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#MPINCCACE
Meetings in 2027:Predictions for the Future of
the Hospitality Industry
Dan Berger@danberger
Founder & CEOSocial Tables
#MPINCCACE
Presenter-Audience Agreement
• You’re free to leave any time.
• Questions welcome whenever.
• Take as many photos and share as you please.
• Engage on social: @danberger | #MPINCCACE
I am a participant.
I am a planner.
I am a supplier.
120 employees
Raised $22.6 million
Founded in 2011
The #1 software for planners and properties to collaborate online.
4,229 customers creating
1.73 million events with
210 million participants
I am a participant.
I am a planner.
I am a believer.
I am a supplier.
We envision a world where face-to-face events achieve great things
Sample of the 40+ awards Social Tables and its leadership have received.
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MPINCC Annual Conference & Expo 2017Learning Objectives
● Develop insight into how our industry is performing.
● Check in on how far our industry has come thanks to technology.
● Review trend and subsequent predictions that will give you a glimpse of what might be ahead.
open_discussion
How would you describe the health of our industry?
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MPINCC Annual Conference & Expo 2017
Politics and PoliciesA potential trade war and ongoing immigration issues will impact the global hospitality industry, hospitality leaders believe.
DemandIndustry leaders believe corporate travel will bounce back in 2017 due to the stock market’s performance, “lessening regulations on corporations, slashing their tax rates, and building up a more robust transportation infrastructure.” This will contribute to an increase in ADR, which will increase RevPAR by an estimated 2.3%.
SupplyAn increase in hotel room supply will marginally outpace growth in demand, resulting in a decline in occupancy to 65.3%. Airbnb remains a wildcard.
The State of Travel and Hospitality in 2017
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MPINCC Annual Conference & Expo 2017The State of Group Business in 2017The Overall ClimateWe are still in a supplier market. Chains are reporting strong group booking toward the end of the year and beyond but tepid short-term booking due to market and government uncertainty.
Budgets and attendance in 2016 grew from 2015 but at a slower pace. Exhibitors numbers grew in 2016 at a higher clip than 2015 so more space was used.
The Biggest ChallengeSafety and security are top-of-mind for planners.
The MegatrendMeetings and events are being festivilized.
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MPINCC Annual Conference & Expo 2017Beyond 2017: A Recession on the Horizon
From 1945 to 2001, and 10 cycles, recessions lasted an average 10 months and expansions an average of 57 months.We’re currently on expansion month #91 and counting.
YEAR Economy
2008 Recession began
2009 Recession ended (1.5 years)
2018 Next projected recession
2019 Expansion
2025 Projected end of an expansion
conclusion
Our industry and the economy are both healthy so we should be cautiously optimistic.
open_discussion
How has technology impacted your job over the last decade?
Information Symmetry
Planners rely on their networks and online
research to learn about destinations before
speaking to sales reps.
Information Asymmetry
Planners used to rely on hotel sales
professionals for research and information.
Destination Sourcing
Pre-Event
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Event Marketing
Permission Marketing
Marketers deliver anticipated, personal, and
relevant messages to people who actually want
to get them thanks to new advertising
technology.
Traditional Marketing
Marketers used to buy email lists, mail
invitations, and add everyone to their
newsletters.
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Pre-Event
Networking
Online
Participants have access to fellow attendees and
technology matches people thanks to
algorithms.
On Site
People let serendipity and networking sessions
do all of the work.
Pre-Event
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An Afterthought
There was no real software built for planners or
event goers.
Integrated
Planners think about what objectives they are
trying to achieve and use the technology that fits
best.
Technology
Pre-Event
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Online Collaboration
Information is centralized online for efficient
stakeholder communication.
Offline Redundancy
Back-and-forth calls, emails, and faxes to
coordinate events and communicate changes.
Working Together
Pre-Event
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Education
Participants
Speakers have a dialogue with participants. They
use technology to engage them and apply adult
learning best practices.
Attendees
Presenters spoke at attendees.
During EventPre-Event
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Physically Attending
Attending in the Flesh
The only way to attend an event was to
physically be there.
Virtual Attendance
Live-streaming is free and is used to build future
attendance.
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During EventPre-Event
Disseminating Information
The Mobile App
Real-time information is distributed digitally
through an app, social, and email.
The Event Guide
Information, including the schedule and attendee
list, was distributed through physical collateral.
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During EventPre-Event
Event Lifespan
Events were Finite
The life of an event spanned was limited to its
allocated time.
Events are Evergreen
The lifespan of an event extends past its
allocated time. People connect and share online
afterwards.
Post-EventDuring EventPre-Event
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Event ROI
ROI is Measurable
Events are considered a marketing product.
Their impact can be measured thanks to
software and hardware products.
ROI was an Unknown
Event and meeting spending went into a
marketing black hole.
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Post-EventDuring EventPre-Event
Sharing Information
Information is Shared
Content is distributed far and wide by speakers.
It is amplified by participants through live
tweeting, live streaming, and social media
posting.
Information was Withheld
Content was held closely by speakers.
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Post-EventDuring EventPre-Event
open_discussion
What are some of the ways the industry will change in the future?
trend_alert
Industries are changing in front of our eyes.
The industry processes we know today will be obliterated.
trend_alert
Events are getting a makeover.
The Annual Meeting will become endangered.
Events will be reimagined as festivals.
trend_alert
Software is eating the world.
Coordinating event logistics will be automated.
Artificial intelligence will make events better for everyone.
We won’t be able to tell the difference between real and virtual events.
Complex productions will be cheaper and easier to organize.
Most group business will be booked online.
There will be fewer site visits and site inspections.
Hotel sales people will become value-added meeting consultants.
A new computing platform will change the way we experience meetings.
Event apps will no longer exists.
Serendipity will be less successful than algorithms.
trend_alert
Organizations are getting better at collecting and using data.
There will be more events,with bigger budgets.
Event Professionals will join Executive Teams.
The room block will play second fiddle to economic impact.
A governing body for the meetings industry will emerge.
trend_alert
Hotel operators are more focused on margins than ever before.
The hospitality industry will be moreprofitable than ever.
Technology will be an integrated part of the convention service team’s offerings.
trend_alert
Homesharing is mainstream.
@danberger | #MPIMICHAPTER
Hotels will do mostly group business.
trend_alert
Robotic capabilities are evolving.
Robotics will be used in facility operations.
The best photographers will know how to fly.
trend_alert
The middle class is growing as travel is becoming easier.
Second tier cities will become premier destinations.
The “Golden Age of Travel” will continue.
Connecting | Q&A
email: [email protected]
twitter: @danberger
snapchat: @danjberger
if you give me your card, I
can send you the slides!
