< PreviousCourtesy Photo W hile the rebound in business travel continues to lag behind the recovery of lei- sure travel, the outlook for the MICE sector for next year and beyond is upbeat. The Global Business Travel Association (GBTA) released its predictions earlier this year with a projection for 2024 of surpass- ing the global pre-pandemic business level spend to $1.4 trillion. This fore- cast further extends growth to $1.8 trillion by 2027. MICE Growth Around the World Global Destinations BY MARLENE GOLDMAN Mondrian Singapore Duxton Canyon Club Rooftop Pool Silver Leaf is an iconic event venue overlooking Dragonfly Lake in Singapore. 20 December 2023 | Corporate & Incentive Travel | TheMeetingMagazines.com SITE SELECTIONSingapore According to the GBTA report, demand for corporate travel is still high, with destinations like Singapore lead- ing the way. Singapore is expecting a full MICE recovery between 2024 and 2025, according to Rachel Loh, senior vice president of the Singapore Tourism Board (STB). “Our international visitor arrivals crossed 10 million in the first nine months of this year, giving us a strong founda- tion to build on as we work towards a 12 to 14 million fore- cast for 2023,” she said. “The strong demand for in-person events, coupled with the dedication by our MICE partners to deliver high quality experiences, will put us in good stead to recover well. There is also growing business confidence from organizers and delegates; and a robust events pipeline secured beyond this year.” As a gateway to the fast-growing Asia-Pacific and home to a vibrant and dynamic international business community, Singapore offers unrivalled access to new markets and part- nerships, according to Loh. Singapore is also expanding its luxury product with new properties, such as Raffles Sentosa Resort & Spa, which will feature 62 villas, each with its own private pool and terrace. Also slated for 2024, The Standard, Singapore will feature 143 rooms with a prime location on Orange Grove Road across from Shangri-La Singapore. Other new luxury options to entice incentives include the 326-room Pullman Singapore Orchard and 302-room Mon- drian Singapore Duxton, both of which opened this year. The 347- room Pan Pacific Orchard also debuted earlier this year. Singapore is also leading in its sustainability efforts. Courtesy Photo ArtScience Museum in Singapore Courtesy Photo “As one of the greenest cities in the world, our vision is to be the leading sustainable MICE destination in Asia-Pacific,” Loh said. Singapore’s MICE Sustainability Roadmap encom- passes targets to develop sustainability policies and guide- lines, to obtain sustainability certification for all purpose- built MICE venues, to track waste and carbon emission and to achieve net zero emission by 2050. At the beginning of the year, Singapore was certified as a Sustainable Destination based on the Global Sustainable Tourism Council (GSTC) Destination Criteria after being the first to apply the certification process on a country level. The STB has a suite of programs that help planners with the cost of holding an event in Singapore, such as its In Singapore Incentives & Rewards (INSPIRE) Global 2.0 program that encourages the MICE industry to continue developing innovative experiences for attendees, such as luxury experiences aboard the Royal Albatross, a four- masted superyacht. For corporate groups, Gunther Homerlein, Xperience Maker at Xperience DMC Events & Travel in Singapore, said the challenge is having to utilize Singapore’s plethora of smaller offsite venues. “With Singapore, larger groups are more challenging from a perspective of hosting dinners in unique locations. We don’t have a lot of huge spaces,” he said. Homerlein has used spaces such as The Alkaff Mansion. “It’s a fantastically beautiful house. It’s gives you a sense of Singapore.” Other venues he has used include the Art- Science Museum and the former Supreme Court, which is now the National Gallery Singapore. “You can have your pre cocktail on the balcony and then you can go into this great venue. That’s good for about 200 people.” TheMeetingMagazines.com | Corporate & Incentive Travel | December 2023 21Korea Korea is also seeing growth in the MICE sector. The Seoul Tourism Organization (STO) expects that its support for corporate meetings and incentive groups will surpass the pre-pandemic levels by the end of this year, with a notable increase in demand from new countries such as Vietnam, India, and the Philippines, in addition to demand from the Greater China region. Ki-yon Kil, CEO and president of the STO, said in a state- ment, “Prior to the COVID-19 pandemic, 25% of cor- porate meetings and incentive events held in Seoul were from the Greater China region. This year, however, there has been a diversification in Seoul’s corporate meetings and incentive tourism demand, with countries such as Vietnam (20%), India (14%), and the Philippines (6%) showing increased inter- est in hosting their events in Seoul.” An STO analysis shows trends have shifted due to various