As you count down to the new year, you’re likely juggling clients, events and your own personal holiday hijinks all at the same time. Keeping all your plates spinning while simultaneously looking to the year ahead seems nearly impossible. That’s why this month, Tracy Norum, CMP, Strategic Division Manager at Meetings + Incentives offers some insightful forecasts for the year to come. Take a deep breath and relax, now that you know what to expect and what to plan for in 2012.
Q. Tell me briefly about Meetings & Incentives and your role there.
A. M&I is a global meeting incentive management company delivering high quality value-driven meeting, incentive and association services with a 360-degree approach centered on achieving our client’s business results. We’ve been in business for more than 40 years and have a professional team of 120 employees located domestically and internationally. M&I is honored to have been named in the Top CMI 25 for the past three years. We organize more than 800 events annually, from 10 to 5000+ attendees. As Strategic Division Manager of Incentive Services, I partner with current and prospective clients, ensuring their corporate mission, core values, goals and objectives are woven into their incentive program design. I oversee the development and fulfillment of their programs through which we create once-in-a-lifetime interactive experiences and lasting memories.
Q. What do you see as the biggest trends for the year ahead?
A. Even shorter turnaround time and smaller number of attendees per program, however, we are seeing an increase in the total number of programs. What some companies are doing instead of holding large scale events is planning more back-to-back and overlapping smaller events. Corporations seem to recognize they still need to get their people together face-to-face. Additionally, there’s a ripple affect in corporate America caused by recent increases in consumer confidence and personal spending, so we’re seeing an uptick in corporate spending as well.
Q. Are there certain types of events you think we’ll see more of in 2012?
A. Incentive group and individual travel programs; programs with corporate social responsibility “do good/feel good” results. We are also seeing a return to more team-building and employee engagement events. Companies are realizing that setbacks in the economy since 2008 have taken a toll on their employees. They recognize that to retain their key talent, they have to engage them by providing more motivational experiences.
Q. What’s your forecast for destinations and hotels in 2012?
A. There’s great interest in eco-friendly destinations and hotels. Clients are exploring more opportunities in this area. However, costs are still a prevailing factor and with room rates steadily increasing, economics will override a company’s eco initiatives in most cases. As demand continues to go up, sleeping room rates are increasing and contract terms are more stringent. Of course, ongoing increases in air fare and transportation will continue to be a consideration in planning any destination event, so many corporations are keeping their events closer to home or utilizing destinations with greater air lift.
Q. What are you seeing as a replacement for destination events?
A. Whether a program is held in a distant location or it is held closer to home, program design and content is paramount. Programs are being infused with fun interactive, highly engaging, entertaining group events designed to improve communications, develop skills, promote teamwork, and improve relationships. From the optional activity perspective, there’s a greater emphasis on attendee lifestyles and offering a perfect combination of soft activity and hard adventure options. Spa activities for both men and women remain popular. Theme parties are incorporating more do-it-yourself activities, such as food competitions at which participants create their own meals alongside celebrity chefs.
There’s also more emphasis on corporate social responsibility. Attendees genuinely enjoy participating in local communities, having a positive impact, and leaving a lasting imprint. Connecting with a cause that harmonizes with a corporation’s mission and core values is essential to the overall success. For example, a Habitat for Humanity project, helping out in area schools by putting together children’s backpacks with supplies, or assembling care packages for troops overseas. Giving back to the community is huge and sends the right message, as well as involves participants in both personal and professional goals for their company.
Q. What sorts of trends do you see with regard to food?
A. The trend toward buying local, sustainable foods will continue. Also trending, are small bites menus, food pairings with specialty beverages, as well as an emphasis on whole foods and wellness, including special dietary and allergy-specific meals. Food is no longer just “served.” Food is now part of an interactive experience that appeals to all senses. There is a huge emphasis on presentation, presentation, presentation!
Q. Given continued tight budgets, are you foreseeing any different trends in décor?
A. Innovation and creativity does not need to equate increased expense. Multi-purposing décor is now and will continue to be big. Planners can work with hotels and venues to see what’s available on site and even connect with planners from other companies so that they might share décor. We are also seeing an increase in natural ingredients as part of buffet and room décor.
Q. Do you have any other forecasts for 2012?
A. There seems to be a cautious optimism as we move ahead. We’re definitely seeing more clients wanting to move events overseas. For the most part, clients are not necessarily focused on bigger and better, just unique and inspiring solutions that are purposeful and memorable. To that end, it’s important to remember to stay focused on ROI and ensure that a planner meets the client’s objectives. This in turn, will help to create even more outstanding programs in the future.
