Report Launch

May 23rd – 24th 2012

Rohit Talwar CEO - Fast Future Research

www.fastfuture.com rohit@fastfuture.com Twitter @fastfuture

Contents

• Presentation p. 3

• About Fast Future p. 47

• Image Sources p. 57

The Power of 10 Study

• Commemorate 10th anniversary of IMEX in Frankfurt

• Explore the future of the global industry over the next decade

• Identify key developments over the last ten years

• Interviews with over 100 industry leaders and future thinkers

• Desk research

• Student essay competition

• Global survey - 765 respondents, 68 countries, six continents

• Sponsors - the Imex Group, Fast Future Research, the

German Convention Bureau (GCB), Messe Frankfurt, CPO

Hanser and the Frankfurt Tourist Office.

Which region are you based in?

3%

10%

5%

51%

2%

27%

3%

0% 10% 20% 30% 40% 50% 60%

Africa

Asia

Australasia

Europe

Middle East

North America

South America

What's your country of residence?

22%

12%

9%

5% 5%

0%

5%

10%

15%

20%

25%

USA UK Germany Australia India

What key developments have had the greatest impact in

shaping the meetings industry globally over the last decade?

Global Financial Crisis (GFC)

and economic uncertainty 2007-12

The internet – changing

buyer-supplier relationships

Rising delegate expectations –

use of time, quality, content, ROI

The internet – transforming pre-

and post-event engagement

The World in 2022

What external trends and developments could have the

greatest impact on the sector globally over the next decade?

Shorter / faster

business cycles

Improved quality and cost of technology

alternatives to live meetings

Global economic

uncertainty / instability

Growing Asian political / economic influence

‘Future Proofed’ Organisations

Work on 3 Horizons in Parallel

4-10+ Years

Creating

the Future

1-3 Years

Drive for

Growth

1-12 Months

Operational

Excellence

Choosing a Future

Capability

and Technology

Markets

and Models

Mindset

and

Behaviours

To reduce vulnerability to economic cycles, the industry must

demonstrate tangible return on investment for event owners,

delegates, sponsors, exhibitors and other key stakeholders

670 respondents 0%

10%

20%

30%

40%

50%

60%

Strongly Agree

Agree Slightly Agree

Slightly Disagree

Disagree Strongly Disagree

The biggest challenge for the business events sector over the next

decade is proving it is a vital contributor to economic development

and the knowledge economy and not just a branch of tourism

533 respondents 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Strongly Agree

Agree Slightly Agree

Slightly Disagree

Disagree Strongly Disagree

Event Revenues – What key revenue generation tactics will

be used by associations and commercial event owners?

Learning from sectors like

sport on attracting

sponsors and exhibitors

The event as a year

round revenue generation

platform

Premium pricing options within an event

Cost Control – What key tactics will event owners

adopt to reduce financial risks?

Closing unprofitable

meetings

Running shorter events

Co-location of events to share cost Risk and reward sharing

The key strategic challenge for associations and commercial event

owners over the next decade is to turn their events into platforms

for year round engagement and revenue generation

423 respondents 0%

10%

20%

30%

40%

50%

Strongly Agree

Agree Slightly Agree

Slightly Disagree

Disagree Strongly Disagree

76% ROI

59% Personalisation

51% Interactive Learning

Future

Delegate

Expectations

Desired

Future

Innovations

Design of the

Learning

Experience

59% Build Delegate Insight

55% Deepen Dialogue

52% Tailored Speeches

Event

Design

Priorities

48% Pre/Post-Engagement

48% 15-20 Min ‘TED’ Talks

41% Delegate Led Content

The Future Event Experience – Key Priorities of Survey Respondents

61% Cost Reduction

54% Quality & Novelty

43% Shorter Lead Times

Future Delegate Expectations – What key delegate needs and

expectations will drive event design over the next decade?

Personalization – enabling me to tailor the

experience to my needs and learning styles

Return on time investment – a more

tangible ROI, applicable insights and 'take aways'

Greater emphasis on interactive learning

experiences

Event Innovation – What innovations would you most like to

see in event design over the next 10 years?

More delegate-led content creation

Serious pre- and post-

event engagement

Growing use of ‘TED-style’

15-20 minute presentations

Events as a showcase for new

learning experiences

Cost reduction

Shortened planning and

execution cycles

Delegate expectations

for quality and novelty

Increased focus on learning

and interaction

Event Design – Over the next decade what priorities will

drive the event design process for event owners?

