Educate

Tips & Trends

<p>Attendee experience continues to be a driving force in location selection for planners, according to <a target="_blank" href="https://www.northstarmeetingsgroup.com/Planner-Guides/First-Look-Site-Selection-Priorities-2024-and-Beyond">industry research</a>. People consider the destination when deciding whether to take time away from their <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/356/add-family-time-to-the-agenda">family</a> and busy workload to come to your event, which can factor into your success.</p>
<p>To make it worth their while, <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/661/authentic-local-experiences-are-authentic-from-the-start">your destination needs to be memorable</a>, though it’s hard to do that when attendees are confined to the hotel or conference center.</p>
<p>Orchestrating <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/420/let-the-city-set-the-scene">off-site activities</a>—whether it’s a group hike through a conservatory or a mixer at a museum—is one way to immerse people in the local elements. But you could also bring the outside elements into your event.</p>
<p>Setting up a mini market featuring local goods, inviting an area artist to paint or a musician to play, or serving dishes that the destination is famous for—these experiences can give attendees an unforgettable feel for the local culture without leaving the hotel, ultimately amplifying your event.</p>
<p>Here are five properties around the country that have been successful in creating local experiences for attendees.</p>

<h2><strong>Sheraton Grand Seattle</strong></h2>
<p>Situated in the heart of downtown, <a target="_blank" href="https://www.marriott.com/en-us/hotels/seasi-sheraton-grand-seattle/events/">Sheraton Grand Seattle</a> &nbsp;taps into the city’s cultural and natural wonders. The hotel hosts local experiences for event attendees through <a target="_blank" href="https://sheraton.marriott.com/experience/gatherings-by-sheraton/">Gatherings by Sheraton</a> activations.</p>
<p>For example, artisans from the nearby Pike Place Market come to the property to create a mini version of the famous marketplace, and local vendors set up a honey, cheese, and wine station for groups.</p>
<p>The hotel also features an extensive private art collection of works by Northwest artists, bringing the vibrant local art scene to its hallways. Renowned Seattle-based glass artist Dale Chihuly has had his sculptures showcased at curated events on the property.</p>
<p>Leaning on a strong relationship with local producers, Executive Chef John Armstrong includes local foods in his <a target="_blank" href="https://mi.bookmarriott.com/e-menus/50258/view?_gl=1*9mw4q7*_gcl_au*NDUxMTg2OTA4LjE3MjI2MzY1NjE">menus</a>, from Dungeness crab to baked breads. Even the <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/494/four-ways-to-perk-up-your-coffee-service">coffee</a> served during events is from a local business, Starbucks, which got its start down the street.</p>

<h2><strong>Renaissance Nashville Hotel</strong></h2>
<p>It’s fitting that <a target="_blank" href="https://www.marriott.com/en-us/hotels/bnash-renaissance-nashville-hotel/events/">Renaissance Nashville Hotel</a> hits a musical note with events at its property in the center of Music City. The event team works with local musicians and artists to host live music performances in the hotel’s event spaces, such as the Bridge Bar, turning networking sessions or evening receptions into an immersive Nashville experience for attendees.</p>
<p>Planners can extend the city’s musical heritage to the event programming by offering interactive music-related activities, such as songwriting workshops with local musicians, all held on-site.</p>
<p>Nashville is also known for its food scene, and Executive Chef Michael Folz brings the best from local farms to his <a target="_blank" href="https://www.marriott.com/content/dam/marriott-digital/br/us-canada/hws/b/bnash/en_us/document/assets/br-bnash-banquet-menu-16623.pdf">menus</a>, such as Nashville hot chicken and local honey.</p>

<h2><strong>JW Marriott Los Angeles L.A. LIVE</strong></h2>
<p>Los Angeles boasts rich cultural diversity, and events at the <a target="_blank" href="https://www.marriott.com/en-us/hotels/laxjw-jw-marriott-los-angeles-la-live/events/">JW Marriott Los Angeles L.A. LIVE</a> place attendees right at the heart of it. The property sits on the thriving, vibrant L.A. LIVE campus a six-block hub for sports, entertainment, and dining.</p>
<p>While off-site excursions can provide a taste of Southern California, you can also bring unique local experiences directly to your event.</p>
<p>For example, consider hiring a lineup of food trucks featuring L.A.’s diverse local flavors, giving attendees the chance to enjoy freshly prepared, uniquely Southern California dishes—all for about the same cost as a buffet-style meal in a meeting room.</p>
<p>Or, celebrate the city’s street art by inviting a graffiti artist to create an urban canvas painting during a mixer, with the piece raffled off to a lucky attendee to take home as a memento of their stay in L.A.</p>

<h2><strong>Sheraton Denver Downtown Hotel</strong></h2>
<p>The Mile High City is known for its urban and outdoor adventures. The event team at <a target="_blank" href="https://www.marriott.com/en-us/hotels/dends-sheraton-denver-downtown-hotel/events/">Sheraton Denver Downtown Hotel</a> helps planners create local experiences for attendees. <a target="_blank" href="https://sheraton.marriott.com/experience/gatherings-by-sheraton/">Gatherings by Sheraton</a>, for example, includes weekly activations of local vendors on-site; you could enhance your event with a pop-up farmers market showcasing produce and goods for attendees to explore between sessions.</p>
<p>Harness Colorado’s <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/417/innovative-wellness-strategies-spark-today-s-most-successful-events">wellness</a>-focused culture by hosting a yoga or mindfulness session led by local instructors, complete with city skyline views from the hotel’s rooftop pool deck.</p>
<p>For meals, having bison sliders available from the hotel’s Bezel cocktail lounge provides a uniquely local eating experience.</p>
<p>Close out one of your evenings with an on-site beer tasting featuring some of the many local craft breweries, allowing attendees to experience Denver’s famed beer culture without leaving the property.</p>

<h2><strong>Renaissance New Orleans Arts Warehouse District Hotel</strong></h2>
<p>Events in the Big Easy can have big energy when you incorporate local experiences at <a target="_blank" href="https://www.marriott.com/en-us/hotels/msydt-renaissance-new-orleans-arts-warehouse-district-hotel/events/">Renaissance New Orleans Arts Warehouse District Hotel</a>.</p>
<p>Seeing as how the hotel is central to the famous arts district, you could kick off your event with an opening <a target="_blank" href="https://www.marriottbonvoyevents.com/news-and-highlights/article/412/time-to-imbibe:-reduced-alcohol-cocktails">cocktail</a> party in the hotel’s art gallery or indoor sculpture garden, surrounding attendees with works by local artists.</p>
<p>Or, treat them to a performance by New Orleans jazz musicians during lunch, dinner, or drinks.</p>
<p>To give attendees a taste of the local food scene, include beignets and New Orleans chicken and waffles in your menu. What’s more, arrange a Creole or Cajun cooking demo so attendees can experience the traditional cuisine as part of dinner or an immersive breakout session.</p>

North America

Immerse Attendees in the Destination Without Leaving the Property.

