While meeting venues claim to be ‘considering’ implementing
artificial intelligence (AI) in planning practices, the uptake remains slow, according to the 2024 Meeting
Room of the Future Report.
With the aim of forecasting event industry trends, the recently
published report from IACC – an international association for meeting venues - combined
research and insights from 170 international meeting venue operators, covering topics from the adoption of AI to the requirements of Gen Z and shifts in
food and beverage preferences.
Of the 170 venues polled, just 27 per cent had integrated AI
for marketing, 21 per cent use it for data analysis and 15 per cent use it for
guest services and food ordering. When asked whether AI is used for food waste
management, 57 percent said no, but 37 per cent are considering its
implementation.
When it comes to internet access, three per cent of venues still charge meeting delegates to access Wi-Fi, while 10 per cent are putting
the cost on the planner. However, 84 per cent of venues said they are
anticipating an investment in internet and broadband in the next 12 months.
Assessing the percentage of venues that ‘encourage
connections with the natural world’, encouragingly, 71 per cent polled yes.
This push towards nature ties in with the high volumes of venues integrating sustainable
practices. 88 per cent said they were reducing the consumption of single use
plastics, 83 per cent have a formal plan to manage food waste and 78 per cent
have acquired a sustainability accreditation.
Photo Credit: IACCIACC CEO, Mark Cooper said: “This year's research reaffirms
how live meetings are evolving and venues are adapting to the kind of
experiences expected by business event organisers for their attendees. Social
responsibility is at the heart of many of these trends and the report clearly
shows that venues are in lockstep with their development of facilities and
services.”
Noting changes in delegate behaviour, the report also
indicated that delegates are drinking less at events, with nearly 50 per cent
of polled venues noted a decrease in alcohol consumption.
Venues are also accommodating client F&B budgets with 70
per cent claiming to use lower priced ingredients to help clients balance the
books.
The report also found that venues are adjusting to
accommodate the behavioural differences of the next generation. Some are
incorporating more breaks and personal time into their events while others are
opting for smaller group settings to encourage more one-to-one engagement.
IACC’s global chair, Nancy Lindemer said: “The shifts in
food and beverage over the years scream flexibility and inclusion. Meeting the
diverse needs of all guests in a sustainable, thoughtful way while being budget
friendly and above all delicious is a challenge IACC properties are delivering
in creative ways.”
To download the full report, visit www.iacconline.org/iacc-meeting-room-of-the-future
The 2024 report was further funded by Aramark Destinations, Pyramid
Global Hospitality, Encore and Flik Hospitality Group & Rapport.
