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October 4, 2016

Stats and Trends: The Intersection of Marketing and Event Planning


A new GBTA Foundation study on event planning and marketing and the IACC's 2016 Trends in the Conference Venue Industry are the headlines to watch in this week's meetings and event industry statistics and research. 

GBTA: When Event Planning Meets Marketing

According to a new study on the GBTA blog, nearly one half (49 percent) of event planners report the marketing departments at their respective companies are always or often involved in the planning and execution of events. The report is from the GBTA Foundation, the education and research arm of the Global Business Travel Association (GBTA), in partnership with Cvent

More than half (53 percent) of event planners feel setting objectives to support overall business goals is the most important factor to consider when planning a meeting or event. At the same time, collaboration can help event planners with the design and content of a meeting or event, the GBTA said. 

The highest level of collaboration (59 percent) is around email communication. During the planning stages of the event, marketing teams and event planners frequently work together to determine the event’s theme (49 percent), logo (49 percent) and color scheme (37 percent). A majority continue to work together on-site with signage (54 percent), but collaboration drops off when it comes to post-event communications (41 percent) and the event debrief (33 percent), showing opportunities to continue collaboration to determine event success.

The study was based on 10 one-on-one, in-depth, phone interviews with individuals with large-scale event-planning responsibilities who reside and work in North America. In addition, a supplemental online survey of 157 travel buyers in North America who have some level of involvement in planning or overseeing meetings or events for their organization was fielded in February.


IACC’s 2016 Trends in the Conference Venue Industry

In trend news, industry growth of the last four years continues, according to IACC CEO Mark Cooper in the organization’s 2016 Trends in the Conference Venue Industry. The report, which focuses on mall meetings-focused venues, indicates that IACC members have improved revenue, occupancy, rate and profit over the previous year. Additionally, for the second year in a row, IACC’s corporate meeting venue operators posted significant strong performance. 

The Average Daily Rate (ADR) for Corporate Conference Venues rose 4.5 percent to $108.23. Occupancy grew 1.7 percent year over year, with university and college properties repotting a 7.5 percent increase in annual occupancy year on year. 

In terms of bookings, direct bookings vs. third party-initiated bookings were slightly higher at 86.5 percent vs. 83.3 percent reported last year. Aggregate conference business increased from 59.6 percent to 69.9 percent, with the meeting industry recovery displacing commercial transient business and other types of business taken to fill inventory during periods of lower conference demand the IACC said. Digital marketing and online marketing were the most productive sources of qualified leads for IACC venues. 

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