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2 Research results Respondent characteristics The key characteristics of the respondents for this survey are shown below. 535 buyers and 167 supplierss responded as those holding or hosting events in Europe. The buyers were based in a total of 26 European countries with the top ten European countries for generating respondents shown below. In addition buyers in the US, Asia, Australia Pacific, GMENA and Africa (in order of highest volume generated) were also holding events in European countries. The research illustrates just how strong the flow of inbound and outbound business is for Europe, with the impact of economic problems in the Euro zone and elsewhere in recent years beginning to wane. Number of respondents Buyers Suppliers European Countries with most buyer respondents Spain UK Germany Italy Russia Belgium Netherlands France Poland Portugal Ukraine Switzerland Greece Finland 0.9% 0.9% 2.3% 2.1% 1.9% 1.7% 3.6% 3.4% 3.2% 3.9% 4.7% 4.3% 8.4% 7.1% European buyers Buyer respondent types Agency/Third Party Corporate Not for Profit/Association Other 72% 16% 9% 3% The Right Solution Limited/eibtm.com 13th November

3 Supplier respondentss were from hotels, conference venues, convention bureaus, DMCs, National tourist organisations, transport and technology providers and media. Clearly the results are influenced by the proportion of respondents from third party companies and the countries in which they are based. However they remain an interesting illustration of the current inbound/ /outbound market in Europe. Buyers Results - Number and types of events European buyer respondents organised an average of 23 events each over the last twelve months increasing to 25 for the next twelve months. The most popular types of events being organised are as shown in the chart below. In addition 12% said they organised other events whichh included awards ceremonies, PR promotions, fashion shows, training and team building. 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 78.2% 59.7% 57.1% 47.7% 42.3% 34.9% 28.9% 28.2% The Right Solution Limited/eibtm.com 13th November

4 Countries with highest volume and value of events The average spend per buyer on all events in Europe was US$ 1.13 million (844,514 Euros). Buyers' top ten countries for events in Europe by volume of events held for the last twelve months and those forecast for the next twelvee months (as at October 2013) are shown below. Since last year Ukraine has taken a position in the top ten and Switzerland is in a much higher position. 11.0% 17.1% 8.8% 10.8% 9.2% 11.1% 7.3% Next 12 months Last 12 months 10.7% 10.4% 8.6% 8.0% 6.8% 3.4% 3.5% 3.2% 2.0% 5.0% 4.4% 4.0% 3.6% When analysed by the average annual spend for buyers, rather than volume of events, the results change slightly with greater value of businesss being spent in Sweden and Poland. Outbound from Europe It is interesting to seee that the buyers based in Europe are also taking large amounts of business outside Europe. The percentage of buyers holding events in regions outside Europe as follows: Region Percentage of buyers holding events there Asia 35% Americas 43% Africa 19% Australia Pacific 9% GMENA (Middle East) 32% Origin of attendees The top ten countries of origin for delegates attending events in Europe are shown overleaf. It is interesting to see Russia and the USA both appearing here. Beyond the countries listed here the other regions generating delegates travelling to events in Europe were Asia, the Gulf/Middle East, South and Central America, Australia Pacific and South Africa illustrating the need for frequent international The Right Solution Limited/eibtm.com 13th November

5 air routes for meetings destinations and the increasing reach of marketing for events (with social media impacting this as can be seen in later results in this report). 1. Germany 2. Spain 3. UK 4. Italy 5. France 6. Russia 7. Netherlands 8. USA 9. Belgium 10. Poland The Right Solution Limited/eibtm.com 13th November

6 Industry sectors The chart below outlines the top industry sectors for both buyers and suppliers revealing slight variations when it comes to training/education; government/administration; oil/gas; ICT/computing and Science, all of which produce more events for suppliers than buyers % 71.2% Buyers Suppliers 57.1% 55.8% 51.9% 46.3% 47.1% 41.3% 41.3% 39.5% 39.4% 37.5% 33.3% 34.6% 35.6% 36.5% 29.9% 29.8% 27.9% 27.2% 27.2% 26.5% 6.9% 25.0% 23.1% 22.4% 22.1% 22.1% 19.2% 20.1% 20.1% 18..4% 18.4% 19.2% 17.3% 15.3% % 14.4% 12.6% 13.5% 10.2% % 7.8% 5.8% 7.1% 5.4%

