This month, incentive travel planners, meeting and event hospitality industry professionals, gathered at The Breakers in Palm Beach for M&I Forums USA. Cvent CEO Reggie Aggarwal's keynote address focused on the Future of Meetings Technology and Strategic Meetings Management.
The fact that "change is a given" was highlighted. Rather than just watching it happen, the audience was encouraged to embrace change, "get on board and get ahead of the train" by adopting an intrapreneurial mindset.
Mega Technology Trends
Four mega technology trends that meeting and hospitality industry professionals can't afford to ignore were identified:
Consumerization of Enterprise Software
Users will no longer tolerate bulky software with a steep learning curve. The world's 1 billion smart phone users and 6.1 mobile phone users are demanding applications and software that are easy-to-use.
Cloud-based applications and software are providing accessibility, anywhere, anytime. The industry must leverage their use to be accessible to clients.
The Social Enterprise
With 1 billion people using social media networks, events (that are social by definition) must "go social" and integrate social media into marketing, registration and content delivery.
Strategic Meeting Management
Consolidation of meetings and events and centralization of processes. The resulting rise in procurement will mean that suppliers will have to become part of the process to have an opportunity to bid on business.
In response to these trends, MICE professionals will need to re-imagine everything they do. Participating in and driving the process will be fundamental to improving the way the industry does business. Attendees were also reminded that, while global brand recognition has been important, brand value as perceived and communicated by consumers will become even more important in the future.
The core message was that the pace of technological change will accelerate. The most effective buyers and suppliers will harness technology and use it to improve the event experience.
To learn more about Reggie Aggarwal's vision of the future, read Intrapreneurial Meeting Planner: Are You An IMP?