In 2011, as in 2010, interactive technology and sustainability will be among the top drivers of meetings and events, according to Orlando-based meetings management firm Publicis Meetings USA (PMUSA), which this week released its predictions for the top meetings trends of 2011.
"Technological advances continue to be increasingly important and are leading to more requests for customization and interactivity in meetings and events," said PCMA Managing Director and Vice President of Meeting Services Karen Young. "We expect technology to be at the core of several trends in the meetings industry in 2011."
All told, PMUSA identified six meetings industry trends for the coming year, including:
• Customizable Mobile Apps: In addition to audience response software like VisionTree and Spotme, PMUSA reports an increase in the use of mobile apps for individual events and programs, which it says can help event organizers "communicate with attendees before and during the meeting" with itinerary, maps and breaking-news announcements. Also, PMUSA "expects customized lead generation and comprehensive registration tracking and reporting to become more prevalent through the use of barcode scanning and RFID."
• Hybrid Meetings: PMUSA forecasts a growth "hybrid" meetings, or meetings that have both face-to-face and virtual components. "Incorporating technology, such as live broadcasts and video streaming, allows clients to conduct and attend meetings from a remote location," Young said. "The cost savings is a major factor in this trend, along with the importance of a meeting's environmental responsibility."
• Comprehensive Green Meetings: Although green events have been growing in popularity for the last several years, PMUSA predicts that they'll become "comprehensive" in 2011. "It's not enough to simply select LEED-certified destinations and use recyclable products," Young said. "Increasingly, clients are expecting every aspect of a meeting to include an environmental component, from biodiesel vehicles and biodegradable materials to the use of locally sourced food and reusable plants for centerpieces in lieu of cut flowers."
• Social Media Interaction: PMUSA forecasts continued growth in the use of social networks like Facebook, Twitter and LinkedIn to market meetings and events, communicate with meeting attendees, and connect planners and clients during the meeting planning process.
• Corporate Social Responsibility: In 2011, more meetings will have CSR components, PMUSA predicts. "Many of the companies we work with are incorporating CSR community service outings in lieu of or in addition to standard tours," Young said. "Another popular trend is incorporating CSR into a team-building event."
• Luxury Meetings Recover: While 2009 and 2010 were about modesty and frugality, 2011 will see a gradual return of meetings to high-end resorts, according to PMUSA, which reports growing interest in luxury venues from its clients.
For more information about PMUSA, which is part of the Publicis Groupe's MS&L Group, visit
www.PublicisMeetingsUSA.com.