Business Event Industry Trends in the U.S. and Europe

Both U.S. and European event planners are concerned about the cost of meetings and incentive travel. And major factors contributing to this include increased costs associated with air travel and hotels.

This, according to the EIBTM 2007 Industry Trends and Market Share Report, which was released on November 27, 2007, during the EIBTM show in Barcelona. It explores supply and demand of business events, and provides some perspectives of current and possible future trends in the industry.

On the other hand, the report also recognizes that the industry is maturing, and international destinations options are giving planners potential new locations and facilities for consideration.

Rob Davidson, EIBTM industry analyst and senior lecturer in business travel and tourism for the University of Westminster in London, identified several industry trends by analyzing industry data from the previous 12 months, including information from MPI, Convention Industry Council, PCMA, American Express Business Travel and others. This information provides a perspective of domestic U.S. and international event planning.

Five Event Industry Trends in North America

1. It’s a supplier’s market in the U.S.
   
   Continued increased demand for air travel, hotel accommodation and transportation increases competition for a limited number of properties. This results in increased challenges on event and meeting planners as they work to manage budgets.
   
   
2. U.S. hotels have stronger negotiating leverage.
   
   According to American Express Business Travel, rising occupancy, limited supply-side Although occupancy didn’t grow in 2006, hotels and resorts have been steadily increasing rates since 2005 and the trend will continue, although increases are expected to moderate.
   
   
3. U.S. planners may look to convention centers to control costs.
   
   Generally speaking, every major municipality throughout the U.S. has either built, expanded or enhanced their facilities during the last decade. This has created a level of competition among suppliers that event planners should consider when determining their meeting destinations.
   
   
4. U.S. event planners are facing tougher budgeting challenges. According to MPI data, 46% of meeting planners expected an increase in the number of meetings during 2007, but 52% didn’t expect an increase in budget.
   
   
5. Incentive travel expected to grow within U.S.
   
   According to the Incentive Federation, $46.1 billion was spent on merchandise and travel in 2006, and half of large companies indicated continued growth in this area. In fact, the average budget was $164,000 and the number of trips held annually was 3.6 with 157 attendees.

Five Event Industry Trends in Europe

1. In general, it’s a supplier’s market in Europe.
   
   Similar to the situation in the U.S., higher occupancy rates and limited growth in supply are leading to hotel increases. In fact, American Express Business Travel identifies that European hotel rates in 2007 were expected to increase on average of 3 to 6% in upper-range hotels. In addition, published air fares were expected to increase moderate increases as well, from 1 to 3%, depending on destination and fare class.
   
   
2. Europe may be a buyer’s market for convention services.
   
   Although the cost of hotels are increasing, the convention centers have become more flexible to work with planners. Two interesting trends have been noticed. The first is an increased number of convention center options vying for a limited number of programs. The second is something that may be driven by savvier negotiation: some clients are delaying the contracting period as long as possible.
   
   
3. Local or regional governments are increasing subsidies for convention business.
   
   With the increased competition for convention business and the desire to bring association and other international meetings, some local governments are potentially agreeing to bring convention center business under the real price. This allows revenue to be directed to various venues within cities. In fact, some have identified this practice happening in new European Union countries as well.
   
   
4. 10 European cities top the list of international association events.
   
   Based on research by the Union of International Associations, 8,871 international meetings were held in 2006. Of those, 10 European cities were among the top 12 cities most frequently selected: Paris, Vienna, Brussels, Geneva, Helsinki, Barcelona, London and Amsterdam.
   
   
5. Eight European countries top the list of international association events.
   
   With 894 meetings in 2006, the U.S. ranks as the #1 city for international meetings for a total of 10.08% of all meetings. But Europe remains the most popular destination for international programs with 36.1% held there: France (894 meetings), Germany (434 meetings), Netherlands (391 meetings), Austria (382 meetings), Spain (362 meetings), UK (350 meetings), Finland (325 meetings) and Italy (324 meetings).