7 Size of events- number of attendees The chart below shows the different size of events being organised with many more for up to 300 delegates than larger numbers. The average size for all respondents was 136 attendees % 3.9% 3.7% 3.9% 3.7% 1.0% 0.6% 3.9% 3.1% 8.1% 8.8% 8.1% 21.6% 23.0% 26.5% 24.2% 27.5% 25.5% European buyers Global buyers It is encouraging to note that 21% of global buyers had experienced increases in European attendee numbers over the last twelve months, 65% said numbers were the same and only 14% of buyers had experienced fewer attendees at their events. For many, particularly at corporate events, when higher numbers of events are being organised without matched increased budgets, delegate numbers have to be limited to those who really need to attend. Market conditions European buyers definitely appear more optimistic. 54% said conference and events businesss in Europe will increase in the next 12 months, 36% said it will stay the same and 10% said it will decrease. This increased to 57% who are predicting an increase for their own events in the next twelve months. However this optimism is not so strong for budgets, with 39% predicting budget increases for the next year. Despite this, for those who had reported changes in budgets, the average changes reported by buyers weree +2% for last year and average forecast for next year is +9.4%. Indicate how the following will or have changed for your events in Europe Increasee Same Number of events in the LAST 12 months Number of events in the NEXT 12 months 44.8% 56.6% 41.6% 36.5% Decrease 13.6% 6.9% The Right Solution Limited 13th November

8 Budget change LAST 12 months 35.7% 37.2% 27.1% Budget change NEXT 12 months 38.5% 47.2% 14.3% Buyers views of change for a range of issuess affecting their events are shown below with use of new destinations and new technology shaping event content showing highest increases. Increasee Same Decrease Marketing and promotional budgets New technology shaping event content Attendance numbers at your events Attendees from outside host country Use of new destinations for events 27.6% 62.2% 31.5% 26.6% 57.6% 53.7% 33.2% 52.3% 56.1% 35.5% 18.7% 4.6% 16.2% 17.3% 6.9% Key factors influencing venue and destination selection It is interesting to seee that beyond the primary factors of location and price/value for money, quality of service is consideredd an important factor. When budgets are limited and increasingly more is being demanded of those budgets, it is challenging for venues and supplierss to provide the expected service levels. Compliance with industry criteria is also rated as a high priority. It is also most interesting to see which factors are least important with recognised brands, technical expertise, and marketing campaigns not considered important. Location (area of country) Quality of service Price/value for money Access (road, rail links) Capacity of conference facilities Compliance with your industry criteria Quality of food Cleanliness of venue Free WiFi Quality of conference facilities Availability Internal/externa perceptions of the venue/dest. Leisure facilities Relationship with venue staff Reputation Staff awareness of needs Quality of bedrooms Convention bureauu as an intermediary Previous experience of venue Dedicated technical support Marketing campaign that caught your attention Recognised brand Technical capability and expertise of staff 57.9% 52.6% 31.6% 31.6% 31.6% 31.6% 21.1% 21.1% 21.1% 10.5% 5.3% 5.3% 0..0% 0..0% European buyers 0..0% 0..0% 73.7% The Right Solution Limited 13th November

9 Satisfaction levels with venues When asked to rate satisfaction with a range of factors at the European venues they used during the last twelve months, buyers responses rating Very Good were as follows, clearly indicating room for improvement in many areas including free Wi-Fi, service and food. There is a clear parallel between many factors rated as important during the selection process and those causing dissatisfaction as shown below. Factor Percentage rating Very Good Standard of bedrooms 52% Standard of conference facilities 52% Staff understanding of organiser and delegate needs 50% A/v equipment, technical facilities & support 43% Food quality & catering standards 32% Standards and speed of service 30% Availability of free Wi Fi 27% Recent trends and effects on events The effects of new technology are being widely felt throughout the meetings industry and investigating how this and other recent trends are affecting events produced the following key results: 49% of buyers think risk assessments and/or compliance issues are increasing costs. 46% of buyers think new technologies are adding creative options for events but are also increasing costs 52% think using social media during the meeting is improving audience engagement 48% think using social media increases attendance and 36% think it improves audience engagement 47% think Health and Safety factors are increasing costs 41% think the need to demonstrate ROI for events is saving money 49% said online content extending audience reach was saving money and 46% said making it available online after the meeting was improving audience engagement 43% think a less formal approach with delegates driving content on the day is saving money, 32% think it is improving audience engagement and 34% think it is increasing attendance 42% think networking taking priority over content is saving money yet only 35% think it is improving audience engagement and 30% think it is increasing attendance. New technologies The chart overleaf reveals the high use of new technologies and forms of communications with 91% of buyers using /mailchimp or icontact, 65% using social media to communicate before, during and The Right Solution Limited 13th November

