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MICE Worldwide - September 2014

“The future development of incentives, conventions, conferences and exhibitions will be influenced by overall societal trends which include social networking and the explosion of user-generated content, as well as the widespread diffusion of specialist knowledge via the Internet. These trends are permeating the broader society, including journalism, education, management and religion, and, if MICE events are to retain their relevance and attractiveness, they will have to evolve in accordance with these developments.”

This report looks at the following areas:

  • Will MICE activity track economic growth in the coming years?
  • Will virtual meetings (such as videoconferencing and hybrid events) replace more traditional MICE activity?
  • Will MICE activity in Europe continue to be centred in Germany?
  • Will trade fairs enter into a permanent state of decline?
  • Will the role of social networking at MICE events continue to grow in importance?

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Table of contents

  1. Introduction

      • Key findings
      • Data Sources

          • Abbreviations
          • Issues in the Market

              • Destination competition
                • Managing hotel capacity
                  • Videoconferencing
                    • Social networking at conferences
                      • Trade fairs an anachronism?
                      • Global Summary

                          • Demographic trends
                            • Figure 1: Worldwide population distribution by age cohort (m), 2013 and 2050
                          • Demographic projections by major country market
                            • Figure 2: Worldwide population distribution by age cohort (in %) in the leading business travel country markets, 2013 and 2050
                          • Economic outlook
                            • Figure 3: World Economic Outlook forecasts (% change unless noted otherwise), July 2013
                          • Currency trends
                            • Figure 4: Outlook for exchange rates as of 27/06/14
                          • Outlook for spending on business travel
                            • Figure 5: Projected spending* on business travel (in 2013 US$bn), by region, 2013-20
                          • US to remain number one business-travel market
                            • Figure 6: Projected spending* (in 2013 US$bn) on business travel in the 15 biggest country markets, 2013-20
                        • MICE – A Breakdown of the Sector

                          • International association meetings
                            • UIA
                              • Figure 7: International association meetings*, 2011-13
                            • Categories of meetings
                              • Meetings excluded from the UIA’s statistical report
                                • ICCA
                                  • US and Paris on top
                                    • Paris new number one
                                      • Figure 8: ICCA country & city ranking, measured by number of international meetings* organised in 2013
                                    • A growth sector
                                      • Figure 9: Trend in the number of association meetings, 1963-2012
                                      • Figure 10: Number of association meetings, 1963-2012
                                    • ICCA membership trend
                                      • Figure 11: Growth in the number of ICCA members, 1963-2012
                                    • Historical trend
                                      • Figure 12: Market share per region by number of meetings (%), 1963-2012
                                      • Figure 13: Number of international association meetings per country, 1983-2012
                                      • Figure 14: Number of international association meeting participants per country, 1983-2012
                                    • An overview of meeting management companies
                                      • Professional conference organisers
                                        • Figure 15: Services typically provided by PCOs, 2014
                                        • Figure 16: Meetings-related tasks typically undertaken by associations, 2014
                                      • Destination management companies
                                        • Incentive travel
                                          • The participant’s point of view
                                            • Attitude of non-earners
                                              • Figure 17: Attitude of non-earners of travel incentives toward their company/peers, 2013
                                            • Changing destinations can motivate
                                              • Figure 18: The motivating effect of changing the destination for incentive travel, 2013
                                            • Motivational factors
                                              • Figure 19: Motivational factors of travel incentive rewards, 2013
                                            • Rating factor to improve incentives
                                              • Figure 20: Actions that could be taken to change the incentive travel award and how much more meaningful, motivational and memorable the award would be if that item were implemented, 2013
                                            • The US incentive market
                                              • Figure 21: Use of non-cash incentives by company size, 2013
                                            • Type of programme
                                                • Figure 22: Use of incentive programmes in US companies, 2013
                                              • Expenditure on incentives
                                                • Figure 23: Spending on incentives, by size of firm (in US$), 2013
                                                • Figure 24: Breakdown of spending on incentive programmes by type & target audience, 2013
                                                • Figure 25: Breakdown between spending on group travel incentives & individual travel incentives, 2013
                                              • Exhibitions
                                                • Trend in rented space
                                                  • Figure 26: Exhibition space rented by world region (million sq m) 2008, 2010 & 2012
                                                  • Figure 27: Share of global rented space by region (in %), 2008, 2010 and 2012
                                                • Rented space by country
                                                  • Figure 28: Rented exhibition space by top ten ranked countries, 2012
                                                • Exhibition capacity
                                                  • Figure 29: Worldwide exhibition capacity, 2006 and 2011
                                                  • Figure 30: Countries with the most extensive exhibition space, 2011*
                                                  • Figure 31: Breakdown of exhibition venues, by size and region, 2011*
                                                • Germany a leader
                                                  • Figure 32: Venues with a minimum of 200,000 sq m of indoor exhibition space in 2011*
                                                • Destination selection criteria
                                                  • Figure 33: Evaluation criteria for choosing Germany as a MICE destination in 2030
                                                • Destination promotion
                                                  • Figure 34: Site Index Annual Survey* of the effectiveness of promotional methods for motivational event destination, 2012
                                                • Destination branding
                                                  • The essence of branding
                                                    • Daytona gets a makeover
                                                    • Managing Hotel Capacity

