ACCOR Meeting Expectations Report 2024

MEETI NG EXPECTAT I O NS:
THE FUTURE OF
MEETIN G S
& EVENTS
In association with
GLOBETRENDER ™
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ACCOR MICE EXPECTATIONS: THE FUTURE OF MEETINGS AND EVENTS
X GLOBETRENDER GLOBETRENDER 1
Foreword
The global business (published in October 2023, digital and the tangible, sustainability forward, urging not merely forecasts; they are
landscape is undergoing a and produced in association showcasing the industry’s us all to consider the lasting blueprints for success. As we
profound transformation. with Globetrender, the ability to pivot swiftly in legacy of our gatherings. navigate this ever-changing
The way we live, work, UK’s leading travel trend response to changing terrain, let us do so with
and interact has been forecasting agency) – you circumstances. As we look Balance has become the spirit of collaboration,
reshaped in the last few will find a comprehensive ahead, the virtual, hybrid, the central element in connection, and a relentless
years, and the ripple exploration of the forces and in-person realms of both business and travel commitment to excellence.
effects of these changes shaping this sector and events will continue to decisions, as it now serves Together, we will shape a
create opportunities the strategies essential for intertwine, offering endless as the defining catalyst for future where every meeting
in the meetings and success in the coming years. possibilities for engagement our work-life choices. Today’s and event is a catalyst
events industry. and connection. world must increasingly for progress, a source of
The pandemic was a seek a balance between inspiration and a place for
Travel is back. These three defining moment for our Sustainability has become time, productivity, wellbeing, belonging.
words echoed around the industry. We were thrust a guiding principle for cost, carbon and commerce.
world in 2023, fuelled by our into a world of virtual our industry. A growing Designing how we convene
resilience, our passion and gatherings, with in-person awareness of our within these parameters
the strength of our sector. events grinding to a halt. Yet, environmental impact has is a thrilling challenge
Today there are significant we adapted and evolved. spurred innovation in event for creative experience
changes threading their way Technology became our ally planning and execution. designers and hosts.
across the industry and the as we created immersive From eco-friendly venues
way we live, work and spend virtual experiences that to zero-waste catering, our In closing, the future of
our time. transcended the limitations commitment to minimizing the meetings and events
of physical space. our carbon footprint is industry is a story of
In this report – Meeting reshaping the way we host. resilience, innovation, and
Expectations: The Future Hybrid events emerged as This report delves into the transformation. The trends Sophie Hulgard
of Meetings and Events the bridge between the eco-conscious trends driving explored in this report are Chief Sales Officer, Accor
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Contents
INTRODUCTION. . . . . . . . . 05 TREND 2 . . . . . . . . . . . . . . . . 14 TREND 5 . . . . . . . . . . . . . . . 27

SELLING BELONGING DISRUPTIVE TECHNOLOGY
WHERE WE’LL MEET . . . . 07 TREND 3 . . . . . . . . . . . . . . . . 18 WHERE TO BOOK . . . . . . . 31

DESIGNING EXPERIENCES 12 FLAGSHIP HOTELS
TREND 1 . . . . . . . . . . . . . . . . 09 TREND 4 . . . . . . . . . . . . . . . . 22 KEY TAKEAWAYS . . . . . . . 38

SOFTER PRODUCTIVITY GREEN GATHERINGS
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About
Sofitel Singapore Sentosa Resort and Spa / Unsplash

