5 macro-trends that could disrupt the MICE industry

PCMA report suggests biodegradable, 3D-printed meeting spaces could be part of the industry's future.

Biodegradable meeting spaces, artificial intelligence and serendipity will all play a significant role in the future of meetings and business events.

That’s according to the PCMA and Marriott International’s ‘Future of Meetings & Events’ report, which identifies five trends with the potential in the next five years to "dramatically disrupt the business events industry".

The five trends identified were:

1. Emotional intelligence: How to design events with the end user in mind.

2. Orchestrated serendipity: Engineering unexpected, but meaningful moments.

3. Multi-modal design: Creating adaptive spaces such as one that is biodegradable and 3D-printed.

4. Bigger than oneself: Think social impact, sustainability and meaningful experiences.

5. Clear sense of place: Making use of the surroundings where business events are held.

"PCMA's vision is to create global economic and social progress through business events," said Sherrif Karamat, PCMA president and CEO.

"Supporting valuable research like this project is paramount to our organisation's ability to help professionals within and outside our industry better harness and understand the power business events have around the world."

"We want to help our audience stay ahead of the curve and embrace the disruptors that will shape the business events industry."

Tammy Routh, senior vice president for global sales at Marriott International, added: "The meetings and events industry’s future is being shaped by so many factors — from people’s desire to be part of a broader community to their expectations when they travel.

"This study brings a real-world and provocative lens to where planners, attendees and suppliers will be heading in the years to come."

The study was first presented during the 2019 PCMA Convening Leaders 'Disrupt + Deliver' programme from 6-9 January in Pittsburgh, USA.

Download the full report at https://pd.pcma.org/FutureTrends2019.

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