The 10-member GBTA APAC Meetings & Events Committee, formed in February, will be adding three more members in the coming weeks to achieve a 50-50 buyer/seller mix to better develop strategic meetings management (SMM) programmes and encourage higher adoption in the region.
While SMM is not new, committee chair Brenda Quek said Asia-Pacific is “not as mature” compared to other regions, citing differing organisational structures and where there is no one-size-fits-all.
Quek, EY global meetings and events services lead and APAC travel lead, added corporate structures may often have different travel programme and meetings and events strategies and non-aligned interests.
As managed travel and meetings and events programmes differ, corporate travel managers need “to know the meetings and events process”.
She continued: “They may struggle a bit if the meeting objective is not aligned and it is also dependent on where meetings and events sits in the corporate structure.
“While TMCs can offer venue sourcing, the event planner needs an end-to-end plan where the buyer is looking to drive efficiency, increase audience engagement and offer stakeholder ROI.”
At the recent GBTA APAC Conference Revolutionising SMM with Event Technology education session, presented by the APAC committee, 81 per cent of attendees polled would consider a meetings and events strategy.
“The education journey is important,” Quek commented. “There was unanimous consensus the region is not as mature, and the committee’s goal is to create small learning modules like podcasts and webinars based on topics suggested.”
According to session feedback, meetings and events is more complex compared to managed travel where supporting local service providers, women, LGBTQ communities, and impact reporting are some desired corporate outcomes.
Consolidation with proper thinking for a framework and cost is important, was suggested.
Another observation was the situation of Internal meetings teams managing events remaining largely unchanged from a decade ago, and there needs to be a move towards working with agencies and providers of end-to-end sourcing.
