The IMEX Group, which operates two of the largest annual expos in the world on incentive travel and meetings, has identified five trends for 2017, beginning at A and ending at Z.
AI and VR
Artificial intelligence (AI) and virtual reality (VR) used to be the future. Over the last two years, the first VR headsets started to appear at IMEX (Frankfurt and America), with destinations and venues as the “early adopters.” By the end of 2016, both technologies had made the final transition from fringe to freely available. The future had arrived.
Grip, the world’s first AI event networking solution won the IMEXpitch at IMEX America in Las Vegas. Elsewhere, at IBM’s World of Watson conference, AI was the driver of a 3D-printed, driverless minibus that toured the show floor, giving passengers restaurant recommendations.
In the world of virtual reality, WorldViz, a behind-the-scenes VR company that’s been working on large-scale, enterprise solutions, launched its new platform for business communication. The project, code named “Skofield,” allows remote users to make cross-platform presentations in VR.
Expect AI and VR (not forgetting augmented reality), to continue to capture both the imagination and the headlines in 2017.
Tech-connecting
The urge to find and connect with “the right kind of each other” at live events is what IMEX calls “finding your tribe.” The rise of social media and, more importantly, of networking technologies and apps, is quickly changing our ability to satisfy that need.
Witness Loopd, winners of the 2015 IMEXpitch and (once again) Grip, the 2016 IMEXpitch winners. Equally, Zenvoy, partnered with IMEX to provide a pre-, during- and post-show matchmaking service for buyers/attendees to meet or work with each other; a natural add-on to the show’s core appointment system, which enables buyers to meet with exhibitors.
Witness too the rise of Snapchat and private messaging. Many of the big conversations at shows, conferences and other events are now happening online — and in private. Where social media platforms such as Twitter, Facebook and Instagram bring the immediate show experience and audience feedback to life in a dynamic way, Snapchat and private messaging services allow sub-groups and tribes to find each other, talk and make plans in private.
Disruption
“Increasing disruption” aptly sums up the prevalence of disruptive forces not only in the meetings and events industry but also all around us. Disruption could easily lay claim to being the word of 2016.
Disruption also describes the impact of unexpected political results in 2016 — namely Brexit and the U.S. presidential election. Even though the fallout has so far been short-term, most organizations (across all industries worldwide) are on alert for the long-term consequences. Harking back to a favorite phrase from five or six years ago, 2017 heralds a sense that disruption is set to be the new normal.
Unsubscribing
Independent research by Atos Origin discovered that the average employee spends 40 percent of their working week dealing with internal emails that add no value to the business. Add to that newsletters, social media notifications and e-shots, and it’s clear to see why many people are eager to seize back their time. In effect, this trend is a flight toward more authentic and meaningful productivity.
Expect unsubscribes and opt-outs to rise as individuals reclaim their inboxes, their sanity and their time. In turn, the purposeful creation and appreciation of “no-thing” time (using planning approaches such as white space) will win more and more fans in 2017.
Zs are here
Workplace demographic shifts really gathered pace in 2016, with Generation Z now heading over the horizon. By the end of this decade Zs will account for around 20 percent of the work force. Born in the late 1990s onwards, Zs were the first to grow up with the Internet and portable technology at their fingertips, virtually from birth.
According to various research reports, compared with those born in the 15 or so years before them — Generation Y and Millennials — Zs are distinctly different (hence their disparaging, alternative label, “Generation Snowflake” because every little snowflake is unique).
From a communications and meetings perspective, Zs are tech-intuitive, tech-based multitaskers and good at online collaboration, but tend to have weaker face-to-face and social skills, are liable to be distracted easily and have a short attention span.
According to the 2015 Way to Work survey by Adecco Staffing USA, as employees Zs want financial stability (a result of living through recession and the burden of student debt), a dream job, entrepreneurial opportunities, a flexible work-life balance, regular face-to-face mentoring and plenty of feedback from the boss. In pursuit of this they’re likely to job hop in their early years.
As an event or meetings audience Zs are set to place strong, new demands on planners, venues and brands. Whether they prove to be high value or just high maintenance, 2017 should reveal all.
IMEX in Frankfurt takes place May 16-18, 2017 at Messe Frankfurt. IMEX America, America’s worldwide exhibition for incentive travel, meetings and events, will take place Oct. 10-12 at the Sands Expo and Convention Center. Learn more at IMEXexhibitions.com.
