Ian Cummings, CWT Meetings & Events全球负责人
尽管自3月以来我们真切感受到了全球各地会议与活动需求的激增，但多数业内专业人士依然存在一个普遍共识，即全球业务恢复到疫前1.5万亿美元的常态交易量仍有距离。
随着全球新冠肺炎疫情增速逐步放缓给了人们线下聚集更多可能性，而电话、视频以及网络等虚拟会议形式也会继续长期存在于历史舞台上，因此会议活动组织者应保持不间断的自我调整状态以此积极响应主办方多样化的会议活动战略。例如：主办方需要组织的是线下活动，还是纯线上会晤，亦或是仅当地人员线下会晤，跨地区人员则以虚拟会议技术云加入，也就是我们通常俗称的混合型会议？是否需要考虑性别、种族以及能力差异等因素？主办方是否尤为在意可持续性绿色主题？如何更好地做好活动场地的风险管控从而最大化主办方的活动ROI？
一些元宇宙应用能通过虚拟技术为远程与会者带来更多沉浸式体验，从而为会议活动注入更多”元”动力。这种方式可以以更为舒适的方式为会议活动增添更多诸如企业文化等元素。
因此上，行业变化正在悄然发生，会议活动正在转型升级，业内人士应当及早应对而不至于仓惶无措。会议活动人士应尽早学习先进知识、收集新型资源，并优化需求管理、增强供应商伙伴关系从而在市场交易量攀升的前提下更好管控成本变化（因为这将影响到最终利润空间）。
对于会议活动企业，未来的关键词是适应。能更好地利用资源、调整与会需求以及升级服务，通过技术、创意、服务以及高效资源，可以最大化会议活动成果。
未来新世界里，会议活动公司会更主动关注从签约到预测到实际交易等各方面而不是被动等业务来临后才进行资源调配。
尽管对于会议活动专业人士来说，未来会很不同，但我们的客户将会因此收获更多的利益。
▋ 关于CWT会议与活动部（CWT Meetings & Events）
CWT会议与活动部（CWT Meetings & Events）为CWT旗下专业从事会议与活动业务部门。它面向全球各行各业提供创新、高质量会议活动项目。CWT会议与活动部以其匠心致远、守正出奇的专业能力为全球企业提供会议管理、活动管理、团队出行、数字化营销解决方案以及合规管控服务等。
Events - meeting change head on
By Ian Cummings, Global Head at CWT Meetings & Events
Despite the surge in demand we have seen in meeting briefs from March onwards, conventional wisdom among many corporate events professionals is that a full return to normality for the US$1.5 trillion won't really happen until well into next year.
And when it does, as COVID-19 becomes a memory, virtual meetings most likely won't disappear, so event organisers will need to make ongoing adjustments to match customer strategies as they determine their needs. Are they for face-to-face, wholly virtual, or perhaps only domestic groupings with a virtual element (commonly termed hybrid)? How too will more planning care be taken around gender, race, and ability? Is sustainability a driving factor? How will they manage rising venue costs yet maximize the return on their investment (ROI)?
Mix into that the growing excitement around the potential for the Metaverse, and any experience can be hugely augmented by technology to remove the seclusion from remote attendance. This can help increase engagement and company culture alike, in a way never achievable in meetings over platforms with which we now feel comfortable.
So, change is in the air, the industry isn't going to be the same as it was, and meetings and events players need to prepare for that now, rather than be caught off-guard. They need to source new skills, position resources to best manage likely demand curves, strengthen partnerships with on the ground partners, and better manage fixed cost changes in high volume markets (which can destroy margins).
Adaptability is the new future plan for events companies. Smarter use of resources, resizing for anticipated demands, and reconfiguring services – maybe even around hubbed solutions to maximise efficiencies around use of technology, creativity, service delivery as well as resourcing efficiency.
In the new world, meetings and events firms will be taking in many of these aspects focused around contracted, forecasted, ongoing business volumes and not simply waiting with resources to see if business will come.
The future may well look very different for the players, but the customers will continue to benefit.
▋ About CWT Meetings & Events
CWT Meetings & Events (M&E) is an award winning global corporate events management service. Representing all industry sectors, CWT M&E delivers comprehensive live, virtual and hybrid event solutions for thousands of customers every year. Ranging from end to end productions of some of the world's largest and complex global conferences, through to intimate national teambuilding experiences.
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