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FLEXIBILITY
IS KEY, SAYS
written by Martin Fullard
6
ICCA
REPORT
ICCA Global Association research
reveals importance of partnerships
and flexibility of associations and
suppliers in a post-Covid world
RESEARCH CONDUCTED BY ICCA during
May 2020, in collaboration with the African
Society of Association Executives (AfSAE),
Asia Pacific Federation of Association
Organizations (APFAO) and the European
Society of Association Executives (ESAE)
examined the post Covid-19 strategies and
plans of almost two hundred associations
around the world.
Among the more in-depth results, which
are available to ICCA members and the ICCA
Association Community and the members
of the partner associations, key findings
in the research suggest 66% believe that
Covid-19 will fundamentally change how
they operate in the future.
Event and sponsorship revenue sources
are under review by 55% of associations,
while 49% are reviewing membership
models.
It is also suggested that 84% intend
to include hybrid and digital elements
to events going forward, with a general
opinion that they should lead to increased
attendance, while 60% of respondents
believe that there are limitations to the
ultimate success of virtual events when
compared to face to face.
Elswhere, 28% said geographic rotations
are under review and likely to change in the
future while 78% would consider the use
of a meetings management company going
forward.
There is significant opportunity for the
supply side of the meetings industry to
support clients through increased flexibility
and innovation.
ICCA CEO, Senthil Gopinath said it is clear
that the Covid-19 situation is fast moving.
He said: “We have gone from what was
www.aenetwork.co.uk
effectively a complete global shut down in
April, to 29% of respondents now saying
they believe delegates will travel as long
as the right health and safety measures are
in place.
“This research provides important
statistical evidence for the perceptions and
opinions many of us already had. It is clear
the partnerships between suppliers and
associations have become more important
than ever, and this is exactly what we are
facilitating in our global community of
suppliers and associations.
“It remains a trying time for our industry
but there is hope for all, particularly if we
are flexible and work together towards new
and creative solutions.”
The report concludes by highlighting
the fact that there is “volatility” in the
market and a need to innovate and create
solutions.
It says for the long-term benefit of all the
industry must work together, in partnership,
and be flexible.
It also notes that venues and destinations
must appreciate the financial needs of
clients if they are to survive, clients must
equally understand that without their longterm
support the venues and destinations
cannot survive.
Respondents accepted and believed that
meetings offer big value in terms of both
knowledge and finances.