This document contains information about the Radisson Blu Edwardian, Heathrow hotel in London including details about its facilities and location. It also provides information about event concessions available at the Park Plaza Westminster Bridge London hotel for events booked in January, February, and March 2016, including day delegate rates, accommodation rates and discounts, and concessions for meetings and events. The remainder of the document profiles the CWT Meetings & Events team and discusses industry trends in the North America meetings and events market.

1. e n g a g eN O R T H A M E R I C A 2 0 1 5 2 0 1 6
14
18
22
Designing Events for
Multi-generational Audiences
Communicate. Communicate. Communicate.
Stakeholder Engagement & Communication Plans
Destination Spotlight: Rio de Janeiro
The Marvelous City

2. CRHG 2 page CRHG 2 page
B L U S K YFOR ENTERTAINING AND EVENTS ON A GRAND SCALE, THINK BLU.
THE RADISSON BLU EDWARDIAN, HEATHROW IS THE PERFECT PLACE TO MEET THE WORLD.
DRAMATIC SPACES, DISTINCTIVE DESIGN AND DEDICATED SERVICE REDEFINE THE AIRPORT HOTEL.
DON’T JUST DO BUSINESS. DO IT IN STYLE. DISCOVER BLU. IT’S VERY YOU.
T H I N K I N G
RADISSON BLU EDWARDIAN, HEATHROW
140 Bath Road, Hayes, Middlesex, UB3 5AW
radissonblu-edwardian.com/heathrow
For more information please contact the CWT Meetings & Events team
Part of Edwardian Group London
PARK PLAZA WESTMINSTER BRIDGE LONDON
2016 EVENT CONCESSIONS
Book your event for January, February and
March 2016 at the spectacular Park Plaza
Westminster Bridge London hotel and
choose from a range of consessions:
day delegate rates1
400 delegates: £75.00 per delegate
350 delegates: £80.00 per delegate
Further offers are available when an additional
dinner is booked, based on minimum numbers.
Bed & Breakfast from £169.00 excluding VAT.
E: ppwlconf@pphe.com T: +44 (0) 844 415 6790
parkplaza.com/westminsterbridge
concessions – accommodation
• One complimentary bedroom for every
50 confirmed2
• Complimentary upgrades for 10%
of your room block
• Accommodation rate to be extended
to stays booked three days prior to and
after your event
• Reduced bedroom rates for site visits –
up to four rooms for a two night stay3
concessions – meetings & events
• Return airport transfers for two event
organisers4
• Dinners – receive a complimentary glass
of sparkling wine per guest during the
drinks reception
• Chair covers and (choose from) coloured
lighting OR centre pieces OR candelabra
• Day delegate rates – 1 in 50 delegate
places are free5
1
Minimum numbers required, excludes value added tax.2
Maximum 6 per night.3
Deducted off bill once the event confirms.
4
London airports only (LCY, LGW, LHR, LTN, STN).5
Maximum 10 delegates per day, minimum 300 delegates.
DDR and concessions are subject to availability.
2,000 DELEGATES
1,019 BEDROOMS
PPWL Engage Noram Ad 190x190.indd 1 16/11/2015 15:56

3. 06 Meeting parameters
for Group Air
Insight
04 Meet the team
08 Sourcing to
Tier 2 cities
14
Hot spots12
Spotlight:
Rio de Janeiro
We are pleased to present the 2015/2016
issue of Engage. This publication is filled
with the latest industry news, trends and
actionable advice. CWT Meetings & Events
prides ourselves on being our clients’ industry
experts who continue to be their respectful
challenger in order to grow their programs as
the industry evolves.
It’s official the meetings & events industry has
rebounded and it’s booming in North America with Europe showing
signs of improvement. The supplier networks, however, are currently
not able to keep up with demand. Moral of the story? We are in
a seller’s market where negotiation power and flexible strategy is
crucial for program success. Additionally, while the market is weak,
the economic and currency challenges in Latin America represent
opportunity for buyers within the U.S. due to a strong U.S. dollar.
Hotels are placing strict scrutiny on cancelation policies and attrition
fees in tier one markets due to hotel occupancy projected to reach
65.7% in North America, which is the highest it has been since 1981.
In order to receive the most favorable negotiations, companies must
start giving longer lead times and flexibility when choosing program
dates and locations.
Companies who develop policies to harness their combined meetings
& events and travel spend will find the best cost savings, program
efficiency and control in the market. Strategic Meetings Management
programs are continuing to become more crucial for negotiation
success with North America leading the way as we continue to see
more of our clients interested in growing their programs globally.
Whatever your business objectives are for 2016, we are here to deliver
successful, sustainable and innovative programs. We hope you enjoy
all the latest industry trends and advice in this publication and look
forward to continuing to grow the efficiencies and control in your
meetings & events programs in 2016.
