The International Association of Conference Centres (IACC), a global association for meeting and conference venue professionals, released its 2024 Meeting Room of the Future Report and its findings underscore the importance of social responsibility of meetings and events, and at the venues in which they gather.
“This year's research reaffirms how live meetings are evolving and venues are adapting to the kind of experiences expected by business event organizers for their attendees,” said Mark Cooper, CEO of IACC. “Social responsibility is at the heart of many of these trends and the report clearly shows that venues are in lockstep with their development of facilities and services.”
As in previous iterations of the report, the concept of a meeting room goes beyond four walls, as the emphasis on networking and fostering connections at in-person events prevails.
“[The report shows] our appreciation for spaces to network and develop strong relationships outside of the meeting rooms and how these spaces can be transformed and changed up during an event to create different gathering environments,” Cooper said.
The report combines research and insights from 170 meeting venue operators worldwide and is delivered in conjunction with strategic research partner Development Counsellors International (DCI) and further funded by Aramark Destinations, Pyramid Global Hospitality, Encore and Flik Hospitality Group & Rapport.
Following are four major highlights from the report.
Food & Beverage Preferences Push for Inclusivity
The mocktail trend continues to gain ground. Just under half of venues surveyed noted a decrease in alcohol consumption. Higher food and beverage costs also prove to be a major concern, with 70% of venues saying that developing menus that use lower-priced ingredients is important to support client budgets. According to Tracy Stuckrath, founder of thrive! meetings and events, who is quoted in the report, this presents a unique opportunity to both cater to shifting attendee preferences while also opening up a new revenue stream by building non-alcoholic menus.
Additionally, venues are dealing with a rise in complex and specific dietary requests, with 89% reporting an increase in the number of requests to accommodate dietary preferences in the past year.
“The shifts in food and beverage over the years scream flexibility and inclusion,” mused Nancy Lindemer, global chair of IACC. “Meeting the diverse needs of all guests in a sustainable, thoughtful way while being budget friendly and above all delicious is a challenge IACC properties are delivering in creative ways.”
[Related: 8 Tips for Meeting Planners to Collaborate With Chefs For Exceptional Group Dining]
Younger Generations’ Behavior Altering Program Structures
Millennials and Generation Z are increasingly making up large swaths of the workforce, and thus a significant portion of event attendees. As are planners, venues are beginning to accommodate the behavioral differences of these generations, though how much they tailor their needs and experiences is both budget- and leadership-dependent.
Currently, venues report that 68% of their own workforce falls within the Gen Z or Millennial generations, but of those, less than 25% hold leadership positions. “As more from these generations move into leadership roles, there could be a greater focus on initiatives targeting this demographic,” the report stated.
For actual meetings, venues in the report cite incorporating more breaks and personal time into their events while others are opting for smaller group settings to encourage more one-to-one engagement. Over 70% of venues now encourage connection to the natural world in the form of creating walking paths near the grounds; suggesting physical movement between sessions like kayaking, walking, skiing or hiking; and incorporating large windows in meeting rooms with onsite trees and plants.
While notable, Cooper didn’t find these results particularly surprising.
“We see a lot of continued evolving of spaces aligned with attendee preferences influenced by incoming generations,” he said.
Sustainability Increasingly Important
Venues continue to give priority to sustainability. Many venues have implemented programs to cut food waste (83%) and eliminate single-use plastics (88%). Additionally, three quarters of venues now hold an environmental or sustainability certification.
Sourcing locally, a common practice in food and beverage sustainability, still remains a strong pillar of green practices, with 87% of venues reporting they source local F&B whenever possible.
[Related: 5 Sustainability Trends in the Conventions Industry]
Artificial Intelligence Adoption Relatively Low
While 2023 and 2024 have certainly been dominated by discussions about generative AI and its impact on every industry, actual adoption of the new technology is still low among IACC’s survey respondents. Use of AI is mostly confined to a few specific areas, such as marketing, data analysis and revenue management.
However, 35% of venues are considering expanding their use of AI to include menu planning, food waste management and guest services and food ordering.
Among the advancements in technology, cybersecurity also remains a concern: 89% of venues see cybersecurity becoming a bigger threat in the next three years and 56% expect this to play a role when evaluating and implementing new technologies.
Dive into the full 2024 IACC Meeting Room of the Future Report.