10 after meetings and 32% using SMS to help with organisation of events. 42% are handing out smartphones or tablets to provide delegates with information during the conference with 32% using apps and 26% QR codes, 31% are providing web based access to conference content during the meeting and 32% after the meeting. Electronic RFP products are being used by 13% of buyers in Europe compared to 38% in the US (Source: AIBTM research) although this is an increase on the 10% who were using them last year. The most popular social media are Facebook, Twitter, YouTube and different uses shown below. Linked In with ratings of Buyers Use of Technology , including Mailchimp/iContact Social media to communicate before/ during/ Smartphones / tablets handed out for delegate Apps for providing delegate information SMS Web based access to conference content Web based access to conference content Audience response systems QR codes (specific matrix barcodes) for Virtual meetings in addition to face to face Cloud computing to assist with event Electronic RFP products e..g. Starcite, Cvent Virtual meetings instead of face to face meetings Location aware software e.g. Foursquare Crowdsourcing Holograms 41.9% 31.5% 31.5% 31.5% 31.0% 27.1% 26.1% 26.1% 21.2% 12.8% 10.8% 9.9% 5.9% 4.4% 65..0% 90.6% The Right Solution Limited 13th November

11 Buyers Use of Social Media Facebook 74.7% Linked In 55.0% Twitter 41.9% Google+ YouTube Do not use social media 28.4% 26.6% 21.0% Pinterest Other Reddit Diggg 7.9% 5.2% 0.4% 0.0% European buyers Suppliers' results - market conditions Suppliers were also optimistic about the volume of events increasing in the next twelve months. However only 23% think that budgets will increase in the next twelve months so perhaps they will be pleasantly surprised if budgets increase according to buyers predictions! Interestingly 57% predict use of new destinations, possibly to try and stretch budgets further. Indicate how the following will or have changed for your events in Europe Increase Same Events hosted in the LAST 12 months Events hosted in the NEXT 12 months Clients' Budget change LAST 12 months Clients' Budget change NEXT 12 months 51.3% 66.2% 13.2% 23.0% 32.9% 27.0% 42.1% 62.2% Decrease 8.1% 44.7% 17.6% NEXT 12 months Increase Same Decrease Marketing and promotional budgets 23.9% 39.4% 36.6% Budgets for individual events 25.4% 43.7% 31.0% Use of new destinations for events 56.9% 30.8% 12.3% The Right Solution Limited 13th November

12 For the first time in recent years the issue that will most impact their conference business in the next 12 months was not the Global economy, a sure sign of returning confidence, although political stability was still mentioned for some countries. The most frequently listed issues were as follows: Adding value for clients, careful management of costs Relationships (with clients) built on trust and excellent servicee Clients having confidence in events as effective part of their marketing mix Demonstrating ROI. Suppliers' results - trends affecting the market New technologies adding creative options for events Using social media to raise awareness and interest before the meeting The need to demonstrate ROI for events Networking taking priority over conten Using social media during the meeting (twitter etc) Making contentt available online after the meeting Online content extending audience reach Less formal approach with delegates driving conten on the day 53.0% 43.9% 42.4% 40.9% 33.3% 30.3% 28.8% 22.7% Suppliers' results -Use of technology There appears to be a disconnect between suppliers and buyers when it comes to availability of Free Wi-Fi. 81% of European suppliers say they are providing it yet the lack of it is a cause of dissatisfaction for buyers. The Right Solution Limited 13th November

13 Free Wifi Social media to communicate with Apps for providing client/delegatee Audience response systemss QR codes (specific matrix barcodes) for Virtual meetings Cloud computing Cvent Location aware software e.g. Foursquare Crowd sourcing Electronic RFP products eg Starcite, Holograms 42.2% 32. 8% 23.4% 23.4% 20.3% 9.4% 9.4% 7.8% 4.7% 3.1% 3.1% 81.3% Suppliers' results - use of social media Facebook Twitter Linked In YouTube Google+ Pinterest Don't use social media Other (please specify) Reddit Diggg 25.0% 13.2% 2.9% 2.9% 1.5% 0.0% 85.3% 72.1% 67.6% 57.4% The Right Solution Limited 13th November

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