Editor’s note: This guest article is excerpted from the book, Event Success: Maximizing the Business Impact of In-Person, Virtual, and Hybrid Experiences by Alon Alroy, Eran Ben-Shushan and Boaz Katz, which will be published by Wiley March 29.

Events are ultimately about community building—a gathering of people around a shared goal, idea, market vertical, story or vision. In the context of today’s corporate, nonprofit and for-profit world, events allow participants to turn slogans, products or ideas into tangible experiences. Brands use events to showcase their achievements, personalities and missions while delivering their message to a captive audience.

Events offer a key opportunity to impact business outcomes, expand market outreach, increase brand awareness and more. Offering value at each stage of the sales funnel, events offer a venue for upselling and finding new clients, cultivating and strengthening relationships with partners, customers and internal stakeholders, too.

Time for Disruption

A portrait of Alon Alroy, author of this article. He is a white man with short black hair and a blue v-neck
Alon Alroy, co-founder, CMO and CCO, Bizzabo

For years, the event industry has operated on an “If it ain’t broke, don’t fix it,” approach. This resistance makes sense. Innovation is somewhat risky. Event organizers want to focus on delivering exceptional experiences to attendees via smooth-running events.

Why risk drastic changes that could upend those experiences or even threaten a career? If it worked last year, why not repeat the same successful formula again this year?

Two years of managing a global pandemic positioned the event industry as ripe for disruption. After decades of inertia, the industry was forced to adopt the innovation it had long resisted and seek to reinvent itself. Experimentation and innovation were suddenly no longer a matter of choice, but of survival.

As we emerge on the other end of the pandemic, one thing is for sure: the events industry will never be the same. In the coming years, the very definition of the word events will change dramatically, as will the way we measure ROE and event success in the post-Covid-19 era. An industry pushed to the brink of collapse was able to pivot, adopting tools, skills and capabilities required to reinvent itself at a nearly breakneck pace.

Read More: Harness the Power of Negotiation for Post-Covid Success

Evolutionary Changes

The playbook is still in production. In some cases, event planners are fixing the plane in mid-air, but three key themes have emerged to define how events will continue building upon their own success: management, engagement and growth.

Those in charge of planning and executing events will need to develop new hard and soft skills. Event teams themselves will also need to evolve to overcome new challenges.

Engaging participants—especially those attending virtually—will require creative strategies to attract and keep their interest. In our data-driven world, we’ll see metrics and data playing even bigger roles in how events are measured, optimized and scaled.

Together, these themes will accelerate the industry’s evolution, empowering event experience managers to execute events that are more purposeful, impactful, demonstrably valuable and efficient in achieving their goals

Engagement in a Hybrid Era

Prior to the pandemic, we’d already been living in a hybrid world for years: ordering a ride from the Uber app, watching the beginning of a baseball game from the stadium bar before finding your seat or checking in for a flight via a digital kiosk. Technology will allow for even more blending between virtual and in-person worlds. Event planners will refer to event venues not as ‘online’ or ‘in-person’ but as hybrid.

While Zoom fatigue is real and documented, we don’t hear about Netflix fatigue or ESPN fatigue. Why? Because these experiences tell better stories. Overcoming the virtual engagement gap is vital in a hybrid environment, where a large proportion of the audience can close the session with a single mouse click.

To make hybrid events a success, organizers need to find a way to close the virtual engagement gap—to create business-to-business experiences that rival business-to-consumer virtual experiences in their ability to grab the attention of viewers and connect them to the content at hand.

Read More: Asynchronous Hybrid Events: What Are They?

The New Path for Event Professionals

There’s been a shift in recent years, where employers prioritize job candidates with diverse skills. They’re more open to recruiting talent from less traditional backgrounds. This has been a boon to the event industry, which has evolved to welcome and value personnel with an assortment of experiences.

Having a broad range of skills and experiences also provides a certain degree of job security. Those who have a high level of expertise in a single area are essentially putting all their eggs in one basket, and in the age of disruption, there really are no safe baskets anymore. Having the ability to pivot careers is the best job security one can have in this new reality.

While the industry is moving toward a wider range of skills and experiences, there is a caveat. The industry has begun finding value in nontraditional backgrounds and experiences that align well with the needs of the event team, but at the end of the day, not every educational and career pathway will naturally lead to the events industry. Understanding how to deliver an experience to a live audience and some of the basics of event strategy is still a baseline expectation.

The Changing Event Technology Landscape

The accelerated transformation of the events industry requires companies involved in the technology side of events to adapt and meet emerging needs.

Now that technology has become so intertwined with event success, it is incumbent on event experience managers to understand how event technology has evolved in recent years.

Event managers must acquire an understanding of certain tools and capabilities, the important distinctions between platforms, and how to approach the task of finding the right technology partner in the virtual and hybrid era.

The past two years have seen considerable expansion, investment, acquisition and consolidation. Prior to the pandemic, most event technology providers fell into one of two buckets: point or all-in-one solutions.

Point solutions offered a specific tool to help solve a specific need, such as email marketing, agenda building, website modules, content management systems, registration, data management and more. All-in-one solutions, as the name implies, sought to provide all (or most) of these solutions within a single platform.

