“The value proposition for in-person meetings has seen a seismic shift. If stakeholders and participants can accomplish goals and objectives in digital environments, they should. That means the very purpose of coming together has changed. In-person events use engagement to solve problems, strengthen relationships, evolve thinking, apply learning and drive change, all in measurable and meaningful ways. By its very nature, an in-person event should be very hard if not impossible to replicate in a digital environment.” A U.S.-based meeting planner believes this is due to more “people working remotely and wanting to create connections.” With this dramatic shift in working practices, human connection and meaningful travel are more important than ever. Post-pandemic, attendees are seeking unforgettable experiences in venues and destinations with the “wow factor”.
Figure 1: Most important aspects of meetings in support of meeting objectives
65%
Education / Content / Topics
Networking with colleagues from attending the same event Destination value and access to local authentic experiences Venue physical characteristics
52%
36%
34%
30% 30%
Networking with delegates from other events in the same venue Others Business connections Technology that fosters collaboration and connection with delegates Social or team development activities
28%
17%
7%
2%
“The lower demand for technologies that foster collaboration may be explained by a desire to foster highly personal interactions after a period of conference call based polls and Q&A sessions. When we are in the room together, this is possible.” —Mark Cooper, CEO of IACC
These priorities are mostly consistent for planners worldwide, with the education/ content/topic of an event the top priority in all regions.
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