In the new ecosystem of business events, which is characterized by digital and hybrid formats as much as by the longing for authentic locations, emotional experiences and sustainable concepts, people's motivations are also shifting when they decide for or against physical participation in events.
The GCB German Convention Bureau will be investigating this refocusing together with the Fraunhofer Institute for Industrial Engineering in the Future Meeting Space 2022 research project.
The research program at a glance:
- Key questions: Why, in what form and how often will people participate in physical events in the future and what added value will they gain from doing so?
- Definition of different typologies of business travelers and event visitors
- Derivation of destination and experience promises as well as identification of suitable target groups and offers
- Development of recommendations for action for different stakeholder groups