Emerging Industry Priorities,

Strategies and Business Models

Imex Las Vegas

October 12th 2011

Rohit Talwar

CEO – Fast Future

rohit@fastfuture.com

www.convention-2020.com

Contents

Presentation p 3

About Fast Future p 41

Image Sources p 51

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

the decade ahead - Industry-wide sponsors

• Outside-in focus

• Multiple outputs Nov 2009 – December 2011

Convention 2020

Growth is not Guaranteed…

Image source: Piper Report

The Market is Very Competitive...

…Thinking is Back in Fashion

Image source: Einstein.yu.edu

Demographic Destinies 2 billion more people in 40 years –

Demographics is Driving Economics

1998

448 691

729

5231

4157

739

1030

344

585

Source : United Nations 2010 2050

Generational Diversity

Lifespans are Increasing

Developed economy ‘under

50’s’ have 90% chance of

living to 100.

Aubrey de Grey suggests

we could live to 500 or 1000

What are the implications

for event design?

What kind of opportunities

will be created?

Image source: ted.com

Business Model / ROI Innovation

Free or Fantastic Image source: eholidayindia.com

What I Want – When I Want

Image sources L-R: blog.core-ed.net / neonpunch.com / geek.com

Barriers to Effectiveness

697 respondents (03/10) No. of Respondents

What do you consider are the biggest problems today that stop

conferences and exhibitions from being fully effective?

Factors influencing the decision

to attend in 2020 (03/10)

% of Respondents

Imagine your life in 2020, what are the factors that would encourage you

to attend live events such as conferences and exhibitions?

Less but Bigger? By 2020, compared to today, I expect there to be fewer but larger

conferences and exhibitions covering wide topics, industry

sectors, or "communities of interest" - with less choice of which events to

attend, but much more choice within the events themselves.

49% 1085 respondents Image source: Qatar National Convention Centre

More, Smaller and Specialized? By 2020, compared to today, I expect there to be a greater choice of many

more smaller, highly specialized conferences, exhibitions and meetings -

there will be much more competition from events wanting me to attend.

1090 respondents

79% Image source: imageshack.us

Event Design Priorities 2011

Increase

networking

opportunities

Extend use of

social media

around an event

Retain existing

sponsors and

exhibitors

Image sources: gadgetheat.com / lab.77agency.com / everyjoe.com

Demonstrate

event benefits to

potential

delegates

Association Event Priorities 2011

Differentiate

events in the

face of increased

competition

Identify benefits /

proof of value for

sponsors and

exhibitors

Image sources: expertaccess.cincom.com / michael.hightechproductmanagement.com

Stronger focus

on

personalization

and maximizing

individual

learning

Greater focus

on capturing

the knowledge

generated at

an event

Increased

emphasis on the

overall ‘meeting

architecture’ to

ensure delivery

against objectives

Event Management Strategies

2015

Image sources: gadgetheat.com / msnbcmedia2.msn.com / simonblog.com

Presentations

streamed live to

the web

Alternative Event Business

Models 2015

All sessions

available on a

pay per view

basis after the

event

Sponsorship

based on level of

interest or actual

business

generated Image sources: telepresenceoptions.com / addmetocart.com / skylinetradeshowtips.com

Event Agency Priorities 2011

Attract new

customers

Maintain the

existing customer

base

Maximize

delegate

satisfaction

Image sources: successpropublications.com / 1stwebdesigner.com / philipgraves.net

Event Agency Strategies 2015

Develop solutions

which help clients

capture and re-use

the knowledge

generated at events

Look more like

management

consultancies –

providing a range of

additional consulting

and research services

Focus on

developing a deep

understanding of

client business

strategies and

priorities

Image sources: images8.cpcache.com / sairamenterprise.com / technicalmanagementinstitute.com

Venue Priorities 2011

Provide free

broadband

wireless

access

Create lower

cost operating

models

More flexible

service offerings

to meet customer

demand

Image sources: trustedreviews.com / berlin-airport.de / freshminds.co.uk

Venue Strategies 2015

Offer full AV

package

Offer a full

meeting

planning service

to help attract

events

Full e-solution

to event

organisers

Image sources: telepresenceoptions.com / gmwda.gov.uk / bp.com

Venue Business Models 2015

Outsource

management to

third party

specialists

Grow leisure

and retail to

diversify

revenues

Create new

events alone

or with

partners

Image sources: businessweek.com / wcafamily.com

Destination Priorities 2011

Use web /social

media more to

promote the

destination

Find

differentiators in

the face of

intense

competition

Prioritise key

events,

industries and

associations to

target Image sources: lab.77agency.com / michael.hightechproductmanagement.com / 4.bp.blogspot.com

Destination Strategies 2015

Show ROI for

event

owners/delegates

Show longer

term contribution

to economic

development

More

extensive

data mining

Image sources: skylinetradeshowtips.com / dirtcheapgeo.com / backtothefuturetrading.com

Engaging Gen Y / Gen Z

CEED Slovenia

http://www.borev.net/imf.jpg

Serving Multiple Learning Styles

PCMA Learning Lounge

http://www.borev.net/imf.jpg

Collaborative Design - LIFT

http://www.borev.net/imf.jpg

Collaborative Events – Gastro

http://www.borev.net/imf.jpg

Participant Rich Design

SPINCon

Total Immersion

Food Service Network

http://www.borev.net/imf.jpg

Gamification - Cisco

Co-located Breakouts

Globe Forum – Silent Conference

http://www.borev.net/imf.jpg

Trade Show Innovation

• Routes / Network

• Health Industry

Distributors

• United Food

Processors

Reinventing Trade Shows Society of Automobile Engineers

Experience-Led Trade Show

Food Inspiration

http://www.borev.net/imf.jpg

Creating Experiences

Adelaide Convention Centre

http://www.borev.net/imf.jpg

Innotown – Simple and Slow

http://www.borev.net/imf.jpg

Rigorous Curation

/ Event Design

Convention 2020 - Conclusions

• Demand will hold up

• Innovation required in

formats, business models,

capability and technology

• Focus on ‘enabling business’

• Personalisation is key

• ‘Total sustainability’ agenda

Image sources: mrcheckout.net / topboxdesign.com

About Fast Future

Fast Future –

Travel and Meetings Industry

Services • Live Events - Speeches, briefings and workshops for executive

management and boards of hotels, airlines, airports, 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, Orange,

O2, Siemens, Samsung, GSK, SAPE&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

– PCO’s - Congrex, Kenes

– Airports - Aeroports de Paris / Schiphol Group

• Purpose - Global strategic foresight study to help the meetings industry

look at itself from the outside in and prepare for the decade ahead

• Outputs – Regular themed reports and surveys 09/2009 - 12/2011

• Partners - Sponsored by leaders across the industry

Convention 2020

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

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

• 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. :

– Development of Market Scenarios, emerging trends and strategies for key clients

– Government and OECD Scenario Projects – e.g. 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

– The Future of Human Resources

– Exploiting the Future Potential of Social Media in UK Small to Medium Enterprises

– 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

Example Clients

Image Sources

Image Sources p.1 Page

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2. http://www.reservations.gr/hotelimages/2081/25_conference-room.jpg

3.

http://www.bp.com/liveassets/bp_internet/aromatics_acetyls/aromatics_acetyls_english/STAGING/local_assets/images/Com

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