Sincerely,
Tony Wagner
Vice President, CWT Meetings & Events, Americas
MORE THAN EVENTS
Spectacular 5 stars resorts on the shores of exotic beaches and in
exceptional spots in the Caribbean, offering an All-Inclusive luxury
concept. Renowned for their original style of architecture, they are
certainly designed for the finest incentive trips in a sophisticated
setting, exclusive services, exquisite cuisine and endless possibilities
for unique events.
Our hotels Paradisus Cancun and Paradisus Playa del Carmen Resort
provide the perfect accommodations for any incentive, event or
conference you may be planning.
Contact CWT Meetings & Events
for any group request or further information
Paradisus Cancún | Mexico
Paradisus Playa del Carmen - La Perla | Mexico
contents
Inspire
Innovation
18 Multi-generational
meetings
20 Communicate.
Communicate.
Communicate.

4. 04 05
While everyone uses both
sides of their brain, most
of us have a dominant
side which influences the
way we think, our interests
and the way we approach
our occupations. For
example, a person who
is “left brained” is said to
be more logical, analytical
and objective, while a
person who is “right
brained” is said to be
more imaginative, creative
and passionate.
One thing
is certain:
Every day, CWT Meetings
& Event team members
bring an abundant mix of
creative and focused brain
power to their jobs and
their clients.
LEFT
RIGHT
Brainy collaborators, left and right
Matt Riggs
Global Compliance and
Reconciliation Manager
Ruth Cook
Group Air
Specialist
Natalie Alonzi
Meetings and
Events Planner
Cyndi Radke
Director,
Business Development
Mo Haas
Manager, Sourcing
Services, North America
How long have you been in the
industry? Since 2009. I earned an
internship with CWT Meetings & Events
where I could learn alongside some of best.
I officially signed on with CWT in 2010
Are you left brained or right
brained? Left! Yet every situation presents
opportunities to use the best of both sides.
When I’m stuck on the left, I can tap into
my right side—something that comes with
experience from a great team.
Most rewarding part of your job?
It’s really important for me that clients’
expectations are met and our team is
happy too. At the end of the day if you’ve
accomplished something that makes you feel
good, it’s something anyone in any industry
can relate to. Visiting exotic destinations is
icing on the cake!
Favorite place to travel?
Anywhere in Europe! Each country has
something unique to offer: great food, music,
attractions, culture.
What differentiates CWT M&E
from its competitors? CWT M&E
is more than meetings and events. Ours
is a large, dynamic company comprised
of different branches of the travel tree.
Our culture empowers teams across the
organization which gives us strength. Our
clients partner with the best of the best.
How long have you been in the
industry? About 25 years, during which
I learned the industry and the intricacies
of regulations and reporting, especially for
healthcare.
Are you left brained or right
brained? More left than right. The world of
compliance is black and white. I’m analytical
and pay attention to details. But in my
customer-facing role, my right brain helps me
build strong client relationships.
Most rewarding part of your job?
The first is client centered: when our data
passes customers’ verification processes and
audits. The other is when one of my direct
reports gets a promotion. While it’s a bummer
if they move off my team, it’s rewarding to
have provided coaching that helped them
excel on my watch.
Favorite place to travel?
To Naples, FL to visit my Mom. We always go
for pizza at Doc’s, a little hole-in-the-wall bar
and grill on the beach.
What differentiates CWT M&E
from its competitors?
Our engagement with clients, from the top
down and all across. For example, we are the
fourth company my primary client has worked
with—and now we support them globally
for business travel, meetings and expense
reporting.
How long have you been in the
industry? Thirty-five years, 27 with CWT
via numerous mergers and acquisitions.
Are you left brained or right
brained? I’m slightly more left, analytical.
I am often called upon to find a way to
make things work—whether to identify and
escalate a problem to the correct channel
for resolution, or to figure out how to move
1,000 people to a meeting.
Most rewarding part of your job?
I support a great team of air planners,
coordinators and sourcing specialists. Part
of my role is coaching, mentoring and
technical trouble shooting. The other half
includes air analysis, air block contracting and
management. It’s a great mix.
Favorite place to travel?
I’ve had some wonderful trips to Europe and
the South, but I love Canada. Salmon fishing
on Vancouver Island, or relaxing at a rustic
lodge on a northern lake sounds ideal to me.
What differentiates CWT M&E
from its competitors?
Our exceptional front line staff. With our
depth of experience, continuous training
programs and commitment to excellence,
we all strive to provide the very best program
each and every time.
