Robert Loeschke and Dominic Marder of American Express Meetings and Events recently gave a talk in which they made some interesting predictions for the events industry in 2018.
Chief among them was that security and proximity to home will be increasingly important considerations for event professionals when deciding on destinations – both from an organiser and delegate point of view.
Hosting events closer to home is largely a budgetary consideration, says Loeschke, while the emphasis on security is a result of high profile tragedies like the Las Vegas shooting or the Manchester Arena bombing, which both happened this year.
They also believe that there will be a greater focus on wellness and creativity among attendees.
One way to achieve this, says Marder, is to better understand your delegates. He explained how American Express Meetings and Events came up with six attendee profiles, which can be used to help design the delegate experience.
They are: the brand fanatic, the reluctant attendee, the tech-savvy networker, the inspiration seeker, the knowledge seeker and the social butterfly.
Understanding these types of delegates and why they are attending your event will allow you to provide the type of educational content or networking opportunities that apply to them.
Other predictions from Marder and Loeschke included a small increase in event space availability in South and Central America by 0.6%, while the rest of the world remains relatively flat. Loeschke also highlighted a rising global demand for non-traditional (ie unique or unusual) event spaces and a "growing interest in benchmarking for assessing programme effectiveness".
Robert Loeschke and Dominic Marder spoke at IBTM World 2017 in Barcelona.
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