An Optimistic MICE Sector Prioritizes Engagement

Amex GBT (American Express Global Business Travel) has identified the main trends transforming event marketing this year, based on a survey conducted with over 300 professionals. According to the study, offering relevant and personalized content is crucial for creating memorable emotional connections with the audience.

The second highlighted trend is the use of technology to streamline the event and enhance creativity. Mobile apps are the preferred tool for 59% of respondents, followed by QR codes (47%), online registration (35%), and artificial intelligence (34%).

Sustainability and inclusion as amplifiers of event impact are another key trend, with 78% of the companies interviewed already incorporating it into their corporate objectives.

On the other hand, the latest monthly barometer from Cvent reveals growing optimism among travel and event planners, with an increase in attendance expectations for MICE operations and conferences. The normalization of booking timelines and challenges in finding suitable space are important issues, with a growing need for flexibility from suppliers.

Both studies underscore the importance of strategic collaboration and commitment to sustainability and inclusion to maximize event impact. Additionally, they show a growing trend towards investment in advanced technology, with a significant increase in spending despite current cost-saving policies.

Learn more in-depth about event marketing and everything about Punto MICE through their website. Also, don’t miss their participation in IBTM Americas 2024 on August 21 and 22.