The project aims to develop a more transparent, comparable and evidence-based understanding of decision-making processes within the meetings and events sector. The research is being conducted in collaboration with a broad network of partners representing industry, associations, agencies, destinations, venues and technology providers.
ow event planning decisions are being influenced by increasing complexity, evolving sustainability requirements, technological developments, changing attendee expectations, geopolitical factors, security considerations and economic viability.
From the demand side, corporations, associations and agencies are
contributing insights into how event organisers evaluate destinations and
suppliers. Participating organisations include Bayer,
Roche, SAP, Siemens, the German Aerospace Center
(DLR), the German Society of Neurology
(DGN), the German Ophthalmological
Society (DOG), the Centre for Convening
Minds, DER BUSINESS Solutions, and the agencies makeBelieve and MCI Germany.
According to the research team, these contributions provide practical perspectives on decision-making processes, trade-offs and evaluation criteria used when selecting destinations and service providers for meetings and events.
The destination perspective is represented by convention bureaus from
Berlin, Bonn/Rhein-Sieg/Ahrweiler, Cologne, Düsseldorf, Frankfurt, Freiburg,
Görlitz, Hamburg, Heidelberg, Karlsruhe, Leipzig and Ludwigsburg, as well as
the state tourism organisations of Baden-Württemberg and Bavaria and the
Luxembourg Convention Bureau.
The research seeks to identify the factors likely to influence destination
selection in the future and support destinations in refining their positioning
within increasingly competitive and complex selection processes.
Venue and hotel sector participation includes Deutsche Messe, Hamburg Messe und Congress, Messe Berlin, Messe
Frankfurt, Messe München, Messe Essen, NürnbergMesse, Messe Erfurt, H World
International, Bildungscampus Heilbronn and the Darmstadtium Science and Congress Centre. The European Association of Event Centres (EVVC) is
also contributing expertise to the project.
The findings are expected to provide guidance for future investment
decisions, service development and competitive positioning within the venue
sector.
Cvent is participating as a technology partner,
enabling analysis of the growing role of digital platforms, data availability
and offer comparison in destination and venue selection processes.
Matthias Schultze, Managing Director of the GCB, said: “This knowledge is becoming increasingly relevant in the context of ongoing market shifts: while traditional business travel is declining, according to recent findings by IPK International, occasion-driven MICE travel remains stable. In this changing and increasingly complex environment, it is essential for Germany as a meetings and congress destination to position its offering in a strategic and evidence-based way.”
Dr Stefan Rief, Head of
Organisational Development and Work Design Research Unit at Fraunhofer IAO,
added: “At the same time, the findings help organisers navigate a landscape
shaped by geopolitical uncertainty by providing a more informed basis for
selecting suitable venues. Ultimately, rcfms supports stakeholders across the
ecosystem in making well-founded, data-driven decisions and strengthening their
long-term positioning.”
The initiative aims to provide stakeholders across the business events
ecosystem with research-based insights into how destination, venue and supplier
selection criteria are evolving and how organisations can adapt to future
market requirements.
Tags:Dr Stefan Rief IAO Research Centre for Future Meeting Studies, GCB German Convention Bureau