Event Learning - Over the next decade what key changes are

most likely in the design of the learning experience?

Investment in understanding

delegate needs and intentions

Encouraging deeper dialogue

Accommodating multiple learning styles Less general keynotes

Corporate Events – What will the key drivers be in the

design of corporate events over the next decade?

Experimentation with new formats to

accelerate learning, creativity and change

Use of events to build brand identity

and develop ‘sticky’ customer and

partner relationships

Multiple goals e.g. motivation,

education, external relationship

building and PR

Association Events – What will the key drivers be in the

design of association events over the next decade?

Event as a platform to bring

new ideas to members

Merger of events

Experimentation with

new pricing models Personalisation of the

delegate experience

Knowledge Management – What key tactics will be adopted to

maximise the value of knowledge exchange through events?

Knowledge portals to capture

generated content

Detailed briefing of speakers

Use of events to create new

knowledge networks Use of events to connect online and

offline knowledge communities

Technology - Which technology developments do you expect to

have the biggest impact on live events over the next decade?

Mobile apps to connect,

interact and share

knowledge

Free Wi-Fi Streaming video to remote audiences

Social Media – What are the key ways you expect social

media to be used in business events over the next decade?

Pre-event targeting, marketing,

communication Provide instant delegate

feedback on sessions

Use of social review sites to raise the

event profile and attract delegates

Encourage community engagement

before, during and after the event

In a decade, the most important roles for live events will be

the event designer, learning architect and digital strategist

404 respondents 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Strongly Agree

Agree Slightly Agree

Slightly Disagree

Disagree Strongly Disagree

A decade from now, event owners, agencies and venues will be

differentiated by the quality of tools they provide for knowledge

capture, dissemination and measurement of learner outcomes

511 respondents 0%

10%

20%

30%

40%

50%

Strongly Agree

Agree Slightly Agree

Slightly Disagree

Disagree Strongly Disagree

Venues – What are the critical development priorities for

meeting venues over the next decade?

Stay up to date with new and

emerging technologies

Develop flexible service

offerings

Increase the flexibility of

meeting spaces

Identify new

markets e.g. emerging

industry sectors,

professions and

associations

Hotels – Over the next decade, what are the critical

priorities for hotels serving the meetings sector?

Increasing the flexibility of

meeting spaces and public

areas

Ensuring block room

booking prices are

competitive

Offer competitive technology

solutions

Developing new business

models

CVBs – What are the key priorities for convention

bureaus over the next decade?

Adopt a multi-channel

approach to promoting the

destination

Increase the quality and

range of support offered to

event owners and meeting

planners

Create tools and services to

assist delegates when

visiting the destination

Event Agencies – Over the next decade, what are the key priorities

for the agencies involved in different aspects of event delivery?

Provide strong proof of

return on investment

Launch innovative new

products and services

Aligning with the client’s

longer term strategy

Develop and retain top talent

What are the key priorities for those providing professional

support to the industry over the next decade?

Introduce challenging ideas

and approaches

Help the industry enhance

its entire ‘value chain’

Help the industry find

strategic solutions

Help professionalize

capability and practice

Industry Development – What do you see as the key priorities

for the development of the live business events industry as a

whole over the next decade?

Increase the level and quality of strategic

thinking and long term planning

Positioning the industry as an engine of

economic development

Professionalizing the industry Proving the long term and broader

economic impact of meetings

Associations – What are the critical priorities for meetings

industry associations at a national, regional and global level?

Position the industry as a key

enabler of the knowledge economy Drive up levels of quality and

professionalism across the industry

Scan future trends and developments Evolve from ‘platforms for information’

to ‘platforms for interaction’

The most successful meetings industry associations over the next

decade will be those that are highly effective in driving member

adoption of long term thinking, encouraging innovation and

introducing new business models

402 respondents 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Strongly Agree

