Convention 2020 - Future of Corporate and Association Events - Imex Las Vegas 11-13/10/11
1. The Future of Corporate and
Association Events
IMEX Las Vegas
October 11-13th 2011
Rohit Talwar
CEO – Fast Future
rohit@fastfuture.com
www.convention-2020.com
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
4. Organisations Need to Work on
3 Horizons in Parallel
1-12 Months 1-3 Years 3-10 Years
Operational Drive for Creating
Excellence Growth the Future
7. To help ensure focused outcomes, corporate and association meetings
will increasingly design their events around a few central topics with all
programme elements tightly integrated to these core themes.
(213 respondents)
70%
60%
50%
40%
30%
20%
10%
0%
Strongly Agree Disagree Strongly
Agree Disagree
8. What key delegate expectations will drive event strategies?
(8 options)
Rising participant
expectations – learning,
experience, facilities and
comfort
Pressure to deliver
tangible ROI, immediate
results and 'take aways'
Strong integration of social
media and inter-linking with
external audiences
9. What key strategic priorities do you expect for corporate and
association event owners over the next 1-3 years? (11)
Cost reduction Clear measurement of ROI
Shortened planning and execution cycles Greater use of Hybrid /Virtual
10. What innovations do you most expect to see in business
events over the next decade? (8 options)
Use of events to build Extensive value-adding Co-location of events
extended communities pre-event engagement
with attendees
11. What key features do you expect to see in the design of
corporate events over the next decade? (11 options)
“Relationship building" with Change Behaviour / Culture
external participants
Accelerated learning / Complex Problems Serve multiple roles
12. What major trends do you expect to see in the evolution of
association strategies for managing their event portfolios
over the next decade? (11 options)
Partnering w/ online communities Merger of events
Greater selectivity on events Use events to capture innovation
13. What key developments do you expect to see in the way
associations plan and manage individual events? (9 options)
Focus on developing new pricing models and
revenue streams
Revamping of trade
shows to become
solution fairs and
learning zones
Better profiling and targeting of attendees
e.g. addressing demographic blind spots
14. Associations will positively encourage member groups to form and run
events under their brand - providing administrative support and taking a
share of revenue. (210 respondents)
70%
60%
50%
40%
30%
20%
10%
0%
Strongly Agree Agree Disagree Strongly
Disagree
15. To survive in the face of intense competition, large association events will
increasingly seek to become key "industry happenings" - providing new
information, innovation, learning and experiences and creating an
atmosphere where people want to be (210 respondents)
60%
50%
40%
30%
20%
10%
0%
Strongly Agree Agree Disagree Strongly
Disagree
16. Associations will increasingly look to broaden their portfolio by
partnering with other suppliers who offer research, e-content,
conferences, webinars, virtual events and online communities that
directly compete for member attention (209 respondents).
70%
60%
50%
40%
30%
20%
10%
0%
Strongly Agree Disagree Strongly
Agree Disagree
17. In the face of economic uncertainty, what strategies do you
expect corporate and association event owners to adopt to
drive down costs? (14 options)
Closing unprofitable meetings Running shorter events
Merging of events Choosing cheaper host
destinations
18. What key revenue generating options do you believe
associations are most likely to adopt? (15 options)
Packaging and resale of wider Video capturing content for
event content resale
Demanding greater financial Launch events specifically
support from host cities/venues designed for resale
19. Which of the following do you expect to become increasingly
important factors in the design and delivery of business
events? (13 options)
Clear link between event design and goals Support for social media activity
Formats encourage open/deep dialogue More experimentation with hybrid/virtual
20. Which of the following do you expect to become increasingly
important features of the delegate experience? (10 options)
Genuine dialogue between Personalization - wider Participant rich - formats to
speakers and delegates choice of topics and support and encourage
session formats participation and social
learning during conference
sessions
21. What key roles do you see social media playing in the
management and delivery events over the next decade?
(13 options)
Improve event marketing, Increase delegate engagement before,
targeting and communications during and after the event
Enable instant feedback on sessions Online co-creation of events
22. The use of social media will rise rapidly in the next few years and then
decline over time – with the emphasis shifting to full engagement in the
live experience as a pleasant diversion from the increasing technology
dependence of our everyday lives (203 respondents)
60%
50%
40%
30%
20%
10%
0%
Strongly Agree Disagree Strongly
Agree Disagree
23. What key technology developments do you expect to see in
business events over the next decade? (12 options)
Affordable or free Wi-Fi Use of mobile ‘apps’ for networking
Online conference communities Telepresence links to remote
audiences
24. Knowledge management – Over the next decade, what strategies do you
expect business events to adopt to maximise knowledge exchange,
creation and capture? (11 options)
Knowledge portals to capture Use of events to create new
content generated knowledge networks
Detailed briefing of speakers Tools to access to (un)structured data
25. The smart phone / tablet and its successors will become the main
interaction point at events – enabling activities such as program guides,
knowledge and contact exchange, download of presentations and
documents, debate and dialogue, delegate interaction, audience response
and voting, speaker feedback and special interest group co-ordination
(202 respondents).
50%
40%
30%
20%
10%
0%
Strongly Agree Disagree Strongly
Agree Disagree
26. Conclusions
Where are the Opportunities?
• Foresight and Insight
• Learning
• Knowledge Leverage
• Value Assessment
• Experimentation
28. 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
29. Fast Future
• Research, consulting, speaking, leadership
• 5-20 year horizon - focus on ideas, developments, people,
trends and forces shaping the future
• Clients
– ING, ABN Amro, Laing O’Rourke
– Marks and Spencer
– Airports - Aeroports de Paris / Schiphol Group
– Vancouver Airport Services
– 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
30. 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
31. Convention 2020
• Global strategic foresight study to help the meetings industry prepare for
the decade ahead - Industry-wide sponsors
• Multiple outputs Nov 2009 – December 2011
• Current studies on future strategies for venues and destinations
32. 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
33. 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
34. 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
35. 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