With All This Free Education, Industry Associations Need to Up Their Game

It seems like every time planners check their email, there’s another invite to a hosted-buyer program, whether it’s from an industry magazine, a hotel company, or a tourist board. Many promote education as a main selling point and offer CEUs for attending.

Because there’s no cost to attend, they have become a popular choice for any planner on a tight budget, and let’s be honest, that is pretty much everyone right now.

The best of these hosted-buyer events offer a level of education that’s comparable with that of the meetings industry associations. Some focus on a single theme, such as wellness or technology, which allows them to include more sessions on one topic than can be found elsewhere. 

However, some industry leaders question if these events could be eroding the value of the education offered by industry association events – which cost hundreds, or even thousands, of dollars to attend.

Planners Share Mixed Reviews

“I do believe that PCMA, FICP and MPI provide a bit more of a prestigious level of education,” said Carlin Putman, meeting and event specialist, Page-One Meetings and Events. “Because planners are paying a fee to attend, I believe this allows those associations to ‘level up’ on their education and speakers.”

Others disagree. “In my experience, the content at industry conferences has been fairly uninspired and too general for a long time,” said Wendy Porter, chief events Strategist, Wendy Porter Events, LLC. “I think a big part of this is because the people planning these conferences are often junior in their careers and don’t fully understand what senior planners need.”

Porter would like to see tracks of content tailored to career stages. “Many sessions at industry conferences feature content I could present myself.”

Different Meetings, Different Missions

Events are growing more sophisticated when it comes to their educational offerings. The Incentive Research Foundation, for one, has re-created its education in response to attendee feedback.

“We have heard the demand for increased education that is both research-based and provides the group with an opportunity to share their own insights and experiences,” said Stephanie Harris, president. “In our 2024 post-event survey, there was a demand for even more education, so we reengineered the 2025 agenda to allow for additional sessions.”

Discriminating planners have very specific requirements.

“I’m very selective about the events I choose to attend,” said Porter. “In addition to the educational components, the quality of exhibitors, experiential activations on the show floor, and appropriate opportunities for networking need to be robust. If those elements are not in place, I won’t even apply as a hosted buyer. Period.”

Lisa Dreier, senior experience design and sourcing manager at Creative Group, says she always finds some takeaways from the hosted buyer events she attends, though “some have brought greater value than others.”

She’s a fan of Cvent CONNECT, which allows planners to attend as paid registrants or commit to attending 6, 15-minute exhibitor appointments as hosted buyers. “While the Cvent event may not initially seem as alluring as an exotic fam, learning how to use the tool more efficiently and effectively can give you a jump on competitors. It's about doing the research on the events from which you as a buyer would be able to take away the best knowledge.”

Another consideration that detracts from some hosted buyer events is that the attendees might not be of the same caliber as those who pay to belong to an association and travel to its events. This can bring down the quality of the interactions during educational sessions – and throughout the entire experience. “It’s very important for hosts to vet the audience to make sure the right individual attends,” Dreier said.

Competition Will Drive Quality

Lori Pugh, vice president of MPI Academy, says all education has a place in the industry. “Whether provided by MPI, other industry associations, hosted-buyer events, or fams, all education plays a crucial role in elevating our profession and upskilling the professionals who bring it to life.”

The difference, she says, is in the details. “We meet people where they are, tailoring education based on the audience needs and the size of the group. This tailored approach ensures that the educational component is relevant and impactful.”

However, Annette Gregg, president of SITE, believes that industry associations need to pay closer attention to what’s happening around them. “Associations need to reevaluate this traditional revenue stream to ensure their educational quality is something people will still invest in.”

She says that associations need to model best practices in adult learning and engagement. They also should be evaluating and refreshing certifications, which are a unique part of their offerings.

“Associations owe it to their members and communities to present relevant, quality education that is current with what people need.”

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