Fulfilling Meeting Objectives By all measures, the global meetings industry is projected to continue its path towards full recovery. MPI’s Meetings Outlook Spring 2023 found that four in five meeting and event professionals expect favourable business conditions over the next year. Northstar’s and Cvent’s Meetings Industry Pulse Survey from April 2023 found optimism among planners remains high. Many are still experiencing a backlog in rescheduled pre-pandemic events and there is currently high demand and competition for available venues. According to MPI’s Q2 2023 Meetings Outlook research, more than 80% of meeting professional project positive business conditions in the next 12 months and nearly 85% predict increasing attendance in that same timeframe. Now is certainly a dynamic time for meeting planners and venues alike. So, what are planners prioritising in the venues they are considering? We asked meeting planners the most important elements of events as they relate to their value in supporting their meeting objectives. Consistent with findings from 2019, the educational content of a meeting and the opportunity to connect and network with peers are the two greatest priorities. Interestingly, the physical characteristics of the venue and access to local authentic experiences rose in importance, up to third and fourth place from fourth and sixth respectively. This points to a recurring theme throughout this report – experience creation is key.
“We are seeing an increasing need for more bespoke meeting experiences,
capturing local and cultural nuisances”. —Neil Gardener, Division President of Flik Hospitality Group who operates a portfolio of conference hotels and venues
According to MPI’s VP of Education Jessie States, the advent of digital technology accelerated several monumental industry shifts, including a change in the reasons why organizations bring people together in-person, and the elements that compel people’s desire to attend.
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