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Top Meeting Trends in Today’s Hospitality Industry
From leading hospitality experts, meeting professionals, and
management consultants, Applied Meetings & Hospitality Solutions has
uncovered some of the top meeting trends in our industry. Change is happening
fast. What is on the cutting edge now might become commonplace at your next
meeting. Redefining an industry through technological advances and from new
trends, meetings and conferences have become an integral part of the
hospitality industry.
From luxury seaside resorts to those at major theme park
attraction resorts, professional meeting planners use a diverse backdrop to provide
a wide-range of services incorporating technology and health and wellness considerations
as they plan for the future of meetings.
The 7 Top Meeting
Trends for Meeting Professionals…
1. Always Connected
As virtual offices become the norm in today’s “always
connected” work environment, it is no wonder that access to free, high-speed Wi-Fi
is becoming one of the most requested services for guests. As planners, be sure
to provide a hassle-free method for connecting and staying connected to the
network throughout the entire meeting experience.
Furthermore, access to reliable, universal Wi-Fi for all the
guests’ mobile devices will be increasingly expected going forward. “Wi-Fi is
no longer an option, but a business necessity,” says Nick Balletta, CEO of
TalkPoint, a New York City-based webcasting company. “More cities will be
offering free public Wi-Fi to compete with those already doing so.”
2. Meeting Resources
on the Web
One of the most practical current trends is the ability for
planners and conference attendees to research and discover property and
destination details through Google searches. Providing relevant and timely web
content for planners is a critical step in assisting with the business goals of
professionals in the hospitality industry. Local area videos, guests’ photos
and reviews, as well as guests’ social media posts are becoming important tools
in making critical decisions about meeting plans.
3. Increasing Demand
According to American ExpressMeetings & Events, meeting planners recently ranked Orlando, Florida first
as the meeting destination of choice in 2014. This tourist-friendly destination
provides numerous selections for meetings, accommodations and attractions
within a close proximity. Orlando has been designated for the second year in a
row while San Diego, Atlanta and Chicago have also gained popularity. Miami and
our nation’s capital have recently slipped in popularity among meeting
professionals.
PriceWaterhouseCoopers anticipates the highest occupancy
levels due to group bookings in the hotel industry in the last 20 years. "The
strengthening of the group segment thus far in 2014 and a strong summer travel
season across all price points is encouraging for future occupancy levels and
continued industry growth,” said Scott D. Berman, principal and U.S. industry
leader, hospitality & leisure, PwC.
4. Expanding the
Meeting Experience
Meeting planners have realized the value in the meeting
experience and have started planning for meetings outside of the hotels. Hotels
within easy access to zoos, aquariums, museums, event centers, and other
outdoor facilities are replacing hotel conference rooms and indoor convention
areas in popularity. Creating a new meeting experience is the new challenge; as
meeting planners seek properties that can assist them take their meetings and
events to a new level.
5. Meetings Turn Up Social
Media
Today’s meeting attendees are relying on the use of social
media to communicate and network with each other during their stay. Ensuring
not only free Wi-Fi but providing increased bandwidth for laptops, mobile
phones, and tablets, meeting planners are now charged with keeping meeting
guests connected and engaged 24/7.
In terms of planning, social media is now an integral part
of the programming mix.
According to IMEX, “social
media starts to receive its own budget, and begins to play a meaningful and
measurable part in marketing and communications strategies across the meetings
and events industry.”
6. Meeting ROI - Does it add up?
Companies holding meetings across
the state, country, and even those conducting global meetings will seek new
methods to track and control costs. Taking advantage of group rates for
accommodations and group fares for air travel can mean substantial savings. The
best way to access those group discounts is to work with meeting planners who
have the clout of an international travel management companies behind
them.
As we move into 2015, controlling
expenses and achieving goals is not just another trend. They are necessities
that require a strategic meeting planner who can balance trends with proven experience in what works.
And powerful connections in the airline, hotel and entertainment industries can
never hurt.
Meeting professionals are now creating meaningful strategies
to measure the Business Value of Meetings (BVOM), as an important aspect of how
meetings are measured and evaluated. Some new trends in BVOM measurement
include:
• Measuring outside sources such as
attendance levels from other industry events and conducting current market
trend analysis;
• Conducting surveys that measure
content recall, satisfaction and relevance;
• Monitoring social media that
shows engagement and immediate reactions;
• Creating focus groups that reveal
key motivators, preferences and expectations;
• Conducting interviews with
non-delegates that establish control group statistics to obtain rich,
qualitative information.
7. Staying Healthy
According to industry experts, the hospitality industry is
changing to accommodate the new healthy and holistic movement that has been
sweeping the country throughout the past few years. Some easy-to-see changes
are the availability of full-fledged vegetarian-friendly restaurants and an
increase in gluten-free menu items. Guests also have a wider selection of fresh
fruits and vegetables from local farms. Some new, vegetarian and gluten-free menu
options include:
- Black Bean Veggie Burgers;
- Cauliflower Pizza;
- Quinoa Stuffed Pork Tenderloin;
- Chili-Lime Chicken Kabobs.
New fitness trends are becoming more visible to help keep
the guests’ mind and body working at their best throughout their stay. Hotel
and resort management are now designing new fitness experiences that take the
guest outside of the typical hotel gym. A few examples include:
- Underwater dolphin viewing while practicing Yoga;
- Full-size boxing ring;
- 40-ft rocking climbing walls;
- Power walking by indoor canals.
It’s Your Turn: Connect and Engage
We value your opinion
and we would like to hear from you about this article. We invite you to leave
your thoughts or questions below to keep the conversation going.
What are some cutting-edge
trends you have experienced or are planning to implement in the hospitality
industry to create more effective meetings?
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