While it’s an exciting time to be an event professional, with new technologies providing new capabilities, meeting the challenges of this period will require a deeper understanding of a quickly changing technology landscape.

The state of the event industry is in flux, but it’s also an exciting time to be involved in its evolution.

Alon Alroy is co-founder, CMO and CCO of Bizzabo, the world’s fastest-growing event technology platform for hybrid, virtual and in-person events. Alon helps marketers and event organizers from world-leading brands promote, manage and maximize their professional events to create memorable and impactful experiences.

He was named one of “Top 10 Israeli CMOs” by Geektime Magazine, and a “100 Most Influential People in The Event Industry” by Eventex.

A lot has changed in two years since the actors Tom Hanks and Rita Wilson announced they had contracted what was then known as novel coronavirus on a film set in Australia. What hasn’t varied is the desire around the world to visit California for business, pleasure or both.

At Outlook Forum, Visit California’s recent conference for travel industry professionals, research showed that the Golden State continues to appeal to attendees. Analytical and anecdotal feedback explained the interest. Visit California’s Travel Stories site has logged more then 43 million impressions, four times more than all other states combined, reported Caroline Beteta, CEO of Visit California.

A fall 2021 survey by The Conference Board of Canada found that while sunny destinations are still favorites—Florida, California, New York, Arizona and Hawaii are the top 5, Florida and Arizona are down from their previous highs.

A View from Meeting Planners: Winning Strategies in Destination Marketing, a report by Development Councilors International (DCI), attributed the new priorities to an emphasis on the four Ps—personal connection, proximity, pandemic management and price.

Global Perspectives

Leaders from around the world shared how potential visitors are seeing the United States and California.  Martin Walter, managing director with Visit California Germany, Austria & Switzerland, said California was seen as role model for following rules. He said the brand of the state was “polished” because it took a cautious approach to mask mandates and quarantines during much of the last two years.

Some potential attendees are still wary of variants and protocols. A year ago, research showed that many thought California was less ready to welcome visitors than Florida.

“That disparity has been eliminated,” Beteta said, pointing to an information campaign framing California’s cautious approach as a responsible action that resulted in one of the highest vaccination rates (83% of those over the age of 5 have received at least one dose) and conscientious practices in public places.

A group of global travel executives sitting on a stage
Visit California’s Outlook Forum

Alex Pace, managing director with Visit California Mexico also stressed the importance of California’s focus on safety. “The border remained open during the entire pandemic and remains the largest generator of MICE business in Northern Hemisphere,” he said.

Meetings are similarly crucial north of the California border. Andrew Levine, managing director with Visit California Canada, stressed that MICE (Meetings, Incentives, Conferences & Exhibitions) is a crucial part of the travel mix as the two countries are intertwined with associations, “It is really one market for meetings,” he said.

Read More: Southern California Experience Proved #Meetingprofs are Unstoppable

Future Positive

Caroline Beteta and Joe D'Alessandro standing onstage
Caroline Beteta, CEO of Visit California; and Joe D’Alessandro, CEO of SF Travel

Visit California’s Recovery Research Dashboard found that more than four out of five (85%) California travelers said they are in the “ready to travel” mindset and 72% are “excited” to travel.

That pent-up demand was evident at hotels all over the state. In mid-February, occupancy was 66%, down only 9% from the same week in 2019. However, revenue was up. ADR was 10% higher than the same time in 2019.

That wanderlust may be partly due to a desire by many to make up for lost vacations. Guy Chambers, managing director of Visit California United Kingdom spoke for many destinations on the panel when he explained that people are looking to book their GOAT (Greatest of All Time) trip as soon as they are able after accumulating wealth during the lockdown.

“It’s bucket list time,” echoed Mia Hezi, managing director with Visit California Italy.

That desire to get out of the house—and out of the country—is resulting in new flights out of a number of countries including Canada, India and The Netherlands, reported Karin Gert Nielsen, managing director with Visit California Scandinavia & Finland.

Irene Lee, managing director with Visit California South Korea, explained that residents there are making up for postponed honeymoons and anniversaries and looking for destinations and venues with high safety standards.

While international travel—and the gateway city traffic that goes with it—isn’t expected to fully recover to pre-pandemic spending until 2024, January consumer sentiment saw likelihood to visit California was highest in Australia, Canada, Germany, Mexico and the United Kingdom.

Read More: Sandy Toe Treatment on California’s Coast

“We have to be ready for whatever happens and meet consumers wherever they are,” Beteta said. “The California Dream is alive and well and the pandemic made our industry more relevant than ever before. We just have to be bold.”

SF Travel CEO Joe D’Alessandro seconded the optimistic approach. “Everything is still here: the natural beauty, the setting on the Pacific Ocean, the cable cars, the unique neighborhoods, the culinary scene, the arts and culture are back. “The city always comes back better and more alive,” he said.

The Road Ahead

Flexibility and price will be the variables most watched by meeting professionals according to a recent survey of 300 U.S. and Canadian meeting planners. Daniella Middleton, senior vice president with New York City-based DCI, which produced the A View from Meeting Planners: Winning Strategies in Destination Marketing study, said cancellation policies are now a top concern for planners, with 75% saying they considered that line item before any other pandemic-related issue.