GLOBETRENDER ™
Accor is a world-leading hospitality group offering Globetrender is the UK’s leading travel trend
experiences across more than 110 countries in 5,500 forecasting agency and online magazine dedicated to
properties, 10,000 food and beverage venues, wellness the future of travel.
facilities and flexible workspaces.
Founded by award-winning travel journalist Jenny Southan,
Accor is committed to taking positive action in terms of business ethics Globetrender delivers cutting-edge intelligence on how people will be
and integrity, responsible tourism, sustainable development, community travelling in the 21st century, giving professionals the knowledge they
outreach, and diversity and inclusion. need to future-proof their businesses.
The group has one of the industry’s most diverse hospitality ecosystems, In addition to providing bespoke consulting and trend-based strategy
encompassing more than 40 hotel brands from luxury to economy, as sessions to brands, Globetrender publishes trend reports that are read
well as Lifestyle with Ennismore. Leading brands for meetings and events by thousands of professionals globally who are looking for insights into
include Raffles, Fairmont, Sofitel, Pullman, Movenpick, Novotel and the future of travel and consumer behaviour.
Mercure.
Accor’s report Meeting Expectations: The Future of Meetings and
Accor offers more than 18,500 meeting and event spaces around the Events, was authored by Steve Dinneen and designed by Ben Southan.
world. With Accor’s dedicated loyalty program, event planners can earn
points through ALL Meeting Planner for every meeting or event they Globetrender’s VOLT newsletter provides deep-dive analysis of
book at one of the 3,900 participating hotels. Visit: meetings.accor.com emerging travel trends. Subscribe: globetrender.com/volt
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Introduction: The evolution of meetings and events
for business travel, and they
Unsplash
During the pandemic, Bill Gates are willing to spend it. We’re
at the point where we’re
predicted that half of all business really starting to see what the
new normal looks like – and it
travel would vanish in the wake of looks a lot like the old normal.
Initially, when we saw travel
Covid, signalling a fundamental, rebound with those first
post-lockdown trips, it was a
perhaps existential, shift for the lot of domestic and regional
travel, with a focus on family
meetings industry. Thankfully, a and wellbeing. Then as we
went into 2022 many people
very different future has presented decided to use money they
had saved during Covid and
itself since global lockdowns were we saw this massive growth
in the luxury segment
finally, gradually lifted. around the world. And in
2023, business travel started
to come back fully, as well as
“In 2020 there was a concern He said: “Just four years international travel.”
that this would spell the end after the most remarkable
for travel as we knew it,” said downturn our industry has The return of global business
Robin Rossmann, Managing ever seen, we’ve gone from travel
Director of travel data 90% of hotel rooms being The global travel industry is
company STR. Rossmann closed to the same kind now only 4% shy of where
was speaking to global of recovery that we saw it was in 2019, with airline
meetings and event industry coming out of the global capacity just below pre-
leaders at this year’s Accor financial crisis. Covid levels. International
Global Meeting Exchange travel is yet to fully recover in
(GME23), a three-day event “We’ve seen that people Asia, particularly from China
hosted at the Pullman Paris have money for leisure – for which is still 41% below 2019.
Montparnasse. themselves personally – and But there is an expectation
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Introduction: The evolution of meetings and events
that 350 million outbound exhibitions, conferences sectors. Emerging from
Unsplash
Chinese flights will return and trade fairs in 2024. Covid, people around the
over the next two years. world have adopted hybrid
Meeting expectations – working practices and this is
Exhibition industry recovery, what the numbers tell us impacting the way business
a key driver for business A new report from the travellers behave. “Just as
The exhibition industry Events Industry Council we’re seeing the emergence
is expected to make a (EIC), in partnership with of shoulder season travel,
full recovery by 2026. Oxford Economics, so we expect to see an
According to data from evaluates the full scope and increase as savvy meeting
Daedal Research, in 2019 it economic significance of planners capitalising on these
was worth US$32.9 billion to US$2 trillion by 2028, data collected from top the global business events shoulder days and giving
and is forecasted to rise to according to Allied Market industry experts at GME23. industry at $1.6 trillion USD. their delegates the option
US$36.3 billion over the next Research. The forecasted An overwhelming 78% of The EIC's analysis includes to easily extend for leisure”
three years. expenditure by business respondents said that their or the important “catalytic” predicts Hulgard. “Bleisure,
travellers will also rise, their clients’ expenditure had effects or wide-reaching or the concept of ‘blended
A 2022 survey by UFI Global according to a survey by GBTA increased since 2022, with benefits of business events. travel’, still represents a huge
Exhibition Barometer and Mastercard, increasing 36% saying it had increased “During Covid it was one of opportunity for industry.”
found that almost 60% of from US$933 billion in 2022 to by more than 25%. They also the worst hit sectors,
people in the MICE sector US$1.4 trillion in 2026. said they expect their clients’ dropping sharply in value. The overwhelming message
thought Covid had definitely expenditure to increase again But the sector came back is that the future looks bright
reinforced the need for face- “Being in a room in 2024, with 30% saying it very strong indeed and
continues to grow in value,”
for events and the industry
to-face meetings, with fewer with people would rise by more than 25%.
explains Sophie Hulgard.
has exciting years ahead of it.
Everything from changing
than 5% believing that digital
matters – it’s Meanwhile, 78% said they “That’s because being in a demographics to new
meetings would definitely
replace in-person meetings.
powerful and it’s expect both the number room with people matters – technology and the climate
valuable” of small- and medium- it’s powerful and it’s crisis will affect the way
Business needs travel, travel sized meetings (under 100 valuable.” business events will be
Sophie Hulgard, Chief Sales delegates) – and larger hosted, but in the words
needs business
Officer, Accor A new world
The overall value of the meetings of 100+ people – to of Accor CCO, Premium,
business travel industry increase next year. 78% said Covid has also changed the Midscale & Economy
Accor client forecast – being way we travel, especially in
is forecasted to rise from it would be “very important” brands, Karelle Lamouche:
in the room matters the business travel and M&E
US$695.9 billion in 2020 for their industry to attend “Business is back!”
These figures chime with the
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Where we’ll meet: Emerging international markets shaping the future of M&E
The meetings and events (M&E) systemic changes will need to
Fairmont Beijing
sector is dominated by North occur over the coming decades
America and Europe. and the M&E industry will need
According to data from the to factor this in as it vies for
International Congress and Chinese business. A joint report
Convention Association, the by Accor, Trip.com Group and
leading countries for association McKinsey, entitled Promoting a
meetings and events in 2022 Sustainable Future for China’s
were the US, with 24% more Travel Industry found that 85%
meetings than Spain in second of Chinese travellers rate travel
place. The data shows the top sustainability as important
ten countries for M&E were the or very important, while 60%
US, Spain, Italy, Germany, France, are concerned about climate
UK, Portugal, Netherlands, change.
Belgium and Canada. As of
August 2023, the US was by far However, the report found that
the most dominant market for Chinese consumers still need
conferences and trade shows, convincing that sustainability
with 81% more than the UK. is something they should pay
more for, creating a tricky
However, the world is changing balance for companies investing
at a dizzying pace, bouncing in lowering their carbon
back from Covid as a different emissions. Education will be key.
place from the one we
left behind. The economic The report suggests this should
growth and population boom include “using technology
in countries such as India, platforms to make sustainable
Indonesia, Brazil and China are travel options more visible
reshaping economic boundaries, as the “world’s factory”. While translates to domestic tourism who generated US$255 billion online, using labelling to
which will have monumental its domestic travel market has revenue in excess of US$690 in revenue globally in 2019. ensure travellers are informed
implications for the meetings all-but recovered from Covid, billion, a 90% recovery over pre- Capturing the business of these on the environmental impact
and events industry, not only in outbound travel has been slower pandemic levels. travellers should be a key goal of their actions, providing
the medium- and long-term but to bounce back. for international event planners incentives to encourage
in the next few decades. There are also signs that the in the year ahead. sustainable behaviour, and
Still, the figures are a stark outbound travel market will training employees to adopt a
China reminder that companies ignore begin to recuperate. In August, Here sustainability will be a sustainability mindset.”
China is the second-largest this giant at their peril. The China finally lifted its outbound priority. China’s travel sector
economy in the world and is number of Chinese domestic group travel ban to countries represented approximately 6-8% It calls for a collaborative
set to overtake the US by 2050, tourists is expected to reach 5.5 including Australia, Japan, of its total carbon emissions in approach with China, which will
making it arguably the most billion this year according to a South Korea and the US, and 2019. Given President Xi Jinping’s be key if businesses are to realise
important market for M&E, report from the China Tourism those countries will relish the ambitious target to make China the benefits of the shifting
bolstered further by its status Research Academy. That return of Chinese travellers, carbon neutral by 2060, huge, priorities of Chinese consumers.
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Where we’ll meet: Emerging international markets shaping the future of M&E
Fairmont Jaipur / Boom Supersonic

India is more than sufficient to over 1,300 miles per hour – more
India is the fastest-growing host world-class meetings, than double the speed of current
major economy in the world, conventions, and exhibitions. planes – could hit runways by
with GDP growth of 7.8% in the According to Mordor, the Indian 2029. Around 130 have been
second quarter of 2023. The M&E market is forecasted to have ordered so far by United Airlines,
number of millionaires in the a CAGR (compound annual Virgin Atlantic and Japan
country is predicted to explode, growth rate) of 6% between Airlines. The new aircraft are said
rising from 796,000 in 2021 to 1.6 2023-2028. Time to put Mumbai to run entirely on sustainable
million by 2026 – a 105% increase, and Delhi on speed dial. fuel and will be carbon net-zero.
second only to Brazil. And while
the sector is already aware of the Sonic boom These aircraft would halve
importance of Chinese markets, Finally, planners can seek to the travel time from London
the sharp growth from India benefit from the medium-term to New York to just 3.5 hours
could take some by surprise. introduction of new supersonic and from Los Angeles to
jets that will make Sydney to under seven hours,
In June 2023, Airbus struck a transcontinental travel a far more a time investment that could
deal for the most jets ever efficient endeavour. A new fleet be capitalised on by the M&E
bought by a single airline, with of Overture jets from Boom industry for smaller groups of
Indian budget carrier IndiGo Supersonic that can travel at C-Suite delegates.
ordering 500 narrowbody jets in
a “multibillion-dollar” deal. It
beats the previous record set
earlier in the year when Air India
ordered 470 jets. Overall, the
number of commercial aircraft
in India is predicted to rise from
700 today to around 2,500 by
2040.
The scramble for more jets is

a result of a surge in demand
for Asia-Pacific regional travel,
with many Indian corporations
and individuals becoming
international players for the
first time. According to Mordor
Intelligence, India will become “a
regional leader in MICE tourism
in the Asia-Pacific region”. Its
report into the growth of the
Indian MICE sector found that
metro cities’ infrastructure
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Angsana Velavaru – Maldives
Softer A shift towards wellness and personal
optimisation is motivating event
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Productivity
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organisers to prioritise downtime,
movement and healthy eating as part
of busy agendas
GLOBETRENDER 9
Softer Productivity
The business of events is shifting generational disparities, and this Survey of top meeting planners,
So Uptown Dubai / Unsplash

