IACC today released the inaugural Latin America edition of its ‘Meeting Room of the Future’ white paper, created in collaboration with IBTM Americas. The paper reveals that the number one priority for event planners in the LATAM region is delivering against the audience’s increasing expectation for tailored experiences, driven by new technologies fusing with the event sector and a move towards more creative delegate engagement.
92% of respondents in the region report that their current role involves more ‘experience creation’ for delegates versus five years ago – compared to only 80% of respondents to the global survey in 2017. One respondent stated, “Five years ago, the objectives were very simple, today I work to ensure that each event has something new to offer. Achieving customer expectations has been a challenge”.
As budgets tighten and focus on value for money increases, LATAM respondents reported that they are more driven than they were five years ago by ensuring attendee satisfaction levels, and also predict that the focus on experience creation will continue to be at the heart of meetings development due, in part, to the desire from delegates for new ways to learn, decreasing attention spans and as a way to generate a memorable event to positively impact future sales.
Technology continues to play a key role in creating content rich experiences: “Meetings today need to be dynamic. Attendees no longer come simply to listen. They want interactive activities, networking opportunities and venues that are technologically advanced,” stated another respondent.