Event organizers are adjusting to new demands from event attendees and organizers alike, according to a new survey of Aimbridge Hospitality’s sales and catering staff compiled by Aimbridge and meetings-and-events analytics company Knowland. Fortunately, these trends allow for solutions that can highlight a hotel team’s creativity and take advantage of a property's location and strengths.
Trend 1: No Barriers
The traditional event model of keynotes and panels is giving way to less-structured networking. “Organizations that provide incentives or gamification activities ensure interaction throughout the event and encourage audience engagement,” the survey noted. For example, some events now have keynote addresses at the end of the day, or arrange more open-ended times and “borderless spaces” for networking.
Trend 2: Instagrammable Moments
Meeting planners are drawing inspiration from Instagram and cooking shows, with foodservice, menus and catering providing “sparkler moments” that can be shared to social media. “To make an event a capturable moment, the catering staff must design the event with an eye to curated branding,” the report claimed. Butter boards, vegan cuisine and artistic sugar displays are in demand, while sustainability is now a requirement for many businesses. Every part of the event space should be designed to make it a “postable” moment.
Trend 3: Local Flair
Authenticity has been a buzzword in the industry for years, and hoteliers are creating experiences for attendees that reflect local style and traditions. For example, the report highlighted the food and beverage offerings at The Westin Boston Seaport District, where event attendees can sample local seafood or Boston Baked Beans. Hotels can also form partnerships with local suppliers like juicers, ice creameries or coffee roasters for options guests can’t get anywhere else.
Trend 4: Pop-Up Board Rooms
Sales and catering teams are converting spaces (often restaurant spaces, outdoor patios, etc.) into meeting spaces for local businesses, targeting group sizes of 25 attendees or fewer. (According to the report, most smaller meetings now fall into this category.) Planners want more creativity with meeting spaces, from utilizing outdoor areas whenever possible and moving to separate meal rooms to allow for improved airflow and social distancing. Some organizations are collaborating with outside companies to rent items like overstuffed chairs or big wooden bars that add flair to the meeting space.
Trend 5: Creative Team-Building
Team-building activities are becoming more innovative, with locally themed beverage stations; destination-driven experiences; and even color, lighting and design creating an experience that stands apart. Event producers and hoteliers are developing environments that allow people to interact together in innovative ways. For instance, some groups build cardboard boats and race them across the hotel pool. Others hold competitions for making pizza, margaritas, salsa or guacamole, while others will benefit a community charity or organize a class on creating something local and unique.
Trend 6: Wellness and Environment
“Groups are holding the meeting planner accountable for building agendas that are healthy—both physically in the space, but also mentally,” the report noted. The increase in networking time (see trend 1) encourages attendees to spend more time walking than sitting, and hydration stations are in high demand. Requests for vegan, vegetarian, plant-based, gluten- and dairy-free options are also increasingly common and can give a property’s food-and-beverage team a chance to show off local produce.
Ultimately, the report said, “Customers are looking for more than just a meeting; they are looking for hotel staff to deliver a full event experience.”