Planners advised to take non-traditional approach to Gen Y events

Meetings expert tells corporate planners to adapt events to the needs of Generation Y delegates

Rob Davidson
Rob Davidson

Traditional conference programmes will fail to motivate Generation Y delegates, a meetings expert has warned event planners at the C&IT Corporate Forum.

During his presentation entitled 'Designing meetings and events for Generation Y', University of Westminster senior lecturer in business travel and tourism Rob Davidson said that planners needed to take a non-traditional approach to events aimed at delegates born between 1977 and 1995 (Generation Y).

"This generation is frightening because if you can't adapt your meetings to the needs of Generation Y, then they will stay away," he said. "The classic conference programme will not motivate these people."

The generation would respond well to communication via strong images rather than long written messages, frequent brief communications such as text messages that reminded them about an upcoming event, and provision of online information, said Davidson.

Green venues, CSR, and the opportunity to interact and contribute to the local community during events were also important to Generation Y delegates.

Planners should involve Generation Y delegates in pre-event work, Davidson advised: "If you ask them what speakers, destinations, venues and topics they want ahead of the event then they will feel ownership of the meeting and they will be on your side purely because you have involved them."

Although Generation Y were experts in electronic communication and should be engaged with in that media, they lacked natural networking ability.

Planners should come up with innovative and structured networking sessions for events aimed at delegates from that generation, said Davidson. "You will need to structure your networking sessions a bit more and give delegates a reason to approach complete strangers and talk to them," he said.

 

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in

How coronavirus will affect financing in the hospitality sector

How coronavirus will affect financing in the hospitality sector

The best course of action for any borrower is to find out what flexibility there is, says legal expert James Stripe.

LIVE UPDATES: Uruguay's Carrasco airport becomes drive-in cinema

LIVE UPDATES: Uruguay's Carrasco airport becomes drive-in cinema

Find out which countries are on partial or national lockdown, what travel restrictions are in place and what size gatherings are allowed.

Listen to C&IT's new podcast RSVP

Listen to C&IT's new podcast RSVP

Guests reveal their best experiences and react to anonymous industry confessions in our first-ever podcast for event and travel professionals.

Why Copenhagen is the perfect destination post-pandemic

Denmark's capital is walkable, clean, sustainable – and most importantly, happy

Can biosecurity teams save events?

Can biosecurity teams save events?

The industry will need a range of biosecurity measures if physical events are to return soon, says Smyle's Matt Holliday.

'We miss exhausted grins, red-eye flights and bad coffee': 15 love letters to events

'We miss exhausted grins, red-eye flights and bad coffee': 15 love letters to events

Industry insiders share what they miss most about live events while they are stuck at home.

Hong Kong Convention Centre holds first event since lockdown

Hong Kong Convention Centre holds first event since lockdown

The venue put stringent hygiene measures and body temperature screening in place to hold a three-day exhibition.

One day left to enter the C&IT Awards Americas

One day left to enter the C&IT Awards Americas

As C&IT expands its reach globally, we've launched the C&IT Awards Americas to recognise the best in US events.

5 ways events are adapting to coronavirus restrictions

5 ways events are adapting to coronavirus restrictions

Marketing budgets remain intact for 75% of companies, finds research by event agency Pico.

Trio of agencies to run events at Birmingham 2022 Commonwealth Games

Trio of agencies to run events at Birmingham 2022 Commonwealth Games

DRPG, TBA and Outdoor Places Unusual Spaces among the companies running creative services for the international event.