One constant was the importance of budget. The costs of meeting spaces and hotel rooms in destinations remained the most important factor for business event planners, with health protocols ranking only fourth.

The report predicted smaller, regional meetings in the short-term with corporate travel restrictions as the biggest barrier to returning to meeting. For associations, testing requirements to enter the U.S. (and other countries) will impact decisions to host outside of Canada. The same is true for potential attendees from Canada who often have to cover the responsibilities of testing themselves.

 

Royston Brady

A portrait of Royston Brady. He is a white man with brown combed hair and a grey suit

Hilton Aventura Miami appointed Brady general manager. A 20-year hospitality veteran, Brady most recently worked for Bonaventure Resort & Spa in the Florida Everglades as its general manager. He has been general manager for Wyndham Hotels & Resorts properties in Florida, Hilton Virginia Beach Oceanfront, Roganstown Golf & Country Club in Dublin, Ireland and more. Brady also held executive roles in Dublin’s city government early in his career.

Kenley Moy, CMP

A portrait of Kenley Moy. He is an Asian man with black combed hair and a dark suit

SF Travel promoted Moy to vice president of global sales and strategic partnerships. Moy has over 28 years of experience in sales and hospitality and has spent the last 22 at SF Travel. Moy joined the company in 2000 as its vice president of its national sales office. He has also held leadership positions at Hyatt Hotels properties, Starwood Hotels & Resorts and Kimpton hotel properties.

Sophia Hyder Hock

A portrait of Sophia Hyder Hock. She is a South Asian woman with curly brown hair and a blue blouse

Hyder Hock joined Destinations International as its chief diversity officer. Previously, Hyder Hock was founder and CEO of Papilia in Atlanta, a company designing diversity, equity and inclusion strategies for travel and hospitality organizations. Hyder Hock brings 20 years of experience in diversity development and strategy to her new role.

Mike Kass

A portrait of Mike Kass. He is a balding white man with a dark Hawaiian shirt and a black nut lei

The Westin Maui Resort & Spa, Ka’anapali appointed Kass general manager of the Lahaina, Hawaii property. Kass has 30 years of experience in sales and hospitality leadership. Most recently, Kass was general manager at San Francisco Marriott Marquis. He has held sales and marketing directorships and additional general manager roles at Ritz-Carlton properties in Hawaii and Arizona and JW Marriott properties in Texas and Arizona.

Cole Wallace, MBA

A portrait of Cole Wallace. He is a black man with buzzed hair, a greying beard and a dark suit

Wallace is now hotel manager at The Roosevelt New Orleans, A Waldorf Astoria Hotel. Wallace has spent over two decades in leadership and executive management roles in hospitality spheres. Previously, Wallace was president of Four85 Solutions, a medical revenue management company. He has also been general manager for Williamsburg Lodge, Autograph Collection in Virginia, director of operations at JW Marriott New Orleans and senior event manager at Renaissance Washington, DC Downtown Hotel.

Paige Lund

A portrait of Paige Lund. She is a blonde white woman with wavy shoulder-length hair and a black jacket

JW Marriott Phoenix Desert Ridge Resort & Spa welcomed Lund as general manager of the luxury property. Lund brings over 25 years of hotel management experience. She was most recently general manager at Renaissance Phoenix Downtown Hotel and area general manager, overseeing operations at both Sheraton Phoenix Downtown and The Westin Phoenix Downtown. Lund has also held executive positions at Canyons Village at Park City in Utah and The Westin Kierland Resort & Spa and Boulders Resort & Spa Scottsdale, Curio Collection by Hilton, both in Arizona.

Danielle Appley-Epstein

A portrait of Danielle Appley-Epstein. She is a white woman with long black hair and a red blouse

Appley-Epstein is national sales manager at Atlanta Convention & Visitors Bureau (ACVB). Previously, Appley-Epstein was national sales manager at Omni Atlanta Hotel at CNN Center. With over a decade of experience in hospitality and sales, Appley-Epstein has been in management roles at several Hyatt Hotels properties, including Grand Hyatt Atlanta in Buckhead, Hyatt Regency Atlanta and Hyatt Grand Central New York.

Jason Carroll, CMP

A portrait of Jason Carroll. He is a bald white man with a black sweater

Paragon Events, an event planning association in Delray Beach, hired Carroll as its vice president of meetings and events. Carroll has been in the events industry for over 20 years. He was most recently executive director of the nonprofit Friends of the Riverwalk in Tampa, Florida. In 2019, Carroll cofounded his own event company, OnPoint Events Group, which he continues to run.

Bob Geller

A portrait of Bob Geller. He is a bald man with a blue suit and yellow tie

Geller is now area director of sales and catering at SPOKEN brand’s Flamingo Resort in Sonoma, California and its sister property The Sandman Hotel in Santa Rosa. Geller was previously director of sales and marketing at Atria Senior Living in the San Francisco Bay Area. With over 30 years of hospitality sales experience, Geller has held senior leadership roles at Adam’s Mark Hotel, Hilton Orlando Lake Buena Vista – Disney Springs Area and several more properties.

