Imex America - Las Vegas October 9 th – 11 th 2012 Rohit Talwar CEO - Fast Future Research

1. Imex America - Las Vegas October 9th – 11th 2012 Rohit Talwar CEO - Fast Future Research www.fastfuture.com rohit@fastfuture.com Twitter @fastfuture

2. 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.

3. Which region are you based in?

4. What's your country of residence?

5. What key developments have had the greatest impact in shaping the meetings industry globally over the last decade? 65% 52% Global Financial Crisis (GFC) and economic uncertainty 2007-12 The internet – changing buyer-supplier relationships 51% 51% The internet – transforming pre- and post-event engagement Rising delegate expectations – use of time, quality, content, ROI

6. The World in 2022

7. What external trends and developments could have the greatest impact on the sector globally over the next decade? 71% 49% Global economic uncertainty / instability Improved quality and cost of technology alternatives to live meetings 47% 46% Growing Asian political / economic influence Shorter / faster business cycles

8. ‘Future Proofed’ Organisations Work on 3 Horizons in Parallel 1-3 Years Drive for Growth 1-12 Months Operational Excellence 4-10+ Years Creating the Future

9. To reduce vulnerability to economic cycles, the industry must demonstrate tangible return on investment for event owners, delegates, sponsors, exhibitors and other key stakeholders 91% 670 respondents

10. 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 78% 533 respondents

11. Event Revenues – What key revenue generation tactics will be used by associations and commercial event owners? 45% 45% Learning from sectors like sport  on attracting sponsors and exhibitors The event as a year round revenue generation platform 44% Premium pricing options within an even

12. Cost Control – What key tactics will event owners adopt to reduce financial risks? 49% 64% Running shorter events Closing unprofitable meetings 35% 48% Co-location of events to share cost Risk and reward sharing

13. The Future Event Experience – Key Priorities of Survey Respondents 76% ROI 59% Personalisation 51% Interactive Learning Future Delegate Expectations 48% Pre/Post-Engagement 61% Cost Reduction 48% 15-20 Min ‘TED’ Talks Event Design Priorities Desired Future Innovations 54% Quality & Novelty 41% Delegate Led Content 43% Shorter Lead Times Design of the Learning Experience 59% Build Delegate Insight 55% Deepen Dialogue 52% Tailored Speeches

14. Corporate Events – What will the key drivers be in the design of corporate events over the next decade? 56% 55% Multiple goals e.g. motivation, education, external relationship building and PR Experimentation with new formats to accelerate learning, creativity and change 47% Use of events to build brand identity and develop ‘sticky’ customer and partner relationships

15. Association Events – What will the key drivers be in the design of association events over the next decade? 51% 43% 50% Event as a platform to bring new ideas to members 49% Experimentation with new pricing models Personalisation of the delegate experience Merger of events

16. Knowledge Management – What key tactics will be adopted to maximise the value of knowledge exchange through events? 49% 55% Detailed briefing of speakers Knowledge portals to capture generated content 48% 48% Use of events to create new knowledge networks Use of events to connect online and offline knowledge communities

17. Technology - Which technology developments do you expect to have the biggest impact on live events over the next decade? 71% Mobile apps to connect, interact and share knowledge 65% 56% Free Wi-Fi Streaming video to remote audiences

18. Social Media – What are the key ways you expect social media to be used in business events over the next decade? 63% 60% Pre-event targeting, marketing, communication Provide instant delegate feedback on sessions 55% 55% Use of social review sites to raise the event profile and attract delegates Encourage community engagement before, during and after the event

19. In a decade, the most important roles for live events will be the event designer, learning architect and digital strategist 57% 404 respondents

20. Venues – What are the critical development priorities for meeting venues over the next decade? 55% 42% 55% Stay up to date with new and emerging technologies Identify new markets e.g. emerging industry sectors, professions and associations Develop flexible service offerings 52% Increase the flexibility of meeting spaces

21. Hotels – Over the next decade, what are the critical priorities for hotels serving the meetings sector? 61% 46% 51% Increasing the flexibility of meeting spaces and public areas Ensuring block room booking prices are competitive Developing new business models 49% Offer competitive technology solutions

22. CVBs – What are the key priorities for convention bureaus over the next decade? 55% 52% 52% Increase the quality and range of support offered to event owners and meeting planners Adopt a multi-channel approach to promoting the destination Create tools and services to assist delegates when visiting the destination

23. Event Agencies – Over the next decade, what are the key priorities for the agencies involved in different aspects of event delivery? 57% 52% Provide strong proof of return on investment Launch innovative new products and services 51% 49% Develop and retain top talent Aligning with the client’s longer term strategy

24. What are the key priorities for those providing professional support to the industry over the next decade? 61% 52% Introduce challenging ideas and approaches Help the industry enhance its entire ‘value chain’ 48% 46% Help the industry find strategic solutions Help professionalize capability and practice

25. 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? 54% 53% Increase the level and quality of strategic thinking and long term planning Positioning the industry as an engine of economic development 52% 48% Proving the long term and broader economic impact of meetings Professionalizing the industry

26. Associations – What are the critical priorities for meetings industry associations at a national, regional and global level? 57% 52% Position the industry as a key enabler of the knowledge economy Drive up levels of quality and professionalism across the industry 47% 44% Scan future trends and developments Evolve from ‘platforms for information’ to ‘platforms for interaction’

27. 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  79% 402 respondents

28. Meetings Industry Scenarios Long Term Strategic Development Pockets of Hope Opportunity Fulfilled Slow and Incremental Rapid and Transformational Change Appetite Comfort in Chaos Treadmill Short Term Operational Delivery Management Focus

29. 1. Evolving a Distinctive Industry Persona

30. 2. Establishing Universal Economic Impact Models

31. 3. Proving Relevance and Value

32. 4. Thinking and Acting Strategically

33. 5. Nurturing Agility and Flexibility

34. 6. Personalizing and Deepening the Learning Experience

35. 7. Experimenting with Business Models and Revenue Streams

36. 8. Adopting Value Chain Thinking

37. 9. Acquiring, Retaining and Developing Talent and Embracing Diversity

38. 10. Developing Tomorrow’s Leaders and Managers