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February 24, 2014

Active Network Business Solutions Partners with Lanyon for Event Technology

Big news from the event technology field: On Friday, event marketing and Strategic Meetings Management (SMM) technology company Active Network Business Solutions and hotel technology company Lanyon announced that they had joined forces. 

The combined company, which will operate under the name Lanyon, will offer a suite of event technology solutions to meeting planners, travel planners, buyers and event marketing teams, as well as hotels and meeting suppliers. Significantly for corporate travel buyers, the new company will provide solutions for managing the cost of events, including hotel spend, as well as integrated data and analytics.

Anthony Miller (pictured), former vice president of strategy and business development at Active Network (who has assumed the role of senior vice president of strategy and product management at the new Lanyon) told International Meetings Review that the company’s customers had expressed a need for transparency in data as associations look to be more efficient. “They’re all trying to see how much they’re spending [on meetings and events], and what they’re getting in return,” he said. 

Across the industry, Miller said, corporate travel buyers seek two “holy grails”:  Transparency and efficiency in spending, and then a clear return on investment. “The second is hard to achieve,” he acknowledged. “What is the ROI from an event?” 

The new product, he continued, will provide a “holistic” view of both transient spending and group spending across all venues. “Travel buyers were looking for total cost of attending events and traveling,” Miller said. “These are the key metrics by which they could benchmark themselves.” 

In addition to the data and analytics tools, the Lanyon marketplace provides hospitality and venue suppliers with access to thousands of corporate customers and associations that are searching for new properties and venues. This marketplace improves the bottom line for suppliers while driving top-line growth for their businesses.

“Companies are looking for a holistic view of the entire meetings and hotel program spend, as well as marketing and engagement analytics to support sales and revenue growth,” said Lanyon’s president and chief revenue officer JR Sherman in a statement. With the new suite, he continued, hotels and meeting venues will be able to “access a broader audience of planners and buyers, from the smallest businesses to the largest enterprises across multiple verticals.”

Customers, Miller continued, should be able to mandate a single technology across their entire organization in order to guarantee availability of information in different departments, even if different people use different elements of the technology. “It’s all about having one tool to train teams on, one solution for data, one tech you go to to run transient hotel RFPs and sourcing for meetings and events programs,” he said. “This solution delivers both types of sales opportunities.”  

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