3. Convention 2020
• Global strategic foresight study to help the meetings industry prepare for
the decade ahead - Industry-wide sponsors
• Outside-in focus
• Multiple outputs Nov 2009 – December 2011
7. Demographic Destinies
2 billion more people in 40 years –
Demographics is Driving Economics
448 739 691 5231
344
1998 4157
729 1030
585
2010 2050 Source : United Nations
8. Generational Diversity
Lifespans are Increasing
Developed economy ‘under
50’s’ have 90% chance of
living to 100.
Aubrey de Grey suggests
we could live to 500 or 1000
What are the implications
for venues and event
design?
What kind of opportunities
will be created?
11. Barriers to Effectiveness
What do you consider are the biggest problems today that stop
conferences and exhibitions from being fully effective?
697 respondents (03/10) No. of Respondents
12. Factors influencing the decision
to attend in 2020 (03/10)
Imagine your life in 2020, what are the factors that would encourage you
to attend live events such as conferences and exhibitions?
% of Respondents
13. Less but Bigger?
By 2020, compared to today, I expect there to be fewer but larger
conferences and exhibitions covering wide topics, industry
sectors, or "communities of interest" - with less choice of which events to
attend, but much more choice within the events themselves.
49%
1085 respondents
14. More, Smaller and Specialized?
By 2020, compared to today, I expect there to be a greater choice of many
more smaller, highly specialized conferences, exhibitions and meetings -
there will be much more competition from events wanting me to attend.
79%
1090 respondents
16. Event Design Priorities 2011
Extend use of Increase Retain existing
social media networking sponsors and
around an event opportunities exhibitors
17. Association Event Priorities 2011
Demonstrate Differentiate Identify benefits /
event benefits to events in the proof of value for
potential face of increased sponsors and
delegates competition exhibitors
18. Event Management Strategies
2015
Greater focus Stronger focus Increased
on capturing on emphasis on the
the knowledge personalization overall ‘meeting
generated at and maximizing architecture’ to
an event individual ensure delivery
learning against objectives
19. Alternative Event Business
Models 2015
Presentations All sessions Sponsorship
streamed live to available on a based on level of
the web pay per view interest or actual
basis after the business
event generated
20. Event Agency Priorities 2011
Attract new Maintain the Maximize
customers existing customer delegate
base satisfaction
21. Event Agency Strategies 2015
Develop solutions Look more like Focus on
which help clients management developing a deep
capture and re-use consultancies – understanding of
the knowledge providing a range of client business
generated at events additional consulting strategies and
and research services priorities
24. Venue Strategy, Management and
Ownership
The highest strategic priorities for venues in the next three years are to:
Create a more flexible set Differentiate themselves in Identify new markets e.g.
of service offerings in the face of increased emerging industry sectors,
response to customer competition professions and
demands associations
25. Venue Strategy, Management and
Ownership
The highest strategic priorities for venues by 2020 will be to
Create a more flexible set Differentiate themselves in Identify new markets e.g.
of service offerings in the face of increased emerging industry sectors,
response to customer competition professions and
demands associations
26. Venue Operations and Facilities
The highest strategic priorities for venues in the next three years are to
Keep up with meeting Retain and recruit the right Create lower cost
technologies and identify talent operating and purchasing
those that will add value models
for customers
27. Venue Operations and Facilities
The highest strategic priorities for venues by 2020 will be to
Keep up with meeting Increase the flexibility of Retain and recruit the right
technologies and identify how venue space can be talent
those that will add value configured
for customers
28. Market Strategies
Over the next decade, which of the following service and market facing strategies
do you expect Venues to adopt as they seek to compete in a more intense global
environment?
Adopt environmental best Enter into international Seek to differentiate
practices as an expected alliances with other themselves on service and
standard rather than as a independent venues to bid customer experience
source of competitive for multi-year convention
advantage contracts from
associations and other
event owners
29. Finance
What financial strategies do you expect to see venues adopt by 2020?
Focus on developing Provide incentives to Offer greater financial
ancillary revenue streams encourage repeat bookings support to attract incoming
events
30. What are the key drivers that will have
the greatest influence on the design of
new venues in the next decade?
Flexibility in use of Supporting a wide range Flexibility in use of
meeting rooms of possible future concourses / foyers /
technology solutions public spaces
31. Which of the following Technology
Strategies do you expect venues to
adopt in the coming decade?
