The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry...
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Transcript of The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry...
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#MPIMICHAPTER
The Evolving Reality of Meetings and Hospitality
Dan BergerSocial TablesDecember 7, 2016
A deep dive into meeting design and other industry trends
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Audience-Presenter Agreement
● Questions are welcome any time.
● Find me on social media: @danberger #MPIMIChapter
● Take as many photos and share as you please.
● You’re free to leave any time.
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@danberger | #MPIMICHAPTER
Who Am I?
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@danberger | #MPIMICHAPTER
I am a participant.
I am a planner.
I am a supplier.
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Over 1.5 billion sq. ft. of event space
Over 1.3 million events created
Over 150 million attendees impacted
4,300 customers
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@danberger | #MPIMICHAPTER
I am a participant.
I am a planner.
I am a believer.
I am a supplier.
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A world where face-to-face events achieve great things.
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@danberger | #MPIMICHAPTER
● A Briefer on Meeting Design a. Define meeting design and explain why it’s important to our
profession.b. Learn frameworks to evaluate your current programs.c. Apply new design concepts to transform your experiences.
● A Glimpse Into the Future of Events and Hospitalitya. Visit predictions that will impact our meetings in 2026
2 in 1
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@danberger | #MPIMICHAPTER
A Briefer on Meeting Design
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@danberger | #MPIMICHAPTER
Design tellsa story.
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@danberger | #MPIMICHAPTER
Design sends a message.
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@danberger | #MPIMICHAPTER
Design changes behavior.
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@danberger | #MPIMICHAPTER
“If you don’t think about design,someone will think about design for you.”
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@danberger | #MPIMICHAPTER
● The meaning of “meeting design” is not agreed upon.
● The term “meeting design” is not widely used.
● There is a lack of popularly accepted frameworks and tools.
The Problem with Meeting Design
MPI report on Meeting Design, 2013
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@danberger | #MPIMICHAPTER
Meeting Design is Everything and Everywhere
● The design of the organization’s overall event strategy.
● The design of your meeting’s theme.
● The design of the attendee journey.
● The design of the program.
● The design of each breakout room.
● The design of each tabletop.
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@danberger | #MPIMICHAPTER
How do you define meeting design?
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@danberger | #MPIMICHAPTER
“The purposeful shaping of both the form and the content of a meeting to deliver on crucial business objectives.”MPI report on Meeting Design, 2013
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@danberger | #MPIMICHAPTER
Manage
Comm.
Plan
Source
Strategize
Data
Mission
TechnologyTech
nolog
yProject
Management
SchedulingTransportation Housing
Surveys
Badges, Check-in, etc
Marketing
Design
Reg Social
Reports
Measure
Logistics
The Meeting Planning Process Pyramid
(c) Social Tables, 2014-2016
Site Selection
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@danberger | #MPIMICHAPTER
The Opportunity of Meeting Design
“[Meeting design presents] one of the
few opportunities to enable meeting
professionals to do more with less...
to reduce costs and increase value.”
MPI report on Meeting Design, 2013
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@danberger | #MPIMICHAPTER
The Urgency for Meeting Design
Automation Outsourcing Expectations Competition
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@danberger | #MPIMICHAPTER
“The meetings manager is now far more than an event planner. She now plays a strategic role in the livelihood of the organization, bolstering its current conferences and other events while finding ways to innovate future ones.
Say hello to the new strategic meetings manager.”
2014
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@danberger | #MPIMICHAPTER
The Tools
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@danberger | #MPIMICHAPTER
1. Identify your stakeholders.
2. Map out their influence and interest.
Sta
keho
lder
Ana
lysi
s
Source: http://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvement/identify-stakeholders/main
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@danberger | #MPIMICHAPTER
Pur
pose
Iden
tific
atio
n
Source: Marriott’s Meeting Imagined
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@danberger | #MPIMICHAPTER
1. Identify attendee persona.
2. Simulate their experience from cradle to grave or survey them.
Extending
Exiting
Engaging
Experiencing
Entering
Arriving
Anticipating
Attracting
AnnouncingJo
urne
y M
appi
ng
Source: The 8 Phases of a Successful Event, Maritz
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@danberger | #MPIMICHAPTER
Setting Up a Design Intervention
1. Select a stakeholder (e.g. client).2. Translate stakeholder’s needs into objectives (e.g. connection =>
networking)3. Select a phase (e.g. before, during, or after)4. Select a classification and element...
a. Programmatic - Destination, agenda, time...b. Conceptual - Format, room layout...c. Human - Facilitators, entertainers, emcees, speakers...d. Artistic - Color, decor...e. Technical - A/V, staging, furniture...
