As in previous years, Event Planner Spain has had the chance to interview Graeme Barnett, Senior Exhibition Director for ibtm world, about the coming edition of the show, which will take place in Fira Barcelona from 29 November-1 December.
1. What, for you, was the highlight of the 2015 edition of ibtm world?
There were a couple for me and the team, firstly the move of our education programme onto the show floor which was rated a real success by attendees who see the ibtm world Knowledge Programme as a critical element of their visit. It was a major success, not only as it meant the entire program was delivered on the show floor, amongst the exhibitors but working with our production partner, ACS Audio Visual Solutions, we were able to create a unique environment for speakers and participants to engage with each other in four very different room sets, demonstrating our commitment to great content delivered in the very best environments.
Secondly and from a business perspective the introduction of what could be termed a Mutual Match appointment system which helped deliver not only quality pre-scheduled appointments but also relevance to both parties. This unique technology gives Hosted Buyers and exhibitors ‘preferences’ which are then matched to create an appointment that hopefully ensures both a relevant and productive meeting.
On a lighter side, but still a highlight are the learnings from the figures and facts that come from the event. Here are just a few. We had 73 countries represented, there were nearly 87,000 appointments requested before the show even started, there were 86 destination presentations where some 6,600 places were pre-booked to learn about a destination, 26% of buyers chose to extend their stay in Europe either pre or post show – that is an important fact for the destinations they chose. Over 7,000 room nights were booked for our Hosted Buyers alone and 60 international airlines were used to bring them to the show. We then also worked out that across all the business, networking and opportunities to connect we estimate that over 200,000 business cards were exchanged.
So, perhaps this is why the biggest highlight for us is to see the return on investment for our attendees, both exhibitors and hosted buyers/trade visitors, in achieving their business objectives at what is seen to be the way to end the year – at the international industry event, ibtm world in Barcelona.
2. As regards the show floor, will there be any new developments this year?
Building on the success of the introduction of the mutual match as part of our appointment process last year (buyers and exhibitors preferences for each other are matched to create an appointment) we are further developing the system to deliver one of the biggest innovations to promote more relevant appointments at the show. This year we are introducing a new match-making tool to further provide Hosted Buyers with tailored recommendations of exhibitors that they should meet with.
The concept is similar to the approach used in online retail systems. It allows us to identify which buyers should meet with which suppliers and do our very best to make those meetings happen. Above all our Hosted Buyers come to ibtm world to meet new and inspirational suppliers and if we are able to do that then we deliver value to exhibitors by generating new leads and business opportunities.
These recommendations are based on information provided by buyers about their business objectives at ibtm world. By providing in-depth information about the events they are specifically looking to source at ibtm world, we can then, through the use of technology, review the exhibitors’ profiles and determine who is the most relevant exhibitor for that buyer. A series of recommendations will then be sent to the buyers, saving them time and improving the chances of a relevant and productive meeting for both Hosted Buyers and exhibitors.
This sophisticated and intelligent matchmaking service has the potential to generate new meeting opportunities for both parties that are unlikely to have been considered prior to the Hosted Buyers receiving personalised recommendations.
We will also be introducing a new app that will have additional functionality, allowing exhibitors to capture all their leads and contacts from attendees to their stand through their smartphone rather than the traditional lead-capture scanners. Exhibitors will also be able to ‘instantly’ rate each appointment in terms potential business that will provide valuable insight to both exhibitors and ourselves as we plan future buyer programs.
The innovation Zone will again be the platform for the top 10 products, as chosen by the judging panel, to showcase creative solutions that can enhance any event experience.
We’re also on track to deliver a strong show in terms of the education line up within the Knowledge Programme this year. I’m also very excited about the new venue for our Meetings Leadership Summit, Camp Nou, one of Barcelona’s most recognisable landmarks and venues.
One of the big changes to the logistics of the show this year is that Barcelona has further invested in the infrastructure of the city and opened a new high speed metro that will take attendees directly from the airport to the Fira de Barcelona, this will be a great improvement for all our attendees travelling to and from the airport and ibtm world. The route will go directly to Terminal 1 at Barcelona International Airport, interconnecting with all other terminals and trains will run approximately every siete minutes.
3. Are there any first-time exhibitors of note this year?
As I write this, we have some 20 new main stand holders that are here for the first time this year, but of course we won’t know until nearer the show just how many sharing exhibitors will be new. When companies choose to share an exhibitor’s stand, their details are added to www.ibtmworld.com in the run up to the show, so we always suggest visitors and Hosted Buyers keep an eye on the website information. Expect to see Tucson and Scottsdale (Arizona), Destination DC (Washington), San Francisco Travel Association, Visit Finland, Office du Tourisme et des Congres de Paris, Tourist Organisation of Budva (Montenegro), Norway Convention Bureau and Tourism Australia among others.
