Research and White Papers
IMEX America, CEOs Predict Top 10 Meeting Trends for 2011
December 20, 2010
In advance of its debut, IMEX America — taking place Oct. 11-13, 2011, in Las Vegas — has surveyed a sampling of meetings industry CEOs to answer the question: What will be next year's top meeting trends?
Among those who participated in the so-called "predictions survey" were John Graham, president and CEO of ASAE; Bruce MacMillan, president and CEO of Meeting Professionals International (MPI); Chris White, chairman and CEO of Global Events Partners; Christine Duffy, president and CEO of Maritz Travel; and Ray Bloom, chairman of the IMEX Group.
Their predictions for the top meeting trends of 2011:
• Growth Will Be Spurred By Select Client Industries: Leading meetings growth next year will be meetings in select industries — including the pharma, technology, sports and service industries — and in select destinations: namely Asia and Brazil.
• Going Green Will Get More Formal and Vocal: More groups will embrace green meetings next year, and many will put their green/CSR event policies in writing.
• Natural and Shared Resources Will Be "In" ... Waste Out: Use of natural, recyclable and biodegradable materials like hemp and corn-based "plastics" will grow at events, which will use them for everything from booth carpeting, bags and utensils to badges and lanyards. Also, shared resources like public transportation and bulk dispensers for condiments and toiletries will grow in popularity.
• "Locavore" Dining Will Bring It Home: Event planners' clients will increasingly demand local, organic and seasonal produce for foodservice at shows and events.
• Technologies Like Holograms Will Be in the Cards and Hybrid Elements Will Become More Seamless: Thanks to technologies like TelePresence and Eyeliner, hologram technology is expected to become more mainstream as a means of accessing global experts and speakers. Meanwhile, events will continue to blend virtual and live meeting elements in order to enrich and extend face-to-face gatherings.
• Social Media Use Will Get More Strategic and Personal: Event marketers will transition from mass social media canvassing to personalized social media outreach in order to create two-way conversations around specific events.
• Mobile Meeting Apps Will Continue to Grow But So Will Integration: The use of apps before, during and after meetings will continue as meeting organizers find ways to integrate them sensibly and strategically into event programs.
• Short-Term Bookings Will Continue to Set the Pace: U.S. companies will continue to wait until the last minute to book meetings and events in hopes of securing discounts — even if it means sacrificing choice.
• Incentive Travel Will Be Back: Incentive travel will make a comeback next year as an effective way to reward and retain top performers, although budgets will remain low.
• Events Will Leave a Positive Community Legacy Behind: More shows and their attendees will engage with their host communities by providing donations, volunteers and fundraising.
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