Report Launch May 23rd – 24th 2012 Rohit Talwar CEO - Fast Future Research

Report Launch
May 23rd – 24th 2012
Rohit Talwar CEO - Fast Future Research
www.fastfuture.com rohit@fastfuture.com Twitter @fastfuture

Contents

• Presentation p. 3
• About Fast Future p. 47
• Image Sources p. 57

The Power of 10 Study
• Commemorate 10th anniversary of IMEX in Frankfurt
• Explore the future of the global industry over the next decade
• Identify key developments over the last ten years
• Interviews with over 100 industry leaders and future thinkers
• Desk research
• Student essay competition
• Global survey - 765 respondents, 68 countries, six continents
• Sponsors - the Imex Group, Fast Future Research, the
German Convention Bureau (GCB), Messe Frankfurt, CPO
Hanser and the Frankfurt Tourist Office.

Which region are you based in?

South America 3%

North America 27%

Middle East 2%

Europe 51%

Australasia 5%

Asia 10%

Africa 3%

0% 10% 20% 30% 40% 50% 60%

What's your country of residence?

25%
22%
20%

15%
12%
10% 9%

5% 5%
5%

0%
USA UK Germany Australia India

What key developments have had the greatest impact in
shaping the meetings industry globally over the last decade?

Global Financial Crisis (GFC) The internet – changing
and economic uncertainty 2007-12 buyer-supplier relationships

The internet – transforming pre- Rising delegate expectations –
and post-event engagement use of time, quality, content, ROI

What external trends and developments could have the
greatest impact on the sector globally over the next decade?

Global economic Improved quality and cost of technology
uncertainty / instability alternatives to live meetings

Shorter / faster Growing Asian political / economic influence
business cycles

‘Future Proofed’ Organisations
Work on 3 Horizons in Parallel

1-12 Months 1-3 Years 4-10+ Years

Operational Drive for Creating
Excellence Growth the Future

Choosing a Future

Markets Capability Mindset
and and and
Models Technology Behaviour

To reduce vulnerability to economic cycles, the industry must
demonstrate tangible return on investment for event owners,
delegates, sponsors, exhibitors and other key stakeholders

60%
50%
40%
30%
20%
10%
0%
Strongly Agree Slightly Slightly Disagree Strongly
670 respondents Agree Agree Disagree Disagree

The biggest challenge for the business events sector over the next
decade is proving it is a vital contributor to economic development
and the knowledge economy and not just a branch of tourism

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Event Revenues – What key revenue generation tactics will
be used by associations and commercial event owners?

Learning from sectors like The event as a year
sport on attracting round revenue generation
sponsors and exhibitors platform

Premium pricing options within an event

Cost Control – What key tactics will event owners
adopt to reduce financial risks?

Closing unprofitable Running shorter events
meetings

Risk and reward sharing Co-location of events to share cost

The key strategic challenge for associations and commercial event
owners over the next decade is to turn their events into platforms
for year round engagement and revenue generation

50%

40%

30%

20%

10%

0%
423 respondents Strongly Agree Slightly Slightly Disagree Strongly
Agree Agree Disagree Disagree

The Future Event Experience – Key Priorities of Survey Respondents

76% ROI

59% Personalisation

51% Interactive Learning

Future
Delegate
Expectations

61% Cost Reduction 48% Pre/Post-Engagement
Event Desired
54% Quality & Novelty Design Future 48% 15-20 Min ‘TED’ Talks
Priorities Innovations
43% Shorter Lead Times 41% Delegate Led Content
Design of the
Learning
Experience

59% Build Delegate Insight

55% Deepen Dialogue

52% Tailored Speeches

Future Delegate Expectations – What key delegate needs and
expectations will drive event design over the next decade?

Return on time investment – a more Personalization – enabling me to tailor the
tangible ROI, applicable insights and experience to my needs and learning styles
'take aways'

Greater emphasis on interactive learning
experiences

Event Innovation – What innovations would you most like to
see in event design over the next 10 years?

Serious pre- and post- Growing use of ‘TED-style’
event engagement 15-20 minute presentations

More delegate-led content creation Events as a showcase for new
learning experiences

Event Design – Over the next decade what priorities will
drive the event design process for event owners?

Cost reduction Delegate expectations
for quality and novelty

Shortened planning and Increased focus on learning
execution cycles and interaction

Event Learning - Over the next decade what key changes are
most likely in the design of the learning experience?

Investment in understanding Encouraging deeper dialogue
delegate needs and intentions

Less general keynotes Accommodating multiple learning styles

Corporate Events – What will the key drivers be in the
design of corporate events over the next decade?

