Those of you who think we are working in tourism or travel need to change your view. We are in the business of conceptualising and creating meaningful and inspiring events that meet specific business objectives to which our clients aspire. This could be increasing sales, building loyalty or brand, creating unforgettable experiences and networking, launching a new product or rewarding top performance. But, in an ever-changing global business world, the most prized asset remains constant: excellent performance.
As relationships change with the influence of technology and globalisation, a new form of organisational management in the meetings industry is required.
A holistic approach to managing events, using the power of today’s interactive and collaborative communities brings more meaning and value. New models and behaviours bring new expectations and a quest for new ways to co-create experiences which help improve performance.
New business models are emerging. Associations are redefining their structures and content strategies. Companies are striving to enhance market differentiation and improve efficiency. Governments are redeploying resources in light of increased public accountability.
All are rethinking relationships and recognising the growing importance of connections between people as a source of value, while the trend towards outsourcing management services is set to continue.
Investing in talent and technology will be necessary to deliver higher quality services and more value.
Those who still see themselves as travel management companies or event organisers will need to adapt. Others will need to seek new partnerships, mergers or acquisitions.
All of us need to change our language. We need to speak, and think clients’ language, not the business travel industry language.
It will improve the image our industry often has of being party organisers.
Face to face or cyberspace?
Social media and new technologies are creating an unprecedented culture of collaboration and a new balance of power. Content and ideas can be shared on a global scale with the touch of a button.
So global meeting management companies need to offer a full range of integrated solutions, from strategy to creation and implementation, designed to engage.
Face-to-face meetings will always be an integral part of how people interact; by nature, virtual connections don’t exist and nothing is social about social media without real people, in real places, in real time.
Glocal growth
Events are critical to the development of business, research, the professions and technology – and also key factors in generating new investment and profile for the destinations that host them.
More international companies and associations will be signing contracts that cover meetings and events in multiple countries. They will look for trusted partners who can deliver a level of service and quality, consistently and globally.
Any comments? Email exhibitionworld@mashmedia.net
