IMEX, MMGY Hills Balfour and MMGY Travel Intelligence Europe to undertake new industry survey
Global integrated marketing company MMGY Hills Balfour and MMGY Travel Intelligence Europe are collaborating with the IMEX Group on a new 2021/22 survey titled ‘A Portrait of European Meetings and Convention Travel: Perspectives from travellers and planning professionals’.
The survey is designed to investigate beyond existing parameters, examining not only meeting planner sentiment but also the intentions and preferences of attendees.
The survey will help guide destinations’ decisions on investments, marketing budgets, overall growth and development strategies by providing a comprehensive understanding of what European meetings and conventions look like now and in the future.
As highlighted in MMGY Travel Intelligence’s recent US survey, there can be profound differences between perceptions and behaviours among planners and attendees. Europe is home to the headquarters of some of the most significant global business event organisers who can benefit from such survey insights.
Carina Bauer (pictured), IMEX Group CEO comments: “As the European meetings and events industry sets about ‘building forwards better’, these research findings will offer fresh perspectives and business information grounded in sound, representative data. We all have a visceral sense of where we have come from and what we have been through these past two years. This research intends to reveal a clearer picture of where we are going.”
Fielded to planners all around Europe, the surveys will be conducted in two waves: the first in Q4 2021 and the second in Q1 2022. They will address relevant and timely topics including:
- How do attendees feel about virtual and hybrid meetings and how do they think their behaviour may be impacted in 2022 and beyond?
- What conference destinations hold appeal for attendees moving forward and how have these preferences changed because of Covid-19?
- Are certain industry segments more likely than other industry segments to keep attending similar to how they did prior to Covid-19?
- What content, venues and/or incentives would be sufficiently compelling for attendees to make the decision to travel for a meeting?
- What barriers, other than the obvious health and safety concerns, need to be eliminated or mitigated?
- What meetings segments (ex. SMERF, association, corporate, etc.) do planners expect to recover first and what is the anticipated timeline?
- How can destination marketing and management organisations better meet the needs of the meetings trade now and in the future?
- How might meeting amenities or logistics affect group planning, and what new safety measures will be crucial for both planners and attendees?