How to Bring Local Experiences to Your Event

Promote

<p>Flagship events—annual meetings, biannual expos, major conferences—have their place. But a new trend is emerging that amplifies the power of host organizations, and the power of community.</p>
<p>Meet “everyday events”: smaller, more frequent touchpoint meetings. These everyday events—which can be as short as a half-day in duration—are on a smaller scale than what many planners might be used to, and not just in attendance. They have smaller budgets, more focused goals, and more limited time for promotion. But just because they’re smaller doesn’t mean they carry less weight.</p>

<h2><strong>It’s Time for “Everyday Events” to Shine</strong></h2>
<p>Research from the sales event platform Splash shows that people need to interact with a brand nearly 30 times before actually making a purchase—a number that’s increased more than 60% in just two years.</p>
<p>Regardless of whether your event is sales-focused, this emerging phenomenon has a place in your meeting strategy. There’s more information available than ever before, so to drive loyalty—whether in sales, membership, or attention—purpose-driven frequency is key.</p>
<p>Touchpoint events also have the potential to address one of meeting planners’ 2023 pain points: availability. Finding availability for events was planners’ No. 2 challenge in <a target="_blank" href="https://globaldmcpartners.com/sites/default/files/media/files/GDPPulseSurvey2022Q4/2022_GDP%20Q4%20Pulse%20Survey%20Summary%20Report.pdf">a recent survey</a> by Global DMC Partners. It might seem counterintuitive that more events can help relieve this pressure, but because everyday events are shorter in duration, planners can take advantage of one-day slots at venues and in supplier schedules, which are easier to come by.</p>
<p>Finally, there’s the human factor. The tumult of the past few years has attendees reevaluating the big picture—and yearning for connection. Hosting smaller, more frequent events allows people to nurture that instinct. And if that instinct turns into a loyal attendee for flagship events? All the better.</p>

<h2><strong>Four Principles for Creating Successful Touchpoint Events</strong></h2>
<p><strong>1. Lean into what makes an everyday event special. </strong>If you approach a touchpoint meeting as a miniature version of an annual conference, you’ll be overwhelmed and attendees won’t get what they need. Instead, remember your mission for these events.</p>
<p>Intimacy-building. Creating a pipeline of communication. Fostering connections that go beyond networking and into collaboration. Large meetings can achieve these goals, but everyday events are crafted specifically for them. Let that guide your attention and your resources.</p>
<p><strong>2. Frequent meetings require frequent communication.</strong> Potential delegates can easily be overwhelmed with emails and text blasts about events, and overdoing it risks drowning out communications about larger, revenue-building events. That said, the nature of everyday events means that attendees who might be interested but can’t make the first few iterations might be able to attend later ones.</p>
<p>Social media can hit the right tone and frequency about touchpoint events without overwhelming attendees. <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/422/perfect-the-art-of-the-hashtag">Strategic hashtags</a> can help you subtly avoid confusion among followers about the difference between flagship events and these smaller ones. Also consider a unique branding for these events—an “unplugged” version (softer colors, less flashy typefaces) of your larger event communications can help get the point across.</p>
<p><strong>3. Get experimental. </strong>Everyday events aren’t incubators for larger events. That said, their smaller scale allows you to try out new formats and new suppliers with less risk. You can even use everyday events as a pressure test for themes and topics for upcoming conferences and panels, inviting attendees at the smaller events to share their experiences with the “trial-size” version on your social channels to generate excitement for larger meetings. (Who doesn’t love feeling like an insider?)</p>
<p>The smaller format also lets you better connect with attendees to hear their feedback. Post-event surveys are always useful, but these smaller events are also a space for casual feedback, because you’ll have less going on during the event itself. Let attendees tell you what they want to see, what worked, and what didn’t—not just for potential use in upcoming larger events, but to inform your strategy for your next intimate gathering.</p>
<p><strong>4. Choose your team wisely. </strong>Touchpoint events are a lighter lift for you and your team, but they still require a good deal of communication. This shows in what marketers report as the No. 1 problem with repeatable events, <a target="_blank" href="https://go.splashthat.com/rs/985-MUN-268/images/2023-events-outlook.pdf">according to Splash</a>: coordinating across departments.</p>
<p>Think of your team as a task force, with each member selected for a specialized skill. When assembling your task force, look for people who are adept at creating systems that can pseudo-automate the logistical planning that goes into these events, people who don’t need a lot of hand-holding, and people who might thrive on having a pet project. Everyday events are an opportunity for early-to-mid-career meeting planners who have enough experience to know what success looks like and how to get there, so keep an eye out for eager employees who are at that point in their careers.</p>

Global

Are More Frequent Meetings the Answer to Planners’ 2023 Woes? Surprisingly, Yes.

Small Meetings, Big Impact: The Power of “Everyday Events”

<p>You know what hashtags are, and you’ve used them before, but have you thought of them as a value-add to your events?</p>
<p>Abbey Hudetz, founder of social media, branding and web design agency <a target="_blank" href="https://www.oystercreativeco.com/">Oyster Creative</a>, knows to do exactly that. Prior to launching her company, Hudetz worked in hospitality, so she <em>gets</em> events. “If you want conversations online happening about your business, you should be using hashtags,” she says. Hashtags serve as a repository for collecting and accessing all content related to your event—before, during, and after. “User-generated content is gold,” Hudetz says. “It’s like the owned media of the internet.”</p>
<p>But striking gold isn’t as easy as just coming up with a clever tag—in fact, Hudetz says simpler is often better. Read on for some more of her top tips about hashtags.</p>
<p><br></p>
<h3><strong>Think of Hashtags As Keywords</strong></h3>
<p>Hashtags can be seen as synonymous with keywords, Hudetz says. If someone is searching for your event online, what terms are they using?</p>
<p>“Make your event hashtag simple, make it the name of the event, make it the year if it’s an annual event, make it the location,” she says. “The less complicated, the better. Because it’s searchable.”</p>
<p>While using keywords in your event’s hashtag will enable people to find it more readily, before you settle on the tag, check to see if it’s being used elsewhere for something unrelated. If it is, go back to the drawing board.</p>
<p><br></p>
<h3><strong>Contemplate Your Hashtag’s Purpose</strong></h3>
<p>The hashtag is a tool for you to promote your event, incentivize participation, and collect content, so you really want to own it. Hudetz recommends avoiding frequently used words, such as “expo,” because they dilute the impact of your hashtag, making it harder to own. She suggests asking yourself: “What terms can help me monopolize this space?”</p>
<p>You may think that a catchy phrase or pun is the answer, but Hudetz—who admits she too loves a good pun—warns that this may alienate part of your audience. In other words, not everyone may understand the pun.</p>
<p>“You have to think about your end goal with this hashtag, which is that you want people to post it, and have a conversation around it,” Hudetz says. “You want them to be talking about your event online. Think of it like, ‘What would make this hashtag successful?’ and then ask yourself if the pun is serving that.”</p>
<p><br></p>
<h3><strong>Engage With Your Hashtag</strong></h3>
<p>Start by thinking about what hashtag would make you interact with a post, Hudetz says. “I’ll post a story with a hashtag if it means I get a free coffee.” Doing so will help you generate creative ways to incentivize your audience to participate, from giveaways to submitting speaker questions. For example, using a hashtag as the channel for attendees to ask speakers or panelists questions might encourage someone who’s post-shy to use your hashtag.</p>
<p>Planners should also engage with the responses to their hashtag. “Be sure you’re commenting, liking …making your audience feel like it’s part of a community,” Hudetz says.</p>
<p>Part of building this community means engaging with your partners online too. When you start hiring your vendors, introduce them to your hashtag immediately, and lean on them to cross-promote your event. Hudetz suggests hyping each other up online. “Think of [your partners] as your built-in cheerleading squad,” she says. “You all want each other to succeed.”</p>

People want to see what you’re capable of. They also want to see what your event looks like, and its hype, in its fullest form.

<h3><strong>Return to Your Hashtag Post-Event</strong></h3>
<p>Hashtags are not only a great promotional tool, they’re also a treasure trove of user-generated content that planners can revisit to curate articles, social posts, photo galleries, reels from Instagram story highlights, and more.</p>
<p>“Repurposing content from your events is a rich opportunity,” Hudetz says. “Of course you will have photos from your photographer and vendors, but the event photography from the POV of an attendee is so important because social media is, at its heart, about sharing stories.”</p>
<p>And, after your event is over, don’t forget to tap into your hashtag for some self-promotion. Hudetz suggests repurposing content generated via your hashtag to use on your brand page. Collect assets that used your hashtag—say, a collection of speaker questions, or a roundup of tweets or Instagram posts—and use them to create a gallery of posts that show your chops.</p>
<p>“In event planning, galleries are everything. It’s how you sell your services,” Hudetz says. “People want to see what you’re capable of. They also want to see what your event looks like, and its hype in its fullest form.”</p>

Expert Advice on How To Put the Powerful Pound Symbol To Work During Your Next Event.

