Home' micenet eMag : micenet December 2015 Contents T
he American Express Meetings &
Events 2016 Global Meetings
Forecast released in November is
predicting positive economic
trends combined with the global expansion
of companies will drive continued growth for
the meetings industry in 2016.
Across all regions, the number of training
and internal meetings is expected to
experience high levels of growth as
companies continue to invest in bringing their
employees together for face-to-face
Following a year of added capacity, an
increased focus on compliance-related
concerns and a growing need to manage risk
across all meeting types, meeting owners are
predicted to expand their budgets next year.
In turn, hotels are expected to increase
capacity in key cities, but lead times remain
tight, so meeting owners who are able to
plan farther ahead have the best chance of
securing their first choice property and dates.
Diversity continues to persist throughout
the region with Indonesia and South Korea
building out their infrastructures and
enhancing tourism, and therefore contributing
to the expected meeting activity increases
within the region.
China remains a top focus for global
companies due to the size of its economy and
the prevalence of manufacturing; however,
other locations throughout the region are
emerging as appealing destinations for a wide
range of meeting types.
Unlike the 2015 predictions, Australia
stands out with a higher number of expected
meetings than the regional average and the
largest average numbers of attendees for sales and marketing meetings globally. Further, while
meeting planners last year predicted meeting spend to remain stable, meeting spend is now
expected to trend upwards through 2016. Meeting planners across Asia-Pacific, with the
exception of Australia, are also leaning towards shorter meetings compared to North America
and mirror the length of predicted meetings in Europe.
U.S . growth
In North America, 2016 points to continued increases in all meeting types across the region,
further fuelling the increased activity seen in 2015. Training and internal meetings are expected
to continue to experience strong growth and rise more than any other meeting type next year.
As the number of meetings is predicted to increase, attendee levels in North America are also
expected to trend upwards. As a result of recent economic growth, companies are renewing
their focus on employee-centric meetings by planning a greater number of incentive meetings
and special events next year.
Although respondents are optimistic about growth, the length of meetings is predicted to
remain largely unchanged in 2016. While overall program spend is expected to rise, marking the
largest forecasted spend increase in three years, budgets remain tightly controlled as meeting
planners increase their spend per attendee, where justified.
Europe also on the rise
In Europe, survey respondents indicate continued meetings activity growth from 2015 with small
upward trends expected throughout the region next year. With the number of predicted
meetings expected to be stable to slightly higher, the region will continue its steady course.
Unlike last year’s forecast which predicted small regional declines, survey respondents from
the United Kingdom and Germany show strong optimism across the region, expecting similar to
slightly higher increases across all meeting types.
In France, predictions vary widely by meeting type, with planners most optimistic about
increases in conferences and trade shows, while a small number of others predict small
declines in training meetings and product launches.
Additionally, the size of meetings and events is slowly increasing for most meeting types across
Europe. While doing more with less was the mantra for 2015, doing more with a little bit more is
the new mantra for 2016. Compared to last year, budgets are expected to continue growing, as
companies across Europe are likely to spend more on their meetings programs in 2016.
Central and South America
Central and South American respondents also expect meeting activity to increase across all
meeting types, as meeting owners look to use meetings and events as a driver of revenue
growth in 2016.
A global study by American Express is
predicting strong meetings activity in 2016.
NEWS | BRAD FOSTER
FACE TO FACE
FORECAST TO RISE
6 | micenet
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