2010 Research—The Year In Review

Collaborative Industry Research/Convention Industry Council (CIC)


The Economic Significance of Meetings to the U.S. Economy

Funded by a consortium of CIC members, the Economic Significance Study for the U.S. Meetings marketing is expected to be released in early February. This study will provide the total economic significance that meetings represent and will produce a basis for ongoing benchmarking and analysis of the meetings sector. The study is being conducted by PricewaterhouseCoopers.


An alliance of eleven of CIC’s thirty-one member organizations is funding the study, making it truly a collaborative industry effort, and will provide the industry with credible statistics that quantify the economic contribution of the meetings sector to jobs, taxes and the national economy.


Time and Motion Study

CIC, through the APEX initiative’s Technology Advisory Council, has commissioned a research project to study and quantify the time, resource and accuracy costs of current methods of communicating and processing event logistics.  This research will be the first wide-scale assessment of this ubiquitous business process issue within the convention industry.  The research will be conducted by the Rosen College of Hospitality Management at the University of Central Florida.  The study is made possible in part by the participation of Gaylord Hotels, Hilton Hotels & Resorts, Marriott International and Starwood Hotels & Resorts. 


American Hotel & Lodging Association (AHLA)

2010 Lodging Survey

Considered the lodging industry's most thorough piece, this study is conducted approximately every two years to track the size, scope, and emerging trends of the lodging industry.  Owners and general managers are questioned on more than 120 topics, including types of in-room amenities, security and technology features, food and beverage options, number of beds, green initiatives, pet friendly, frequency of renovation activity, and wireless technology.  AH&LA members may download a free copy from the Members Only section of the AH&LA Website, www.ahla.com.




Policies & Procedures, Volume 7: Conventions/Meetings/Education and Professional Development

This valuable benchmarking tool contains over 65 tables of data on conventions, meeting logistics, education programs, certification, and accreditation. See how your organization measures up against other organizations of similar size and type in the professional development area. To see a complete index of tables, click here.

Association Compensation and Benefits Study, 2010-2011 Edition

The most comprehensive compensation and benefits study available on the association industry. This study is updated with the latest data from nearly 1300 participating organizations. Data for individual positions related to meetings and conventions, such as Meetings/Conventions Chief, can be downloaded in PDF form from the ASAE Bookstore.


The Decision to Learn: Why people seek continuing education and how membership organizations can meet learners’ needs

The Decision to Learn surveyed nearly 8,000 association members about their learning preferences, including past and intended behavior related to virtual meetings attendance. Read an article about the study here.

199 Ideas: Building Meetings Attendance and Revenue

Use this book as a checklist to ensure you’re doing everything you can to boost attendance by giving attendees a reason to come back; increase revenue, including ideas on events, exhibits, and sponsorships; and reduce expenses. Full of bottom-line boosters that really work. Purchase here.


Designing Your Future: Key Trends, Challenges, and Choices Facing Association and Nonprofit Leaders

Designing Your Future helps you spot trends and is an excellent resource for preparing your board and your staff to become better prepared for coming trends. Inside, you’ll find a refreshingly in-depth look at social, economic, technological, environmental, and political trends – and get an up-close look at their potential impact on meetings and other association professionals. Read the executive summary.

Operating Ratio Report, 13th Edition

Operating Ratio Report acts as the benchmarking tool that lets you analyze where your organization stacks up financially and operationally in all standard areas of association management, including meetings and expositions. See the table of contents.



Center for Exhibition Industry Research (CEIR)

2010 CEIR Index

The CEIR Index is a proven tool for exhibition organizers. Utilizing the Index, an organizer can compare how particular show data compares to others in the same industry sector. The seventh annual CEIR Index report provides exhibition industry performance data for 11 key industry sectors. Events can be filtered individually, or combined according to:

Geography: Sort events by city, state, province and regional classifications

Industry: Find specific events by 12 industry classifications

Price: Get average prices charged per square foot by size, geography and industry

Size: Group events according to net square footage

Month: Filter events as they occur month-by-month


The Economic Impact of International Non-Participation in the Exhibition Industry Due to US Visa Issues

CEIR commissioned Oxford Economics to conduct the assessment during the summer of 2010 based on a nationwide survey and the CEIR Exhibition Industry Census. Study findings include the following:

Visa issues precluded 116,000 international participants from attending U.S. exhibitions. This includes 78,400 international attendees and 37,900 international exhibitors who were hindered from participating.

