Rohit Talwar's presentation to Imex Las Vegas on the emerging priorities and strategies for the convention industry. Looking at future technologies, innovations and sharing the emerging findings from the latest Convention 2020 study.

1. 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

2. Contents
Presentation p3
About Fast Future p 41
Image Sources p 51

3. Convention 2020
• 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

4. Growth is not Guaranteed…
Image source: Piper Report

5. The Market is Very Competitive...

6. …Thinking is Back in Fashion
Image source: Einstein.yu.edu

7. Demographic Destinies
2 billion more people in 40 years –
Demographics is Driving Economics
448 739 691 5231
344
1998 4157
729 1030
585
2010 2050 Source : United Nations

8. 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

9. Business Model / ROI Innovation
Free or Fantastic
Image source: eholidayindia.com

10. What I Want – When I Want
Image sources L-R: blog.core-ed.net / neonpunch.com / geek.com

11. Barriers to Effectiveness
What do you consider are the biggest problems today that stop
conferences and exhibitions from being fully effective?
697 respondents (03/10) No. of Respondents

12. Factors influencing the decision
to attend in 2020 (03/10)
Imagine your life in 2020, what are the factors that would encourage you
to attend live events such as conferences and exhibitions?
% of Respondents

13. 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%
Image source: Qatar National Convention Centre 1085 respondents

14. 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.
79%
Image source: imageshack.us 1090 respondents

15. Event Design Priorities 2011
Extend use of Increase Retain existing
social media networking sponsors and
around an event opportunities exhibitors
Image sources: gadgetheat.com / lab.77agency.com / everyjoe.com

16. Association Event Priorities 2011
Demonstrate Differentiate Identify benefits /
event benefits to events in the proof of value for
potential face of increased sponsors and
delegates competition exhibitors
Image sources: expertaccess.cincom.com / michael.hightechproductmanagement.com

17. Event Management Strategies
2015
Greater focus Stronger focus Increased
on capturing on emphasis on the
the knowledge personalization overall ‘meeting
generated at and maximizing architecture’ to
an event individual ensure delivery
learning against objectives
Image sources: gadgetheat.com / msnbcmedia2.msn.com / simonblog.com

18. Alternative Event Business
Models 2015
Presentations All sessions Sponsorship
streamed live to available on a based on level of
the web pay per view interest or actual
basis after the business
event generated
Image sources: telepresenceoptions.com / addmetocart.com / skylinetradeshowtips.com

19. Event Agency Priorities 2011
Attract new Maintain the Maximize
customers existing customer delegate
base satisfaction
Image sources: successpropublications.com / 1stwebdesigner.com / philipgraves.net

20. Event Agency Strategies 2015
Develop solutions Look more like Focus on
which help clients management developing a deep
capture and re-use consultancies – understanding of
the knowledge providing a range of client business
generated at events additional consulting strategies and
and research services priorities
Image sources: images8.cpcache.com / sairamenterprise.com / technicalmanagementinstitute.com

21. Venue Priorities 2011
Provide free Create lower More flexible
broadband cost operating service offerings
wireless models to meet customer
access demand
Image sources: trustedreviews.com / berlin-airport.de / freshminds.co.uk

22. Venue Strategies 2015
Offer full AV Offer a full Full e-solution
package meeting to event
planning service organisers
to help attract
events
Image sources: telepresenceoptions.com / gmwda.gov.uk / bp.com

23. Venue Business Models 2015
Grow leisure Outsource Create new
and retail to management to events alone
diversify third party or with
revenues specialists partners
Image sources: businessweek.com / wcafamily.com

24. Destination Priorities 2011
Find Use web /social Prioritise key
differentiators in media more to events,
the face of promote the industries and
intense destination associations to
competition target
Image sources: lab.77agency.com / michael.hightechproductmanagement.com / 4.bp.blogspot.com

25. Destination Strategies 2015
Show ROI for Show longer More
event term contribution extensive
owners/delegates to economic data mining
development
Image sources: skylinetradeshowtips.com / dirtcheapgeo.com / backtothefuturetrading.com