Flávia Light, MBA

A portrait of Flávia Light. She is a brown woman with long black hair and a blue blouse

Visit Denver welcomed Light as its new vice president of tourism. Most recently, Light was director of strategic growth marketing and sales at GoPegasus, a tour operator, DMC and transportation company in Orlando. Light has over two decades of sales and hospitality experience, having held managerial roles at Universal Orlando Resort, Starwood Vacation Ownership, Southwest Vacations and other organizations.

Matt Skaletsky

A portrait of Matt Skaletsky. He is a bald man with a stubbled beard and blue collared shirt

Semiahmoo Resort in Blaine, Washington appointed Skaletsky general manager. Skaletsky was previously area director and general manager for Hotel Windrow, a Columbia Hospitality property in Ellensburg, Washington. A 20-year hotel management veteran, Skaletsky has been in executive roles at multiple Montage Hotels & Resorts properties and The Westin Ka’anapali Ocean Resort Villas.

Michael Martelon, CHME

A portrait of Michael Martelon. He is a white man with short curly hair and a dark suit

Visit Santa Cruz County (VSCC) named Martelon CEO and executive vice president of the organization. Martelon was most recently president and CEO of Telluride Visitors Center & Tourism Board in Colorado, where he worked for just over a decade. Martelon brings more than 30 years of business management experience to the new role. He has held executive positions at Cactus Marketing Communications in Denver and Swedish Tourism Innovation Center in Stockholm, among other organizations.

Lily Carr

A portrait of Lily Carr. She is a black woman with an afro tied in a ponytail and a blue floral blouse

Carr is now sales director at Round Hill Hotel and Villas in Montego Bay, Jamaica. Most recently, Carr was leisure sales manager at Rosewood Baha Mar, a property in Nassau, Bahamas. Carr has been in the hospitality sales industry for 25 years and has held several managerial roles. She has been an executive in guest relations at Rosewood Little Dix Bay in the British Virgin Islands, as well as the property’s North American leisure sales manager.

Susan Valen, CMP

A portrait of Susan Valen. She is a white woman with long wavy brown hair and a black suit

Valen has joined Visit Huntington Beach (VHB) as director of sales. Previously, Valen was national sales director at Long Beach Convention & Visitors Bureau, where she worked for 13 years. Valen has been in hospitality sales and marketing for almost 30 years. She started her career at Planet Hollywood International and went on to hold senior managerial roles in sales at DoubleTree by Hilton, Embassy Suites by Hilton properties in Anaheim and Orange County and many more.

Bob Jordan

A portrait of Bob Jordan. He is an older white man with combed white hair and a blue polo

Jordan is now executive vice president and CEO of Southwest Airlines. Previously, Jordan was a member on the Board of Directors at The Container Store in Coppell, Texas. Jordan has an extensive list of experience in senior strategy, sales and managerial roles over the past three decades. He was with Southwest Airlines for 20 years early in his career, during which Jordan held the role of executive vice president of strategy and technology, as well as several other leadership positions.

Editor’s Note: This opinion piece is a version of an article first posted on LinkedIn.

Several years ago, the Freeman leadership team established a vision for where we wanted to be in 2025, a strategic road map with very specific imperatives attached to each objective.

A portrait of Bob Priest-Heck. He is a balding white man with glasses and a black collared shirt
Bob Priest-Heck, Freeman CEO

We embraced a design-thinking approach and, as part of that process, we immersed ourselves in a comprehensive global trends study upon which we’d based not only our expectations, but our business plan. As of January of 2020, we were right on track and building momentum.

I readily admit that we did not foresee a global pandemic nor the complete shut down of the live events industry upon which our business is based. But we’ve learned a lot in the last two years, and are designing new, better plans for the future.

As part of this forward thinking, it just made sense to revisit the insights that informed our earlier strategies, so I dug back into our trends analysis and related projections. Instead of finding some embarrassing miscalculations, I was delighted to see that our foundational ideas were fairly prescient. And specific to the trends that were emerging in 2016, we are now wading waist-deep in most of them.

One that jumped out at me was a trend labeled “intelligent reduction.” We had looked at the Millennials who were deferring the acquisition of stuff in favor of experiences. Tangentially, they were trying to minimize demands on their time in order to reduce overload and regain balance.

In this light, we can see that shortened attention spans became a defense against the omnichannel content vying for our attention. Specifically, our planning document stated that, “In work, everyday life and leisure, people will be looking for intelligent solutions that reduce clutter and stress.”

It seems so clear now. Over-extended and bombarded by messages, young professionals were shooting up a flare for help. They could see that their resilience was waning.

At Freeman, this insight validated our decision to invest in the data analysis and digital event technology that would allow more people to attend our clients’ trade shows and conferences on their own terms, including virtually, through livestreaming or on-demand video.

This served us well in the enforced pandemic pivot away from live public gatherings. And as quarantined Americans sorted closets, cleared garages, and jettisoned a lot of emotional baggage, they also welcomed the convenience of attending events from their living room on their mobile device of choice.

Now that we are returning to live and digitally integrated events—an approach to reaching audiences on their own terms—our strategic road map continues to help us navigate this phase of business recovery.

