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German Convention Bureau Releases Meeting Megatrends Report


 LAS VEGAS, NV – The German Convention Bureau (GCB) released the findings from “Meetings and Conventions 2030: A study of megatrends shaping our industry” at IMEX America, which ends today.

“The meetings industry is an economic driver for nations all over the world,” said Matthias Schultze, managing director of the GCB. “As an innovation leader, we envision this megatrends study helping players in the industry develop a future-oriented strategy that can generate business and economic success.”

The top five megatrends revealed in the study are:

  1. Technology in work and life: 41.6 per cent of respondents said technology, in work and life, will be very influential in the future of the meetings business. For example, the worlds of virtual and live events will blur as planners incorporate virtual components in live events and the number of networked virtual events increase.
  2. Globalization and internationalization: 28.6 per cent said that globalization will have a major impact. Members of the industry will need to be more aware of nuances among country cultures, preferences and lifestyles, and speak multiple languages.
  3. Mobility of the future: Getting to and from events easily and comfortably and with the smallest possible ecological footprint will continue to be an important aspect of event planning. 26 per cent of respondents said mobility would have a very strong impact on the industry. The selection of easily accessible event locations and the use of “event tickets” for air and train transportation will be components of this trend.
  4. Sustainable development: 20.8 per cent of respondents said sustainability would have a very strong impact on the meeting industry. It will be a guiding principle in all areas of meeting planning, from construction and renovation of venues, to transportation, food and entertainment.
  5. Demographic change, feminization and diversity: Demographic change was cited by 18.2 per cent of respondents as “very strong.” An increasingly older meeting attendee population will require accessibility. They will also effect meeting formats and even the credentials and demographics of the speakers and presenters. The increase of women travelling the meetings circuit will also have a significant impact (additional security for women travelling alone, child care, flexible formats, etc.). Similar considerations, such as food choices and holiday observances, will also need to be considered as meeting populations become increasingly diverse.



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