As boomers head for the exits, the next generations will dominate the business world. Gen X, millennials and Gen Zs in the early years of their careers are now at the wheel. So, what kinds of changes and adjustments will these folks in their mid-20s to late 50s bring to the meetings industry — from the design of convention facilities and hotels to the creation of menus and meeting agendas? Here are some thoughts.
Rethinking Spaces
ASM Global knows younger generations are driving the events industry, so it set out to ask what they want and need by doing a survey of 20,000 ASM convention organizers and attendees. The results will guide how the company changes its convention facilities. Among its plans are “hush hubs,” quiet workspaces that allow meeting attendees to catch up on their work without leaving the convention center or missing important sessions. Other priorities of these next gens revealed by the survey: state-of-the-art digital networks, cutting-edge digital wayfinding, wellness programs, video/virtual immersive experiences, relaxation and productivity lounges, and personal meeting spaces. The respondents also spoke out about the importance of fun on-site or off-site events, interactive elements, high-speed digital connections, social media before, during and after the convention, and elevated food and beverage offerings.
Seeking More than a Bed
Hotels have been early adapters when it comes to making changes that attract Gen X, millennial and Gen Z guests. By choosing properties that have the features and qualities these audiences value, meeting planners might boost attendance. These tech savvy crowds want wi-fi that’s fast, reliable and free — which, with a few exceptions, has become an industry standard. Digital check-in, mobile apps and in-room media are big pluses. Hotels that have inviting, casual gathering spaces and interesting extras like rooftop bars and pools; morning yoga or bikes to borrow; and happy hours or craft beverage bars also draw these generations. And, given their tendency to post their travels and experiences on Instagram and TikTok, these attendees can also serve as unofficial promoters of an organization, with their posts potentially stirring interest in future meetings.
Keen on Connecting
Meeting planners have gotten the message — these attendees want to network. In fact, in one survey, 90% of meeting planners said that networking spaces adjacent to meeting spaces are more important than ever. But creating opportunities for networking should go beyond clutches of couches and chairs in the preconference area. So, opt for a cookout or a picnic over a staid sit-down meal or a pub crawl instead of a traditional meet-and-greet reception. On a free afternoon, a hike through the woods, a rafting trip down a river, or a few hours doing projects to help the poor could spark new professional connections. Warm drinks around a fire pit or a cozy indoor space stocked with board games and puzzles can keep people engaged with their peers instead of in their rooms, checking email and watching Hulu.
Supporting Sustainability
Environmental concerns were much less in the spotlight when boomers were in their heyday. But with each subsequent generation, sustainability has become more important. Today’s attendees appreciate and even demand venues that make meaningful efforts to reduce waste, whether by adding features like water refill stations, low-flow toilets and LED lighting; using alternative power sources like solar and wind; recycling as much as possible; and donating leftover food to those in need. Meeting planners can earn points with the crowd by using as little paper as possible and instead, putting agendas, educational materials and updates online. Choosing venues and hotels that have earned green certifications will win over these crowds, many of whom say they are willing to pay more to stay in sustainable properties.
Planning Variety
From speakers to suppers, it’s out with the old and in with fresh approaches. The traditional lecture-style educational session is a snooze for younger crowds, so consider a campfire format, where a speaker gives a short presentation, then the floor opens to audience questions and comments, with a facilitator in charge. Or, add elements of technology with polling and other apps that allow the audience to interact in real time with speakers. When it’s time to dine, avoid the standard plated dinner and host a food truck rally instead. Or set up food stations around the pool with varied seating, from stand-up tables and traditional rounds to couches with coffee tables. For breaks, shake it up in a cool way with a tasting that spotlights ice cream from a local maker. And it’s crucial to consider the different tastes and needs of this crowd, so pour zero-alcohol beer as well as local craft brews and aim for a diverse lineup of dishes to fit vegetarian, vegan, keto and other diets.
