The German Convention Bureau and Fraunhofer IAO have launched a new research project on how organisers choose destinations and venues. It aims to explain what drives those decisions today, and how that may change – with the ultimate goal of creating standardised criteria that benefit organisers and destinations/suppliers alike.
GCB hopes this will reduce the number of poor matches in the industry.
The project sits within the new Research Centre for Future Meeting Studies (rcfms). It builds on the earlier Future Meeting Space network – which the two organisations launched in 2015 – and moves that work into a more regular, structured research programme.
More than 20 organisations have already signed up to take part.
What actually influences venue and supplier selection?
The focus is practical. Researchers want to identify what actually influences venue and supplier selection, and then turn those factors into clearer criteria and models that organisers and suppliers can then use day-to-day.
Selection is becoming more complex. Cost, sustainability, security, data quality and experience now sit alongside traditional factors like location and price. Decisions are harder to compare, and suppliers often struggle to show their value in a consistent way.
“As complexity continues to grow, organisers need objective, data-driven decision-making frameworks. At the same time, suppliers need clear and distinct profiles to compete in the market and provide credible, transparent proof of the value they offer,” says GCB managing director Matthias Schultze.
“This is where our new rcfms research comes in. We want to enable all stakeholders in the German meetings and conventions sector to make evidence-based decisions.”
The aim: standardising how organisers choose venues and destinations
In simple terms, the project aims to standardise how choices are assessed. That could mean clearer scoring systems, shared criteria, and more comparable data when selecting destinations, venues and service providers.
It also looks at the gap between how organisers choose suppliers and how suppliers present themselves. Researchers want to map both sides, then build tools that align expectations and reduce the amount of guesswork during sourcing and procurement stages.
The study will examine sustainability performance, technology use, digital platforms and value for money. These factors will be analysed to see how they shape future buying decisions.
“Through our research, we aim to map what makes destinations, venues and service providers stand out as appealing choices, considering both the supplier’s perspective and the factors that guide organisers’ decisions,” explains Dr Stefan Rief, head of organisational development and work design research unit at Fraunhofer IAO.
Organisations joining as Research Fellows will receive early findings and guidance on applying them.
The intention is to reduce poor matches. And to limit misunderstandings between buyers and suppliers.
Eight Fellows have joined an additional Advanced Research Track for deeper analysis. Participation remains open to other organisations.
