Conventa Future Trends Survey
EXPLORE New Europe,
MEET new partners and
CREATE unforgettable events
Join us at the 12th edition of Conventa which will take place from 22 – 23 January 2020 in Slovenia’s capital Ljubljana and will be followed by fam trips to the most interesting venues and marvellous destinations of New Europe.
Why would you come to Conventa?
Petit in size and big in quality and hospitality, Conventa focuses on bringing the highest quality buyers and exhibitors.
Organised by professionals for professionals, Conventa is the hub of New Europe’s meetings industry.
Networking and relaxed atmosphere help providers and clients become true long-term business partners.
Pre-Conventa Activities – Trend Bars
After successful Conventa Trend Bars in Sofia, Bucharest, Sarajevo, Podgorica,
Dubrovnik, Zagreb, Belgrade, Ljubljana and Split, it is with great pleasure that we are able to announce the hosting cities of Conventa Trend Bar 2019.
The event is formed as an interactive workshop, where we try to find answers about how to make events and destinations more interesting, different and efficient on the current turbulent market.
Conventa Future Trends Survey
As the development of the event and meetings industry is getting faster by the minute, predicting the future has become virtually impossible. Most predictions are based on the visions of large tech companies but that only partially solves the problems of the industry. A big emphasis has been put on different tools that could help change the world of events.
We decided to ask meeting planners for their opinion and 108 of them responded to our questionnaire. The survey took place between the 14th of November and 24th of December 2018.
The respondents are mostly optimistic about the future (as many as 85.6% of respondents are highly or moderately optimistic). The number of pessimists among the respondents is negligible.
A: Structure of respondents
The question about the age of respondents in 2030, which is the target year of the survey, was particularly interesting. The survey was filled out by the currently most active event organisers who will be in 2030 in the following age structure:
51 – 70 years 52.6 %
71 years and more 24.7 %
36 – 50 years 21.6 %
26 – 35 years 1 %
Meetings planners from 34 countries responded to our questions. Most of them were from Great Britain, Slovenia, Germany, Italy, Austria, Serbia, Portugal, Spain, France, and Belgium. The structure of the respondents was also interesting. The majority were part of companies that organise meetings, followed by PCO and DMC agencies:
Corporate meeting planner 24 %
Agency (PCO, DMC) 23 %
Event agency 17 %
Convention Bureaus and destination organisations 16 %
Congress venues (hotels, convention centres) 5 %
Other 8 %
More than half of the respondents (51%) organise more than 20 events per year, the second largest group form respondents who prepare 11 to 20 events per year (22.4%). The respondents usually organise medium-sized events with 41 to 200 participants (56.1%).
The structure of the venues, where respondents organize events, is also interesting:
Hotels 40,41 %
Special venues 27,98 %
Conference Centres 20,21 %
Universities 6,74 %
Other 4,66 %
“Face-to-face” personal meetings are essential for business success. Participants wish for networking, excellent communication and sense of community.
B: What are the biggest challenges of the industry today?
There is no direct link between megatrends and the current challenges of the industry. The present key challenges are namely the budgets of events, the way participants get acquainted, and the creative method for organising events. It is mostly about short-term challenges that the respondents can directly influence. As less important, they see challenges that are beyond their control and reach. A more detailed insight reveals some correlations which are also important for predicting the future, as it is a matter of challenges that are important today but will be crucial in the future. These are, in particular, the challenges of new technologies and digitalization and the question of safety at events.
C: What megatrends will influence and challenge the meetings and events industry in the future?
Respondents agree that the key trend that will affect the event organization will be technology, followed by sustainable development. Additional suggestions are also interesting; safety, which can be placed immediately after mobility, stands out and a number of respondents highlighted it as a megatrend.
D: How will the way of organising events change over the next 20 years and what will mostly affect the performance?
– More than half of the respondents think that the time for networking will extend (56.7%).
– Over a half of the respondents (49.5%) think that the length of meetings will be shortened.
– A half of respondents think that the length of the workshops will remain the same (51.5%)
– Half of the respondents think that the length of social events will remain the same (49.5%).
The following technologies will have the biggest impact on organization of events in the future:
3.5 Audience Engagement Solutions
3.26 Augmented/Virtual Reality
3.26 Interactive Tables and Screens
3.23 Real time language translation
2.98 Hologram Projections
2.98 Robotics and Machine Learning
Respondents ranked the following as their main priorities in the next 20 years.
Participants satisfaction 7.0
Increasing number of contacts/leads 5.4
Improved engagement with clients 5.0
Revenue increase 4.8
Reaching the relevant audience 4.5
Team spirit 4.4
In summary, the respondents consider that the most important aspects of the organization of events in the future will be:
Passive participation 1.4
E: How important will the destination experience be in the future?
Respondents believe that the experience of the destination will be an extremely important factor in choosing a destination. In this regard, they have a very unified opinion as most agree that this will remain an important part of the competitive advantage.
The results are as follows:
The destination experience will be extremely important 72.9%
The destination experience will be very important 15.6%
Experience of the destination will be less important 10.4%
The experience of the destination is partly important 1.0 %
The participants were also asked about the destinations of the future (countries and cities). The answer to this question was very dispersed, as it depends on a number of factors. Nevertheless, a sample of future destinations has been clarified.
Among the countries, the respondents selected:
The countries of Central Europe and Scandinavia achieved high scores in the survey.
Among the cities, most of the respondents chose:
The answers about the cities are much more dispersed. Among the comments, the main remark is that this will depend on the safety and accessibility of individual cities, as well as on their marketing.
F: What will be the changes in the field of marketing?
In the marketing field, the changes will be extremely dynamic. We checked the situation by asking a question which marketing channels will have the greatest decrease in consumption over the next 20 years?