According to the 2014 American Express
Meetings & Events Global Meetings Forecast, following two years of modest
budget and activity increases, flat or slight declines in meetings spend per
organisation are expected across all regions heading into 2014. Industry
activity appears likely to be stabilising due to a rise in meetings-related
policies designed to ensure meetings comply with company guidelines and deliver
against strategic objectives. Across all regions, meeting organisers will
likely continue to face challenges as they strive to achieve more with flat or
decreasing budgets expected, compared to previous years. In addition, the forecast also identifies four
key trends which may help to shape meeting planning globally in 2014.
- Increased scrutiny
Senior executives are seeking greater
visibility into M&E spending, and assurances that activity is aligned to
company objectives. As a result, meeting planners will place greater emphasis
on a rigorous meetings approval process, and on setting and adhering to strict
guidelines that address the potentially high-risk areas of the meetings supply
chain such as meetings approval, payment, reporting and auditing.
- Close to home
We expect meeting planners to organise more
local and regional meetings to make the most of restricted budgets and reduce
time out of the office. Compliance, cost and travel time are the top drivers of
this trend.
- Meeting venues and
rates
Non-traditional properties, such as outdoor
venues, universities and aquariums, are becoming increasingly popular as
meeting venues. There is also an increasing trend towards incorporating group
fares in strategic meetings programmes.
- Group Air rates
Group air rates are expected to remain
relatively flat this or see some very modest increases over the next two years.
As planners become more aware of the cost advantages, and flexibility and
security benefits associated with group bookings fares, they are likely to
focus more on this area. Many planners looking to find increased savings in a
world where budgets are remaining stable but meeting needs are growing, are
likely to turn to group air to help alleviate a bit of pressure.
- Technology trumps all
Meeting
planners are expected to face greater pressure to incorporate meeting-specific
apps and social media technologies into their events. Expectations regarding
interactivity with other attendees, the ability to share opinions and ‘review’ a
meeting in progress, as well as access to deeper information about presenters
and content, are growing among meeting attendees. However, meeting planners and owners need to
have clear strategies for incorporating and managing social media within their
events to help deliver positive outcomes.
In 2014, meeting planners have an
opportunity to demonstrate the value of events by continuing to look for
opportunities to contain costs and increase efficiency including taking
advantage of group fares and local venues and embracing new technologies to
enhance the meeting experience and outcomes.
This blog was written by Michael Schuller, Vice President, American Express Meetings & Events, Europe. American Express Meetings & Events is
exhibiting at this year’s Business Travel Show, stand B1033.