how generational buying preferences will transform the meetings marketplace
TRANSCRIPT
IACC’s Emerging Trends Committee
Presents:
Generational Preferences In Meeting Location
SelectionMarch 2013
IACC’sEmerging Trends Committee…
• Created in 2007• Members are 30
years old or younger
• Has conducted three initiatives including:– Comprehensive Guide
to Social Media (2012)– Internship model (2011)
Development Counsellors International…
• Since 1960, DCI has worked with 400+ countries, states and cities globally to drive both investment and tourism.
• Published “Winning Strategies in Destination Marketing in 2012”
Methodology• IACC Emerging Trends Committee (ETC) and Development
Counsellors International jointly developed the survey.
• Survey explored if there are generational preferences among meeting planners and whether these preferences shape how meeting space is selected.
• On January 10, 2,000 meeting planners were invited via email to participate in an online survey.
• Meeting planners were selected from a combination of IACC member meeting planners lists and DCI’s own internal meeting planner list.
• Survey was entitled: Selecting A Conference Center: Choosing the Right Facility for Your Audience – 2013.
• The survey garnered 94 responses which is nearly twice of the previous surveys by IACC’s ETC.
Generation Definitions
Baby BoomerAge 47-65
Gen Y/MillenialAge 18-32
Gen XAge 33-46
MatureAge 66+
Respondent ProfileBaby Boom
er: 45%
Gen X:
38%
Gen Y:
12%
Mature: 2% NEC, 3%
* NEC= Not Otherwise Classified
Q. Have you ever heard of the International Association of Conference Centers (IACC)?
76% of respondents have heard of IACC
Matures 100%
Baby Boomers 74%
Generation X 72%
Generation Y 82%
Q. If you have heard of IACC, on a scale of one (not important) to five (very important), how
important do you feel it is that our next event be held at an IACC facility?
5 (Very Important)
4 3 2 1 (Not Impor-tant)
0%
10%
20%
30%
40%
50%
3%
24%
45%
7%
21%
Importance of Using an IACC Facility
Baby Boomer Matures Generation Y Generation X0.0
1.0
2.0
3.0
4.0
5.0
3.1 3.0 2.9
2.4
Importance of Using an IACC Facility(average response by generation)
Q. “Please rate on a scale of 1 (least important) to 5 (most important) how important each of the
following factors are when choosing a conference facility on behalf of your clients.”
Conference Technology
Onsite Staff Planner
Conference Room Design
Food & Beverage Offerings2.0
2.5
3.0
3.5
4.0
4.5
5.0
4.5
4.2 4.2 4.1
Most Important Factors When Choosing A Conference Facility
2.0
2.5
3.0
3.5
4.0
4.5
5.0 4.0
3.5 3.4
2.7
Less Important Factors When Choosing A Conference Facility
Generational Differences When Choosing A Conference Facility
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Generation Y Generation X Baby Boomer Mature
Mature Baby Boomer Gen X Gen Y
Proximity to airport Proximity to airport
Proximity to airport and restaurants
Cost
Ease of getting around
Ease of getting around
Renovated Chic/Modern Facilities
Cleanliness Cleanliness Vibrant activities Entertainment, Evening Activities, Recreation on Property, Off-site Activities
Walking distances within venue
Comfortable rooms with reading chairs
Uniqueness Design
Level of service Wi-Fi Wi-Fi/Latest Technology
Technology
Wheelchair Access Access to food/beverage
Most Important Characteristics By Age Group(denotes answers by respondents who indicated that they selected conference centers
based on the age of their meeting attendees by ranking it a 4 or 5 in importance)
24.1% Adequate meetings
rooms/flexibility of space
18.2% Location/appeal of destination
16.8% Accessibility
16.4% Affordability/cost
7.7% Technology
Q. Thinking abut your client’s annual meetings/ conferences that you have planned/attended, what are the three most important criteria in selecting a conference facility?”
Top Criteria For Facility Selection
Top Criteria For Facility Selection(by generation)
Criteria Gen Y Gen XBaby
Boomer
Adequate meeting rooms/flexibility of space 22.2% 26.3% 31.1%
Location/appeal of destination 25.9% 20.0% 19.4%Accessibility 14.8% 8.4% 8.7%Affordability/Cost 22.2% 14.7% 14.6%Technology 3.7% 8.4% 7.8%Size/Capacity 11.1% 4.2% 0.0%Service 7.4% 6.3% 0.0%Food & Beverage offerings 0.0% 3.2% 7.8%
Condition/Updated/Not under Renovation 7.4% 6.3% 5.8%
16.7% Cost/excess charges
12.5% Inadequate meeting space
(size/amount)
10.2% Location
9.8% Appearance/condition of property
8.3% Inadequate meeting space (layout/design)
Q. “What are the top three challenges or reasons you would choose NOT to use a specific conference facility or other type of meeting venue?”
Top Reason For Declining A Facility
Top Reason For Declining A Facility
(by generation)
Criteria Gen Y Gen XBaby
Boomer
Cost/excess charges 28.6% 17.3% 20.9%
Inadequate meeting space (size/amount) 21.4% 8.6% 17.4%
Location 10.7% 11.1% 11.6%
Appearance/Condition of property 3.6% 12.3% 11.6%
Inadequate meeting space (quality/layout) 17.9% 25.9% 16.3%
Accessibility 3.6% 7.4% 10.5%
Quality of Staff/Service 7.1% 8.6% 3.5%
Lack of technology or outdated 3.6% 6.2% 5.8%
Bad reviews/reputation 3.6% 2.5% 2.3%
Q. “Thinking specifically about the meeting space(s) within a conference/meeting facility, please rate the importance (1=least important, 5 = most important) of the following meeting room characteristics.”
Conducive to learning/training
Fosters collaboration/ innovation
Informal Breakout Rooms1.0
2.0
3.0
4.0
5.0 4.3 4.0 3.8
Most Important Room Elements
1.0
2.0
3.0
4.0
5.03.6 3.1
2.6
Less Important Room Elements
Importance of Room Characteristics(by generation)
Criteria Gen Y Gen XBaby
Boomer MatureSpace has elements that are conducive to learning or training 4.4 4.3 4.3 4.5Space fosters collaboration and innovation 4.0 3.9 4.0 4.5Availability of break out rooms with informal, moveable furniture 3.5 3.7 4.0 4.0Space has informal furniture groupings to allow participants to socialize and converse with one another 3.0 3.6 3.7 3.5Space provides the ability to recognize sales or key performers 3.5 3.2 3.0 3.0Availability of white boards on wheels 2.2 2.4 2.9 2.5