in a fundamental way, moving trend is expected to intensify. more agreed than disagreed
away from the “work hard, play Ultimately, the objective is to that there was too much
hard” ethos towards a softer strike a harmonious balance emphasis on alcohol at events.
kind of productivity. Gone are between life and productivity, When asked about food options,
the days when event planners making it imperative to adapt to 38% wanted to see more vegan
should parachute 300 delegates these essential motivators. items, 36% wanted to see less
into a conference room for six meat, while 46% wanted to see
hours of back-to-back meetings Off the menu more food provenance labelling.
before directing them to the According to Berenberg
36%
hotel bar. Research, Gen Z drink 20% less
alcohol than Millennials, who
As Meenaz Diamond, Accor’s in turn drink less than Baby
Senior Vice President, Meetings Boomers and Gen X. This also
& Events, said at GME23, tracks for those foregoing meat.
“Nobody wants to be pushed to According to Statista, of the
their limits anymore. There UK adults who plan to not eat Percentage of event
is a space for much softer meat in 2023, 43% were Gen Z, planners who want to see
productivity that still allows you 26% were Millennials and only less meat on the menu
to deliver, but to do it in your 18% were from the previous
own time and in your own way”. generations combined. [Source: Accor Meetings and
To boil it down: people don’t Events Industry Forecast
want to return from a business According to the Accor Meetings Survey]
trip feeling more tired than & Events Industry Forecast
when they set off.
“There's space for

much softer
productivity.”
Meenaz Diamond, Senior
Vice President, Meetings &
Events, Accor
There is a growing demand for

better solutions in the realms of
wellbeing, nutrition, and time
management. Expectations are
evolving, driven in part by
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Softer Productivity
On the menu without totally removing the
Tribe Paris Saint-Ouen

There are many ways the events social benefits that can come
industry can incorporate these with alcohol.”
lessons into their programming.
Wellness and nourishment can So what might this look like for
be hard-baked into schedules. clients?
Accor’s Senior Vice President of Softer productivity is about
Well-Being, Emlyn Brown, says: helping people to get the
“What we’re seeing is a really maximum value from their
strong embracement of wellness event experience without
within the meeting space. We’ve compromising their physical
seen a significant increase in and mental wellbeing, helping
guests’ interest and demand: them to make adjustments to
now it’s about building wellness their work, life and daily habits
into the event landscape. to allow them to become their
“best self’”.
“A younger generation is going
into the workforce and their On a fundamental level it means
understanding about wellness curating the experience around
and wellbeing is strong. This is the nourishment and wellness of
fuelling the conversation. A lot of those attending, including –
trial and action is happening perhaps especially – the
around how we can make downtime agenda.
our food and beverage more
plant-based and how we Accor has been pioneering this
can incorporate exercise and through its Wellness Lounge
movement into our events. We concept, which it has already
need to think about what a implemented at seven major
meeting looks like in terms of events across the world in the
key goals and ideas. We need to last 12 months. This brings
incorporate the idea of social together companies in the
interaction and recovery during wellness sector in a one-stop
a meeting. relaxation, recuperation and
rejuvenation lounge, serving the
“We also need to consider how needs of the planner and
we’re tackling food and delegates, and evolving the
beverage and nutrition, moving industry with positive actions
away from coffee and biscuits and positive impact.
and sweets to much more
nutritious elements that can Curated for the needs of each
boost your energy levels at event, creative wellness concept
certain times of the day and development at events can bring
support your sleep,
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Softer Productivity
the expertise and innovation Events Industry Forecast Survey
Accor / Sofitel Quiberon Thalassa Sea and Spa

of the professional fitness data reinforces these trends,”
world, companies responsible adds Accor’s Sophie Hulgard.
for maintaining the world’s “The study reveals widespread
top athletes, with the latest agreement from planners that
wellness advancements in in 2024 meetings and events will
sleep, mindfulness, breathwork, feature more experiences, more
muscular health and beauty to wellness and will be designed
ensure delegates are at their with work-life balance in mind.”
optimal level of health and
productivity. Nutrition should be a holistic
enterprise. We all know the
“Wellness has emerged as importance of vegan and
a key consideration in the vegetarian options, but are
meetings and events industry,” the meals designed to give
says Brown. “Attendees are delegates a mental boost at the
increasingly seeking experiences right time? High-fibre whole
that prioritise their physical and grains, fruits and dairy have been
mental well-being, alongside shown to promote prolonged
the traditional objectives of concentration and can help
networking, knowledge sharing, eliminate that mid-afternoon
and productivity. Incorporating dip – the so-called “graveyard
wellness elements not only shift” for speakers directly after
enhances attendee satisfaction lunch – when many attendees
but also contributes to improved are ready to have a postprandial
engagement, productivity, and nap. Simple interval breathing
overall event outcomes. breaks are a proven technique to
reinvigorate and focus the brain.
An emerging trend in MICE Oliver Patrick, Clinical Director
is the gamification of the at PILLAR Wellbeing, an Accor
experience to improve both wellness partner, champions
wellness and engagement. the physiological impact of
Accor has experimented with breathing techniques that
providing attendees with restore energy.
pedometers to encourage
people to hit their step count, Planners can also consider
for instance. According to Brown breaking the wall between
this increased engagement as scheduled events and
well as improving concentration downtime. That all-important
and overall wellbeing. face-time with clients, for
instance, could move out of the
“Data from the Accor Meetings & meeting room and into the
treatment room.
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Softer Productivity
Studies have found that
Sofitel Quiberon Thalassa Sea and Spa

