As 2017 draws to a close, Mike Fletcher predicts five trends that will impact venues and organisers for the year ahead.
General Data Protection Regulation (GDPR)
The European Union’s new data laws become enforceable from 25 May 2018 and the UK has confirmed it will go ahead with implementing GDPR into our own national regulations, regardless of the Brexit vote. All UK meeting planners and venue owners therefore need to have plans in place now and understand how the shift in law impacts how you collect and store people’s personal data. In the lead up to GDPR becoming enforceable, companies will be repeatedly reminded to document what personal data you hold, where it came from and who you share it with.
You’ll need to review how you communicate privacy information, how you would delete personal data or provide data electronically, how you seek, record and manage consent and how you’ll ensure that the right procedures are in place to detect, report and investigate personal data breaches. The first half of 2018 is all going to be about GDPR so get ahead and start implementing plans now.
Holographic Keynotes
We’ve heard before how adding holograms of speakers can reduce the environmental impact of a conference or event, increase delegate interest and mitigate speaker’s security concerns around global travel. But until now, how many venues have actually seen these holographic speakers in action? Well that’s about to change in 2018 after Mash Media did a deal with holographic event specialist Musion to deliver the keynote theatre at International Confex 2018.
On 28 February and 1 March at Olympia London, the industry will be able to decide for itself whether holograms present an opportunity worth embracing or a fad that’ll fade with the light.
The Brexit effect
There’s no avoiding it so in 2018, venues will need to start planning for it by assessing what impact Brexit will have on their events business. To date, conference organisers have been able to attract more overseas delegates to the UK due to the reduction in value of pound sterling so event capacities and the availability of hotel rooms has been effected.
Key considerations for the future however will include the availability of staff, transporting goods and services around Europe and what impact, if any, leaving the European Union will have on infrastructure investment and destination appeal.
Friction-free check-ins
The year ahead will see all the usual hype around technology as the events industry talks up the potential impact of VR, AR, live streaming, drones and other consumer-facing tech.
However, one area, which may not get many headlines but which is likely to evolve over the next 12 months is the implementation of friction-free check-ins.
Keep an eye out for conference organisers hailing the virtues of guest-list check-in apps, RFID pass scanning, beacon technology and even facial recognition to improve the registration process on arrival.
Event wellbeing
Finally, as improving our society’s mental health continues to be a hot topic, venues will no doubt offer organisers the tools and facilities for adding wellness breaks and mindfulness sessions into their event itineraries.
Every aspect of the event experience, ranging from the food on offer to the lighting used will be evaluated according to how it inspires and enhances our overall mood and wellbeing.
Article written by Mike Fletcher