Weaned on meetings andevents Although they will continue to sell "classic" wines for most of 2020, the professionals are planning to make up for it next year, albeit in moderation. According to the new American Express Meetings & Events 2021 Global Meetings and Events Forecast reportAs a result, the "all-virtual" approach is likely to give way to a "virtual" approach.face-to-face eventsbut above allhybrid operations. According to TMC's Meetings & Events division, this should coincide with a gradual return to normality. " The key lesson of our report is clear: meetings must be held. There is a willingness to return to face-to-face meetings as soon as it is safe to do so, and hybrid meetings will be the catalyst "Gerardo Tejado, Senior Vice President and General Manager of American Express Meetings and Events.
it was incredible to see the passion and innovation that went into bringing people together through the increased use of technology
However, according to the authors of the report, this technological challenge has created a certain amount of emulation, and highlighted the ability of companies to adapt: " The importance that companies around the world continue to place on meetings and events is evident from the speed with which they have moved from face-to-face to virtual formats. For myself and my team, it was incredible to see the passion and innovation that has gone into bringing people together through the increased use of existing technologies. "says Gerardo Tejado. But this forced digitalisation has also shown its limits, not only in terms of motivating participants - the report points out " the lassitude generated by virtual meetings "But also in terms of cost. According to American Express Meetings & Events, 35 % of virtual and hybrid events would require the services of an agency capable of managing a full range of services.
According to the Global Meetings and Events Forecast, the "common ground offered by hybrid events should therefore accompany the resumption of face-to-face operations. The latter should even represent half of the 2021 programme on the European market according to the agency's forecasts. However, these will be simple, small-scale meetings, organised on a local or even regional scale.