moderate-intensity exercise
in the morning can increase
WELLNESS
cognitive performance: while Active Meetings Wellness-focused Teambuilding
a decade ago asking your
delegates to take part in a Incorporating physical activity Engaging participants in team-
group fitness session may have
TRENDS
breaks, such as yoga sessions, building activities centred
seemed unthinkable, today
walking meetings, or teambuilding around wellness, such as outdoor
this might be exactly what is
needed to take an event to the
exercises, encourages movement, adventures, fitness challenges, or
next level. boosts energy levels, and enhances cooking classes, not only promotes
networking opportunities. collaboration but also encourages
Accor's Meenaz Diamond, says: Accor’s constant healthy lifestyles.
“The priority is shifting to Feed your Health
address attendees’ concerns evolution and analysis Greener Meetings
for their physical and mental Providing nutritious meal options,
health. Attendees want to have of wellbeing focuses incorporating locally sourced Emphasizing sustainable practices
flexibility, comfort and and organic ingredients, and and environmentally friendly
headspace. They want to be
able to have breaks, to go for a
on mind, body and catering to dietary restrictions initiatives aligns with wellness
and preferences contribute to the values. Incorporating eco-friendly
walk and even have some time
alone, all of which can increase
productivity. overall wellbeing of attendees. strategies, such as reducing
engagement and productivity.” waste, utilising renewable energy
Technology for Wellness sources, and promoting green
transportation options, showcases
Utilising technology solutions like a commitment to holistic
wellness apps, wearable devices, wellbeing.
and virtual wellness platforms can
enable attendees to track and Wellness Lounges
manage their wellbeing during
events. Additionally, gamification Dedicated spaces within event
elements can be integrated to venues that offer relaxation
incentivize wellness activities. areas, massage stations, healthy
refreshments, and interactive
wellness activities provide
attendees with opportunities to
rejuvenate and recharge.
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Unsplash
Selling
Belonging
Although video-conferencing remains
a useful tool, in-person gatherings are
key to building company culture, forging
communities and cementing valuable
business relationships
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Selling Belonging
“Let’s stop selling events Even in a world where hybrid
Unsplash
and start selling belonging” working has become the norm
proclaimed Mark Adams, and Zoom, Teams, Google
global tech and innovation Meet et al are part of our daily
entrepreneur and keynote repertoire, there is still a huge
speaker, at GME23, a notion amount of value in physical
that captured the hearts and connection. The coming years
minds of the industry leaders will see an increasing number of
gathered in Paris. He added planners move beyond the idea
“magic happens when people that events are simply about
get together” a statement that, getting people into a room
to many, summarizes the value together, instead considering
of the sector. The importance of how they can forge deeper
human connection for business connections between attendees,
meetings is undeniable. Digital cementing relationships and
is powerful, face to face is encouraging repeat bookings.
valuable.
Diversity, Equity, and Inclusion
The Accor Meetings & Events (DEI) are instrumental in the
Industry Forecast Survey found success of meetings and events,
that 33% of meetings planners serving as catalysts for fairness,
expect in excess of 40% more innovation, and heightened
revenue from face-to-face attendee engagement and
meetings vs a virtual meeting. belonging. Organizations
The majority, 80%, would not be that wholeheartedly embrace
happy to use video-conferencing DEI not only cultivate more
to close deals in 2024. welcoming and representative
environments but also
80%
drive positive outcomes,
emblematic of their unwavering
commitment to equality and
social responsibility.
Different expectations
Percentage of top meeting The concept of “business travel”
experts who would not be is becoming increasingly difficult
happy using video- to pin down. When booking trips,
conferencing to close deals companies are not only looking
in 2024 for a reliable, mathematical ROI
(return on investment), such
[Source: Accor Meetings & as closing deals or renewing
Events Industry Survey] accounts, they are increasingly
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Selling Belonging
seeking positive ROX (return negotiate, it’s best to start with
Unsplash
on experience). In a world the tasks. Some cultures want to
where everything from costs start on the relationship side and
to carbon are a concern, move towards the task. Other
businesses will increasingly cultures will want to start with
ask what is expected by the task and if that works well,
both parties and how a trip, they feel okay investing in the
conference or event is able to relationship.”
meet those expectations and
deliver a valuable experience. Smart planners can help to
negotiate cultural, economic
As a result, companies will and social differences, leading to
have to think in more events that allow both sides to
complex ways about meet their expectations. Rather
overcoming the problems than selling an event, they are in
that can arise when different effect selling a sense of shared
parties have different belonging. event planners will
expectations. Author, coach increasingly need to use their
and consultant Oscar Van qualitative knowledge to make
Weerdenburg addresses this sure parties have a positive ROX.
issue in his research, which
focuses on helping groups to The phygital economy
overcome differences, be they A big talking point at GME23 was
corporate or cultural. the idea of using technology to
harness online communities.
As an illustration he uses a The Covid years made online
photograph of a meeting, meetings, already on the rise
with a group of politicians pre-2019, the primary method
from Nigeria sitting opposite of business communication.
a group of politicians from Shares in Zoom exploded (and
Germany. The Nigerian side subsequently collapsed to
of the table is empty, while pre-Covid levels) and people
the German side is stacked across the world curated
with ring binders, folders, their bookshelves to act as
tablets and notepads. “On the background indicators of their
one hand, you see a Nigerian erudition. But as the pandemic
delegation that feels the best receded, the world began
way to start a negotiation is to adapt to a new “phygital”
to get to know each other,” strategy for meetings, a trend
says Van Weerdenburg. “On that will continue to have a huge
the German side there is an influence on the sector over the
expectation that when you coming years.
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Selling Belonging
Respondents to the Accor culture. Now Spotify algorithms insight for businesses right now
Unsplash
Meetings & Events Industry push me deeper and deeper into is that people are desperately
Forecast Survey overwhelmingly some weird stuff and people are seeking that sense of belonging.
felt that in-person meetings congregating around it online. The question that comes up in
drive more revenue than virtual Whatever you’re into, you can every single online community is:
ones, that corporate awaydays find a whole bunch of people ‘When are we going to meet?’”
will be more important than ever that love it, too. Community He suggested the event industry
next year, and that in-person is no longer a physical place. could harness these same online
business interactions boost This is leading to a massive communities to bring networks,
employee mental health. The fragmentation and stratification fandoms and groups together
meeting sector needs to harness of our world. Every room is a for physical meetings.
this new phygital economy, network and there’s huge scale
turning initial digital meetings to around these networks. For the M&E industry to take
impactful real-world ones. advantage of these networks, it
“We’ve got to the point where will need to understand them
these digital communities have and work with them, evolving
“The greatest replaced the physical tribes that the idea of phygital to help
insight for we were born into. But you also
need to go home. The greatest
capture new clients. Adams also
warns companies about making
businesses too many assumptions about
right now is clients based purely on
demographics.
that people are
desperately While labels such as “Millennial”
seeking a sense and “Gen Z” can be a useful

shorthand for changing tastes
of belonging.” and priorities, assuming that
they are homogeneous groups is
Mark Adams, global tech and a mistake. Adams points out that
innovation entrepreneur research shows there are more
similarities between those who
Mark Adams believes event enjoy the fizzy drink Orangina
planners can do more to than within Gen Z as a whole. He
discover, nurture and monetise also pointed to the absurdity of
online communities, especially Prince George (aged ten) and
those that have been starved of the rapper Lil Pump (aged 23)
in-person contact during Covid. being in the same age bracket.
“Technology has changed the Companies will have to think
dimensions of community,” he beyond broad generational
says. “In the old days, you’d have stereotypes if they want to
an Oprah Winfrey or a Madonna convert online communities into
and they would produce mass event bookings.
| MEETING
C2
Designing
Experiences
Thanks to the emergence of curated activations
and human-centric interiors, events are being
reimagined as environments to boost engagement,
trigger new ideas and ignite creativity
| MEETING
Designing Experiences
The very concept of what lifestyle shift, reimagining the everyone in our audience
Unsplash
an event looks like is being ways in which business life and feels comfortable and able
remoulded and remodelled personal lifestyle are integrated to engage with others, to be
for a new generation, both for the modern world. Through able to share ideas and to be
in terms of the environment our designs, we blend innovative able to participate in those
in which they take place and work and event spaces with experiences,” says C2’s Jesse
the structure of the events vibrant social experiences for Gainer, Vice President of Growth
themselves. business, leisure and local and Partnerships. “But to be
guests.” able to do that, we found we
“The customer of tomorrow is really need to have a better and
looking for an experience-led As we discussed earlier, the deeper understanding of who
but also purpose-driven brand, a expectations of attendees at our audience is. It’s crucial we
brand that cares about the meetings of all sizes is changing. take the time to understand
needs of the individual and the Individuals expect to feel what are the needs states? What
community,” explains Kishan nourished and refreshed, while are the wants, the desires of
Chandnani, Accor’s Global businesses expect a return each member of our audience?
Senior Vice President, Premium on investment. According to How do they want to interact
Brands, who is responsible for Montréal-based creative studio with you? Our vision is to
Pullman, Swissôtel and C2, 71% of attendees expect creatively unite and add value to
Mövenpick. some form of personalisation, communities and commerce.”
while 76% said they would have
a negative view of an event if it’s For the event industry this
“As organizers, not personalized. means a deeper understanding
we must consider “As organizers, we must
of the people attending
meetings and a collaborative
optimizing consider optimizing networking, approach to designing event
networking, collaboration, and connection
through spaces,” says Johan
spaces. C2 debuted in Europe at
the flagship Pullman Paris
collaboration, Vakidis, Chief Creative Officer Montparnasse following the
and connection at C2. By creating experiences creation of a successful concept
through spaces.” rather than simply facilitating

