Inside the Skift Meetings Innovation Lab: Top Challenges and Solutions for Planners

The Skift Meetings Innovation Lab at IMEX America 2024 spotlighted the pressing challenges in the meetings and events industry. This two-hour, planner-only event, held on October 6 as part of IMEX America’s Smart Monday, gathered meeting experts from around the globe—participants connected while discussing their biggest challenges, supported by insights from the latest Skift research.

The discussions were lively, and while not all discussions generated solutions, participants shared openly and were energized by the experience. Their insights and recommendations are summarized below.

The Skift Meetings Innovation Lab at IMEX America 2024 was sponsored by the Budapest Convention Bureau.

1. Budgets and Cost Constraints

Budget pressure remains high across the board, but associations especially struggle to find suppliers that align with their scale.

One common gripe? Audiovisual (AV) costs. Planners shared stories of steep charges for standard gear, citing monopolistic practices by in-house AV suppliers. Some reported feeling their events are subsidizing outdated backup setups and untrained staff.

Some planners suggest proactive strategies to reduce costs and ensure quality without inflated fees.

• Scrutinize venue contracts before signing, removing exclusivity clauses for AV.
• Send AV requests for proposals (RFPs) to multiple providers to foster competitive pricing.
• Work with third-party auditors to assess proposed AV setups.
• Specify exact equipment models and set experience requirements for techs.

2. Tight Bandwidth and Short Lead Times

With compressed lead times becoming the global norm, planners are stretched thin. U.S. “always-on” work culture amplifies these stresses. Hotel sales teams often report planners going silent after receiving proposals, leaving hotel sales teams scrambling for details.

Some industry insiders argue that AI could help ease these bottlenecks. By automating routine tasks, AI tools could lighten the load for short-staffed teams. But there’s a downside: if AI increases efficiency, it might create expectations for nonstop service.

For planners wary of overstretching their teams, global outsourcing could be an effective alternative, giving them access to support across different time zones and expertise.

3. The Metrics That Matter: Data and ROI

Deciding on the right metrics remains a complex task for event planners. One straightforward solution is ‘cost per touch,’ a simplified metric that can simplify how companies think about the return on investment for different marketing and communications activities, including events.

But beyond this baseline, the core question is what to measure. Many planners suggest defining key performance indicators (KPIs) at the outset, focusing on actionable metrics that can provide insights into attendee engagement, lead generation, and content effectiveness.

4. Struggle with Event Marketing

Corporate event attendees are harder to draw than ever, with planners under pressure to demonstrate clear value. To attract and retain attendees, planners need to provide a clear, personalized answer to “What’s in it for me?”

Getting there requires a sufficient budget and a dedicated staff. But in reality, many teams are stretched too thin, handling multiple roles and responsibilities. Social proof is vital for events that want to elevate attendee acquisition: testimonials, case studies, and post-event results give potential attendees a tangible reason to sign up.

5. AI and Event Tech: Beyond ChatGPT

AI is here to stay, but its applications in event tech remain limited. Registration processes and other tech-driven logistics have yet to benefit from generative AI. Facial recognition is a potential game-changer, but privacy concerns pose a significant hurdle.

The consensus at the Innovation Lab was that while ChatGPT has dominated headlines, planners should look out for other AI applications, like predictive analytics and personalization engines. These tools could redefine how events are managed and experienced, but a cautious approach is necessary.

6. Innovation Lab Participants Back the Wellness Factor

Wellness isn’t just about implementing amenities—it’s about finding the motivation to make lasting changes. Planners note that getting stakeholders on board is challenging without a strong case for ROI.

Many argue for a top-down approach to shifting the conversation. This includes educating stakeholders on the productivity lost when attendees are burnt out or stressed. Conversely, one bottom-up approach involved surveying attendees directly, giving planners a better idea of what wellness means to them. Both strategies are valid and should be complemented by showing leadership the financial and experiential risks of neglecting wellness.

7. The Road to Diversity and Inclusion

Innovation Lab participants agreed that diversity and inclusion are essential, but achieving real buy-in is an ongoing challenge. Implicit bias often undermines corporate initiatives, with organizations unsure of how to tackle root causes effectively.

A mindset shift is needed, one that goes beyond checking boxes. Planners recommend a simple but powerful step: ask attendees about their experiences and adjust accordingly. When attendees feel genuinely included and connected, they’re more likely to view an event favorably and engage deeply.

8. Career Progression in the Meetings Industry

Career development in the meetings industry varies significantly, with limited options for senior-level education and training. Innovation Lab participants noted that industry associations provide valuable resources for entry- to mid-level professionals, but there’s a clear gap at the top.

Whether there’s a market for specialized education for seasoned professionals remains a question. Such an initiative could support planners aiming to transition into senior or strategic roles where the industry’s demand for skilled leadership continues to grow.