With no visa barriers in place, the U.S. economy would realize increases in business sales tallying $2.4 billion ($2.6 billion including sales to foreign exhibitors). These gains include $1.5 billion in business-to-business trade, $540 million in registration fees and exhibition space spending and a $295 million boost to visitor spending.

The new $2.4 billion in sales would be able to sustain more than 17,500 jobs directly, 43,000 jobs overall and generate three-quarters of a billion dollars in state and federal taxes.

CEIR says current U.S. visa policy discourages and/or makes it impossible for many foreign nationals to obtain a visa to enter the country to conduct business at exhibitions. In many instances, the face-to-face interview currently required at consulate offices may last just two minutes, with no questions asked or paperwork reviewed that would validate the need for a visa.

The Spend Decision: Analyzing How Exhibits Fit into the Overall Marketing Budget

This study evaluates the behaviors and opinions of marketing executives at mid to large sized organizations that use business-to-business exhibitions as a part of their marketing mix. This report offers insight into how much of marketing funds are allocated to exhibition spend, what objectives marketers seek to achieve using the business-to-business exhibiting medium, and how they measure the success of exhibiting. Historical information is provided herein on the extent of activity by exhibiting companies from 2007 to 2009 with projections for 2010.


Digital + Exhibiting Marketing Insights 2010

The Center for Exhibition Industry Research (CEIR) has once again partnered with George P. Johnson Experience Marketing to explore the intersection between digital and exhibit marketing. Co-produced with The Jordan Edmiston Group, Inc. (JEGI) and with the support of the Event Marketing Institute, the 2010 Digital + Exhibiting Marketing report highlights the evolution of the industry's approach to the use of digital media, with a special focus on how this medium is being used in the context of the event lifecycle. For more information on the CEIR Studies and to order, go to http://www.ceir.org  

The Power of Exhibitions in the 21st Century: Identify, Discover and Embrace Change from the Point of View of Young Professionals – Phase II. The first phase of the study, conducted in 2009, explored whether the young generation, commonly known as GenX and GenY/Millennial, will view exhibitions in the same way the older generation did in the past. The results confirmed that the young generation view exhibitions and other face-to-face marketing events as valuable and although technological advances, the economy and other factors have impacted their ability to attend, they still value the face-to-face opportunity. The study explored the exhibition floor and educational aspects of the event. The second phase of the generational study explored what types of marketing messages resonate with the young generational, and what types of media most appeal to them.


An Analysis of Changes in the Key Factors Affecting Exhibit Recall in the Last Decade: This is an update to a study published in August 2000, Most Remembered Exhibits: An Analysis of the Factors Affecting Exhibit Recall. The study explored the reasons for remembering exhibits including Product Interest, Well-Known Company, Product Demos, Stage/Theater Presentation, Booth Personnel, Color/Design, Giveaways/Samples, and Literature. In the depersonalized world of today’s business and sales environment, current data shows that experience involving human contact and engagement is increasing in effect, perceived value and memorability.



Healthcare Convention and Exhibitors Association (HCEA)

The HCEA Top 50 Largest U.S. Medical Meetings

The following HCEA Top 50 medical meeting list was compiled based on all reported healthcare conventions reported to the Healthcare Convention and Exhibitors Association (HCEA) taking place in 2009 in the United States.

Ranking Criteria
The top 50 largest medical meetings are ranked by total reported attendance, which is all registered participants at a convention, including exhibitors. In the case of a tie, professional attendance is used to further determine the rank. These meetings are reported for 2009 and include both actual and estimated attendance figures. This is self-reported information provided by the event organizers. http://www.hcea.org/research_top50.asp

HCEA 100 Index of Healthcare Conventions

A recent research report by the Healthcare Convention and Exhibitors Association, the HCEA 100 Index Report, identifies 100 bellwether medical conventions throughout the U.S. The HCEA 100 Index is unique in that attendance size is not the primary prerequisite for inclusion. Rather, the goal is to represent the bellwether medical conventions across a broad spectrum of medical specialties to obtain a more representative snapshot of the entire healthcare industry. These 100 bellwether conventions collectively represent the leading medical meetings in 74 different healthcare specialties. http://www.hcea.org/research_100.asp Access to the full report is available to HCEA’s Members.


