The CVB & the Future of the Meetings Industry - Winter 2022

We're looking forward to the 2023 installment of The CVB & the Future of the Meetings Industry, and we wanted to share some of the key takeways from last winter. This research refines our understanding of the needs of the meeting planner, their assessment of the industry, and the benefits/challenges anticipated in the future. The core objectives of the 2022 study:

•Understand the anticipated changes to the meetings industry

•Top trends affecting the future of the meetings industry

•What makes meetings successful

•How to best market to and work with meeting planners

•Identify specific insights for your destination to attract more meetings

Anticipated Changes in the Meetings Industry

Planners anticipated a recovery of the meetings industry on the horizon of 2023. The most notable changes in the next three years include the reduction of cancellations due to COVID-19 and increases in live attendance to events. Sadly, just under half of planners also feel that politics will begin to impact decisions on the local level. This is stronger with sports/athletic planners (54.5%) and third-party planners (51.5%).

Top Trends Impacting the Future of the Meetings Industry

When asked in an open-ended format, planners commonly cited stressors such as:

•Reductions in budgets and rising costs - value is more important than ever to planners

•Reduced staffing and workforce challenges impacting the ability to hold events

•Safety concerns, specifically for urban destinations in the face of perceptions of increased crime and homelessness

•Lack of available space and decreased ability to negotiate.

Successful Meetings

2022 era meeting success was largely attributed to:

•Great communication with partners and vendors who were flexible when issues arose and provided planners with clear/transparent information during the entire process.

•A positive destination experience with beautiful properties, a nice selection of restaurants, walkable spaces, and unique experiences to increase excitement about in-person meetings.

•Good technology set-up that allows for more engaging virtual meeting experiences.

How to Best Market to and Work with Meeting Planners

Event planners who work with CVB partners cite responsiveness, help during site selection, and local expertise as the top reasons they work with destinations. When evaluating and selecting destinations, event planners indicate that hotel/meeting facility service levels are the highest factor when determining the destinations in which to hold their in-person events. This is followed by a safe environment, popularity of the destination, and attendees feeling welcome in the host destination.

“They provided resources, connections, and materials to make my job as an event planner easier. They offered suggestions for tours, restaurants, and vendors. They helped ensure our attendees were comfortable, had everything they needed, and helped wherever they could.”

When asked to select which services are most valuable, site visits are the most important, followed by incentive packages, dedicated CVB staff to support, and digital marketing material.

If the thought of increasing and improving your relationship with meetings and event planners is on your radar for 2024, there is still time to sign up for this expansive and valuable research cooperative opportunity. Sign up by visiting The CVB & the Future of the Meetings page.

Methodology

An online survey of meeting planners was sent via email to Future Partners’ proprietary meeting planner panel and Digital Edge’s list of meeting planners. The sample collected a full spectrum of meetings and events planners, including corporate, association, and third-party planners. Meeting planners who completed the survey (424) were provided a $10 Amazon e-gift card for participation. The survey was in the field from November 22-December 7, 2022.