The Rise of Outdoor Events in the Hotel Industry

Last month we released our latest report, “The Future of Meetings in Hospitality,” which examines the evolution of the meetings industry, specifically through the lens of hospitality.

This is the most definitive report on where the meetings and conferences industry is going, especially as a result of all the technology changes. Get the report for a deep dive.

Below is a short extract:

According to Brian Lang, director of catering at Hyatt Regency Lake Tahoe, planners are asking more frequently for meeting and incentive programs that incorporate outdoors events, beyond the traditional recreational pursuits, team building and cocktail receptions. Hyatt has responded with concepts for general opening sessions, town hall-style gatherings, and breakout meetings by the lakeside.

“We’re seeing an uptick in group occupancy based on growing interest in a healthy outdoor lifestyle, and that’s especially prevalent in our part of the country,” says Lang. “Planners are telling us they’re feeling limited about what they can do in a ballroom anymore. Nobody is interested in four walls and a chandelier anymore”

Lang believes that multiple factors are driving these shifts, including TV shows like Survivor and Amazing Race, the general trend in consumer behavior for more healthy lifestyles, and Millennial demand for more active experiences.

This has pushed Lang and his team to come up with more creative group programs that tap into these, which also tie into the business objectives of the meeting. For example, Hyatt Tahoe put together a 9 p.m. evening event for 150 people that involved glow-in- the-dark volleyball and kayak relay racing with a DJ providing tunes by the water.

“That’s not your average tug-of-war team-building; the energy was the kind that you rarely see at a corporate event, I mean it was rocking,” says Lang.

Another event is a geocaching event in the forest using various modes of transportation.

“That is so that Millennial generation, to bring them up to Tahoe and give them a GPS device—they love those devices—and give them bikes to go find things in the forest,” explains Lang. “Geocaching events like those tie in the outdoors and technology, and they really get into it. It takes a bit of work to add in jetskis or kayaks to make it even more active, and build in those very Tahoeesque experiences, but the payoff is great.”

Hyatt Regency Lake Tahoe’s corporate group business is about 60% meetings and 40% incentive. According to Lang, most meetings include half a day or more for everyone to go fishing, mountain biking or hiking because it opens dialogue like nothing else. It’s also an imperative for younger generations of meeting attendees.

“I really think it’s the Millennials,” says Lang. “When I started in this business, everyone was wearing a suit and tie. It was all about being professional or appearing professional. And I think the younger generation is much more about being focused and being accomplished while having fun at the same time.”

Lang is quick to point out that these younger generations are as eager to work and learn as his generation, but they just want to do it in a different way. He says, “You know, it’s funny, I interviewed someone yesterday for an administration position who’s a Millennial. And I asked her what her ideal workplace would be like. And she said, ‘Someplace that is fun and casual, yet I feel like I’m getting something accomplished every day.’ It’s amazing to me. She summed up everything we’re seeing in one sentence.”

“The Future of Meetings in Hospitality” dives deep into how hospitality brands are remaking the modern meeting. Get the report.