This document outlines 10 predictions for the decade based on analysis of data trends. The predictions are: 1) The new decade will start with a buyer's market for hotels. 2) Attendees' privacy expectations will increase. 3) Planners will integrate coworking and remote attendance into their programs. 4) Events that provide attendees a sense of belonging will win. 5) There will be more ways to source groups and meetings. 6) Technology will augment the way we plan for the better. 7) Events will be more accessible, both in terms of attendance and location. 8) The next generation's values will be reflected in the way we plan. 9) Event organizers will need to be more flexible than ever. 10)

1. Predictions for the Decade
@danberger
February 29, 2020

2. @danberger
I’m a believer.
I’m an entrepreneur.
I’m a participant.
I’m a planner.
@danberger

3. @danberger
1. Data upfront.
2. Trends built off of the data.
3. Predictions built off the trends.
NOTE:
● This is meant to expand your thinking, not to
scare you.
● Some data is global but mostly US.
The Rules of the Road

4. @danberger
100s of data points
44 Trends
10 Predictions
60 Minutes

5. @danberger
Global hotel investment
volumes held steady in 2019
#hotels DATA

6. @danberger
Convention hotels are a thing of
the past (US)
#hotels DATA

7. @danberger
Limited and select service is the
name of the game (US)
#hotels DATA

8. @danberger
● Hoteliers will continue to be hands-on as they
become more sophisticated owners.
● Chains will continue to invest in limited & select
service brands.
● Revenue managers are starting to focus on
smaller groups.
● 2019 was the last year of global hospitality growth
this cycle.
Hotel owners are diving into the
details
TRENDING#hotels

9. @danberger@danberger
The new decade will start
with a buyer’s market
PREDICTION

10. @danberger
US meat consumption has
shifted towards chicken
#F&B DATA

11. @danberger
The US is an outlier in terms of
beef consumption
#F&B DATA

12. @danberger
Alternative meats are picking up
steam
#F&B DATA

13. @danberger
Beer accounts for less than 50%
of alcohol consumption
#F&B DATA

14. @danberger
● Local fast-casual concepts are starting to take the
place of restaurants in hotels.
● CBD-infused drinks are appearing on beverage
menus.
● Lab-grown meats are starting to replace
ingredients, leapfrogging vegetarian/vegan
meals.
● Alcohol-free events will cater to the
sober-curious.
Every aspect of F&B is being
challenged
TRENDING

15. @danberger
Most events will be meatless
and many alcohol-free
@danberger
PREDICTION
Food may even be optional.

16. @danberger
Consumers are more concerned
about their personal data
#data DATA

17. @danberger
More than half of Americans think
Facebook will do more harm than
good
#data DATA

18. @danberger
Big Tech regulation is not a
political issue
#data
15% jump in 4 months
DATA

19. @danberger
Americans are spending more
time on digital media than ever
before
#screen-time DATA

20. @danberger
● GDPR-inspired regulation will be the global
norm.
● Device-free events will be welcomed and
enforced.
● Events will be the target of hackers and bad
actors.
● Some attendees will go badgeless or even
anonymous.
● Large events will have quarantine spaces.
Privacy standards will increase
TRENDING#data

21. @danberger@danberger
Attendees’ privacy
expectations will increase
PREDICTION

22. @danberger
Employers are embracing
remote work
#work DATA

23. @danberger
Freelancers are a growing part of
the economy
#work DATA

24. @danberger
● Pop-up coworking spaces will become the norm
in events.
● Hotels will offer coworking amenities as they
transform into lifestyle products.
● Internal events will be seen as a key tool to
engage remote workers.
● New meeting formats will be created to better
include a remote workforce.
Coworking is the new normal
TRENDING#work

25. @danberger
Planners will integrate
coworking and remote
attendance into their
programs
@danberger
PREDICTION

26. @danberger
Community events are growing
as people seek connectedness
Total Meetup.com Group joins per week
#event-types DATA
● Meetup hosted 250k meetups/month in 2019.

27. @danberger
Employee engagement is the key
to positive business outcomes
#employee-engagement DATA

28. @danberger
Events must balance inclusivity
and exclusivity
● HR is going to devote more resources for
employee events
● Employee events are going to be more important
than marketing events.
● Employers that provide event & meeting
planning training for their employees will do
better.
● Company events will be viewed as perks that win
in the war for talent.
● More platforms will emerge to help people
connect in the real world.
TRENDING

29. @danberger@danberger
Events that provide attendees a
sense of belonging will win
PREDICTION

30. @danberger
New digital supply channels for
group business emerge monthly
#distribution DATA

31. @danberger
● Suppliers will proactively reach out to well-suited
planners, thanks to better prospecting tools
(sales enablement).
● Hotels will introduce direct book for small groups.
● Untrained and misaligned sales reps will be
forced out.
● Hotels and venues will compete with
non-traditional event spaces.
● CVBs will measure economic impact as much, if
not more, than room nights.
● Hotel sales reps will be measured on outcomes.
Group business is growing in
complexity
TRENDING

32. @danberger
There will be more ways to
source groups & meetings
@danberger
PREDICTION

33. @danberger
Predictable physical work can be
replaced by machines
DATA#labor

34. @danberger
● Automation will give planners more time to be
creative.
● Simple proposals will be automated while more
robust ones will start costing money.
● Hotels and meeting planners will choose
consolidated event management platforms.
● Virtual site visits will augment in-person sites.
● Programs and attendee lists will be semi-
automated thanks to recommendation engines.
● Floor plans will be more effective thanks to machine
learning.
● Robots will replace certain hotel and event staff.
Technology is upgrading every
step in event planning
TRENDING

35. @danberger
Technology will augment the
way we plan for the better
@danberger
PREDICTION

36. @danberger
The middle class is growing
globally
DATA#macroeconomics

37. @danberger
● The growing global middle class means more
prospective attendees.
● Home-sharing will add new inventory in areas
with limited hotel supply.
● Driverless vehicles will unlock new destinations.
● Secondary markets will compete with traditional
ones.
● “Last mile” commuting vehicles will ease clogged
arteries during events.
New ways to travel will open up
new possibilities
TRENDING

38. @danberger
Events will be more accessible,
both in terms of attendance
and location
@danberger
PREDICTION

39. @danberger
There is a gap between what
businesses say and what
millennials believe
DATA#values

40. @danberger
● Every event will consider diversity & inclusion
from the planning committee to the program
itself.
● Organizations will take a strong stand on social
justice issues, impacting their programs.
● Leave no trace (“LNT”) will be an industry
standard.
New voices are entering the
industry
TRENDING

41. @danberger
The next generation’s values will
be reflected in the way we plan
@danberger
TREND

42. @danberger
● More last minute purchases means just-in-time
planning and supply chain management.
● Event insurance will be big business.
● Successful events will subcontract content from
specialized frenemies.
● Unconventional organizations will enter the
event planning business (eg LinkedIn).
● Most activations will be roaming, making
experiences less sequential and more fluid.
Staying relevant will be more
difficult
TRENDING

43. @danberger
Event organizers will need to be
more flexible than ever
@danberger
TREND

44. /end
dan@danjberger.com
@danberger