How long have you been in the
industry? I’ve been sourcing venues for
18 years. We are a client’s first touch when
they need to place a meeting. We assess
their needs and details, and go to the
marketplace to find the best fit.
Are you left brained or right
brained? Both! When I’m imagining
options for clients, I sway right, to
the creative side. But my skill set in
negotiations sways me left—I like to see
numbers and details work. For sourcing,
seeing the bigger picture is a good thing!
Most rewarding part of your
job? It’s fulfilling to work with and build
a cohesive team of contributors who pull
together to consistently present the best
package to a client.
Favorite place to travel?
I love to travel, especially in Europe. I’m
biased toward Switzerland because I have
family there.
What differentiates CWT M&E
from its competitors? CWT’s
entrepreneurial spirit provides creativity,
resourcefulness and agility to react quickly.
But at the same time, it’s an established,
mature company with longevity.
How long have you been in the
industry? I’ve been in sales and marketing
for more than 25 years.
Are you left brained or right
brained? Right. I’m innovative, intuitive and
forward thinking. I’ll continue to ask questions
and dive deeper to understand my client’s
organization, as well as their goals. To have
a productive meeting making connections to
the big picture is paramount. I enjoy helping
people imagine the possibilities.
Most rewarding part of your job?
It’s working with passionate, smart people
internally—my peers and CWT leadership—
and with our clients.
Favorite place to travel?
I don’t have a favorite place, but I have
favorite people to travel with: family and
friends. Shared experiences are more precious
than the things we accumulate in our lives.
What differentiates CWT M&E
from its competitors? Our M&E group
is similar to a boutique agency. We are creative
and nimble. Our pricing is transparent. At the
same time, we have a big parent that provides
the assets we need to bring value to clients,
as well as the strength, and experience in the
marketplace.
04 05INSIGHT | Meet some of our team INSIGHT

5. Why meeting parameters are
important for Group Air
Moving attendees from all over to one
place, on time
When you’re bringing in a group for your meeting or event, you
want to be sure they arrive on time and within your air travel
budget. And, to avoid surprises when the bills hit your desk.
It’s daunting to coordinate attendees who are traveling from
various cities and time zones and synchronize arrival times to
your meeting kickoff. That’s why it’s important to set meeting
parameters that pinpoint arrival and departure dates and times.
But are the parameters realistic? How would you know?
The Group Air symphony
The CWT Meetings & Events Group Air team gets it: you
have a lot at stake. Think of them as orchestra conductors,
planning for every instrument (attendee) to join the
performance (your meeting) at the optimal time.
Without any sour notes.
Moving from general to realistic parameters
Your CWT M&E group travel coordinator serves as your single
point of contact for efficiency, consistency and quality control.
But, if you haven’t discovered the value of a CWT M&E fare
and flight analysis, you might want to take another look.
It’s possible that a two-hour delay in starting your program
will be a better fit for your attendees’ flight schedule and for
your budget.
To identify realistic arrival times prior to your deadline, our
Group Air “conductors” scrutinize your travelers’ departure
cities or hub cities against flight options to your destination
city. This analysis can:
• Reduce the cost of ground transportation. By coordinating
arrivals within a specific window of time, your DMC
can group attendees and, for example, schedule a
55-passenger bus rather than minivans.
• Guard your fare caps. Say you have a $600 cap on airfare
but your traveler wants to fly on her preferred carrier. We
alert your meeting planner that the fare is over the cap.
You might say “okay”…but if you don’t, we search for
alternative flights.
• Make recommendations to protect your meeting
pocketbook. Your bottom line can take a real hit with
extra hotel nights. If a number of attendees can’t meet
your 9 a.m. start without arriving the night before, we can
advise you to move your opening to, say, 11. Ditto at the
other end.
• Reduce hassles and costs. Realistic parameters reduce
the number of approvals needed—reducing your and your
air planner’s time and saving you money.
affinia.com thebenjamin.com jameshotels.com thesurrey.com
NEW YORK CHICAGO
From the modern, residentially styled appeal of The James,
to the casual and inviting Affinia Hotel Collection, Denihan
offers a diversity of hospitality experiences that together
serve the needs of a wide range of travelers.
T:3.5827”
T:7.4803”
06 INSIGHT | GROUP TRAVEL

6. Sourcing Tier 2 cities in
a seller’s market
The North American meetings market is moving full speed ahead, creating compression all around,
especially in the U.S.
Even so-called second tier cities—those typically defined by lower population and smaller size—are
getting busier and require more lead time. Nonetheless, Tier 2 cities offer advantages for the savvy
buyer: more fluid venue availability, coupled with less expensive room rates, taxes/resort fees and
lower overall per attendee spend, including food and beverage, entertainment and off-site attractions.
