Issue link: https://digital.copcomm.com/i/129161
•pg_40-44__BMT_pg3-58 4/30/13 9:17 PM Page 42 that DMCs will need to differentiate themselves by fully understanding the brand value of the client. "It's our responsibility to understand the customer's needs," Casey said, adding that this means being dynamic and thinking outside the box. Just as many organizations are evolving their approach to meetings, successful DMCs will need to continue to evolve and transform themselves. 7. AIR FARES IN 2013 WILL REMAIN REASONABLE, GLOBALLY. If your concern is the cost of air travel, this should be a good year to book flights. The price for local and long-haul air travel should stay flat or experience only a predictable increase in the low single digits, according to data from the Global Business Travel 2013 Forecast. And this is the case globally. Of course, this isn't to say that business travelers and others shouldn't keep a watchful eye on other hidden costs that drive up ticket prices, such as optional airline fees and taxes that seem to pile up. 8. HOTEL PRICES WILL RISE IN 2013, BUT THIS VARIES BY LOCATION. North America is where the cost of hotel rooms will increase the most. Due to the recession in recent years, hotel expansions have been limited in the U.S. While there will be a limited number of hotel rooms expected this year, Global Business Travel 2013 Forecast predicts increases of 2-7% in mid-range hotels and 4-9% in upper-range hotels. Outside the U.S., however, prices will be more attractive in comparison. For Europe, Middle East and Asia, negotiated rates will increase between 0.5% and 5% on average. And prices in Asia Pacific will fluctuate based on destination, but generally stay reasonable. What does this mean for international business travel and meetings? This is good news if you have programs planned in 2013 in Europe and Asia, and it should be even more favorable for these destinations in future years. 9. BUSINESS TRAVEL, MEETINGS AND EVENTS WILL CREATE RESULTS. Live meetings, face-to-face meetings and live events are on the rise, according to IMEX Group, which runs two exhibitions – IMEX (Frankfurt, Germany) and IMEX America – for the international meetings, events and incentive travel industry. And demonstrating return on 42 investment is a priority for meetings, trade shows and events, according to the Power of 10, an industry study released in October 2012 by IMEX. They're not alone in this view. In its Global Business Travel 2013 Forecast, American Express Meetings & Events acknowledged that "companies consider meetings and events to be a strategy to driving revenue growth and change management." While this is certainly not a new idea, anytime the value of meetings is elevated to the attention of senior management, it should be seen as a good thing. 10. BUSINESS MEETINGS AND EVENTS WILL CONTRIBUTE TO THE GROWTH OF TRAVEL INDUSTRY JOBS. Travel and tourism is one of the world's largest industries, supporting 255 million jobs and generating 9% of the world's GDP, according to the World Travel & Tourism Council (WTTC). That's huge – one in nine jobs on the planet. But there's even better news: If you want a career in travel, chances are there will be new opportunities for you. For 2013, the U.S. Travel Association (USTA), for example, is expecting 100,000 new travel jobs to meet the predicted growth in U.S. domestic and international demand. Travel will to continue to expand annually between now and 2021. "We expect the direct contribution of Travel & Tourism to global GDP to grow by an average of 4% per annum between 2011 and 2021 with North East Asia making up a growing share of the overall travel and tourism contribution to GDP," says David Scowsill, president and CEO of the WTTC. Business travelers and meeting professionals will play a key role in that growth. These trends comprise a pivotal turning point in business travel and events, and the leadership role that the industry plays in achieving organizational goals will gain more prominence this year. Through the collective voices of organizations such as the WTTC, UNWTO and USTA (among others), the industry will gain greater recognition for its favorable economic impact on local communities and countries around the world. Based in Chicago, Rob Hard publishes Business Travel Destinations, exploring international destinations, hotels, venues and services for business travel, meetings and events. Reach him at editor@rhcommunications.com. B M & T ••• March/April 2013 ••• www.blackmeetingsandtourism.com