Issue link: https://digital.copcomm.com/i/129161
•pg_40-44__BMT_pg3-58 4/30/13 9:17 PM Page 41 1. WE WILL TRAVEL MORE AND MEET GLOBALLY. Although there is a trend toward hosting more local meetings, more than one billion tourists traveled internationally in 2012, according to data from the World Tourism Organization UNWTO, the United Nations specialized agency for sustainable tourism. December 13, 2012 was the symbolic day when this happened. Who was it? Unfortunately it wasn't a business traveler, but it was a British tourist visiting Madrid – a celebration was held in her honor that day at the Museo del Prado. And if you're not sure about the importance of this milestone, just compare this to 1990 when 450 million tourists traveled internationally. 2. WHERE IN THE WORLD WILL WE MEET IN 2013? Orlando, London, Shanghai and the Riviera Maya (Mexico) are likely to be top destinations for business meetings in their regions, according to the Global Business Travel 2013 Forecast by American Express Meetings & Events. London should gain even longer-term visibility by leveraging its Olympics legacy status to attract other major events and programs, starting this fall when Olympic Park will become available for private events. Other destinations that made the list include Las Vegas, Singapore and San Juan (Puerto Rico). Barcelona's moderate winter climate and dedication to hospitality will always attract business travelers. And Singapore consistently appears as one of the top cities for international meetings, having a reputation for a high concentration of business and leisure activities. Other destinations on Business Travel Destinations' watch list include (but are not limited to) Berlin, Madrid, Mexico City, New York City and Thailand. on the trade show floor. And for smaller meetings, there will be a greater focus on creating intimate experiences. 4. WE WILL CONTINUE TO DEFINE THE ROLE OF TECHNOLOGY AT THE TABLE. For those who worry that we will replace live meetings with online meetings, this shouldn't be a concern. Instead, the question in front of us is, how can we incorporate technology into meetings? Dominguez perceives technology as a social tool that enhances face-to-face. The vast majority of meetings are targeted to smaller groups to gather for business reasons. Business objectives will drive the decisions as to when and how we meet. With that in mind, it's reasonable to project that technology will help build those communities through the use of social media, web meetings and video streaming. And this will continue to evolve for the next five years. 5. We will incorporate wellness when on the road. As they say, all work and no play... All kidding aside, wellness is a vital part of business meetings that was mischaracterized as simple indulgences in the past, but it really helps us to be more productive, explains Jennifer Lyn, spa director at Mandarin Oriental Las Vegas. This can certainly be achieved through a range of personal spa services and time in the fitness center, but wellness will continue to play a greater role in the program itself. Obvious ideas include mini-treatments between sessions, morning group walks and wellness topics that are part of the agenda. Less obvious but equally important is that meeting schedules will continue to evolve toward shorter and more interactive activities that will keep attendees moving. Catering will also reflect healthier options and a greater emphasis on more sustainable menus. 3. WE WILL MEET WITH GREATER PURPOSE. 6. WE WILL DEFINE A GREATER ROLE FOR DMCS. In my conversation with Mike Dominguez, vice president of sales for MGM Resorts last fall during IMEX America in Las Vegas, he explained that the way we meet today is completely different than how me met just five years ago. "Content and packaging needs to change, and it is changing," Dominguez said, adding that there's a shift toward meeting with key decision makers and suitable prospects. And he's correct. At conventions, there's a greater focus to incorporate one-on-one and small group meetings directly Destination management companies (DMC) have grown from the ranks of ground transportation into their reputations today for serving as destination event experts, known for their ability to create unique experiences at unique venues. With the volume of destination information today, many meeting planners expect this, but are also requiring greater involvement from the DMCs they hire. Shaun Casey, regional director EMEA for Pacific World, a global DMC, says that he believes B M & T ••• March/April 2013 ••• www.blackmeetingsandtourism.com 41