Meeting & Incentive travel trends 2022!
Last December, I, Diewertje – Director MICE & Marketing, visited the international trade fair for the meeting & travel (MICE) industry in Barcelona, also known as IBTM. Although this fair took place in a modified form (due to Covid-19), with fewer exhibitors and buyers from outside Europe, it was so lovely to meet colleagues and our regular contacts live again. To inspire each other and exchange ideas on how we can organise business meetings, events and travel safely, thoughtfully, yet unforgettably in a new reality. I returned to the Netherlands with a notebook full of notes, a suitcase full of business cards, and a head full of inspiration to get back to work with our team to create surprising programmes for our clients. And sharing is caring! So, I’m happy to share my top 5 Meeting & Incentive travel trends for 2022 with you in this trend blog!
Trend 1: Safety first!
Corona-proof meetings
Naturally, we'll start with the elephant in the room. The big C. (Covid-19). Despite extensive vaccination and booster campaigns across Europe, we're still in a pandemic, and it's important to remain cautious and ensure safety. However, over the past two years, we've also had the opportunity to discover, develop, and refine ways to meet each other as safely as possible. From QR codes, test-to-enter schemes, or PCR tests, to hygiene measures and maintaining social distancing. And all destinations are eager to welcome international visitors once again. Consequently, various countries have developed meeting protocols with clear guidelines for safe encounters. Because meeting safely is something we do together!
Fancy organising a live, online or hybrid Corona-safe meeting? We'll tell you more about it on our blog 5 tips for a COVID-secure gathering and our whitepaper The main steps for organising a powerful online or hybrid event.
Insurances
Aside from Corona, general safety remains of great importance, as you'll want to cover non-corona-related risks effectively too. At goMICE, we also always advise taking out event insurance or group travel insurance. Accidents happen, and taking out insurance demonstrates responsibility and good hospitality.
Near... far... wherever you are
We have experienced this ourselves over the past year and also hear it back from our partners. Due to the corona situation, many companies are organising their meetings, events or group trips that take place at short notice, in or near their home country. International organisations are also currently opting for a hybrid solution or to divide their annual major event into multiple smaller events in different regions or countries. We have all seen that there is plenty of beauty to experience nearby. But of course, we hope to be able to explore the world (sustainably) together again soon without restrictions! Curious about some great (multi-day) group experiences in the Netherlands? Then be sure to also read: Your high-end experience in Rotterdam, Island hopping in the Wadden Islands, Pure Holland – Volendam & Zaanse Schans.
Trend 2: CSR – sustainable and social
I've just mentioned them... sustainability. Who isn't concerned with it?
SDG Reporting
Various European destinations have committed to strict (climate) goals, which they also report on annually to organisations or networks that monitor sustainability goals. This also means that you must actually demonstrate that you are engaged in corporate social responsibility, are creating improvement plans, setting measurable goals, and annually demonstrating that you are working towards your target. At Uniglobe Alliance Travel and goMICE, we are also intensively involved in this (read more about it on our CSR Page) and have also recently received a bronze medal from EcoVadis To our efforts!
Carbon neutral
Offset what you emit! There are increasingly more tools to calculate your emissions. From just your transport to everything you do and consume or use. For our business and group travel, we offset these emissions through a mix of climate goals via Anthesis.
The train is gaining ground
More and more companies are opting to travel by train (where possible) for their journeys. However, in some cases, flying is more convenient, faster, and sometimes the only option. Many European railway companies are working to improve and speed up their routes and connections, including those between different countries. So, train travel will certainly gain ground in the coming years. The train is also increasingly the best and fastest choice for travel between cities or as a transfer from the airport to the city centre! In addition, travelling by train offers many other advantages, which we discuss further in our blog ‘A train incentive trip: sustainable!‘
Green hotels and event venues
More and more hotels are becoming more sustainable to obtain a Green Key (or similar) certification. From complete renovations, clean energy sources, different approaches to F&B (e.g., more vegan and local), and the processing of waste or (linen) cleaning. These efforts also need to be demonstrated to receive and maintain certifications. You see these steps being actively taken now, because as a hotel or event venue, you don't want to be left behind and lose a tender to your competitor for this reason!