26. Engaging Gen Y / Gen Z
CEED Slovenia
http://www.borev.net/imf.jpg

27. Serving Multiple Learning Styles
PCMA Learning Lounge
http://www.borev.net/imf.jpg

28. Collaborative Design - LIFT
http://www.borev.net/imf.jpg

29. Collaborative Events – Gastro
http://www.borev.net/imf.jpg

30. Participant Rich Design
SPINCon

31. Total Immersion
Food Service Network
http://www.borev.net/imf.jpg

32. Gamification - Cisco

33. Co-located Breakouts
Globe Forum – Silent Conference
http://www.borev.net/imf.jpg

34. Trade Show Innovation
• Routes / Network
• Health Industry
Distributors
• United Food
Processors

35. Reinventing Trade Shows
Society of Automobile Engineers

36. Experience-Led Trade Show
Food Inspiration
http://www.borev.net/imf.jpg

37. Creating Experiences
Adelaide Convention Centre
http://www.borev.net/imf.jpg

38. Innotown – Simple and Slow
http://www.borev.net/imf.jpg

39. Rigorous Curation
/ Event Design

40. 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

41. About Fast Future

42. 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

43. 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

44. Convention 2020
• 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

45. 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

46. 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

47. Designing Your Future
Key Trends, Challenges and Choices
• 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

48. Our Services
Bespoke research; Identification &
Analysis of Future Trends, Drivers &
Shocks
Public Speaking, In-
Company Briefings, Accelerated Scenario
Seminars and Planning, Timelining &
Workshops Future Mapping
Personal Futuring for
Leaders and Leadership Expert Consultations &
Teams Futures Think Tanks
Identification of
Design & Facilitation of Opportunities for
Innovation, Incubation Innovation and Strategic
& Venturing
Strategy Creation & Investment
Programmes
Development of
Implementation
Roadmaps

49. 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

50. Example Clients

51. Image Sources

52. Image Sources p.1
Page
4. http://www.piperreport.com/archives/Images/Medicare%20PFFS%20Plans.jpg
5. http://www.future-classics.org/torcon/images/thursday/thurs3_mtcc.jpg
6. http://www.einstein.yu.edu/iphs/images/think_tank.jpg
8. http://www.ted.com/index.php/talks/aubrey_de_grey_says_we_can_avoid_aging.html
9. http://www.eholidayindia.com/images/currency.jpg
10. Left to Right
1. http://blog.core-ed.net/derekarchives/NokiaFanPhone.jpg
2. http://www.neonpunch.com/wp-content/uploads/2009/03/iphone_apps.jpg
3. http://www.geek.com/wp-content/uploads/2010/08/Steve-Jobs-hologram-on-iPhone.jpg
13. http://miceplaces.com/fileadmin/html_newsletters/emea200903/Qatar-National-Convention-C.png
14. http://img125.imageshack.us/i/37922425e6c7b6607fcn5.jpg/
15. Left to Right
1. http://www.masternewmedia.org/images/social_network_id469214_size440.jpg
2. http://newlycorporate.com/wp-content/uploads/2008/11/conversations_silhouettes_id228513_size450.gif
3. http://everyjoe.com/work/using-brand-sponsorship-for-events/
16. Left to Right
1. http://expertaccess.cincom.com/wp-content/uploads/2009/09/success_ladder.jpg
2. http://michael.hightechproductmanagement.com/2006/03/got_competitive_differentiatio.html
3. http://nationwidecapitalgroupnews.com/wp-content/uploads/2010/07/Upward-Trend-Graph.jpg
17. Left to Right
1. http://www.simonblog.com/2010/02/01/iphone-os-3-2-may-support-video-call-conferencing-and-file-download/
2. http://gadgetheat.com/wp-content/uploads/2008/05/surf-chair.jpg
3. http://msnbcmedia2.msn.com/j/msnbc/Components/Photos/070112/070112_virtual_reality_hmed_8a.hmedium.jpg
18. Left to Right
1. http://www.blueskyuk.com/cm_images/New_Media_-_Web_Streaming_laptop.jpg
2. http://3.citynews-napolitoday.stgy.it/pictures/20100820/pay_per_view.gif
3. http://www.skylinetradeshowtips.com/what-is-an-acceptable-cost-per-lead/

