Mice Survey Overview and Respondent Demographics

Mark Brown, founder of Viewz AI, introduced a survey reaching 250 supply-side leaders across various countries, primarily in Europe and the Middle East. Two-thirds of respondents had a positive or very positive outlook on the industry. Sustainability, diversity, inclusivity, and equity emerged as key trends, with sustainability being crucial for long-term business success.

Lead Generation Channels and Business Segments

The top lead generation channels included attending meetings, forums, and using Cvent. Email marketing, venue finding listings, and ibtm were also significant. Private events and corporate meetings accounted for 50% of business segments, while conferences and other categories filled the remainder. Over two-thirds of respondents conducted substantial international business, which emphasized the increasing importance of sustainability.

External Factors Impacting Sales Performance

Key external factors affecting sales performance included flight connections, events in the area, location, and accessibility. Shifts in corporate travel and consumer preferences were noted as additional influencers. Location and technology adoption were seen as crucial for attracting business. Nearly half of the respondents rated their venue’s current technology adoption as good, and 20% rated it as excellent.

Emerging Technologies and Sustainability Practices

Emerging technologies such as AI, virtual tours, RFP automation, augmented reality, virtual reality, IoT, and hybrid events were viewed as transformative for the venue sales industry. A significant 64% of respondents believed sustainability practices would positively impact their business. Proactive action on sustainability and net-zero initiatives was reported by 84%, though 16% were not yet taking steps. Half of the venues already had virtual tours, and another third planned to implement them.

Recruitment and Staffing Challenges

Half of the respondents indicated they were fully staffed, while the other half reported vacancies. A staggering 90% found recruitment challenging, with only 2% considering it easy. AI was recognized as a potential solution to enhance productivity among existing staff. The survey stressed the importance of maximizing staff productivity, with AI expected to play a key role in this area.

Adapting to Changing Customer Preferences

Half of the respondents were adapting to shifting customer preferences and industry changes, while 46% believed they were well positioned to handle the future. However, 60% felt they were behind the curve. The top technology solution for 2024 was on-site technology enhancements, such as providing tablets for attendees. IoT technology for tracking sustainability and AI for greener events were also highlighted as future priorities.

Technology Solutions and Process Improvements

RFP management was identified as the process most in need of technological improvement, with AI seen as transformative in this area. Event planning, operations, and recruitment were also areas highlighted for potential technology-driven improvements. Membership in trade associations and staying informed on AI and MICE industry developments were common areas of interest among respondents.

Conclusion and Future Outlook

The survey aimed to support venues in becoming more sustainable, productive, and successful. Leveraging technology to address current challenges and enhance operations was a key theme. Using AI and digital twins can help solve the staff shortage issue and contribute to net zero sustainability goals.