Multiple goals e.g. motivation, Experimentation with new formats to
education, external relationship accelerate learning, creativity and change
building and PR

Use of events to build brand identity
and develop ‘sticky’ customer and
partner relationships

Association Events – What will the key drivers be in the
design of association events over the next decade?

Event as a platform to bring
new ideas to members

Experimentation with
Personalisation of the
new pricing models
delegate experience

Merger of events

Knowledge Management – What key tactics will be adopted to
maximise the value of knowledge exchange through events?

Knowledge portals to capture Detailed briefing of speakers
generated content

Use of events to connect online and Use of events to create new
offline knowledge communities knowledge networks

Technology - Which technology developments do you expect to
have the biggest impact on live events over the next decade?

Mobile apps to connect,
interact and share
knowledge

Free Wi-Fi Streaming video to remote audiences

Social Media – What are the key ways you expect social
media to be used in business events over the next decade?

Pre-event targeting, marketing, Provide instant delegate
communication feedback on sessions

Use of social review sites to raise the Encourage community engagement
event profile and attract delegates before, during and after the event

In a decade, the most important roles for live events will be
the event designer, learning architect and digital strategist

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

A decade from now, event owners, agencies and venues will be
differentiated by the quality of tools they provide for knowledge
capture, dissemination and measurement of learner outcomes

50%

40%

30%

20%

10%

0%

Venues – What are the critical development priorities for
meeting venues over the next decade?

Stay up to date with new and
emerging technologies

Identify new Develop flexible service
markets e.g. emerging offerings
industry sectors,
professions and
associations

Increase the flexibility of
meeting spaces

Hotels – Over the next decade, what are the critical
priorities for hotels serving the meetings sector?

Increasing the flexibility of
meeting spaces and public
areas

Ensuring block room
Developing new business
booking prices are
models
competitive

Offer competitive technology
solutions

CVBs – What are the key priorities for convention
bureaus over the next decade?

Increase the quality and
Adopt a multi-channel Create tools and services to
range of support offered to
approach to promoting the assist delegates when
event owners and meeting
destination visiting the destination
planners

Event Agencies – Over the next decade, what are the key priorities
for the agencies involved in different aspects of event delivery?

Provide strong proof of Launch innovative new
return on investment products and services

Develop and retain top talent Aligning with the client’s
longer term strategy

What are the key priorities for those providing professional
support to the industry over the next decade?

Introduce challenging ideas Help the industry enhance
and approaches its entire ‘value chain’

Help the industry find Help professionalize
strategic solutions capability and practice

Industry Development – What do you see as the key priorities
for the development of the live business events industry as a
whole over the next decade?

Increase the level and quality of strategic Positioning the industry as an engine of
thinking and long term planning economic development

Proving the long term and broader Professionalizing the industry
economic impact of meetings

Associations – What are the critical priorities for meetings
industry associations at a national, regional and global level?

Position the industry as a key Drive up levels of quality and
enabler of the knowledge economy professionalism across the industry

Scan future trends and developments Evolve from ‘platforms for information’
to ‘platforms for interaction’

The most successful meetings industry associations over the next
decade will be those that are highly effective in driving member
adoption of long term thinking, encouraging innovation and
introducing new business models

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Meetings Industry Scenarios

Long Term Strategic Development

Pockets of Opportunity
Hope Fulfilled
Slow and Rapid and
Change Appetite
Incremental Transformational

Comfort in
Treadmill
Chaos
Short Term Operational Delivery

Management Focus

1. Evolving a Distinctive
Industry Persona

2. Establishing Universal
Economic Impact Models

3. Proving Relevance and Value

4. Thinking and Acting Strategically

5. Nurturing Agility and Flexibility

6. Personalizing and Deepening the
Learning Experience

7. Experimenting with Business
Models and Revenue Streams

8. Adopting Value Chain Thinking

9. Acquiring, Retaining and Developing
Talent and Embracing Diversity

10. Developing Tomorrow’s
Leaders and Managers

Fast Future –
Core Services
• Live Events - Speeches, briefings and workshops for executive
management and boards of governments, investment funds,
development agencies , companies, airlines, airports, hotels, venues,
CVB’s and associations
• Future Insights - Customised research on emerging trends, future
scenarios, technologies and new markets
• Immersion - ‘Deep dives’ on future trends, market developments,
emerging issues and technology advances
• Strategy - Development of strategies and business plans
• Innovation - Creation of business models and innovation plans
• Engagement - Consultancy and workshop facilitation

