As our McCrindle Speakers are regular contributors to meetings and events around Australia, it was our privilege to conduct research for the Melbourne Convention Bureau’s 25-year anniversary of the Asia-Pacific Incentives and Meetings Expo (AIME), into the mega trends affecting the future of meetings, and for Mark McCrindle to present the findings at the event. The aim of the research was to understand how the global meetings industry is changing, through the influences of social trends, new technology and changing attendee expectations. Findings from the full research report include the following: Conference attendees are increasingly socially responsible, tech savvy and time poor. Attendees are looking for collaboration and networking, not just information. Meetings provide a place for human interaction, experiential learning and valuable professional investment. Customisation of the program structure and event experience is key. Augmented virtual reality and artificial intelligence transform the event experience. Ideas around venue design for the next generation.

1. Mark McCrindle
mccrindle.com.au

2. The future of Australia:
25 years of change

3. The future of Australia: 25 years of change

4. The future of Australia: 25 years of change

5. The future of Australia: 25 years of change

6. The future of Australia: 25 years of change

7. The future of Australia: 25 years of change

8. The future of Australia: 25 years of change

9. The future of Australia: 25 years of change

10. The future of Australia: 25 years of change

11. The future of Australia: 25 years of change

12. The future of Australia: 25 years of change

13. The future of meetings:
25 years of change

14. The future of meetings: 25 years of change

15. The future of meetings: 25 years of change

16. The future of meetings: 25 years of change

17. Demographics

18. Demographics
70% 30%
0% 20% 40% 60% 80% 100%
Q. Are you male or female?
(n=206)
Female Male

19. Demographics
84%
6%
5%
4%
1%
0.5%
0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Australia / New Zealand
North America
Asia
Europe
Africa
Middle East
South America
Q. Where do you usually live?
(n=206)

20. Demographics
21%
29%
33%
10%
6%
0% 5% 10% 15% 20% 25% 30% 35%
Chairman, CEO, President or…
Senior management
Middle management
Junior
Other (please specify)
Q. Which of the following best describes your
position?
(n=195)

21. Demographics
0%
34%
40%
24%
1%
0% 10% 20% 30% 40% 50%
18 - 21
22 - 36
37 - 51
52 - 70
71+
Q. What age will you be in 2016?
(n=208)
Z
Y
X
BB
B

22. Attendees of the Future
8%
55%
36%
1%
0%
0%
0% 10% 20% 30% 40% 50% 60%
Extremely optimistic
Very optimistic
Somewhat optimistic
Somewhat pessimistic
Very pessimistic
Extremely pessimistic
Q. How optimistic are you about the future of the MICE
industry for the next 15 years ahead?
(n=177)
2 in 3 extremely/
Very optimistic

23. The future of meetings: 25 years of change

24. The future of meetings: 25 years of change

25. The future of meetings: 25 years of change

26. The future of meetings: 25 years of change

27. The future of meetings: 25 years of change

28. Meetings of the Future
40%
35%
20%
6%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Yes, I definitely would utilise this technology
Yes, I probably would utilise this technology
Maybe, I might utilise this technology
No, I would not utilise this technology
Q. If you could make keynote sessions more adaptive to the
audience's needs by having conference delegates vote in
real time to influence and steer the content or to contribute to
the story. would you utilise this technology?
(n=156)

29. Meetings of the Future

30. Attendees of the Future
Fun & experience Information

31. Attendees of the Future
Networking Content

32. Attendees of the Future
Sit & listen Interact & participate

33. Attendees of the Future
Conference length
SHORTER (8x)
Networking time
LONGER (6x)

34. Meetings of the Future
70%
61%
57%
0% 20% 40% 60% 80% 100%
Conference & exhibition
Face-to-face & virtual
TED-style talks
Q. How important do you think the following program formats will
become for business events in the future?
(extremely/very important)

35. Attendees of the Future
10 years ago
Now
10 years’ time
70 mins
50 mins
35 mins
1 hr
Average plenary session length

36. Attendees of the Future
89%
88%
86%
0% 20% 40% 60% 80% 100%
Delegates will expect more learnings/acquired
knowledge from events
Delegates will want a more personalised/customised
experience at events
Delegates will continue to place a strong importance
on face-to-face meetings
Q. Please indicate your level of agreement with the following statements
regarding how the expectations of delegates will change in the future.
(strongly/somewhat agree)

37. Attendees of the Future
89%
88%
86%
0% 20% 40% 60% 80% 100%
Q. Please indicate your level of agreement with the following statements
regarding how the expectations of delegates will change in the future.
(strongly/somewhat agree)
More learning outcomes
More personalisation
Face to face

38. Attendees of the Future
43%
42%
13%
2%
0%
0% 10% 20% 30% 40% 50%
Extremely important
Very important
Somewhat important
Slightly important
Not at all important
Q. How important will the destination experience be for
promoting a conference/business event in the future?
(n=147)

39. 180 0 TREND S
mark@mc crindle. com. au
www. mc c rindle .c om.au
Mark McCrindle