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14/11/2013 Statistics and MICE researches

Cisalpina Tours presents its survey on corporate events at BTC

The survey entitled “Corporate world: challenges, trends, languages and expectations in event and congress management” conducted by the study centre of Cisalpina Tours in collaboration with MPI Italia Chapter, was presented at BTC, Italy’s events trade show, which ended yesterday in Florence. 
 
The survey, conducted between September and October 2013 using an online questionnaire, involved a sample of professionals (sales managers, marketing directors, corporate event managers, management assistants and top management) employed by more than 500 medium and large-sized businesses.
 
As regards the typology of events organized by the respondents, it emerged that these were prevalently corporate events (on-site meetings, conventions, celebrations and kick-offs), accounting for 42% of the total. These were followed by B2B events such as congresses and meetings with partners and the sale force (22%), and incentives (10%). Conversely, B2C events fell within the remaining 26%: roadshows (11%), social events (8%) and product launches (7%). According to half of the sample (43%), the average number of events organized in a year by individual companies is between 1 and 5 events. On the contrary, 26% of the sample gave figures of between 5 and 10 events per year while the remaining 30% consisted of companies that organize more than 10 events per year. 
 
According to the study, 41% of the meeting planners interviewed revealed that the main problem is the issue of combining the quality of results with increasingly reduced budgets.
 
However, other critical points also emerged. First and foremost, a corporate culture that is highly resistant to change (26%), added to which there is an overlapping of roles and corporate functions (13%), length approval procedures (10%) and a lack of specific training and professional know-how regarding corporate events management (10%). Many companies also lack the presence of an in-house events manager. In fact, the presence of a person holding this specific role was only mentioned by 11% of the sample while, in general, it was revealed that, in 82% of companies, the decision-making process regarding events is the exclusive responsibility of top management. 
 
The most problematic issues encountered outside of the company include a scarce knowledge of international standards (33%) and a lack of rapport with suppliers, often considered too slow (24%), inflexible (15%), not open to dialogue (12%) and, at times, even incapable (6%) of offering truly tailor-made services.
 
In addition to cost containment, which according to 19% of the respondents even comes before the active involvement of participants at an event, among the strategic priorities mentioned, what emerged was the need not only to identify new criteria to gauge the actual business value of meeting but also to develop new formats to transmit content.  
 
The report also underlined the need to re-launch an interchange of ideas with suppliers and agencies, from whom 34% of businesses require an increasingly customized consultancy-oriented approach. 
 
Trends for the immediate future included the theme of sustainability, deemed absolutely strategic by 35% of the sample, and the importance of a return to “face to face” meetings (26%) as well as the use of technology and social media (30%).
 
The full results of the survey are available on www.cisalpinatours.it in the Cisalpina Research section.

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