INDUSTRY ASSOCIATION TO UNDERTAKE RESEARCH TO ASSESS FUTURE MARKET
True role of face-to-face to be assessed
The Institute of Travel & Meetings (ITM) UK & Ireland has announced that it is planning to conduct a major study in 2010 to assess the true potential future market for electronic communication and the likely impact on the business travel and meetings market.
The ITM Research study, powered by Argate, is planned in light of a number of industry factors which the association believes are creating fundamental behavioural change in the ways businesses interact. These include environmental and wider sustainability influences, a greater focus on Return on Investment (ROI) or Return on Objectives (ROO) by business and increased duty of care and work/life balance requirements. In addition the association wishes to consider the impact of generational difference and the rising use of technology to interact by the "Digital Native", a term used to describe the coming technology literate generations. The study will also seek to establish variances across public v private sector and consider the application of appropriate meeting mode being explored by some buyers in innovative travel and meeting programmes throughout Europe.
The association has announced that the study will seek to address the following issues:-
- When are face to face meetings really of value?
- Will the next generation of digital natives use technology differently to build relationships?
- What technology choices are available now and planned for the future?
- Under what circumstances is Video Conference (VC) best used?
- Will VC simply replace short haul travel or is its true value considered against long haul travel?
- Will HR issues, such as employee well being, influence meeting mode?
- Is there a recommended process to help organisations make the right meeting or technology decisions?
- What could supplier companies be doing to move towards a better model?
ITM has provisionally secured a commissioning sponsor but is interested in others from a non-conflicting supplier base willing to understand the true nature of the change to travel and meetings.
Speaking about the planned study, Caroline Strachan, ITM Chairman and category lead for Astra Zeneca said, "There is much talk about technology versus face-to-face so we think it's important to undertake a quality study on what the true value of face-to-face meetings are and what part technology will play. We are not looking to promote travel over technology or vice versa, but take a totally independent view to assess what the future might look like."
Diane Steed, Head of Marketing at ITM said, "To reinforce this independence we are not looking for commissioning sponsors who will benefit from the promotion of technology, rather we're looking for suppliers who stand to lose at present from the use of technology over travel. The results will give these companies a real insight into their future market and how they can adapt to survive and even thrive in the brave new world we envisage."
