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The CVB &

the Future of the

Meetings Industry

Research conducted by Destination Analysts, Inc. for the

DMO industry in partnership with:

2019

Research Overview & Objectives 4

Methodology 5

Executive Summary 6

Meeting Planner Profiles 16

Measuring Success 23

Challenges 28

Looking Ahead 33

The Shared Economy 42

The Meeting Planner & the CVB 46

Rating the CVB Industry 64

Table of Contents

The use of the terms “Convention & Visitors Bureau,” or “CVB,” in

this report is purposeful. The 2017 edition of this study found that

95.6 percent of meeting planners had heard of Convention &

Visitors Bureaus (CVBs), compared to 70.7 percent who had heard

of “Destination Marketing Organizations (DMO)s.” In addition,

84.9 percent of meeting planners reported referring to these

organizations as Convention & Visitors Bureaus (CVB); meanwhile

just 7.7 percent said they used the DMO term. This continued to be

evidenced in our interviews with meeting planners in 2018 as well

as 2019, in which they used the term Convention & Visitors

Bureaus or CVBs to refer to these organizations.

Note on the Moniker Used in this Report

This report presents findings of a study of the meetings industry—specifically meeting planners’ assessment of the current state of the industry, feelings about the benefits and

challenges anticipated to be brought forth in the future, and the ideal functions and leadership of the CVB in the meeting planning process. This research was conducted by

Destination Analysts, Inc. in partnership with Destinations International and Miles Partnership.

The core objectives of this research are summarized below.

Research Overview & Objectives

• Develop a deeper understanding of the value CVBs can provide meeting planners

(across event types and sizes) based on current circumstances and anticipated changes

in the industry

• Examine metrics meeting planners use to evaluate and report the success of their

meetings and events

• Explore existing challenges in the industry and how the industry may evolve

• Benchmark the perceived performance of the CVB industry as a service provider to

meeting planners

• Identify recommendations for how the CVB and meeting planner best work together

towards the ultimate success of the destination and the event.

• Provide participating CVBs a benchmark of their meetings destination brand

performance

To address the objectives of this research an online survey of meeting planners was conducted. An invitation to take

this survey was sent via email to Destinations International’s list of meeting planner contacts, Destination Analysts’

meeting planner panel, and to meeting planner clients and prospects from participating CVBs. This allowed for the

ultimate sample collected to be representative of a full spectrum of meeting and event planners, including corporate,

association, and third-party planners, as well as those who plan for city-wides and those solely focused on self-

contained meetings. Respondents were screened for meeting planner responsibilities and/or destination decision

influence. Those meeting planners who completed the survey were provided a $25 Amazon.com e-gift card for their

participation. In total, 482 completed surveys were collected.

Findings from the survey were then explored in greater depth with a series of interviews of 13 meeting planners.

Again, a wide range of meeting planners were included in these interviews in order to maximize included perspectives.

These interviews were conducted via online video conference, moderated by Destination Analysts staff.

Methodology

Executive Summary

2019 Meeting Planner Profile

The 482 meeting planners surveyed for this research represent

a full spectrum of meeting and event planners with experience

in a variety of industries, including corporate (53.1%),

national/international association (41.3%), state/regional

association (21.0%), third-party planners (29.7%) and SMERF

planners (44.8%) including those who regularly plan meetings

and events for social, military, educational, religious and

fraternal organizations as well as government, non-profit,

sports, ethnic/multicultural and reunions.

Executive Summary

Measuring Meetings Success & Destination Selection

Nearly four in ten meeting planners surveyed reported Attendee Satisfaction as the most

important metric for measuring the success of a meeting (39.0%). In fact four of the top

five success metrics have to do with the ‘experience’ of the meeting such as satisfaction

and achieving meeting goals. Secondary to those experience metrics were factors

associated with profit and budgets such as the number of registrations. Thus, there is an

opportunity for CVBs to assist meeting planners in achieving success by curating and

delivering a strong meeting experience.

However, when asked to identify the most important attributes considered when

selecting the destination for an event, meeting planners most often selected hotel rates

(91.6%) and the overall cost of holding the meeting (91.2%) closely followed by logistical

factors such as geographic location (91.0%) and meeting facilities (90.8%). 0% 10% 20% 30% 40%

Number of sponsorships/exhibitors

Profit margin

Attendee registrations $

Cost savings negotiated

Staying within budget

The overall experience of themeeting

Achieving meeting goals

Client satisfaction

Number of attendee registrations

Attendee satisfaction

Experience metrics

Profit/Budget metrics

Question: Please think about how you most typically evaluate the success of the meetings or events you plan. Which of the following do you generally consider MOST IMPORTANT in measuring the success of a meeting or event?

Top Success Metrics—Ranked #1 or #2 Overall:

Executive Summary

Top Challenges to Successful Meetings

While attendee satisfaction is key to their success, meeting planners are currently feeling

most challenged by financial issues. Similar to the most important destination attributes,

staying within budget (32.8%) and negotiating cost savings (27.1%) were selected as the

biggest challenges facing meeting planners this year. When asked to identify the

challenges meeting planners encounter, client satisfaction and other factors around the

experience of the meeting were secondary to those focused on budget and cost.

In fact, expensive hotel rates (61.4%) and overall cost (56.6%) were the top reasons for

passing on a destination that was seriously considered and were selected by a majority of

meeting planners this year. This suggests that although meeting planners reported

measuring the success of their event by satisfaction and experience, when selecting a

destination they may be more receptive to CVB messaging around affordability.0% 10% 20% 30% 40%

Program content

Catering to diverse tastes amongstattendees

Food & beverage options

Client satisfaction

Identifying a centrally locateddestination

Attrition

Activities to make the programdifferent


Negotiating cost savings


Experience challenges

Profit/Budget challenges

Question: Think about the top challenges you commonly face in planning and executing a successful meeting. Please rank your top five challenges by clicking on a response option on the left and dragging it over to the appropriate space on the right.

Top Challenges—Ranked #1 or #2 Overall:

Executive Summary

Top Trends Affecting the Future of the Meetings Industry

The top two trends affecting the meetings industry that meeting planners saw improving

in the next three years were technology related: technology developed for meeting

planners (87.6% saw this as improving) and the use of data in decision making for

meetings (67.9% saw this as improving). When specifically naming issues that will most

impact the industry in the future, disruptive technology (22.3% up from 17.7% last year)

was the most common response. In fact, 60.8 percent of meeting planners agreed that

planners will increase their reliance on services that automate or digitize services used.

In addition to technology, trends around risings costs/budget issues are also top of mind

for meetings planners (20.2%). Client meetings budget (32.0%) and ability to negotiate

with hotels (35.5%) were the top two factors meeting planners expected to get worse in

the next three years.

Executive Summary

The Shared Economy & Peer to Peer Lodging

Use of Airbnb as a housing option—either by working directly with the company or simply

promoting the service—is up very slightly to 5.8% from 4.5% last year, and the proportion

very likely or certain to use it in the future has remained virtually the same (3.7%) year

over year. In total, 6.6 percent (up from 4.6% last year) of meeting planners specifically

named increased use of Airbnb by attendees as a trend they see as having amongst the

biggest impact on the meetings industry in the future and three in ten planners agreed

that CVBs should have a partnership or strong relationship with Airbnb.

Executive Summary

The Meeting Planner CVB Relationship

Usage of CVBs remains at strong levels—the typical planner has used 6.0 CVBs in the past

year (up from 5.6 last year)—with third party planners utilizing more than any other

planner type (10.7) and corporate planners the least (3.5).

Over half of meeting planners consider CVBs “very important” to the meetings industry

(60.4% up from 54.5% last year) and see them becoming more or much more important

to the industry in the future (51.6%). Eight in ten meeting planners surveyed agree or

strongly agree that CVBs are the most expert resource on their destination (81.1%) and

78.6 percent of planners report regularly accessing CVB resources when researching

destinations in which to hold meetings or events.

