In-person collaboration, technology and ethics top the agenda for the MICE segment

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In-person collaboration, technology and ethics top the agenda for the MICE segment
Source: WTTC
February 16, 2022

This is revealed by the "Meeting Room of the Future Report 2022" published today by IACC

The value and results of in-person meetings mean that face-to-face meetings remain crucial; however, the trend toward smaller hub-and-spoke format meetings with regional groups connected in person is practically here to stay, according to IACC's Meeting Room of the Future. Report 2022. The report was released today, February 14, and was created on behalf of the IACC by students at the Maastricht School of Hospitality Management through interviews, a survey and desk research.

According to the report, 84% of executives surveyed said they see increased team productivity when their employees meet in person, and 78% of those surveyed plan to attend the same number of in-person meetings or even more when they show up. the COVID-19. it is coming to its end. However, the nature of in-person meetings has changed significantly, with travel-related caution driving more regional gatherings, where once there were larger, possibly national or global gatherings. Interviewees said they felt comfortable hosting meetings in multiple locations, where there are live hubs connected to each other using technology.

The pandemic has highlighted the value and importance of human interaction, and this ranking is the highest of seven factors when considering attending a meeting in person, above the expansion of your network, scheduling, and the cost of meeting. assist. Collaboration with colleagues is also highly valued. Testimony to this is the fact that respondents cited team building, training, and problem solving as the top reasons for bringing people together. On the other hand, status and update meetings are considered topics that can be taught completely virtually.

The study identified five factors that meeting planners will look for in successful business events in the future: more collaboration among meeting participants; high quality of technology; the valuable form of communication; and places to recommend innovative new ideas. In addition, customers are looking for places that share the same values ​​as their own corporations.

Mark Cooper, Executive Director of the IACC, commented: “While the pandemic has demonstrated the ease of attending meetings online, our report makes it clear that significant value is placed on face-to-face meetings. However, organizations are likely to be more strategic about how and why they bring their teams together. It's clear that venues need to invest both in their on-site offerings and in ensuring they have the right technology to seamlessly connect meeting businesses that require a hybrid meeting model.

“To meet the needs of meeting planners in the future, venues must consider their ethical and environmental credentials to ensure they stand up to scrutiny and are clearly displayed to potential patrons. Rightly so, these issues are increasingly important decision-making factors for meeting bookers, particularly managing food waste and implementing a robust diversity program.”

Health and wellness factors are also becoming more important, for example the ability for attendees to gather outdoors to walk and talk. “Having outdoor meeting possibilities can have many benefits in the work environment and the atmosphere among colleagues,” said one respondent.

Beginning in April 2022, IACC will publish a quarterly barometer report, bringing together the insights of various experts and organizations to demonstrate what's next for the continued recovery of the smaller conferences, meetings and training market globally.


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