Home' micenet eMag : micenet AUSTRALIA December 2014 January 2015 Contents Following a period of economic recovery for the meetings
industry, global meeting budgets in 2015 are likely to show
positive movement, either through growth or less of a
decline than was seen previously.
“The meetings industry overall appears to be very much ‘back in
business’, in particular as a key component of sales and marketing
strategies for many organisations,” American Express Meetings &
Events vice president and general manager, Issa Jouaneh, said.
“The last few years have given focus to meetings and events in a
way that has driven a more disciplined approach around approvals
processes, increased scrutiny on spend and a larger focus around
accountability and expected outcomes for meetings.”
In Europe, meeting activity predictions from survey
respondents generally mirrors the current economic situation of
the individual countries.
Across Europe, an incremental decline in the number of
attendees in nearly all meeting types is predicted. Germany and
the United Kingdom, two regions with positive predictions in the
2014 forecast, are expecting slight declines in attendees across
the board in the coming year, while Spain and France are seeing
smaller declines predicted for 2015, compared to previous years.
Doing more with less is the mantra of most meeting owners, and
their 2015 budgets reflect that. Spain is the front-runner when it
comes to meeting length, where incentives and special events
last on average almost five days, nearly two days longer than the
Meeting activity in Asia Pacific is more varied, surging ahead in
some countries and softening in others. The Chinese mainland
continues to experience strong demand as a destination and
healthy growth in the number of meetings, while in Australia
some meeting cancellations are contributing to a slowdown. A
similar softening seems to be underway in Hong Kong.
Across the region, attendee levels range from stable to
moderately reduced, and meeting owners are leaning toward
fewer and shorter meetings overall, freeing up resources to
spend on marquee events. More than 85 per cent of meetings
and events in Asia and 94 percent of those in Australia are
expected to take place in large cities in 2015.
In North America, a slight 0.3 per cent increase in meetings
activity is expected in 2015. Meetings have reduced in size over
the past few years and there is a continued push to stay close to
home in order to maximise attendance figures. Training meetings
lead the pack in North America in terms of growth in number of
meetings, and in regard to meeting length; the findings revealed
that incentive and special events were reported to be the longest
meeting by category, followed by conferences.
Central and South American respondents see meeting activity
remaining much the same in 2015 as predicted for 2014, but are
expected to make the most significant adjustments. Like North
America, training meetings appear to be ‘coming back’ in 2015,
with the largest increase of 2.4 per cent predicted, followed by
incentive and special events at 1.3 per cent. The dominant effect
of the recent FIFA World Cup in Brazil is expected to continue
through the 2016 global sporting event in Rio de Janeiro. In
addition, respondents are predicting a rise in the share of meetings
in large cities from 65 percent in 2014 to 72 percent in 2015.
Below are high-level snapshots of the key 2015 predictions
based on a survey of meetings professionals in each region.
Business events are
back in business
Survey Highlights: Regional Meetings Professional Predictions
North America Europe
Number of meetings
Number of attendees per meeting
Days per meeting
Overall meeting spend within organisation +0.3%
Group hotel prices
Top 5 meetings destinations
3. Las Vegas
5. San Diego
2. Hong Kong/Macau
1. Rio de Janeiro
2. Riviera Maya/ Cancun
3. Ciudad de Panama
4. San Paulo
5. Cartagena de Indias/ Bogotá
Meetings are expected to play a critical role in a return to business
fundamentals in 2015, according to the American Express Meetings
& Events 2015 Global Meetings Forecast released in October.
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