German Convention Bureau launches ‘Future Meeting Space’

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German Convention Bureau launches ‘Future Meeting Space’

The German Convention Bureau has launched the third phase of its Future Meetings Space research project, which will explore the value of meetings and events in a changing business environment.

Scheduled to be completed in December 2020, the project is designed to build on the prior two research phases by looking at the following five questions:

  1. What is the future role and purpose of meetings and events in organisations’ communications mix?
  2. What are the different purposes and objectives of business events?
  3. Based on the above, what are the requirements and expectations of target groups and stakeholders?
  4. What is a successful event and what means are there to measure success?
  5. What are the required competencies and skills needed by organisations and employees?

The project is supported by a German consortium comprising the GCB and the European Association of Event Centres (EVVC), as well as Maritz Global Events Inc., Xing Events, KFP Five Star Conference Service, SevenCentres of Germany and Radisson Hotels.

Research will be carried out by the Fraunhofer Institute for Industrial Engineering IAO.

The goal of this third phase research is to establish the ongoing value of meetings and events at a time when technology is enabling new ways to interact.

The third and final report will identify requirements for industry stakeholders and attempt to provide strategies as well as develop competency profiles for event planners and suppliers.

With a view to measuring success, the research will also identify relevant KPIs so that, in particular, event planners within corporations and organisations can document the value of meetings and events.

As part of the research process, a catalogue of innovations that was produced in the first research phase in 2016 will be updated to reflect digital developments, trends and innovations (e.g., big/smart data, social profiling, 5G, AI, cyber security) and their relevance for meetings and events.

“If phase I looked at the ‘how to’ aspect of future meetings, and phase II determined the ‘who’ aspect, including evaluating different participant needs, phase III will now complete the picture and explore the ‘why’ of meetings and events,” said GCB Managing Director Matthias Schultze.

Apart from the innovation catalogue, six so-called future meeting scenarios where developed in phase I of the Future Meeting Space research. Phase II, which ended in December 2018, focused on event success factors, concluding that to satisfy attendees, event planners should focus on knowledge transfer as well as surprising or disruptive elements that bring about a change. The survey also identified different attendee types that need to be considered when creating events. Results from from phase I and II are available here: www.future-meeting-space.de

Managing Editor, Conference News & Conference & Meetings World. Write Paul an E-mail

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