Perfect the Art of the #Hashtag

<p>In an era where technology is rapidly transforming industries, Marriott International is stepping things up with innovative artificial intelligence initiatives that aim to revolutionize the way event planners engage with the brand. Recently, Marriott began testing a new AI-powered search tool on its <a target="_blank" href="https://homes-and-villas.marriott.com/?cid=PAI_GLB00051M3_GLE000BWNN_GLF000PTPM&amp;pId=hvtbppc&amp;gad_source=1&amp;gclid=Cj0KCQjw2ou2BhCCARIsANAwM2HTvwYeL4JpbXhXq0qW0OYWxuLoDgtGT0q-Hmv66GpsDgIvN0c0cUcaApkPEALw_wcB&amp;gclsrc=aw.ds">Homes &amp; Villas website</a>, marking significant progress in the company’s quest to integrate AI across its operations. This move underscores Marriott’s commitment to enhancing customer experiences and providing planners with the latest tools to make their gatherings more efficient and impactful.</p>

<h2><strong>The AI Revolution: A New Approach to Search</strong></h2>
<p>At the heart of Marriott’s AI efforts is the implementation of a natural language search tool on the Homes &amp; Villas website. This innovative tool allows users to describe exactly what they want from a vacation, moving beyond the traditional search parameters of destination and dates. While still in its testing phase, the AI search tool is already showing promise in terms of user engagement, even if customers are still getting used to the idea of using conversational language to find their ideal accommodations.</p>
<p>Drew Pinto, Executive Vice President and Chief Revenue and Technology Officer for Marriott International, highlighted the significance of this initiative, noting that AI has the potential to alter the way customers interact with Marriott’s digital platforms. “AI is going to transform so many things, so we want to experiment,” Pinto explains. The natural language search tool is just one of the first moves in what Pinto describes as a “generative AI incubator”—a space where Marriott can explore various AI-driven concepts and gather feedback from both customers and associates. “Drawing from over 200 use cases submitted from our associates globally, our incubator is using AI in three key areas,” Pinto says. These areas are enhancing the associate and customer experience, kick-starting content generation, and enabling a better and more efficient work environment.</p>
<p>Marriott is also exploring the integration of the Professional Convention Management Association’s AI-powered tool, Spark, which streamlines agenda creation and improves attendee engagement, into some of its upcoming events. Spark utilizes artificial intelligence to analyze vast amounts of data, helping planners optimize session scheduling, speaker selection, and content curation. It then tailors recommendations based on attendee preferences and past event performance, ensuring a personalized schedule.</p>

<h2><strong>The Practical Implications for Event Planners</strong></h2>
<p>For event planners, <a target="_blank" href="https://www.marriottbonvoyevents.com/news-and-highlights/article/592/three-ways-for-beginners-to-try-out-ai">the implications of Marriott’s AI advancements are profound</a>. As these tools grow and expand across Marriott’s platforms, planners can expect a range of benefits designed to streamline the planning process.</p>
<p>One of the most exciting prospects is the ability to leverage AI-driven search and customization features. Imagine a future where planners can describe their ideal event setup—everything from the ambiance of the venue to the specific food desired —and have Marriott’s AI system generate tailored recommendations. This kind of intuitive interaction could save planners valuable time and ensure that every detail aligns with their vision.</p>
<p>Furthermore, the integration of AI into Marriott’s technology ecosystem means that event planners will have access to real-time data and insights that can inform decision-making. For example, AI-powered tools could analyze past events to suggest the most effective configurations, catering options, or even attendee engagement strategies. This level of data-driven planning not only increases the quality of events but also deepens the relationship between planners and Marriott, as the brand becomes a trusted partner in delivering successful, memorable events.</p>

<h2><strong>A Philosophical Shift: Learning and Adapting with AI</strong></h2>
<p>Historically, Marriott has been known for perfecting new technologies before rolling them out to customers. However, with AI, the company is embracing a more iterative, learn-as-you-go approach. As Pinto explains, “If it’s an area of our business that we think we can accept some risk, let’s try and let’s let the customer and our associates tell us what’s good and bad.”</p>
<p>This mindset is particularly relevant in the context of AI, where the technology is still evolving. By launching AI tools early and gathering feedback, Marriott hopes to ensure that its offerings remain relevant and effective. For event planners, this means that they can expect continuous improvements in the AI tools available to them, with Marriott actively incorporating user feedback to refine and update its services.</p>

<h2><strong>The Bigger Picture: Transforming the Customer Experience</strong></h2>
<p>Beyond the specific tools and features, Marriott’s AI initiatives are part of a much larger technology transformation that aims to fundamentally change the customer journey. This includes the replacement of Marriott’s core technologies—such as the property management system (PMS), central reservation system (CRS), and loyalty platform—with modern, scalable, cloud-based solutions.</p>
<p>This overhaul is not just about upgrading technology; it’s about creating a more seamless, integrated event for both customers and employees. As Marriott invests in AI and other digital technologies, the goal is to enable better interactions at every touchpoint, from booking a room to organizing large-scale meetings. For planners, this could mean everything from automated check-in processes that free up staff to focus on guest relations, to AI-powered tools that simplify the complex logistics of event planning.</p>

<h2><strong>A Partnership for the Future</strong></h2>
<p>As Marriott continues to innovate with AI, event planners stand to benefit from a suite of powerful tools and services designed to make their jobs easier and their events more successful. By embracing AI, Marriott is not only enhancing its own operations but also its relationship with planners. As these technologies evolve, planners can look forward to a future where AI plays an integral role in every aspect of their events—and Marriott is an indispensable partner in their success.</p>

The Cutting-Edge Tools That Will Enable a More Personalized and Efficient Event Experience.

How Marriott’s AI Initiatives Will Empower Event Planners

Network

<p>“Nothing about us without us” has long been a rallying cry for the disability rights movement. But while meeting planners do their best to follow accessibility guidelines and <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/514/is-your-programming-as-accessible-as-your-venue">create accessible programming</a>, they might not be following that tenet.</p>
<p>Including people with a range of abilities in the planning process helps ensure that the event goes beyond checking boxes about wheelchair accessibility. The broader the scope of voices involved, the more an event can be truly welcoming.</p>
<p>Below are some steps toward deepening your relationship with the disability community. But take note: Your newly found partners in accessibility aren’t doing the work for you. It’s still up to planners to know and address the principal concerns of the community, understand venue and programming guidelines, and uncover ways to make events more inclusive.</p>

<h3><strong>Find the Right Voices to Invite In</strong></h3>
<p>Start by asking within your organization or your client contacts. Is there someone in your organization who has an existing relationship with a local activist community? Who has brought up concerns about accessibility within the organization before?</p>
<p>You can also turn to the experts. The ADA National Network has <a target="_blank" href="https://adata.org/find-your-region">regional ADA centers</a> that provide local assistance, as well as a <a target="_blank" href="https://www.adainfo.org/hospitality/">hospitality portal</a> with a handful of resources, including an accessible meetings guide.</p>
<p>The convention and visitors bureau or destination marketing organization of your host destination may also be able to point you in the right direction. <a target="_blank" href="https://www.visittampabay.com/accessible-travel/">Visit Tampa Bay</a>, for example, works with disability influencers to inform its own policies around accessibility and authentically promote the Tampa Bay area as an accessible destination.</p>