                                                        • How Geneva lost Telecom World
                                                          • FairFairs Hotel
                                                            • Special features
                                                              • Special conditions for cancellation
                                                              • Videoconferencing

                                                                  • Google’s meeting-room-in-a-box
                                                                    • Chromebox meetings hardware
                                                                    • Social Networking at Conferences

                                                                        • Social media optimise event attendance
                                                                          • Social networks as a reference point
                                                                            • Conversations can be profitable
                                                                            • Trade Fairs – an Anachronism?

                                                                                • Importance of trade fairs evaluated
                                                                                  • Figure 35: Decision role of respondents, 2013
                                                                                • Trade shows low on the list
                                                                                  • Figure 36: Importance of information sources for your considered purchase decisions (on a scale of 1 to 5 where 1 is ‘not at all important’ and 5 is ‘very important’), 2011 & 2013
                                                                                • Canton Fair impacted by Internet
                                                                                  • Online channel not always reliable, however…
                                                                                    • Auto shows still relevant?
                                                                                      • Lavish entertainment a thing of the past
                                                                                        • Events still supported by some
                                                                                        • The Economic Impact of Meetings

                                                                                            • ROI
                                                                                            • Technology in the MICE Sector

                                                                                                • Mobile apps for MICE events
                                                                                                  • Figure 37: How many of the events that you organized within the past 2 years included a mobile app?, 2014
                                                                                                  • Figure 38: Reasons for having a mobile event app (%), 2014
                                                                                                  • Figure 39: Importance of mobile event app features (%), 2014
                                                                                                  • Figure 40: Importance of event app & technology integration (%), 2014
                                                                                                  • Figure 41: Concerns about mobile app event integration: before your first experience with a mobile event app, how concerned were/are you about each of the following aspects of integrating mobile apps into your events?, 2014
                                                                                                  • Figure 42: Measurement of event app success: how important are each of the following for measuring the success of your event apps?, 2014
                                                                                                • Mobile apps often not budgeted
                                                                                                  • A varied experience
                                                                                                    • Mesh networking & BYOD
                                                                                                      • Meeting room technology
                                                                                                        • Data analytics to rise in importance
                                                                                                          • More attention to data security
                                                                                                            • Videoconferencing
                                                                                                              • Point-to-point videoconferencing
                                                                                                                • Multi-point videoconferencing
                                                                                                                  • Video bridges
                                                                                                                    • Telepresence robots
                                                                                                                      • The telepresence robot experience
                                                                                                                        • Telepresence robots compared
                                                                                                                          • Figure 42: Summary of features & specs for five telepresence robots, 2014
                                                                                                                        • MantaroBot TeleM
                                                                                                                          • Outlook
                                                                                                                            • MICE applications
                                                                                                                            • Airline Alliances Targeting the MICE Sector