5. Develop design interventions.
MPI report on Meeting Design, 2013; The Meeting Architect’s Manifesto; Social Tables
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@danberger | #MPIMICHAPTER
● Need: Reconnect with old friends.
● Objective: Network
● Phase: During
● Classification: Programmatic
● Element: Initial introductions
● Intervention: Place old yearbooks at each table
Example: Attending a wedding as a childhood friend
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@danberger | #MPIMICHAPTER
Alternatives and Innovation in Room Layouts
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@danberger | #MPIMICHAPTER
“Room set is extremely important to the success of a meeting, and a serious responsibility for the meeting professional to manage.
- Convention Industry Council Manual
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@danberger | #MPIMICHAPTER
The Form:The General Session
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@danberger | #MPIMICHAPTER
Best Practices for the General Session
Flar
ed A
isle
s
Access Lanes
Long Side Setup
Angled Seats
Curved Rows
45° Aisl
e
Source: Radde, Paul. Seating Matters.
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@danberger | #MPIMICHAPTER
The Form:Open Spaces
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@danberger | #MPIMICHAPTER
“Spaces designed to promote
communication increase the likelihood of
collisions... more collisions create
positive outcomes.”
C2 Montreal (Arsenal)
Source: Workspaces That Move People, Harvard Business Review
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@danberger | #MPIMICHAPTER
The Key Elements of Successful Communication
1. Exploration - Interacting with people in many other social groups.
2. Engagement - Interacting with people within your social group.
3. Energy - Interacting with more people overall.
Source: Workspaces That Move People, Harvard Business Review
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@danberger | #MPIMICHAPTER
PCMA Convening Leaders 2014 (Navy Pier, Chicago)
Functional Art Installations
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@danberger | #MPIMICHAPTER
Booths as Art Installations
Freeman booth at IAEE Expo! Expo! 2014
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@danberger | #MPIMICHAPTERAmerican Express Global Business Travel booth at GBTA 2015
Booths as Museum Exhibits
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@danberger | #MPIMICHAPTERSapphire Now (Orange County Convention Center, Orlando)
The Downtown
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@danberger | #MPIMICHAPTER
Innovation Zones
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@danberger | #MPIMICHAPTER
The Campus
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@danberger | #MPIMICHAPTER
One Takeaway
“If you don’t think about design,
someone will think about design
for you.”
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@danberger | #MPIMICHAPTER
Reflections on Technology’s Impact
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@danberger | #MPIMICHAPTER
open_discussionHow has technology changed meetings and events since you first started working in the industry?
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@danberger | #MPIMICHAPTER
11 ways technology has changed meetings and events.
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@danberger | #MPIMICHAPTER
Information Symmetry
Planners rely on their networks and online
research to learn about destinations before
speaking to sales reps.
Information Asymmetry
Planners used to rely on hotel sales
professionals for research and information.
Pre-Event: Destination Sourcing
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@danberger | #MPIMICHAPTER
Pre-Event: Event Marketing
Permission Marketing
Marketers deliver anticipated, personal, and
relevant messages to people who actually want
to get them thanks to new advertising
technology.
Traditional Marketing
Marketers used to buy email lists, mail
invitations, and add everyone to their
newsletters.
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@danberger | #MPIMICHAPTER
Pre-Event: Networking
Online
Participants have access to fellow attendees and
technology matches people thanks to
algorithms.
On Site
People let serendipity and networking sessions
do all of the work.
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@danberger | #MPIMICHAPTER
An Afterthought
There was no real software built for planners or
event goers.
Integrated
Planners think about what objectives they are
trying to achieve and use the technology that fits
best.
Pre-Event: Technology
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@danberger | #MPIMICHAPTER
Online Collaboration
Information is centralized online for efficient
stakeholder communication.
Offline Redundancy
Back-and-forth calls, emails, and faxes to
coordinate events and communicate changes.
Pre-Event: Working Together
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@danberger | #MPIMICHAPTER
During-Event: Educating Attendees
Participants
Speakers have a dialogue with participants. They
use technology to engage them and apply adult
learning best practices.
Attendees
Presenters spoke at attendees.
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@danberger | #MPIMICHAPTER
During-Event: Physically Attending
Attending in the Flesh
The only way to attend an event was to
physically be there.
Virtual Attendance
Live-streaming is free and is used to build future
attendance.
