Showing a lead on harnessing event data and collaboration
Germany dominates global MICE travel. Every tenth business event trip worldwide leads there, but the industry isn't standing still. Data-driven decisions and strategic collaboration are reshaping how events tackle global challenges and foster innovation.
The main MICE roads lead to Germany, says Matthias Schultze, MD, German Convention Bureau (GCB), who highlights the twin importance of data and collaboration for ensuring successful business events
Business events are essential for tackling complex issues. They bring people together to share knowledge, build networks, and create platforms for addressing big questions. In times of global challenges, business events support transformation and foster constructive dialogue. They also build trust – an increasingly important feature in individualised, digitalised work environments.
Recent market analysis by IPK International shows that Germany is the world leader in MICE travel: Every tenth trip motivated by attending meetings, incentives, conferences and exhibitions leads to Germany, every second leads to Europe. However, this pole position is not a place for us to rest on our laurels: the German business events ecosystem is constantly striving to get even better. In an increasingly technology-oriented world, which also confronts us with a whole range of simultaneous uncertainties, two things seem particularly relevant when looking at the future of business events. First: data. Second: collaboration. Data: an indispensable foundation
Matthias Schultze
Major transformations, a myriad of uncertainties, and seemingly ever-shorter intervals between mind-blowing news: we live in a BANI world, “Brittle”, “Anxious”, “Non-linear” and “Incomprehensible”. There are many strategies to deal with these uncertainties. When it comes to business strategies and decisions, data is an indispensable foundation. Knowing how markets have developed in the past and deriving forecasts; understanding the needs of customers from different segments and building individual offerings; knowing what participants expect from an event and what motivates them to return are just a few examples of what a comprehensive data foundation can achieve and how event professionals can base their own decisions on sound evidence. No (wo)man is an island. In all the topics that move us as stakeholders of business events, we should ask: How and with whom can we achieve our goals faster and better? In a time when there is no shortage of brilliant ideas, but certainly a lack of time and personnel resources, the value of collaboration becomes all the more apparent. This includes not only collaboration with other people and organisations but also the use of digital tools to move forward more efficiently.
The Meetings Made in Germany approach Adaptability and innovation have never been as much in focus as they are today. At the same time, there have hardly ever been more solutions, technologies, and opportunities at our disposal for initiating positive change in the business event world and society as a whole. One thing is clear: continuing as we have in the past is not an option. The Meetings Made in Germany project – as represented by the GCB – says it is trying to stay one step ahead to provide customers with the best possible experience. A key lever to driving the necessary innovations, the bureau believes, is the continuous exchange with all stakeholders – from event suppliers and organisers to research institutions and experts from a range of disciplines. The GCB describes here three areas of focus which it believes are particularly relevant for the future of business events.
Digitalisation – enhancing human uniqueness Artificial Intelligence (AI) is transforming the way we plan, execute, and experience business events. It enhances the efficiency and accuracy of planning processes by automating routine tasks and extracting valuable insights from large datasets. Venues, workflows, and content programming are increasingly guided by data-driven decisions. At the same time, automated processes free up capacity and create space for human creativity and innovative ideas. With that in mind, the community of the GCB’s project ‘exb.lab’, a strategic innovation workshop for events, brands, and experiences (edition 2023) – comprising decision-makers from corporates and associations – developed several prototypes for AI-driven solutions in the event sector. One predominant trend emerged: personalisation of events is the most significant area of impact for AI. By analysing participant data, AI is able to create tailored experiences based on individual interests and preferences, from personalised agendas to targeted marketing. AI will also revolutionise participant interaction and engagement, from AI-driven chatbots that answer questions in real-time to intelligent recommendation systems based on participant behaviour. Finally, AI-driven translation and assistance systems will enable people from diverse backgrounds and abilities to successfully participate in business events – beyond geographical, cultural, linguistic, or neurodiverse factors.
Sustainability – leveraging technological potential According to the World Economic Forum, digital solutions, if brought to scale, could reduce global emissions by 20% by 2050 in the three highest-emitting sectors energy, materials and mobility. The recently launched Sustainability Hub for Events (SHE) uses the power of data to provide professionals in the event industry with actionable and customised AI-powered insights in key areas such as carbon offsetting and measurement, waste management, sustainable catering and eco-friendly travel planning. The platform was developed by Gevme in collaboration with the Net Zero Carbon Events initiative, and the Strategic Alliance of National Convention Bureaux of Europe, of which the GCB is a co-founder. SHE is available in 20 languages and is a collaborative work in progress.
ebx.lab
A third major transformation is happening with regards to the labour market and society at large – a significant generational shift. But, how do we create organisational cultures that integrate the mutual sharing of experiences as well as different values, cultures and needs? A part of the ebx.lab community (edition 2024) worked on developing a solution where knowledge sharing is the guiding principle. Younger employees appreciate flat hierarchies and flexible work arrangements. Older generations often value direct human contact and clearly defined areas of responsibility. The task, therefore, is to create a culture of mutual sharing and cross-generational collaboration. The proposed solution is based on a comprehensive set of values as the foundation for intergenerational co-operation. Managers need to be role models, establishing leadership principles that are accepted by all generations. Flat structures that enable open feedback are recommending solutions as well as seeing mistakes not as failures but as opportunities to learn. Taking joint responsibility as well as (reverse) mentoring programmes and knowledge sharing are part of this process to boost co-operation. Thus, the generational shift is turned into a collaborative process that boosts co-operation and makes employers more attractive. Learn more with GCB’s Future Meeting Space 2024: Business Events in a Transformative Era. www.future-meeting-space.com ebx.lab 2024: Transforming Business Events. Between Sustainability, Digitalisation and the Generational Shift: Identifying our Industry’s Future Potential. A joint White Paper by the ebx.lab community. www.ebxlab.de
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