The GBTA APAC Conference 2023 in Singapore featured a discussion on how meeting planners can adapt to the changing landscape of increasing digitization in the industry. The panel of speakers included Ewan Lim from Johnson & Johnson Travel & Meeting Services, Phil Boyle from Jack Morton Worldwide, Petrina Goh from CWT Meetings & Events, and Corinne Janssen from Shangri-La Group. Will Kataria, senior director & GM, Asia Pacific at Cvent, moderated the session, titled “Meetings & Events in Asia: Embracing Change and Evolving with Digitization.”
Key highlights and insights from the discussion include:
- On average, approximately 24% of a company’s marketing budget is allocated to events and meetings, and within Asia, 67% of planners anticipate hosting more in-person events this year.
- Singapore has emerged as the top event destination in Asia for the year, with sourcing volumes increasing by 30% compared to the previous year, despite cost challenges.
- 77% of respondents expressed higher expectations for digital features and visual engagement at events.
- The roles and responsibilities of event planners have evolved. In addition to traditional tasks like planning, marketing, finding venues, and catering, planners now need to offer opportunities for pre and post-event connections and provide on-demand content after the event.
- Clients seek richer data beyond attendance lists, wanting insights into engaged audiences and the ability to connect with specific individuals before the event.
- Hybrid meetings are here to stay, with AV rooms created for such meetings, particularly in cases where travel can be reduced.
- AI tools have been instrumental in speeding up website creation for event marketing and personalizing guest experiences based on data.
- Capturing the attention of audiences with short attention spans, such as the TikTok generation, is crucial, as planners must engage them within the first five seconds of an event video.
Overall, the discussion emphasized the importance of adapting to changing expectations and leveraging technology. This would enhance engagement and deliver more personalized experiences for attendees in the evolving landscape of meetings and events in Asia.
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