Events and business meetings find a place in a new context made up of the realization that softer productivity is possible, especially if it is of better quality; of human contacts making a difference in an age of digitization and AI; of personalization of content and sustainable rendering of it; and of the ability to extract data instantaneously so as to fully fulfill the expectations of business-customers.

There are 5 trends in Mice according to Accor’s latest report, which the chief sales officer motivates as follows, “The future of the meetings and events industry is a story of resilience, innovation and transformation,” Sophie Hulgard began. “The trends explored in this report are not mere predictions: they are blueprints for success. Together we will shape a future in which every meeting and event will be a catalyst for progress, a source of inspiration and a place to belong.”

Research begins with the “pace” to be given to an event:

Meeting and event trends: softer productivity

“Work hard, play hard” is giving way to an increasing focus on wellness, flexibility,nutrition, and time management to create a harmonious balance between life and productivity. In Mice, experiences are curated around participants’ well-being, including the pace of downtime. “No one wants to be pushed to the limit anymore. There is room for much softer productivity that still allows you to deliver, but to do it in your own time and in your own way,” says Meenaz Diamond, senior VP Meetings & Events at Accor.

Accor research on MICE: we sell “belonging”

Despite the advent of digital, human connections are still essential for businesses. Digital is powerful; face-to-face is valuable. The next few years will see a growing number of organizers moving beyond the idea that events are simply about bringing people together in a room, considering instead how they can create deeper connections among attendees, cementing relationships and encouraging repeat bookings. In addition to quantifiable ROI (return on investment), such as closing deals, companies are also looking for positive ROX(return on experience).

We design experiences, not bring people together

The very definition of an event is being rethought in terms of structure, content and place. By creating experiences rather than simply providing meeting rooms, we can help incorporate ideas, memories and different ways of thinking, as with the C2 Immersive Floor at Pullman Paris Montparnasse, allowing us to create transformative and creative events. “The Mice customer is looking for a brand that is reliable but also purpose-driven, a brand that cares about the needs of the individual and the community,” says Kishan Chandnani, global SVP Premium Brands at the French hotel chain.

Sustainable meetings: the Accor Charter

Sustainability is now the focus of meetings and events with a strong focus on reducing carbon emissions and waste. For example, Accor’s Carbon Reduction Charter for meetings and events covers a range of measures, from recycling bins to food waste and temperature management. However, beyond emissions, sustainability also increasingly involves creating meaningful engagement with local communities and promoting environmentally friendly conversations, whether by recommending local public transportation to the venue or raising awareness about local culture and ecosystems.

Artificial intelligence at the service of meeting planners

As artificial intelligence makes strides, we are discovering its potential to transform the meetings and events industry with the ability to instantly process data. For example, finding the best date by analyzing attendee availability, identifying great speakers, and even writing invitations and content. How can we use information to deliver extraordinary, engaging and interactive experiences? When used wisely, AI undeniably has great value in providing all possible options for meeting planners to learn.

[Read more about“Hotels and new habits in life and work.”]