Zoom or Room?

Reimagining In-Person Meetings: A Blend of Experience, Space, and Technology

House of Beautiful Business

Today's event organisers are becoming architects of the meeting experience, with 80% acknowledging their role now involves more 'experience creation' than in the pre-pandemic era. This insight comes from IACC's latest "Meeting Room of the Future" report.

The demand for meetings that offer real value from attending in-person, as opposed to virtually, is at an all-time high. IACC's CEO, Mark Cooper, insightfully notes, "Planners must consider whether the meeting could just as easily happen over Zoom. If so, it clearly has no place in the room."

The Covid pandemic has also caused a shift in organiser's preferences. The report reveals that 41% of respondents continue to seek venues with larger spaces to allow delegates to spread out, with 33% stating that access to outdoor spaces is crucial.

Reflecting on this, Susan Liston, SVP at Aramark Destinations, said, "Our teams are now more than just conference specialists. They have evolved into architects of the meeting experience. They add the most value when they proactively suggest ways for attendees to connect with the local destination and create truly collaborative environments."

Moreover, event organisers are increasingly favouring venues with strong technological capabilities like virtual streaming and participation, internet access, AV, and cybersecurity. The importance of sustainability and social responsibility is also on the rise, making it clear that the meeting room of the future needs to be a positive force for the future.

Robyn Domber, Senior Vice President at Development Counsellors International, remarked on the industry's profound transformations, "The way we live, work, and meet has changed, and so have the spaces and technologies required for business events and conferences."

Echoing these sentiments, Nancy Lindemer, the Director of Sales & Marketing for Rizzo Center and IACC president, emphasised the value of creating memorable experiences. "Creating memories through experiences is important, and with exceptional facilities in place, we can bring people together to do extraordinary things," she said.

The IACC's Meeting Room of the Future initiative continues to gather insights from event professionals, and industry experts from across the world, providing invaluable information to reimagine and shape the future of in-person events.