Overcoming the unexpected and delivering more than expected

ICCA’s CEO Senthil Gopinath (pictured below) urges vigilance around innovation, sustainability, and advocacy Most of us have spent the past two years “expecting the unexpected”. Now that business travel is back on the rise and more events are returning in-person, it’s easy to discard this sentiment. However, we are seeing new surprises on the horizon for the association meetings industry. One of these challenges is a sudden, drastic increase in energy costs due to geo-political conflicts and global market disruption. Energy prices are expected to increase by 50% on average in 2022. Of course, the spike will add to the already rising costs of events. As such, we must stay vigilant on several fronts: innovation, sustainability, and advocacy. In terms of innovation, the higher costs of doing business could necessitate new business models or event design. The number of conference days might need to be reconsidered. We must look for creative ways to deliver the high value of our events in ways that are financially sound. Meanwhile, keep in mind that attendees are more willing to pay for content that is experiential. Connection, co-creation, and legacy should be top of mind when developing a business event programme. Staying at the forefront of new technologies and ways of doing business will also help the association meetings industry attract the new generation of professionals to our workforce. Every one of us has a role in driving business events toward a more sustainable future. The meetings industry was hit particularly hard by Covid-19; however, we cannot wait to invest in sustainability initiatives that will enable us to become net zero by 2050. ICCA is committed to helping our industry cut greenhouse gas emissions in half by 2030. Although the primary objective for this goal is to reduce our environmental harm, sustainability investments also add business value. On one hand, an investment today can reduce future costs – especially in light of the aforementioned rising energy prices. Additionally, sustainability goals are becoming increasingly important to associations and their members. We are now frequently seeing RFPs that have specific sustainability requirements. Therefore, strategic investments in this space can also help you gain a competitive advantage. This is especially important for emerging destinations, so they don’t get left behind during this transformational time. Finally, even as countries are reopening, we cannot cease our advocacy efforts. One area that we probably don’t highlight enough when talking about the contributions of association meetings is intellectual capital. It’s imperative that we promote our legacy to local decision-makers and industries that we rely on, such as aviation. When our industry attracts people to a destination, they bring ideas with them. Association meetings deliver knowledge, discovery, solutions, and the “ah ha” moments that can truly change the world. Although we still have work ahead to return to our pre-pandemic numbers, we will increase our ROI by delivering innovative, experiential events. The good news is that we don’t have to develop new strategies and business models on our own. If recent years have taught us anything, it’s the tremendous power of people working together toward a common goal. During the pandemic, we relied on each other for health and safety. Now, through continued collaboration, we can keep overcoming challenges – no matter how unexpected.