Market analysis – trends and tendencies in business tourism

MeetDenmark has commissioned a market analysis that provides an overview of the most important market trends and what they mean for the different business areas within business and meeting tourism.

Photo: Fern

The international consultancy MMGY Hills Balfour has prepared a market analysis for MeetDenmark that focuses on the most important trends within business and meeting tourism and, not least, what they mean for the industry.

12 market trends to keep an eye on

MeetDenmark has looked across more than 35 reports, all of which focus on new trends and tendencies within both business and meeting tourism and the labour market of the future. The review reveals a number of cross-cutting and consistent themes, which have been translated into 12 market trends.

The 12 market trends are not ranked by importance, as customers have different priorities and goals when it comes to holding a physical event. Nor should the trends be seen in isolation; on the contrary, several of them are interconnected and can influence one another. It is therefore important to consider them all.

In-depth analyses of the different business areas

To gain a deeper understanding of what the different market trends mean for demand, a wide range of surveys, focus groups and interviews with international customers were carried out. The customer surveys have resulted in three in-depth analyses that shed light on what the different trends mean for the meetings, trade fair and congress markets.

Get the overview and dive into the analysis

On this page, you will find the 12 market trends, the 3 in-depth analyses and the full report, where you can read more about the data basis and the methodology behind the analysis. MeetDenmark hopes that the insights from the analysis can inspire the industry's players in their future sales and development work.

12 market trends

Photo: ShutterStock

Trend A: More value creation

The coronavirus pandemic has confirmed that the physical meeting is still important. But there is a need to develop the traditional formats so that the meetings of the future create even more value.

Photo: ShutterStock

Trend B: New working patterns

The coronavirus pandemic has meant major changes in the way we work, which brings both challenges and opportunities for business and meeting tourism.

Photo: Daniel Rasmussen

Trend C: Hybrid options

The new hybrid solutions were predicted by several experts to revolutionise all of business and meeting tourism. Post Covid-19, the expectation is that the hybrid format will play a role, but to a lesser extent than anticipated.

Photo: ShutterStock

Trend D: Sustainability

Sustainability has gradually become an integral part of business and meeting tourism, but going forward, more customers will demand documentation and place greater focus on social sustainability.

Photo: ShutterStock

Trend E: Flexibility and short lead times

Short-term planning and the need for more flexibility have only intensified in recent years and look like a new basic condition for the industry.

Photo: ShutterStock

Trend F: Relationship building and networking

One advantage of taking part in a professional, subject-specific event is the chance to build new relationships that can turn into new business or lay the groundwork for new collaborations and projects. This is something the industry must help facilitate and drive to a greater extent.

Photo: Daniel Rasmussen

Trend G: Content and format

Content and format now play a far greater role when it comes to the physical meeting. Participants want a greater professional benefit, and this places new demands on planning and execution.

Photo: ShutterStock

Trend H: Budget and price

Having seen that some business events can be held virtually, participants will need to justify the costs of attending in person when the virtual option is available. This places new demands on organisers and brings both opportunities and challenges for the industry.

Photo: Wonderful Copenhagen

Trend I: Sponsorship

Sponsors' motivation has changed in recent years, shifting from being solely about exposure to obtaining information and knowledge about participants.

Photo: ShutterStock

Trend J: Accessibility

Time is precious, and it must be easy to get to and around the destination.

Photo: Kim Wyon

Trend K: Local experiences

More business tourists no longer want to be locked away in a meeting room or conference hall. On the contrary, they want to experience the local area and feel connected to the destination.

Photo: Shutterstock

Trend L: The role of the destination management organizations

The role of the destination management organizations has expanded since the pandemic, and there is now increased focus on the broader value creation of business tourism.

Introductory video to the 12 market trends and analysis

In this short video, Hamish Reid, Senior Associate Director at MMGY Hills Balfour, presents the 12 identified trends. The analysis can be found below.