Executive Summary

CVB Services and Resources

In an open-ended question, “general destination expertise” was the top cited association

meeting planners had with CVBs this year (similar to last year) (57.9%) with the next most

common association being organizing site visits written in by a quarter of planners

(25.5%).

However, when given a preset list of CVB services and asked which were most important

to planners, 40 percent or more selected personalized hotel selection assistance (47.9%),

incentive packages to hold your meeting/event in their city/destination (44.0%), RFP

distribution (42.1%) and personalized venue selection assistance (40.5%). This shows a

strong opportunity to educate meeting planners on the variety of all CVB services and

benefits available to them.

Executive Summary

Opportunities to Improve

CVBs have an opportunity to educate meeting planners who already have experience in

their destination as they reported being 20.9 percent less likely to reach out to a CVB than

those planners who have no past experience in the destination. To accomplish this, CVBs

can capitalize on the opportunity to adopt more of an account manager mentality versus

a traditional sales role as 69.9 percent of planners said this would make them more likely

to use CVBs in the future.

When asked to identify the ways CVBs could improve or provide more benefits to meeting

planners, a majority of planners agreed that national hotel sales offices should work

closely with CVBs (81.9%) and that CVBs should play an active role in negotiating or

determining revenue structures (68.2%).

About This Report

• The aggregate total is shown in the chart on the left

• On the right, a data table shows the findings broken out by meeting planner type:

1. Corporation

2. Third-Party

3. Association

4. SMERF

In the remainder of this report, data from the survey findings is presented as follows:

This section of the report summarizes the key professional characteristics of the meeting planners in this study

Decision-Making Responsibility

Which best describes you? (Select one) Base: 482 Completed Surveys

0.4%

3.5%

4.4%

7.1%

29.7%

55.0%

0% 20% 40% 60%

I am not regularly involved in the planning of meetings and/or events

I work for an association management company

Others in my organization are meeting planners, but I am involved inthe planning decisions

I am a volunteer planner for my organization/group

I am a third-party meeting and events planner

I plan meetings exclusively for the business entity by which I amemployed

Types of Business/Groups

Which types of groups do you most typically plan meetings for? Base: 482 Completed Surveys

0.8%

4.1%

4.6%

4.8%

5.8%

7.7%

8.5%

8.5%

8.9%

14.3%

18.5%

20.1%

21.0%

41.3%

53.1%

0% 20% 40% 60%

NONE OF THE ABOVE

Fraternal organizations

Military reunions

Family reunions

Ethnic/Multicultural groups or associations

School groups

Religious organizations

Sports groups or sporting organizations

Hobby—Social organizations

Government

Non-profit—Charity

International Association

State or Local Association

National or Regional Association

Corporate—Private sector businesses

Role in Destination Selection

Which best describes your role in selecting the destination for the meetings planned by you and/or your organization? Base: 482 Completed Surveys

CORP. 3RD PARTY ASSOC. SMERF

I am the sole decision maker on the destinations we select

9.8% 2.8% 7.4% 5.1%

I share the destination decision making responsibility with others in my

organization or company41.4% 14.0% 29.4% 35.6%

I share the destination decision making responsibility with my clients/board of

directors33.6% 62.9% 42.6% 38.9%

I share the destination decision making responsibility with others in my

organization or company as well as with our clients/board of directors

9.0% 11.2% 15.1% 15.3%

I have no part in the destination decision 6.3% 9.1% 5.5% 5.1%

4.1%

13.5%

31.5%

41.5%

9.3%

0% 20% 40% 60%

I have no part in the destination decision

I share the destination decision makingresponsibility with others in my

organization or company as well as withour clients/board of directors.

I share the destination decision makingresponsibility with my clients/board of

directors

I share the destination decision makingresponsibility with others in my

organization or company

I am the sole decision maker on thedestinations we select

Types of Meetings

Which best describes the types of meetings/events you most typically plan? (Select all that apply) Base: 482 Completed Surveys


Annual meetings 77.7% 83.9% 85.7% 75.0%

Business meetings/board meetings 78.1% 80.4% 72.1% 68.5%

Conventions with exhibits, general sessions and/or meetings

54.7% 65.7% 63.6% 55.1%

Seminars or educational meetings 47.3% 52.4% 53.3% 54.2%

Board/other organizational retreats 40.2% 51.7% 45.6% 42.1%

Networking/corporate social events 34.8% 25.2% 25.4% 25.0%

Trade shows with exhibits 28.9% 33.6% 26.8% 24.5%

Incentive trips 38.7% 42.0% 20.2% 21.8%

Team-building 28.9% 18.2% 13.2% 19.0%

Special events (i.e. festivals) 18.4% 16.1% 15.1% 20.4%

Reunion events 8.2% 12.6% 8.1% 19.0%

Product reveals 13.7% 13.3% 6.6% 7.9%

Athletic events 10.5% 11.2% 8.8% 11.1%

Consumer shows 10.5% 7.7% 5.5% 5.1%

School trips 2.3% 3.5% 2.9% 5.1%

Other 3.1% 2.8% 3.7% 4.6%

3.5%

2.3%

5.8%

6.6%

7.5%

8.9%

14.9%

18.7%

21.6%

21.6%

26.8%

38.0%

49.0%

52.1%

68.0%

76.6%

0% 20% 40% 60% 80% 100%

Other

School trips

Consumer shows

Athletic events

Product reveals

Reunion events

Special events (i.e. festivals)

Team-building

Incentive trips

Trade shows with exhibits

Networking/corporate social events

Board/other organizational retreats

Seminars or educational meetings

Conventions

Business meetings/board meetings

Annual meetings

Industries of Experience

Which of the following industries do you have experience planning meetings or events for? (Select all that apply) Base: 482 Completed Surveys


Education 36.3% 57.3% 53.3% 51.9%

Medical 32.4% 44.1% 37.1% 35.6%

Software/Technology 35.5% 44.1% 27.2% 25.9%

Financial 38.7% 40.6% 23.2% 23.6%

Science/Engineering 17.2% 22.4% 21.3% 17.6%

Manufacturing 22.3% 23.1% 14.0% 12.5%

Pharmaceutical 19.5% 25.9% 14.3% 14.4%

Food & Beverage 21.5% 25.2% 12.1% 15.3%

Insurance 19.9% 25.2% 16.5% 16.7%

Advertising/Marketing 12.1% 14.7% 10.3% 12.0%

Agriculture 10.5% 15.4% 11.4% 11.6%

Telecommunications 10.9% 11.9% 10.3% 9.3%

Automotive 9.8% 14.0% 9.9% 8.3%

7.7%

7.9%

8.3%

8.7%

13.1%

13.5%

13.5%

14.1%

15.4%

24.1%

24.1%

28.4%

38.4%

0% 20% 40% 60%

Automotive

Telecommunications

Agriculture

Advertising/Marketing

Insurance

Pharmaceutical

Food & Beverage

Manufacturing

Science/Engineering

Software/Technology

Financial

Medical

Education

Typical Meetings Sizes

How large are the meetings you typically plan (in peak room nights?) Base: 482 Completed Surveys


1-100 Peak Room Nights 31.6% 37.8% 39.7% 46.3%

101-250 Peak Room Nights 68.0% 66.4% 59.9% 69.4%

251-500 Peak Room Nights 56.6% 68.5% 56.6% 51.4%

510-1000 Peak Room Nights 46.5% 50.3% 42.3% 39.4%

1001-2000 Peak Room Nights 23.4% 35.0% 26.1% 22.2%

More than 2000 Peak Room Nights

11.3% 14.0% 11.4% 10.6%

38.8%

64.1%

50.8%

39.4%

20.5%

9.8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

1-100 PeakRoom Nights

101-250Peak Room

Nights

251-500Peak Room

Nights

510-1000Peak Room

Nights

1001-2000Peak Room

Nights

More than2000 Peak

Room Nights

This section of the report examines the metrics meeting planners use to evaluate their success, and relatedly, how destination decisions are made