factors, such as large groups arriv- ing in smaller segments, preference for longer stays with simultaneous visits to other areas besides Seoul, and increased visits from industries including the beauty sector, insurance and finance, and pharmaceutical wholesale. Corporate groups planning meetings will find new hotel products, such as the DoubleTree by Hilton Seoul Pangyo — a four-star hotel situated in Seongnam, Gyeonggi Province, near Seoul, which opened in 2023. Le Méridien Seoul, Myeong- dong is a recent addition. On the horizon, located in Yangyang near Songjeon Beach, Capella Yangyang aims to become the largest wellness resort here with a total of 261 rooms, restau- rants featuring wellness-inspired cuisines, and five indoor and outdoor swimming pools, with direct beach access. The Korea Tourism Organization (KTO), which promotes Korea as a premier business events destination with its Korea MICE Bureau (KMB), said accessibility is a key factor in the country drawing MICE groups. Korea offers direct flights from more than 85 airlines for more than 50 countries and more than 150 cities. KTO is currently focused on promoting Korea’s cul- ture and has selected 52 unique venues across the country as prime outlets for MICE offsites and experiential offer- ings. Those include the Korean Folk Village theme park in Gyeonggi-do Province; National Museum of Korea in Seoul; and Korea’s oldest temple, the Jeongdeungsa Temple on the slopes of a mountain in Ganghwado. Korea is also focused on sustainability for MICE, with a history of green venues. In 2010, Songdo ConvensiA was the first in Asia to receive an LEED NC 2.2 “certified” rating from the US Green Building Council (USGBC), and the sustain- ability objectives remain strong today. Sustainability is also a focus at Coex, Korea’s top conven- tion and exhibition venue. Located in the heart of Gangnam, Seoul’s business district, Coex’s meetings facilities consist of four main exhibition halls and 55 dividable meeting rooms. On-site facilities include three 5-star hotels, Asia’s largest underground shopping mall, four international office tow- ers, an aquarium and the Korea City Air Terminal. Thailand Korea and Thailand are teaming up to help drive business to Coex and Bangkok’s Queen Sirikit National Convention Center (QSNCC) — the first national convention center in Thailand. The two recently signed a Memorandum of Under- standing to officially partner, with a focus sharing knowledge in basic services and technology and conducting joint busi- ness development and marketing activities. Thailand is ramping up its MICE efforts, as the Thailand Convention and Exhibition Bureau (TCEB) is partnering with Thailand Incentive and Convention Association (TICA) and Association of Thai Travel Agents (ATTA), aiming to gain more market insights to attract more meetings and incentive groups from key source markets from all corners of the world. It is targeted that, by the end of the fiscal year 2024, Thailand will draw 23.2 million MICE travelers, generating Courtesy of Songdo Convensia Songdo ConvensiA was the first convention center in Asia to receive an LEED NC 2.2 certified rating from the US Green Building Council. 22 December 2023 | Corporate & Incentive Travel | TheMeetingMagazines.com Many people in UK think it’s expensive, but Scotland is much more cost competitive than going somewhere like London. BROOKE DAVIS CEO, Global Access Meetings140 billion baht (nearly $4 million) in revenue. The figure includes some 960,000 overseas travelers. TCEB is also focused on promoting local experiences for convention groups. It has developed a series of seven “Mag- nificent MICE Routes” and identified local products and services that can be used as souvenirs or gifts for delegates. There will be more luxury options next year for incen- tive groups with the slated opening of the Fairmont Bang- kok Sukhumvit and the new YONA Beach Club in Phuket, the world’s first floating beach club dubbed “an oasis in the middle of the sea.” Australia Another Asia-Pacific MICE hotspot showing strong signs of growth is Australia, which as of the month of August was at about 76% of where it was in 2019 for MICE business, according to Robin Mack, Tourism Australia executive gen- eral manager of Commercial and Business Events Australia. “Some markets are back more than others. If I look at the U.S. market specifically for that month, it’s 90% of where it was 2019, so we’re coming back.” Mack noted Australia’s focus on infrastructure development throughout the pandemic as a boost to its corporate and incentive allure. “We had 200 new hotels open in about two and a half years, and some really major brands coming into some of our cities, and that was across the whole of the country,” she said. Recent hotel openings include the W Sydney, the larg- est W hotel in the world, which opened this fall in Syd- ney’s Darling Harbour. Other openings this year include Dorsett Melbourne, The Ritz-Carlton Melbourne, Capella Sydney, and the Le Meridien Melbourne. Upcoming hotel openings that will