Jmic paris conf may 2015 pres marco van itterzon

International Congress and Convention Association.

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Using meetings stats for research, advocacy/ motivation and marketing

Marco van ItterzonDirector ResearchICCA

International Congress and Convention Association.

Twitter: #ICCAWorld

How comfortable your bed is

International Congress and Convention Association.

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What I do when people compliment my shirt

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Words that frighten youth today

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1 USA 831 2 Germany 659 3 Spain 578 4 UK 543 5 France 533 6 Italy 452 7 Japan 337 8 China-P.R. 332 9 Netherlands 30710 Brazil 291

Number of international meetings ICCA country ranking 2014

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1 Paris 214 2 Vienna 202 3 Madrid 200 4 Berlin 193 5 Barcelona 182 6 London 166 7 Singapore 142 8 Amsterdam 133 9 Lisbon 130 10 Prague 118

Number of international meetings ICCA city ranking 2014

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Exponential growth

number of meetings doubling each 10 years

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Steady Growth

2005 2006 2007 2008 2009 2010 2011 2012 20130

2000

4000

6000

8000

10000

12000

14000

5283 58386681

74758294

912010070

11150 116852542

27272590

26742130

19401182

185198

361

302607

662 802 1067

Growth of nr. of Events in Statistical year Report

Growth >2012 reportGrowth up to 2012 reportSnapshot per year

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Analysis – Congress venues used

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Analysis - Subjects

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Analysis – Size of Meetings

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Analysis – Size of Meetings

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Analysis – Size of Meetings

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– what goes on in your destination– see the business development– create a higher acceptance of your bureau

on the local market– awareness for the importance of the

Meeting Industry– measure the results of marketing efforts– evaluate the economic impact

Why we need statistics

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– compare with other destinations – recommend new (infra)structures if needed– be one step ahead of competitors– compare with other tourism segments in

the destination

Why we need statistics

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• look forward and anticipate changes.• make predictions with some degree of

confidence.• assess the health of the meetings market.• strengthen ICCA‘s culture of openness and

business exchange.

Why we need statistics

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– It is a MUST for each and every Convention Bureau to collect and provide statistical information

– It is a MUST that the suppliers (hotels, congress centers, PCOs) provide the data to the Convention Bureau

What the Convention Bureau & suppliers have to do

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ICCA & UIA Statistics compared(nr of meetings)

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ICCA & UIA Statistics compared(nr of meetings)

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Apples & Pears

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– Exclude national meetings (tremendous impact on overnights)

– Exclude religious, political, commercial, sporting events

– Exclude all international meetings not qualified

– Exclude the corporate market (meetings, incentives, product

launches)

ICCA & UIA statistics do not reflect the market

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• Use them as a trendbarometer,

BUT

• establish your own statistics!

ICCA & UIA statistics do not reflect the market

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• Put statistics in correct context; ICCA stats cover one segment of market, your success in other segments reduces the amount of space available for international association meetings.

• Low ranking year with fewer, longer lasting events with large number of delegates, may have a bigger economic impact than a high ranking year.

Right interpretation

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• Association market has the longest lead time of any market segment. The results of 2014 reflect the bookings made in the early days of marketing.

• Never use ICCA statistics in isolation as they give only one side of the picture for a destination’s meetings business and relative level of success.

• ICCA’s stats are genuinely significant indicators. 

The right context

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• Where do you believe you should be.• Who are your comparators. • What do your hear from the clients.• To stand still is to be overtaken.

Realism rules

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Cities through the years, number of events in the respective reports

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The power of hindsight

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Another approach, another ranking!

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Context is king

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• ICCA: Vienna hosted 202 events in 2014

• Vienna: 779 International Association Congresses

• 1,458 Association Congresses• 3, 582 Total number of Events

• 25.9 , 13.8 & 5.6% respectively

Context is king

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• ICCA: Vienna hosted 81,902 participants in 2014

• Vienna: 253,369 International Association • 381,840 Association • 521,433 delegates Total number of Events

• 32.3 , 21.4 & 15.7% respectively

Context is king

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• http://www.youtube.com/watch?v=HRLIZir67pU

• Are you collecting and publishing your own stats?

• Let’s share best practices!

London in the ICCA Rankings

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Examples

International Congress and Convention Association.

Twitter: #ICCAWorldInternational Congress and Convention Association www.iccaworld.com

http://www.vienna.convention.at

International Congress and Convention Association.

Twitter: #ICCAWorldInternational Congress and Convention Association www.iccaworld.com

http://www.vienna.convention.at

International Congress and Convention Association.

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Marco van [email protected]

Thank you!