Meeting Success Metrics—Overall

Please think about how you most typically evaluate the success of the meetings or events you plan. Which of the following do you generally consider MOST IMPORTANT in measuring the success of a meeting or event? Please rank your top five. Base: 482 Completed Surveys

TOP TWO BOX SCORE CORP. 3RD PARTY ASSOC. SMERF

Attendee satisfaction 37.5% 31.5% 37.1% 40.7%

Number of attendee registrations 18.8% 22.4% 34.9% 25.9%

Client satisfaction 35.2% 49.0% 25.7% 28.7%

Achieving meeting goals 28.5% 24.5% 24.6% 23.1%

The overall experience of the meeting 22.7% 17.5% 12.9% 19.0%

Staying within budget 15.2% 6.3% 15.4% 15.7%

Cost savings negotiated 9.8% 15.4% 9.6% 13.0%

Dollar amount as a result from attendee registrations

5.1% 4.2% 7.4% 3.2%

Profit margin 6.3% 5.6% 8.5% 5.6%

Number of sponsorships/exhibitors 3.9% 7.0% 7.4% 4.6%

Sponsor/exhibitor satisfaction 3.5% 2.8% 3.7% 5.1%

Sold out room block 2.7% 4.2% 3.7% 5.1%

Dollar amount as a result from sponsorships/exhibitors

4.3% 5.6% 4.4% 3.7%

Overall economic impact generated for the host city/destination

2.0% 0.7% 1.8% 1.4%

Media/trade/press coverage on event 0.4% 0.0% 0.0% 0.5%

Social media engagement and mentions 0.0% 0.0% 0.0% 0.0%

Other 0.8% 0.7% 0.7% 0.9%

7.9%

9.1%

14.3%

15.8%

20.3%

17.8%

8.7%

9.3%

10.4%

9.8%

9.5%

21.2%

0% 10% 20% 30% 40%

Other

Media/trade/press coverage on event

Social media engagement and mentions

Overall economic impact

Sponsorships/exhibitors $

Sold out room block

Sponsor/exhibitor satisfaction

Number of sponsorships/exhibitors

Profit margin

Attendee registrations $

Cost savings negotiated


The overall experience of the meeting

Achieving meeting goals

Client satisfaction

Number of attendee registrations


Ranked #1 Ranked #2

(2.7%, 6.2%)

(1.9%, 4.6%)

(3.9%, 2.3%)

(1.0%, 5.2%)

(0.4%, 3.7%)

(0.8%, 2.9%)

(1.5%, 2.1%)

(1.0%, 0.6%)

(1.2%, 0.0%)

(0.2%, 0.0%)

(0.0%, 0.2%)

Meeting Success Metrics: Top 5 By Planner Type

Please think about how you most typically evaluate the success of the meetings or events you plan. Which of the following do you generally consider MOST IMPORTANT in measuring the success of a meeting or event? RANK THE TOP FIVE? Base: 482 Completed Surveys

Corporate Planners Third-Party Planners Association Planners SMERF Planners

Attendee satisfaction 37.5%

Client satisfaction 35.2%

Achieving meeting goals 28.5%

The overall experience of the meeting 22.7%

Number of attendee registrations 18.8%

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Staying within budget 15.4%

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Achieving meeting goals23.1%


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Importance of Destination Attributes—Overall

In general, how important are each of the following in determining the destination in which you hold your meetings? Base: 482 Completed Surveys


Hotels – quality 95.3% 96.5% 93.0% 93.0%

Hotels – rates 91.3% 95.1% 95.2% 91.1%

Overall cost of holding meeting in destination

89.7% 95.1% 95.6% 93.0%

Geographic location 92.1% 95.1% 91.1% 89.7%

Meeting facilities 91.7% 95.1% 91.9% 91.1%

Safety 86.6% 89.5% 89.6% 87.8%

Good past experience with destination 82.6% 88.1% 82.2% 81.7%

Popularity of destination with attendees 81.0% 88.1% 83.3% 78.9%

Destination amenities (restaurants, entertainment, etc.)

80.6% 83.9% 79.3% 75.1%

Airport facilities and lift 77.1% 79.0% 74.4% 70.4%

Food & Beverage Offerings 78.7% 76.2% 74.8% 73.2%

Walkability 68.0% 69.2% 75.2% 69.0%

Client preference 78.7% 95.1% 71.9% 75.6%

Weather 71.5% 67.1% 67.4% 63.8%

Availability of 4 and/or 5 star hotels 69.2% 69.9% 57.8% 54.5%

Incentives 59.7% 69.9% 56.7% 58.2%

Street scene/vibe 46.2% 45.5% 46.3% 43.2%

Service provided by CVB?DMO 40.3% 55.2% 49.3% 50.7%

Relaxing ambiance 46.6% 44.8% 43.7% 47.4%

Ease of working with unions 44.3% 53.1% 44.1% 36.6%

Popularity of destination with exhibitors 39.9% 49.0% 40.4% 39.4%

Contains a convention center 14.2% 13.3% 17.8% 12.2%

Sports venues/sporting event facilities 16.6% 12.6% 8.5% 11.7%

10.9%16.1%

35.4%39.8%42.6%42.8%44.9%

54.5%57.0%

65.6%68.1%70.9%73.0%73.2%

76.3%79.5%80.5%

86.6%90.8%91.0%91.2%91.6%

0% 20% 40% 60% 80% 100%

Sports venues/sporting event facilities

Contains a convention center

Popularity of destination with exhibitors

Ease of working with unions

Relaxing ambiance

Service provided by CVB/DMO

Street scene/vibe

Incentives

Availability of 4 and/or 5 star hotels

Weather

Client preference

Walkability

Food & Beverage Offerings

Airport facilities and lift

Destination amenities

Popularity of destination with attendees

Good past experience with destination

Safety

Meeting facilities

Geographic location


Hotels – rates

Importance of Destination Attributes: Top 5 by Planner Type

In general, how important are each of the following in determining the destination in which you hold your meetings? Base: 482 Completed Surveys


Hotels – quality 95.3%

Geographic location 92.1%

Meeting facilities 91.7%

Hotels – rates 91.3%

Overall cost of holding meeting in destination 89.7%

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Client preference 95.1%

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This section of the report examines meeting planners’ current challenges in executing a successful meeting

5.2%

8.7%

9.1%

10.2%

10.6%

14.7%

18.3%

3.9%

5.8%

7.9%

9.8%

9.5%

12.4%

14.5%

0% 10% 20% 30% 40%

Other

Estimating economic impact

Sponsor/exhibitor satisfaction

Profit

Accomplishing meeting goals

Airlift

Program content

Catering to diverse tastes amongst attendees

Food & beverage options

Client satisfaction

Identifying a centrally located destination

Attrition

Activities to make the program different


Negotiating cost savings


Ranked #1 Ranked #2

Top Meeting Planner Challenges

Now please think about the top challenges you commonly face in planning and executing a successful meeting. Please rank your top five challenges. Base: 482 Completed Surveys

TOP 2 BOX SCORE CORP. 3RD PARTY ASSOC. SMERF

Staying within budget 32.0% 34.3% 34.6% 36.6%

Negotiating cost savings 24.6% 24.5% 29.8% 26.9%

Attendee satisfaction 18.0% 14.7% 19.1% 16.7%

Activities or other ways to make the program different or exciting

22.7% 18.9% 18.8% 16.7%

Attrition 20.3% 25.9% 16.9% 17.6%

Identifying a centrally located destination

12.1% 8.4% 12.9% 16.7%

Client satisfaction 12.1% 16.8% 8.1% 11.6%

Food & beverage options 9.0% 12.6% 8.1% 11.6%

Catering to diverse tastes amongst attendees

8.6% 9.1% 8.5% 7.9%

Program content 7.0% 5.6% 8.8% 6.9%

Airlift 10.5% 10.5% 8.1% 7.9%

Accomplishing meeting goals 6.6% 2.1% 5.1% 5.6%

Profit 5.5% 4.2% 7.4% 6.9%

Sponsor/exhibitor satisfaction 4.7% 6.3% 7.7% 4.2%

Estimating/Communicating the overall economic impact to the

host city/destination2.0% 2.1% 1.8% 2.8%

Other 0.8% 1.4% 2.2% 0.9%

(3.5%, 5.6%)