Agree Slightly Agree

Slightly Disagree

Disagree Strongly Disagree

Meetings Industry Scenarios

Management Focus

Pockets of

Hope

Opportunity

Fulfilled

Treadmill Comfort in

Chaos

Slow and

Incremental

Change Appetite

Long Term Strategic Development

Rapid and

Transformational

Short Term Operational Delivery

1. Evolving a Distinctive

Industry Persona

2. Establishing Universal

Economic Impact Models

3. Proving Relevance and Value

4. Thinking and Acting Strategically

5. Nurturing Agility and Flexibility

6. Personalizing and Deepening the

Learning Experience

7. Experimenting with Business

Models and Revenue Streams

8. Adopting Value Chain Thinking

9. Acquiring, Retaining and Developing

Talent and Embracing Diversity

10. Developing Tomorrow’s

Leaders and Managers

About Fast Future

Fast Future –

Core Services

• Live Events - Speeches, briefings and workshops for executive management and boards of governments, investment funds, development agencies , companies, airlines, airports, hotels, venues, CVB’s and associations

• Future Insights - Customised research on emerging trends, future scenarios, technologies and new markets

• Immersion - ‘Deep dives’ on future trends, market developments, emerging issues and technology advances

• Strategy - Development of strategies and business plans

• Innovation - Creation of business models and innovation plans

• Engagement - Consultancy and workshop facilitation

Fast Future • Research, consulting, speaking, leadership

• 5-20 year horizon - focus on ideas, developments, people, trends and forces shaping the future

• Clients

– Industry Associations – ICCA, ASAE, PCMA, MPI

– Corporates - GE, Nokia, Pepsi, IBM, Intel, Samsung, GSK, SAP, Orange, O2, E&Y, KPMG, Amadeus, Sabre, Travelport, Travelex, ING, Santander, Barclays, Citibank, DeutscheBank

– Governments - Dubai, Finland, Nigeria, Singapore, UK, US

– Convention Bureaus – Seoul, Sydney, London, San Francisco, Toronto, Abu Dhabi, Durban, Athens, Slovenia, Copenhagen

– Convention Centres – Melbourne,

Adelaide, Qatar, QEIICC

– Hotels - Accor Group, Preferred,

– Intercontinental

– Congrex, Kenes

– Aeroports de Paris / Schiphol Group

Hotels 2020 – Objectives

• Identify key drivers of change

for the globally branded hotel

sector over the next decade

• Examine the implications for:

Hotel strategy

Brand portfolio

Business models

Customer targeting

Innovation

• Global strategic foresight study to help the meetings industry prepare for

the decade ahead - Industry-wide sponsors

• Multiple outputs Nov 2009 – December 2011

• Current studies on future strategies for venues and destinations

Convention 2020

Rohit Talwar • Global futurist and founder of Fast Future Research.

• Award winning speaker on future insights and strategic

innovation – addressing leadership audiences in 40 countries on

5 continents

• Author of Designing Your Future – Published 08/2008

• Profiled by UK’s Independent Newspaper as one of the Top 10

Global Future Thinkers

• Led futures research, scenario planning and strategic

consultancy projects for clients in telecommunications,

technology, pharmaceuticals, banking, travel and tourism,

environment, food and government sectors

• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De

Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,

ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,

OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,

Siemens, Symbian, Yell , numerous international associations

and governments agencies in the US, UK, Finland, Dubai,

Nigeria, Saudi Arabia and Singapore.

• To receive Fast Future’s newsletters please email

rohit@fastfuture.com

• 50 key trends

• 100 emerging trends

• 10 major patterns of change

• Key challenges and choices for

leaders

• Strategic decision making framework

• Scenarios for 2012

• Key futures tools and techniques

• Published August 2008

• Price £49.95 / €54.95/ $69.95

• Email invoice request to

rohit@fastfuture.com

Designing Your Future

Key Trends, Challenges and Choices

Our Services Bespoke research; Identification &

Analysis of Future Trends, Drivers &

Shocks

Accelerated Scenario

Planning, Timelining &

Future Mapping

Identification of

Opportunities for

Innovation and Strategic

Investment Strategy Creation &

Development of

Implementation

Roadmaps

Design & Facilitation of

Innovation, Incubation

& Venturing

Programmes

Expert Consultations &

Futures Think Tanks

Personal Futuring for

Leaders and Leadership

Teams

Public Speaking, In-

Company Briefings,

Seminars and

Workshops

Example Projects • Public and private client research e.g. :

– Convention 2020 – the Future of Business Events

– Future Convention Cities Initiative – Maximising Long-term Economic Impact of Events