                                                                                                                                • Star Alliance’s Conventions Plus
                                                                                                                                  • oneworld events
                                                                                                                                    • SkyTeam’s Global Meetings
                                                                                                                                    • Hotel Features for the MICE Sector

                                                                                                                                        • Designing hotels for meetings
                                                                                                                                          • Marriott’s design team
                                                                                                                                            • Five design trends for MICE in hotels
                                                                                                                                              • Intimate and informal
                                                                                                                                                • Responsive and on demand
                                                                                                                                                  • Collaborative and inclusive
                                                                                                                                                    • Wired and interactive
                                                                                                                                                      • Healthy and natural
                                                                                                                                                        • Conclusion
                                                                                                                                                          • Convention hotel construction on the upswing
                                                                                                                                                            • Market impact
                                                                                                                                                            • Breakdown of MICE Sector by Global Region

                                                                                                                                                              • Australasia/Asia
                                                                                                                                                                • Australia
                                                                                                                                                                  • Brisbane
                                                                                                                                                                    • Sydney
                                                                                                                                                                      • China
                                                                                                                                                                        • Infrastructure expansion supports MICE
                                                                                                                                                                          • MICE market overview
                                                                                                                                                                            • CIBTM figures support growth story
                                                                                                                                                                              • IBTM Meetings Industry Report
                                                                                                                                                                                • Insights into Chinese MICE buyers’ behaviour
                                                                                                                                                                                  • China’s MICE industry an enticing market
                                                                                                                                                                                    • CWT enters the Chinese market
                                                                                                                                                                                      • Hong Kong
                                                                                                                                                                                        • MICE arrivals source markets
                                                                                                                                                                                          • Figure 43: Source markets of Hong Kong’s MICE tourists, 2012 and Q1/2013
                                                                                                                                                                                        • Venues
                                                                                                                                                                                          • Wine on the menu
                                                                                                                                                                                            • India
                                                                                                                                                                                              • Improved airlift
                                                                                                                                                                                                • Outbound MICE travel from India
                                                                                                                                                                                                  • Key outbound destinations for Indian MICE travel
                                                                                                                                                                                                    • Macau
                                                                                                                                                                                                      • Figure 44: Summary of MICE events in Macau, 2013 & 2012
                                                                                                                                                                                                      • Figure 45: Summary of MICE events in Macau, Q1/2013 and Q1/2014
                                                                                                                                                                                                    • Singapore
                                                                                                                                                                                                      • Sustainability to the forefront
                                                                                                                                                                                                        • Europe
                                                                                                                                                                                                          • Figure 46: The most frequently organised types of events by European MICE buyers* (% of buyers), 2013
                                                                                                                                                                                                        • Outbound MICE travel
                                                                                                                                                                                                          • Figure 47: Breakdown of outbound MICE events from Europe, 2013
                                                                                                                                                                                                        • Origin of attendees
                                                                                                                                                                                                          • Figure 48: Top ten countries of origin for MICE events held in Europe, 2013
                                                                                                                                                                                                        • Industry sectors
                                                                                                                                                                                                          • Figure 49: Industry sectors by buyers & suppliers of MICE events in Europe, 2013
                                                                                                                                                                                                        • Size of events
                                                                                                                                                                                                          • Figure 50: Breakdown of MICE events in Europe by number of attendees, 2013
                                                                                                                                                                                                        • Market conditions
                                                                                                                                                                                                          • Figure 51: Outlook of buyers* for business trend & budgets for their own events in Europe, 2013
                                                                                                                                                                                                          • Figure 52: Outlook of buyers* concerning change for a variety of issues, 2013
                                                                                                                                                                                                        • Venue selection criteria
                                                                                                                                                                                                          • Figure 53: Venue selection criteria of European buyers*, 2013
                                                                                                                                                                                                        • Satisfaction levels with venues
                                                                                                                                                                                                          • Figure 54: Rating of level of satisfaction of buyers*, 2013
                                                                                                                                                                                                        • London and Germany
                                                                                                                                                                                                          • Figure 55: Ranking of EU cities & countries in terms of quality as MICE destinations, 2013
                                                                                                                                                                                                        • Austria
                                                                                                                                                                                                          • Vienna
                                                                                                                                                                                                            • Figure 56: MICE events in Vienna, 2012-13
                                                                                                                                                                                                            • Figure 57: MICE share of total overnights in Vienna, 2004-13
                                                                                                                                                                                                            • Figure 58: Economic impact of MICE in Vienna, 2012-13
                                                                                                                                                                                                          • France
                                                                                                                                                                                                            • Figure 59: Trade fairs & exhibitions in France, 2013
                                                                                                                                                                                                            • Figure 60: Price per sq m for exhibition space in France, 2013