<h3><strong>Cultivate Your Relationships</strong></h3>
<p>You’re a master networker, so you’re probably already intuitively applying those skills to these new connections—reaching out for regular check-ins, taking time to note their achievements in professional settings, and so on. But this isn’t just about maintaining contact; it’s about making sure that you’ve developed enough trust that your partners will be able to help you think differently. When <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/410/is-inclusion-part-of-your-organizing-principle">inclusion is part of your organizing principles</a>, your events can’t help but be more inclusive and accessible.</p>
<p>Also, think about how you can compensate your partners for their time and expertise. They’re not doing you a favor; they’re leveraging their personal experience to make your events better for everyone. For ongoing relationships, a stipend may be appropriate. Some partners may benefit from free access to your organization’s programming and events as a form of payment. Whatever you do, compensating them for their time in a meaningful way is another way of demonstrating your commitment to inclusivity.</p>

<h3><strong>Implement Their Findings</strong></h3>
<p>This doesn’t mean responding in a knee-jerk fashion and then scrambling to, say, find a sign language interpreter at the last minute. It’s more about listening to all your partners and collaborating to find ways to make sure their findings see the light of day in a thoughtful manner.</p>
<p>As an example, when <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/555/marriott-international-becomes-first-hospitality-company-to-introduce-neuroinclusive-practices-at-its-largest-customer-events">Marriott International worked with The Neu Project</a>, an initiative geared toward inclusive events that welcome neurodiverse attendees, it led to ongoing, sustainable practices that changed how Marriott-hosted events operate. Live captioning is now available at any Marriott-hosted customer event of 250 people or more, for example; it’s not an afterthought.</p>
<p>Regardless of how you work with your inclusivity partners, remember that this is only part of the work. Following accessibility guidelines is the bare minimum. Being proactive about anticipating and accommodating needs—discovered through working with your partners, asking attendees and clients directly, and your own ongoing research—will help ensure that people with a range of abilities will get all they can from your events.</p>

It’s Time to Go Deeper With Your Commitment to Inclusivity.

Is Your Meeting Truly Accessible? Ask the Experts.

<p>Traditional icebreakers can feel forced or superficial. But not all icebreakers are created equal. Adrian Segar, author of “<a target="_blank" href="https://www.amazon.com/CONFERENCES-THAT-WORK-Creating-Events/dp/1601459920">Conferences That Work: Creating Events That People Love</a>,” suggests that instead of just breaking the ice (a term that has a negative connotation when you really think about it), planners should aim to uncover useful connections and insights from the start.</p>
<p>“The concept of icebreakers goes back to when meetings were full of people who didn’t know each other,” Segar explains. “People still struggle with how to connect in a useful fashion. That’s why we’ve invented ways to give people an excuse to talk.” Rather than relying on generic conversation starters, Segar believes that planners should design icebreakers that help attendees discover what they have in common, whether it’s geography, industry experience, or shared interests.</p>

<h2><strong>The Magic of Movement-Based Icebreakers</strong></h2>
<p>Too often, icebreakers feel like an obligatory exercise rather than a valuable part of an event. To make them more effective, Segar emphasizes the importance of activities that get people moving. Here are three active icebreakers you can try to engage attendees using this technique:</p>
<h3>1. Body Voting</h3>
<p>One of Segar’s go-to icebreakers is body voting, which gets people out of their chairs and into small groups that have an immediate common ground—where they’re from. “Say we’re hosting an event in Florida. I project a map on the screen and ask attendees to move to the part of the room that represents where they live or work. If they’re from Orlando, they stand near me. If they’re from the Northeast, they’ll be north of me. In just minutes, they find themselves standing near colleagues from their own region who they may never have met otherwise.”</p>
<p>This activity provides instant value. Not only does it ease the tension of being in a room full of strangers, but it also helps attendees immediately identify potential collaborators or mentors. Body voting can be adapted for different themes, such as company roles, years of industry experience, or interest in specific topics.</p>
<h3>2. The Human Spectrogram</h3>
<p>For events focused on industry trends or challenges, for instance, Segar suggests having people position themselves in the room based on their viewpoint. “If the topic is pharmacy benefit managers, I might ask attendees who think PBMs are great to stand on one side, while those who see them as a challenge go to the other. Those in the middle arrange themselves accordingly. This quickly reveals where people stand on key issues and sets the stage for meaningful dialogue.”</p>
<h3>3. The Experience Line</h3>
<p>The experience line helps participants express their expertise physically. “If attendees have different levels of experience with a topic, they can arrange themselves in a line from ‘newcomer’ to ‘expert,’” Segar says. “This allows people to visually see where they fit within the group and naturally sparks conversation.” It also lets planners update their breakout sessions if necessary.</p>

<h2><strong>Creating an Adaptive Event Experience</strong></h2>
<p>While structured icebreakers are helpful, Segar stresses the importance of flexibility. “A good facilitator doesn’t just follow a script, they adjust based on what the attendees actually want to learn,” he says. One way to do this is through a simple three-question exercise:</p>
<ul>
  <li>What is your name and affiliation?</li>
  <li>If this event were to be amazing for you, what would you gain from it?</li>
  <li>What expertise or experience do you have that others might find useful?</li>
</ul>
<p>This approach helps uncover hidden knowledge and expectations in the room and allows organizers to tailor discussions based on attendee interests. “Sometimes, someone will mention that they’ve been working on something really innovative for the last year, and that turns into an impromptu session later in the event,” Segar explains. “It makes the program feel like it’s been optimized for the people in the room.”</p>

<h2><strong>The Ultimate Bonding Experience</strong></h2>
<p>Because these icebreakers aren’t your standard fare, some attendees might initially balk at them. Rather than over-explaining why these techniques work, Segar suggests simply letting people experience them. “What I’ve learned is that if people ask for a rationale for why you’re doing something, it’s easier to have them do it and discover its value than to explain why it works. And if people don’t like doing this activity, well then, it gives them something to bond over.”</p>

Here’s How Planners Can Create More Meaningful Interactions

Icebreakers for Meetings, Reimagined

<p>Sure, New York, Chicago, and Las Vegas have long been go-to destinations for meetings and events. But in 2025, two cities are emerging as just as dynamic, but perhaps less expected, offering fresh opportunities for planners looking for something different. According to the <a target="_blank" href="https://www.amexglobalbusinesstravel.com/blog/top-meeting-destinations/">latest research</a> from American Express, Miami and Dallas are rising in popularity, thanks to their accessibility, infrastructure, cultural offerings, and hospitality. These cities aren’t just places to do business, they’re destinations that can transform meetings into memorable experiences.</p>

<h2><strong>Dallas: The Heart of Texas Meetings</strong></h2>
<p>Dallas is centrally located from both coasts and offers excellent accessibility with two major airports—<a target="_blank" href="https://www.dfwairport.com/">Dallas/Fort Worth International Airport (DFW)</a> and <a target="_blank" href="https://www.dallas-lovefield.com/">Dallas Love Field (DAL)</a>—providing extensive domestic and international flight options. Its business-friendly environment continues to attract major company headquarters, making it a natural gathering place for many industry events.</p>
<p>But Dallas isn’t all business. The city also offers a booming downtown (with the free <a target="_blank" href="https://www.mata.org/ride/route-map/">M-Line</a> Trolley available to help visitors get around), several major league sports teams, and all forms of outdoor entertainment, from the <a target="_blank" href="https://bigtex.com/">State Fair of Texas</a><a href="https://bigtex.com/"> </a>held annually in the fall to the <a target="_blank" href="https://www.dallasarboretum.org/">Dallas Arboretum and Botanical Garden</a>. Those craving a more cultural experience can enjoy the largest contiguous urban arts district in the U.S., the <a target="_blank" href="https://www.dallasartsdistrict.org/">Dallas Arts District</a>, which spans 118 acres in downtown Dallas. It is home to world-class institutions like the <a target="_blank" href="https://dma.org/">Dallas Museum of Art</a>, the <a target="_blank" href="https://www.nashersculpturecenter.org/">Nasher Sculpture Center</a>, and the <a target="_blank" href="https://dallasopera.org/about/winspear/">Winspear Opera House</a>.</p>

