A new report commissioned by the PCMA Education Foundation delves into meetings, events and conventions from the perspective of the Millennial generation to identify key motivations and challenges in engaging the emerging audience.
“What the Millennial Generation Prefers in Their Meetings, Conventions and Events” is based on the findings a survey of more than 2,000 respondents, ranging in age from 18 to 30, led by a team of hospitality and human sciences experts.
The findings reveal that face-to-face communication remains the most effective method for reaching Millennials. However, the results indicate that planners must part ways with traditional meeting formats to truly engage the demographic.
Other key takeaways from the research include the following: 86 percent of respondents indicated that career networking is one of the primary drivers for participating in meetings, events and conventions; 93 percent of respondents want education with entertainment; and 86 percent of respondents want structured meetings and conferences.