Economic Downturn Requires a New Meetings Mindset
Growth in the meetings industry could be headed for a severe slowdown as record-high fuel prices and other factors curb demand, some insiders warn. “That slowdown just might affect your next meeting or corporate function,” notes Jim Etkin, President of ME Productions, South Florida’s largest event company.
“Take into account the added pressure of airline passenger security-screening delays and capacity constraints at airports, and meeting planners might soon be feeling a greater pinch, too,” says Etkin. As airlines look to pass on increased fuel costs and companies cut back on business travel due to weaker economic conditions, passenger demand is expected to suffer.
The solution, says Etkin, is to start aggressively looking in one’s own backyard for both clients and venues of choice, offering these tips:
- Focus on regional meetings. It might be more cost-effective to use third-tier destinations and boutique locations for events and break that meeting for 500 people into regional events of 100 each. And use local vendors – find a DMC that offers more “under one roof” as opposed to shopping around for independent vendors to handle florals, entertainment, sound, lighting, etc. In addition, vendors are pre-screened so quality is maintained. This is more often available through larger DMCs, but smaller companies might also have a preferred vendor list, saving clients cost, energy and effort.
- Don’t skimp on quality. That is one area where being cost effective could backfire. “You still need to deliver all the content in a meaningful and entertaining way, or risk losing your message entirely,” Etkin cautions.
- Promote using events. The ad budget, while necessary, could be replaced by other media approaches that include direct messaging and public relations.
- Go Green – when it make sense. “Going green” can be affordable when done right, says Etkin. “For example, when our team went to Jamaica for one client, they made certain to ship less material and use local products. Even the centerpieces were made from local vegetation and island artists. This saved having to ship enormous amount of material and ornaments, and resulted in a considerable cost savings.”
- Provide a gas allowance for potential clients. Why not consider an incentive for a tank of gas to clients who come “on site” for a visit? Auto dealerships have been doing this for years, along with other promotions. Those ad dollars might be better spent if used as an incentive for face-to-face client meetings rather than blind pitches to a mass audience.
For further information, contact Hal Etkin at 800-544.0033, ext. 121, or visit http://www.meproductions.com.
[ return to top ]
To Cruise or Not to Cruise
A recent survey found that nearly three-quarters of planners intend to use a cruise for a future program, but only 7% have actually taken a meeting to sea. Two travel services professionals believe this is because planners are uncertain about translating a traditional corporate meeting to a cruise environment – so they’ve developed a tool to help ease the uncertainty.
Joyce Landry and Jo Kling, founders of Florida-based travel services firm Landry & Kling, recently unveiled the “Ship-Shape Quiz,” a simple online quiz that includes company-specific questions. The quiz can be taken in under a minute and immediately displays the “feasibility score” of moving an incentive trip or corporate event to a cruise venue.
“The company helped define and establish cruise-based incentive programs, and has been inventing new ways to stage all kinds of events at sea ever since,” Landry and Kling said in a recent announcement. For more information, visit http://www.landrykling.com, and be sure to check out the Cruises feature in this issue of SMERF Meetings Journal.
[ return to top ]
Convention Industry Council Adds Two Member Organizations
The Convention Industry Council (CIC) recently announced the addition of two new member organizations: the Green Meetings Industry Council (GMIC) and the International Association of Professional Congress Organizers (IAPCO). CIC now represents 33 member organizations within the meetings, conventions and exhibitions industry.
“We are pleased to expand our membership, especially into the sectors of the meetings, conventions and exhibitions industry represented by GMIC and IAPCO,” says Brenda Anderson, Chair of the CIC Board and CEO of the Society of Incentive and Travel Executives (SITE). “International expansion and green events are extremely timely issues for CIC and the industry as a whole. We welcome these organizations and look forward to their participation and dialogue.”
GMIC, which first convened in 2003, aims to develop green meeting standards in the CIC APEX project to develop industry best practices, says Amy Spatrisano, President of GMIC and Chair of the APEX Green Events panel. Founded in 1968, IAPCO is a worldwide association representing professional congress organizers and meeting planners. Currently, IAPCO represents 100 members in 37 countries and plays a leading role in the promotion and professionalism of congress organizations throughout the world.
“IAPCO is delighted to join the Convention Industry Council, and we believe that we can contribute greatly to the role it plays both in the international and U.S. arena,” says Patrizia Semprebene Buongiorno, President of IAPCO.
[ return to top ]
HEDNA and PhoCusWright Publish Small Meetings White Paper
HEDNA, the Hotel Electronic Distribution Network Association, in partnership with travel industry research company PhoCusWright Inc., has published a white paper entitled Enabling the Online Marketplace for Meetings: A Toolkit. The report, published with supporting data from PhoCusWright’s research, is a guide to the current state of technology in the rapidly evolving group online marketplace and will help planners understand current opportunities and challenges. The Toolkit helps hotels and others assess readiness for deployment of an online group marketing strategy, offering real-time booking of meeting facilities, simple catering, audio-visual equipment and group rooms. It also serves as a practical resource for planning an online booking solution for small groups and simple meetings of up to 75 attendees.
