The German Convention Bureau(GCB) has made a number of predictions on what it sees as key factors affecting for the 2013 meetings industry. The GCB thinks that world economies will continue to fluctuate and that service, knowledge, expertise and know-how will become even more of a commodity when marketing destinations and those seeking value. The German Convention Bureau (GCB) represents and markets Germany as a destination for conventions, meetings, events and incentives both on a national and international scale. Industry will be focused on Knowledge
Destinations promoting themselves to the meetings and event industry will even further leverage their local expertise, excellence of infrastructure and information to attract and retain clients. Meeting planners will continue to link meetings and events with their organization or client’s sphere of interest through access to highly respected companies, research institutes, initiatives and opinion-leaders. Value adding will also be via valuable contacts, synergies in expertise between a destination and meeting delegates, where there are opportunity for educational visits, on-strategy activities, educational speakers, and sponsorship relationships.
Move to Smaller Meetings
While the number of large meetings continues to decrease, small meetings are on the rise, as evidenced in multiple studies on the meetings industry. Suppliers in particular will learn to better appreciate smaller meetings as a great reputation builder. Focused, efficient meetings when executed with professionalism will be a draw for future meetings business and may lead to large scale business in the future.
While personal contact has always been a key factor, it will become even more important to relate personally and effectively to those either directly related o your project or field. Mass marketing and generalization is not acceptable as businesses need to provide evidence based reporting. Even in the faster paced business world and shrinking lead times, personal contact and responses with be more effective in building business relationships by discovering the client’s true needs and core business goals. This will be true for destinations and venues seeking to market their products. Also expect some providers to try and build a little more flexibility into their offer response deadlines.
Sustainability and Eco solutions
Sustain ability in meetings continues to be a major point of awareness and effort as seen in events like IMEX in Frankfurt and IMEX America. Recycling, reduced paper and resource use, and greener catering were all steps towards more sustainable meetings.
The GCB see more attention to Green IT as computers, smart phones, tablets, and servers during and after meetings and events and their use of energy generated from coal or nuclear power that in turn creates other environmental concerns will become a bigger factor.
Return on Investment
The GBC see that Vale and ROI will become even greater factors both within the economy as a whole and the meetings industry in particular. Cost will again remain a key decision factor when choosing an event location in 2013. While some destinations can offer cost advantages through friendly tax and VAT arrangements, cities, regions, and countries, destinations competing for events and meetings will begin to compete at the level of quality, and well run and highly accessible transportation infrastructures.