The year 2025 is the year when technology will play a central role in all aspects of conferences and meetings, from operations to marketing. Demand is polarized as luxury retail continues to grow, while at the other end, automation, efficiency and productivity are critical to success.
These are the top trends in the industry, according to Wyboston Lakes Resort.
CEO Steve Jones believes “we see supply polarizing further in labour-intensive industries such as hospitality as the squeezed middle grows in size. The luxury segment continues to grow, as do prices and delivered abundance, and at the other end of the spectrum automation, efficiency and productivity are critical to success .Operators who are not at either end of this spectrum have to decide which way to go in order to stay meaningful.”
Richard Smith, Chief Commercial Officer, expects “shorter referral confirmations that reflect the broader economic landscape when customers ask, but then hold off on confirming for as long as possible. But conversely, we’re seeing bigger events, bigger budget, events commit further out because they’re looking for certainty about price, location and service /of the quality of the place.
Richard adds: “More and more hotels outside of London are likely to focus on increasing the meetings and training part of their business mix. This can lead to pricing volatility in the medium to mid-sized transaction market. Negotiations will continue to be complex and lengthy, especially regarding price and cancellation conditions.
On the pricing theme, CFO and corporate secretary Julie Ireland expects “prices to rise as the impact of the budget kicks in, particularly in the hospitality and retail sectors”.
Due to the cost pressure caused by the budget, venues strive to apply technology even more. Steve Jones also highlights, for example, how automation and the use of technology can help challenge “good service”, by removing barriers and speeding up service. “I’ve been waiting for the Michelin-star restaurant bill for so long that I would have liked to pay with a QR code.”
“Technology remains central, not only in terms of operations, but also in creating immersive experiences,” says Louisa Watson, Chief Marketing Officer and Head of Sustainability. “Virtual and augmented reality for event previews, AI-powered event applications and seamless hybrid event solutions are what separate successful venues.
“I believe that the demand for unique, customized experiences will continue to grow, especially in the MICE sector. Customers expect venues and events to meet their specific needs, whether through curated delegates, personal digital interactions or tailored on-site services.
Committed to the mantra “more sustainable, no apologies”, Louisa Watson and her colleagues will focus closely on sustainability trends next year. “Marketing should emphasize genuine sustainable development practices. Guests and event planners are increasingly attracted to companies that go beyond greenwashing and demonstrate measurable environmental impacts, such as carbon-neutral events or zero-waste catering.
“The ‘S’ of ESG will come into play a lot more, and I think we’ll see collaborative campaigns with local partners, charities or even other locations. Marketing initiatives that tell a story of giving back or engaging with local culture resonate deeply with audiences and can strengthen brand equity.” I think we’re seeing the power of community and event legacy grow, and more and more event planners are asking how events can leave a lasting impression a legacy that benefits local communities through job creation, philanthropic partnerships or sustainable supply chain practices Marketing campaigns should emphasize these social contributions as part of the value proposition.
The ‘S’ also stands for diversity and inclusion, and this will take center stage in 2025. Venues must ensure they cater to diverse audiences, with accessible spaces, inclusive marketing language and accommodation that respects cultural, dietary and personal preferences . “
What would Wyboston Lakes Resort like to see?
“More effective collaboration between industry associations will ensure that the Business Events sector takes its rightful place in the government’s mind as a critical influencer of the economy and society,” Louisa Watson, Marketing Director and Director of Sustainability, would like the industry to achieve.
“By working together with one voice, we can articulate the enormous value our industry brings – not just in generating revenue, but also in driving innovation, education and global connectivity. Co-ordinated action would enable us to influence policy, secure vital support and ensure the UK remains a top destination for world-class events.”
Commercial director Richard Smith agrees, adding positively that “associations are increasingly working on alignment, but this needs to pick up the pace so that meaningful representation and positive pressure can be applied”.
While the whole team would sincerely like to see business rate reform, they also agree with CFO and company secretary Julie Ireland that “the positive growth in the economy is linked to the investment initiatives we are taking to keep our business dynamic”. “
This aligns with CEO Steve Jones’ wishes. As Wyboston looks to invest more in sustainability initiatives, Steve would like to see “green energy bureaucracy turned on its head”.
“Instead of spending years and six-figure fees to see if we can possibly get to generate and distribute energy on our site, I would like to see this permit automatically granted and the approvals only reviewed so that safe and appropriate, broadly similar permitted construction is allowed in smaller homes in extensions.”
www.wybostonlakes.co.uk
