STUDY: Most event planners are willing to travel within Australia

Black female passenger talking on smart phone while wearing face mask at the airport during virus epidemic.

The majority of event planners and almost half of suppliers are willing to travel within the country for a business event, according to new research.

The study, conducted by the Professional Convention Management Association (PCMA), included 531 event industry professionals, 342 planners and 189 suppliers across Australia, New Zealand, South East Asia, China, Korea and Japan.

Sixty-one per cent of planners and 47 per cent of suppliers said they are only willing to travel within their country for a business event. However, in terms of international travel, suppliers are much keener than planners.

Ten per cent of event planners said they would be willing to travel to another country in the APAC region, while 17 per cent of suppliers said they would travel within the region and 22 per cent said they would travel anywhere “if it was worth it”.

The research also found that 41 per cent of planners believe smaller and regional events will come back sooner than larger international events, while 27 per cent believe small in-person events will need to go hybrid, and large events wholly digital.

“Some of the results were as predicted, but the real impact COVID-19 has had on business revenue for 2020 was distressing,” said Karen Bolinger, regional managing director of the PCMA.

“The suppliers have taken a bigger financial hit, with 66 per cent of suppliers noting a decline greater than 75 per cent in revenue, compared to 52 per cent of planners.

“This is a massive impact and shows the vulnerability of many of the companies that deliver events.”

Bolinger said recovery in China is a major indicator for the business events world post-COVID-19.

“The research reveals that the Chinese are expecting a ‘pent-up demand’ for face-to-face events, hence predicting a stronger recovery in 2021 compared to the rest of APAC,” she said.

“Not surprisingly, both planners and suppliers need new skills to survive in a post-COVID economy.

“The survey revealed the educational and skills-based training needed right now, and these results are helping to shape the educational program PCMA is rolling out across APAC.

“It is clear that the hybrid delivery of events, both large and small, will be with us for a long time. However, we need to ensure the entire event ecosystem is taken along for the journey.”


Featured image source: iStock/Drazen Zigic

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