(3.1%, 5.4%)

(3.1%, 5.4%)

(4.6%, 3.3%)

(2.5%, 4.8%)

(2.1%, 3.5%)

(1.7%, 3.7%)

(1.5%, 0.4%)

(1.2%, 0.6%)

Top 5 Meeting Planner Challenges

Now please think about the top challenges you commonly face in planning and executing a successful meeting. Please rank your top five challenges. Base: 482 Completed Surveys



Negotiating cost savings 24.6%

Activities or other ways to make the program different or exciting 22.7%

Attrition 20.3%


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Attrition 25.9%




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Attrition 16.9%

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Attrition 17.6%



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Reasons for Passing on a Considered Destination—Overall

Please think about the destinations you seriously considered but did not select for meetings that you planned in the past 2 years. Which of the following were reasons that a destination you considered was not selected for a meeting? Base: 482 Completed Surveys


Expensive hotel rates 54.7% 64.3% 68.4% 66.2%

Overall cost of holding meeting in destination 51.6% 58.0% 62.9% 58.3%

Availability of meeting facilities 37.9% 39.2% 42.3% 40.7%

Limited airport facilities and lift 42.6% 43.4% 40.8% 40.3%

Distance/geographic location 34.4% 35.7% 39.3% 35.2%

Low popularity of destination with attendees 33.2% 42.0% 37.1% 37.5%

Quality of meeting facilities 29.3% 31.5% 33.1% 37.0%

Client preference 36.7% 53.1% 31.3% 34.7%

Quality of hotels 33.6% 32.9% 28.7% 29.6%

Destination brand perception issues 26.2% 37.1% 30.9% 27.8%

Limited walkability in the destination 18.0% 21.0% 27.6% 27.3%

Poor customer service from hotel sales staff 25.4% 27.3% 27.2% 29.2%

Limited destination amenities (restaurants, entertainment, etc.)

21.1% 21.0% 22.4% 24.1%

Safety 20.7% 21.7% 23.2% 20.8%

Poor past experience with destination 22.7% 26.6% 22.8% 25.9%

Weather 23.0% 27.3% 23.2% 21.8%

Challenges of working with unions 18.0% 18.9% 15.4% 12.0%

Ambiance of the destination did not fit the meeting 16.4% 16.1% 16.5% 13.4%

Limited availability of 4 and/or 5 star hotels 18.0% 17.5% 14.0% 13.0%

The destination’s CVB did not offer incentives 7.0% 12.6% 11.4% 11.1%

Poor customer service from Convention & Visitors Bureau

7.8% 7.7% 8.5% 8.8%

Low popularity of destination with exhibitors 7.4% 9.1% 10.3% 7.9%

Street scene/vibe 6.6% 4.9% 9.6% 4.6%

Lack of a convention center 2.7% 3.5% 5.1% 3.2%

Limited services provided by Convention & Visitors Bureau

4.3% 4.2% 5.5% 5.1%

NONE OF THE ABOVE 3.1% 0.0% 2.2% 3.7%

2.1%3.9%4.4%

7.3%7.7%8.1%8.5%

13.3%15.1%15.4%

19.7%19.7%20.1%21.8%23.2%24.3%25.5%

28.4%29.0%30.7%32.4%

38.0%40.5%42.1%

56.6%61.4%

0% 20% 40% 60% 80%

NONE OF THE ABOVE

Limited services provided by CVB

Lack of a convention center

Street scene/vibe

Low popularity of destination with exhibitors

Poor customer service from CVB

The destination’s CVB did not offer incentives

Limited availability of 4 and/or 5 star hotels

Ambiance of the destination

Challenges of working with unions

Poor past experience with destination

Weather

Safety

Limited destination amenities

Poor customer service from hotel sales staff

Limited walkability in the destination

Destination brand perception issues

Quality of hotels

Client preference

Quality of meeting facilities

Low popularity of destination with attendees

Distance/geographic location

Limited airport facilities and lift

Availability of meeting facilities


Expensive hotel rates

Top 5 Reasons for Passing on a Considered Destination (by Planner)



Expensive hotel rates 54.7%


Limited airport facilities and lift 42.6%

Availability of meeting facilities 37.9%


12345





Low popularity of destination with attendees 42.0%

12345





Distance/geographic location 39.3%

12345





Low popularity of destination with attendees 37.5%

12345


Association Planners SMERF Planners

Expensive hotel rates (61.2%)

Overall cost (61.2%)

Distance / geographic location (46.9%)

Availability of meetings facilities (42.9%)

Limited airport facilities and lift (34.7%)

1

2

3

4

5

Expensive hotel rates (59.6%)

Overall cost (57.3%)

Availability of meetings facilities (41.0%)

Distance / geographic location (39.8%)

Low popularity with attendees (34.4%)

1

2

3

4

5

Reasons for Passing on a Considered Destination

This section of the report examines how meeting planners’ feel about the future of the meetings industry and the potential changes ahead—both positive and negative

Top-of-Mind Trends Impacting the Industry (OPEN-ENDED QUESTION)

What trends do you see having the biggest impact on the meetings industry in the future? Please briefly describe below. Base: 482 Completed Surveys

0.3%

0.3%

0.3%

0.3%

0.9%

1.2%

1.5%

1.8%

2.1%

2.1%

2.7%

4.5%

4.5%

6.6%

7.2%

10.2%

10.8%

20.2%

22.3%

0% 10% 20% 30%

Demand for latest technology

Attendance issues (volitility, predictability, time constraints, declines)

Lack of direct flights

Shorter lead times

Travel restrictions

Attrition/room block issues - Attendees shopping for hotel rates

Green - eco friendly meetings (demand for)

Demand for more services/creativity/innovation in meetings

Safety - security issues

Attendees expectations - More bang for buck, personal ROI

Hotel availability

Pressure on commissions

Virtual meetings -Remote connectivitiy

Attrition/room block issues - Increased use of AirBnB

Economic uncertainty

Political-related issues/problems

Mergers - Decreased leverage - bargaining power

Rising costs - budget issues

Changing technology - technology disrupting industry

59.1%47.7%

32.0%

-22.8%-30.5% -30.3%

21.8%

14.9%

3.9%

-1.7%-1.5% -5.2%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

Thinking about the future of the meetings industry, in the next 3 years, how do you expect the following factors related to the meetings industry to change (if at all)? Base: 482 Completed Surveys

Expected Changes in Meetings Industry (Next 3 Years)

Thinking about the future of the meetings industry, in the next 3 years, how do you expect the following factors related to the meetings industry to change (if at all)? Base: 482 Completed Surveys

Expected Changes in Meetings Industry (continued)

Expected to improve "a lot"

or "somewhat"