<h2><strong>Top Meeting and Event Venues in Dallas</strong></h2>
<h3>JW Marriott Dallas Arts District</h3>
<p>Located in the Arts district, this <a target="_blank" href="https://www.marriott.com/en-us/hotels/dalja-jw-marriott-dallas-arts-district/overview/?nst=paid&amp;hmGUID=93f33e61-2fe1-4c15-aa1c-a2012912b7c5">JW Marriott</a> blends sophisticated luxury with a focus on sustainability and mindfulness. Designed with intentional spaces that inspire both productivity and relaxation, the hotel offers unique wellness experiences to enhance meetings, such as guided meditation sessions and sound baths during lunch breaks. Beyond the boardroom, the hotel’s prime location opens doors to exclusive cultural experiences. Partnerships with the Dallas Museum of Art and the Dallas Symphony Orchestra allow planners to incorporate private docent-led tours or behind-the-scenes access to the <a target="_blank" href="https://www.dallassymphony.org/">Morton H. Meyerson Symphony Center</a>, adding an artistic accent to any event. For bleisure travelers, JW Marriott’s beautiful rooftop pool deck offers sweeping views of the city as well as private cabanas, where work can be done.</p>
<h3>Renaissance Dallas at Plano Legacy West Hotel</h3>
<p>For planners seeking a more eclectic meeting experience, <a target="_blank" href="https://www.marriott.com/en-us/hotels/dalbp-renaissance-dallas-at-plano-legacy-west-hotel/overview/">Renaissance Dallas at Plano Legacy West Hotel </a>offers a vibrant blend of creativity, local culture, and interactive design. The hotel goes beyond standard conference amenities, incorporating playful elements like puzzles and room for doodling on its notepads, and dynamic tablescapes—small details that enhance engagement and inspire fresh thinking. A dedicated Meetings Navigator acts as a concierge for planners, ensuring every aspect of the event runs smoothly. Situated in the heart of the <a target="_blank" href="https://www.legacywest.com/">Legacy West</a> shopping center, attendees have easy access to high-end boutiques, such as Tiffany &amp; Co., Chanel, Gucci, and Louis Vuitton, while nearby Legacy Hall provides a built-in social scene with live entertainment, trivia nights, and diverse eats.</p>

<h2><strong>Miami: The Ultimate Fusion of Business and Leisure</strong></h2>
<p>Much like Dallas, Miami is having more than a moment. As host to the Super Bowl more than 10 times, the city has cemented its reputation as a world-class destination for major sporting events, from the <a target="_blank" href="https://www.miamiandbeaches.com/event/fifa-club-world-cup-2025/31496#:~:text=Jun%2014%2C%202025%20%2D%20Jul%2001%2C%202025&amp;text=The%20FIFA%20Club%20World%20Cup,debuts%20its%20new%20expanded%20format">FIFA Club World Cup</a> this year to the highly anticipated <a target="_blank" href="https://www.fifa.com/en/tournaments/mens/worldcup/canadamexicousa2026/articles/miami-stadium-host-seven-matches">2026 FIFA World Cup</a>. The buzz around Lionel Messi’s arrival has only added to Miami’s growing influence in the global sports scene, making it an exciting destination for business and leisure travelers alike.</p>
<p>But sports are just one part of Miami’s appeal. With a year-round tropical climate, stunning beaches, and a rich cultural scene influenced by Caribbean, Venezuelan, and Colombian flavors—not to mention <a target="_blank" href="https://www.theinfatuation.com/miami/guides/new-york-restaurants-in-miami">many top-tier restaurants expanding from NYC</a>—Miami is a true melting pot of experiences. As a gateway to Latin America and the Caribbean, the city offers unparalleled accessibility, with flights arriving from across the globe. Combine that with its walkable neighborhoods, national parks, waterfront views, and a full calendar of marquee events like <a target="_blank" href="https://www.artbasel.com/miami-beach?lang=en">Art Basel</a> and the <a target="_blank" href="https://www.miamiopen.com/tournament/schedule/">Miami Open</a>, and you have a destination that’s as inspiring as it is convenient.</p>

<h2><strong>Top Meeting and Event Venues in Miami</strong></h2>
<h3>Miami Marriott Biscayne Bay</h3>
<p>The <a target="_blank" href="https://www.marriott.com/en-us/hotels/miabb-miami-marriott-biscayne-bay/overview/">Miami Marriott Biscayne Bay</a> has elevated its offerings with a recent $65 million renovation, making it an exceptional choice for meeting planners. Situated in Miami’s arts and entertainment district, and with easy access to cultural hot spots like Museum Park and the emerging <a target="_blank" href="https://www.miamiandbeaches.com/neighborhoods/wynwood">Wynwood Arts District</a>, the hotel boasts 18,000 square feet of new outdoor event space, including a gorgeous rooftop venue that offers panoramic views of Biscayne Bay and the city skyline. The property’s M Club, an exclusive lounge for Marriott Bonvoy Elite members, provides a sophisticated space for networking and relaxation with all-day refreshments and evening hors d’oeuvres, and the majority of rooms have a water view. Beyond the boardroom, planners can take advantage of the property’s 200-slip marina that offers yacht rentals and dinner cruises.</p>
<h3>JW Marriott Miami Turnberry Resort &amp; Spa</h3>
<p><a target="_blank" href="https://www.guestreservations.com/jw-marriott-turnberry-resort-spa/booking?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=1014862718&amp;gad_source=1&amp;gclid=CjwKCAiAt4C-BhBcEiwA8Kp0CaRNo5bUMuaa_1HuvkT8DQ6dTq4D5M7JRivGQlepvcqnlLo-Z4RvjhoCeA8QAvD_BwE&amp;ctTriggered=true">JW Marriott Miami Turnberry Resort &amp; Spa</a> is an ideal setting for meetings and events with unique amenities, such as exclusive access to <a target="_blank" href="https://www.marriott.com/en-us/hotels/miajt-jw-marriott-miami-turnberry-resort-and-spa/tidal-cove-waterpark/">Tidal Cove Waterpark</a> (and the option for customizable event experiences, such as “Water Park After Dark”) plus two championship golf courses. Planners can create exclusive golf tournaments, host networking events on the greens, or arrange off-site excursions via the <a target="_blank" href="https://www.turnberrymarina.com/">Turnberry Marina</a>. In close proximity to <a target="_blank" href="https://aventuramall.com/">Aventura Mall</a>, <a target="_blank" href="https://www.miamiandbeaches.com/neighborhoods/little-havana">Little Havana</a>, and the <a target="_blank" href="https://www.miamidesigndistrict.com/">Design District</a>, the resort offers culture and commerce around the clock. For more of a soothing experience, the resort’s <a target="_blank" href="https://www.amewellness.com/">âme Spa &amp; Wellness Collective</a> provides on-demand services anywhere on the property, from sunrise yoga to gemstone therapy, while neurodiversity quiet rooms offer sensory-friendly retreats.</p>

Why These Two Cities Are Climbing the Ranks for Meetings and Events

Miami & Dallas: The Breakout Meeting Destinations for 2025

<p>Whether it’s through sleek food carts, delivery robots, or roving food stations, mobile dining options are <a target="_blank" href="https://www.forbes.com/sites/garyocchiogrosso/2024/01/20/trends-shaping-the-ever-changing-restaurant-business-in-2024/">revolutionizing the restaurant industry</a>, which is changing the way we think about event catering. The true magic of mobile food solutions lies in their ability to create a networking-friendly environment. By bringing the food to the guests, these innovative options encourage interaction and engagement. Attendees are more likely to strike up conversations when they don’t have to wait in long lines or leave their groups to get food. This fluidity fosters a more relaxed and sociable atmosphere, perfect for building connections and making new acquaintances.</p>
<p>Additionally, mobile food solutions offer versatility and customization, allowing event planners to tailor the dining experience to suit the theme and objectives of the event. From elegant hors d’oeuvres served on silver platters by roving servers to interactive food stations where guests can build their own tacos or personalize their cocktails, the possibilities are endless. This adaptability ensures that each event is unique, leaving guests with a lasting impression of creativity and hospitality.</p>
<p>Here are three mobile food solutions that can transform any gathering into a networking-friendly extravaganza.</p>

