Personalisation, SMM and the 'un-conference' among future meetings trends

Meetings experts revealed key trends that will affect the future of Europe's events industry at MPI's EMEC 2014 today (25 February).

Personalisation, SMM and the 'un-conference' among future meetings trends
Personalisation, SMM and the 'un-conference' among future meetings trends

Jackie Mulligan, a principal lecturer at Leeds Metropolitan University, shared insight into how the meetings industry will look in 2030 and beyond during a panel session at EMEC 2014.

Mulligan said: "There are a lot of trends that counter each other because of the turbulent transitional time we’re in. Research into the future helps people to look at the horizon so they are more likely to innovate now.

"The industry is moving in two directions - the first one is strategic. Understand the meeting as a tool as part of a strategic mission for an organisation.

"The second direction is about going deeper into your event and asking the participants, what do they want? How do you want them to feel?"

Mulligan continued: "There is a trend towards strategic meetings management (SMM) and there is much more of a consciousness about the value of reporting on ROI and ROO. Our industry is always going to be at risk, but we understand the difference between online and physical events, but outside the industry, do they see the difference? We need to communicate and educate all stakeholders."

Five key trends from the session included:

  • Gamification – the use of interactive games at meetings – is a big trend, although there are concerns that games are not considered serious enough for business events.
  • The ‘un-conference’ – a conversational event without an agenda – is becoming increasingly common. Bar Camps, for example, are an international network of user-generated un-conferences primarily focused around technology and the internet. Delegates drive the agenda, although some speakers and facilitators are uncomfortable with the experience and there is a fear that without an agenda, there is a lack of direction and results.
  • Personalisation/customisation is important to engage delegates and to meet attendees' rising expectations.
  • Experiential is being incorporated into business conferences to make it an immersive experience.
  • Hybrid meetings are becoming increasingly popular, but some planners are still concerned that it can have a negative impact on the number of meetings taking place and on the delegate experience. There are also fears over the perceived cost of the technology and getting management buy-in.

 

More from #EMEC14

In Pictures: EMEC 2014 highlights

60 seconds with... MPI's Paul Van Deventer & Pierre Fernandez

TEDx event organisers urge planners to 'dream big'

In pictures: MPI EMEC 2014 opening day

Measuring delegate experience is key to SMM

Certification for event planners 'more important than ever'

EMEC 2014 gets underway in Istanbul

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
World Petroleum Congress set for Calgary in 2023

World Petroleum Congress set for Calgary in 2023

The World Petroleum Council of Canada and Meetings Conventions Calgary (MCC) announces Calgary as host city for its 24th Congress.

'Giving young talent a chance to be hands-on with an event is so important'

'Giving young talent a chance to be hands-on with an event is so important'

A-List 2019: Sammi Wratten, event manager at TAG.

Red Bull Racing launches MK-7 event space

Red Bull Racing launches MK-7 event space

New venue in Milton Keynes has a central auditorium, boardroom and mezzanine area, with capacity for 450 people.

Case study: Think Tank at TEDxSydney 2019

Case study: Think Tank at TEDxSydney 2019

INVNT designed and produced the main event as well as designing its own Think Tank space.

2 days left for entries to C&IT Awards

2 days left for entries to C&IT Awards

The deadline to enter the C&IT Awards is 11.59pm on Thursday 27 June, so get your submissions in!

'You can only plan 95% of an event, there's 5% you can never predict'

'You can only plan 95% of an event, there's 5% you can never predict'

A-List 2019: Abigail White, event manager, OrangeDoor.

Conference and meeting spend in UK increases by £1.9 billion

Conference and meeting spend in UK increases by £1.9 billion

Research commissioned by Visit Britain finds MICE sector in good health, with the number of meetings at venues also rising.

4 pitching tips agencies need to know

4 pitching tips agencies need to know

The pitch can be your one chance to prove your credentials so certain elements are essential, says creative director of Timebased.

'If agencies paid more attention to training they would have a higher retention rate'

'If agencies paid more attention to training they would have a higher retention rate'

A-List 2019: Sam Ward, lead projects & event manager, Brandfuel.

In pictures: The first ever C&IT Summit

In pictures: The first ever C&IT Summit

London's Congress Centre hosted an industry gathering featuring panel debates, networking and virtual reality.

LATEST JOBS