Hospitality Sales & Marketing Association International (HSMAI)


The Evolving Dynamics of Revenue Management: A Comprehensive Revenue Optimization Road Map for Hotel Owners, Operators and Practitioners
This HSMAI Foundation publication brings you and your property the very latest information on understanding the market, market segmentation, forecasting, revenue strategy, pricing, inventory control strategies, and performance analysis. Included are a plethora of case studies to help you optimize revenue at all levels. http://www.hsmai.org/resources/research.cfm


A Travel Professional’s Guide to Leveraging Location-Based Marketing.


With the increasing popularity of GPS-aware mobile devices such as smart phones and iPads, the mobile landscape is where more and more customers are residing. Taking note of this emerging trend, The HSMAI Travel Internet Marketing Special Interest Group, in partnership with TIG Global, has released a new white paper titled, A Travel Professional’s Guide to Leveraging Location-Based Marketing.

The paper explores the numerous methods hospitality businesses are practicing in hopes of reaching potential customers based on their physical locations. Strategies for leveraging location are outlined by various topics including proximity marketing, mobile couponing, QR Codes and augmented reality.



International Association of Venue Managers

Venue Research Institute

The International Association of Venue Managers (IAVM) created the Venue Research Institute (VRI) to act as a clearinghouse of venue industry research. This initiative was developed based on feedback from the membership identifying a strong need to collect and compile research and data.

The long term strategy of the VRI includes not only benchmarking venues but also measuring the scope and impact of the public venue industry worldwide, identifying economic impact, as well as incentivizing and distributing primary empirical research.

The goal of the benchmarking project is to provide on-line on-demand access to data that serves three objectives:

     1. To provide IAVM members and our members’ stakeholders
         with an on-going perspective of the breadth and depth of
         the public assembly venue sector
     2. To monitor trends in each sector of the venue business and
         share key observations with IAVM membership and the field
     3. To offer useful benchmarking tools to IAVM members to
         enhance continuous improvement efforts and support best

The benchmarking initiative will offer three tiers of data to the industry and IAVM members. The first tier includes basic data to show big picture measurables, such as: overall attendance, venue size, gross revenue, gross expenses, and number of employees. The second tier, allowing for more specific benchmarking, will include: event activity, occupancy rates, revenue and expense details, policies, outsourcing. The third tier, offered through the “Research Partners,” will include detailed and comprehensive metrics for comparison and operational improvement. www.iavm.org




Site Index: Annual Survey (August 2010)

The Site International Foundation is proud to present the first Site Index: Annual Survey results. Designed to both compile data for immediate use and to serve as a baseline for future comparison of industry performance and trends, a variety of industry forecasts and trends were studied.

The study findings reinforced the concept that motivational travel incentives as extrinsic motivators continue to be more desirable than other forms of rewards directly linked to measureable business results. The findings continue to demonstrate a high expectation that the requirement for measurement will increase in both the short and long term. As originally reported in the Site Index: Focus on Measurement of ROI/ROO, motivational events professionals will need to clearly communicate to clients and management both the expected return from their investment and how this return will be clearly measured.


Focus on Destination Selection (November 2010)

As part of its ongoing Site Index research initiative, The Site International Foundation released its Focus on Destination Selection study. The report reviewed the key factors that determine which locations are selected as rewards for performance in motivational marketing programs.

The report identified the top three up-and-coming destinations as Africa, Hawaii and China. While budgets are on the rise, many respondents are choosing to stay closer to home, limiting travel time to between three and nine hours. Many respondents reported a decrease in the use of international travel because of the economy. While some mentioned that budgets are increasing, there are still many economic concerns among users. A number of respondents also gave “perception” as a reason for not traveling internationally. To read the report, go to: http://www.siteglobal.com/Portals/0/Research/Site_Index_Destination.pdf

2010 German Market Study

The Site International Foundation Board of Trustees and leaders of the Site Germany Chapter announce the release of the 2010 Study of the German Incentive & Motivational Travel Market. Seen as one of the world’s leading source markets and destinations, Germany serves as a guidepost for an interconnected Europe.