Venue availability: Music to a meeting planner’s ears
We love it that meetings are back—and this shift is exactly why CWT M&E venue
sourcing is so integral to the site selection process. We already know which cities
are booked and when (even into 2020 and beyond), and we stay on top of city-
wide conventions, festivals and other major events that may affect availability and
pricing. Sourcing secondary markets offers a greater opportunity for first-option
availability for preferred dates and patterns.
Stretching dollars for value add
Hotels and venues in smaller—but very capable—markets have a vested interest
in competing, which can be cost effective for you. Because they don’t have the
luxury of guaranteed business from city-wide conventions or direct airlift, they’ll
go the extra mile to secure repeat meetings business.
Your extra dollars can be redirected into additional perks and amenities that
enhance your attendees’ overall experience. Or, you can retain these dollars to
reduce your overall budget.
Creating win/win…and win
As skilled negotiators, we always approach our hotel partners with win/win in
mind. We entrust them with our clients’ meetings and events, which lifts their
business. In exchange, they work hard to deliver attentive service and quality so
they can continue to earn business.
And, the real winner is your company.
So, the next time a meeting location conversation comes up, we’d love to tell you
about the fantastic offerings that Anaheim, Nashville and Philly have to offer!
Examples of Tier 2 cities
CWT Meeting & Events sourcing
specialists are proactive and
generally advise clients to target
one or two secondary markets,
especially if timing is short or it
is peak season for a particular
destination. For example,
instead of targeting only Tier
1 cities such as Boston, NYC,
Chicago and Los Angeles, we
might recommend adding
Philadelphia, Minneapolis,
Denver and Anaheim.
• Anaheim, CA
• Salt Lake City, UT
• Vail, CO
• Minneapolis, MN
• Houston, TX
• Austin, TX
• Nashville, TN
• Atlanta, GA
• New Orleans, LA
• Philadelphia, PA
• Miami, FL
09INSIGHT08 INSIGHT | VENUE SOURCING

7. Paris . Sao Paulo . London . Shanghai . Dubai . Bangkok . Sydney . Marseille . Barcelona . Berlin
Pullman Paris Roissy CDG Airport
Your new playground from October 2015
13 private meeting rooms with panoramic views
Spectacular Fit Lounge and swimming pool
Roissypôle - 3 bis, rue de La Haye
95935 Roissy CDG cedex / France
pullmanhotels.com - accorhotels.com
91 mm
190mm
DOSSIER CLIENT OUVERT LE DATE NOM VERSION INTERVENANT
PUL431 PULLMAN 14/08/2015 8/09/2015 PPCDGA ANNONCE M&E 91X190 05EXÉ CATHERINE
Our expertise is not just in meetings,
it’s an experience of opening minds to new ideas
© 2015 Wyndham Hotel Group. All rights reserved. All Dolce Hotels & Resorts properties are independently owned and are operated by a Wyndham Hotel Group affiliate.
USA – CANADA – EUROPE
www.dolce.com
CUSTOMER
APPRECIATION EVENT
Delivered a true authentic experience showcasing the unique
and local intricacies of the Riviera Maya and its culture.
Brief
• Client invites their customers to attend
pre-conference appreciation event
• Client conference was being held in Cancun, and
they wanted the appreciation event to be nearby
• They didn’t want just a beach extension, but instead
a cultural experience for their clients
Solution
• Hosted the event in Merida, Mexico which was only
a four-hour drive from Cancun
• The event included fun, authentic cultural activities
including stops at Izamal, one of the oldest colonial
cities, Caves & Route Pu’uc Lotun, a site featuring
Mayan murals, and a Chichen Itza ruins tour
• Meals were hosted at cultural locations with
authentic, local cuisine and live music
• Planner on-site to ensure exceptional service
and seamless delivery for attendees and guests
Result
• Delivered a true authentic experience showcasing the
unique and local intricacies of the destination and culture
• Almost every attendee sent feedback praising both the
meeting planner and the event itself
• “Everything was fantastic for the event. Everyone had so
many compliments. Just about every customer sent an
email to us praising the planner and everything she did.
The trip was such a success because of all her efforts.”
—Senior Specialist, Sales & Marketing Events

8. LONDON
A century ago writer Samuel Johnson quipped that anyone tired of London is tired of
life—for London holds all that life can afford.
That’s still true. And that’s what makes it an ideal location for meetings and events.
Let’s start with the basics. A visit to London isn’t complete without cold ale and
fish and chips—favorite choices on any pub or British restaurant menu. But
London is also famous for the best Indian food outside of India, so don’t miss
Brick Lane in East London. There, you’ll discover curry and other amazing
flavors—at fair prices—plus vibrant popular culture and night life.
