CMP Conclave - Where Meetings and Events are Going - Dan Berger

11/17/18
Where Meetings & Events Are Going:
Using Trends to Predict the Future
of Our Industry
Dan Berger
CEO, Social Tables

@danberger | #CMPConclave2018
Audience-Presenter Agreement
● ⏳ Leave at any time.
● 👋 I’m @danberger,
you are #CMPConclave2018.
● 📷 Steal everything.
● 🙋🏻 Participation encouraged at all times.

@danberger @socialtables | #WEC18
I’m a planner.
I’m a supplier.
I’m a believer.
I’m a participant.

We are connecting the hospitality
industry through group
management solutions
that create successful
face-to-face events.

● Founded in Washington, D.C. in 2011
● Raised $22.6mm from top-tier venture capital firms
● Acquired by Cvent in October 2018
● 110 employees
● 60+ awards and recognitions
● 5,000+ customers
● 250,000 planners
About Social Tables

6
Social Tables Supplier by the Numbers
4 billion
Square Feet
4 million
Events Planned
250k
Bookable Spaces
13,000
Unique Properties

A sales, marketing, and operations platform for GM&E.
We streamline operations and increase revenues.
Diagramming
Sales & Catering
Seating
1
2
3

Learning Objectives
1. Identify three GM&E macro trends.
2. Understand the data behind what is driving these trends.
3. Understand the implications of these trends on industry
stakeholders.

OBSERVATION 1:
The value of face-to-face is
growing
We spend more time digitally; hotels are
making more money from group

The face-to-face time we have has been decreasing YoY

So, meetings and events should
also be declining, right?
Not so fast!

Group spend at hotels has increased

What does this mean for hotel owners?
● They will need to better understand our industry.
● They will invest more in their GM&E products.
● They will rely on a higher group mix to drive profits.
● They will raise the floor on group demand to maximize
compression.

OBSERVATION 2:
GM&E demand is growing
New type of events, more events, more
participants, and bigger budgets

The number of community events has grown
exponentially
Total Meetup Group joins per week

•Weddings
•Mitzvahs
•Reunions
•Birthdays
•Meetups
•Affinity Groups
•Sports
•Military
•Education
•Religious
•Fraternal
•Meetings
•Incentives
•Corporate
•Exhibits
MICE SMERF
SocialCommunity

What does this mean for participants?
● They will have more choices in the market.
● They will be able to attend more events as prices go down.

Planners report increasing attendance and budgets YoY
PercentChange

Both the number of meetings and the number of
participants have increased YoY

Meeting budgets have increased YoY

What does this mean for planners?
● Their events will face more competitive threats.
● They face higher participant expectations.
● They face higher client expectations.
● Their job complexity continues to increase.

OBSERVATION 3:
GM&E supply is growing
More sleeping rooms, new lodging options,
and alternative venues

Hotel sleeping room supply continues to increase

Homesharing has added net new room inventory

What does this mean for CVBs?
● CVBs will communicate destination benefits in terms of
total sleeping rooms (hotel + homesharing).
● CVBs will have sales targets that include both.
● CVBs will be funded by homesharing via taxes similar to
those of hotels.

Alternative venues have entered the supply market,
presenting new options for meetings/events
ANYWHERE

What does this mean for hotels?
● They will need to consider group when evaluating
distribution strategies.
● They now compete with virtually any place that can hold
an event.

What does this mean for planners?
● They will have more venue options for their events.
● Their job doing sourcing will be even more complicated.

More meetings & events,
taking place in new
venues, that have bigger
budgets and more
participants who have
more lodging options.

● Free diagramming for
planners
● Free floor plan search engine
at search.socialtables.com
● Free meeting planning app on
the App Store
Free tools for planners

Dan Berger
dan@socialtables.com

CMP Conclave - Where Meetings and Events are Going - Dan Berger

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