IACC released phase one of its second annual ‘Meeting Room of the Future’ white paper predicting the meeting rooms and spaces of the future and improving meeting dynamics.
According to the report, the meetings industry continues to evolve and expand at a rapid pace with younger generations becoming a larger part of the delegate pool. Released at MPI’s World Education Congress in Las Vegas, the report reveals how emerging technology and younger delegates are influencing the way we meet, with memorable individual experiences, interactive presentation and personal development becoming the critical factors for venues and meeting planners to consider.
In 2017, the adoption and use of new technology, the physical design of meeting and networking spaces and the greater emphasis on experience creation have sparked a shift in meeting planner objectives and goals. The report points out that in pursuit of creating memorable experiences, meeting planners are looking to create more personalised experience for delegates by:
Despite appreciating the importance of creating memorable and larger than life experiences for delegates, meeting planner budgets appear to be tightening. As compared to five years ago, meeting planners observe a change in the objectives of meetings they plan today, with 28 percent indicating an increased emphasis on providing accurate financial ROI measurements and “doing more with less” budgets. Meeting planners are more critically assessing meeting venues and elements that provide high impact experiences as they seek to enhance their ROI.
The desire continues to manifest for a more personal meeting experience which offers delegates more time for creative thinking, networking and collaboration. The role of interactive technology is driving a more flexible approach to meeting attendance and the content and style of presentation. Linked to this is an increased appetite for outdoor space to be integrated into meeting itineraries, with many venues investing heavily in enhancing their surroundings to cater for this desire, offering something unique and different for clients. The ease of integrating technology continues to be a critical factor in selecting a venue as shown by:
Looking forward, venues should consider themselves curators of exceptional experiences and offer more advice and services in addition to the typical venue elements. There will be a greater importance given to the destination or venue setting, in terms of what it can do to support the off-site activities which are needed. Planners may look to outsource further in these areas as events become multi-dimensional.
The report brings together insights from 180 global IACC members, meeting planners and industry experts, and provides valued, in-depth findings on the evolving industry. Download the full copy here. The second half of the Meeting Room of the Future white paper will be launching at IMEX America in Las Vegas on October 10, 2017 and will report on trends and opinions as seen by IACC venues and committed industry suppliers.
Article code: 4121
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