Total Answering

CORP.3RD

PARTYASSOC. SMERF

Technology developed for meeting planners

80.9% 80.1% 90.2% 84.6% 82.4%

The use of data in decision making for meetings

62.7% 66.8% 58.7% 60.3% 61.6%

The professional perception of meeting planners

35.9% 38.3% 40.6% 34.2% 39.4%

The ability to calculate/demonstrate the economic impact of meetings on

the city they are held in35.3% 37.1% 42.7% 34.9% 42.6%

Attendance figures at meetings 33.6% 33.2% 36.4% 36.8% 31.9%

The number/volume of meetings held

31.5% 38.7% 38.5% 26.8% 31.9%

Meeting planners’ ability to negotiate with hotels

28.2% 27.0% 26.6% 26.8% 31.5%

Attendee pickup of the room block 17.6% 18.8% 20.3% 20.2% 20.4%

Client/meetings budget 15.8% 17.6% 20.3% 13.6% 15.7%

Expected to get "somewhat"

or "much" worse

Total Answering

CORP.3RD

PARTYASSOC. SMERF

Meeting planners’ ability to negotiate with hotels

35.5% 36.3% 45.5% 40.1% 32.9%

Client/meetings budget 32.0% 32.4% 31.5% 34.6% 31.0%

Attendee pickup of the room block

24.5% 23.8% 28.0% 29.4% 20.4%

Attendance figures at meetings 16.8% 13.3% 14.7% 16.9% 15.3%

The number/volume of meetings held

12.7% 11.7% 9.8% 13.6% 15.3%

The ability to calculate/demonstrate the

economic impact of meetings on the city they are held in

7.9% 7.0% 5.6% 6.6% 7.4%

The professional perception of meeting planners

4.8% 5.9% 7.0% 5.1% 5.6%

Technology developed for meeting planners

2.7% 2.3% 0.7% 1.8% 3.2%

The use of data in decision making for meetings

2.1% 2.0% 2.1% 2.9% 2.3%

Meeting Planners will Increase their Reliance on

Automated or Digitized Services

Please state your general level of agreement with each of the following statement: Meeting planners will increase their reliance on services that automate or digitize the services they need. Base: 482 Completed Surveys


Strongly Agree 20.3% 13.3% 14.0% 16.2%

Agree 39.5% 44.1% 44.1% 47.2%

Neutral 29.3% 28.7% 29.0% 25.0%

Disagree 7.0% 8.4% 8.1% 6.0%

Strongly Disagree 0.0% 0.7% 0.7% 0.5%

Don't know/Not applicable

3.9% 4.9% 4.0% 5.1%

Strongly Agree, 18.5%

Agree, 42.3%

Neutral, 27.4%

Disagree, 6.2%

Strongly Disagree, 0.6%

Don't know/Not applicable, 5.0%

“Technology - you'd better keep up or you will be obsolete.

“Analytics reporting, event

apps, gamification.”

“Technology: people want to see the venues

and be able to compare then side by side.”

“New tools to aide both event

planners and attendees”

“Data will give planners

better decision-making

ability.”

“Technology exploding faster

than we can keep up with and

engaging clients and prospects

when they have so many

choices of events to attend”

In their Words: Trends With Biggest Impact—Technology

“Mobile apps they help attendees and

planners by making spreading the word

so much easier.”

“Technology allowing for more content to

be shared among attendees”

“Technology will have the biggest impact. Everything from using apps to

book meetings without contacting a sales person to onsite meeting apps.

Every year there are new and exciting technology advances for the

meeting industry, I feel this will only continue to improve.”

“Apps and data driven planning.”

In their Words: Trends With Biggest Impact—Applications

“Attendees using technology more to access

meetings virtually.”

“Technology- being able to stream meetings live or watch

meetings after they happen via the internet.”

“Increase in virtual meetings decreasing attendance

and need for in-person meetings.”

“Live streaming & on demand will become much more prevalent due to

decreasing costs & more competition & improving technologies”

In their Words: Trends With Biggest Impact—Virtual Meetings

“More attendees reserving short-term

housing rentals (Airbnb) vs. hotel rooms.”

“Housing/Airbnb, technology either

helping or hurting meeting attendees.”

“I see large first tier cities having room

block drops due to Airbnb and lower rates

offered outside the block.”

“Airbnb getting into the part of selling

rooms for groups.”

In their Words: Trends With Biggest Impact—Airbnb

This section of the report examines the current state of the shared economy in the meetings industry and its likely impact in the future

Use of Airbnb

Have you used and/or worked with Airbnb to fill your housing needs for any meetings or events? Base: 482 Completed Surveys


Yes—I worked directly with Airbnb on housing solutions/options

3.1% 0.0% 0.4% 2.3%

Yes—I used or promoted Airbnb as a housing option to attendees but did not work directly with the company to do so

3.5% 2.1% 2.9% 4.2%

No—I considered it but didn’t pursue 17.6% 22.4% 16.2% 19.0%

No—I have not used Airbnb for housing for my meetings nor considered it

75.8% 75.5% 80.5% 74.5%

Yes—I worked directly with Airbnb on housing

solutions/options, 2.1%

Yes—I used or promoted Airbnb as a housing option to attendees but did not work

directly with the company to do so, 3.7%

No—I considered it

but didn’t pursue, 16.6%

No—I have not used Airbnb for housing for my meetings

nor considered it, 77.6%

Likelihood of Using Airbnb as a Housing Solution (Next 2 Years)

How likely are you to use or work with Airbnb for housing solutions for the meetings and events you plan in the next 2 years? Base: 482 Completed Surveys


Certain 0.8% 0.0% 0.0% 0.9%

Very likely 4.3% 0.7% 2.2% 3.2%

Likely 5.9% 7.7% 5.9% 7.4%

Neutral—neither likely nor unlikely

32.4% 38.5% 31.3% 32.4%

Unlikely 16.8% 17.5% 15.1% 13.9%

Very Unlikely 24.6% 21.0% 27.9% 27.3%

Definitely will not 15.2% 14.7% 17.6% 14.8%16.8%

26.8%

16.2%

30.9%

5.6%

3.1%

0.6%

0% 20% 40% 60%

Definitely will not

Very Unlikely

Unlikely

Neutral—neither likely nor unlikely

Likely

Very likely

Certain

CVBs Should Have a Strong Partnership with Airbnb

Please state your general level of agreement with each of the following statement: CVBs/DMOs should have a partnership or strong relationship with Airbnb. Base: 482 Completed Surveys


Strongly Agree 9.8% 4.9% 4.8% 8.3%

Agree 23.8% 23.1% 25.7% 23.6%

Neutral 38.7% 46.2% 41.2% 42.1%

Disagree 11.3% 11.2% 11.0% 8.8%


Don't know/Not applicable

12.1% 9.8% 12.5% 13.4%


Agree, 25.1%

Neutral, 39.8%

Disagree, 9.3%



This section of the report examines the current state of the relationship between CVBs and meeting planners and explores ways this partnership can be strengthened in the future

Destination Research Practices

In general, which of the following resources do you regularly access when researching destinations in which to hold meetings or events? Base: 482 Completed Surveys

CORP.3RD

PARTYASSOC. SMERF

ANY CVB - DMO Resource 72.3% 85.3% 88.6% 83.8%My experience planning meetings in various cities 66.8% 71.3% 65.8% 65.7%

Contact at the Convention & Visitors Bureau/Destination Marketing Organization

44.9% 66.4% 64.7% 61.6%

Word of mouth - advice from colleagues or other planners

52.3% 49.0% 51.5% 52.8%

Convention & Visitors Bureau/Destination Marketing Organization hosted event(s) participated in (including

FAM tours)50.4% 69.9% 62.1% 62.0%

Website of the Convention & Visitors Bureau/Destination Marketing Organization

40.6% 41.3% 51.5% 49.1%

General Internet search 43.4% 34.3% 41.2% 40.7%CVENT 50.4% 61.5% 34.6% 33.8%

Hotel corporate sales office 34.8% 34.3% 39.0% 30.6%Hotel local sales office 28.5% 26.6% 28.7% 29.6%

Meeting Planner Guide published by Convention & Visitors Bureau

25.4% 24.5% 28.7% 31.0%

Trade magazines or other trade publications 19.5% 16.8% 19.5% 17.6%Third party independent planning companies 19.9% 20.3% 15.1% 17.6%

Travel magazines and/or travel magazine websites (Conde Nast Traveler, Travel + Leisure, etc.)