<h2><strong>1. Food Carts</strong></h2>
<p>The food truck industry has experienced a significant upswing in recent years. According to a report by Grand View Research, the <a target="_blank" href="https://www.grandviewresearch.com/industry-analysis/food-trucks-market-report">global food trucks market was valued at $3.93 billion in 2020 and is expected to see a growth rate of 6.8% from 2021 to 2028</a>. According to the report, the growth can be attributed to the increasing demand for street food among millennials and Gen Z, which makes this choice a particularly good fit for modern events. Imagine guests mingling at an outdoor soirée, the warm glow of string lights overhead, as they approach a beautifully designed food cart offering gourmet sliders, artisanal pizzas, or decadent desserts. The sight and smell of delicious food being prepared right before one’s eyes creates an interactive experience that invites conversation and connection.</p>
<p>Food carts can also add a dash of fun to any event. Consider a vintage ice cream cart with a friendly attendant scooping out handcrafted gelato, or a chic espresso cart serving up rich, aromatic coffee. Again, these mobile culinary units not only satisfy hunger by appealing to a vast array of tastes, but they also serve as conversation starters; the more unique and specific the cart, in fact, the more likely it is to help to break the ice and foster new friendships among guests.</p>

<h2><strong>2. Delivery Robots</strong></h2>
<p>As <a target="_blank" href="https://www.forbes.com/councils/forbesbusinesscouncil/2022/09/02/how-technology-is-changing-the-restaurant-business/">technology continues to advance</a>, so too does the restaurant and hospitality industry’s ability to surprise and delight guests. Delivery robots are at the forefront of this movement, offering a futuristic and efficient way to serve food at events. These autonomous little helpers can navigate through crowds with ease, delivering everything from appetizers to cocktails right to guests’ hands.</p>
<p>Picture the excitement as a sleek robot rolls up to a group of attendees, offering them a selection of gourmet canapés or shot glasses full of ceviche. Not only do these robots add high-tech flair to any event, but they also ensure that guests can enjoy their food and drinks without interrupting their conversations — a seamless integration of technology and hospitality.</p>

<h2><strong>3. Roving Food Stations</strong></h2>
<p><a target="_blank" href="https://bridalboutiques.us/roaming-food-bars-our-favorite-wedding-reception-food-trend-for-2019/">Roving food stations</a> (also sometimes called roaming or rolling food stations), staffed by chefs, take the concept of mobile dining to the next level by bringing the food directly to the guests. Instead of having attendees line up at a buffet, these stations move throughout the event space, offering a variety of dishes and beverages. This dynamic approach encourages mingling and allows guests to sample different cuisines without having to leave their conversations or spots.</p>
<p>Think: A sushi chef expertly crafting rolls on a mobile cart, a mixologist shaking up signature cocktails from a stylish bar cart, or a chef carving succulent roast meats from a portable station. The mobility of these stations ensures that everyone has the opportunity to enjoy all of the culinary offerings at your event.</p>
<p>So, the next time you’re planning an event, consider mobile food solutions. Not only will they satisfy your guests’ taste buds, but they’ll also create a networking-friendly atmosphere that is sure to make your event memorable.</p>

There’s a New Way to Delight Hungry Guests. 

3 Mobile Food Ideas That Will Create a Memorable Event

Celebrate

<p>Whether planning a gala for a nonprofit or simply adding a charitable aspect to a corporate event, meeting planners know that a good cause can add a sense of mission to a gathering. But just because there’s an altruistic aim doesn’t mean that planners can overlook one of the tenets of their work: delighting attendees.</p>
<p>In fact, one of the findings of <a target="_blank" href="https://news.marriott.com/news/2023/06/05/marriott-international-pcma-and-cema-release-guiding-principles-in-experience-design-findings-at-the-exchange-association-masters">the joint study from PCMA, CEMA, and Marriott International</a> was that successful meetings lean into “the power of play. ” The idea is that by tapping into playfulness, meeting planners create new avenues for ideation and collaboration. While this has its most obvious benefits in meetings focused on innovation, meetings with a philanthropic bent are similarly enhanced—and made more memorable—by play.</p>
<p>Here are five tactics to balance philanthropy and play in your next charity-oriented meeting.</p>

<h2><strong>Create a Place of Play (Metaphorically)</strong></h2>
<p>If your cause has a physical component, give it some context by bringing it to the event. And if literally bringing it to the event isn’t possible, all the more invitation for you to get creative.</p>
<p>At <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/483/hosting-sustainable-events-while-supporting-local-culture-and-communities">Marriott’s The Exchange Australia event in 2023</a>, planners built an interactive zone featuring lush greenery in which participants could donate a tree to be planted in the host country. In the same vein, the Robin Hood Foundation, which aims to eradicate poverty in New York City, <a target="_blank" href="https://www.bizbash.com/production-strategy/event-production-fabrication/media-gallery/22862447/robin-hood-benefit-2023">created a candy-themed version of the city for its 2023 gala</a>.&nbsp;</p>
<p>What made both events particularly engaging: a sense of place. As the PCMA report notes, “Creating dedicated spaces that are flexible and without too many rules will encourage play.”</p>

<h2><strong>Involve the Beneficiaries</strong></h2>
<p>If your mission is humanitarian in nature, ask the people who are benefiting what they’d like their supporters to know about playfulness. For example, an event benefiting refugees could feature an interactive opportunity for attendees to sample from cuisines of the part of the world the beneficiaries are from; a gala for people with disabilities could showcase performances or art created by people in the community.</p>
<p>If you’re drawing talent from your pool of beneficiaries, consult them at every step to make sure they’re comfortable with how they’re being presented to attendees and represented in marketing materials.</p>

<h2><strong>Find Creative Partners</strong></h2>
<p>Take inspiration from the stars: The Elton John AIDS Foundation is known for its <a target="_blank" href="https://www.eltonjohnaidsfoundation.org/event/31st-academy-awards-viewing-party/">annual Academy Awards viewing party</a>, which brings a high turnout along with attention and donations to the organization’s mission.</p>
<p>But you don’t have to bring in A-list celebrities to give your fundraising a little glitz. When a Native American youth center in Minneapolis was rendered unusable because of a fire, the organization, MIGIZI, <a target="_blank" href="https://associationsnow.com/2020/11/four-ways-organizations-getting-creative-fundraising/">partnered</a> with the creators of cult favorite TV show <em>Mystery Science Theater 3000</em>. The joint fundraiser benefited MIGIZI while also raising funds to create two new episodes of the long-gone show.</p>
<p>That fundraiser was virtual, but the principle applies to events, too: Working with an entity that brings a spritz of glamour ushers in new attention to your work, and can make for a particularly creative event.</p>

<h2><strong>Gamify It</strong></h2>
<p>There’s a reason fundraising leaderboards are ever-present at charity events: As much as a gathering is about collaboration, a little competition is always fun.</p>
<p>That’s something Second Harvest, a food rescue organization in Toronto, learned when it hosted a “Cake or Fake?” challenge as one of its offerings for <a target="_blank" href="https://www.bizbash.com/production-strategy/event-production-fabrication/media-gallery/22578520/top-benefit-galas-for-2022">the 2022 rendition of its annual fundraising event</a>. Chefs crafted cakes designed to look like non-cake items (a loaf of bread, a jar of maple syrup), and guests guessed whether the item was real or made from cake.</p>