The study looked at a diverse sample of industries and returned results from organizers who plan an average of 15 incentive programs a year. The report provides point-in-time-benchmarks specific to German incentive travel programs both domestic and outbound. http://www.siteglobal.com/Portals/0/Research/German%20Study/2010Study_GermanIncentiveMotivationalTravelMarket.pdf


Meeting Professionals International (MPI)

MPI’s Business Barometer 

MPI’s Business Barometer, sponsored by the MPI Foundation and American Express, is a near-term study to report as clearly as possible what industry professionals are collectively thinking, doing, and planning based on actual and anticipated economic conditions. The MPI Business Barometer was created to monitor our industry’s most immediate needs in relation to economic concerns and opportunities. In order to achieve this, we invite 1,000 industry leaders, MPI members and non-members alike, across all geographic and industry segments, to share their views on current business conditions. The Business Barometer is published and posted bi-monthly.

Future Watch 2010

Each year, in partnership with American Express, MPI conducts a comprehensive survey of global meeting and event professionals, aimed at spotting trends and competitive factors that will shape the global industry in the coming year.

FutureWatch2010 provides a compelling snapshot of an industry in transition, as event professionals develop the methods, markets and best practices that will enable them to thrive in a tough economy. This year’s FutureWatch drew responses from 1,832 MPI members representing 39 countries and 70 chapters and clubs, including 967 planners and 813 suppliers. The survey found initial signs of cautious optimism about the industry’s prospects for 2010, combined with a sense of realism about the new realities that meetings and events will face.

Britain for Events

Two years ago, MPI unveiled its Canadian Economic Impact Study for meetings and events. Britain is next on board. The Business Visits & Events Partnership has unveiled a 118-page report on the impact meetings have on the UK's economic strength.

The Case for Face-to-Face (September 2010): Meetings can be completely virtual, completely face-to-face, or a hybrid of the two. Leading companies are using all three formats. The challenge for meeting planners is to decide which format is most effective for important business outcomes. This paper examines those science-based decision criteria to help executives determine when face-to-face is the most effective approach to large-group meetings or events.

Critical Factors for ROI in the Meeting Industry (July 2010): This research provides a greater understanding of the challenges that meeting planners face in demonstrating the value of their events and also provides useful information and direction for planners who wish to document and report the return on investment of their meetings.

To access MPI Research, go to: http://www.mpiweb.org/Portal/Research?all=1



Professional Convention Management Association (PCMA)

Impact of Pharmaceutical Guidelines and Industry Funding on Healthcare Organizations (2009-2010)

In the fall of 2009, PCMA launched a survey designed to assess how the 2009 Pharmaceutical Research and Manufacturers of America (PhRMA) and Advanced Medical Technology Association (AdvaMed) codes have impacted healthcare meeting planners. Funded by a grant from the PCMA Education Foundation, the survey examined industry support and funding that is currently being received for key educational programs, and how that may be changing.

Among the healthcare meeting planners surveyed, findings include:

Nine in ten (95%) indicate their organization receives industry funding for their educational meetings.

• Over two-third indicate that the new PhRMA and AdvaMed Guidelines have impacted the level of industry support for their educational meetings (68%).

• More than four-fifths expect industry funding to decrease over the next one to three years (84%)

The study was conducted by The Boone Group, an independent research firm

Meeting Planners Intentions Survey - Outlook 2010/2011
The Professional Convention Management Association (PCMA), American Express (AMEX) and Ypartnership are committed to conducting research that provides meeting professionals with timely and actionable insights they can use to maximize the value of the contribution they make to their organizations or corporations. Accordingly, they fielded a second (annual) North American Meeting Planner Intentions Survey during the months of April and May, 2010.

The 2010 PCMA/AMEX/Ypartnership Meeting Planner Intentions survey was a sequel to last year's survey of professional meeting planners designed to assess their near-term intentions with respect to planning and hosting off-site meetings and conventions. The primary objective of the survey was to understand and measure the impact of the current economic and media environment on:

• The type and frequency of meetings planned/hosted in 2010/2011 versus 2009;
• Current considerations in destination and hotel/resort selection;
• Influence of the current economic environment on future meeting intentions;
• Influence of the current media environment on future meeting intentions.

