Do You Wish We Had a Crystal Ball for 2022?
Written by Katie K Riggs
If you feel like we have been on a roller coaster for the last two years, you aren’t alone. Those of us in the meeting and event industry have been on the ride of our lives. Of course COVID has played a large role in this, but there are many other contributing factors such as heightened social awareness, political unrest, and labor and supply chain shortages — to name just a few.
We are starting to adjust to what this new normal looks like and plan for how we will continue to thrive in an environment where we now think as much about vaccination rates as we do event specifications. While we don't have a crystal ball, there are forecasts for what 2022 will look like for the meeting and events industry.
The Shift. With duty of care high on the list as a focus, many organizations aren’t seeing a decrease in overall meeting execution; however, they are seeing larger meetings move to smaller more frequent gatherings. This can be great for attendees. It may make a meeting convenient or affordable for them while providing a safer way to gather.
Host organizations can see benefits despite the added work. By making the meetings more accessible, it is likely you will increase your attendance and revenue. Be smart when designing the calendar to not overwhelm staff and also take average of multi-meeting discounts with vendors.
Sense of Urgency. With an ever-changing climate many organizations and individuals are waiting longer than ever to procure registration and travel for meetings and events. This is important to note for a few reasons. This can put a lot of pressure on planning teams as they prepare final materials and onsite details. It can also make it difficult to accurately estimate set and menu needs.
Increased Cost of Doing Business. Costs are going up across various industries. This impacts the attendee as well as the host organization. As many companies and associations are striving to work on leaner budgets after what may have been a tough 24 months financially, they are having to adjust to increased registration and travel costs.
The host organizations are recovering from low or restricted attendance while also offering low or no cost virtual education or events. There is a need to get back to paying full price for meetings and even increased prices to fight increased industry costs.
Attendee Engagement. It is no secret that attendees are struggling with digital fatigue. In an environment where everything has been virtual for so long, people are zoning out faster and in desperate need of human interaction and gathering. This is a good thing as we return to in person gatherings. True engagement happens best when people gather, discuss, and connect.
Old Dog, New Tricks. Meeting pros have realized the need for re-skilling themselves. In the latest Meetings Outlook report, respondents were asked what skills they’ll most need to learn or expand upon to remain competitive in the meeting industry of the future. Not surprisingly technology was rated number one with creativity coming in a close second.
Stop Planning and Start Designing. Is there still a need for masterfully planned logistics? Heck yes, but should it not be the primary focus. The savvy 2022 attendees expect more and need more from your meetings and events. You must be planning with them at the heart of everything. Sounds hard? Not really! Organizations just need to plan ahead and think strategically.
As we look to 2022, we know one thing is for sure. We, as an industry, are ready and poised in a way to adapt to change.