Connectivity - offer free Wi-Fi Marketing – offer 3D visuals, Event Intelligence – Adopt
to delegates and exhibitors virtual world showcases and smart tagging (e.g. RFID) of
online venue ‘walkthroughs’ trade show booths,
to showcase what is on offer delegates and meeting
rooms to enable production
of accurate information on
visitor behaviour
32. Which of the following revenue earning
activities do you expect to see venues
adopt over the next decade?
Carry advertising in public Host live entertainment Create their own or 'joint
areas targeted at the such as concerts and ventured' consumer
demographic attending theatre performances focused events such as
each event food and wine fairs,
seasonal retail events and
local craft fairs
33. What do you think will be the key long
term differentiators of successful venues
over the next decade?
Flexibility in use of the Staff, quality attitude and Ability to help event owners
facility capability generate additional
revenue streams
34. Over the next decade, publicly funded centres will be expected to play a
far greater role in supporting the local community – for example providing
low or no cost facilities for activities such as local art exhibitions,
community meetings and social functions
60 56
50
40
30
24
19
20
10
2
0
178 Respondents Strongly agree Agree Disagree Strongly disagree
35. Over the next decade, venues will increasingly be expected to
offer more in-depth and comprehensive event design advice
and will seek to use this as a competitive differentiator
60 57
50
40
30 26
20
15
10
2
0
180 Respondents Strongly agree Agree Disagree Strongly disagree
36. As client budget pressures increase, venues will increasingly
be expected to offer direct financial support or underwriting
to attract the largest events
60 56
50
40
30
24
19
20
10
1
180 Respondents 0
Strongly agree Agree Disagree Strongly disagree
37. As the boundaries (start and end points) of events start to blur and event
owners seek to increase participant engagement before and after the
event, venues will increasingly need to provide solutions that support
such social media engagement
60 57
50
40
31
30
20
12
10
1
0
181 Respondents Strongly agree Agree Disagree Strongly
disagree
38. Over the next decade, in the face of intense competition,
there will be growing pressure to provide the core facility for
free and cover the costs through other revenue streams
60
50
50
40 37
30
20
11
10
2
0
Strongly agree Agree Disagree Strongly
179 Respondents disagree
45. Adelaide
Venue Owned Experiences
Image source: Adelaide Convention Centre
46. Venue 2020 - Conclusions
• Demand will hold up
• Innovation required in
formats, business models,
capability and technology
• Focus on ‘enabling business’
• Personalisation is key
• ‘Total sustainability’ agenda
47. Next Steps from Now to Dec 2011
• Venue Strategies
• Destination
Strategies
• Technology
Timeline
• Association Events
• Corporate Events
48. Next Steps – How Can You Get
Involved?
• Future Reports – Give us Feedback
• Take part in Pulse Surveys
• Contribute Expert Papers
• Run / Host a Workshop / Survey
• Student Essay Competition
• Suggest Research Topics - tell us what you’d like to see …
• Ask about the sponsorship benefits
rohit@fastfuture.com www.convention-2020.com
50. Fast Future –
Travel and Meetings Industry
Services
• Live Events - Speeches, briefings and workshops for executive
management and boards of hotels, airlines, airports, venues,
CVB’s and associations
• Future Insights - Customised research on emerging trends,
future scenarios, technologies and new markets
• Immersion - ‘Deep dives’ on future trends, market
developments, emerging issues and technology advances
• Strategy - Development of strategies and business plans
• Innovation - Creation of business models and innovation plans
• Engagement - Consultancy and workshop facilitation
51. Fast Future
• Research, consulting, speaking, leadership
• 5-20 year horizon - focus on ideas, developments,
people, trends and forces shaping the future
• Clients
– Industry Associations – ICCA, ASAE, PCMA, MPI
– Corporates - GE, Nokia, Pepsi, IBM, Intel, Orange,
O2, Siemens, Samsung, GSK, SAPE&Y, KPMG,
Amadeus, Sabre, Travelport, Travelex, ING,
Santander, Barclays, Citibank, DeutscheBank
– Governments - Dubai, Finland, Nigeria, Singapore,
UK, US
– Convention Bureaus – Seoul, Sydney, London, San
Francisco, Toronto, Abu Dhabi, Durban, Athens,
Slovenia, Copenhagen
– Convention Centres – Melbourne,
Adelaide, Qatar, QEIICC
– Hotels - Accor Group, Preferred,
– Intercontinental
– PCO’s - Congrex, Kenes
– Airports - Aeroports de Paris / Schiphol Group
52. Hotels 2020 – Objectives
• Identify key drivers of change
for the globally branded hotel
sector over the next decade
• Examine the implications for:
Hotel strategy
Brand portfolio
Business models
Customer targeting
Innovation
53. Rohit Talwar
• Global futurist and founder of Fast Future Research.
