The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends

#MPIMICHAPTER
The Evolving Reality of Meetings and Hospitality
Dan Berger
Social Tables
December 7, 2016
A deep dive into meeting design and other industry trends

Audience-Presenter Agreement
● Questions are welcome any time.
● Find me on social media: @danberger #MPIMIChapter
● Take as many photos and share as you please.
● You’re free to leave any time.

@danberger | #MPIMICHAPTER
Who Am I?

I am a participant.
I am a planner.
I am a supplier.

Over 1.5 billion sq. ft. of event space
Over 1.3 million events created
Over 150 million attendees impacted
4,300 customers

I am a participant.
I am a planner.
I am a believer.
I am a supplier.

A world where face-to-face events
achieve great things.

● A Briefer on Meeting Design
a. Define meeting design and explain why it’s important to our
profession.
b. Learn frameworks to evaluate your current programs.
c. Apply new design concepts to transform your experiences.
● A Glimpse Into the Future of Events and Hospitality
a. Visit predictions that will impact our meetings in 2026
2 in 1

A Briefer on Meeting Design

Design tells
a story.

Design sends
a message.

Design changes
behavior.

“If you don’t
think about
design,
someone will
think about
design for you.”

● The meaning of “meeting design” is not
agreed upon.
● The term “meeting design” is not
widely used.
● There is a lack of popularly accepted
frameworks and tools.
The Problem with Meeting Design
MPI report on Meeting Design, 2013

Meeting Design is Everything and Everywhere
● The design of the organization’s overall event strategy.
● The design of your meeting’s theme.
● The design of the attendee journey.
● The design of the program.
● The design of each breakout room.
● The design of each tabletop.

How do you define
meeting design?

“The purposeful
shaping of both the
form and the
content of a
meeting to deliver
on crucial business
objectives.”

Manage
Comm.
Plan
Source
Strategize
Data
Mission
Technology
Technology
Project
Management
SchedulingTransportation Housing
Surveys
Badges,
Check-in, etc
Marketing
Design
Reg Social
Reports
Measure
Logistics
The
Meeting
Planning
Process
Pyramid
(c) Social Tables, 2014-2016
Site Selection

The Opportunity of Meeting Design
“[Meeting design presents] one of the
few opportunities to enable meeting
professionals to do more with less...
to reduce costs and increase value.”

The Urgency for Meeting Design
Automation Outsourcing Expectations Competition

“The meetings manager is
now far more than an event
planner. She now plays a
strategic role in the livelihood
of the organization, bolstering
its current conferences and
other events while finding
ways to innovate future ones.
Say hello to the new strategic
meetings manager.”
2014

The Tools

1. Identify your
stakeholders.
2. Map out their
influence and
interest.
StakeholderAnalysis
Source: http://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvement/identify-stakeholders/main

PurposeIdentification
Source: Marriott’s Meeting Imagined

1. Identify attendee
persona.
2. Simulate their
experience from
cradle to grave or
survey them.
Extending
Exiting
Engaging
Experiencing
Entering
Arriving
Anticipating
Attracting
Announcing
JourneyMapping
Source: The 8 Phases of a Successful Event, Maritz

Setting Up a Design Intervention
1. Select a stakeholder (e.g. client).
2. Translate stakeholder’s needs into objectives (e.g. connection =>
networking)
3. Select a phase (e.g. before, during, or after)
4. Select a classification and element...
a. Programmatic - Destination, agenda, time...
b. Conceptual - Format, room layout...
c. Human - Facilitators, entertainers, emcees, speakers...
d. Artistic - Color, decor...
e. Technical - A/V, staging, furniture...
5. Develop design interventions.
MPI report on Meeting Design, 2013; The Meeting Architect’s Manifesto; Social Tables

● Need: Reconnect with old friends.
● Objective: Network
● Phase: During
● Classification: Programmatic
● Element: Initial introductions
● Intervention: Place old yearbooks at each table
Example: Attending a wedding as a childhood friend

Alternatives and Innovation in
Room Layouts

“
Room set is extremely
important to the success of
a meeting, and a serious
responsibility for the
meeting professional to
manage.
- Convention Industry Council Manual

The Form:
The General Session

Best Practices for the General Session
FlaredAisles
Access Lanes
Long Side Setup
Angled Seats
Curved Rows
45°Aisle
Source: Radde, Paul. Seating Matters.

