UNITED STATES Integrating technology is the number one top-of-mind concern of more than 1,612 meeting planners, designers, venue operators and other suppliers in a recent online survey conducted by the Martiz Research.
Published in partnership with The Hospitality Sales and Marketing Associatioin (HSMAI) Foundation, the study use advanced text analysis software to “listen” to feedback and identify key themes and insights int the comments. The primary research was carried out in a slightly different manner: the process asked the survey participants to generate their own thoughts and ideas about the future in response to a series of open-ended questions. The average length of the survey was more than 20 minutes, but some respondents even reported spending up to several hours.
Additionally, numerous in-depth interviews, both formal and informal, were conducted with sector experts and commentators. Maritz also conducted an extensive literature review to reconcile key findings from other credible resources to complement the primary research.
The study investigated four main areas – meeting design, suppliers and venues, social media and technology – and each aspect is segregated into an individual white paper. About 46 per cent of respondents are active meeting planners while 43 per cent are employed as suppliers in the industry. The rest of the sample size represents speakers, attendees and buyers.
Study results showed that “integrating technology” is a key topic in the meetings sector, being mentioned by 22 per cent of respondents and to earn the top spot. “Designing the meeting experience” and “cost and value” were in the second and third place respectively, both being mentioned by 17 per cent of respondents.
Below is the top 10 results:
- Integrating technology – 22 per cent
- Designing the meeting experience – 17 per cent
- Cost and value – 17 per cent
- Value of face-to-face meetings – 9 per cent
- Meeting designer’s job evollving – 8 per cent
- Pre and post use of social media – 7 per cent
- Role of technology and social media – 7 per cent
- Sustainability – 3 per cent
- Generations – 2 per cent
The study also highlights two key factors – the emergence of new meeting technologies and the tightening of the economy – that will play a major part in the industry in time to come, be it positive or negative.
For more information on the results, click here.
Randall Sim