53. Image Sources p.2
19. Left to Right
1. http://www.successpropublications.com/images/computr.jpg
2. http://www.1stwebdesigner.com/design/client-tactics-maintaining-existing-clients/
3. http://www.philipgraves.net/should-you-care-about-customer-satisfaction.html
20. Left to Right
1. http://images8.cpcache.com/product/religion+-+beliefs-recycling+symbol-
recycling+knowledge/414904558v3_225x225_Front.jpg
2. http://sairamenterprise.com/images/Management_consultancy.jpg
3. http://blog.technicalmanagementinstitute.com/active_listening/
21. Left to Right
1. http://www.trustedreviews.com/networking/news/2006/07/18/Sky-Hops-On-Free-Broadband-Revolution/p1
2. http://www.berlin-airport.de/images/Presse/Fluggesellschaften/SXFLowCost_pop.jpg
3. http://blogs.freshminds.co.uk/talent/?p=665
22. Left to Right
1. http://www.telepresenceoptions.com/images/teliris_interact_touchtable3.jpg
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
puter_data_180_144.jpg
23. Left to Right
1. http://www.wcafamily.com/meeting/wca2009/info/eng/images/guide/image021.jpg
2. http://images.businessweek.com/ss/06/01/big_outsourcers/image/intro.gif
3. http://www.fitnesstrain.me.uk/images/partners.png
24. Left to Right
1. http://lab.77agency.com/wp-content/uploads/social-networks_small.jpg
2. http://michael.hightechproductmanagement.com/2006/03/got_competitive_differentiatio.html
3. http://4.bp.blogspot.com/_9s8iqcCd0DY/RaTfsRYweqI/AAAAAAAAAKY/Uc6EoGot3P8/s400/juggle-400.jpg

54. Image Sources p.3
25. Left to Right
1. http://www.skylinetradeshowtips.com/what-is-an-acceptable-cost-per-lead/
2. http://www.dirtcheapgeo.com/Quarterly_Savings.htm
3. http://www.worldofstock.com/slides/SMB1094.jpg
26. http://www.ceedslovenia.org/web/SystemPhotos/Regional%20Conference%202011/Header%20web.jpg
27. http://jeffhurtblog.com/2011/02/10/why-pcma-learning-lounge-worked/
28. http://www.liftconference.com/files/images/lift10_poster_300px.jpg
29. http://www.gastro2009.org/impressions/ind_exh/index.php?navId=277
30. http://attendesource.com/accounts/register123/metroconnection/spin/events/spincon2011/header-3.jpg
31. http://www.foodservicenetwork.nl/
32. http://www.juxtinteractive.com/_media/images/hunt_lg_01.jpg
33. http://www.sustainablecitiesnet.com/wp-content/uploads/2009/12/CityChallenge_GlobeForum-600x263.png
35. http://intrepidcs.com/themes/ICS/images/misc/ICSchina_2011.jpg
36. Left to Right
1. http://cdn.blisstree.com/files/2009/10/Chef-Zuma-Press-Michelle-sm.jpg
2. http://www.thechefalliance.com/userfiles/image/Chef/chef%202%20chefs%20prepping%20veggies.jpg
37. Left to Right
1.
http://ourlifeinoz.files.wordpress.com/2011/02/685375_thumbnail_280_sa_s_frist_state_wine_festival_2011_cellar_door_win
e_festival_adelaide-v1.jpg
2. http://www.adelaidecc.com.au/files/5366-800x533.jpg
39. http://www.traveltechnology.com/wp-content/uploads/2011/03/Airport-of-Tomorrow.png
40. Top to Bottom
1. http://www.mrcheckout.net/tradeshow454.jpg
2. http://www.topboxdesign.com/wp-content/uploads/2009/08/Melbourne-Convention-Centre-by-NHArchitecture-in-Australia-
interior-design-588x440.jpg