17.2% 16.8% 15.1% 16.7%

Printed official visitor guides 10.2% 4.9% 9.6% 10.2%Trade websites (MPIWeb.org, etc.) 12.5% 7.0% 9.6% 7.4%

Social media websites (Facebook, LinkedIn, etc) 10.5% 7.7% 8.5% 10.6%Other third party event management software 7.4% 9.1% 5.5% 6.0%

STAR Service Online 2.0% 2.8% 1.5% 1.4%STARCITE 2.0% 0.7% 0.4% 0.9%

NONE OF THESE 1.2% 0.0% 0.7% 0.9%

1.0%

1.0%

1.0%

5.4%

8.9%

9.8%

10.2%

14.7%

15.1%

18.7%

26.1%

28.8%

34.6%

35.7%

42.7%

46.3%

51.7%

52.9%

53.3%

65.1%

78.6%

0% 20% 40% 60% 80% 100%

NONE OF THESE

STARCITE

STAR Service Online

Other third party event management software

Social media websites (Facebook, LinkedIn, etc)

Trade websites (MPIWeb.org, etc.)

Printed official visitor guides

Travel magazines and websites

Third party independent planning companies

Trade magazines or other trade publications

Meeting Planner Guide

Hotel local sales office

Hotel corporate sales office

CVENT

General Internet search

Website of the CVB/DMO

CVB/DMO hosted event(s) participated in

Word of mouth

Contact at the CVB/DMO

My experience planning meetings in various cities

ANY CVB - DMO Resource

Destination Research Practices—Top 5 by Planner Type

In general, which of the following resources do you regularly access when researching destinations in which to hold meetings or events? Base: 482 Completed Surveys


ANY CVB/DMO Resource 72.3%

My experience planning (66.8%)

Word of mouth 52.3%

CVB/DMO hosted event(s) 50.4%

CVENT 50.4%

12345


My experience planning 71.3%


Contact at the CVB/DMO 66.4%

CVENT 61.5%

12345





Word of mouth 51.5%

12345





Word of mouth 52.8%

12345

15.1%

11.4%

13.9%

11.8%

6.6%

7.3%

6.6%

2.3%

3.3%

1.5%

20.1%

0% 10% 20% 30%

0

1

2

3

4

5

6

7

8

9

10 or more

CVBs Used (Past 12 Months)

How many different CVBs/DMOs have you contacted for any assistance planning your meetings or events in the PAST 12 MONTHS? Base: 482 Completed Surveys

Mean = 6.0

Mean Scores by Type

Third-party Planners

Association Planners

SMERF Planners

Corporate Planners

10.7

5.1

3.5

4.9

The CVB is the Destination Expert

Please state your general level of agreement with each of the following statement: The CVB/DMO is the most expert resource on their destination Base: 482 Completed Surveys


Strongly Agree44.1% 55.2% 52.6% 46.8%

Agree34.8% 35.0% 33.8% 34.3%

Neutral12.5% 6.3% 7.0% 10.6%

Disagree1.6% 0.7% 0.4% 0.9%

Strongly Disagree1.6% 2.1% 2.6% 2.8%

Don't know/Not applicable5.5% 0.7% 3.7% 4.6%


Agree, 33.2%

Neutral, 10.6%

Disagree, 1.2%



Importance of CVBs to Meetings Industry

In terms of their overall importance to the meetings industry, how important are DMOs/CVBs? Base: 482 Completed Surveys

CORP.3RD

PARTYASSOC. SMERF

Very important 54.3% 69.9% 68.0% 62.0%

Somewhat Important 32.4% 25.2% 27.6% 30.1%

Neither important nor unimportant

9.4% 0.7% 2.2% 6.0%

Mostly unimportant 2.7% 2.8% 1.1% 0.9%

Totally unimportant 1.2% 1.4% 1.1% 0.9%1.0%

1.7%

7.5%

29.5%

60.4%

0% 20% 40% 60% 80%

Totally unimportant

Mostly unimportant

Neither important norunimportant

Somewhat Important

Very important

0.4%

3.5%

44.4%

34.4%

17.2%

0% 20% 40% 60%

Much less important

Less important

Neither more nor lessimportant

More important

Much more important

The Changing Importance of CVBs

In terms of their overall importance to the meetings industry, are DMOs/CVBs becoming more or less important? Base: 482 Completed Surveys


Much more important 14.5% 20.3% 21.3% 19.4%

More important 34.4% 40.6% 36.4% 35.6%

Neither more nor less important

46.1% 38.5% 39.0% 40.3%

Less important 4.7% 0.7% 2.9% 4.2%

Much less important 0.4% 0.0% 0.4% 0.5%

51.6%

3.9%

Please state your general level of agreement with each of the following statement: From a service standpoint, CVBs/DMOs are typically willing to go above and beyond in order to ensure a meeting/event’s success. Base: 482 Completed Surveys

CVBs are Willing to Go Above & Beyond to Ensure a

Meeting’s Success


Strongly Agree 32.4% 37.8% 40.4% 36.1%

Agree 38.3% 41.3% 39.3% 37.5%

Neutral 19.5% 16.1% 12.9% 16.2%

Disagree 1.6% 2.1% 1.8% 1.9%


Don't know/Not applicable 6.3% 1.4% 3.3% 5.6%


Agree, 38.4%

Neutral, 15.8%

Disagree, 1.5%



The Importance of CVB Assistance

How important is it to you that hotels bring the CVB in to assist in servicing your meeting or event? Base: 482 Completed Surveys

9.1%

3.5%

2.7%

5.8%

4.6%

17.2%

10.4%

14.7%

13.3%

5.8%

12.9%

0% 10% 20% 30%

0 - Zero importance

1

2

3

4

5

6

7

8

9

10 - Critically important

Mean = 6.8

Mean Scores by Type

Third-party Planners

Association Planners

SMERF Planners

Corporate Planners

7.3

7.3

6.6

7.0

The CVB can Match Planners with Venues and Vendors

Please state your general level of agreement with each of the following statement: CVB/DMO staff can match meeting planners with the appropriate venues and vendors for their meeting Base: 482 Completed Surveys


Strongly Agree35.2% 45.5% 45.2% 42.1%

Agree44.9% 44.8% 41.9% 41.2%

Neutral12.5% 7.0% 6.3% 7.4%

Disagree1.6% 1.4% 0.7% 1.9%

Strongly Disagree1.2% 1.4% 2.2% 2.3%

Don't know/Not applicable4.7% 0.0% 3.7% 5.1%


Agree, 41.5%

Neutral, 9.1%

Disagree, 1.2%



Top-of-Mind Benefits/Services Offered by CVBs (OPEN-ENDED QUESTION)

Please think of the value, benefits and services offered to meeting planners by Convention & Visitors Bureaus. What are the value, benefits and services offered by Convention & Visitors Bureaus that first come to mind? Base: 482 Completed Surveys

2.1%2.3%2.9%

4.6%5.2%5.4%6.0%

7.5%9.8%

12.2%12.9%13.1%13.7%13.9%

15.4%15.8%16.6%16.8%

21.0%25.5%

57.9%

0% 20% 40% 60% 80%

Airlift informationActivities/attractions information

Events calendarGround transportation assistance

Help planning offsite eventsEntertainment information

Help making meeting afforadableOne-stop shop/Main POC

Help sourcing meeting venuesHelp sourcing vendors

Help negotiating discounts/incentives/ratesPartner/advocate in meeting planning

RFP distribution resourceHelp with local contacts/connections

Help with on-site services/staffing/assistanceHotel/site selection assistance

Collateral/discounts for attendeesIncentive packages/financial assistance

Advertising/marketing/attendance building assetsOrganize site visits

Destination expertise

Most Important Services CVBs Provide

From your perspective, what are the most important benefits and services a DMO/CVB can provide you as a meeting planner? (Select all that apply) Base: 482 Completed Surveys

CORP. 3RD PARTY ASSOC. SMERFPersonalized hotel selection assistance 40.2% 49.7% 53.3% 50.5%

Incentive packages to hold your meeting/event in their city/destination

45.7% 61.5% 51.5% 48.6%

RFP distribution 30.9% 42.0% 48.5% 49.1%Personalized venue selection assistance 35.5% 42.0% 44.1% 43.5%

Advice/recommendations for vendor selection 35.9% 43.4% 39.0% 35.2%Local events calendar 41.4% 38.5% 33.1% 37.5%

Comprehensive hotel directory and meetings space information 31.6% 30.1% 38.2% 37.5%

Dedicated destination experts on staff to provide meeting planners assistance

34.8% 38.5% 39.0% 35.2%

Digital marketing materials (images, e-postcards, e-brochures, micro-sites, etc.)