                                                                                                                                                                                                          • Professional trade fairs
                                                                                                                                                                                                            • Figure 61: Professional trade fair statistics, 2012-13
                                                                                                                                                                                                          • Trade fairs for the general public and mixed professional trade fairs
                                                                                                                                                                                                            • Figure 62: Statistics for trade fairs for the general public & mixed professional trade fairs, 2012-13
                                                                                                                                                                                                          • General fairs
                                                                                                                                                                                                            • Figure 63: Statistics for general fairs, 2012-13
                                                                                                                                                                                                          • ‘Foires de France’ certification helps
                                                                                                                                                                                                            • Congresses and corporate events
                                                                                                                                                                                                              • Figure 64: Average number of participants in congresses, 2012-13
                                                                                                                                                                                                            • Medical congresses
                                                                                                                                                                                                              • Rebounding expenditure on meetings
                                                                                                                                                                                                                • Domestic venues and less add-ons
                                                                                                                                                                                                                  • MICE events summary
                                                                                                                                                                                                                    • Figure 65: MICE events, by type, 2012-13
                                                                                                                                                                                                                  • Event duration flat
                                                                                                                                                                                                                    • Figure 66: Average duration of events (in days), 2012-13
                                                                                                                                                                                                                  • Occupancy rates up
                                                                                                                                                                                                                    • Venues are diversifying their activities
                                                                                                                                                                                                                      • Figure 67: Trend in the breakdown of sq m/day by type of event (%), 2008-13
                                                                                                                                                                                                                    • French meeting and exhibition capacity
                                                                                                                                                                                                                      • Figure 68: Breakdown of French meeting & exhibition capacity by type & region, 2013
                                                                                                                                                                                                                    • Investment in conference and exhibition infrastructure
                                                                                                                                                                                                                      • Île de France
                                                                                                                                                                                                                        • Provincial cities
                                                                                                                                                                                                                          • Paris number one for international conventions
                                                                                                                                                                                                                            • Figure 69: Summary of trend in conventions in Paris, 2007-13
                                                                                                                                                                                                                          • Economic impact
                                                                                                                                                                                                                            • Figure 70: Breakdown of hotel nights in Paris, by tourism segment, 2013
                                                                                                                                                                                                                          • Foreign attendance
                                                                                                                                                                                                                            • Large conventions
                                                                                                                                                                                                                              • A diversity of sectors and venues
                                                                                                                                                                                                                                • Germany
                                                                                                                                                                                                                                  • Figure 71: Cross-border European business trips by destination country & type of trip, 2013
                                                                                                                                                                                                                                • Destination ranking
                                                                                                                                                                                                                                  • Budgets are growing – especially in Europe
                                                                                                                                                                                                                                    • Germany has a good image
                                                                                                                                                                                                                                      • Figure 72: Ranking of countries as a destination for conferences by international organisers, 2013
                                                                                                                                                                                                                                    • The challenge of technology
                                                                                                                                                                                                                                      • Italy
                                                                                                                                                                                                                                        • Figure 73: Breakdown of Italian business trips by type, 2012 & 2013
                                                                                                                                                                                                                                      • A private-sector MICE bureau
                                                                                                                                                                                                                                        • Switzerland
                                                                                                                                                                                                                                          • Major investment in venues
                                                                                                                                                                                                                                            • Zurich
                                                                                                                                                                                                                                              • Lausanne’s Swiss Tech Convention
                                                                                                                                                                                                                                                • Investment in Davos
                                                                                                                                                                                                                                                  • UK
                                                                                                                                                                                                                                                    • Figure 74: Trend in business events in the UK, 2007-13
                                                                                                                                                                                                                                                  • EVCOM created
                                                                                                                                                                                                                                                    • Decline in association membership
                                                                                                                                                                                                                                                      • Explanation of the trend
                                                                                                                                                                                                                                                        • Technology trends
                                                                                                                                                                                                                                                          • Less cancellations
                                                                                                                                                                                                                                                            • Major issues facing corporate clients
                                                                                                                                                                                                                                                              • Government selects agencies
                                                                                                                                                                                                                                                                • Outlook
                                                                                                                                                                                                                                                                  • Global growth
