Trend D: Sustainability

Sustainability plays an increasing role for many customers, which affects the suppliers in business and meeting tourism and is a driving force in the development of new products and services. But going forward, it is no longer enough simply to say, as a supplier, that you work with sustainability. In the future, more customers will require documentation and an account of the impact from their meetings and events, since they need this information for their own reporting. In the future, customers will therefore deselect the destinations and suppliers that merely promote sustainability, and instead choose those that both measure and work actively to reduce their emissions, resource use and so on.

Another important shift concerns the perception of the concept of sustainability itself. In the future, more customers will not only focus on the environmental and climate dimension. Instead, more will also demand solutions and initiatives that embrace the social dimension. How do we, for example, create more inclusive venues that cater to a more diverse group of participants? The increased focus on the social dimension should be seen in light of the fact that more companies and organisations are themselves focused on creating a more diverse and inclusive workplace and corporate culture. The growing social focus should therefore be factored into the overall value proposition for customers and complement the many initiatives within environment and climate.