4. It is still early days yet, but do you expect any fallout from Brexit? Or have you already noticed the effects of this momentous decision on UK exhibitor and host buyer numbers?
Politics do not play a part in trade shows per se, as you can imagine whilst Brexit has been the topic of 2016 in Europe, ibtm world is just that, an international event of global proportions where the meetings industry comes together for a week to do business. I am sure there will be many conversations taking place on the show floor, and because the subject is topical we are going to give it a platform in our education programme which will be once again on the show floor in the ACS Knowledge Village. The session entitled “The impact of Brexit on the meetings industry” will see the issue addressed from many sides as well as the implications for others around the world. Those interested in participating should go to the ibtm knowledge section within the “programme” tab @ www.ibtmworld.com.
5. Still on the subject of Brexit, do you envisage any short-, medium- or long-term impact on the market as a whole? Which countries do you think will benefit from this?
I think it is too early to say. If currency provides an additional incentive, then the UK is saying it is value for money. We have London & Partners who are eager to promote themselves to the international meeting planners at this year’s ibtm world. However sadly for us in the UK leaving our country now means that the value of Sterling isn’t what it was before the vote. But, as a prime minister once said, “A week is a long time in politics” so who knows what we can expect by the time we are all in Barcelona, let alone next year or in five year’s time.
6. As to the knowledge and networking programmes, will there be any new features?
Set to take place in the ACS Knowledge Village from the first day of the event education sessions will provide interactive workshops, high-level debates, game-changing topics and presentations on global issues that affect the industry right now and in the future. As the leading international event that really closes one year to the next, we wanted the industry to lead the way for this year’s programme as there are so many topics which clearly affect their business lives on a day-to-day basis. We aggregated the research that we did with our attendees and have created an innovative, immersive conference programme inspired by those who will be attending ibtm world this year.
Recurring themes from the research identified the following topics:
Safety, Security and Risk Management – in today’s turbulent world, crisis management, security issues and safety topics are high on the industry agenda.
Innovation, Disruption & Technology – what is shaking up the sector? Emerging technologies, how can new technology be used to better affect? The client experience.
Professional Development/Staff recruitment and retention – issues relating to work/life balance, how to retain quality staff, inspirational leadership techniques form the agenda.
Client Engagement – social media, case studies, networking tools and marketing feature in this theme.
The impact of Brexit on the meetings industry – this will be addressed from many sides including Europe and the UK as well as implications for others around the world.
There will also be a Spanish education programme with seven sessions created and planned by MPI Spain. Full details are available in Spanish on www.ibtmworld.com.
This year’s ibtm world Industry Trends Watch Report will once again be delivered by Rob Davidson, Managing Director MICE Knowledge, on the opening morning of the show.
Rob’s session is the industry’s annual opportunity to take away trends, facts and stats from an international perspective. So popular, he will deliver it twice so that all attendees including exhibitors get a chance to hear from the expert at the end of this year how the MICE industry looks heading into 2017.
This year’s networking kicks-off with the Welcome Reception which is themed to celebrate the Catalonia year of European Gastronomy and will be called Deliciously Barcelona. Following a long list of great themes that have included the green open spaces of Barcelona, its international fame as a sporting destination, this year Catalan cuisine is in the spotlight. More than a culmination of delicious experiences, it has become an admired model of gastronomy.
The Welcome Reception takes place on 29 November and onsite at ibtm world with thousands of attendees celebrating one of many networking events throughout the week.
It will be an invitation to ibtm world attendees to participate in a journey of discovery. It was an honour that celebrates the quality of the region’s agricultural and culinary heritage that has put Catalan cuisine and food products in the international spotlight. Gastronomy is, and always will be, one of the strongest identifying features of Catalan culture, that makes the region and Barcelona one of the leading tourism and MICE destinations in the world.
The reception will feature different zones and activities dedicated to Catalan products, people and places. There will be produce from the sea, the countryside, and the land and the event will also showcase the region’s wine, places and traditions. It’s all going to add up to a great Welcome to all of this year’s attendees.
Exhibitors get to display their culture and brand by creating their own events and parties for Networking Hour on Wednesday 30 November. This time from 6-7pm allows buyers and trade visitors to enjoy their own time networking with each other and at an exhibitor’s invitation.
