Presentation on Convention 2020 to the ICCA Venue Sector Meeting at IMEX 23 05 11

1. “2020 and Beyond –
Convention Centres and Hotels –
are the Challenges the Same?”
IMEX Venue Sector Meeting
May 23rd 2011
Rohit Talwar
CEO – Fast Future
rohit@fastfuture.com
www.convention-2020.com

2. Convention 2020
• Global strategic foresight study to help the meetings industry prepare for
the decade ahead - Industry-wide sponsors
• Multiple outputs Nov 2009 – December 2011
• Recent survey on issues / strategies / business models for 2011 & 2015

3. Growth is not Guaranteed
Image source: Piper Report

4. Thinking is Back in Fashion
Image source: Einstein.yu.edu

5. Business Model / ROI Innovation
Free or Fantastic
Image source: eholidayindia.com

6. TMT – Convergence and Immersion
Telephony Connectivity
• Voice • Cellular
• Messaging • Up to 14 bands
• SIM card • WLAN/BT
• Phonebook • GPS
• Ring Tones • NFC
• Security • FM
Data/ Multimedia
Enterprise • Camera 8-16M
• 100Mbps • Camcorder
• Email • 24M Color Display
• IMS • Memory (160GB)
• Browsing • Multiformat A/V
• HD Video/TV out
• VPN
• Games
• PIM
• Ecommerce
Software (50-100M Tps)
• Protocols • DRM
• Payments
• Middleware
• Applications
• User Interface
• Minimize fragmentation

7. What I Want – When I Want
Image sources L-R: blog.core-ed.net / neonpunch.com / geek.com

8. New Analytics and a New Knowledge Infrastructure
Image source: techrepublic.com

9. Augmented Reality / Heads Up
Image sources L-R: image-acquire.com/
gawker.com / gizmag.com

10. Haptics / Holograms / Interactive Surfaces
Image sources L-R: tuvie.com /
flickr.com / blogspot. com

11. Total Customization
In 2020, the personal comfort of attendees will be much more important to
organizers than today. Individuals will be able to obtain personalised menus at
meals, there will be many options for entertainment and relaxation, e.g.
customized seating. Organizers will make far better use of information about
individual attendees than they do today.
11
Image source: lovelovemodo.com 1093 respondents

12. Sustainability
Environmental considerations will play an increasing role in
the choice of business and leisure hotels. 606 Respondents

13. Hotels will need to develop strong social media 'listening skills' to
understand how customer needs and perceptions of brands and service
quality are truly evolving and to develop service propositions, marketing
messages, and pricing solutions that reflect the needs of an increasingly
diverse customer base.
60
54
50
42
40
30
20
10
4
0
0
Image source: blog.navigationarts.com 597 Respondents Strongly agree Agree Disagree Strongly disagree

14. Hotels will increasingly provide additional business services
e.g. translation, access to legal and accounting advice,
secretarial support, company formation, organization of small
meetings, etc
Image source: amadeus 610 Respondents

15. Factors influencing the decision to
attend in 2020 (03/10)
Imagine your life in 2020, what are the factors that would encourage you to attend
live events such as conferences and exhibitions?
% of Respondents
15

16. Less but Bigger?
By 2020, compared to today, I expect there to be fewer but larger
conferences and exhibitions covering wide topics, industry
sectors, or "communities of interest" - with less choice of which events to
attend, but much more choice within the events themselves.
16
Image source: Qatar National Convention Centre 1085 respondents

17. More, Smaller and Specialized?
By 2020, compared to today, I expect there to be a greater choice of many
more smaller, highly specialized conferences, exhibitions and meetings -
there will be much more competition from events wanting me to attend.
17
Image source: imageshack.us 1090 respondents

18. Increasing Commercial
Opportunities greater opportunities
In 2020, conferences and exhibitions will include far
to sample and purchase products and services than they do at the
moment - there will be vastly more business opportunities at conferences
and exhibitions than there are today.
18
Image source: walyou.com 1086 respondents

19. Embrace Collaboration –
Events e.g Gastro
Image source: gastro2009.org http://www.borev.net/imf.jpg

20. Embrace Collaboration –
Design e.g LIFT
Image sources: ldailymotion.com / liftconference.com http://www.borev.net/imf.jpg

21. Personal and Immersive
e.g. Globe Forum Silent Conference
Image source: sustainablecitiesnet.com http://www.borev.net/imf.jpg

22. Food Inspiration
Reinventing the Trade Show
Image sources: lovelovemodo.comlisstree.com / thechefalliance.com
http://www.borev.net/imf.jpg

23. Venue Priorities 2011
Provide free Create lower More flexible
broadband cost operating service offerings to
wireless access models meet customer
demand 23
Image sources: trustedreviews.com / berlin-airport.de /freshminds.co.uk

24. Venue Priorities 2011 (1 of 2)
163 Respondents (11/10)

25. Venue Priorities 2011 (2 of 2)
163 Respondents (11/10)

26. Venue Strategies 2015
Offer full AV Offer a full Full e-solution
package meeting planning to event
service to help organisers
attract events
26
Image sources: telepresenceoptions.com / gmwda.gov.uk / bp.com

27. Venue Strategies 2015 (1 of 2)
163 Respondents (11/10)

28. Venue Strategies 2015 (2 of 2)
163 Respondents (11/10)

29. Venue Business Models 2015
Grow leisure Outsource Create new
and retail to management to events alone or
diversify third party with partners
revenues specialists
29
Image sources l – r : businessweek.com / wcafamily.com

