5 Meeting Trends for 2016

At the beginning of a new year we can always read numerous articles about the top meeting trends. Trendwatchers spend months researching and interviewing industry professionals and eventually come up with their top trends. From all the articles that I’ve come across these last weeks I’ve put together my personal top 5 meeting trends for 2016.

1. Personalisation

People are individuals and they want to be treated as such – also when it comes to participating in meetings and events. The larger the event the more difficult it is to create a personal experience, but also the more important it is. Somewhat of a paradox, but personal, tailor made experiences can make or break an event in the eye of the beholder. To maximise (marketing) efforts, personalisation should be applied prior to, during and after an event. Relevant content, flexible programme options and social interaction & engagement opportunities are all means that can be used to offer a personal experience.

one size does not fit allBy the way, personalisation is a logical development from another mega trend that we started hearing about a couple of years ago: big data. Simply said, big data refers to collecting large amounts of available data and – most importantly extracting – value from this gathered information. In other words, big data is a necessary means for personalisation and the two go hand-in-hand.

2. Crowd streaming

When we talk about Live streaming it is usually the event professional or meeting organizer who is in charge of the broadcast. The organizer keeps full control over what is and isn’t broadcast and how. Crowd streaming on the other hand is user generated content. The stream is created by attendees of the event, which means that the event organizer cannot influence the broadcast. Periscope and Meerkat, tools that both surged in 2015, show great examples of crowd streaming.

Democratic presidential candidate Hillary Rodham Clinton is seen on the display of a phone as she speaks to members of the media after meeting with small business owners, Tuesday, May 19, 2015, at the Bike Tech cycling shop in Cedar Falls, Iowa. (AP Photo/Charlie Neibergall)

Live crowd stream of Hillary Clinton responding to questions (AP Photo/Charlie Neibergall)

Losing control over what is being broadcast might sound scary, but don’t be afraid. Crowd streaming is actually a great opportunity for the events industry. It’s a unique way to get attendees engaged, particularly those ‘attending’ remotely. Event professionals should embrace crowd streaming as a (content) marketing tool to attract (potential) attendees for future events. One thing to keep in mind though is the legal perspective for both live and crowd streaming: everything being broadcasted is subject to rights.

3. Shared economy for venues

screen shot headbox homepage

screen shot HeadBox homepage

By now most of us have embraced the concept of social sharing. Airbnb and Uber, probably the most renowned social sharing companies, have become part of our daily lives. In 2016 this trend will likely expand more specifically to the meetings industry as well, with a number of ‘airbnb for venues’ platforms popping up. HeadBox and Splacer, for example. And that is a good thing as it offers a lot more flexibility for both supply and demand.

4. Safety First

Safety always has been and always will be part of the meetings and events industry, especially for large or high profile events. However, taking into account current affairs the pressure to ‘guarantee’ a safe environment for attendees and staff is increasing. While in the past safety might not necessarily have been one of the top priorities it will definitely be on the top of the list for a growing number of events. Just meeting the basic safety requirements will not be enough anymore. Event planners will have to go the extra mile to make everyone feel safe. Communicating openly about (extra) measures taken and action plans in case of a threat will make information more accessible for everyone involved.

5. Sustainability

A few years ago Green Meetings was a buzzword. While it’s been buzzing a bit less loud these past years, it definitely has not gone away. Quite on the contrary. In light of the recent Climate Change Conference in Paris it is clear that sustainability has to become the standard, not something you do to stand out.

The difference is that we are now focussing on more differentiated trends in the meetings industry. Digital itineraries, working with event apps rather than print-outs, chosing renewable resources, opting for green transportation, working with local suppliers, giving back to the community, digital goody bags – all trends that we see in the industry. And each single one of them is part of the larger sustainability trend. This one’s here to stay.

green transportation - the Dutch way

green transportation – the Dutch way

During the next weeks I’ll take a closer look at some of these trends. In the meantime, I’m very curious: what are your top meeting trends for 2016?

Meeting trends for 2015

A new year, a new perspective. Many people said something about new meeting trends. We’ll have to wait and see of all these come true. Of course I have my ideas as well. I think the following things are going to be a meeting trend in 2015:

meeting trends 2015

Big data
Big data is huge in all sectors. The meeting industry has to do with a lot of data, acquired by email marketing, checkins, community management and offline forms. There are a lot of possibilities with all this information. For instance creating specific profiles that helps you target your message even better. But you can use all the information also for creating your own persona’s.

Focus on interaction
It’s all about the attention span. We have to focus more on engaging the participators than ever before. For instance by asking them to take part in discussions or come up with the subjects for the speakers.

Online is mainstream
A fast wifi connection is a must nowadays. So are a good website, engaging social media platforms and apps. People will expect more online tools, all information on a event website, event hashtags – all mobile friendly.

Budgets will be spent wisely
During the economic crises we learned a lot about our budget. Whats is truly necessary? Where can we cut costs and where can we partner up to save money? I think this trend will continue in 2015 as well. Not because budgets are still tight, but because we live in another world.

Re-use information for content marketing
Videos of speakers, whitepapers, pictures etc. In 2015 we will collect all materials smarter and use them for content marketing reasons to keep engaging participants after the event.