What we are now calling The Great Resignation is intelligent reduction taken to the extreme.

People are rejecting the old social contract, reevaluating their personal hierarchy of needs, and exploring a new path to happiness. They seek insightful solutions that reduce cognitive and physical clutter, replace stress with mindfulness, and validate their sense of how much is enough.

This tells us that they will give their business, and their mindshare, to those who help them build resilience instead of draining it. We have a clear mandate to design products, services and experience that align with this mindset of intelligent reduction.

Enough is not only enough, it’s perfect.

Bob Priest-Heck is CEO at Freeman.

Editor’s note: This Week in Travel (TWT) is your essential guide to smoothing the road from here to there for your attendees and yourself.

Italy Relaxes Entry Rules, Saint Lucia and New Zealand Announce New Protocols

Italy has ended the requirement for pre-arrival testing but only for travelers who can prove they have been fully vaccinated within nine months or have received a booster shot.

Unvaccinated travelers can show proof of recovery from Covid within six months or show proof of negativity with a PCR test taken 72 hours before their trip. A passenger locator form to enter and a digital super green pass is required for stays in hotels or dining in restaurants. Masks are still required for all in indoor environments.

New travel protocols have been announced for Saint Lucia under the branding: “Seamless Saint Lucia.” Changes include fully vaccinated travelers and in-transit passengers ages 5 and over must have a negative rapid Covid-19 antigen test or a Rapid Covid-19 PCR test taken one day prior to entering Saint Lucia. They also have to provide a negative RT-PCR Covid-19 test taken up to five days before arrival.

Unvaccinated travelers need to present a negative RT-PCR Covid-19 test taken up to five days before entering Saint Lucia. Travelers are required to register information and upload test results before travel at stlucia.org/covid-19. On completion, they will receive an automatic ‘ready to go’ email. The previous two-step approval process is no longer required for boarding.

New Zealand has announced the removal of self-isolation requirements for vaccinated New Zealand travelers arriving back in the country. Borders reopen to American travelers in July. The country has also moved forward its opening to returning New Zealanders to March 4.

A red cable car on a track with a city in the background in New Zealand
Wellington Cable Car, New Zealand

Travelers will still be required to have a negative pre-departure test and undertake two rapid antigen tests on arrival and at day 5/6. Anyone returning a positive result will be required to report it and isolate for the same period as a community case.

Hawaii will lift its Covid-19 quarantine requirement for travelers on March 26. This will mean that arrivals will no longer need to show proof of vaccination or a negative PCR test to avoid sequestering themselves for five days. There is no other state in the U.S. that had a quarantine requirement of this kind.

The move comes as Hawaii County’s Thirteenth Supplementary Emergency Proclamation lifts, which also means an end to limits on gathering sizes for indoor and outdoor facilities and venues.

Read More: Oahu Festivals Welcome Visitors in 2022

IATA Expects Full Return to Traveler Numbers

The International Air Transport Association (IATA) expects that overall traveler numbers will reach 4 billion in 2024, set to exceed pre-Covid-19 levels (103% of the 2019 total).

Expectations for the shape of the near-term recovery have shifted slightly, reflecting the evolution of government-imposed travel restrictions in some markets,” said the organization in a release. The overall picture presented in the latest update to IATA’s long-term forecast, however, is unchanged from what was expected in November, prior to the Omicron variant.

“The trajectory for the recovery in passenger numbers from Covid-19 was not changed by the Omicron variant. People want to travel. And when travel restrictions are lifted, they return to the skies. There is still a long way to go to reach a normal state of affairs, but the forecast for the evolution in passenger numbers gives good reason to be optimistic,” said Willie Walsh, IATA director general.

The organization is also calling for the removal of all travel barriers (including quarantine and testing) for the fully vaccinated with a WHO-approved vaccine; pre-department antigen testing to enable quarantine-free travel for non-vaccinated travelers; removing all travel bans and accelerating easing of travel restrictions “in recognition that travelers pose no greater risk for Covid-19 spread than already exists in the general population.”

Read More: TWT: Delta Pushes No-Fly List, Some Travel Advocates Push Back

Planning an event in multiple languages can be a challenge for meeting planners. Innovative virtual language interpretation software is making attendee accessibility a reality for everyone involved in creating inclusive meetings.

The PCMA Convening Leaders conference this January offered something no other annual mega-gathering of the association has: virtual interpreters. The capabilities of Remote Simultaneous Interpretation (RSI) have reached new heights, elevating the events industry and the experiences it creates for attendees.

Interpretation software and the companies leading its development are making meetings more accessible, effective, efficient and inclusive for everyone.

The Loudest Voices in Virtual Interpretation

There are several companies in the vanguard of this new wave of interpretation, and they’re making full attendee accessibility a reality.

KUDO Language Access

Named one of the best inventions of 2021 by Time Magazine, KUDO is a real-time interpretation software company and virtual platform focused on providing language support for multilingual meetings. Launched in the fall of 2021, its Language Access project provides a better solution for supporting language access at, specifically, meetings and events.

The software creates a platform from which real-time multilingual speakers interpret what’s being said at the event, for attendees.