• Award winning speaker on future insights and strategic
innovation – addressing leadership audiences in 40 countries on
5 continents
• Author of Designing Your Future
• Profiled by UK’s Independent Newspaper as one of the Top 10
Global Future Thinkers
• Led futures research, scenario planning and strategic
consultancy projects for clients in telecommunications,
technology, pharmaceuticals, banking, travel and tourism,
environment, food and government sectors
• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De
Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,
ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,
OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,
Siemens, Symbian, Yell , numerous international associations
and governments agencies in the US, UK, Finland, Dubai,
Nigeria, Saudi Arabia and Singapore.
• To receive Fast Future’s newsletters please email
rohit@fastfuture.com
54. Designing Your Future
Key Trends, Challenges and Choices
• 50 key trends
• 100 emerging trends
• 10 major patterns of change
• Key challenges and choices for
leaders
• Strategic decision making framework
• Scenarios for 2012
• Key futures tools and techniques
• Published August 2008
• Price £49.95 / €54.95/ $69.95
• Email invoice request to
rohit@fastfuture.com
55. Our Services
Bespoke research; Identification &
Analysis of Future Trends, Drivers &
Shocks
Public Speaking, In-
Company Briefings, Accelerated Scenario
Seminars and Planning, Timelining &
Workshops Future Mapping
Personal Futuring for
Leaders and Leadership Expert Consultations &
Teams Futures Think Tanks
Identification of
Design & Facilitation of Opportunities for
Innovation, Incubation Innovation and Strategic
& Venturing
Strategy Creation & Investment
Programmes
Development of
Implementation
Roadmaps
56. Example Projects
• Public and private client research e.g. :
– Development of Market Scenarios, emerging trends and strategies for key clients
– Government and OECD Scenario Projects – e.g. Migration 2030, Future of Narcotics,
Chemical Sector, Family 2030
– Scenarios for the global economy for 2030 and the implications for migration
– Designing Your Future (Published August 2008) – book written for the American Society of
Association Executives & The Center for Association Leadership
– Global Economies – e.g. The Future of China – the Path to 2020
– The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers
– Winning in India and China
– The Future of Human Resources
– Exploiting the Future Potential of Social Media in UK Small to Medium Enterprises
– Convention 2020 – the Future of Business Events
– Future Convention Cities Initiative – Maximising Long-term Economic Impact of Events
– One Step Beyond – Future trends and challenges for the events industry
– Hotels 2020: Beyond Segmentation – Future Hotel Strategies
– The Future of Travel and Tourism in the Middle East – a Vision to 2020
– Future of Travel and Tourism Investment in Saudi Arabia
– Aviation and Airports e.g. Aviation 2030
59. Image Sources p.1
Page
4. http://www.piperreport.com/archives/Images/Medicare%20PFFS%20Plans.jpg
5. http://www.future-classics.org/torcon/images/thursday/thurs3_mtcc.jpg
6. http://www.einstein.yu.edu/iphs/images/think_tank.jpg
8. http://www.ted.com/index.php/talks/aubrey_de_grey_says_we_can_avoid_aging.html
9. http://www.eholidayindia.com/images/currency.jpg
10. Left to Right
1. http://blog.core-ed.net/derekarchives/NokiaFanPhone.jpg
2. http://www.neonpunch.com/wp-content/uploads/2009/03/iphone_apps.jpg
3. http://www.geek.com/wp-content/uploads/2010/08/Steve-Jobs-hologram-on-iPhone.jpg
13. http://miceplaces.com/fileadmin/html_newsletters/emea200903/Qatar-National-Convention-C.png
14. http://img125.imageshack.us/i/37922425e6c7b6607fcn5.jpg/
15. Left to Right
1. http://www.masternewmedia.org/images/social_network_id469214_size440.jpg
2. http://newlycorporate.com/wp-content/uploads/2008/11/conversations_silhouettes_id228513_size450.gif
3. http://everyjoe.com/work/using-brand-sponsorship-for-events/