Londoners happily state that everything is within an hour’s ride
on the Tube (local parlance for the London Underground rapid
transit system). The small town feel of Greenwich, in the
beautiful, historic South London area, offers an escape from
the big city environment. Within a fairly short distance, you
can explore the village center, science, navigation and
history museums—including the Royal Observatory,
established in 1721—parks and palaces. (Attention
Thor fanatics: The latest big battle scene was
filmed there.)
At the same time, London’s world-famous
5-star hotels, shopping on Oxford Street
and museums and attractions (picture
Buckingham Palace!) present
abundant opportunities for great
meeting spaces and matchless
attendee experiences.
London may indeed hold all
that life can offer.
Cupertino is about 45 miles southeast of San Francisco, directly west of San Jose,
along the foothills of the Santa Cruz Mountains. Historically, the region’s primary
economic activity was fruit agriculture, with most all of the land rich with prune,
plum, apricot and cherry orchards. By the late 19th century, a winery on
Montebello Ridge overlooking the Cupertino valley was operating.
Today, Cupertino is the heart of Silicon Valley and home to
technology start-ups and the Apple Inc. Campus. Its large immigrant
population distinctly influences the community. For example, the
Lunar New Year Unity Parade, held every March, brings together
the city’s broad spectrum of cultures. In April, the Annual Crab
Feed, the city’s largest community event, features a live
auction and all the crab you can eat. Also in March, the
annual Cherry Blossom Festival, honoring Cupertino’s
sister city of Toyokawa, Japan, features a wide
selection of Japanese food and beverages, live
entertainment, cultural exhibits, arts and crafts.
September’s Moon Festival of Silicon Valley is
based on the traditional Chinese celebration.
The Cypress Hotel is one of Silicon Valley’s
finest luxury hotels. The Flint Center offers
a wide range of theatre and musical
performances year-round. For urban
adventurers, Cupertino offers more
than 150 acres of parkland, plus
a variety of indoor recreation
activities at the Cupertino
Sports Center.
INDIANAPOLIS
No trip to Indy would be complete
without visiting Massachusetts
Avenue, affectionately known as “Mass
Ave.” This five-block area has something
for everyone: theaters, restaurants, art
galleries, eclectic boutiques and unique finds
— from Stout’s Shoes (the nation’s oldest shoe
store, established in 1886) to the self-descriptive
The Best Chocolate in Town. Take a virtual trip to
Germany at the Athenaeum (built in the 1890s as a
“house of culture”), then follow up with a tangible stein
of lager in the historic Rathskeller Biergarten.
Indianapolis is known for its local craft beers. Check out
Ralston’s Drafthouse or Indianapolis-based Sun King Brewing
Company. Or sip a cocktail at the curiously named, speak easy-
styled The Ball & Biscuit.
Foodies can indulge themselves with dishes made with fresh, seasonal
ingredients at R Bistro, a platter of tacos at Bakersfield or innovative cuisine
at Mesh on Mass.
For a taste of Indiana’s history and great music, stop by the Slippery Noodle
Inn, Indiana’s oldest bar and home of the Blues in Indiana (live local, regional and
national Blues, seven nights a week).
Indianapolis presents a variety of great venue spaces, from the historic Indianapolis
Union Station (opened in 1853) to the trendy Bluebeard Restaurant (in a renovated 1924
warehouse space with exposed-brick décor layered with vintage typewriters).
Here are some tips from the locals:
For a true Indianapolis experience, rent the Dallara IndyCar Factory with interactive and hands-
on exhibits centered on the world’s fastest sport. Or tour Indianapolis Motor Speedway, the world’s
largest spectator facility and home of the Indianapolis 500, Brickyard 400 and Red Bull MotoGP races.
If your attendees bring children, don’t miss the Children’s Museum of Indianapolis, the largest such
museum in the world.
CUPERTINO
The beautiful Riviera Maya
extends along the Caribbean
coastline of Mexico’s Yucatán
Peninsula. Formerly called the
Cancun–Tulum corridor, this region
is famous for its resorts, boutique
hotels and fine dining. You’ll soon
discover why writers, explorers and serious
travelers love this region—and why it’s on so
many bucket lists. Once home to picturesque
fishing villages, it now offers scuba diving and
coral reef snorkeling, European and American-
influenced night life and pedestrian walkways with
shops and restaurants. Here are just a few don’t-miss-
it spots for your event attendees to explore:
Playa del Carmen is treasured for its palm-lined beaches,
coral reefs and scuba diving. Its pedestrian thoroughfare runs
parallel to the beach, offering blocks of charming shops, restaurants
Mayan ruins are everywhere—and they’re amazing. Visit at least
one, perhaps Chichén Itzá, Cobá or Tulum.