PCMA Convening Leaders was translated into 21 languages by KUDO’s interpreters. The program makes its virtual services impartial to any particular meeting platform. The language tool is designed to embed in a virtual meeting management platform of the planner’s choice, such a Hopin or Microsoft Teams.

KUDO offers over 200 languages, including 147 sign languages, such as French Sign Language (LSF) or Mexican Sign Language (LSM), and can support up to 32 languages simultaneously during any given event.

KUDO and its partners work to create “personalized experiences and break the language barrier in meetings, business and events,” said Pia Decarsin, marketing communications manager at KUDO.

Once the interpreter’s audio has been selected by the meeting participant, the interpreter’s voice replaces that of the original speaker in real time. For participants with sign language needs, the interpreter appears in their own on-screen box, signing for the user as the other speaker talks.

Read More: 4 Tips to Make Your Online Event a Success

Interprefy Expands and Innovates

Based in Zurich, Switzerland, Interprefy is another successful interpretation software company and virtual platform.

Interprefy has essentially been a hybrid events service since the company’s genesis in 2014, long before the pandemic turned the industry upside down. But in the recent years of increased meetings behind screens, Interprefy has expanded its global team, software and interpretation services.

Interprefy has over 130 languages with readily available interpreters and you can access its services from any video conferencing platform on any device. This especially comes in handy for fully virtual events with multilingual needs. Interprefy’s hybrid and in-person interpretation services, however, still involve the virtual.

Participants using an interpreter at hybrid or in-person events do so through the company’s mobile app and a pair of headphones. The company can also provide multiple sign languages with the help of either an on-screen widget or an in-person interpreter, in the case the event is held in a physical space.

Interpretation through both Interprefy and KUDO is about making a way for information where it really counts, making meetings more accessible for everyone by having a deep reservoir of experienced interpreters in hundreds of languages. “If there’s an interpreter for it, we can arrange for it,” stated Interprefy’s newly appointed CEO, Oddmund Braaten.

At UEFA EURO 2020, the annual European Football Championship, Interprefy’s virtual interpretation tool supported all post-match press conferences, in all their locations.

Braaten explained that since enabling interpreters to work remotely, instead of from on-site booths, simultaneous interpretation setups are now more scalable and cost-efficient.

Read More: Virtual Reality Tech Is Transforming Events, Experiences

Planning for a Multilingual Audience

Virtual interpretation providers recognize the need not only for greater access to language and information but to a more streamlined process for event planners. Events with multiple interpreters can be daunting.

KUDO, for instance, has 12,000 certified interpreters available through KUDO Marketplace, the company’s automated booking site. But the task of finding the right interpreter doesn’t fall into the planner’s hands.

From KUDO Marketplace, planners schedule their meeting with KUDO and list the languages, or types of interpreters, that will be needed. KUDO will have a list of fitting interpreters ready for you on the day of your event.

Once a planner has received language requests from eventgoers, that planner can book the necessary interpreters—and has until two hours prior to the event to add last-minute language requests.

These professional interpreters with KUDO and Interprefy also bring their own specialized knowledge in topics that may be pertinent to the meeting or event subject matter. So, finding a Greek-to-English interpreter, for example, who has a keen understanding of computer engineering or ecology terms in both languages shouldn’t be a long search.

Booking interpreters with Interprefy starts with a short call to discuss the event and its language support requirements. A project manager and remote tech support technician will take the interpreter sourcing and logistics and event-time monitoring from there, leaving the planner the time and space to focus on all the other pressing aspects of event preparation.

Budding interpretation services like these are making information and experiences more accessible than ever. Virtual interpretation software is providing the support meetings and events need to make real and engaged connections among teams, clients and attendees.

An unfortunate result of the disruption over the last two years is an increase in depression, anxiety and tension in relationships both familial and romantic. An effect of this is more people seeking care, as reported by nine out of 10 therapists in a New York Times piece.

Kimpton Hotels & Restaurants is tackling the issue head-on. In partnership with online behavioral healthcare company Talkspace, the company will provide mental health services to its guests and more than 4,000 employees in the United States.

The Kimpton Hotels & Restaurants logo with the Talkspace logo

On Feb. 23, Kimpton began offering 1,000 complimentary virtual therapy sessions with licensed counselors to guests over 18 at more than 60 participating properties.

Through December 2022, they can also get $100 off the first month of any Talkspace Plan, and Kimpton employees will receive a free one-year Talkspace subscription. Free virtual therapy sessions are on a first come, first basis, and can be redeemed through [email protected].

“We know that travelers are facing more stress and anxiety than ever before, and employees in the hospitality industry have been pushed to the limit during the pandemic,” said Mike DeFrino, CEO of Kimpton Hotels.

Read More: How to Support the Mental Health of Event Planners

“Our founder Bill Kimpton was public and brave about his own personal struggles with mental health and made both physical and mental health a priority for all of his employees from the beginning,” he continued. “We take our commitment to heartfelt hospitality seriously, and we are proud that our Talkspace partnership gives us an opportunity to bring our Stay Human ethos to life while providing more mental health support for our people and our guests.”

