WE ’ RE SEEING AN INCREASED FOCUS ON WELLNESS AT EVENTS
– BRIAN GILLIGAN , SVP OF SALES AND DISTRIBUTION , U . S . & CANADA , MARRIOTT INTERNATIONAL
POST-PANDEMIC BUMP OR SUSTAINED LEVELS ? Most observers expected a bump in group post-pandemic to meet pent up demand — but will it last ? Hilton , said Passanante , has only seen a belief and power in face-to-face meetings strengthen coming out of the pandemic . Though traveler and business preferences have changed and evolved over time , he said , “ in-person meetings , events and interactions drive business , strengthen relationships and move the world forward . That is why we don ’ t anticipate group travel slowing down .”
Partly driven by the pandemic , Hyatt has introduced a suite of meetings-oriented programs including Together by Hyatt , which provides meeting planners with a range of resources , capabilities and solutions customized to their needs ; a Wellbeing Collective , launched last fall with 30 properties that offer bespoke wellbeing offerings to groups ; and the Hyatt Convention Alliance , which , according to Ahmed , “ combines the collective might of 10 of Hyatt ’ s premier convention hotels in
nine key markets .”
HYBRIDS ALIVE , BUT LESS FREQUENT Are hybrid meetings still a force ? Though they remain a tool , most hotels see them as a complementary option . With inperson events coming back so strongly , said Gilligan , Marriott hasn ’ t seen a lot of demand for hybrid events . He said the company is seeing organizations recording or streaming sessions and utilizing the content post-event on social platforms .
In addition , said Gilligan , Marriott is seeing attendees connect with each other pre-event , through digital apps to schedule meetings on-site , network and discuss sessions , as well as on-site through polling and instant surveys that provide real time feedback .
Though there was a rise in digital meetings and events during the pandemic , said Passanante , “ What we are seeing now is virtual fatigue and people , more than ever , embracing the unique value of in-person
OUTDOOR SPACES CONTINUE TO BE IMPORTANT AS EVERYONE LOOKS FOR FLEXIBLE OR UNIQUE SPACES
– BRIAN MACALUSO , VP OF GLOBAL SALES , SONESTA INTERNATIONAL HOTELS connections .” According to a recent Hilton survey , he said , more than 70 % of event attendees prefer in-person events to virtual ones , particularly among Gen Z , “ which is experiencing severe virtual event burnout ,” Passanante added .
RESHAPING EVENTS Events themselves have been redesigned to meet transforming technologies and goals . “ We ’ re seeing an increased focus on wellness at events ,” said Gilligan , “ including calming spaces on or near the meeting spaces and healthier food and beverage options within meal periods and receptions .”
In accordance on wellness , Passanante pointed to Hilton ’ s 2024 Trends Report and that the top reason people want to travel in 2024 is to rest and recharge . There is a growing movement to incorporate opportunities to infuse wellness into the professional sphere , he said , adding that Hilton understands it is vital to take a holistic view of every element that contributes to event attendee wellbeing — from the design and environment of the venue to the agenda rhythm and content .
Outdoor spaces were a hot topic postpandemic and continue to be important as everyone continues to look for flexible or unique spaces , said Sonesta ’ s Macaluso . He said the company has also seen a trend toward tropical destinations that offer an opportunity for groups to gather and accomplish business goals while enjoying beautiful weather .
More choice and flexibility are becoming the norm , said Gilligan . This includes everything from having pronouns on name badges , adding culinary options to accommodate dietary needs and providing quiet rooms to step out of events if attendees become overstimulated , or just need to recharge .
“ When all audiences are able to participate as they are and feel included for who they are , they can have more positive and impactful experiences ,” said Gilligan .
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