Green & Social activities
Not only the journey to the destination is often becoming greener, but also the activities at the destination! Think of activities with e-scooters and e-bikes, social activities, sustainable activities, and also sustainable transport to get there (public transport, ferry, electric buses or cars). Consider fishing for waste while kayaking, beach cleaning during a coastal walk, painting with people with a social disadvantage, or planting trees during a rugged hike. This is immediately a bit of team-building and an activity that makes everyone feel good! And in some cases, you can even leave a positive footprint, which means you give back more than you consume.
Trend 3: Authenticity – be true to yourself!
Embrace your culture and history! In recent decades, many “global cities” have become busier, more commercial, and larger. Many large (international) retail and food chains dominate city centres. Mass tourism means that local residents sometimes no longer feel at home in their own city. Here, you're seeing a clear shift. Cities and regions are once again opting for quality over quantity, and for slow and authentic.
Proudly showcasing your cultural and historical elements! Think about local music and dance, learning to practise local sports such as playing Pelota in a Basque fishing village or Pétanque with the locals in Marseille. But also discover the local rice speciality in Alicante, have lunch with the Sami in Lapland, pick mushrooms in Helsinki or go out with Irish musicians in Belfast to learn all about their musical roots.
Trend 4: Local is the new global
Eat local
The local sourcing of foodstuffs is a trend that has been going on for quite some time and is now almost indispensable for many (Michelin-starred) restaurants. Think of local sourcing, for example, directly from the farmer, growing your own (organic) vegetables and herbs, and consuming local produce. Less transport is required and purchases are not made within a large chain, which often means products retain a fairer price, do not need to be processed, and end up fresher on your plate. Is this also one for the sustainability theme?
Slow food
Slow food aims to preserve cultural or traditional cuisine, and with it, the original use of crops, seeds, animals, and agricultural practices of a region. This is a trend that has regularly emerged, particularly in Southern European countries. Bologna even came up with the slogan: Slow food, fast cars, as the perfect description for their region! Curious about Bologna as a magnificent culinary incentive travel destination? Then also take a look at ‘Culinary inspiration trip to Italy: Bologna & Parma‘.
Hello wine
A fine glass of wine with your dinner! At goMICE, we certainly don't say no to that. And these days we no longer have to “en masse”wine from France to import for a good glass of wine with your meal. More and more countries and regions are involved in wine production. Let yourself be surprised with a wine tour in Turkey, Slovenia or Bulgaria, but you will also find the tastiest and most surprising wines in our own Netherlands and in Belgium and Luxembourg nowadays!
Trend 5: Off the beaten track
Nature is calling
Of course, it's wonderful to wander around a bustling city and immerse yourself in the culture, beautiful architecture, and best restaurants. But you'll also notice that more and more programmes are incorporating nature. From a hike or a challenging bike tour in a national park and visiting local (wine) farmers, to a (local) sporting activity like Petanque in Provence, golf in Ireland, skiing in Bulgaria, or kayaking in Copenhagen!
Rediscover the usual suspects
Here at goMICE, we are, of course, passionate about travel and creating special events and unforgettable encounters that our clients and their guests will be talking about for a long time. We are therefore always on the lookout for that something a little bit different. This is also because we notice that the "usual suspects" are not always that surprising anymore. But this doesn't mean you have to skip cities like Paris, Barcelona, Rome or Berlin, and sometimes this isn't possible when attending a conference or on a business visit. But, don't panic! These destinations also continue to develop, partly due to the aforementioned trends. In addition, it's often possible to make cool combinations of different cities or with authentic villages within the region. This gives you the advantage of good flights, connections and rates, and also surprises your colleagues or clients with the rediscovery of a great city!
Would you like your next meeting, event, or incentive trip to be organised by goMICE?
Hopefully, reading about all these trends will make you keen to plan your next business meeting. At goMICE, we like to help you think about how we can surprise, activate or stimulate your target audience before, during, and after the trip by means of our Stretch-method. As experts in experiences, we are looking forward to bringing together all the new trends and fantastic activities in an unforgettable programme, whether domestic or international. And if you're not quite sure what you want yet? Feel free to plan a complimentary sparring session Join me or my colleagues and be surprised by our creativity, knowledge and expertise!