“2020 and Beyond –Convention Centres and Hotels –are the Challenges the Same?”
IMEX Venue Sector Meeting May 23rd 2011
Rohit Talwar
CEO – Fast Future
www.convention-2020.com
• Global strategic foresight study to help the meetings industry prepare for
the decade ahead - Industry-wide sponsors
• Multiple outputs Nov 2009 – December 2011
• Recent survey on issues / strategies / business models for 2011 & 2015
Convention 2020
Growth is not Guaranteed.
Image source: Piper Report
.Thinking is Back in Fashion
Image source: Einstein.yu.edu
Business Model / ROI Innovation
Free or FantasticImage source: eholidayindia.com
Telephony• Voice
• Messaging
• SIM card
• Phonebook
• Ring Tones
• Security
Connectivity• Cellular
• Up to 14 bands
• WLAN/BT
• GPS
• NFC
• FM
TMT – Convergence and Immersion
Data/Enterprise• 100Mbps
• IMS
• Browsing
• VPN
• PIM
• Ecommerce
• Payments
Software• Protocols
• Middleware
• Applications
• User Interface
• Minimize fragmentation
Multimedia• Camera 8-16M
• Camcorder
• 24M Color Display
• Memory (160GB)
• Multiformat A/V • HD Video/TV out
• Games
(50-100M Tps)
• DRM
What I Want – When I Want
Image sources L-R: blog.core-ed.net / neonpunch.com / geek.com
New Analytics and a New Knowledge InfrastructureImage source: techrepublic.com
Augmented Reality / Heads Up
Image sources L-R: image-acquire.com/
gawker.com / gizmag.com
Haptics / Holograms / Interactive Surfaces
Image sources L-R: tuvie.com /
flickr.com / blogspot. com
Total CustomizationIn 2020, the personal comfort of attendees will be much more important to
organizers than today. Individuals will be able to obtain personalised menus at
meals, there will be many options for entertainment and relaxation, e.g.
customized seating. Organizers will make far better use of information about
individual attendees than they do today.
1093 respondents11
Image source: lovelovemodo.com
Sustainability
Environmental considerations will play an increasing role in the choice of business and leisure hotels. 606 Respondents
Hotels will need to develop strong social media 'listening skills' to understand how customer needs and perceptions of brands and service quality are truly evolving and to develop service propositions, marketing messages, and pricing solutions that reflect the needs of an increasingly
diverse customer base.
54
42
4
0
0
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagree597 Respondents Image source: blog.navigationarts.com
Hotels will increasingly provide additional business services e.g. translation, access to legal and accounting advice,
secretarial support, company formation, organization of small meetings, etc
610 RespondentsImage source: amadeus
Factors influencing the decision to attend in 2020 (03/10)
% of Respondents
Imagine your life in 2020, what are the factors that would encourage you to attend
live events such as conferences and exhibitions?
15
Less but Bigger?
By 2020, compared to today, I expect there to be fewer but larger
conferences and exhibitions covering wide topics, industry
sectors, or "communities of interest" - with less choice of which events to
attend, but much more choice within the events themselves.
1085 respondents16
Image source: Qatar National Convention Centre
More, Smaller and Specialized?By 2020, compared to today, I expect there to be a greater choice of many
more smaller, highly specialized conferences, exhibitions and meetings -
there will be much more competition from events wanting me to attend.
1090 respondents17
Image source: imageshack.us
Increasing Commercial
OpportunitiesIn 2020, conferences and exhibitions will include far greater opportunities
to sample and purchase products and services than they do at the
moment - there will be vastly more business opportunities at conferences
and exhibitions than there are today.
1086 respondents18
Image source: walyou.com
Embrace Collaboration –
Events e.g Gastro
http://www.borev.net/imf.jpgImage source: gastro2009.org
Embrace Collaboration –
Design e.g LIFT
http://www.borev.net/imf.jpgImage sources: ldailymotion.com / liftconference.com
Personal and Immersive
e.g. Globe Forum Silent Conference
http://www.borev.net/imf.jpgImage source: sustainablecitiesnet.com
Food Inspiration
Reinventing the Trade Show
http://www.borev.net/imf.jpgImage sources: lovelovemodo.comlisstree.com / thechefalliance.com
Venue Priorities 2011
23
Provide free
broadband
wireless access
Create lower
cost operating
models
More flexible
service offerings to
meet customer
demandImage sources: trustedreviews.com / berlin-airport.de /freshminds.co.uk
Venue Priorities 2011 (1 of 2)
163 Respondents (11/10)
Venue Priorities 2011 (2 of 2)
163 Respondents (11/10)
Venue Strategies 2015
26
Offer full AV
package
Offer a full
meeting planning
service to help
attract events
Full e-solution
to event
organisers
Image sources: telepresenceoptions.com / gmwda.gov.uk / bp.com
Venue Strategies 2015 (1 of 2)
163 Respondents (11/10)
Venue Strategies 2015 (2 of 2)
163 Respondents (11/10)
Venue Business Models 2015
29
Outsource
management to
third party
specialists
Grow leisure
and retail to
diversify
revenues
Create new
events alone or
with partners
Image sources l – r : businessweek.com / wcafamily.com
Venue Business Models 2015
155 Respondents (11/10)
Convention 2020 - Conclusions
• Demand will hold up
• Be clear on strategic positioning
• Innovation required in formats,
business models, capability and business models, capability and
technology
• Focus on ‘enabling business’
• Personalisation is key
• ‘Total sustainability’ agenda
Image sources: adelaidecc.com.au / topboxdesign.com
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Hotels 2020: Beyond Segmentation Objectives
• Identify change drivers and
key success characteristics
for the globally branded hotel
sector over the next decade
• Examine the implications for:
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– Customer targeting
– Innovation
Rohit Talwar• Global futurist and founder of Fast Future Research.
• Award winning speaker on future insights and strategic
innovation – addressing leadership audiences in 40 countries on
5 continents
• Author of Designing Your Future – Published 08/2008
• Profiled by UK’s Independent Newspaper as one of the Top 10
Global Future Thinkers
• Led futures research, scenario planning and strategic
consultancy projects for clients in telecommunications, consultancy projects for clients in telecommunications,
technology, pharmaceuticals, banking, travel and tourism,
environment, food and government sectors
• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De
Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,
ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,
OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,
Siemens, Symbian, Yell , numerous international associations
and governments agencies in the US, UK, Finland, Dubai,
Nigeria, Saudi Arabia and Singapore.
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