target MICE groups include the Queen’s Wharf development in Brisbane, which is due to open in stages beginning next spring and will feature three hotels — The Star Grand, The Dorsett and the six-star Rosewood. Meanwhile, South Australia’s first Marriott hotel will open in Ade- laide/Tarntanya in 2024 with 285 guest rooms. Sep- peltsfield winery, in the historic Barossa Valley wine region of Adelaide/Tarntanya, has announced that a new six-star luxury hotel, The Oscar, will be opening in 2025. The Cairns Convention Center in Queensland also underwent a recent refurbishment and more than 113,000 sf expansion. In Melbourne, sustainability companies helped transform a rooftop car park overlooking the Melbourne Convention Exhibition Centre into the Melbourne Skyfarm, which can accommodate MICE groups for events and edu- cation sessions. Aside from hotels, Australia is focusing on standout incen- tive experiences, such as the Heart Reef experience on the Great Barrier Reef in Queensland, which includes a helicopter tour and landing on the new Heart Reef Pontoon for a snorkel at a lagoon and canapes by the water. The Jackson is a new luxury superyacht on Sydney Harbour for corporate group outings. “The other areas that we’re focused on as a destination marketing organization, are around the indigenous side of Australia,” Mack said. “We know from our research that it’s something that the customers want. They want to understand the First Nations people of the country they’re visiting.” Options include hiring an indigenous elder to welcome delegates or speak at an event, as well as workshops in tra- ditional painting or dance. The Burrawa Aboriginal Climb is a program combining a climb of the Sydney Harbour Bridge and indigenous storytelling. The climb is led by an Indig- enous guide, and caters to groups of up to 14. Scotland VisitScotland Business Events (VSBE) is also focusing on creative ways to integrate MICE groups with local com- munities and further the interests in having a social respon- sibility objective as part of an incentive or meetings group experience. Invisible Cities is one of the city tours that VSBE partners with for group programs with the aim of offering attendees a transformational experience. Invisible Cities trains people who have experienced homelessness to become walking tour guides of their own city. Since launching in Edinburgh in 2016, they are now in six cities across the UK with plans on expanding its reach. Local DMCs can arrange bespoke group experiences. Brooke Davis, CEO of Global Access Meetings, based in Denver, CO, has planned unique corporate meetings in Edin- burgh. “When it comes to the culture, accessibility, history, food, architecture and just its beauty are a draw. Many people in the UK think it’s expensive, but Scotland is much more cost competitive than going somewhere like London. Also, you have the best of both worlds — the city and the countryside.” Davis recalls a memorable MICE outing at the Surgeons Hall Museums in Edinburgh. “We did a really cool murder mys- tery event and a murder mystery dinner, which was super fun.” Aside from unique experiences, Scotland is adding a slew of new hotels, including the W Edinburgh, in the historical St Tourism Australia Australia’s Sydney Harbour Bridge TheMeetingMagazines.com | Corporate & Incentive Travel | December 2023 23James Quarter district, with 199 rooms and 45 suites, as well as meeting and event spaces. Soon after Scotland debuted its first Virgin Hotel opening in Edinburgh, the second Virgin property opened in Glasgow with 240 guest rooms. “Scotland continues to add new and exciting venues and hotels to its ever- increasing portfolio of options for those seeking incentive experiences in Scot- land,” said Richard Knight, VisitScotland senior corporate & incentive manager to the Americas. “Looking ahead, we are delighted to welcome such a strong variety of new develop- ments that add to our rich cultural and innovative incentive offerings from unique immersive experiences to vibrant five- star city center hotels.” Ireland Meet in Ireland, a brand owned and managed by Fáilte Ireland, the National Tourism Development Authority, is also reporting a strong return to corporate meetings and incentives. “Corporate travel is coming back, and spending is higher as more attendees stay longer on the incentive side,” said Alison Metcalfe, executive vice president for Meet in Ire- land at Fáilte Ireland. “The RFP pipeline in business contin- ues to strengthen, and so by 2025, we’re looking very good.” The attraction of Ireland for meetings and incentives is multifold. “People find it a very welcoming destination,” Metcalfe said. “It’s the people, it’s the history, the heritage, the scenery. It also has a great infrastructure for meeting planners. We’ve got wonderful, unique venues to start for global events.” Metcalfe noted the multitude of options of spaces like Titanic Belfast, which can offer a whole new cus- tomer experience, and EPIC The Irish Emigration Museum in Dublin. Farm visits where attendees can meet