Research predicts smarter meetings with greater focus on technology.
The events industry will see positive change in the coming year, according to a new study released by Meeting Professionals International, the meeting and event industry’s biggest global community. The FutureWatch 2011 study, which includes insights from more than 450 industry professionals in 20 countries, indicates meeting growth of around 8% and a rise in average spending of 5% during the year, despite the challenging economic circumstances globally.
Data and interviews presented in the study indicate that technology has become more mainstream – in an industry that initially rebelled against what had earlier been perceived as a direct threat to live events. The global economic crisis forced people in the industry to create more strategically oriented meetings that prove return on investment.
The report, which includes links to on-demand webinars and case study profiles, highlights prominent trends in strategic meetings management. “FutureWatch 2011 indicates that this is the year where recent industry forays into virtual events and collaboration through social media will become increasingly mainstream,” said Bruce MacMillan, Meeting Professionals International’s president and CEO. “Thinking outside the room to drive performance through connectivity is becoming entrenched.” Meeting Professionals International has been conducting FutureWatch research annually since 2002. The 2011 edition was also funded in part by an investment from IMEX Group.