30. Venue Business Models 2015
155 Respondents (11/10)

31. Convention 2020 - Conclusions
• Demand will hold up
• Be clear on strategic positioning
• Innovation required in formats,
business models, capability and
technology
• Focus on ‘enabling business’
• Personalisation is key
• ‘Total sustainability’ agenda
Image sources: adelaidecc.com.au / topboxdesign.com

32. Next Steps – How Can You Get Involved?
• Future Reports – Give us Feedback
• Take part in Pulse Surveys
• Contribute Expert Papers
• Run / Host a Workshop / Survey
• Student Essay Competition
• Suggest Research Topics - tell us what you’d like to see
• Ask about the sponsorship benefits
rohit@fastfuture.com www.convention-2020.com

33. Fast Future – Meetings Industry
Services
• Briefings and workshops for executive
management and boards of venues, CVB’s and
associations
• Customised research on trends, technologies
and new markets
• Development of strategies and business plans
• ‘Deep dives’ on key trends and technology
developments
• Consultancy and workshop facilitation on
innovation and new business models
33

34. Fast Future
• Research, consulting, speaking, leadership
• 5-20 year horizon - focus on ideas, developments,
people, trends and forces shaping the future
• Clients
– Industry Associations – ICCA, ASAE, PCMA, MPI
– Corporates - GE, Nokia, Pepsi, IBM, Intel,
Samsung, GSK, SAP, Orange, O2, E&Y, KPMG,
Amadeus, Sabre, Travelport, Travelex, ING,
Santander, Barclays, Citibank, Deutschebank
– Governments - Dubai, Finland, Nigeria,
Singapore, UK, US
– Convention Bureaus – Seoul, Sydney, London,
San Francisco, Toronto, Abu Dhabi, Durban,
Athens, Slovenia, Copenhagen
– Convention Centres – Melbourne,
Adelaide, Qatar, QEIICC
– Hotels - Accor Group, Preferred,
– Intercontinental
– Congrex, Kenes
– Aeroports de Paris / Schiphol Group

35. Future Convention Cities Initiative
• Cities that want to be at the leading edge of delivering business events
• Focus on maximising long term economic benefit of events
• Research, sharing of expertise and best practices
• Meet four time a year
• Initiated and co-ordinated by Fast Future

36. Hotels 2020: Beyond Segmentation
Objectives
• Identify change drivers and
key success characteristics
for the globally branded hotel
sector over the next decade
• Examine the implications for:
– Hotel strategy
– Brand portfolio
– Business models
– Customer targeting
– Innovation

37. Rohit Talwar
• Global futurist and founder of Fast Future Research.
• Award winning speaker on future insights and strategic
innovation – addressing leadership audiences in 40 countries on
5 continents
• Author of Designing Your Future – Published 08/2008
• Profiled by UK’s Independent Newspaper as one of the Top 10
Global Future Thinkers
• Led futures research, scenario planning and strategic
consultancy projects for clients in telecommunications,
technology, pharmaceuticals, banking, travel and tourism,
environment, food and government sectors
• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De
Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,
ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,
OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,
Siemens, Symbian, Yell , numerous international associations
and governments agencies in the US, UK, Finland, Dubai,
Nigeria, Saudi Arabia and Singapore.
• To receive Fast Future’s newsletters please email
rohit@fastfuture.com

38. Designing Your Future
Key Trends, Challenges and Choices Facing
Association and Nonprofit Leaders
• 50 key trends
• 100 emerging trends
• 10 major patterns of change
• Key challenges and choices for
leaders
• Strategic decision making
framework
• Scenarios for 2012
• Key futures tools and techniques
• Published August 2008
• Price £49.95 / €54.95/ $69.95
• Email invoice request to
rohit@fastfuture.com

39. Our Services
Bespoke research; Identification &
Analysis of Future Trends, Drivers &
Shocks
Public Speaking, In-
Company Briefings, Accelerated Scenario
Seminars and Planning, Timelining &
Workshops Future Mapping
Personal Futuring for
Leaders and Leadership Expert Consultations &
Teams Futures Think Tanks
Identification of
Design & Facilitation of Opportunities for
Innovation, Incubation Innovation and Strategic
& Venturing
Programmes Strategy Creation & Investment
Development of
Implementation
Roadmaps

40. Example Projects
• Public and private client research e.g. :
– Convention 2020 – the Future of Business Events
– Future Convention Cities Initiative – Maximising LongTerm Economic Impact of Events
– One Step Beyond – Future trends and challenges for the events industry
– Hotels 2020: Beyond Segmentation – Future Hotel Strategies
– The Future of Travel and Tourism in the Middle East – a Vision to 2020
– Future of Travel and Tourism Investment in Saudi Arabia
– Aviation and Airports e.g. Aviation 2030
– Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030
– Scenarios for the global economy for 2030 and the implications for migration
– Designing Your Future (Published August 2008) – book written for the American Society
of Association Executives & The Center for Association Leadership
– Global Economies – e.g. The Future of China – the Path to 2020
– The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers
– Winning in India and China
• Strategic advice to industry players
• Confidential advisory and coaching services to CEOs and top teams
• Public speaking at public conferences and in-company events
• Future thinking workshops and retreats

41. Example Clients