Gain Insights and Drive Program Improvements

At American Express GBT Meetings & Events, we provide research and insights that combines detailed global meetings industry data with the collective knowledge and thought leadership of our experienced team. Download our 2024 Meetings and Events Forecast here. Download full copies of our other research and insights papers below.

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2024 Global Meetings & Events Forecast

Welcome to the 13th annual Global Meetings and Events Forecast. This year’s report delves into industry trends, from tech advancements and AI integration to sustainability and wellness. Discover the importance of strong partnerships and the enduring value of in-person meetings in fostering creativity, culture, and growth.

Meeting With Purpose

This e-book focuses on the importance of internal meetings and provides industry insights on how they can reinvigorate your business and foster better collaboration among remote team members. Learn how to justify the need for face-to-face meetings so when finance leaders challenge you, you can advocate for them and expand your meetings program.

Designing Inclusive and Safe Events

The topic of diversity and inclusivity can have many different dimensions. In this paper, we explore ways to make meetings and events safer for women and minority attendees and provide 10 steps you can take for your next event.

2023 Global Meetings and Events Forecast

Welcome to the 12th annual Global Meetings and Events Forecast. As we look to 2023, it’s an exciting time to be in this industry.

Meetings ROI Guide: The First Steps to Measuring Success

Tracking and measuring return on investment (ROI) for your meeting spend can be a very powerful way to prove and increase the value of your meetings and events overtime. ROI can be measured at the macro or micro levels, and you can determine what’s relevant and important to track. Start learning what, when and how to measure your meetings and events ROI.

Understanding Your Attendees

Attendee engagement strategies that worked pre-2020 might not be applicable in the context of today’s health and safety concerns and the increased use of virtual and hybrid meetings. Personas can help meeting professionals understand their audience and deliver a successful event that resonates and drives behavior change. Get to know the 13 most common attendees for virtual, hybrid, and in-person meetings and events and how to best engage each one.

Hybrid Meetings Playbook

The hybrid meeting format offers many advantages as well as many challenges. Part 1 of this paper provides a step-by-step process for incorporating hybrid meetings into a Strategic Meetings Management Program. Part 2 offers key considerations and practical tips for planning hybrid meetings and events.

On-Demand Webinar: 2021 Global Meetings and Events Forecast

Learn the key findings from our 10th annual Forecast, including global and regional trends and activities shaping the industry in 2021. Hear predictions for common meeting types, budgets, spend, hotel and meeting space availability, and more.

Virtual Attendee Personas

Understanding your virtual audience is key to delivering a successful event that resonates with them and drives behavior change. Engaging your distracted and possibly virtually numb attendees just got easier. We’ve outlined the seven most common virtual attendee personas and provided tips on how best to engage each one.

8 Key Considerations to Create Engaging Virtual and Hybrid Meetings and Events

Whilst nothing compares to face-to-face interaction, virtual and hybrid meetings and events are an effective way to reach a broad audience and maximize your investment. Gain insight into event considerations to produce highly interactive and engaging digital experiences for your virtual or hybrid attendees.

Tech Guide: Virtual Meetings & Events

Learn the common virtual meeting technology types, which are easiest to execute, and the features and typical use cases of each one.

Virtual Meeting Planning Guide

Learn which types of meetings are easiest to transition to virtual, best practices on creating engaging content, and checklists to engage attendees before, during, and after the meeting.

A Shifting Mindset in a Shifting Environment

The scale and sophistication of the meetings and events sector continues to grow across corporate China, as business travel increases overall. This paper highlights best practices for meetings and events in high-risk locations like China.

In-Depth Look at the Event Experience: What Marketing Owners Want

This report explores key findings about how marketing event owners tackle some of the bigger issues – setting objectives, measuring outcomes, and designing unique experiences while balancing the realities of logistics and budget.

How to Create Attendee Personas

Our eBook highlights the value of attendee personas and walks event owners through the steps to build and utilize them. Plus, we even include helpful templates to make sharing the personas within your organization easy!

Asia Pacific Destination Report: Perceptions of Top 5 Cities

From the glistening islands of Indonesia, to the modern metropolises of Tokyo and Hong Kong, to the national treasures of Australia’s landscape, Asia Pacific delivers an option for every style, taste and manner of event. As interest in meetings and events in the Asia Pacific region grows, we surveyed meeting professionals across the region to understand perceptions.

Meetings Legal Trends

Legal developments around the globe are creating new best practices that cause companies both big and small to re-evaluate the ways in which meeting services are delivered. In this paper, we explore the implications of GDPR, emergency planning, and codes of conduct.

The Future of Personalization

We are now living in a world where delegates have increased expectations due to the continual advancements in technology. Every attendee has different personal and emotional requirements and we are seeing a greater need to offer a more individual and personalized experience at events.

In-Depth Look at Medical Meeting Content: What Drives HCPs to Attend, Engage and Learn

In the everchanging world of health and medicine, HCPs are in a constant state of continuing education. This report explores what impacts HCP consideration for attending medical meetings and what matters most to them about content and meeting design.

Latin America Destination Report: Perceptions of Top 5 Cities

An increase in worldwide travel has raised the bar for meeting planners to provide unique meeting experiences. Developed in partnership with IBTM Americas, this report explores Latin America’s growing popularity as a compelling destination for meetings and events!

How to Take Incentives from Another Day at the Beach to a Bucket-List Worthy Experience—And Why It Matters

Read how designing an incentives program around bucket-list experiences can help drive business outcomes and improve retention, and recruitment, of top talent.

Focus on the Why: How Branding Principles Can Guide Your Event Design

Learn how using key branding principles – brand essence, target audience profiling, and emotional and functional attributes – can help planners focus on the “why” and design effective and memorable events.

Understanding Your Attendees: The Key to Event Success

Understand event personas and personalities at a high level and gain insight into how your events can be tailored to meet attendee’s varying needs.

Benchmarking Your Meetings Journey

Understand the stages of Strategic Meetings Management (individualized, consolidated, strategic, and optimized), where the companies that were surveyed sit on the continuum, and the benefits they are deriving from SMM.

China: How to Manage Compliant Meetings

Learn some of the specific areas to watch for when planning meetings in China to stay compliant, and learn some basic next steps you can take to help mitigate meetings-related risk.

On the Horizon: Healthcare Trends to Watch

Gain insights across key areas of congress planning – attracting attendees, educational experiences, and implications of next generation HCPs, technology, data, and personalization trends.

Mitigating Risk in Meetings: 2016 vs. 2013

Understand shifts in meeting planner and meeting owner activities and behaviors related to risk from previous study conducted in 2013 
vs 2016.

Doctor’s Orders: The Physician’s Perspective on Meetings and Events

Gain insights into the elements of healthcare meetings that attract physicians today and what will 
motivate them in the future.

Emerging Africa: Exploring Meetings on a Changing Continent

Discover factors impacting the selection of Africa as a meetings destination as it rises in prominence on the global business stage.

Protect Your Profits: Mitigating Meetings Risk in Life Science Companies

Gain insights from our exploration of meetings risk, understand key trends, and identify gaps between leaders and meeting planners.

Great Expectations: The Evolving Landscape of Technology in Meetings

Determine expectations of meeting planners/owners and meeting attendees for virtual and social media in meetings.

Global Meetings and Events Forecast

Looking at 2024, meeting professionals have an optimistic view of the meetings market. Download our 2024 Global Meetings and Events Forecast to gain valuable insight into the world of meetings and events.

Download the Forecast