meeting rooms, the hospitality
space at the Fairmont the Queen
Elizabeth hotel in Montréal. The
industry can help to embed structure, which stands above
Johan Vakidis, Chief ideas, memories and new ways the rooftop of the Fairmont
Creative Officer of C2 of thinking, creating meetings hotel, was designed as a beacon
that are fun and uplifting for of the city’s creativity and culture.
Pullman is crafting an participants but also – crucially – The C2 collaboration with
experience blended for the ever- meet the expectations of those Pullman in Paris is the model for
changing professional lifestyle. footing the bill. the future of meetings for the
The way we design our business premium brand globally, a space
and event experiences of “It’s crucial when we think to inspire the interchange of
tomorrow is rooted in this about designing events that knowledge and ideas.
| MEETING
“The newly designed C2 space new ideas and ways of thinking another word for ‘flow’ (credit
C2
in Paris brings a new level of and ultimately cultivated for this idea goes to Mihalyi
experience to M&E, and this “moonshot thinking”, delivering Csikszentmihalyi) and flow, as
experience – not just the space, bigger, more exciting ideas. we know, is very powerful in
the experience - is something terms of creativity, wellbeing
that will define the future of Clearly your average event is not and transformation. So a well-
meetings and events at Pullman going to go to these lengths but designed immersive experience
hotels globally,” explains Meenaz there are lessons to be learned (and watch out, there’s a lot
Diamond, Senior Vice President from this novel approach, of snake-oil and ‘immersive-
Global M&E at Accor. “The C2 namely that creating a unique washing’ out there right now!)
Immersive Floor is 16,000 sqft of experience can be an effective is better for the person paying
space for every event imaginable way to promote unity, – they get more impact for their
– music videos to fashion shows connection and shared ideas budget. And it’s better for the
to car launches – it’s spectacular. among attendees. “It’s no longer participant because they get
In a world where experiences enough to just deliver an more from their time.”
matter more than ever, engaging, exciting experience,
15%
Pullman is truly transforming the future of events and MICE
the business and meeting experiences needs to be
experience of tomorrow.” functional,” explains James
Wallman, experience expert,
Next-gen spaces CEO of the World Experience
C2 has experimented Organization and best-selling
with numerous ways author of Time And How To Percentage rise in
to help improve the Spend It (Penguin, 2019, FT productivity among office
meeting experience, often “Book Of The Year”). workers who are surrounded
transforming spaces in order by plants
to encourage participants to “Of course,” he says, “as Creative
form memories and make Group’s Senior Vice President [Source: UK Green Building
connections. The intent of the for Innovation Melissa Van Dyke Council]
group’s Labs is to use wildly says, it’s figuring out how to
creative environment design as change the way people ‘think,
a metaphor to explore certain do, and feel’. I think we can even The same applies to ensuring
topics. In their most famous go further: it’s how you change guests are comfortable and
installation, Sky Lab, people their identity, especially given looked after at events, he says,
were suspended in the air the importance of identity in with a big emphasis on
six metres from the ground how people make decisions, as curating spaces outside of the
on comfy seats chained to George Akerlof laid out in his event itself. “Helen Moon,
the ceiling, where they then ground-breaking book Identity supported by Google Xi, is doing
experienced a facilitated Economics. What’s so fascinating great work creating calm space
brainstorm on Moonshots. By right now is how the science at events for those who need
taking those involved out of is being used to support the a break,” says Wallman. “It’s
their usual routine it inspired creative: immersive is really just designed for the neuro-diverse
| MEETING
who may find all the noise, are enhanced with plants, while
Fairmont The Queen Elizabeth / Pullman Paris Montparnasse

conversation and motion over- there is a 23% drop in sick days
stimulating. It turns out that’s a by employees who have a view BLENDED BUSINESS
lot of us, and in our hyper-busy of nature. Surrounding your
worlds – especially at events – we delegates with greenery is a PULLMAN LEADS THE WAY
all need a bit more downtime.” relatively easy win.
boardroom, it’s geared towards immersive,
For meetings this could be as An extension of this is to take creative and entertainment-focused events,
simple as making sure there is meetings out of the meeting which is what our clients are asking for. He
adequate daylight, or it could room: we have already discussed adds: “Business life is at a turning point and
use more complex lighting rigs incorporating elements of this will shape how we convene in the future.
to cast meetings in certain hues; wellness into the experience, It’s about, participating in an experience rather
orange, for instance, is said to but utilising al fresco spaces than just consuming an experience.”
promote focus, concentration such as terraces, or even nearby
and creativity. green spaces, can help to elevate Beautifully illustrating these points is the
a meeting and bring people Pullman Paris Montparnasse. Recently
Biophilia – the love of plants – together by challenging their refurbished, it is the epitome of what a
is another key trend in space expectations. Modularity and modern meeting-oriented hotel can offer.
design and will continue to flexibility is hugely important From the moment people enter the lobby
dominate effective meeting – being able to transform a they’re presented with a wide-open space
spaces over the coming years. ballroom for 300 people into a filled with large-scale pieces of art and an oasis
According to the UK Green dozen break-out spaces won’t Pullman is a key brand for Accor, bringing an of greenery. The main conference space is
Building Council, workers only help sell events, it will make innovative new approach to what the filled with invigorating natural light.
demonstrate a 15% increase in those events more successful business and social events space and
productivity when office spaces and secure repeat bookings. experience can look like. For GME23, the ballroom was divided into
three sections, with sofa-style seating at the
“Pullman is moving towards space that is ront to encourage attendees to fill those seats,
modular and flexible, phygital and social, which are often left until last, followed by more
communal and productive, inspired by traditional seating in the middle, with
nature and sustainability focused,” explains standing tables towards the rear. This is a
Kishan Chandnani, Accor’s Global Senior great example of how spaces can be designed
Vice President, Premium Brands. to subtly influence attendee behaviour.
Chandnani says: “The new meeting and The Pullman Paris Montparnasse also has
events space will launch next year but an enviable audio-visual system with floor-to-
already today Pullman oers flexible spaces ceiling screens that can provide branded
that can transform from conference space backdrops or present slides and videos. Even
during the day to live entertainment in the the social spaces are designed to help bring
evening. Our C2 space in Paris is a prototype people together, from the break-out work
space that allows us to create events that spaces close to reception – filled with more
are transformative and creative. It’s not just a greenery – to the modular catering spaces.
| MEETING
Accor
Green
Gatherings
From carbon footprint reduction to eliminating
food waste, meetings and events are being
delivered in more responsible ways
| MEETING
Green Gatherings
You can’t talk about trends programme of sustainability and not socially responsible, while
Pullman Paris Montparnasse

