Stats: 71% of Buyers Say Most of Their Programs Are In-Person

In advance of its Global Meetings and Incentives Travel Exchange, Questex—the parent company of MeetingSpotlight.com—surveyed the attending buyers to gauge the sentiment of the industry for 2021 and beyond. The Buyer Insights Survey checked in on strategies used to stay afloat during the pandemic, new trends of note, regions of interest, deciding factors when working with new suppliers, and more. Here’s what we found:

When it came to strategies used throughout the pandemic, most buyers said they kept in touch with clients (84 percent) via newsletters, social media and reaching out directly, while others said they moved programs to virtual events (55 percent). One-quarter even said they collaborated with competitors. 

As per what regions they were sourcing programs for, there was little surprise: Ninety-two percent said the United States; 71 percent said Mexico and the Caribbean. Due to border closures, quarantines-upon-arrival and limits on the size of in-person events across the world, those destinations close to home and open to Americans became the go-tos for meeting planners. Europe was listed 44 percent of the time and, now, with the European Union announcing plans to accept vaccinated Americans this summer resulting in a slew of countries unveiling their own reopening plans, sentiment for Europe is likely even more positive than when the survey was running.

Similarly, most respondents expect the U.S. (89 percent) and Mexico and the Caribbean (78 percent) to see the most growth in the MICE market in the next 12 months. 

The trends shaping the future of MICE events, according to buyers include: Hotel cancellation policies (82 percent); hotels/venues prioritizing safety, security and cleanliness (71 percent); sourcing more domestic programs (69 percent); and converting in-person to hybrid events (62 percent). Some important notes that buyers mentioned ranged from making sure service levels at the venue are what they had been pre-COVID-19, while still focusing on safety, and seeing a trend towards more green destinations, boutique hotels and more free time in the destination during the program. 

When working with a new supplier, 89 percent of buyers said that the cancellation policies were the most important factor. Tied for first was also responsiveness of the hotel representative. A lot wrote in the flexibility is key, as is trust/friendship, transparency, the condition of the hotel/venue and its location.

Good news: Over 90 percent of respondents said they expect positive business conditions for the MICE market in the next year. Additionally, 71 percent said the majority of their programs over the next 12 months will be in-person. The remainder said they expect the majority of their programs to be hybrid. With that said, most (72 percent) said their programs and being sourced within a closer timeframe as a result of COVID. 

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