Is it the Event or the Destination?
There was a time when delegates were packed into rooms with no views and pop up tables and paid a lot of money to do so.
Traditional industries such as Accounting, Legal and Medical are holding Events in exotic locations such as Africa, Fiji, Hawaii or Bali. Event Planners are now considering activities pre and post the Event as part of luring delegates to register.
This all backed up by a recent study released today by The International Association of Exhibitions and Events (IAEE), The Professional Convention Management Association (PCMA) and The Experience Institute.
Based on 7,171 responses from current and potential attendees, the “Decision to Attend” study examines the reasons individuals choose to attend or not attend conventions and exhibitions. The survey was distributed among 10 organizations from a variety of professions and industries. It identifies behavioral data regarding needs, attitudes and preferences of potential attendees in order to help event organizers and DMOs tailor their conventions.
“This study proves that today’s attendees are seasoned, discerning consumers,” said Mickey Schaefer, FASAE, CAE, CTA, Founder and CEO of The Experience Institute. “The vision is to maximize attendance by learning the nuances of each group in order to match attendees to their preferred environment – an environment where they will thrive, talk about it, and decide to return.”
Here are a few key findings from the “Decision to Attend” study:
• One-half of attendees likely combine attending a meeting with a vacation opportunity, resulting in additional room nights.
• Another half of attendees likely bring someone with them, multiplying overall spend.
• Three-quarters of attendees take advantage of destination offerings by ‘getting out and about’, with Gen Y Millenials leading the pack at 85 percent.
• Eight in 10 will recommend the destination, exhibition and/or event to others, if the experience is positive.
Three-quarters of attendees will consider returning to the destination for leisure travel, if the experience is positive.
This once again is an example of the MICE and Tourism industry overlapping. Time to go and check your inbox for invitations to Events. It is no coincidence that many Events are held in the warmer months at sort after destinations.
Regardless of whether you convince yourself it is a “Must Attend Conference” or a “Good Vacation” on Q2Connect More Friends means More Fun
For a full copy the recent study click here