The return on investment (ROI) for meetings and events (M&E) is no longer an option, but essential for proving value, securing investment, and aligning strategies with business goals.
While cost savings and precision spend are still key, ROI has evolved where return on engagement (ROE) and return on sustainability also matter, according to speakers at the inaugural Global Business Travel Association (GBTA) APAC webinar Why ROI matters in M&E Now More Than Ever.
Donna Liew, Asia East, ASEAN and Singapore, regional leader and director, brand, marketing and communications, EY, said “story-telling and a compelling narrative” is important in managing stakeholder expectation.
Isaac Yeo, South-east Asia travel and events manager, Boston Consulting Group (BCG), added: “Cost saving and spend reduction may be some of the reasons, but ROI is also about productivity especially for international events… and improved collaboration in the long-term.
“It’s also about return on time and the experience, where attendees are energised, which can boost job retention and long-term careers.”
As for the return of experience and ROE, Simone Seiler, global general manager, FCM Meetings and Events, commented that integrating data analytics and using it to create a success matrix performance indicator could address “what works and future risk”.
On the use of AI, Liew shared that EY was building its own “super efficient” platform to measure the ROI outcome for the long sales cycle, 18 months after an event.
Meanwhile, Yeo pointed out that AI is “definitely crucial in ROI management”, and every BCG staff also creates a “personalised ‘ChatGPT’” for client servicing.
FCM also uses AI for design and event concept, to customise the attendee experience and enhance data analytics, and Seiler noted AI is used 100 per cent in day-to-day operations like room rate reconciliation, with data privacy in mind.
There was also the issue of sustainability.
Liew identified waste management as a key takeaway, calling it “a very important ROI area,” which moderator Hida Khalid, director of sales – MICE, Hilton Worldwide Sales, Asia Pacific, labelled a return on environment.
BCG’s Yeo added environmental sustainability is not only about offsetting the carbon footprint, but also giving back to the local community, how people are impacted and how it is measured.
Similarly, Seiler shared that FCM gives clients the opportunity to offset their carbon footprint and engage with the local community.
Regarding internal ROI discussions, Yeo advised that the conversation should not be limited to the “budget holder,” but should involve everyone, stressing that “only with data points can we craft an event”. He added that giving staff a choice of events improves collaboration.
Liew agreed, noting that budget owners may not always know the true ROI or employee desires, and providing options ensures positive outcomes for all.