a family that has been on a farm for five generations and have a hands-on teambuilding experience are possible, as well as visits to any of Irelands many distilleries such as Old Bushmills Distill- ery — the world’s oldest licensed whiskey distillery — on the North Coast of Ireland, which offers educational workshops and other curated experiences for MICE groups. There are also new spaces like the Dublin Royal Con- vention Centre, part of the renowned Radisson Blu Royal Hotel, Dublin and Velvære Spa, which is surrounded by historic buildings such as Dublin Castle, St. Patrick’s Cathe- dral and Christ Church Cathedral. Cork Convention Bureau has created three new sample itineraries for MICE experiences that include the chance the ring the bells in one of the oldest churches in the city, followed by a cup of tea and freshly baked scones, cooking demos, wildflower floral arranging, surfing or pub crawling. Italy The MICE industry in Italy is growing at a healthy pace. According to ENIT, the Italian National Tourist Board, spend- ing by foreign visitors on business travel in Italy totaled over more than $4.5 billion in 2021, rising to more than $6.8 bil- lion in 2022, an increase of 47.4%. Revenue was up 10.4% on pre-pandemic levels. In 2022, spending on business travel in Italy accounted for 14.5% of the total revenue from interna- tional tourists, slightly higher than the 2019 figure of 13.1%. Italy benefits from its leisure appeal. Future travel pat- terns increasingly combine business with leisure, according to an ENIT survey conducted on data from ForwardKeys, the World Travel & Tourism Council, Banca d’Italia, Deloitte and Trip.com Group. The survey results are backed by Euromonitor forecasts, which show spending worldwide by travelers combining business and leisure, estimated at $200 billion in 2022, is set to double from 2021 to 2027, rising from $150 billion to around $360 billion. “These excellent figures regarding the recovery of busi- ness travel are exceptionally good news, because in addi- tion to being good for the economy, they also have a positive impact on the environment, and help the sector with strate- gies aimed at spreading tourist flows more evenly throughout the year, bringing benefits also to local economies, because spending more time and money in a place offers visitors a better opportunity to get to know the area and its typical products and traditions, which are the strengths of Italy,” the Minister for Tourism Daniela Santanchè said in a statement. “The adoption of sustainable policies on the part of com- panies also has an impact on the management of business travel, and would appear to be encouraging greener choices, including the payment of higher rates for accommodation, living and transport options that are kinder to the environ- © Mel MacLaine Portmarnock Resort and Jameson Golf Links, Portmarnock, Co., Dublin 24 December 2023 | Corporate & Incentive Travel | TheMeetingMagazines.comment and/or minimize CO emissions,” explained ENIT mar- keting manager Maria Elena Rossi in a statement. Italy is preparing new upscale offerings that can cater to groups and incentives. Slated for 2025, Rosewood Rome will offer 157 rooms, including 44 suites in the former headquar- ters of Italy’s Banca Nazionale del Lavoro (BNL) overlooking the iconic Via Veneto. The property will encompass three historic buildings, each of which were originally built in the early 1900s. Additional amenities include a subterrain expe- rience within the bank’s original vault featuring a modern Roman Bathhouse and Sense, A Rosewood Spa, located on the rooftop. Dedicated event spaces will encompass three meeting rooms and a grand ballroom. Anantara Palazzo Naiadi is opening in a former govern- ment building and hotel in the heart of Italy’s capital. Portrait Milano lies in the heart of Milan’s luxury fashion district and the five-star hotel offers a wellness area beneath an ancient vaulted ceiling. Spain Spain is also seeing an uptick in luxury offerings for cor- porate groups and incentives. Madrid will have more than 2,700 luxury hotel rooms by the end of 2023, up 50% from a decade ago, according to a report by commercial real estate services company JLL. Spain’s capital of Madrid has 33 new hotels in the pipeline, half of them in the upscale segment, while Barcelona has about a dozen projects in the works. Planners will be able to take advantage of the Madrid hotel boom, as room rates in Madrid are expected to rise at half the pace of those in Barcelona in 2024, thanks to the hotel openings, according to a forecast by American Express Global Business Travel. The annual survey expects room rates in Madrid to rise by 4.5%, while prices in Barcelona will increase by 9% next year. “Barcelona, Madrid and Malaga are very success- ful because they are upscaling their offer here,” said Magi Castelltort, consul for tourism affairs at the Consulate General of Spain in New York. Post-pandemic there has been an emphasis on plan- ners preferring known, reliable partners which has benefit- ted some of the