Abstract
In the evolving landscape of the meeting industry, particularly in the wake of the COVID-19 pandemic, understanding the future demand for external meeting venues has become crucial. This article delves into the findings of a comprehensive study conducted by the Hotel Management School Maastricht in collaboration with the International Association of Conference Centers (IACC). The research was driven by the need to identify current trends and factors influencing the demand for meeting venues in a decentralised work environment. To achieve this, a mixed-methods research approach was employed, encompassing both quantitative and qualitative methods. An online survey targeting high-level managers in large multinational companies was conducted to gather insights on their perspectives on the future usage of external meeting venues. Complementing this, semi-structured interviews were conducted with clients of IACC venues to delve deeper into specific needs and expectations for future business events. This article presents an analysis of these findings, offering a comprehensive view of the shifting dynamics in the meeting industry and providing actionable recommendations for stakeholders to adapt to these changes effectively.
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