2018 Meetings Forecast Part 2: Types & Activity Trends

 2018 Meetings Forecast Part 2: Types & Activity Trends | HTR

This is Part 2 of 2-part series of the American Express 2018 Global Meetings & Events Global Forecast report.

In Part 1, we learned about the use of the Strategic Meeting Management process when planning events. Today’s blog highlights the changes in meeting structure and activity predicted for the coming year.

The good news is the number of meetings and their budget will remain flat or increase slightly. However, the budget increase is minimal and may or may not coincide with the increases expected in the hospitality industry.

Percentage of Total U.S. Meetings

Meeting Type

Percentage in the United States

Conferences and Tradeshows

23%

Training

20%

Sales and Marketing

13%

Senior Level Board Meeting

13%

Internal Team Meeting

12%

Incentives

11%

Advisory

7%

Product Launch

6%


It is expected the number of conferences, tradeshows and training meetings will increase slightly next year.

Expected Increase in Number of Attendees

Meeting Type

Percentage Increase in the United States

Conferences and Tradeshows

1.8%

Training

1.5%

Incentives

1.4%

Sales and Marketing

1%

Product Launch

.9%


Although this is a small increase, it shows a positive sign that more individuals are finding time to attend events. In particular, the last three items show elective award and awareness campaigns are an important part of the events landscape.

Budget Expectations

The overall meeting spend in 2018 is expected to increase 1.1% over the 2017 budget, according to survey participants. Below are the responses from participants about the first things they would cut if their budget was inadvertently slashed and what they would do if their budget increased by 10 percent.

First Things to Cut in Meeting Budget

Percentage in North America

Offsite Optional Activities

21%

Offsite Evening Activities

18%

Food and Beverage

16%

Number of Guest Nights at Hotel

16%

Use of Destination Management Company

9%


The things planners are least likely to cut are: the registration site, audio visual and ground transportation.

Investment Areas if
Budget Increased 10%

Percentage in North America

Better Meeting Content and Production

24%

Increase the Number of Attendees

20%

More Food and Beverage

16%

Number of Meetings

16%

Increase Activities

11%


Meeting Locations

Most meetings occur in large cities. Here is a breakdown of where planners expect to have meetings next year.

Primary Locations for Meetings

Percentage in North America

First-Tier Cities

  • New York City
  • Los Angeles
  • Chicago
  • Houston
  • Philadelphia

72%

Second Tier Cities

  • Phoenix
  • San Antonio
  • San Diego
  • Dallas
  • San Jose

23%

Other Locations

  • Orlando
  • Las Vegas
  • Atlanta
  • Washington, DC
  • Nashville

5%


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