While meeting venues claim to be ‘considering’ implementing artificial intelligence (AI) in planning practices, the uptake remains slow, according to the 2024 Meeting Room of the Future Report.
With the aim of forecasting event industry trends, the recently published report from IACC – an international association for meeting venues - combined research and insights from 170 international meeting venue operators, covering a range of topics from the adoption of AI to the requirements of Gen Z and shifts in food and beverage preferences.
Of the 170 venues polled, just 27 per cent had integrated AI for marketing, 21 per cent use it for data analysis and 15 per cent use it for guest services and food ordering. When asked whether AI is used for food waste management, 57 percent said no, but 37 per cent are considering its implementation.
When it comes to internet access, three per cent of venues still charge meeting delegates to access Wi-Fi, while 10 per cent are putting the cost on the planner. However, 84 per cent of venues said they are anticipating an investment in internet and broadband in the next 12 months.
Assessing the percentage of venues that ‘encourage connections with the natural world’, encouragingly, 71 per cent polled yes. This push towards nature ties in with the high volumes of venues integrating sustainable practices. 88 per cent said they were reducing the consumption of single use plastics, 83 per cent have a formal plan to manage food waste and 78 per cent have acquired a sustainability accreditation.
IACC CEO, Mark Cooper said: “This year's research reaffirms how live meetings are evolving and venues are adapting to the kind of experiences expected by business event organisers for their attendees. Social responsibility is at the heart of many of these trends and the report clearly shows that venues are in lockstep with their development of facilities and services.”
IACC CEO, Mark Cooper Photo Credit: SuppliedNoting changes in delegate behaviour, the report also indicated that delegates are drinking less at events, with nearly 50 per cent of polled venues noted a decrease in alcohol consumption.
Venues are also accommodating client F&B budgets with 70 per cent claiming to use lower priced ingredients to help clients balance the books.
The report also found that venues are adjusting to accommodate the behavioural differences of the next generation. Some are incorporating more breaks and personal time into their events while others are opting for smaller group settings to encourage more one-to-one engagement.
IACC’s global chair, Nancy Lindemer said: “The shifts in food and beverage over the years scream flexibility and inclusion. Meeting the diverse needs of all guests in a sustainable, thoughtful way while being budget friendly and above all delicious is a challenge IACC properties are delivering in creative ways.”
To download the full report, visit www.iacconline.org/iacc-meeting-room-of-the-future
The 2024 report was further funded by Aramark Destinations, Pyramid Global Hospitality, Encore and Flik Hospitality Group & Rapport.