This virtual therapy is of equal benefit to the company’s meetings and events teams, as well as to their clients. “As consumers continue returning to travel and planning in-person meetings, we know that people will have new worries and stresses as they start re-acclimating to travel experiences,” said Suzanne Halperin, vice president of catering and banquet operations for Kimpton Hotels.

“The M+E space is no different, and we are actively working to reshape and create programming that fits new consumer demands. Whether it’s the return to corporate events or celebrations around big life milestones from weddings to family reunions, we want our guests to know that they have support to manage the stresses and challenges that can arise with the return to in-person gatherings,” she added.

Halperin said the ongoing $100 Talkspace discount is a great additional perk for their event teams to offer to groups—and they’re looking into providing even more. “We are already exploring future group discounts and offerings that continue to encourage our guests to make their mental health a priority while traveling,” she said.

One of the long-tail effects of the pandemic could be a downsizing of average meeting attendee lists as some big events go hybrid and bring parts of their audience together in person while larger audiences access content online. At the same time, remote teams are finding that they need to meet in small- and mid-size teams in person occasionally to brainstorm, onboard new employees and build team spirit.

A recent Smart Meetings survey found that the majority of events being planned right now are for fewer than 250 people, but the strategic importance and attention to detail often rivals that of a citywide. Boutique hotels are opening their doors to these groups looking for creative spaces to enhance their interactions.

Similarly, Marriott International’s social listening research indicated a “significant year-over-year uptick” in search for “work retreat” (+188%), work + team + offsite (+26%), and “work gathering” + travel (+600%) suggesting consumers are interested in gathering with colleagues for more meaningful and engaging offsites this year.  

We rounded up some fun options across the country that offer big impact for small- and mid-size groups.

A pink lounge at Hotel Zeppelin
Peace Space, Hotel Zeppelin

Viceroy Hotel Group, San Francisco: This collection of four urban chic properties offers unique spaces for energized brainstorming, team building, fun activations and meaningful networking.

Hotel Zetta (3,010 sq. ft. of event space and 166 guest rooms in SoMa) Hotel Zelos (5,000 sq. ft. of meeting space, 202 guest rooms and Dirty Habit indoor-outdoor restaurant/ lounge space on Market Street), Hotel Zeppelin (4,000 sq. ft. of meeting space and 196 guest rooms near Union Square) and Hotel Emblem (1,885 sq. ft. and 96 guest rooms downtown where Nob Hill meets Union Square and the Theater District) include active invitations to play with the art, programming and gaming opportunities strategically placed in lobbies and even the meeting rooms.

At Hotel Zeppelin, for instance, a lively downstairs retreat encourages friendly competition with skeeball, billiards and shuffleboard tables at the ready. Themed art and fashion show fundraisers bring the energy of the city into the public areas of the hotel.

Read More: New and Renovated: Long Live the Boutique

Kimpton Hotels, Chicago: Groups looking for a sense of place for their incentive or board retreat will find two choices in downtown Chicago with local flare. Kimpton Gray Hotel (Nearly 13,000 sq. ft. of meeting space and 293 guest rooms) leans toward the sophisticated and opulent with marbled lobbies and Vol. 39 law library-themed bar in the Financial District.

Kimpton Hotel Monaco Chicago (4,000 sq. ft. of meeting space and 191 guest rooms) plays on its industrial roots and outstanding city views on the Riverwalk. Borrow bicycles for the off-site and let the city inspire the next breakthrough.

Marriott’s Autograph Collection, New York City: Two Autograph Collection gems in NYC make even an intimate group feel special. The Lexington Hotel (more than 4,000 sq. ft. of meeting space and 725 guest rooms) channels a jazzy vibe with cool art deco furnishings in Midtown East near Grand Centra Terminal.

The Algonquin Hotel Times Square (6,190 sq. ft. of meeting space and 181 guest rooms) has luxurious credentials that date back to 1902. A remote team reunion at The Round Table Restaurant where Dorothy Parker and her Roaring ‘20s “Vicious Circle” literati friends gathered will and urgency to that new mission statement.

Read More: Newport, Rhode Island: Small Meets on the East Coast

Curio Collection by Hilton, Florida Keys: Baker’s Cay Resort Key Largo (3,705 sq. ft. of meeting space and 200 guest rooms) is the incentive destination that feels like a boutique hotel, but has resort amenities of a property twice as large.

A waterfront conference center with abundant outdoor space for up to 100 people is equipped with Hilton’s EventReady and CleanStay with Lysol power. The Reach Key West (4,700 sq. ft. of indoor/outdoor meeting space wired for hybrid streaming and 130 guest guest rooms) offers logo sand sculptures and beach buyouts.

Updated Feb. 28, 2022.

The event industry is back in action. Meeting professionals looking to stay on top of the changing strategies and tools will find lots of opportunities to meet new partners, learn and grow. Mark your calendars, bookmark this page for updates and look forward to your best year yet!

March

National 3-Day Experience

The Galt House Hotel in Louisville, Kentucky is opening its meeting spaces for an early-week experience away. From March 13 to 15, we’re hosting at the circa-1800s waterfront hotel.