During summer months, savor a once-in-a-lifetime experience as sea
turtles come to Akumal (“place of turtles”) to lay their eggs.
The 1.3 million acre biosphere reserve Sian Ka’an offers opportunities
to watch animals and birds amidst tropical forests, marshes and barrier reef.
All along the coast are little communities, empty beaches and cenotes (sink holes)
waiting to be explored. Arrange your own transportation or experience the buses
that run up and down the coast constantly If your attendees bring children, consider
Crococun, a small zoo that specializes in crocodiles, Yucatecan deer, spiders, monkeys,
snakes and other regional animals.
Cancun’s Mercado 28 is the best in the region for deals on Mexican handicrafts.
RIVIERA MAYA, MEXICO
See the Riviera Maya experience we
designed for attendees on page 11.

9. Rio de Janeiro
Rio de Janeiro
Cidade Maravilhosa (“the Marvelous City”)
Spotlights will be shining on Rio de Janeiro in 2016, as it hosts the
Games of the XXXI Olympiad. Its 2016 motto, “Live Your Passion”
(“Viva sua paixão” in Portuguese), is a fitting maxim for a city with
centuries of rich history, colorful cultural traditions—and a thoroughly
modern verve.
Rio—and the joyful outlook of its locals—never fail to astonish
us. There are beaches about which vibrant songs are sung
(think Copacabana and Ipanema) and a carnival where euphoric
merrymakers gather from around the world to overdose on parades,
balls, street festivals and fun. (Carnival 2016 is February 5-10.)
Imagine rain forests and historic sites, glitzy shops and contemporary
galleries…and foods that reflect enticing regional differences.
But inside or outside of the Olympiad, here are a few tips
for planning a meeting or event in Rio:
• Take your sports enthusiasts to the Maracanã stadium, one of world’s largest
football stadiums.
• Experience dance in “the city of Samba” by setting up a private class for your
attendees to learn samba and bossa nova basics.
• The waves at Prainha are perfect for surfing…or for the less adventurous, watch
wave chasers from the shore.
• Ride the cable car up Sugarloaf Mountain for spectacular views.
• Don’t miss the impressive statue of Christ the Redeemer atop Corcovado
Mountain. It’s one of the Seven Wonders of the World.
• Savor the tantalizing aroma—and robust taste—of Brazilian coffee.
Founded in 1565 by the
Portuguese, part of the city
was designated in 2012
by UNESCO as a World
Heritage Site.
Rio 2016, as the 2016
Summer Olympic Games
are known, will take
place August 5-21. The
Paralympics follow on
September 7-18. More
than 10,500 athletes will
compete in 33 venues
spread across four regions
of the city.
15INSPIRE

10. São Paulo, Brazil
São Paulo is one of four venues outside Rio de Janeiro that will host
football events as part of Rio 2016. But beyond the Olympic Games, it’s
a city that beckons visitors—and consistently ranks high as a choice for
international meeting planners.
A high-speed train connects São Paulo to Rio in just one hour, 25
minutes, traveling at 360 km/h (223.7 mph).
As the business heart of South America and a prime tourist and event
destination, São Paulo offers some of the best, largest and most
diverse hotels in South America.
Its sprawling metropolis contains eclectic centers of cultural activity—
plus gastronomic excellence, unrivaled nightlife, modern shopping
centers and exclusive boutiques, world-class museums and art
galleries.
And again, sports. From jogging and horse racing to soccer and the
Brazilian Formula 1 Grand Prix (November 13, 2016), Brazilians love to
showcase their passion and prowess. Those less inclined to athletics
can stroll the antique or craft fairs that are found in many neighborhood
squares and enjoy people watching. And here’s a tidbit: Those born in
the city are called “Paulistanos,” while those born in the state of São
Paulo (but not its capital) are called “Paulistas.”
Heads up: To simplify your stay and maximize your time, consider
São Paulo’s expanse when planning your meeting or visit. You won’t
want to spend precious time crisscrossing the city in heavy traffic.
PLANNING
AROUND THE
GAMES
Hotels, restauranteurs and service
professionals are gearing up for the
Olympic Games, and much of Rio is getting
a face lift. There’s a new subway station,
and tour guides are already studying up
on information and cultural, historical and
contemporary heritage interpretation.
Transportation companies are devising
plans to efficiently move thousands of
people to and fro.
But after Rio 2016, these businesses will
be very competitive and prices will fall,
creating opportunities for smart meetings
and event planners and bargain-shopping
travelers. While most hotels are already
booked during the games, many are still
accepting guests who plan to stay 30-plus
days. And think beyond hotels: buildings
in newer parts of the city are being
transformed into rental housing—with the
addition of meals.