long-time well known established brands in Spain’s major MICE cities. More Growth Business travel in the Middle East and Africa (MEA) is strong. MEA business travel achieved 86% of its 2019 levels during 2022. Dubai Business Events (DBE), the city’s official convention bureau and part of the Department of Economy and Tourism, worked with partners and stakeholders to win 143 conferences, congresses, meetings and incentives in the first six months of 2023 for events that will take place over the coming years. The events are expected to bring over 94,000 additional visitors to the city. In the Americas, Panamá is promoting its MICE develop- ment with the recent inauguration of the Panama Convention Center in Panama City, with space for up to 23,000 guests. Panamá City offers approximately 20,000 hotel rooms, with another 10,000 more throughout the rest of the country. There are more than 11 hotels that have a convention center with a capacity of more than 1,000 people and Panamá can provide convention services for large corporate groups with around 800,000 sf in meeting spaces. According to Colombia’s Office of Immigration, more than 48,600 international travelers visited the country in the first quarter of 2023 for business and events — 32% more than in the same period in 2022. In terms of connectivity, 14 new international air routes were introduced in 2023, increasing Colombia’s connectivity with seven countries throughout the Americas and Europe. All this growth paints a rosy picture for hotels, restau- rants, vendors, travel, transportation, managements services, event technology, event marketing and promotion, and the rest of the events industry market, which serves as an incred- ible platform for people and businesses to host events that bring people together. C&IT Courtesy of Turespaña Ciudad de las Artes y las Ciencias, Valencia TheMeetingMagazines.com | Corporate & Incentive Travel | December 2023 25I n the last few years, hybrid meetings and events for corporations have become mainstream. Attendees from near and far have been enjoying the option of attending a gathering virtually, while experiencing all that these corporate events have to offer. Kimberly Gora is the founder of KG Event Agency, a nationally renowned firm specializing in hospitality event planning and consulting. During her 25+ years of working with leading corporate brands, she has had the experience to see an evolution of how today’s cor- porate meetings are being orchestrated. And hybrid meetings is one avenue that is taking the industry by storm. “Hybrid meetings are widespread today as they allow organizations the flexibility and inclusivity of all play- ers involved,” said Gora. “They offer an efficient format to communicate a main objective to a large audience within an attentive timeframe. Allowing participants to gather in a physical location together, while others join remotely using video conferencing allows for a great mix of in-person and virtual participation, facilitating collaboration among dis- tributed team members.” As Gora pointed out, not only are hybrid meetings effi- cient for people’s time, but they are also largely cost efficient by saving in areas such as travel, lodging and venue accom- modations. The company benefits from the structure by involving a variety of team members, including those who work from home or have more demanding schedules, while also promoting work-life balance for those associated. Lenny Talarico, CSEP, CHE, is the chief experience offi- cer for Lenny Talarico events, an event management and consulting firm. Talarico is also an industry speaker, former executive director of MGM Resorts Event Products, and long- time instructor at The International School of Hospitality. According to Talarico, hybrid usage for meetings has existed for several years; however, the pandemic certainly increased awareness and necessitated broader utilization for obvious reasons. Now companies continue to see a need to include a hybrid option in their event and meeting plan- ning process. “Hybrid meetings bring both advantages and challenges to meeting and event planning. On the positive side, they enable broader audience engagement, allowing participa- tion from individuals who may face barriers with in-per- son attendance,” Talarico said. “When well executed, they offer the benefit of flexibility to attendees with on-demand viewing and provide planners reach beyond sole real- time participation.” Environmentally, hybrid meetings contribute to an orga- nization’s sustainability goal by reducing the need for travel — saving on transit and lodging expenses. “However, there are drawbacks. Customized platforms and the digital network infrastructure to support hybrid meetings can incur substantial costs,” Talarico explained. Beyond convenience, a real concern is the loss of in- person human connection. How much and to what extent Let’s Get Digital BY MAURA KELLER Embracing the Whole Wide World of Hybrid Meetings INDUSTRY TRENDS 26 December 2023 | Corporate & Incentive Travel | TheMeetingMagazines.comremote