The CVB and the Future of Meetings Industry Research

Improve your MICE and meetings ROI

This unique study surveys 500 meeting planners and conducts thorough interviews to leverage and explore how meeting planners want to be worked with, what resources they use, and how to best inspire them with your creative and messaging.

In the heads of meetings planners

The report offers a range of insights that can benefit DMOs, hotels, and conference and conventions to support their marketing strategies.

1. Get custom insights into your brand’s performance as a meetings destination. The research allows travel brands to obtain tailored insights specific to your brand as a meetings destination. By understanding how meeting planners perceive and evaluate you, you can identify strengths and weaknesses, and enhance your positioning and offerings.
2. Hear specific feedback from Meeting Planners on your advertising/marketing tactics. The report provides direct feedback from meeting planners regarding the effectiveness of destination advertising and marketing tactics. Assess your current strategies, identify areas for improvement, and make informed decisions on future marketing campaigns to better target and engage meeting planners.
3. Understand the trends driving how meetings will be considered and planned in the future. Delve into the emerging trends and factors influencing the consideration and planning of meetings in the future.
4. Insight into meeting planners’ perceptions, use of destination resources, and how they want you to work with them. Understand meeting planners' perceptions of destinations and their preferences for collaboration to align your strategies and services to better serve meeting planners and foster strong partnerships.
5. Exploration of resources meeting planners use in their destination research, evaluation, and selection. Examine the resources and channels meeting planners utilize during their destination research, evaluation, and selection process and equip yourself on where to focus marketing efforts and which platforms or tools to prioritize to effectively reach and influence meeting planners.
6. Identify successful destination marketing and advertising tactics and the reasons for their success. Explore successful travel brand marketing and advertising tactics employed by destinations and partners to replicate successful strategies and optimize their marketing efforts to maximize impact on meeting planners.
7. Develop stronger messaging to inspire meeting planners and differentiate your destination. Gain insights into the messaging and creative elements that resonate with planners and set your travel brand apart. DMOs can craft compelling marketing campaigns that effectively communicate their unique value proposition by capturing meeting planners’ attention and inspiring them.
8. Generate a list of best practices for your marketing strategy to effectively reach meeting planners by developing a list of best practices for DMOs' meeting marketing strategies. These best practices serve as guidelines for the industry, offering practical recommendations on to optimize marketing efforts, effectively engage meeting planners, and drive positive outcomes for your destination.

Get valuable insights and actionable recommendations by empowering your team to enhance their meetings’ marketing strategies, forge stronger partnerships with meeting planners, and position your travel brand as the top choices for hosting successful events.