31.6% 41.3% 41.9% 37.0%

Welcome signage for attendees (i.e. at airport, on streets outside meeting venue)

32.0% 39.9% 40.1% 37.0%

Attendee discount programs (in local businesses) 29.7% 32.9% 35.7% 35.2%Printed destination guidebooks for attendees 27.0% 26.6% 32.7% 36.6%

Assistance negotiating with hotels and/or other partners 26.2% 28.7% 37.5% 36.6%

Connections to the local community 31.3% 36.4% 32.7% 31.5%Acting as an "on the ground" representative of my meeting 25.0% 29.4% 32.4% 31.9%

Assistance in working with local government (i.e. securing permits)

24.2% 29.4% 24.6% 26.9%

Convention calendar 27.3% 25.2% 20.2% 21.8%

Attendance building tools 17.6% 28.7% 27.6% 20.4%

Online meetings-related business directory for researching vendors

16.0% 19.6% 20.6% 16.2%

Connection to market-specific resources (i.e., industry leaders, local experts)

19.5% 21.7% 22.4% 19.9%

Housing services 12.9% 11.9% 15.1% 17.6%Printed meeting planner guide 10.9% 11.9% 16.2% 15.7%

Pre or Post Economic Impact reporting 10.2% 13.3% 16.5% 13.4%

Recommendations/introductions to conference/event speakers 13.3% 15.4% 17.3% 13.9%Pre/Post itinerary content 11.3% 14.7% 14.3% 13.0%

Participation in overall meeting strategy 10.2% 10.5% 11.4% 13.9%

Other 1.6% 1.4% 0.7% 1.4%

1.5%9.5%

11.6%12.7%12.7%12.9%

15.1%18.9%19.5%19.5%21.2%22.4%

27.6%29.9%

31.7%32.2%32.8%33.6%34.9%35.1%36.3%36.5%36.7%

40.5%42.1%

44.0%47.9%

0% 20% 40% 60%

OtherParticipation in overall meeting strategy

Pre/Post itinerary contentRecommendations/introductions to speakers

Pre or Post Economic Impact reportingPrinted meeting planner guide

Housing servicesConnection to market-specific resources

Online meetings-related business directoryAttendance building tools

Convention calendarAssistance in working with local governmentActing as an "on the ground" representative

Connections to the local communityAssistance negotiating with hotels

Printed destination guidebooks for attendeesAttendee discount programs (in local businesses)

Welcome signage for attendeesDigital marketing materials

Dedicated destination expertsComprehensive hotel directory

Local events calendarAdvice/recommendations for vendor selection

Personalized venue selection assistanceRFP distribution

Incentive packagesPersonalized hotel selection assistance

Preferred Method of Contact

How would you generally prefer to be solicited by Convention & Visitors Bureau sales teams? (Select all that apply) Base: 482 Completed Surveys

CORP.3RD

PARTYASSOC. SMERF

Email newsletters and updates 54.7% 53.8% 55.9% 50.5%

Meetings at tradeshows and exhibitions

54.7% 65.0% 57.7% 55.1%

Promotional packages mailed to me 28.1% 30.8% 29.4% 37.5%

Phone discussions/conference calls 25.0% 32.9% 27.9% 30.1%

Meetings at my office 22.3% 20.3% 26.8% 19.0%

Social media updates 12.9% 14.0% 13.2% 14.8%

NONE 18.0% 11.2% 15.1% 19.4%

52.7% 52.3%

29.0%24.7% 23.4%

12.2%

19.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

0 - Zerolikelihood

1 2 3 4 5 6 7 8 9 10 - Extremelyhigh likelihood

Again, when you are planning a meeting or event in a destination in which you have past experience, how likely are you to reach out to a DMO/CVB for assistance? Now, when you are planning a meeting or event in a destination in which you have no prior experience, how likely are you to reach out to a DMO/CVB for assistance? Base: 482 Completed Surveys

No past experience

18.7%0 - 3 57.9%

7 - 10

Likelihood to Reach out to a CVB for Assistance(PAST vs. NO PAST EXPERIENCE in the destination)

6.0%0 - 3

78.8%7 - 10

Past experience

CORP.3RD

PARTYASSOC. SMERF

Local events calendar 53.5% 50.3% 48.9% 52.8%

Welcome signage for attendees (i.e. at airport, on streets outside meeting venue)

43.8% 51.0% 55.1% 51.4%

Printed destination guidebooks for attendees 38.3% 49.0% 53.3% 56.0%

Incentive packages to hold your meeting/event in their city/destination 41.8% 56.6% 50.0% 50.9%

RFP distribution 34.0% 41.3% 50.0% 44.9%

Personalized hotel selection assistance 38.3% 46.2% 49.3% 45.4%

Digital marketing materials 40.2% 53.8% 52.9% 45.8%

Attendee discount programs (in local businesses) 36.7% 51.0% 48.2% 49.5%

Comprehensive hotel directory and meetings space information 36.7% 32.2% 38.6% 44.9%

Advice/recommendations for vendor selection 37.5% 42.0% 40.4% 34.7%

Connections to the local community 35.9% 37.8% 36.8% 38.0%

Personalized venue selection assistance 34.4% 38.5% 38.2% 39.4%

Assistance negotiating with hotels and/or other partners 25.8% 30.8% 35.7% 33.3%

Dedicated destination experts on staff to provide meeting planners assistance

30.5% 32.9% 33.5% 36.6%

Acting as an "on the ground" representative of my meeting 23.4% 26.6% 29.0% 29.2%

Online meetings-related business directory for researching vendors 20.3% 20.3% 20.2% 19.9%

Assistance in working with local government (i.e. securing permits) 21.1% 25.9% 21.7% 24.5%

Convention calendar 25.0% 23.8% 20.2% 19.4%

Printed meeting planner guide 16.4% 18.9% 23.2% 23.1%

Attendance building tools 17.6% 28.0% 24.3% 21.3%

Pre/Post itinerary content 16.4% 18.2% 19.9% 20.8%

Connection to market-specific resources (i.e., industry leaders, local experts)

16.0% 18.2% 19.5% 18.5%

Housing services 11.7% 8.4% 12.1% 16.2%

Recommendations/introductions to conference/event speakers 13.3% 16.1% 15.8% 12.5%

Pre or Post Economic Impact Reporting 7.0% 10.5% 14.0% 11.6%

Participation in overall meeting strategy 6.3% 5.6% 8.5% 9.7%

Other 1.6% 0.7% 0.4% 0.5%

NONE OF THESE 1.6% 0.7% 0.4% 0.5%

Mid-Sized Meetings: CVB Resources They’re Likely to Use

Imagine you are planning a medium-sized, in-house meeting. Which of the following services provided by a DMO/CVB would you be likely to use? (Select all that apply) Base: 482 Completed Surveys

1.0%1.0%

7.1%11.6%12.9%13.1%

16.4%16.4%17.8%18.5%19.9%20.3%21.0%

25.3%30.7%32.6%34.6%34.9%36.9%

40.9%41.5%42.7%42.9%44.4%45.6%47.5%48.3%

51.7%

0% 20% 40% 60%

NONE OF THESE

Other

Participation in overall meeting strategy

Pre or Post Economic Impact Reporting

Recommendations/introductions to conference/event speakers

Housing services

Connection to market-specific resources

Pre/Post itinerary content

Attendance building tools

Printed meeting planner guide

Convention calendar

Assistance in working with local government

Online meetings-related business directory for researching vendors

Acting as an "on the ground" representative of my meeting

Dedicated destination experts

Assistance negotiating with hotels and/or other partners

Personalized venue selection assistance

Connections to the local community

Advice/recommendations for vendor selection

Comprehensive hotel directory and meetings space information

Attendee discount programs (in local businesses)