– One Step Beyond – Future trends and challenges for the events industry

– Hotels 2020: Beyond Segmentation – Future Hotel Strategies

– The Future of Travel and Tourism in the Middle East – a Vision to 2020

– Future of Travel and Tourism Investment in Saudi Arabia

– Aviation and Airports e.g. Aviation 2030

– Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030

– Scenarios for the global economy for 2030 and the implications for migration

– Designing Your Future (Published August 2008) – book written for the American Society of Association Executives & The Center for Association Leadership

– Global Economies – e.g. The Future of China – the Path to 2020

– The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers

– Winning in India and China

• Strategic advice to industry players

• Confidential advisory and coaching services to CEOs and top teams

• Public speaking at public conferences and in-company events

• Future thinking workshops and retreats

Future Convention Cities Initiative • Cities that want to be at the leading edge of delivering business events

• Focus on maximising long term economic benefit of events

• Research, sharing of expertise and best practices

• Meet four time a year

• Initiated and co-ordinated by Fast Future

Image Sources

Image Sources p.1

Page :

6. From Left to Right Clockwise:

http://troyounce.blogspot.co.uk/2010/10/ben-bernanke-warns-of-looming-economic.html

http://aitechnologies.net/images/globe.jpg

http://employeesworld.com/wp-content/uploads/2011/08/happy_employees3.jpg

http://www.bloggersforhire.com/blog/2011/07/26/does-hiring-a-blogger-help-my-blogging-roi/

7. Inside out: Clockwise:

http://img.timeinc.net/time/magazine/archive/covers/2009/1101091207_400.jpg

http://yogizendude.com/wp-content/uploads/2009/05/vertical_farm.jpg

http://blog.engglib2.upd.edu.ph/wp-content/uploads/2009/03/newsweek4.jpg

http://batonrouge.myhomecareblog.com/files/2011/07/active_seniors4.jpg

http://www.energyrefuge.com/blog/wp-content/uploads/solar_power.jpg

http://www.imperial-consultants.co.uk/files/biopharmaceuticals.jpg

http://www.nanotechnologyinvesting.us/images/nanotechnology-480.jpg

http://cdn.lightgalleries.net/4bd5ec0d18599/images/Cocoon_05-2.jpg

http://2.images.theweek.com/img/dir_0075/37604_article_main/researchers-have-found-that-transcranial-direct-current-

stimulation-can-more-than-double-the-rate.jpg?83

8.Clockwise:

http://freenj.blogspot.co.uk/2011/08/problem-for-democrats-is-that-policies.html

http://www.dawesav.com/home/video-conferencing/20697

http://www.referenceforbusiness.com/encyclopedia/Bre-Cap/Business-Cycles.html#b

http://siamnews.biz/news/12602-internet-usage-in-asia-more-than-750-million-users

Image Sources p. 2

9.From Left to Right:

http://www.kleinfelderinsurance.com/img/commercial_insurance.jpg

http://www.original-press-releases.com/2011/12/story-article-now-offering-free-article.html

http://www.kgwings.com/hawkeye/hawkeye05.jpg

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11. http://www.crandsustainability.telefonica.com/en/transparency_dialogue/skateholders.php

12. http://nextlogics.files.wordpress.com/2008/07/economic-inequality8.jpg

13. Left, Right, Bottom:

http://rt.com/business/news/shine-comes-off-sports-sponsorship-as-economic-downturn-bites/

http://smallbiztrends.com/2010/10/7-ways-keep-sales-rolling-in-small-business.

http://blog.premiumusb.com/2009/12/115-premium-price-guarantee/

14. Clockwise:

http://3riversepiscopal.blogspot.co.uk/2012/01/orland-episcopal-church-to-close-feb-12.html

http://irishherault.files.wordpress.com/2009/05/decimal-clock.jpg?w=350&h=262

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15. http://tribune.com.pk/story/347422/revenue-collection-less-than-half-the-target-achieved/

17. Left, Right, Bottom:

http://leavinglaw.wordpress.com/2010/10/20/return-on-investment-part-2-does-your-work-pay-off/

http://androgeek.com/manage-social-network-google-android/

http://filetraffic.eu/s/interactive%20learning%20experience

Image Sources p.3

18. Clockwise:

http://blog.matternow.com/2010/08/31/the-decade-in-online-engagement-in-less-than-60-seconds/

http://thomsinger.blogspot.co.uk/2012/04/ted-ization-of-meetings.html

http://andreanadrencheva.com/

http://allvirtual.me/category/virtual-events-2/

19. Clockwise:

http://www.lowbudgetprosper.com/tag/cost-reduction-strategy/

http://womenonthefence.com/2012/03/02/the-rat-wheel-and-7-signs-that-youre-caught-in-it-baby/