The Toolkit is based on study by the HEDNA Group Online Committee, which includes over a dozen leading hotel, travel distribution and technology professionals, as well as research by PhoCusWright. Led by Co-chairs John Arenas, CEO of Worktopia, and Scott Harness, Co-founder and Executive Vice President of GTP Travel Group, HEDNA’s Group Committee notes that the technology to enable online booking of meeting facilities and group room nights by hotels is now in place, although not yet in a single online session.
The report describes the current balance of interests between customers’ needs for visibility, control and access to preferred programs compared with hoteliers’ needs to optimize revenue, and control distribution of availability of guest rooms and meeting space. With more than two-thirds of U.S. corporate meetings having 50 or fewer attendees, the opportunity for online automation of the process of searching, comparing and acquiring space and services for small meetings has never been more compelling.
With the technology available today, meeting planners can already book meeting space, group room nights and manage attendees in real time. The new white paper examines the question of how fast the online migration will take place and how the balance of interests among corporate and leisure group meeting planners, travel distribution systems and hotels will evolve – similar to the situation planners faced when hotel guest room booking moved online.
“HEDNA is pleased to lead the way with more groundbreaking insight into this huge opportunity for our members and for the travel industry in general,” says Tiffany Topcik, Senior Vice President of Lanyon, who serves as HEDNA President. Bruce Rosard, Vice President of Sales and Marketing at PhoCusWright, adds: “This report presents practical information and research findings in a way that can be easily used by hoteliers, corporate meeting planners and technology providers to understand how to participate in this marketplace.”
[ return to top ]
Miraval Resort Unveils Executive Strategy Package
Miraval Resort in Tucson, AZ, recently announced a new “Executive Strategy Package” designed to keep guests sharp in the boardroom, offering corporate groups an innovative brainstorming retreat that will inspire increased productivity, performance and satisfaction. The custom two- to five-night retreats include a variety of components that have been proven to promote a healthy corporate organization. Guests will experience the benefits of nutritious, energizing meals, classes with take home tools to place the group on the cutting edge of productivity, challenging physical activities and team building.
Research has shown that peak mental acuity occurs twice a day, in the early morning and early evening. Miraval suggests that guests partake in two brainstorming sessions, one at 9am and one at 4pm. The resort provides the perfect venue for a group of any size, from the Catalina Center – which seats 130 people and is complete with a stage, sound system, built in rear screen projection, built in leather executive seating and podium – to the Navajo Room, which offers a boardroom table ideal for ten people. For an additional fee, organizations may choose to have a Miraval facilitator guide them through the brainstorming process by using Miraval’s core philosophies to provide inspiration and encourage success.
Studies have shown that when used in a business context, the practice of mindfulness, or cultivating continuous undistracted attention to your work and life, increases creativity and productivity and decreases burnout. Miraval offers two programs, Mindful Decision Making and Mindful Stress Mastery, to corporate groups looking to transform their attitude and reach unprecedented levels of achievement. Guests will discover new clarity, learn to manage stress, strengthen their minds and bodies and ultimately enhance their ability to respond to challenges that arise.
Miraval’s outdoor Challenge Activities will also inspire teamwork, an increased resistance to stress and an empowering ability to adapt to change. While the brain is least alert – from 1pm to 3pm – guests can choose from a range of invigorating physical activities set in the majestic Santa Catalina Mountains. In addition to hiking, mountain biking and tennis, guests can take advantage of exhilarating corporate adventure courses.
Recognizing the importance of deep, refreshing sleep and its link to energized waking, Dr. Rubin Naiman, Miraval’s Director of Sleep Programs, will meet with guests to provide tips for accomplishing restful sleep, including instructions for creating the ideal sleep environment upon a guest’s return home. With adequate sleep, participants will rest the body as well as the mind, helping to consolidate memory, improve judgment, promote concentration, boost mood, speed-up reaction time and sharpen problem solving and accuracy.
It is also possible to boost concentration, memory and stress resistance by following a nutritious diet. Miraval’s cuisine will integrate omega-3 fatty acids, micronutrients and choline, all of which enhance brain function. The Executive Chef at Miraval, Mary Nearn, will create three flavorful, well-balanced meals daily, which will leave guests excited, rejuvenated and satisfied.
For more information, contact Miraval’s Regional Directors at 520-825-4000, or visit the group section of the property’s website at http://www.miravalresorts.com.
[ return to top ]