                                                                                                                                                                                                                                                                    • Middle East
                                                                                                                                                                                                                                                                      • Figure 75: Average number of meetings & events planned per year by Middle Eastern MICE planners*, 2013
                                                                                                                                                                                                                                                                      • Figure 76: Average size of meetings & events planned by Middle Eastern MICE planners*, 2013
                                                                                                                                                                                                                                                                      • Figure 77: Average length of meetings & events planned by Middle Eastern MICE planners*, 2013
                                                                                                                                                                                                                                                                      • Figure 78: Percentage of Middle Eastern-based meeting planners who have used these destinations for organising meetings in the past two years, 2014
                                                                                                                                                                                                                                                                      • Figure 79: Sources used to help you find information on destinations for meetings, 2014
                                                                                                                                                                                                                                                                      • Figure 80: Ranking of destination selection criteria, 2014
                                                                                                                                                                                                                                                                      • Figure 81: Venue selection criteria, 2014
                                                                                                                                                                                                                                                                    • UAE wins bid for Expo 2020
                                                                                                                                                                                                                                                                      • North America
                                                                                                                                                                                                                                                                        • Figure 82: Respondent profile, 2013
                                                                                                                                                                                                                                                                        • Figure 83: Top ten industry sectors for Americas-based suppliers, 2013
                                                                                                                                                                                                                                                                      • Volume and value
                                                                                                                                                                                                                                                                        • Destinations
                                                                                                                                                                                                                                                                            • Figure 84: Americas buyers’ events regions, 2013
                                                                                                                                                                                                                                                                            • Figure 85: Americas buyers’ events countries, 2013
                                                                                                                                                                                                                                                                            • Figure 86: Next 12 months’ top countries for events, 2013
                                                                                                                                                                                                                                                                            • Figure 87: Country/region outside the US cited by buyers for future events, June 2013
                                                                                                                                                                                                                                                                          • Types of events organised by buyers
                                                                                                                                                                                                                                                                            • Figure 88: Proportion of buyers organising events, by type, 2013
                                                                                                                                                                                                                                                                          • Forecasts for the year ahead
                                                                                                                                                                                                                                                                            • Interest for foreign destinations
                                                                                                                                                                                                                                                                              • Outbound international association meetings from North America
                                                                                                                                                                                                                                                                                • US
                                                                                                                                                                                                                                                                                  • Figure 89: Meetings in the US by type & number of participants, 2012
                                                                                                                                                                                                                                                                                  • Figure 90: Meetings in the US by host type & number of participants, 2012
                                                                                                                                                                                                                                                                                • AIBTM
                                                                                                                                                                                                                                                                                  • Growth in exhibitions to accelerate
                                                                                                                                                                                                                                                                                    • Economic impact of MICE
                                                                                                                                                                                                                                                                                      • Figure 91: Trend in MICE aggregates in the US, 2009 & 2012
                                                                                                                                                                                                                                                                                    • Direct spending
                                                                                                                                                                                                                                                                                      • Figure 92: Breakdown of direct spending on MICE activities in the US, 2012
                                                                                                                                                                                                                                                                                    • Total economic impact
                                                                                                                                                                                                                                                                                        • Figure 93: Breakdown of the economic contribution of MICE activity to the US economy, 2012
                                                                                                                                                                                                                                                                                      • Contribution to tax revenues
                                                                                                                                                                                                                                                                                        • Figure 94: MICE’s contribution to US tax revenues, 2012
                                                                                                                                                                                                                                                                                      • Group demand drives hotel performance
                                                                                                                                                                                                                                                                                        • New group segments
                                                                                                                                                                                                                                                                                          • Catering revenue
                                                                                                                                                                                                                                                                                            • Major chains experiencing revived group demand
                                                                                                                                                                                                                                                                                              • Strong group markets
                                                                                                                                                                                                                                                                                                • Booking windows starting to lengthen
                                                                                                                                                                                                                                                                                                  • Seasons blurring
                                                                                                                                                                                                                                                                                                    • Hotel investment accelerating on back of group demand
                                                                                                                                                                                                                                                                                                      • Controversy surrounds Salt Lake City convention hotel project
                                                                                                                                                                                                                                                                                                      • Strategic Meetings Management