in 2023 without covering the accountability, it can also lead to 77% and 68% respectively would
most pressing of them all: new efficiencies for brands. actively choose accommodation
sustainability. Once seen as an For the business travel sector with a green certificate.
“added bonus” for business it will affect everything from
travel, it is now at the heart of the structure of group trips Earlier this year, Accor
what brands are offering, and a to the way individual guests committed to supporting
linchpin of the future of MICE. stay hydrated. its 5,500 hotels in obtaining
an external sustainability
There’s no doubt that reaching Over the coming years growing certification. In line with this
sustainability targets in the global demands for carbon ambition, Accor announced
industry will be challenging reduction are expected to two global partnerships with
but it’s worth looking towards result in an increase in local Green Key and Green Globe as
the feats being achieved by the and regional meetings and a preerred certification partners,
teams behind the Paris 2024 reduction in the number of as well as local strategic
Olympics and Paralympics, international trips – but for those partnerships with Green Key
which have set the challenge – trips to last longer. Global in the US and Canada,
which they are on track to meet and EcoTourism Australia in
– to halve the carbon emissions There will also be an acceleration the Pacific. These certifications
from the previous summer in demand for events that will allow the group’s hotels to
Games. Once achieved, this sets can prove their sustainability get external and independent
a new benchmark for events. credentials and a move away validation of their sustainability
from those that cannot. practices.
“The more Accor According to Valerie de
Robillard, Senior Vice-President “Accor and more than 70% of
acts to achieve its Environment at Accor, “Our our corporate accounts have
targets, the better corporate clients are asking us
more and more to be aligned
established Science Based
Targets,” says de Robillard. “The
our impact will be with their own sustainability more Accor acts to achieve
on our clients’ expectations and targets." its targets, the better our
impact will be on our clients’
commitments. This isn’t just good for the planet, commitments. Our clients rely
Our clients rely on it’s also good for business. The on our actions to help them
our actions.” global ecotourism industry

worldwide was estimated at
achieve their goals.”
US$172.4 billion in 2022 and is The sector now faces a race to

Valerie de Robillard, Senior Vice- expected to reach US$374.2 both adapt to this changing
President Environment, Accor billion in 2028. According to a landscape and to educate its
report by Ipsos, in 2022 81% of clients on this journey. In 2022,
Not only do both individual and European and 74% of American 48% of people said the hardest
business clients now demand an travellers said they would part of travelling sustainably
increasingly rigorous actively avoid activities that are was picking socially conscious
| MEETING
Green Gatherings
accommodation, while 37% said sustainability strategy into three
Novotel Megève Mont Blanc

they struggled to reduce their pillars: Stay, Eat and Explore: to
carbon footprint. stay sustainably by improving
building infrastructure; eat
Accor has established an Event sustainably by reducing food
Carbon Reduction Charter waste and fostering more
for meetings and events, sustainable sourcing and
mandating priority hotel actions consumption habits; and,
including recycling bins at every finally, to explore sustainably by
event, water filtration in bottles working with local communities
or water fountains, vegetarian and fostering low carbon
menu options, donation of conversations.
surplus materials, reusable
46%
table and glassware, food waste
management solutions and
temperature management.
Many carbon and sustainability

targets will be mandated,
with different regions and Percentage of carbon
countries imposing their emissions that Accor wants
own restrictions. This year the to reduce across its hotels by
European Parliament adopted 2030
5,500
the European Climate Law,
which targets a 55% reduction in
net greenhouse gas emissions
by 2030 (up from the previous
target of 40%). The French
government has set a target
to reduce water consumption Number of Accor hotels
by 10% by 2030. And in the US, obtaining an external
proposed SEC climate rules sustainability certification
could require public companies
to provide details of their
emissions data as early as 2024. Stay – operate within planetary
boundaries
Accor has a target to reduce Reducing the carbon footprint
carbon emissions by 46% of the hotels themselves is
by 2030 (with 27% achieved the most pressing challenge
through energy efficiency for the sector. “We have been
and the rest through buying asking questions like ‘what if the
green energy). It has split its temperature in the corridors and
| MEETING
Green Gatherings
common areas were 19 degrees
Fairmont Jaipur / Pullman Cape Town City / Pullman at Sydney Olympic Park
in winter and 22 degrees in
summer?’, says de Robillard
“Would customers think that’s
acceptable? The answer was
‘yes’ so this is something we’ve
been rolling out since last winter.
In the rooms the focus is more
about technology, with guest
room management systems
allowing people to take control
of their energy consumption.”
There are also innovations in

water management, another
vital area given hotel guests
have been shown to consume
twice as much water as they
would at home. Accor has fitted
bathrooms with mist technology,
which disperses shower water
into tiny droplets, achieving a beef meal in France, it’s 14 times from the fridge, preparation
far bigger surface area – and more carbon intensive than waste, overproduction,
therefore a pleasant shower – a vegetarian meal. So, at the guests’ plate etc) through a
using significantly less water. Pullman Paris Montparnasse combination of cameras and
63% of the meals are vegetarian scales and is able to pinpoint
Eat – waste less, innovate more or vegan. The key is that this with remarkable accuracy areas
There are fascinating and crucial can’t impact the customer where food waste efficiencies
innovations happening in the experience – we need to make can be targeted and menus can
food waste sphere, which is sure that our chefs are all be adapted.
another crucial area for events, trained to produce vegetarian
50%
when 300 or more people might food that is premium and
be attending an event. tastes great.”
“Increasingly corporate clients
are actually asking hotel to Huge reductions in food waste
prepare less food in order to are being made possible by
meet their own ESG targets,” innovative technology like
says de Robillard. “Hotels are Orbisk or also Winnow, which Amount of food waste that
getting asked to reduce buffets has been shown to reduce food can be reduced by using AI-
and limit menus, serving more waste by 50%. The system scans powered food management
local food and less meat. If you food that is wasted whatever systems
look at the carbon footprint of a the origin or stage (spoilage
| MEETING
Green Gatherings
Explore – impact travel
Fairmont Maldives – Sirru Fen Fushi

Those creating events will also
increasingly be tasked with
fostering environmentally
friendly conversations. This
could be as simple as being able
to recommend great public
transport alternatives rather
than always ordering taxis when
transporting delegates. Or it
could take the form of working
with sustainable local attractions
and activities.
“Authentic local discovery

is a key part of building a
sustainable event, engaging and
supporting the local community
and embracing sustainable
discovery,” explains Accor’s
Sophie Hulgard. “There is a
significant opportunity for event
creators to not only offer local
experiences but also promote
awareness and knowledge to
ensure the protection and
preservation of local culture and
local natural ecosystem and to
leave a positive impact on the
person and the place.”
What Hulgard describes is

