After analysing business travel trends in its report Business of Travel 2023presented this summer, Accor is now devoting an extensive study to the future meetings and events. The future looks bright, as according to Sophie Hulgardthe Group's Chief Sales Officer, citing forecasts from Statista, ". the global meetings industry should be worth US$1.78 billion by 2030 ". This compares with just under a billion in 2019 and 1.35 billion expected in 2024.
In the wake of the pandemic, the sector has entered a new normal, giving the lie to the prophets of doom who predicted the demise of business travel. Of course, all is not yet rosy. Worldwide tourism is still a few points below of its level in 2019, mainly because air traffic in Asia has not yet fully recovered. And the full recovery of the exhibition industry is not expected before 2026.
However, three quarters of respondents (78 %) said that it would be " very important "for
In the same way, face-to-face events are making a strong comeback in 2024. Similarly, face-to-face attendance is making a strong comeback. After a year in 2023 in which spending was significantly up on 2022, this growth should continue in 2024, with for meetings and events of all sizes. More than three quarters of those surveyed (78 %) by the hotel group expect to see an increase in the number of meetings with fewer than 100 participants next year. The momentum is the same for large meetings, those bringing together more than 300 people, which should also grow according to 57 % of the professionals questioned.
" The need to meet, share and grow is more important than ever" says Sophie Hulgard who, while confirming the continuing importance of face-to-face meetings, nevertheless sees a number of developments: " In the years to come, more and more organisers will be moving beyond the idea of events that simply consist of getting people together in a room to think about how to cementing relationships between participants" .
In this context, the study highlights the importance of the quality of the experience in forging these strong links. " While clients are looking for a return on their investment (ROI), they are more than ever looking for a return on experience (ROX)." says the report on the future of MICE. An experience that involves engaging moments between participants, but also even more modular rooms, venues with fluid boundaries between business and pleasure or spaces specially designed for collaborative and creative experiences, such as the new Espace C2 in the Pullman Paris Montparnasse. "As organisers, we need to consider how we can optimise networking, collaboration and connections."says Johan Vakidis, General Manager of C2 Creativity.
But Accor's new report also points to other trends that should shape the sector's growth, notably the search for a better balance between life and work. Could it be that the days when meetings were held throughout the day, ending with a few drinks in the bar, and then some? The pandemic has brought the "work hard, play hard" philosophy to an end for smoother productivity that still delivers results, but at your own pace and in your own way. " No one wants to be pushed to their limits, or to return from a business trip more tired than they were at the start." Meenaz Diamond, Accor's Senior VP Meetings & Events, remarked last summer at the Global Meeting Exchange event, which served as one of the bases for the study.
Consuming less alcohol and meat, but more vegan products, the new generations are putting a healthy spin on their wine, making their food healthier and more nutritious. well-being one of their pillars. " Without completely eliminating the conviviality offered by alcohol, we need to think about the way we approach food and drink, abandoning coffee, biscuits and sweets in favour of nutritional elements that can boost energy levels at certain times of the day and promote sleep." says Emlyn Brown, Senior VP Wellbeing for the French group.
Or how to get the day off to a good start at breakfast and avoid the after-meal slump. In the same vein, a concept from Wellness Lounge has also been developed around several major events, a place focused on recovery, relaxation and regeneration for the benefit of participants.
Finally, if there is one major, structuring trend that is taking on capital importance in the eyes of companies and hoteliers alike, and that is shaping the future of meetings and events, it is the trend towards the use of the Internet: eco-responsibility. But no one will be surprised...