São Paulo offers many cost-saving options
outside of the high season (March-May
and September-November). Weather is
quite moderate in the summer (December-
January) and the winter month of July—and
prices are low.
Experienced CWT M&E specialists familiar
with Brazil will be happy to help plan
your meeting or event from end to end or
provide ad hoc services.
INSPIRE
NEVER BUSINESS AS USUAL
ALEXANDRIA | BALTIMORE | BOSTON | CAMPBRIDGE | CHICAGO | DALLAS | DENVER | HUNTINGTON BEACH | LA JOLLA | LOS ANGELES
MIAMI | MINNEAPOLIS | NEW YORK | PALM BEACH | PHILADELPHIA | PHOENIX | PITTSBURGH | PORTLAND | SALT LAKE CITY | SAN DIEGO
SAN FRANCISCO | SANTA BARBARA | SCOTTSDALE | SEATTLE | SOUTH BEACH | VERO BEACH | WASHINGTON DC
Our CWT Meetings & Events consultants are hand-picked for their ability to design
custom small to medium sized gatherings. Let yours be their next masterpiece.
WE BELIEVE A MEETING SHOULD BE AS INSPIRING AS IT IS PRODUCTIVE
16 INSPIRE

11. This is a unique time for business meeting and event planners. People
are living longer—and therefore, working longer—than ever before, and
we are realizing the effects in our industry.
Designing
events for
multi-generational
audiences
Before we can plan experiences that resonate across the gamut, we need to take
time to understand our varied stakeholders.
Be wary of generalizations, start with connections
It’s easy to segment multi-generational audiences by age or style—but don’t. Instead, seek nuggets of understanding for
connection points.
Take into account generational differences as needed, but also work to uncover the commonalities that create ties among the
brand, audience and business objectives. Attendees will be drawn to and invested in the same event. Regardless of meeting or
event type, they will have opportunities to make connections, share ideas and learn.
For the first time in history, it is common to have four different
generations represented at a single event:
Generation Y, the Millennials (34%—newest to the workforce)
Gen X (34%) | Baby Boomers (29%)—oldest in the workforce
Silent Generation (about 2%) | A fifth group, for now referred to as
Generation Z, currently about age 15, will soon become employees and attendees
Contact your local CWT Meeting and Events
specialist for more information
www.tbrglobal.com
TBR is a ground transportation management
company, who specialise in the events industry.
Winner of Best Ground Transportation at the
Business Travel Awards 2015.
Premium brand, premium service, premium value.
Much more than events
OVER 100 HOTELS
IN 19 COUNTRIES WORLDWIDE
Mexico | Dominican Republic | Haiti | Cuba | Aruba
Costa Rica | Nicaragua | Guatemala | Colombia | Ecuador
Spain | Germany | Czech Republic | Bulgaria | Turkey
Italy | Greece | Morocco | Egypt
18 INNOVATION

12. Event spaces to
inspire any generation
When choosing a venue or activities,
it’s not really about generations—it’s about
what you want to achieve. That means content
matters more than meeting space.
Some clients prefer a traditional hotel environment;
others, a more contemporary venue. We’ve found
it’s usually more about the company than attendee
dynamic. Training teams will look for something
different than sales or marketing. A technology
company will look for something different than
a medical association.
No matter what the venue,
consider these tips:
Some “old school” attendees (who are not
necessarily “old”) don’t like to do everything with
a mobile app. Be flexible. Think about offering hard
copies of the post-event survey in addition to the
app. It’s an inexpensive option—and it may boost
response rates. Ditto with the agenda.
The three rules of events are: interaction, interaction,
interaction. From the layout of the furniture in the
room, to the evening activities and the décor, the
more you can get your varied audiences up and
intermingling, the more successful your event will be.
Accessibility must always be a consideration. The
attendee who has difficulty walking may have torn
his Achilles playing volleyball. At age 69.
Some of the ways that we “get smart” about our
audiences include:
Well before our team engages for an event, we strive to understand
“the language” of our client’s overall culture, so it can be reflected in
the meeting or event. Language is always more than words—it includes
mission, vision, brand elements and more.
We take the time to sit down and talk. We ask questions.
A lot of them.
Your event attendees may be demographically diverse,
but one thing is mutual: they’ve been invited to the same
place at the same time for a common objective. Here are a
few of the questions we ask clients so we can understand
attendees needs, wants and interests:
• Who are your stakeholders (procurement, marketing, sales,
HR, etc.)? Who will be managing your meeting? What areas
will your attendees represent? How do they see themselves?
How do they view and use technology? What are they
interested in?
• What have you learned from previous challenges and
successes? When you “blue sky,” what’s the ultimate
event you imagine? What’s driving your meeting (increase
knowledge and competence, generate leads, etc.)?