Digital marketing materials

Personalized hotel selection assistance

RFP distribution

Incentive packages to hold your meeting/event in their city/destination

Printed destination guidebooks for attendees

Welcome signage for attendees

Local events calendar

CVB’s Influence Over the Following (Top-Two Box Score)

How much influence do CVBs have over each of the following? Please use the 5-point scale where “1” represents “No influence” and “5” represents “Significant influence.” Base: 482 Completed Surveys


Their members 52.7% 55.2% 54.8% 56.9%

Hotel sales and marketing staff 37.5% 38.5% 43.8% 44.4%

Local officials/government 40.2% 39.2% 36.8% 38.4%

Group room rates at hotels 27.7% 19.6% 29.4% 35.6%33.4%

36.3%

42.1%

53.5%

0% 20% 40% 60%

Group room rates at hotels

Local officials/government

Hotel sales and marketingstaff

Their members

How CVBs Can Improve

Please state your general level of agreement to each of the following statements. (Select all that apply) Base: 482 Completed Surveys


If national hotel sales offices worked closely with the local DMOs/CVBs,

meeting planners would benefit79.7% 78.3% 83.5% 78.2%

CVBs could help meeting planners by being ready to play an active role in negotiating or determining revenue

structures

68.4% 66.4% 67.6% 72.2%

The incentives offered by the local CVB/DMO—such as credits and

hosted receptions—are “deal breakers”; I would choose another

destination if there was no or a dissatisfactory incentive

34.0% 33.6% 33.1% 33.8%10.4%

23.2%

39.0%

21.6%

45.0%

42.9%

0% 20% 40% 60% 80% 100%

The incentives offered by the local CVB/DMO—such as credits and hosted

receptions—are “deal breakers”; I would choose another destination if there was

no or a dissatisfactory incentive

CVBs could help meeting planners bybeing ready to play an active role innegotiating or determining revenue

structures

If national hotel sales offices workedclosely with the local DMOs/CVBs,

meeting planners would benefit

Strongly Agree Agree

Impact on Likelihood to use CVBs (Top-Two Box Score)

What impact do each of the following have on the likelihood you will use CVBs more? Please use the 5-point scale where “1” represents “No impact” and “5” represents “Significant impact.” Base: 482 Completed Surveys


Act as a partner more than sell--be an account manager rather than

just sales69.1% 76.2% 75.0% 69.9%

Guarantee a meeting with me to really understand my meeting

and/or business44.5% 47.6% 49.3% 47.2%

Have a CVB-industry wide set of standard services processes

45.3% 57.3% 45.6% 46.3%

Have a CVB-industry wide set of standard sales processes

39.8% 50.3% 41.2% 42.6%

Provide economic impact estimates of my meetings

34.0% 39.2% 41.2% 35.6%36.3%

40.2%

43.8%

46.9%

69.9%

0% 20% 40% 60% 80%

Provide economic impact estimates ofmy meetings

Have a CVB-industry wide set ofstandard sales processes

Have a CVB-industry wide set ofstandard services processes

Guarantee a meeting with me to reallyunderstand my meeting and/or business

Act as a partner more than sell--be anaccount manager rather than just sales

This section summarizes meeting planners’ perceptions of the performance of the CVB industry as a partner, as well as measures how engaged meeting planners are with CVBs. These findings are shown

in the aggregate (Page 62-63) and then broken out by meeting planner type (-71).

31.7%

36.1%

40.5%

49.4%

51.5%

55.2%

56.8%

58.1%

58.9%

61.8%

62.2%

64.5%

66.4%

68.5%

71.2%

76.6%

0% 20% 40% 60% 80% 100%

Providing a way to report the economic impact of my meetings/event

Continuing to be engaged in my business after my meeting/event

Assisting with negotiations

Anticipating and being prepared for issues that may arise

Supporting the marketing of my meetings/events

Connecting me with important contacts in the destination

Acting as a true partner, not just as sales people

Understanding my organization's/client's business goals

Keeping up with changes in the meetings industry and adapting their styles towards these changes

Providing assistance at multiple stages of the meeting planning and execution process

Being transparent in communications and recommendations

Giving me a point person/people in their organization whose experience fits my needs

Coming up with thoughtful solutions to issues

Providing a superior, high level of service

Treating me as an important customer

Exhibiting ethical behavior

CVB Scorecard—Total Aggregate (Top-Two Box Score: 4-5 on 5-point Scale)

Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: All respondents. 482 Completed Surveys

CVB Scorecard—Total Aggregate (Grade Based on Mean Score)

Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: All respondents. 832 Completed Surveys

Exhibiting ethical behavior A+

Treating me as an important customer A

Providing a superior, high level of service A-


A-

Coming up with thoughtful solutions to issues A-


B+


B+


B+


B+

Acting as a true partner, not just as sales people B

Connecting me with important contacts (vendors, community leaders, government officials, etc.) in the destination

B

Supporting the marketing of my meetings/events B


B-

Assisting with negotiations C+


C+


C

30.5%

34.0%

38.7%

47.3%

51.2%

52.3%

53.1%

53.9%

57.4%

59.8%

60.5%

62.1%

64.5%

66.8%

68.8%

74.6%

0% 20% 40% 60% 80% 100%

















CVB Scorecard—Corporate Planners (Top-Two Box Score: 4-5 on 5-point Scale)

Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: Corporate Planners. 256 Completed Surveys

CVB Scorecard—Corporate Planners (Grade Based on Mean Score)

Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: Corporate Planners. 256 Completed Surveys






B+


B+


B+


B



B


B

Supporting the marketing of my meetings/events B-


B-



C


C

29.4%

35.0%

37.1%

46.2%

49.7%

51.0%

58.7%

61.5%

62.2%

65.7%

65.7%

66.4%

69.9%

69.9%

70.6%

82.5%

0% 20% 40% 60% 80% 100%

















CVB Scorecard—Third Party Planners (Top-Two Box Score: 4-5 on 5-point Scale)

Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: Third Party Planners. 143 Completed Surveys

CVB Scorecard—Third Party Planners (Grade Based on Mean Score)

Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: Third Party Planners. 213 Completed Surveys






A-


A-


B+


B+


B+


B+




B


C+



C

32.4%

37.9%

38.6%

50.0%

54.0%

54.8%

59.2%

61.0%

64.0%

65.4%

66.2%

67.3%

70.2%

71.7%

73.2%

80.5%

0% 20% 40% 60% 80% 100%

















CVB Scorecard—Association Planners (Top-Two Box Score: 4-5 on 5-point Scale)

Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: Association Planners. 272 Completed Surveys

CVB Scorecard—Association Planners (Grade Based on Mean Score)







A-


A-


B+


B+


B+

Acting as a true partner, not just as sales people B+



B


B



C+


C

30.6%

37.0%

38.0%

48.1%

49.5%

53.7%

55.6%

56.9%

59.7%

59.7%

60.2%

64.4%

65.7%

68.5%

69.4%

78.7%

0% 20% 40% 60% 80% 100%

















CVB Scorecard—SMERF Planners (Top-Two Box Score: 4-5 on 5-point Scale)

Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: SMERF Planners. 216 Completed Surveys

CVB Scorecard—SMERF Planners (Grade Based on Mean Score)






A-



B+


B+


B+


B+



B



B


C+



C

The 2020 Edition of The CVB and the Future of the Meetings Industry Study

Report of Findings will be available in Fall 2020.

For more information and to sign up to have meeting planners’ perceptions of your destination tracked in this research, please

go to DestinationAnalysts.com/research/meetings

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