                                                                                                                                                                                                                                                                                                          • Lower the risk by enforcing compliance
                                                                                                                                                                                                                                                                                                            • Know your data
                                                                                                                                                                                                                                                                                                              • Virtual meetings serve their purpose
                                                                                                                                                                                                                                                                                                                • Engage senior management
                                                                                                                                                                                                                                                                                                                  • Think globally
                                                                                                                                                                                                                                                                                                                    • Streamline the process, minimise the supply chain
                                                                                                                                                                                                                                                                                                                      • Economies of scale lead to savings
                                                                                                                                                                                                                                                                                                                        • Predictive modelling
                                                                                                                                                                                                                                                                                                                          • Listen to the participant
                                                                                                                                                                                                                                                                                                                            • Demonstrate clear alignment with corporate initiatives
                                                                                                                                                                                                                                                                                                                              • SMM on the rise
                                                                                                                                                                                                                                                                                                                                • Meetings by analytics
                                                                                                                                                                                                                                                                                                                                  • Streamlining attendee experience at NASS
                                                                                                                                                                                                                                                                                                                                    • Increasing networking opportunities
                                                                                                                                                                                                                                                                                                                                    • Sustainable Meetings

                                                                                                                                                                                                                                                                                                                                        • Sustainable Events Summit
                                                                                                                                                                                                                                                                                                                                          • 30 Euston Square
                                                                                                                                                                                                                                                                                                                                            • VolunTeaming
                                                                                                                                                                                                                                                                                                                                            • What Next?

                                                                                                                                                                                                                                                                                                                                                • Global outlook for MICE
                                                                                                                                                                                                                                                                                                                                                    • Figure 95: Summary of regional meetings – professional predictions, October 2013
                                                                                                                                                                                                                                                                                                                                                  • Global meeting planning trends
                                                                                                                                                                                                                                                                                                                                                    • Increasing engagement through social media and mobile apps
                                                                                                                                                                                                                                                                                                                                                      • Budget controls continue to support the trend towards local and regional meetings
                                                                                                                                                                                                                                                                                                                                                        • Meeting approvals becoming more challenging
                                                                                                                                                                                                                                                                                                                                                          • Group fares
                                                                                                                                                                                                                                                                                                                                                            • Non-traditional venues
                                                                                                                                                                                                                                                                                                                                                              • More informal, less structured MICE events
                                                                                                                                                                                                                                                                                                                                                                • Conferences extend their effective duration due to social media
                                                                                                                                                                                                                                                                                                                                                                  • Hybrid events
                                                                                                                                                                                                                                                                                                                                                                    • Hybrid event applications

                                                                                                                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                                                                                                                                                    MICE Worldwide - September 2014

                                                                                                                                                                                                                                                                                                                                                                    US $2,002.85 (Excl.Tax)