Marriott and PCMA assembled a group of experts from various fields—not necessarily within the meetings industry—to discuss their thoughts on the future of meetings based on their experiences.
A “Future of Events” video breaks down five trends highlighted during the discussion: sensory analytics, tribalization, content safaris, living 360 degrees and immersive telepresence.
Marriott states in its release “that a growing focus on collaboration, wellness, and personalized technology is influencing daily living, work and the way people interact. In a world that is more social, mobile and collaborative by the day, there’s no denying that meetings are due for disruption.”
“In 2015 the majority of both meeting professionals and meeting venues reported growing attendance and revenues,” said Deborah Sexton, PCMA president and CEO. “While we are excited about these strong results, we also need to remain focused on our industry’s future.”
Here is a look at the five key trends that Marriott, PCMA and other experts identified as pushing meetings into new frontiers in the next three to five years (in their own words). They include:
1. Sensory Analytics: Capture an event’s pulse with the Internet of Things
Imagine sensors that can take the pulse of the room. Are attendees too hot, losing interest, responding positively to the material? Advancements in data analytics, as well as cheaper and smaller physical sensors, are simplifying the ability to collect data about physical experiences, analyze the inputs and make adjustments in real time. These sensors and data collections from various sources will communicate with each other creating the much-hyped “Internet of Things.”
Looking forward, we believe the execution of meetings and events will evolve to allow for minute-to-minute adjustments, driving greater impact, engagement and effectiveness. Sensor technology will soon be so ubiquitous that it could help planners and venues better understand engagement metrics of individuals and groups, such as heart rate, eye movement and stress levels.
2. Tribalization: Cultivate kinships to elevate outcomes
From Meetups to CrossFit to hack-a-thons, today’s consumers are moving away from individualism and towards “tribal” communities of likeminded, passionate individuals who can push each other to a higher level. As these communities grow in popularity, we believe the value of a meeting becomes less about the content and speakers and more about the attendee list.
Further, we believe participants will increasingly value connection at physical events. As a way to achieve better results, the group expects the planning, execution and measurement of meetings will adapt in a way that fosters smaller group connections to heighten the overall experience.
Meeting venues will also need to adapt to facilitate a more tribe-focused approach that supports collaboration through adjustable infrastructure and technology.
3. Content Safaris: Empower the non-linear journey
Media reaches people through a variety of always-on, personalized channels. As consumers continue to expect content to be curated and in their control, meetings will need to provide multiple options from which attendees can forge their own paths. Reflecting on this consumer desire, Sherrif Karamat, COO of PCMA stated: “I don’t want the organizers to determine my experience for me. Instead, I want them to create a platform where I can personalize my experience.”
Meeting planners may need to restructure content or manipulate a room’s physical set-up at a moment’s notice to adapt to real time participant feedback.
4. Living 360°: Move beyond wellness to wholeness
There is a radical shift in the definition of wellness to now include physical, emotional, spiritual and social dimensions that are unique to each person.
With diet and exercise options now expected, the group believes the meetings industry will have to raise the bar and offer unique ways for attendees to achieve the more holistic wellness, or wholeness, they desire. This is what Suzy Badaracco, president of Culinary Tides, referred to as a Pandora’s Box trend, “that once opened it’s going to be almost impossible to close.”
As a result, the industry has an opportunity to address meeting-goers’ existing routines and behaviors, changing the sentiment that travel and meetings are “cheat days.”
5. Immersive Telepresence: Captivate your virtual audience
Immersive telepresence—enhanced and more personal virtual interaction—offers a heightened emotional and physical experience that could disrupt the meetings business in the future.
As advancements in technology continue to increase immersive telepresence’s capabilities, the group believes the meetings industry will find ways to work with new formats that seamlessly convey content and ideas with similar, if not stronger, storytelling than in-person presentations and gatherings.
As the definition of attendee, speaker, and location broadens to include those participating remotely, planners will need to craft cohesive experiences that appeal to both in-person and virtual participants.
