The second IMEX annual survey into trends in the association meetings market reveals that meetings organised by associations are experiencing substantial growth.

A more commercial mindset leading to better cost controls and enhanced marketing are two of the driving factors behind the rise.

IMEX canvassed the views of over 100 association executives in 13 countries for the survey. The valuable results will be used to shape the exhibition’s plans and educational content for its next Association Day, which takes place on 29^th May in Frankfurt.

It is expected to attract attendance from more than 250 association planners from around the world.

Twelve months ago a combined total of 56% of respondents recognised that participation in their meetings was up (‘significantly’ or ‘slightly’) on the year before. Now the equivalent figure is 64%, with 20% identifying ‘no change’.

Looking ahead the proportion anticipating continued growth for a further year is now 69%, and compares favourably with the 62% figure quoted in 2004.

Management of costs

Association planners acknowledge that the stricter management of costs is playing its part in underpinning this trend. They refer to the need for enhanced skill in negotiating hotel rates, and/or ensuring the presence of inexpensive accommodation for delegates, as well as reasonable charges for incidental costs.

Meetings managers therefore report only a ‘slight increase’ in comparable destination costs in 2005 over last year (in 60% of cases), and ‘no change’ in 21% of cases. A total of 16% even report a decline in such charges. 

These insights appear to convey a warning to those destinations and venues unwilling to promote attractively-priced programmes, particularly in places where security issues may add a further layer of cost. 

Summing up, one planner explained the situation as inevitable, “We face growing competition to attract delegates to our events” with the result that “we work hard to stay within a sustainable conference budget”.

This often leads to a search for countries perceived to be less expensive coupled with less extravagant catering for key social events. Destinations currently benefiting from this trend include Eastern Europe, India, Thailand, South Africa and Australia. Other cost-cutting measures have been to substitute private transfer arrangements with public transportation, or even to shorten the duration of a conference. 

Challenges

When prompted to identify ongoing challenges, ‘trying to offer better value’ and ‘seeking to broaden meetings appeal’ remain high. Ranked slightly higher than in 2004 are the considerations of how to attract a higher overseas attendance, and how to work with suppliers in different countries who operate to different standards. 

Two growing concerns for buyers are how to improve their negotiating abilities, and how to integrate electronic communication into events more successfully. Attracting younger delegates is also becoming an increasingly high priority.

IMEX will address many of these issues at the next Association Day on 29^th May 2006, which is organised by ICCA (International Congress and Convention Association) in conjunction with 6 of the leading industry trade associations.

The programme will include sessions on ‘Non-dues revenue – How to maximise opportunities’ and ‘Congress education – How to get the message across’, which will examine how associations can best impart knowledge during meetings. It will also review new seminar formats and look at which technology aids produce the best learning and recall.

Says Carina Bloom, IMEX Marketing and Operations Director, “Our survey findings show that association meetings are steadily becoming more commercial and that marketing to potential delegates is more proactive and professional than it has ever been. The IMEX Association Day has always sought to address the topical challenges facing association executives, giving them the opportunity to learn, develop skills and network with their peers.”

For details of the next IMEX Association Day visit http://www.imex-frankfurt.com/associationday2006.html.

A full catalogue of IMEX research studies is available free of charge and can be found on the IMEX Global Data Exchange at http://www.imex-frankfurt.com/dataexchange.html.