Global hospitality company Benchmark provides CMW with its top ten trends impacting meetings in 2021.
These ten trends were observed by Benchmark’s portfolio of 80 meeting hotels, resorts and conference centres. Benchmark is a US-based independent hospitality management company, operating properties within its Benchmark Resorts & Hotels, Gemstone Collection and Benchmark Conference Centers brands. Benchmark’s 2021 meeting trends were announced by Eric Gavin, chief sales officer.
Gavin commented: “If there’s one thing we learned in 2020, it’s the true definition of what it means to pivot, and just how resilient and creative the folks in the meetings industry are. With the anticipation of widespread vaccinations in late Spring, we are seeing early signs of pent-up demand for meetings and gatherings. In our view, 2021 is a turn-around year that will kick off a substantial recovery for the meetings industry.”
1. Road to recovery
The industry is expressing optimism, for the first time since the pandemic began. Vaccines are being administered to increasing segments of the population, raising optimism for a meetings industry comeback during the third and fourth quarters of this year. According to a leading meetings, events and hospitality technology provider, to date in 2021 meeting RFPs have reached the highest levels since March 2020. As destinations begin to safely open back up, so are the size and quantity of group gatherings.
2. Road trip meetings
Corporate gatherings in 2021 are primarily regional drive-to at this point, though Benchmark is seeing fly-in meetings take hold during the latter part of the year. Hybrid meetings remain a key option for including entire teams within a meeting, with attendees nearby driving in and those further afield attending virtually due to travel apprehensions, or as some may need to remain home for family or health reasons.
3. Technology driver
Technology can make or break a meeting experience, and planners know that better than any other. So, what is the most important technology request and concern among planners for a superb conference experience in 2021? Bandwidth! Bandwidth is technology priority number 1, 2 and 3. After that are a property’s virtual meeting capacity, and a dedicated tech support team available at a moment’s notice throughout the meeting.
4. Year of the SMERF
And not the little blue creatures we grew up watching on public television! One would think that major pharma would dominate in 2021, or the tech industry, or the insurance or financial industry would reign as the most important industry segment delivering the majority of inquiries and meetings. But not this year. In 2021, it’s all about S.M.E.R.F. business, with a heavy emphasis on social, military, educational and religious meetings!
5. Don’t touch
Rapidly becoming the new standard in hospitality, contactless technology rallied during the past many months and will outlive the pandemic. It has become the expectation of planners and meeting guests, facilitated by smart phone capabilities at check in and check out. From arrival to entering the guest room to conference registration and meeting agendas to conference services to dining with virtual menus for ordering breakfast, lunch, dinner, drinks or room service, contactless technology is here to stay!
6. Dinner reimagined
QR codes and contactless menus, attended buffets, individually packaged menu selections, the reinvention of the a la carte box meal featuring fresh gourmet salads, grilled shrimp with orzo, and which, in addition to sealed fresh food selections and snacks, may be accompanied by face masks, bottled water and hand sanitisers within the box. Some properties are even elevating the box meal to grazing boxes in lieu of grazing tables.
7. Creative, local & sustainable
In 2021, creativity, taste and eco-appeal are important priorities to planners and guests–the pandemic hasn’t changed what makes dinner delicious, memorable, responsibly prepared and talked about six months later. Culinary teams remain exceptionally passionate about providing locally sourced and sustainable food items–not only for freshness but to support local farmers and purveyors during this challenging time. Farm to fork dining experiences are as important today as they ever have been!
8. Size matters
In many destinations, state regulations are restricting the size of events to as little as 10–15 people, so understandably average group size in 2021 is smaller. With more destinations lessening their restrictions, however, we are seeing larger group requests of 50-100 guests, booking at larger properties that offer extensive space for social distancing, with some break out spaces offered outside for greater accommodation of social distancing with small group sessions, and with select break outs offered virtually so guests can easily transition into the break out of their choice.
9. A fresh perspective
Meeting out of doors has been a fun trend over the past few years. In 2021, it’s a necessity. Outdoor spaces are being created where they don’t currently exist: ballroom courtyards, resort scenic lawns and sandy beaches are now meeting rooms for larger groups, as are restaurant terraces, pool decks, outdoor pavilions and newly installed tented rooms which reimagine the “traditional” meeting room this year. Adirondack chairs are stand-ins for ergonomic seating, portable heating elements bring warmth to outdoor rooms in northern climates. Where appropriate, plexiglass offers another line of safety. And, the meeting room views have never been better!
10. Partners in planning
Meeting contract language is where the rubber hits the road in 2021. Many planners are adamant about the need for flexibility around attrition clauses, cancellation clauses and fees, rebooking clauses, group rate clauses and commissions. Though moving along at a more rapid pace than previously, vaccinations have only recently become more broadly administered and planners remain cautious about rescheduling meetings in the shorter term.