Every year, it’s the same thing. Prediction after prediction for the upcoming year’s meetings & conventions trends. And we’re guilty of making and sharing all of them. 🫣
While some trends understandably take some time to take hold in the industry, others are already coming to life this year. 📈
In our first DEep Dive webinar, streamed live on LinkedIn, our Founder, Mya Surrency, and VP of Marketing Strategy, Jaimie Hart, went through this year’s top predictions that your travel & tourism organization should actually prioritize.
Whether you missed it, want to watch it again or just need the CliffsNotes, here’s what you need to know to stay ahead.
Watch the On-Demand Session
1. Political Impacts
It’s undeniably top of mind. Changes in administration and policy are affecting meetings & conventions travel, but there’s uncertainty for planners and destinations alike about exactly how they’ll have an impact. While we’re far from knowing what the effect will be, especially at the federal level, that doesn’t mean you can’t be proactive.
What your destination can do:
- Maintain open communication with planners to anticipate cancellations or changes and how you can support them during this time.
- Understand the mix of your business, especially if you’re a big destination that may be affected by nonprofit, government or medical meetings, and be prepared to tell that story to your stakeholders.
- Shift resources: Consider alternate market segments, like SMERF, which may be a viable group option for your destination to fill during lower-demand shoulder seasons.
2. Budget Pressures & Increasing Costs
While not all planners may be canceling meetings, they could see a reduction in attendance in certain sectors or smaller budgets due to cuts (which we were already seeing in 2024). Even though not all planners are experiencing a decrease in budgets, another factor coming into play is the rising cost of everything else across the board. While you don’t have control over the pricing of your destination’s product, take advantage of how you know your destination better than anyone else.
What your destination can do:
- Have information about costs readily available for planners — from the average flight cost and the average cost for a gallon of coffee to any other cost-saving areas, like AV.
- Use incentives wisely to remain competitive but not as the sole attraction. They’re a good mid-funnel strategy.
- Educate planners on your destination’s shoulder season, offering more availability at better rates.
3. AI & Technology: Revolutionizing Meetings
Are you sick of this topic? Or can you not get enough of it? We’re talking artificial intelligence (AI). It’s started permeating workplaces, and it’s going to continue to play a growing role in meetings & conventions. AI is helping planners with everything from attendee matchmaking to agenda building to theme development.
What your destination can do:
- Experiment with AI chatbots regularly and in different ways to stay ahead.
- Utilize AI to analyze sales data and generate board reports.
- Find out what AI is saying about your destination. Ask questions from the perspective of a planner and make sure it’s giving you the right answers.
4. Continued Rise of Experiential Meetings
This isn’t a brand-new trend, but it’s really important for planners. Attendees no longer want to sit in traditional ballrooms all day — they crave immersive and engaging experiences. Destinations that offer unique, interactive meeting venues and curated local offerings will stand out.
What your destination can do:
- Promote non-traditional venues, such as museums, attractions and outdoor spaces, for meetings — not just receptions.
- Help meeting professionals understand what your destination has that’s different and how their attendees are able to experience the destination beyond the conference setting.
- Position your destination’s cultural authenticity and storytelling as a competitive advantage.
5. Is Sustainability Losing Momentum?
Hot take alert. 🔥 Sustainability has been a key focus for years, but Digital Edge predicts it’s going to be less important this year. That’s not a judgment on whether it should or shouldn’t be, and we’re not saying sustainability’s not important, but we predict it’s going to drop down the priority list with everything else going on in the industry.
What your destination can do:
- Focus on community initiatives that can help tell your destination’s sustainability story in a real way, going beyond reusable vs. single-use plastics.
- Differentiate by showcasing your destination’s heritage and how your vibrant community will continue to prosper for years to come.
- Show planners how your destination allows sustainability to be incorporated without extra cost. Sustainability efforts should be genuine and naturally embedded in the destination’s offerings and experience.