Impact Travel, an extension of
the recent trend for learning and
betterment, with a desire for Fushi. The pioneering hotel has Educational experiences share “Even small gestures and simple to employ and train refugee
experiences to leave an impact an on-site marine biology team insights into the archipelago’s actions can impact and inspire chefs. Gifting is another precious
on the self or surroundings, a offering fun and educational pristine yet fragile environment great change,” says Accor’s touchpoint to leave a positive
trend offering huge potential for sessions centered on the marine and interesting facts about Meenaz Diamond. “For example, impact on delegates. At GME,
the M&E market. ecosystem, conservation topics, its habitants including turtles, at GME23 we raised money to beyond being locally supplied,
coral reef preservation and dolphins, manta rays, sharks, support Cuistots Migrateurs, a the gifts included jams made
One hotel leading the way is the sustainability practices of coral reefs, and sustainability local charity that works with the from leftover orange peel from
Fairmont Maldives – Sirru Fen the hotel’s Sustainability Lab. practices. Pullman Paris Montparnasse ibis hotels.”
| MEETING
Unsplash
Disruptive
Technology
Although the metaverse and AI are still in their nascent
stages, they offer all sorts of possibilities for next-gen
meetings and events planners
| MEETING
Disruptive Technology
it’s 1750-1800 all over again… find the best dates for your
Unsplash
where will we land?” asks James event and suggested
Wallman, CEO of the World timetables for your speakers. If
Experience Organization. “The you’re stuck for talent, an AI can
ability to get so much done so suggest relevant speakers in
quickly is exhilarating. Learn to your area. It can even help
vibe with AI tools properly and brand your event, suggesting
you could be one of those logos, generating speaker bios,
whose productivity and creative and translate content into all
output outpaces the Luddites.” delegate languages, including
video content thanks to AI
Feed in the availability of 300 start-up, HeyGen.
potential delegates and you can
Every year, event planners For some, AI represents data into usable information,
and suppliers around the world the democratization and taking seconds to achieve what
gaze into a crystal ball and amplification of information, might take a human hours or
attempt to discern what for others it signifies a threat days. Neural networks such
technology trends could to workforces, reputational as ChatGPT, while still in their
enhance – or threaten – their risk and a global governance infancy and far from infallible,
businesses. The biggest tech nightmare. Regardless of which are able to help meeting
trend for 2024 (and beyond) is side of the great divide you fall, planners with everything from
the rise of artificial intelligence, AI undeniably holds great value if event scheduling to sourcing
which has gone in a few used wisely. speakers and writing press
short years from the stuff of releases.
science fiction to a tool used by The major draw of generative AI
everyone from CEOs to school in its current form is its ability to “This Fourth Industrial
children. almost instantaneously crunch Revolution is exciting and scary:
| MEETING
In September, at the annual
Apple Vision Pro / Fairmont the Queen Elizabeth – Montréal

Meta Connect developer
conference, Zuckerberg talked
about the metaverse as a
blended phygital world. He
reportedly said: “Pretty soon, I
think we’re going to be at a point
where you’re going to be there
physically with some of your
friends, and others will be there
digitally as avatars or holograms,
and they’ll feel just as present
as everyone else.” Now, this is
reason for event designers to pay
attention.
According to Bloomberg the

metaverse market may reach
US$783.3 billion in 2024, up
from US$478.7 billion in 2020, a
compound annual growth rate
of 13.1%. What’s more, a survey
of more than 600 technology
thought leaders carried out by
the Pew Research Center found
that more than half expect
What is the metaverse and how game or something more akin
US$783 billion
will it affect MICE? to immersive, 3D television.
What we now know is that,
Ask 100 people to explain the despite the best attempts of
metaverse to you and you’ll Zuckerberg, we will not be Potential value of the
get 100 different answers. For living inside a Matrix-style metaverse market in 2024
Meta (formerly Facebook) parallel reality any time soon. (up from US$479 billion in
founder Mark Zuckerberg it’s According to Fortune, Meta’s 2020)
a virtual reality “town hall” VR division, Reality Labs, lost
where you and your friends US$21 billion in just 18 months. [Source: Bloomberg]
or colleagues can gather; for But it’s Meta, so it’s only dented
others it’s a Minecraft-like video confidence.
| MEETING
the metaverse to be a “fully- is Rendezverse, a metaverse NFTs are about more than
Unsplash
immersive, well-functioning platform that enables hotels bored apes
aspect of daily life for a half and event planners to create Few technologies have
billion or more people globally” digital “twins” of their properties. experienced a boom and bust
by 2040. This technology could be cycle quite as short and painful
harnessed to provide guided as the NFT. In 2021 there was
There are also more tours of hotel spaces, or to allow something akin to a gold rush
immediate uses for planners. entire conferences to be viewed over non-fungible tokens, a
Hotels including the Pullman in the metaverse. blockchain technology that
Bangkok are already offering gives users permanent, provable
virtual tours of their meeting Another system, already used ownership of a digital asset. This
spaces using the Samsung by Accor, is Visiting Media, was the year that the Bored
VR Gear. This space looks set which uses 360 degree video Ape Yacht Club launched, with
to flourish with the release o technology to help teams celebrities, sportspeople and
the Apple Vision Pro headset upsell their hotel suites. The millions of hopeful investors
next year, described by dream for event planners would spending tens of thousands
The Verge as “an incredibly be to use this tech to host truly – sometimes millions – on
impressive VR headset “phygital” events with some sketches of apes looking bored.
with terrific displays and attendees watching in person
great video passthrough”. and others able to take a front A year later, the market crashed
Meta’s Quest 3 VR headset is row seat via the metaverse. and those NFTs are now worth
affordable at around US$500 a fraction of their former value.
and lauded by the Verge as It may sound like a chastening
Meta’s “best and most usable lesson, but NFT technology does
headset by a wide margin.” have a place in the sector. NFTs
make ticket scalping and fraud
These strides in virtual reality almost impossible. Their
give event organisers the versatility also means organisers
opportunity to experience a can restrict some speakers or
space first. VR technology was events to attendees who have
revolutionary for the purchased a certain type of NFT.
apartment lettings business There are even more involved
throughout Covid and has use cases whereby users can
remained a part of those “unlock” rewards by using NFT
operations as we emerge from tickets in certain ways, such as
the long shadow of those years. attending a minimum number
Much like the QR Code, virtual of events. By employing NFTs in
reality technology is enjoying a this way event planners can
post-pandemic revival. influence the behaviour
of delegates, helping to
One company making funnel people to key events or
exciting leaps in this space rewarding customers with perks.
| MEETING
Raffles & Fairmont Doha
Hotel
Spotlight
12 flagship Accor hotels for meetings
and events around the world
| MEETING
Where to book
1. Raffles Boston, 2. Raffles London at the OWO,

USA UK
• Opened September 2023 • Opened September 2023
• 147 rooms and suites • 120 rooms and suites
• 15 meeting rooms • 8 meeting rooms
• Surface of the largest room 566 sqm / 6,090 sq ft • Surface of the largest room 678 sqm / 7,297 sq ft
• Maximum seat capacity: 800 • Maximum seat capacity: 700
| MEETING
Where to book
3. Fairmont the Queen Elizabeth, 4. Fairmont Century Plaza,