• What is the role of “entertainment” in the context of building
engagement and creating energy? What business results are
you seeking?
We apply what we learn to every decision we make.
20 INNOVATION
EVERYONE NEEDSEVERYONE NEEDS
breakout sessions.
stephenklement Loews Don CeSar
VISIT US | LOEWSHOTELS.COM
#TravelForReal
ANNAPOLIS • ATLANTA • BOSTON • CHICAGO • CHICAGO O’HARE • HOLLYWOOD • MIAMI BEACH • MINNEAPOLIS • MONTREAL NEW YORK
SAN FRANCISCO
LOEWS HOTELS & RESORTS LOEWS REGENCY
NASHVILLE • NEW ORLEANS • ORLANDO • PHILADELPHIA • SAN DIEGO • SANTA MONICA • ST. PETE BEACH • TUCSON • WASHINGTON D.C.

13. Here are some ways to unlock your SMM potential:
Earning stakeholder buy-in is a journey. You’ll listen and learn,
course correct and tweak. Yet one thing is for certain: the more
stakeholders you engage, the more successful and valuable your
SMM program will be.
Speaking from
experience
The Associate Program Manager of one of
CWT M&E’s successful SMM teams shared
tips for engaging stakeholders.
“Every SMM is different. On this particular
account, the team reports into Finance, as
a delegated procurement group, because
our primary responsibility is negotiating and
managing contracts. We provide significant
value by generating an average negotiated cost
savings of 25% per event.”
“When onboarding a new stakeholder, I explain
our savings potential and why it’s important to
engage us early in their planning conversations.
For example, I’ll share how we leverage our total
global buying power to negotiate the lowest
possible rates with hotels and meeting vendors.
That piques interest!”
“I then take the stakeholder to another level and
navigate them through company policies, some
of which they may not be familiar with. We assist
with managing legal and financial risks, and
when appropriate, align them with government
affairs, HR, risk and security considerations.”
He keeps his stakeholders informed through
a monthly e-newsletter. “Topics might include
something like, ‘There are opportunities to
take advantage of available hotel cancellation
credits.’ Or, ‘There are actions you can take to
help protect confidential content during your
next off-site meeting.’”
“It took a good year to fully understand who
our key stakeholders are—at times a maze to
navigate! With those relationships in place, we’re
now considered trusted advisors. We take time
to understand our stakeholders, which allows us
to deliver on their expectations.”
Identify your stakeholders.
They’ll be found throughout the organization: in HR and
marketing, legal and training, travel, procurement and sales.
They may be professional meeting planners and administrative
assistants, techies and number crunchers, executives and
travelers—and several in between. Leave no stakeholders behind.
Customize messages.
Tailor to the unique needs of each audience. Why will SMM matter
to them? How will it simplify and elevate their work?
Recognize differences; build on strengths.
At the end of the day, great meetings are creative endeavors—
and this can get lost in the more left-brained world of leveraging
purchasing power, supplier management and contract negotiations.
Right brain-leaning stakeholders who are more likely to plan
meetings may feel threatened and resist. Open, persuasive
communication can diffuse that. For example, many administrative
assistants consider meeting planning the most fun part of their job.
Once they understand how SMM removes from them the inherent
risks of signing contracts, they’ll be relieved—and can focus instead
on choosing the menu and décor.
Establish an advisory board and focus groups.
Invite stakeholders to bring their talents to the table. Find and
include those who are the most resistant. When your stakeholders
are co-creating, they’re engaged.
Provide the tools.
Make use of webinars, lunch-and-learn sessions or road shows.
Consider an intranet hub site with meeting planning activities,
shared resources and information to drive a sense of community.
1
2
3
4
5
Communicate. Communicate. Communicate.
Some practitioners
of Strategic Meetings
Management* have found
great success; others
not so much.
What makes the difference?
It usually comes down to
stakeholder engagement.
The key to SMM success
You can build an SMM structure, but if it isn’t communicated within
the organization, it will fail. It’s as simple and stark as that.
Unfortunately, most groups don’t really think about internal marketing;
they more naturally focus on programs, systems, tools and services.
Internal marketing and continuous, targeted communications are the
keys to successful stakeholder engagement.
* SMM is the enterprise-wide management of meetings (and events)
including strategy, operation and data analysis with the goal of creating
substantial efficiencies and savings. SMM is not just a set of rules, but
rather a holistic approach to managing your meetings.
22 INNOVATION

14. Where ideas meet results
CWT Meetings & Events
701 Carlson Parkway; MS 8208
Minnetonka, MN 55305 USA
T: 800.213.7295
E: cwtmeamericas@cwt-me.com
Twitter: @CWT_ME
www.cwt-meetings-events.com