The Form:
Open Spaces

“Spaces designed to
promote
communication
increase the
likelihood of
collisions... more
collisions create
positive outcomes.”
C2 Montreal (Arsenal)
Source: Workspaces That Move People, Harvard Business Review

The Key Elements of Successful Communication
1. Exploration - Interacting with people in many
other social groups.
2. Engagement - Interacting with people within your
social group.
3. Energy - Interacting with more people overall.
Source: Workspaces That Move People, Harvard Business Review

PCMA Convening Leaders 2014 (Navy Pier, Chicago)
Functional Art Installations

Booths as Art Installations
Freeman booth at IAEE Expo! Expo! 2014

American Express Global Business Travel booth at GBTA 2015
Booths as Museum Exhibits

Sapphire Now (Orange County Convention Center, Orlando)
The Downtown

Innovation Zones

The Campus

One Takeaway
“If you don’t think about design,
someone will think about design
for you.”

Reflections on Technology’s Impact

open_discussion
How has technology
changed meetings and
events since you first started
working in the industry?

11 ways technology has changed
meetings and events.

Information Symmetry
Planners rely on their networks and online
research to learn about destinations before
speaking to sales reps.
Information Asymmetry
Planners used to rely on hotel sales
professionals for research and information.
Pre-Event: Destination Sourcing

Pre-Event: Event Marketing
Permission Marketing
Marketers deliver anticipated, personal, and
relevant messages to people who actually want
to get them thanks to new advertising
technology.
Traditional Marketing
Marketers used to buy email lists, mail
invitations, and add everyone to their
newsletters.

Pre-Event: Networking
Online
Participants have access to fellow attendees and
technology matches people thanks to
algorithms.
On Site
People let serendipity and networking sessions
do all of the work.

An Afterthought
There was no real software built for planners or
event goers.
Integrated
Planners think about what objectives they are
trying to achieve and use the technology that fits
best.
Pre-Event: Technology

Online Collaboration
Information is centralized online for efficient
stakeholder communication.
Offline Redundancy
Back-and-forth calls, emails, and faxes to
coordinate events and communicate changes.
Pre-Event: Working Together

During-Event: Educating Attendees
Participants
Speakers have a dialogue with participants. They
use technology to engage them and apply adult
learning best practices.
Attendees
Presenters spoke at attendees.

During-Event: Physically Attending
Attending in the Flesh
The only way to attend an event was to
physically be there.
Virtual Attendance
Live-streaming is free and is used to build future
attendance.

During-Event: Disseminating Information
The Mobile App
Real-time information is distributed digitally
through an app, social, and email.
The Event Guide
Information, including the schedule and attendee
list, was distributed through physical collateral.

Continuous and Regular Feedback
Attendees provide feedback real-time through
social media channels/surveys and planners
react accordingly.
One-time Evaluations
Attendees would complete a survey at the end
of a meeting.
During-Event: Feedback

Post-Event: Event Lifespan
Events were Finite
The life of an event spanned was limited to its
allocated time.
Events are Evergreen
The lifespan of an event extends past its
allocated time. People connect and share online
afterwards.

Post-Event: Event ROI
ROI is Measurable
Events are considered a marketing product.
Their impact can be measured thanks to
software and hardware products.
ROI was an Unknown
Event and meeting spending went into a
marketing black hole.

Post-Event: Sharing Information
Information is Shared
Content is distributed far and wide by speakers.
It is amplified by participants through live
tweeting, live streaming, and social media
posting.
Information was Withheld
Content was held closely by speakers.

Industry Predictions for the Next
Decade

Disclaimer:
Thought-provoking
Slides Ahead!

1. Software is eating the world.
2. Technology is seamlessly integrating into our lives.
3. Face-to-face is more valuable.
4. Organizations are spending more money on meetings/events.
5. The middle class is growing... from 1.8 billion in 2009 to 4.9 billion by
2030.
6. The hospitality industry is more focused on profits than ever.
The Trends That Feed My Predictions

“Second tier” cities will become
premier destinations.

The room block will play second fiddle to
economic impact.

The Annual Meeting will become endangered.

The hospitality industry will be
more profitable than ever.

More events, with bigger budgets.

The industry processes we
know today will be
obliterated.

Coordinating event logistics
will be automated.

Event apps will no longer exists.

Group business will be booked
mostly online.

Content will be curated by
software.

Our industry will be embrace
transparency.

Everything planners need will
be available on-demand.

Serendipity will be less successful
than algorithms.

We won’t be able to tell the difference
between real and virtual events.

Robots will setup and teardown rooms.

Complex productions will be easier to organize.

A.I. will make events better for everyone.

Technology will be an integrated part
of the convention service team’s
offerings.

Hotels will do mostly group
business.

Hotel sales people will
become meeting consultants.

More event professionals will report to CEOs

A governing body for the
meetings industry will emerge.

The “Golden Age of Travel” will continue.

Thank you!
email: dan@socialtables.com
twitter: @danberger
snapchat: danjberger
If you want the slides, give me a business card!

The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (11)

Similaire à The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends

Similaire à The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends (20)

Plus de Social Tables

Plus de Social Tables (10)

Dernier

Dernier (20)

The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends