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Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

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Page 1: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely
Page 2: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely
Page 3: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

Methodology

�In January 2014, Development Counsellors International (DCI) and the International Association of Conference Centers (IACC), in partnership with IMEX Group, developed a survey targeting European meeting planners. The survey was based on a January 2013 study targeting North American meeting planners.

�Survey explored the varying preferences of different generations of meeting planners and how these preferences shape how meeting and conference space is selected.

�More than 3,000 association and corporate meeting planners were invited via email to participate in an online survey between February and April 2014.

�Meeting planners were selected from the IMEX Group’s database of European meeting and conference planners.

�The Survey garnered 101 completed responses, which is approximately the same sample size (94) of the North American survey in 2013.

Interesting generational insights from @AboutDCI and @IACCconfcentres survey presented at #IMEX14!

TWEETTHIS >TWEETTHIS >

Page 4: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

Key Findings

�The vast majority of respondents prefer to receive marketing and sales materials digitally. However, among all age cohorts, “matures” prefer this method of communication the least. Very few respondents, regardless of age, prefer to receive information via phone calls.

�Accessibility/location, appropriate meeting space, cost/pricing/value for money are the primary reasons a facility is selected.

�“Matures” place a high emphasis on business-friendly guest rooms that are ONSITE, likely to minimize the distance needed to travel during the event/conference. This finding was reinforced

when asked about planning meetings for matures. Accessibility/ease of getting around was the most important criteria for selecting a facility for the mature audience.

�Regardless of the meeting planner’s generation, when planning events that will have a majority of Millennials and Gen X participants, technology /ease of connectivity becomes increasingly important, as does offsite amenities and the “cool factor” of the venue and location.

�More than half of respondents do consider the age of the attendees when selecting a venue.

Page 5: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

Respondent Profile

Baby Boomer(47 to 65 years of age)

37%

Generation X(33 to 46 years of age)

48%

Mature(66+ years of age)

4%Generation Yor Millennial

(18 to 32 years of age)

11%

Gen X and Baby Boomers dominate the responses in European Generational Study by @AboutDCI and @IACCconfcentres #IMEX14 #MeetingProfs #Eventprofs

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Page 6: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

Sales and Marketing Preferences

■ Baby Boomer

■ Generation X

■ Generation Y or Millennial

■ Mature

0 30% 40% 50% 60%10% 20% 70% 80% 90% 100%

Sales Appointments

Phone Calls

Digital Information

Sales Events

Trade ShowAppointments

Other

Digital correspondence is king for Baby Boomers, Gen X & Gen Y #eventprofs while mature #meetingprofs prefer tradeshow appointments @AboutDCI @IACCconfcentres #IMEX14

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Page 7: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

Top Criteria When Selecting a Conference Venue

Accessibility/location and appropriate meeting space are top criteria for European #meetingprofs when evaluating meeting space @AboutDCI @IACCconfcentres #IMEX14

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0 2 31 4 5

Accessibility /Location

Appropriate Meeting Space

Cost / Pricing /Value for Money

IT Technology

75%

52%

47%

19%

Page 8: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

Top Criteria When Selecting a Conference Venue by Generation

Cost of meeting space is top criteria for Gen X #meetingprofs while Baby Boomers consider IT offerings for venue selection, reports @AboutDCI #IMEX14

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0 30% 40% 50% 60%10% 20% 70% 80% 90% 100%

Accessibility /Location

Appropriate Meeting Space

Cost / Pricing /Value for Money

IT Technology

■ Baby Boomer

■ Generation X

■ Generation Y or Millennial

■ Mature

Page 9: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

Top Reasons For Not Selecting a Conference Venue

Price, location, lack of hotels & meeting space flexibility are top reasons European #eventprofs have not selected a meeting venue reports @IACCconfcentres #IMEX14

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0 2 31 4 5

Accessibility /Location

Meeting Space Capacity / Flexibility

Budget / Price

Lack of Hotels Nearby

28%

37%

44%

10%

Page 10: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

Top Reasons for Not Selecting a Conference Venue by Generation

Baby Boomer #eventprofs in Europe record price and lack of hotels as top 2 reasons for not selecting a conference venue @AboutDCI @IACCconfcentres #IMEX14

Millennial #eventprofs in Europe are likely not to select a conference venue if meeting space is not flexible for their needs. @AboutDCI #IMEX14

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0 30% 40% 50% 60%10% 20% 70% 80% 90% 100%

Budget / Price

Accessibility /Location

Lack of HotelsNearby

Meeting Space Capacity / Flexibility

■ Baby Boomer

■ Generation X

■ Generation Y or Millennial

■ Mature

Page 11: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

What is Most Important When Choosing a Conference Facility?

Costs and Technology are two of the top factors for European #meetingprofs when choosing a conference facility @AboutDCI @IACCconfcentres #IMEX14

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3.0 3.5 4.0 4.52.0 2.5 5.0

Venue Costs for Meeting Space

Conference Technology / Connectivity via WiFi

Quality of Food & Beverage Offerings

Conference Room Design

Business-friendly Guest Rooms Onsite

Proximity to Off-Site Activities

Onsite Staff Planner

4.4

4.4

4.1

3.9

3.6

3.3

3.3

Page 12: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

Most Important Factors by Generation

European generational study by @AboutDCI @IACCconfcentres reveals Millennial #eventprofs rank cost, technology and F&B as most important factors in site selection #IMEX14

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■ Generation Y

■ Generation X

■ Baby Boomer

■ Mature

3.0 3.5 4.0 4.52.0 2.5 5.0

Business-friendly Guest Rooms Onsite

Conference Room Design

Conference Technology / Connectivity via WiFi

Onsite Staff Planner

Proximity to Off-Site Activities

Quality of Food & Beverage Offerings

Venue Costs for Meeting Space

Page 13: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

Do You Consider the Age of Conference Attendees When Selecting a Venue?

In contrast to North American #meetingprofs, majority of European #eventprofs consider the age of program attendees in the venue selection processes @AboutDCI #IMEX14

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Yes55%

No45%

Page 14: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

What Are the Most Important Considerations For Each of the Following Age Cohorts?

European #meetingprofs consider offsite activity options as important factors for programs with Gen X and Gen Y attendees reports study from @AboutDCI #IMEX14

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MATURES BABY BOOMERS GENERATION X GENERATION Y OR MILLENNIALS GENERATION Z

66+ YEARS OF AGE 47 - 65 YEARS OF AGE 33 - 46 YEARS OF AGE 18 - 32 YEARS OF AGE UNDER 18 YEARS OF AGE

Accessibility / Ease of getting around

Accessibility / Ease of getting around

Technology / Connectivity / WiFi

Technology / Connectivity / WiFi

Fun off-site activities

Classic / Traditional design

Amenities (on and off-site) Off-site activities / Amenities

Offsite activities / Amenities

Technology / Connectivity / WiFi

Good Audio IT Cost Location of venue Cool design / Trendy

Location of venue

Page 15: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

Most Important Elements of the Meeting Space

Open space, moveable furniture and informal set up are meeting room characteristics that European #eventprofs say are most important @AboutDCI @IACCconfcentres #IMEX14

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0 2 31 4 5

4.0

4.0

3.9

3.7

2.9

Space has elements that are conducive to learning or training

Availability of break out rooms with informal, moveable furniture

Space fosters collaboration and innovation

Space provides the ability to recognise sales or key performers

Space has informal furniture groupings to allow participants to socialize and converse with one another

Page 16: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

Most Important Elements of the Meeting Space by Generation

Mature & Millennial #eventprofs in Europe have very different opinions about the importance of meeting space that facilitates recognition of sales and key performers reports @AboutDCI @IACCconfcentres @ #IMEX14

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0 2 31 4 5

Space has elements that are conducive to learning or training

Availability of break out rooms with informal, moveable furniture

Space fosters collaboration and innovation

Space provides the ability to recognise sales or key performers

Space has informal furniture groupings to allow participants to socialize and converse with one another

■ Generation Y or Millennial

■ Generation X

■ Baby Boomer

■ Mature

Page 17: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

When planning programs outside of your home country, what language do you expect the venue’s staff planner to speak when conducting business?

85% of European #meetingprofs expect to conduct business in English when sourcing venues outside of their home country per @AboutDCI @IACCconfcentres research. #IMEX14

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Other

5%

English85%

Host Country’sLanguage

7%NativeLanguage

3%

Page 18: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

A Word About DCI

Development Counsellors International (DCI) is the leader in marketing places. Since 1960, we have worked with more than 400 cities, regions, states and countries, helping attract both visitors and investors. We specialize exclusively in all phases of tourism and economic development marketing.

Headquartered in New York City with regional offices in Denver, Los Angeles and Toronto, DCI has worked with more tourism organizations than all other marketing agencies in North America.

Interested in learning more? We’d love to explore how we might assist your destination marketing organization/convention bureau with MICE marketing, sales and public relations.

Karyl Leigh Barnes, Executive Vice President/Partner t +1-212-444-7123 e [email protected]

Daniella Middleton, Director, MICE Division t +1-212-444-7118 e [email protected]

Development Counsellors International 215 Park Avenue South, 10th Floor New York, NY 10003

Page 19: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

A Word About IACC

IACC represents the World’s Best Meeting Venues. A bold statement to make for any organisation, but Meeting Planners using IACC (International Association of Conference Centres) venues continually say they are the best. The World’s most successful global brands use IACC certified venues for their conferences, meetings and training programs because they offer the very best environments.

IACC Conference Centres achieve this by providing the very best facilities and service, which is designed and operated to allow customers to make the most out of every meeting. IACC has 350 Conference Centre members in 19 countries Worldwide. These Conference Centres provide the world’s most trusted meeting environments, services, and professional

support, and are dedicated to successful outcomes for their customers. The “Meeting Experience” reinforces everything we do at IACC.

Mark CooperChief Executive Officert +44 203 4780 274e [email protected]

International Association of Conference Centres300 Ave de TervurenB-1150 BrusselsBelgium

Page 20: Methodology - Hospitality Net · 2014-06-02 · marketing and sales materials digitally. ... Digital Information Sales Events Trade Show ... Millennial #eventprofs in Europe are likely

Development Counsellors International215 Park Avenue South, 10th Floor

New York, New York 10003T: 212.725.0707 @aboutdci

www.aboutdci.com