Trend E: Flexibility and short lead times

Trend E covers a market development that had already begun before the pandemic: more large meetings and congresses are now being booked at shorter notice, which puts pressure on the industry's suppliers. The short lead time can be attributed to several factors, but in general, we as consumers have become accustomed to a far greater degree of flexibility, which also affects business tourists' decision-making process regarding whether they wish to take part in a given event. This flexibility is supported, among other things, by new digital booking platforms, which have both made it considerably easier to plan a large event and also meant that business tourists can book themselves whenever it suits them. In addition, there is a challenge when it comes to the programme itself, where participants increasingly expect the content to be highly topical. This places meeting planners in a dilemma where, on the one hand, they want to set the programme well in advance so that more people sign up early. On the other hand, there may also be an ongoing need to adjust the programme so that the content is relevant and reflects the current situation.

Trend E is of great importance to the industry's suppliers, particularly venues and hotels, which must be able to navigate the changed customer needs and purchasing behaviour. Customers' focus on risk also affects their choice of destination, as they will now, to a greater extent, also assess the destination's general stability and reputation. This increased risk assessment can also prolong the decision-making process, as customers want to be sure they have made the right decision and have placed the event in exactly the right location.