Canada USA
• 950 rooms and suites • 400 rooms and suites
• Surface of the largest room 742 sqm / 7,986 sq ft • Surface of the largest room 4,359 sqm / 46,919 sq ft
• Maximum seat capacity: 700 • Maximum seat capacity: 1,868
| MEETING
Where to book
5. Fairmont Doha, 6. Fairmont Breakers Long Beach,

Qatar USA
• 362 rooms and suites • Opening: spring 2024
• 9 meeting rooms • 185 rooms and suites
• Surface of the largest room 1,090 sqm / 11,732 sq ft • 10 meeting rooms
• Maximum seat capacity: 1,000 • Surface of largest room: 270 sqm / 2,900 sq ft
| MEETING
Where to book
7. Fairmont Golden Prague, 8. Sofitel Dubai, the Obelisk,

Czech Republic UAE
• Opening: winter 2024/25 • 595 rooms, suites and serviced residences
• 297 rooms and suites • 7 meeting rooms
• 6 meeting rooms • Surface of the largest room: 648 sqm / 6,975 sq ft
• Surface of largest room: 600 sqm / 6,458 sq ft • Maximum seat capacity: 956
• Maximum seat capacity: 580
| MEETING
Where to book
9. Sofitel Barcelona Skipper, 10. Pullman Shenzhen North,

Spain China
• 250 rooms • 271 rooms and suites
• Surface of the largest room: 684 sqm / 7,362 sq ft • Surface of the largest room: 860 sqm / 9,256 sq ft
• Maximum seat capacity: 530 • Maximum seat capacity: 900
| MEETING
Where to book
11. Pullman Sydney Penrith, 12. Novotel Paris Montparnasse,

Australia France
• Opened: August 2023 • 198 rooms
• 153 rooms and suites • 15 meeting rooms
• 6 meeting rooms • Surface of the largest room: 355 sqm / 3,821 sq ft
• Surface of the largest room: 1250 sqm / 13,455 sq ft • Maximum seat capacity: 300
• Maximum seat capacity 1,000
| MEETING
Key Takeaways
1. Sustainability 2. Celebrate the 3. Create memorable 4. Balance purpose 5. Digital has reach.
should be the first human connection. experiences that and productivity. Face-to-face has
thought, Sell belonging. forge meaningful The “work hard, play hard” value. Being in the
ethos once associated with
not the afterthought. The meetings and events connections. the business and events is room matters.
sector is all about one changing in line with the
As international recognition thing: people. Human Event planners are clearly demands of new lifestyles. There are few in the MICE
of the vital importance of connection and fostering a looking for a return on their Event planners need to sector who haven’t looked
sustainability continues to sense of belonging are the investment but they are consider the attitudes and at the rise of hybrid working
rise, the event sector must cornerstones of successful more than ever looking for requirements of a whole and the growth of digital
embrace the opportunity event design. When people ROX, a return on experience. new audience, with younger meetings platforms with
to drive change, to make feel valued and connected, There is now an expectation travellers drinking less, eating a hint of trepidation. The
greater strides in carbon events become more than that events will use innovative more healthily and more remote working revolution is
reduction, waste reduction, just gatherings – they new ways of engaging attuned to their mental and an opportunity and in-person
and meaningful engagement become transformative participants and creating physical needs. conferences are a vital way of
with local communities. experiences. memorable experiences. bringing people together.
Positive impact is the Balance is key. Every event
differentiator, and, more than Keeping people at the heart This is great news for those should have a comprehensive As James Wallman, CEO
ever, the sector has the green of design ensures their needs, in the industry who have the plan for how it will cater of the World Experience
light to drive change. emotions, and interactions capability to take their events to the needs of those Organization, says: “People
are prioritized, creating to the next level, because participating, balancing are asking the digital/IRL (in
Green credentials are no lasting memories and forging there is no better sales pitch mental and physical needs. real life) hybrid question in so
longer a bonus for events – meaningful connections that for future bookings than People-centric event design many industries. This is where
they will be a deciding factor extend beyond the event a room full of people who should optimise productivity you have to be smart and
in who secures the business. itself, enriching both personal have forged meaningful and enhances purpose. realise that tech is just a tool,
The industry needs to be and professional lives. connections and created and that the human must
ahead of the curve, not just lasting memories. Nothing come first. Zoom is great…
reacting to client demands demonstrates the value of for Zoom calls. But nothing
but going further than they attending “in real life” better yet beats IRL interaction.
expect. This includes being than lasting memories from After all, when you think
able to cite hard evidence for a well-designed event. about what’s changing, you
sustainability projects and also have to remember what
the ability to demonstrate isn’t changing: humans are
ESG wins. The future of the still flesh and blood homo
sector relies on the future of sapiens who have needs and
the planet, after all. desires, and are hyper social.”
| MEETING
38
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| MEETING

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MEETI NG EXPECTAT I O NS:

INTRODUCTION. . . . . . . . . 05 TREND 2 . . . . . . . . . . . . . . . . 14 TREND 5 . . . . . . . . . . . . . . . 27

WHERE WE’LL MEET . . . . 07 TREND 3 . . . . . . . . . . . . . . . . 18 WHERE TO BOOK . . . . . . . 31

TREND 1 . . . . . . . . . . . . . . . . 09 TREND 4 . . . . . . . . . . . . . . . . 22 KEY TAKEAWAYS . . . . . . . 38

Sofitel Singapore Sentosa Resort and Spa / Unsplash

for business travel, and they

that 350 million outbound exhibitions, conferences sectors. Emerging from

The meetings and events (M&E) systemic changes will need to

Fairmont Jaipur / Boom Supersonic

The scramble for more jets is

So Uptown Dubai / Unsplash

“There's space for

There is a growing demand for

On the menu without totally removing the

Tribe Paris Saint-Ouen

the expertise and innovation Events Industry Forecast Survey

Accor / Sofitel Quiberon Thalassa Sea and Spa

Studies have found that

Sofitel Quiberon Thalassa Sea and Spa

“Let’s stop selling events Even in a world where hybrid

seeking positive ROX (return negotiate, it’s best to start with

seeking a sense and “Gen Z” can be a useful

through spaces.” rather than simply facilitating

Fairmont The Queen Elizabeth / Pullman Paris Montparnasse

Pullman Paris Montparnasse

our actions.” global ecotourism industry

US$172.4 billion in 2022 and is The sector now faces a race to

accommodation, while 37% said sustainability strategy into three

Novotel Megève Mont Blanc

Many carbon and sustainability

common areas were 19 degrees

There are also innovations in

Explore – impact travel

Fairmont Maldives – Sirru Fen Fushi

“Authentic local discovery

What Hulgard describes is

In September, at the annual

Apple Vision Pro / Fairmont the Queen Elizabeth – Montréal

According to Bloomberg the

What is the metaverse and how game or something more akin

1. Raffles Boston, 2. Raffles London at the OWO,

3. Fairmont the Queen Elizabeth, 4. Fairmont Century Plaza,

5. Fairmont Doha, 6. Fairmont Breakers Long Beach,

7. Fairmont Golden Prague, 8. Sofitel Dubai, the Obelisk,

9. Sofitel Barcelona Skipper, 10. Pullman Shenzhen North,

11. Pullman Sydney Penrith, 12. Novotel Paris Montparnasse,

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