New Research: Navigating New Opportunities for Meetings and Events in 2020

This sponsored content was created in collaboration with a Skift partner.

Today, we’re publishing CWT Meetings & Events’ “2020 Future Trends Report,” which explores how meeting and event planners can rework their strategies to align with the latest customer demands, regional challenges and opportunities, and industry innovations.

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As the meetings and events industry continues to evolve — both globally and regionally — there’s been a shift towards authenticity, sustainability, and smart technology integration.

Dramatic changes are expected to transform the business over the next few years, particularly around digitalization, attendee demographics, and a complex global landscape. This means that meeting and event planners need to not only integrate these latest trends to keep and grow their share of the market, but stay ahead of the trends.

When thinking about these consumer shifts and innovations in meetings and events, it’s imperative to understand and work accordingly to each region’s unique demands and pressures. For example, the secondary city market is rising in popularity in the U.S., while Latin America is experiencing ripples of political changes based on recent elections. At the same time, uncertainty surrounding Brexit has given meeting planners a financial benefit in the UK, and China continues to be a force of growth for Asia-Pacific’s meeting and event market.

In this report, CWT Meetings & Events shares the regional, demographic, and digital trends planners should look out for in 2020 and provides solutions for how companies can uncover opportunities to integrate these trends. The report also includes success stories from meetings and events around the world, illustrating how they have utilized new strategies and tools to engage attendees.

This report looks at:

• Expected macro and micro trends in meetings and events for 2020
• A snapshot of the meeting and event industry by region
• How meeting planners can manage safety and security concerns
• How meeting planners can integrate global strategies into their programs
• Strategies to engage millennial and Gen Z meeting attendees
• The explosion of experiential and incentive meetings
• How automation is improving meeting and event experiences

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• This content was created collaboratively by CWT Meetings & Events and Skift’s branded content studio, SkiftX.