<h2><strong>Pick a Theme, Then Play With It</strong></h2>
<p>If your event is an annual or otherwise recurring event, you have an opportunity to build anticipation throughout the year by having a signature theme that varies from year to year.</p>
<p>Take it from the success of the Mad Hatter’s Luncheon, an annual fundraiser for the Women’s Council of the Dallas Arboretum and Botanical Garden. Since its inception, the gala has encouraged attendees to don fantastic hats. Each year, the specific theme changes, giving attendees an opportunity to flaunt their finest; the <a target="_blank" href="https://www.papercitymag.com/society/the-seen/mad-hatters-luncheon-2023-arboretum/">2023 theme was “English elegance,”</a> resulting in a crop of fascinators and outlandish garden scenes atop guests’ heads.</p>
<p>Another example from D-Town: <a target="_blank" href="https://www.dmagazine.com/publications/d-magazine/2023/april/life-jackets/">DIFFA Dallas’ annual jackets auction</a>. Design Industries Foundation Fighting AIDS has a natural tie-in to a fashion theme; the Dallas event sees designers creating custom jackets that are then auctioned off. Even for attendees who don’t plan to bid, the anticipation built throughout the year about the jackets ensures a high attendance rate.</p>
<p>Solemnity has its place at charitable events, of course. But tapping into the power of play can be another way to underscore the importance—and the humanity—of your event.</p>

Good Works Can Mean Good Play, Too. These Five Tips Show How to Do It.

Make Your Meeting’s Charitable Component More Playful

<p>Roughly half of business travelers say they want local cultural experiences to be a part of their meeting experience, according to research from Mintel. To meet this demand, it’s easy enough for planners to throw some information about the destination into orientation materials—museum this, Restaurant Row that.</p>
<p>But to make these cultural experiences more meaningful, planners can look for ways to incorporate local experiences into their overall agenda. We’ve rounded up ideas from the experts, including North American destination marketing organizations and convention and visitors bureaus, along with Marriott Bonvoy properties.</p>
<ul>
  <li><strong>Start the relationship from Day 1.</strong> “During familiarization trips, we’ve coordinated event safety and security training with Tampa Police Department representatives hosted in their downtown command center,” says Adam DePiro, vice president of convention sales at Visit Tampa Bay. Planting seeds for programming ideas on familiarization trips can help you get ahead of the game.</li>
  <li><strong>Let the destination lead your team-building activities. </strong>“We partner with Mardi Gras World, the local company that designs and produces all the big Mardi Gras floats, to incorporate Mardi Gras experiences for groups,” says Emily Liuzza, complex director of marketing at New Orleans Marriott, Sheraton New Orleans Hotel, and New Orleans Marriott Warehouse Arts District. “This can include hosting events in their den around all the big floats to groups renting floats and having their own Mardi Gras parade downtown. We can also close off streets, and groups can ‘second-line’ [parade] with a live jazz band leading the way to an off-site venue in the French Quarter or someplace within walking distance downtown.” Making a destination-specific activity part of your kickoff can root the entire event in both time and place.</li>
  <li><strong>Contribute to the community.</strong> “Many native plants that have been added are varieties that once thrived in our region but have declined due to development and the introduction of foreign plants,” says Jaydene Kanekoa, senior marketing manager at Waikoloa Beach Marriott Resort &amp; Spa. “In 2022, our Activities and Culture team activated the Ho’okupu Initiative. In Hawaiian, <em>Ho’okupu</em> translates to an offering, a tribute, or to cause growth. This program is aimed toward planting endangered, endemic Hawaiian plants across our beachfront location while removing invasive species.” Getting attendees to jump into the community with a joint activity—in this example, weeding and planting to preserve natural habitats—builds team bonds and adds meaning to multiday events.</li>
</ul>

<ul>
  <li><strong>Location-hop, topic-hop.</strong> “New Orleans is known for its cuisine,” Liuzza says. “Groups will frequently do dine-arounds one night at the various restaurants around the two hotels. Sometimes they will do a second line out of the hotel to start the dine-arounds.” Add variety to round-robin discussions by adding a change of location to each new topic of discussion: At the first location, attendees focus on breaking the ice. At the second, they focus on dissecting a shared problem that unites the attendees. At the third, they focus on finding solutions.</li>
  <li><strong>Let the location anchor group goals.</strong> “We offer groups the opportunity to ‘adopt a native plant or tree,’” Kanekoa says. “Working with our experts, groups can purchase a native plant or tree from our local nursery, and we curate a special planting ceremony where attendees may witness or assist with planting the seedling on property. This is typically accompanied by an <em>‘oli</em> [Hawaiian chant].” Planting native flora during a goal-setting session can add a sense of responsibility to goals. When attendees waver in their action plans toward goal achievement, they’ll have a place on terra firma to think about, anchoring goals that might otherwise seem abstract.</li>
  <li><strong>Bring in local experts. </strong>Take a cue from your peers: When JW Marriott Tampa Water Street hosted the 2021 Meeting Professionals International Thought Leaders Summit, Tampa Bay itself played a critical role. “Aligned with MPI’s five critical conversation topics, Visit Tampa Bay identified and secured local subject matter experts,” DePiro says. In 2022, the Homegrown: Marriott Hawai’i &amp; French Polynesia’s Operations Conference brought in knowledgeable experts to participate in panel discussions, including farmers, distributors, and cultural practitioners.</li>
  <li><strong>Follow the locals’ lead in collaboration.</strong> “Chef Jayson has been with the Waikoloa Beach Marriott Resort &amp; Spa for 37 years,” Kanekoa says. “His decades-long tenure at the resort reflects his commitment to his craft and strong bond with local growers.” Meetings are all about collaboration—asking a venue coordinator to share how collaboration played a critical behind-the-scenes role in the evolution of the event (say, by talking with the chef about their relationships with local growers) can drive that point home.</li>
  <li><strong>Get local personalities involved.</strong> Aligning your meeting’s values with the values of local stars adds a punch to your event. For example, Tampa Bay is known for its inclusive mindset, as evidenced by the election of Mayor Jane Castor, the first openly gay mayor of Tampa—and a mayor who greets various conventioneers in person. Turning to local makers can serve a similar purpose: Portland, Oregon’s My People’s Market hosts the sale of goods of more than 100 diverse local entrepreneurs. “One service our organization can offer to planners meeting in Portland is the opportunity to create a mini My People’s Market as a part of the meetings and convention experience, offering the chance to engage directly with our creative community right on the conference room floor,” says Angela Nelson, vice president of equity, diversity, and inclusion at Travel Portland.</li>
</ul>

Your Destination Is More Than Just a Pretty Face. Here’s How to Use It to Improve the Attendee Experience.

Make the Most of Your Destination

<p>Meeting planners since the dawn of time have had their eye on attracting the next generation of eventgoers: the people who, if planners can catch their attention now, will form their clients’ base now and in the future.</p>
<p>Generation Z is no exception. But what might make Gen Z a little different as far as today’s meeting planners go is their unique spot in the landscape of eventgoers.</p>
<p>They’re digital natives who launched their careers during a time of global upheaval. But those same traits—taking technology as a given, a sensitivity to the world around them—are shared by every single person at your events, to a degree. In other words, if you cater to Gen Z, you’re actually catering to all of your attendees.</p>
<p>Consider it a variant of the <a target="_blank" href="https://ssir.org/articles/entry/the_curb_cut_effect">“curb cut effect,”</a> or the idea that &nbsp;supporting one group supports everyone. When disability activists successfully advocated for wheelchair-accessible curb cuts (small ramps) throughout United States built environments, they learned that they had achieved a victory that went beyond their specific needs. Curb cuts allowed wheelchairs access to the streets—along with parents pushing strollers, travelers hauling wheeled luggage, workers pushing heavy carts, and skateboarders making use of the urban landscape. In fact, one study showed that 9 out of 10 “unencumbered pedestrians” use curb cuts.</p>
<p>A win for one specific demographic became a win for the community at large. In the same way, taking stock of the needs of Gen Z can help you create events that are more meaningful for everyone. Here are four ways to do just that.</p>

