How do professionals see 2011? Will their budget or their clients’ budget increase? We asked the same question last year and the verdict was almost a symmetrical curve, with roughly as many optimists as pessimists. This year the curve looks clearly better even though we should just keep the champagne in the fridge for awhile more. If more than a third of professionals see a flat market in 2011 as compared to 2010, and 10% even see a worsening of the situation, 55% foresee a pick-u; it is already a definite reason to rejoice. Even though it is only a small pick-up as only 11% foresee a growth higher than 20%, moving up is already moving in the right direction. These findings are in keeping with Rob Davidson’s Trend Report, according to which he mentioned that the worst is over and the market is poised for a slight recovery in 2011. At long last!

What will be the durable effects of the recession? Will it change our market in a significant way? We asked meeting professionals and the answer indicates a more sober but also a smarter industry. The focus is on the long-awaited positive changes in the way we work: more attention to content and higher importance on ROI. Our industry is moving away from just organising nice trips and celebrations and is focusing more on the real function and objectives. These changes have their negative side on our industry too: less luxury, lower budgets and simpler setups. The “hospitality” side of our industry will be affected according to the respondents (even though luxurious events have always been part of human life and we can expect them to be back in no time!). More technology is also expected and any industry who integrates technology tends to improve its quality and productivity. Virtual meetings do not look like a threat for face-to-face.

This study was done for the EIBTM Show Daily.