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@danberger | #MPIMICHAPTER
During-Event: Disseminating Information
The Mobile App
Real-time information is distributed digitally
through an app, social, and email.
The Event Guide
Information, including the schedule and attendee
list, was distributed through physical collateral.
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@danberger | #MPIMICHAPTER
Continuous and Regular Feedback
Attendees provide feedback real-time through
social media channels/surveys and planners
react accordingly.
One-time Evaluations
Attendees would complete a survey at the end
of a meeting.
During-Event: Feedback
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@danberger | #MPIMICHAPTER
Post-Event: Event Lifespan
Events were Finite
The life of an event spanned was limited to its
allocated time.
Events are Evergreen
The lifespan of an event extends past its
allocated time. People connect and share online
afterwards.
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@danberger | #MPIMICHAPTER
Post-Event: Event ROI
ROI is Measurable
Events are considered a marketing product.
Their impact can be measured thanks to
software and hardware products.
ROI was an Unknown
Event and meeting spending went into a
marketing black hole.
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@danberger | #MPIMICHAPTER
Post-Event: Sharing Information
Information is Shared
Content is distributed far and wide by speakers.
It is amplified by participants through live
tweeting, live streaming, and social media
posting.
Information was Withheld
Content was held closely by speakers.
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@danberger | #MPIMICHAPTER
Industry Predictions for the Next Decade
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Disclaimer: Thought-provoking
Slides Ahead!
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@danberger | #MPIMICHAPTER
1. Software is eating the world.
2. Technology is seamlessly integrating into our lives.
3. Face-to-face is more valuable.
4. Organizations are spending more money on meetings/events.
5. The middle class is growing... from 1.8 billion in 2009 to 4.9 billion by
2030.
6. The hospitality industry is more focused on profits than ever.
The Trends That Feed My Predictions
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@danberger | #MPIMICHAPTER
“Second tier” cities will become premier destinations.
![Page 63: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/63.jpg)
@danberger | #MPIMICHAPTER
The room block will play second fiddle to economic impact.
![Page 64: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/64.jpg)
@danberger | #MPIMICHAPTER
The Annual Meeting will become endangered.
![Page 65: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/65.jpg)
@danberger | #MPIMICHAPTER
The hospitality industry will be more profitable than ever.
![Page 66: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/66.jpg)
@danberger | #MPIMICHAPTER
More events, with bigger budgets.
![Page 67: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/67.jpg)
The industry processes we know today will be obliterated.
![Page 68: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/68.jpg)
Coordinating event logistics will be automated.
![Page 69: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/69.jpg)
Event apps will no longer exists.
![Page 70: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/70.jpg)
Group business will be booked mostly online.
![Page 71: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/71.jpg)
Content will be curated by software.
![Page 72: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/72.jpg)
Our industry will be embrace transparency.
![Page 73: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/73.jpg)
Everything planners need will be available on-demand.
![Page 74: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/74.jpg)
Serendipity will be less successful than algorithms.
![Page 75: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/75.jpg)
@danberger | #MPIMICHAPTER
We won’t be able to tell the difference between real and virtual events.
![Page 76: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/76.jpg)
@danberger | #MPIMICHAPTER
Robots will setup and teardown rooms.
![Page 77: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/77.jpg)
@danberger | #MPIMICHAPTER
Complex productions will be easier to organize.
![Page 78: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/78.jpg)
@danberger | #MPIMICHAPTER
A.I. will make events better for everyone.
![Page 79: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/79.jpg)
Technology will be an integrated part of the convention service team’s offerings.
![Page 80: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/80.jpg)
@danberger | #MPIMICHAPTER
Hotels will do mostly group business.
![Page 81: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/81.jpg)
Hotel sales people will become meeting consultants.
![Page 82: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/82.jpg)
@danberger | #MPIMICHAPTER
More event professionals will report to CEOs
![Page 83: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/83.jpg)
@danberger | #MPIMICHAPTER
A governing body for the
meetings industry will emerge.
![Page 84: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/84.jpg)
@danberger | #MPIMICHAPTER
The “Golden Age of Travel” will continue.
![Page 85: The Evolving Reality of Meetings and Hospitality: A Deep Dive Into Hospitality and Meeting Industry Trends](https://reader030.fdocuments.in/reader030/viewer/2022020410/588912e91a28ab4a5c8b5efb/html5/thumbnails/85.jpg)
@danberger | #MPIMICHAPTER
Thank you!
email: [email protected]
twitter: @danberger
snapchat: danjberger
If you want the slides, give me a business card!