<h2><strong>Make Sure Your Meeting Has Community Impact</strong></h2>
<p>Generation Z came of age during the era of “cause marketing,” with brands promoting their value and community impact along with their wares. This has played a role in younger attendees’ expectations that events will do more than just benefit them—they want the events they pour resources into to support a mission.</p>
<p>Making your meetings <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/482/how-to-talk-with-vendors-about-your-sustainability-goals">environmentally sustainable</a>, <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/410/is-inclusion-part-of-your-organizing-principle">inclusive</a>, and culturally sensitive goes a long way with this group. Consider adding an explicit charitable aspect to your meetings too, whether that’s highlighting the economic impact your event has to the host organization (if it’s a nonprofit), creating opportunities for attendees to volunteer at the destination, or hosting extracurricular activities with a philanthropic bent.</p>

<h2><strong>Support Attendees’ Mental Health and Well-Being</strong></h2>
<p>Younger attendees began their careers during the pandemic—a time of peak attention to mental health and emotional wellness. The stresses they experienced as students and young adults show up in their <a target="_blank" href="https://www.mckinsey.com/industries/healthcare/our-insights/addressing-the-unprecedented-behavioral-health-challenges-facing-generation-z">levels of emotional distress</a>, and it takes flight in the form of their resilience, with self-care becoming a pillar of how young attendees make their way through the world.</p>
<p>To support this mission for all attendees, pay particular attention to how you’re constructing your meetings’ time and space. According to research firm Mintel, 38% of Generation Z reports prioritizing time for themselves, compared with just 27% of adults overall. Incorporating downtime into events can help attendees meet their self-care needs without missing out on programming and networking opportunities. Designating spaces as “quiet zones” or sensory rooms can provide eventgoers with a haven during “on” times as well.</p>

<h2><strong>Demonstrate Your Event’s Value</strong></h2>
<p>Generation Z is less willing to spend money on experiences for experiences’ sake than their predecessors, according to research from Mintel. Yet they’re eager to meet in person: The <a target="_blank" href="https://www.freeman.com/resources/freeman-trends-report-q1-2023/">Q1 2023 events report from Freeman</a> shows that 75% of younger attendees say in-person gatherings provide the most trustworthy information.<br>
 <br>
To keep their trust, let them know what they’ll expect. Focus on the value they’ll get from investing time in your event, not just the “experience.” Knowing specifics about how they’ll be getting hands-on learning and a deeper connection to colleagues will help them—and all attendees—click “Register Now.”</p>

<h2><strong>Artfully Integrate Technology Into Every Part of Your Meeting</strong></h2>
<p>Digital natives value many of the same analog approaches of previous generations; they just see technology as being complementary to those approaches, not separate. It’s easy to see how that comes into play in remote and hybrid meetings. But keeping technology in an active support role in fully in-person meetings can amplify the reasons people gather in the first place.</p>
<p>What this means for meeting planners: Lean into technology for every aspect of your programming, without making it the focus. In-session live polling, interactive displays, tech-enabled accessibility options, LED volumes, <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/422/perfect-the-art-of-the-hashtag">skilled use of hashtags</a>—all of these ladder up to an attendee experience that’s amplified by, not dominated by, technology.</p>

Want to Make Your Meetings More Valuable for All Your Attendees? Pay Attention to the Needs of Generation Z.

Win Over Gen Z, Win Over Everyone

<p>First, the good news: If you’re reading this article, you’re probably not burned out, since one of the symptoms of <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/427/meet-your-secret-weapon-in-fighting-burnout">burnout</a> is apathy.</p>
<p>But the not-so-great news? If a headline about career ruts intrigued you, you might be in one. Here’s how to tell whether you’re at a ho-hum stage in your progression, and what to do about it if you are.</p>

<h3><strong>What Is a Career Rut?</strong></h3>
<p>Start by considering what it’s not: burnout, stress, or a plateau. Burnout is characterized by chronic exhaustion, diminished effectiveness, cynicism, and a disinvestment from work. Stress is external or internal demands that lead to a sense of pressure. A career plateau is a stretch of time when a worker feels capable of achieving more professionally but is unable to do so, often but not always because they don’t have a way to advance.</p>
<p>A career rut has strains of all these. People in a career rut might approach their work with less enthusiasm than usual, which can make them less effective. They may feel a sense of pressure, though the workload itself hasn’t changed. There may also be a sense that something isn’t quite what it could be.</p>
<p>But a career rut is distinct from these in that someone in a career rut is still invested in the work. In short, if you’re feeling ho-hum and less than enthused—bored, even—by your work, or you just have a sense that your job isn’t as exciting as it was when you started, you might be in a career rut.</p>
<p>And unlike burnout or a career plateau, you don’t have to take drastic steps to get out of it, nor do you need to depend on someone else to give you a chance. You just have to find your motivation again.</p>

<h3><strong>Find Your Intrinsic Motivation</strong></h3>
<p>A lot of meeting planners say they “just fell into” this line of work, continuing it as they learned that they derived satisfaction from pulling off a great event. That might make for a good sense of motivation at first, but as planners become more experienced, they may need to approach the “why” with more intentionality.</p>
<p>In short, before you stumbled into a career rut, why did you enjoy your work? Why did you do it at all? Motivation can be divided into extrinsic and intrinsic factors. Extrinsic motivation consists of rewards outside of yourself that drive you to pursue something, such as a paycheck or praise from colleagues. Intrinsic motivation is a reward you give yourself: The pursuit is worthy to you simply because you like doing it.</p>
<p>Both extrinsic and intrinsic rewards have their place (it’s fine to do your job because you’re paid for it!). But <a target="_blank" href="https://sprigghr.com/blog/hr-professionals/extrinsic-intrinsic-motivation-examples-whats-the-difference/">motivation researchers have learned</a> that intrinsic motivation is more likely to lead to lasting, more satisfying endeavors. Identifying your intrinsic drive to be a planner can be a valuable reminder that you do this work because it brings you satisfaction in some way.</p>

<h3><strong>Accept a Pro Bono Project</strong></h3>
<p>Struggling to find that intrinsic motivation? Nudge yourself by taking on some volunteer work. Charitable organizations often rely on events to meet their annual budget, and while more established groups probably already have on-staff meeting planners, your unique skills can be put to use if you raise your hand.</p>
<p><a target="_blank" href="https://www.forbes.com/sites/tracybrower/2024/01/21/for-happiness-and-career-growth-consider-the-power-of-volunteering/?sh=506811c0349c">People who volunteer their time</a> say that it boosts their sense of purpose, their happiness, and their well-being. Bonus for stressed-out meeting planners: Even though you’re giving your time, volunteering can actually help with stress management. Plus, when it comes time to find your next gig, you can reap the rewards of the organic networking you’ll be doing while finding your own mission.</p>

<h3><strong>Take a Risk</strong></h3>
<p>Let’s say you’re in touch with your intrinsic motivation. Maybe you’re just not having <em>fun</em> on the job the way you used to.</p>
<p>If that resonates, it’s time to shake things up. Psychologists note that people tend to perform their best when they’re at what’s known as the optimal level of arousal. Too much arousal and you’re just stressed; too little arousal and you’re bored, which can then turn into apathy, causing you to mistake boredom for burnout.</p>
<p>At your next brainstorming session, give yourself a stretch assignment. How can you be one notch deeper in left field? How can you be a hint more creative, even zanier? What ideas can you float to your clients or leaders instead of letting yourself reject them before they leave your brain?</p>
<p>Getting out of a career rut doesn’t happen naturally. But it’s worth the effort now, because it can be a rapid journey from a rut to burnout, a condition that may be far harder to bounce back from. Taking the time to reconnect with your motivation can help you stay in the game for years to come.</p>

Community

Community

Articles