2016 offsite trends: it’s all about personalization and sharing

Paul Nolan

The IMEX Group, which operates the most notable meetings and events expos each year in Frankfurt and Las Vegas, released its short list of trends and buzzwords for business in 2016. Here’s a glimpse:

Personalization — Is this just the start? People like to be treated as individuals and to tailor how they are treated, whether as an employee or a consumer.

Being human with face-to-face. Continued growth of the meetings and conference industry in an era when Skype and video conferencing are established reflects the importance and need for F2F contact. Marketing expert Alan Hart, founder of marketing consultancy avidimpact.com, predicts that “being human will return to marketing because consumers want to be inspired and have meaningful and personal connections with brands to move them to buy products and services.”

Shared economy. PwC predicts that the shared economy globally will grow from a value of $15 billion in 2013 to $335 billion in 2025. Within the travel sector, from Airbnb to Uber, from Bookalokal to Vizeat, the concept has made enormous inroads among consumers. This year, we’ll see the meetings industry discussing more intensively and proactively how it can and should adapt to this trend.