Fast Future
• Research, consulting, speaking, leadership
• 5-20 year horizon - focus on ideas, developments, people, trends
and forces shaping the future
• Clients
– Industry Associations – ICCA, ASAE, PCMA, MPI
– Corporates - GE, Nokia, Pepsi, IBM, Intel, Samsung, GSK,
SAP, Orange, O2, E&Y, KPMG, Amadeus, Sabre, Travelport,
Travelex, ING, Santander, Barclays, Citibank, DeutscheBank
– Governments - Dubai, Finland, Nigeria, Singapore, UK, US
– Convention Bureaus – Seoul, Sydney, London, San Francisco,
Toronto, Abu Dhabi, Durban, Athens, Slovenia, Copenhagen
– Convention Centres – Melbourne,
Adelaide, Qatar, QEIICC
– Hotels - Accor Group, Preferred,
– Intercontinental
– Congrex, Kenes
– Aeroports de Paris / Schiphol Group

Hotels 2020 – Objectives
• Identify key drivers of change
for the globally branded hotel
sector over the next decade
• Examine the implications for:
 Hotel strategy
 Brand portfolio
 Business models
 Customer targeting
 Innovation

Convention 2020
• Global strategic foresight study to help the meetings industry prepare for
the decade ahead - Industry-wide sponsors
• Multiple outputs Nov 2009 – December 2011
• Current studies on future strategies for venues and destinations

Rohit Talwar
• Global futurist and founder of Fast Future Research.
• Award winning speaker on future insights and strategic
innovation – addressing leadership audiences in 40 countries on
5 continents
• Author of Designing Your Future – Published 08/2008
• Profiled by UK’s Independent Newspaper as one of the Top 10
Global Future Thinkers
• Led futures research, scenario planning and strategic
consultancy projects for clients in telecommunications,
technology, pharmaceuticals, banking, travel and tourism,
environment, food and government sectors
• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De
Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,
ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,
OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,
Siemens, Symbian, Yell , numerous international associations
and governments agencies in the US, UK, Finland, Dubai,
Nigeria, Saudi Arabia and Singapore.
• To receive Fast Future’s newsletters please email
rohit@fastfuture.com

Designing Your Future
Key Trends, Challenges and Choices
• 50 key trends
• 100 emerging trends
• 10 major patterns of change
• Key challenges and choices for
leaders
• Strategic decision making framework
• Scenarios for 2012
• Key futures tools and techniques
• Published August 2008
• Price £49.95 / €54.95/ $69.95
• Email invoice request to
rohit@fastfuture.com

Our Services
Bespoke research; Identification &
Analysis of Future Trends, Drivers &
Shocks
Public Speaking, In-
Company Briefings, Accelerated Scenario
Seminars and Planning, Timelining &
Workshops Future Mapping

Personal Futuring for
Leaders and Leadership Expert Consultations &
Teams Futures Think Tanks

Identification of
Design & Facilitation of Opportunities for
Innovation, Incubation Innovation and Strategic
& Venturing
Programmes Strategy Creation & Investment
Development of
Implementation
Roadmaps

Example Projects
• Public and private client research e.g. :
– Convention 2020 – the Future of Business Events
– Future Convention Cities Initiative – Maximising Long-term Economic Impact of Events
– One Step Beyond – Future trends and challenges for the events industry
– Hotels 2020: Beyond Segmentation – Future Hotel Strategies
– The Future of Travel and Tourism in the Middle East – a Vision to 2020
– Future of Travel and Tourism Investment in Saudi Arabia
– Aviation and Airports e.g. Aviation 2030
– Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030
– Scenarios for the global economy for 2030 and the implications for migration
– Designing Your Future (Published August 2008) – book written for the American Society of
Association Executives & The Center for Association Leadership
– Global Economies – e.g. The Future of China – the Path to 2020
– The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers
– Winning in India and China
• Strategic advice to industry players
• Confidential advisory and coaching services to CEOs and top teams
• Public speaking at public conferences and in-company events
• Future thinking workshops and retreats

Future Convention Cities Initiative
• Cities that want to be at the leading edge of delivering business events
• Focus on maximising long term economic benefit of events
• Research, sharing of expertise and best practices
• Meet four time a year
• Initiated and co-ordinated by Fast Future

Image Sources p.1
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http://www.dawesav.com/home/video-conferencing/20697
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Report Launch May 23rd – 24th 2012 Rohit Talwar CEO - Fast Future Research

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Report Launch May 23rd – 24th 2012 Rohit Talwar CEO - Fast Future Research