Business Events Industry Week

Destinations International has four events scheduled in succession from March 23 to 25 at Gaylord National Resort & Convention Center. Stick around in National Harbor, Maryland for a half-week of events on the East Coast. 

Convention Sales & Services Summit

On March 23, Destinations International invites industry professionals to hear more on leveraging community stakeholders, the uncertain current state of destinations, travel and meetings and some of the new roles meeting professionals have been finding themselves in as of late. Join March 23 for industry leader insights.

IAEE’s Women’s Leadership Forum

On March 24, women talk to women about business leadership, motivation, career strategy, how to succeed in one’s current position and more. IAEE’s event aims to not only build up, but support women.

PCMA Foundation’s Visionary Awards

On the evening of March 24, PCMA Foundation is hosting a black-tie awards show, reception and after party to recognize the most recent stars of the business events industry on the stage.

Destination Showcase

Destinations International wraps up their event week with a showcase to connect destination organizers and managers with business events strategists and management professionals. Friday, March 25’s event is a meeting place for top meeting planners.

April

Cvent Connect 2022

This showcase of the latest technology, best practices and industry professionals will be April 11-14 at Caesars FORUM in Las Vegas.

May

National 3-Day Experience

Start your week by joining Smart Meetings at Kimpton EPIC Hotel in Miami, Florida from May 1 through 3 in the fresh spring sunshine.

IACC Americas Connect 2022

International Association of Conference Centers event at Park MGM Las Vegas May 23-25 will focus on people, community and environment. Bonus Global Copper Skillet Final will add space to the gathering.

IMEX Frankfurt

The 20th anniversary of the global meetings, events and incentive travel industry gathering will be May 31 – June 2 in Germany.

June

PCMA Educon

PCMA’s summer programming will land at Hyatt Regency New Orleans June 5-8.

Event Tech Live Las Vegas 

This hybrid expo will feature more than 100 education sessions and 100 exhibitors June 7-9 at Expo at World Market Center Las Vegas.

Regional 1-Day – Mid-Atlantic

The Hamilton Hotel Washington DC is having Smart Meetings over for an eventful day in the nation’s capital on June 16.

MPI WEC 2022

MPI is celebrating its 50th anniversary at World Education Congress in San Francisco at Moscone Center June 21-23.

July

Regional 1-Day Experience – Northeast

We are planning a full day in the northeastern U.S. for this July. More information is to follow on our website’s events listing.

Destinations International 2022 Annual Convention

Innovators, industry leaders and leaders outside the industry are gathering at Destinations International’s three-day event from July 19 to 21 in Toronto, Ontario, Canada. Attendees will cover localized insights, collect advice from global industry experts and discuss other aspects of leadership in our current, virtually unprecedented business and meetings landscape.

August

ASAE Annual Meeting & Exposition

The Center for Association Leadership will bring their annual event to Nashville, Tennessee Aug. 20-23.

Smart Woman Summit Conference & Awards Gala

This year, our Smart Woman Summit is at the luxury hotel Grand Hyatt Nashville in Tennessee. Join us Aug. 26 to celebrate and connect with brilliant women throughout the industry.

Annual Smart Woman Summit Conference & Awards Gala

This year, our Smart Woman Summit is at the luxury hotel Grand Hyatt Nashville in Tennessee. Join us Aug. 26 to celebrate and connect with brilliant women throughout the industry.

National 3-Day Experience

The Sunday following our Annual Smart Woman Summit in Tennessee, Smart Meetings begins its half-week event, again at Grand Hyatt Nashville, from Aug. 28 to 30.

September

SITE Global Classic

SITE Foundation’s flagship fundraiser will bring together top incentive planners to raise money for research, education and advocacy Sept. 11-14 at The Boca Raton in Florida.

Incentive Experience

Smart Meetings’ Incentive Experience event in Playa del Carmen, Mexico is a 3-day excursion at the Hotel Xcaret Arte. From Sept. 18 to 20, join us for a warm stay and exciting activities in the Riviera Maya region, on the Caribbean coast of the Yucatan Peninsula.

October

Caribbean Travel Marketplace 2022

Caribbean Hotel and Tourism Association announced the the 40th run of the annual tradeshow will be in San Juan, Puerto Rico, Oct. 3-5 with an expected 750 travel buyers, advisors and suppliers from 20 different countries.

IMEX America

IMEX America at Mandalay Bay Resort and Casino celebrates the heartbeat of the global business events community Oct. 11-13.

Advocacy Summit

Destinations International is heading to Bloomington, Minnesota from Oct. 26 to 28 for a three-day event that focuses on how to be a community-conscious and human-centric company, organization, event and destination.

November

FICP Annual Conference

Financial and Insurance Conference Professionals will meet Nov. 13-16 at Omni Boston Hotel at the Seaport.

Event Tech Live London 2022

This hybrid expo will feature more than 100 educational session and 100 exhibitors for 3,500 attendees Nov. 15-17 at ExCeL London.

 

Regional 3-Day Experience

Smart Meetings has another three-day event for the month of November 2022 in the works. More information is to follow on our website’s events listing.

Check back on our Smart Events page for future updates and details to come on all Smart Meetings events.