16. Left to Right
1. http://expertaccess.cincom.com/wp-content/uploads/2009/09/success_ladder.jpg
2. http://michael.hightechproductmanagement.com/2006/03/got_competitive_differentiatio.html
3. http://nationwidecapitalgroupnews.com/wp-content/uploads/2010/07/Upward-Trend-Graph.jpg
17. Left to Right
1. http://www.simonblog.com/2010/02/01/iphone-os-3-2-may-support-video-call-conferencing-and-file-download/
2. http://gadgetheat.com/wp-content/uploads/2008/05/surf-chair.jpg
3. http://msnbcmedia2.msn.com/j/msnbc/Components/Photos/070112/070112_virtual_reality_hmed_8a.hmedium.jpg
18. Left to Right
1. http://www.blueskyuk.com/cm_images/New_Media_-_Web_Streaming_laptop.jpg
2. http://3.citynews-napolitoday.stgy.it/pictures/20100820/pay_per_view.gif
3. http://www.skylinetradeshowtips.com/what-is-an-acceptable-cost-per-lead/
60. Image Sources p.2
19. Left to Right
1. http://www.successpropublications.com/images/computr.jpg
2. http://www.1stwebdesigner.com/design/client-tactics-maintaining-existing-clients/
3. http://www.philipgraves.net/should-you-care-about-customer-satisfaction.html
20. Left to Right
1. http://images8.cpcache.com/product/religion+-+beliefs-recycling+symbol-
recycling+knowledge/414904558v3_225x225_Front.jpg
2. http://sairamenterprise.com/images/Management_consultancy.jpg
3. http://blog.technicalmanagementinstitute.com/active_listening/
21. Left to Right
1. http://www.trustedreviews.com/networking/news/2006/07/18/Sky-Hops-On-Free-Broadband-Revolution/p1
2. http://www.berlin-airport.de/images/Presse/Fluggesellschaften/SXFLowCost_pop.jpg
3. http://blogs.freshminds.co.uk/talent/?p=665
22. Left to Right
1. http://www.telepresenceoptions.com/images/teliris_interact_touchtable3.jpg
2. http://www.reservations.gr/hotelimages/2081/25_conference-room.jpg
3.
http://www.bp.com/liveassets/bp_internet/aromatics_acetyls/aromatics_acetyls_english/STAGING/local_assets/images/Com
puter_data_180_144.jpg
23. Left to Right
1. http://www.wcafamily.com/meeting/wca2009/info/eng/images/guide/image021.jpg
2. http://images.businessweek.com/ss/06/01/big_outsourcers/image/intro.gif
3. http://www.fitnesstrain.me.uk/images/partners.png
24. Left to Right
1. http://lab.77agency.com/wp-content/uploads/social-networks_small.jpg
2. http://michael.hightechproductmanagement.com/2006/03/got_competitive_differentiatio.html
3. http://4.bp.blogspot.com/_9s8iqcCd0DY/RaTfsRYweqI/AAAAAAAAAKY/Uc6EoGot3P8/s400/juggle-400.jpg
61. Image Sources p.3
25. Left to Right
1. http://www.skylinetradeshowtips.com/what-is-an-acceptable-cost-per-lead/
2. http://www.dirtcheapgeo.com/Quarterly_Savings.htm
3. http://www.worldofstock.com/slides/SMB1094.jpg
26. Left to Right
1.
http://ourlifeinoz.files.wordpress.com/2011/02/685375_thumbnail_280_sa_s_frist_state_wine_festival_2011_cellar_door_win
e_festival_adelaide-v1.jpg
2. http://www.adelaidecc.com.au/files/5366-800x533.jpg
27. http://blog.sustainablog.org/wp-content/files/2007/11/ted.jpg
28. http://www.sustainablecitiesnet.com/wp-content/uploads/2009/12/CityChallenge_GlobeForum-600x263.png
29. http://ready2spark.com/wp-content/uploads/2010/09/event_camp_twin_cities.jpg
30. Left to Right
1. http://ak2.static.dailymotion.com/static/user/858/009/4900858:avatar_large.jpg?20100806174220
2. http://www.liftconference.com/files/images/lift10_poster_300px.jpg
31. http://www.gastro2009.org/impressions/ind_exh/index.php?navId=277
32. http://www.foodservicenetwork.nl/
33. http://jeffhurtblog.com/2011/02/10/why-pcma-learning-lounge-worked/
34. www.innotown.com
35. http://www.imex-frankfurt.com/images/Galleria1.jpg
36. Top to Bottom
1. http://www.mrcheckout.net/tradeshow454.jpg
2. http://www.topboxdesign.com/wp-content/uploads/2009/08/Melbourne-Convention-Centre-by-NHArchitecture-in-Australia-
interior-design-588x440.jpg
37. Left to Right
1. http://cdn.blisstree.com/files/2009/10/Chef-Zuma-Press-Michelle-sm.jpg
2. http://www.thechefalliance.com/userfiles/image/Chef/chef%202%20chefs%20prepping%20veggies.jpg