American Express Meetings & Events has unveiled its 2012 forecast—so what does that mean for our industry’s trends? The report goes on to describe five changes that will have the greatest impact on meetings and events in 2012. They’re going to be:
Shorter and Smaller: The number of attendees per meeting will likely decrease as will the number of days, according to 40% and 33% of hotel suppliers respectively. Driving this trend is a demand to do more with less as companies look to hold a higher number of meetings.
Closer to Home: Suppliers indicated planners want meetings closer to their businesses, with 53% of their clients requesting more local meetings. This is also likely tied to the effort to keep individual meeting costs down.
Fuller Agendas: Noting that their clients’ ‘focus on meeting content is more critical than ever,’ hotel suppliers expect to see more incentive programs infused with business focused content, with 47% of customers planning to combine meetings and incentives.
More Green: Hotel suppliers noted 47% of meeting clients have green request/requirements for their events. Meeting planners corroborated this trend with 73% indicating clients are showing increasing interest in reporting green measures. However, it’s not yet impacting property decisions.
More Thoughtful: The Meetings Forecast reveals a shift away from bookings in luxury or resort properties with the exception of meetings within Asia Pacific and Latin America. According to suppliers 40% are seeing an uptick in demand for these properties.