2010 Meetings Market Surveys

Measuring the economic impact of meetings is crucial to the success of meeting planning professionals, supplier partners, and service providers. Convene®'s annual "Meetings Market Survey" paints the most comprehensive picture of the meetings market, courtesy of hundreds of professional PCMA members, who provide extensive input in response to a detailed questionnaire. While many questions remain the same year after year in order to accurately follow key industry benchmarks, a number of questions change to reflect new meeting planning issues and developments. No other meetings industry study matches this survey's depth or breadth.


U.S. Travel Association

Travel Forecasts

We know what has happened in the past, but what does the future hold for travel volumes, spending and other economic indicators? Driven by the U.S. Travel’s proprietary travel forecasting model, our bi-annual domestic forecasts allow U.S. Travel research subscribers to review the industry’s performance and to consider the prospects for the coming year and beyond. U.S. Travel members also have access to Tourism Economics forecasts for international and overseas visitor arrivals and spending.


Travel Sentiment Index™

The Traveler Sentiment Index™ (TSI) is a quarterly measurement of consumer attitudes toward leisure travel based on the following factors:  available time and finances, interest, affordability, safety of travel and quality of service.  The TSI is indexed to a March 2007 base of 100.  Data used to develop the Index are captured on 2,200 responses from U.S. adults through the travelhorizons™ survey, a joint project of the U.S. Travel Association and Ypartnership.  Each of the six indicators is indexed to the baseline of 100 and then combined to create the overall Traveler Sentiment Index™.  Survey results are representative of the U.S. adult population.



The travelhorizons™ research program is the first and only tracking survey designed to determine the impact of current events on the travel intentions of Americans. A joint program of the U.S. Travel Association and Ypartnership, the quarterly Internet poll of nearly 2,300 U.S. adults measures the effects of economic, social and natural developments on both leisure and business travel intentions of Americans.  Through special topics, the survey delves into existing and developing issues that have the potential to impact your business and travel to your destination.  Captured and released in virtually “real time,” travelhorizons™ data gives clients the most up-to-date insights into changes in travel attitudes, perceptions, and behavior. 


U.S. Travel Tracker

The U.S. Travel Tracker is a monthly service provided by the U.S. Travel Association and Tourism Economics that brings together a host of monthly indicators and analysis to provide nearly real-time perspectives on the performance of the U.S. travel sector and overall economy.

Subscribers to the service receive online access to data, charts, and analysis which provide a broad view of recent trends and leading indicators of what the coming months hold for the U.S. travel sector. Every month, the U.S. Travel Tracker will provide a one-stop source for the latest information on the economy, travel trends, hotel performance, air transport, and traveler intentions.


IVIS™ International Markets Analysis

The IVIS™ U.S. and World Data Sheet provides a summary of the global and U.S. international tourism markets, while the IVIS™ Top 25 Summary contains the latest count of U.S. visitor volumes from the top 25 origin markets.  The IVIS™ Market Profile reports contain detailed information on each origin country, including the latest arrivals figures, visitor profiles, market share and top leisure activities.  The detailed reports are available exclusively to U.S. Travel research and premier subscribers.



IVIS™ Online Database

The U.S. Travel Association's IVIS™ Online Database is a powerful tool to help our International and Premier subscribers understand the flow of international travel to the United States by year, country and across 16 key indicators. 


Travel Forecasts

We know what has happened in the past, but what does the future hold for travel volumes, spending and other economic indicators?  Driven by the U.S. Travel Association’s proprietary travel forecasting model, our bi-annual domestic forecasts allow U.S. Travel research subscribers to review the industry’s performance and to consider the prospects for the coming year and beyond. U.S. Travel members also have access to Tourism Economics forecasts for international and overseas visitor arrivals and spending.


Economic Impact of Travel and Tourism

The Economic Impact of Travel and Tourism report provides a summary of the relationship between travel and the U.S. economy in terms of spending, employment, payroll and tax revenue.


Travel Price Index (TPI)

The Travel Price Index tracks monthly changes in U.S. travel prices for lodging, gasoline, airfares, and more, in comparison to changes in the Consumer Price Index.


For more information on U.S. Travel Research, go to: http://www.ustravel.org/research