attendees want to engage meaningfully with the actual content of the event remains questionable. According to Jamie Nance, executive coordinator at Acorn Growth Companies, hybrid meetings seems to be much more widespread today than ever before. “I think everyone can agree with me that the year 2020 is directly to blame and/or praise for that,” Nance said. For Nance and many of the events she coordinates for Acorn Growth Companies, the benefits of hybrid is simple: conve- nience, convenience, convenience. “If you’re feeling ill but still need to join that Zoom call to listen in; if you’re traveling but need to be updated on mov- ing pieces because you can’t be at the meeting in person; if you’re an introvert and don’t want to leave your cubicle for the meeting in the large and full conference room — the list goes on and on for the benefits of hybrid meetings. I don’t know many people that complain about the flexibility and convenience of them,” Nance said. And while there are still challenges with hybrid meet- ings, Nance sees fewer of them. The challenges she’s seen are mostly attendees refusing (or trying to refuse) to have a meeting remotely. She’s seen people of all ages have trouble with their logins, cameras and microphones during meet- ings. Another challenge is the team presence and the cama- raderie you get when you engage in an in-person meeting or event. For some, they need to be surrounded by their peers in person in order to share ideas and insights. “We’ve heard it before, ‘technology is a blessing and a curse,’ and this sentiment also applies to hybrid meetings,” Gora said. “A distant reach to a wide audience could create the need for quite an intricate plan which also leaves oppor- tunities for malfunctions or hiccups in technology.” DepositPhotos.com TheMeetingMagazines.com | Corporate & Incentive Travel | December 2023 27Engagement within the hybrid environment also becomes a challenge as motivating or encouraging those involved can be more difficult through a screen, while also not forgetting the balancing act of time zones and equipment. Trends in Hybrid Events We have come a long way with hybrid meetings since the early days of the pandemic. As Talarico explained, that really forced companies to pivot quickly and rethink their planning to either adopt existing platforms or to source and build new digital solutions suited to accommodate their specific needs. “Successful hybrid meetings require a huge amount of effort to ensure the technology being used delivers an engaging platform with clear communication,” Talarico said. “A dedicated technical support team using the highest-quality audiovisual equipment and enough network band- width to execute is what is required for a successful hybrid experience.” Often an uncontrollable aspect is the attendee’s own con- nectivity; however, as Talarico pointed out, nothing will turn off attendees faster than technical malfunctions from hybrid meeting producers themselves. Tech-savvy participants expect a seamless easy to use platform with access to con- tent some level of remote participation. Also, producers must provide a go-to source via chat or call-in number for tech- nical support should something go wrong during the event. “As a live producer, I have been exposed on several events to the details of incorporating hybrid as an option,” Talarico said. Some of the easiest and best solutions he’s seen have come from sources such as Cvent, Webex Events, Hopin and Zoom. “All of them have similarities and differences but can help create successful hybrid options,” Talarico said. “Per- sonally, many of the platforms developed during the pan- demic that included profuse amounts of “gamification” weren’t really my personal favorites or they came across as complicated to navigate and too ‘video-game-like’ for my personal taste.” Security is also paramount within the hybrid meetings environment. With the increased reliance on virtual meet- ing and event tools, there is as a growing awareness of the importance of security and privacy in the hybrid meetings ecosystem. Companies are investing in secure platforms, end-to-end encryption and other measures to protect attend- ees’ sensitive information. Techniques That Work Hybrid meetings have evolved along with our world — better technology, improved connectivity and increased emphasis on inclusivity and engagement. Add in our cur- rent economics, Gora stresses that they allow companies versatility in travel costs for allowing all team members to participate versus only being able to send a limited num- ber of attendees. As the hybrid meeting environment has evolved from when it first became mainstream, corporate meeting plan- ners have honed in on the key techniques that make hybrid meetings truly work: • Communicating clear guidelines for participation, including when and how remote attendees can engage or contribute throughout the event. • Making sure a facilitator manages the digital com- ponent of a hybrid event, managing discussions and ensuring all attendees, both remote