would utilise this technology Yes, I probably would utilise this technology Maybe, I might utilise this technology No, I would not utilise this technology Q. If you could make keynote sessions more adaptive to the audience's needs by having conference delegates vote in real time to influence and steer the content or to contribute to the story. would you utilise this technology? (n=156)
  29. 29. Meetings of the Future
  30. 30. Attendees of the Future Fun & experience Information
  31. 31. Attendees of the Future Networking Content
  32. 32. Attendees of the Future Sit & listen Interact & participate
  33. 33. Attendees of the Future Conference length SHORTER (8x) Networking time LONGER (6x)
  34. 34. Meetings of the Future 70% 61% 57% 0% 20% 40% 60% 80% 100% Conference & exhibition Face-to-face & virtual TED-style talks Q. How important do you think the following program formats will become for business events in the future? (extremely/very important)
  35. 35. Attendees of the Future 10 years ago Now 10 years’ time 70 mins 50 mins 35 mins 1 hr Average plenary session length
  36. 36. Attendees of the Future 89% 88% 86% 0% 20% 40% 60% 80% 100% Delegates will expect more learnings/acquired knowledge from events Delegates will want a more personalised/customised experience at events Delegates will continue to place a strong importance on face-to-face meetings Q. Please indicate your level of agreement with the following statements regarding how the expectations of delegates will change in the future. (strongly/somewhat agree)
  37. 37. Attendees of the Future 89% 88% 86% 0% 20% 40% 60% 80% 100% Q. Please indicate your level of agreement with the following statements regarding how the expectations of delegates will change in the future. (strongly/somewhat agree) More learning outcomes More personalisation Face to face
  38. 38. Attendees of the Future 43% 42% 13% 2% 0% 0% 10% 20% 30% 40% 50% Extremely important Very important Somewhat important Slightly important Not at all important Q. How important will the destination experience be for promoting a conference/business event in the future? (n=147)
  39. 39. 180 0 TREND S mark@mc crindle. com. au www. mc c rindle .c om.au Mark McCrindle

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