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http://giveitsomesparkle.wordpress.com/2011/07/11/talk-to-me-getting-customer-interaction-learning-pool-style/

20. Clockwise:

http://qorish.blogspot.co.uk/2010/11/different-ways-to-understand.html

http://a5.sphotos.ak.fbcdn.net/hphotos-ak-snc6/188883_194059180634881_159040140803452_477934_3183211_n.jpg

http://www.school-portal.co.uk/GroupHomepage.asp?GroupId=1003001

http://www.instinctivemedia.com/speakers.html

21. Left, Right, Bottom:

http://www.avanderw.co.za/potential-fields-multiple-agents-multiple-goals/

http://blog.aveventsolutions.com/blog/news-and-tips/virtual-or-in-person-meeting-what-makes-sense-when

http://msp.nutickets.com/brandbuilding

22. Clockwise:

http://mastersincommunication.org/wp-content/uploads/communication-skills.jpg

http://successfulworkplace.com/category/the-7-deadly-sins/

http://www.mergersolutions.com/merger_flash_link.jpg

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Image Sources p.4

23. Clockwise:

http://www.enterprisebuilder.us/images/img1E.jpg

http://knowledgecats.org/images/template/MindMeld_Logo.png

http://network.aasrc.org/

http://www.cgvector.com/vector_banner_000153/

24. Top, Bottom left, Bottom right:

http://www.truste.com/blog/2012/03/02/mobile-app-privacy-policies-are-now-the-law/

http://www.broadband-expert.co.uk/blog/broadband-news/free-wifi-can-make-or-break-bookings/7716139

http://www.rgbnetworks.com/blog/wp-content/themes/bluemod/img/Mobile-Video2.jpg

25. Clockwise:

http://kloudsocial.com/what-is-it.php

http://www.e-marketingassociates.com/blog/social-media-reminds-us-again-think-before-you-tweet/twitter-feedback/

http://www.ciotekeventsandpr.com/community.html

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28. Clockwise:

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http://actioncoachmalcolmupton.com/defining-good-service/

http://www.efficient.ws/technopole-innovia-with-leigh-weigh-structure-and-high-efficiency/2010/08/31/

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Image Sources p.5

29. Clockwise:

http://www.exinteriordesign.com/flexible-spaces-arquitectura-renovated-bringing-more-life-into-an-old-building/

http://www.caroleparkerballoons.co.uk/

http://ucspro.com/

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30. From Left to Right:

http://www.imabgroup.net/posts/2012/february/what-integrated-marketing-eric-overman.html

http://www.homeeddirectory.com/support_group

http://www.localwin.com/julie/business-assistance/

31. Clockwise:

http://magictorch.com/?p=123

http://www.mirlabs.org/innovation.php

http://www.ab.ust.hk/hseo/sftywise/200803/page4.htm

http://robonwriting.com/2012/03/27/does-talent-exist/

32. Clockwise:

http://www.jigsaw-training.co.uk/jigsaw-training-customer-service-qualifications-curriculum-framework-levels-2-3.html

http://quality-on.blogspot.co.uk/2011/02/continuous-improvement-is-ongoing.html

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33. Clockwise:

http://tularecountyaudubon.org/go_birding.html

http://www.piperreport.com/archives/Images/Medicare%20PFFS%20Plans.jpg

http://sadiyazaheer.wordpress.com/2012/02/08/pakistanis-are-so-unprofessional-when-compared-with-british-people-2/

http://www.international.gc.ca/education/reports-rapports.aspx?lang=eng&view=d

Image Sources p.6

34. Clockwise:

http://collections.europarchive.org/tna/20100509080731/library.nhs.uk/knowledgemanagement/

http://effecta.com.au/services/accounting/

http://getentrepreneurial.com/archives/preferences-for-interaction/

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35. http://www.dailygalaxy.com/my_weblog/innovation/

37. http://artofourmind.files.wordpress.com/2008/12/personalities1.jpg

38. http://www.prlog.org/11339344-economic-impact-analysis-concludes-sctac-industries-contribute-14-billion-to-local-state-

economy.html

39. http://www.strategicva.com/images/ice_b_iceerg.jpg

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