2. Trends in the Meetings Industry
Robin Lokerman,
CEO Institutional Division
President MCI Asia Pacific & Americas

3. Robin Lokerman
 Member of the MCI EXEC
- CEO of the Institutional Division
- President Asia Pacific & Americas
 20 years experience in the Meetings industry
 Founded GIC Management (‘91) and merged into MCI in
2003.
 MBA from Boston University Brussels (‘90)
 Industry Leadership:
ESAE Executive Director
ASAE Past Chair Center for Association Leadership
MPI Foundation past Board of Trustee Member
 Frequent contributor: Association Management, M&A,
CSR, Green Meetings, Trends (just “google” me)
 Moved to Singapore in July 2007 to drive MCI growth
outside of Europe
3

4. The Meetings Industry
Human Marketing &
Development Communications
Hospitality Industry

5. G
Lobal Mega Trends
impacting the
Meetings Industry

6. Global Megatrends
 Global Recession
- Value of meetings
- Training / Travel budgets down
- Strategic Meetings Management Programs

7. Meetings Deliver
7

8. Measuring – Determining Value
ROI
Business Impact
Application
Learning
Satisfaction &
Planned Actions
Quelle: European Event Institute

9. Everyone uses Meetings & Events
9

10. Global Megatrends
 Global Recession
 Globalization
- Glo Recal isations
• Global Strategy
• Regional Planning
• Local Execution

11. Shift to the East
EMEA
Asia
Pacific
Americas
8

12. Global Megatrends
 Global Recession
 Globalization
 Growth of Middle Class
- BRIC countries
- Pharmerging Markets

13. Key Growth Markets
China
M.E.
India
L.A. ASEAN
Brasil
Mature: US & Europe, Japan/Korea &
Australia
Limited involvement: Russia & Africa
8

14. Global Megatrends
 Global Recession
 Globalization
 Growth of Middle Class
 Global Skills Shortage

15. Global Skills Shortage
2/3 CEOs underline they are facing shortage of skilled labour
See the need to work with education systems
PWC14th Annual Global CEO Survey
72% of CEOs state that
EDUCATION is the most
critical factor to ensure
future success of their
business
United Nations Global Compact CEO Survey 2010

16. Global Skills Shortage

17. Global Megatrends
 Global Recession
 Globalization
 Growth of Middle Class
 Global Skills Shortage
 Changing Regulatory Environment

18. 18

19. VISAs
19

20. Global Megatrends
 Global Recession
 Globalization
 Growth of Middle Class
 Global Skills Shortage
 Changing Regulatory Environment
 Climate Change
- CSR & Triple Bottom Line / GRI
- Sustainable Operations / Meetings

21. Global Distribution of GRI
1200
Reporters
1000
800
World
600
USA
Europe
400
200
0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

22. What is the business case for sustainability
Increase Revenue Cost Savings
New revenues from growing green Operational Efficiencies
demand
Our Obligation
& Responsibility
Brand Staff Motivation
Reputation Better place to work
Competitive Differentiation
PR Exposure
Industry Leadership

23. Global Megatrends
 Global Recession
 Globalization
 Growth of Middle Class
 Global Skills Shortage
 Changing Regulatory Environment
 Climate Change
 Content is King

24. Maximising event Content & ROI
Live Congress
Revenue
E-Learning
Knowledge repository
Capture
Content re-viewing
Time

25. The Future of Meetings & Events: Content
25

26. Leveraging Content - Dissemination Value
Full Online Programmes
Blended Learning
Hybrid Programmes
Online Testing
Credit tracking:
Medical Virtual Highlights
societies
Best-of Hybrid
Meeting
Certification
Programmes
Adapt: Sub-specialties
Related sector,
Related specialty
New market

27. Multiplex 100% interactif
Main site
Video live PPT live
Internet
Remote Remote
site site

28. Conclusion
1. In an interconnected world, Face2Face
communications are becoming
increasingly important.
2. Pressure of compliance, cost reduction
and sustainability are forcing change.
3. Staging and re-use of Meetings Content
is the future.
28

29. Table Discussion
 How do any of these trends impact
your organisation?
 10 min discussion
 10 min sharing

30. Global Megatrends
 Global Recession
 Globalization
 Growth of Middle Class
 Global Skills Shortage
 Changing Regulatory Environment
 Climate Change
 Content is King