and in-person have the opportunity to contribute, if permissible. • Establishing ground rules about muting microphones and using video to enhance remote attendee interac- tion and communication. • Creating breaks for both internal and remote attend- ees and gathering questions from remote attendees, as To ensure a successful hybrid experience, companies should have a dedicated technical support team using the highest-quality audiovisual equipment and enough network bandwidth. DepositPhotos.com 28 December 2023 | Corporate & Incentive Travel | TheMeetingMagazines.com Customized platforms and the digital network infrastructure to support hybrid meetings can incur substantial costs. LENNY TALARICO, CSEP, CHE Chief Experience Officer Lenny Talarico Eventsavailable. To help keep everyone engaged in the meet- ing or event, consider incorporating some interactive activities like icebreakers, polls or Q&A sessions for both remote and in-person attendees. • Collecting feedback from both remote and in-person attendees to learn what worked and what didn’t from both platforms. • Incorporating virtual reality and augmented real- ity to create immersive meeting experiences. You can also organize team-building exercises that work for both remote and in-person teams. This could include virtual escape rooms, online trivia or collab- orative challenges. • Using gamification techniques to help make hybrid corporate gatherings more engaging and fun. You can use badges and points for levels of participating or achievements throughout the meeting. In using this technology, corporate meeting planners need to obtain a solid understanding of audience needs in order to ensure inclusivity for the digital portion of a hybrid event. This may include visual or hearing disabilities, or lan- guage barriers. The best way to assess hybrid or digital audience needs is by conducting surveys. This can be included on the event website and in the registration confirmation communication. “Clear communication is a must from the organization. Everyone will be joining with a different level of technologi- cal comfortability,” Gora said. “Ensure all team members feel supported before the meet- ing gets started. Be on time and have support available through- out in case any individual challenges arise.” The organizer should also implement engagement oppor- tunities for both attendees in person and attendees at home. The meeting space itself can also appeal to those attending in person ensuring it is a wel- coming environment, structure is in place, and people know what’s on the agenda both at home and in person. Equal Access In this era of DEI, corporate event planners need to ask attendees whether they need reasonable accommodations during the sign-up process. They should also make sure the event offers closed-captioning and ASL interpreters, if needed, and that everyone has read and signed a code of con- duct before attending a virtual gathering. Meeting planners utilizing the digital/virtual event space as part of a hybrid program should consider the following: • Accessibility features including caption- ing and translation • Integrated chat and feedback functionality • A hand-raise function or the ability to queue ques- tions and comments • Multiple recording capabilities, including audio only, as well as audio and video • On-demand content (pre, during and post-event) • Preparing content in multiple ways including dia- grams, images and infographics • Short and legible content • Having speakers use direct, clear and concise lan- guage, as well as visual prompts • Using dyslexia-friendly text Evaluating What’s to Come Hybrid is here to stay. The convenience and cost-effec- tiveness now make it just another tool for meeting and event plan- ners. As Talarico pointed out, technology continues to develop enhanced video conferenc- ing tools along with VR and AI, which will play a role in future hybrid meeting experiences. “Organizations will continue to balance the needs between in-person and virtual atten- dance,” Talarico said. “All of this continues to transform the way we collaborate.” Of course, the beauty of a successful event is that every- one feels their time was valued. Corporate players often feel that they need to spend more time getting to know their teams. This allows the organization to greet everyone present, have breakout sessions online and in person that allow for group dialogues that not always have to revolve around a corporate conversation but around those present. “The adoption of hybrid meet- ings is expected to endure as a standard practice, propelled by advancements in technology addressing challenges, and organizations increasingly embracing flexibility and collabo- ration,” concluded Gora. “As much as in-person events have made a full come back, technology is here to stay and prog- ress the future of meetings.” C&IT Event organizers should include engagement opportunities for both in-person and remote attendees. DepositPhotos.com TheMeetingMagazines.com | Corporate & Incentive Travel | December 2023 29Next >