Overcoming the unexpected and delivering more than expected
ICCA ’ S CEO SENTHIL GOPINATH URGES VIGILANCE AROUND INNOVATION , SUSTAINABILITY AND ADVOCACY
M ost of us have spent the past two years “ expecting the unexpected ”. Now that business travel is back on the rise and more events are returning in-person , it ’ s easy to discard this sentiment .
However , we are seeing new surprises on the horizon for the association meetings industry . One of these challenges is a sudden , drastic increase in energy costs due to geo-political conflicts and global market disruption . Energy prices are expected to increase by 50 % on average in 2022 . Of course , the spike will add to the already rising costs of events . As such , we must stay vigilant on several fronts : innovation , sustainability , and advocacy .
In terms of innovation , the higher costs of doing business could necessitate new business models or event design . The number of conference days might need to be reconsidered . We must look for creative ways to deliver the high value of our events in ways that are financially sound .
Meanwhile , keep in mind that attendees are more willing to pay for content that is experiential . Connection , co-creation , and legacy should be top of mind when developing a business event programme . Staying at the forefront of new technologies and ways of doing business will also help the association meetings industry attract the new generation of professionals to our workforce .
Every one of us has a role in driving business events toward a more sustainable future . The meetings industry was hit particularly hard by
Covid-19 , however , we cannot wait to invest in sustainability initiatives that will enable us to become net zero by 2050 . ICCA is committed to helping our industry cut greenhouse gas emissions in half by 2030 .
Although the primary objective for this goal is to reduce our environmental harm , sustainability investments also add business value . On one hand , an investment today can reduce future costs – especially in light of the aforementioned rising energy prices . Additionally , sustainability goals are becoming increasingly important to associations and their members . We are now frequently seeing RFPs that have specific sustainability requirements . Therefore , strategic investments in this space can also help you gain a competitive advantage . This is especially important for emerging destinations so
Above : Senthil Gopinath
“ Although we still have work ahead to return to our pre-pandemic numbers , we will increase our ROI by delivering innovative , experiential events ”
they don ’ t get left behind during this transformational time .
Finally , even as countries are reopening , we cannot cease our advocacy efforts . One area that we probably don ’ t highlight enough when talking about the contributions of association meetings is intellectual capital .
It ’ s imperative that we promote our legacy to local decision makers and industries that we rely on , such as aviation . When our industry attracts people to a destination they bring ideas with them . Association meetings deliver knowledge , discovery , solutions , and the “ ah ha ” moments that can truly change the world .
Although we still have work ahead to return to our pre-pandemic numbers , we will increase our ROI by delivering innovative , experiential events .
The good news is that we don ’ t have to develop new strategies and business models on our own . If recent years have taught us anything , it ’ s the tremendous power of people working together toward a common goal .
During the pandemic , we relied on each other for health and safety . Now , through continued collaboration , we can keep overcoming challenges – no matter how unexpected .
8 / CONFERENCE & MEETINGS WORLD / ISSUE 120