A recent study by The Experience Institute found three key factors many attendees consider before deciding to attend a conference or convention. These factors, according to Successful Meetings, should be vital considerations for meeting planners, to help quantify the “true value of attendees,” and potential for future business.
What are people truly looking for in a meeting event? It boils down to…
- Education
The study, which surveyed 9,000 association members, found that 92 percent of participants were most interested in obtaining quality education and insight.
- Networking & Social Interaction
76 percent of participants were driven by the opportunity to meet new people and network.
- Destination & Experience
Perhaps the most insightful finding in the report, 71 percent agreed that the location of the conference is a big deciding factor.
“Attendees don’t just come for the meetings, they get out and about,” said Mickey Schaefer, president of Mickey Schaefer & Associates LLC and founder and CEO of The Experience Institute. “They are leisure travelers with an add on.”
According to Successful Meetings, Emphasizing the “bleisure,” or business leisure, aspect of these travelers was the fact that a majority (53 percent) said they are likely to extend their stay or add vacation days, while 49 percent are likely to bring a friend or family member. A full 79 percent are likely to get “out and about” and explore the destination’s many non-conference offerings. Additionally, if their experience is positive, 78 percent of attendees said would be likely to return for leisure, while 77 percent would likely repeat attendance. Almost nine out of 10 respondents (88 percent) would likely recommend the destination to others and 89 percent recommend the convention center or expo.
The report gives us incredible insight into how to successfully and strategically plan large meetings. For your next most attended event, focus on the core educational aspect of the meeting, choose a great destination, and the social networking opportunity will take care of itself. Create a great experience, and guests will be happy to RSVP yes.
