GDP survey optimistic that face-to-face meetings will resume this year
- MICE News
- Tuesday, 02 February 2021
A global survey of the meetings and events industry by Global DMC Partners (GDP) found a clear shift towards hope for face-to-face meetings to resume in the latter part of 2021, with most planners (53 per cent) now predicting that their in-person meetings and events will resume sometime inQ3 & Q4 2021.
The survey conducted 03-29 December 2020 found general health and well-being of planners and their family is the top concern now, as opposed to fear/uncertainty, travel and government restrictions and job security in a previous survey in Q3 2020.
In the latest survey, 92 per cent believe a vaccine is the most important factor in bringing back face-to-face events, an increase of 10 per cent from Q3 2020.
“We know that the pandemic is still going to play a big role in the way our industry operates throughout 2021 and even beyond,” said Catherine Chaulet, president and ceo GDP.
“According to a live audience poll that we conducted during our virtual 2021 trends and panel session, 53 per cent of the audience members are hoping for a more balanced pace of post-pandemic work/life as compared to 47 per cent who miss their ‘old life’ and wish for work/life to go back to the way it was before the pandemic. Based on this sentiment being almost half and half, it will be interesting to see if our industry quickly goes back to a fast-paced, nonstop travel lifestyle or how things may become more balanced moving forward.”
More US companies are allowing their employees to travel than non-US companies (35 vs. 28 per cent) and this has increased as compared to Q3 responses. Non-USA companies became slightly more conservative regarding allowing their employees to travel, with 44 per cent responding that travel is not allowed, compared to 40 per cent in Q3. The timeline for travel continues to pushback with most planners (59 per cent) reporting that they predict their companies will allow travel starting in Q2 or Q3 2021.
Return of face-to-face meetings
When asked about when companies and clients will start to host face-to-face live events, meetings, or incentives again, the industry was hopeful in Q3 of 2020 for face-to-face programs to resume in Q1/Q2 2021, but there is a clear shift towards the latter part of 2021 with most planners (53 per cent) now predicting that their in-person meetings and events will resume sometime in Q3 and Q4 2021.
While many are still unsure about their target attendee numbers, 46 per cent report that they would expect less than 250 attendees at their largest in-person event in 2021. The majority (57 per cent) are predicting average 2021 attendee numbers to decrease, with many respondents noting that attendees may not feel comfortable travelling or attending an event, along with the potential that programs will incorporate a hybrid/virtual component.
When asked about budgets for meetings, conferences, incentives and events, most respondents noted they were either decreasing or staying the same in 2021.
Virtual events in 2020 vs. 2021
The vast majority (78 per cent) of planners pivoted to virtual events in 2020, with the necessary trend increasing as the year progressed. The majority (54 per cent) are also shifting their in-person events to virtual in 2021. In Q2 2020, only 13 per cent reported they were taking their programs virtual in 2021, and in Q3, 30 per cent reported they were taking their programs virtual in 2021. Once more, the pivot to virtual not only increased throughout 2020, but is becoming more of a long-term solution as the pandemic wears on.
"That being said, according to a live audience poll during GDP virtual 2021 trends and panel discussion, 63 per cent of audience members reported that audience engagement was their top concern surrounding virtual events, followed by budget, and a sense of dissatisfaction with managing virtual events due to virtual not being their area of expertise nor their area of interest,” said Chaulet.
Incentives 2020 vs. 2021
With the overall sentiment that incentive trips are largely irreplaceable, many are still just postponed, however, as 2020 went on gifts and cash became increasingly popular as replacements for the incentive trip. Some 67 per cent of respondents did report that incentive trips are still taking place in 2021 or 2022.
“We’ve heard loud and clear from planners that they are eager to travel and get back to in-person events in 2021, but there are still many challenges to overcome. However, DMCs, hotels and other event suppliers are ready to support planners with their face-to-face events by helping them implement health and sanitation procedures that will ensure every attendee stays safe and healthy at the event,” said Chaulet. “For example, recently we are hearing more often that planners are looking into having Covid testing for attendees onsite at events. With their local connections and access, DMCs and hotels are going to be the best resources to help make this possible.”