Home » MICE Events » [EIBTM 2012] IBTM Global Events: Best Business Opportunities, Best Networking and Best Education

[EIBTM 2012] IBTM Global Events: Best Business Opportunities, Best Networking and Best Education

IBTM Global Events: Best Business Opportunities, Best Networking and Best Education

 

Incentives, Business Travel & Meetings Expo (IBTM) events are the pioneering showcases for the meetings and events industry held in seven business destinations across the continents. The IBTM events are owned by Reed Exhibitions, the world’s leading events organizer, with a growing portfolio of 500 events in 39 countries, and a staff of 3000 exhibition specialists. Craig Moyes, Portfolio Director, Meetings and Events Portfolio of Reed Travel Exhibitions told the Global MICE Insight about the key development strategies of the IBTM portfolio and the future plans to continue its legacy through an interview. 

 

 

GMI: Please introduce the IBTM Global Events and the primary objectives of the events to our readers.

Moyes:

The IBTM event’s current portfolio (www.ibtmevents.com) comprises EIBTM, which celebrated its 25th edition in Barcelona, Spain at the end of 2012,  AIME in Melbourne, Australia, GIBTM in Abu Dhabi, CIBTM in Beijing, China, AIBTM in Chicago, USA and Business Travel Market which is now co-located with WTM in London. In 2013 there will be a new addition with the launch of IBTM India. The first IBTM India will take place at the Grand Hyatt in the financial hub of Mumbai from 12-14 September 2013. This event will provide an integrated platform for the MICE and Business Travel sectors to come together and make the very most of the inbound and outbound business opportunities that India has to offer.

The key brand values and objectives for all of the IBTM Global Events are to provide the best business opportunities, best networking and best education all underpinned by a world-class Hosted Buyer programme which is a core element supporting successful delivery of business opportunities and return on investment for all those attending the shows. The six shows combined provide access to 5,000 suppliers from 100 countries, 17,000 meeting planners and over 100,000 pre-scheduled appointments.

Reed Travel Exhibitions is the only industry organiser of such a global portfolio, with each event tailored for the markets they serve.  This provides global reach for anyone targeting meetings business globally or organising meetings, events or business travel.  It also allows us to use our resources to provide global products such as research and insight.

Our vision is to continue to serve the international and regional meetings and business travel communities through the current portfolio, provide online 365 information, news and education as well as developing additional events.

 

 

GMI: What is the target market of the IBTM brand, and what kind of differentiation strategies has the IBTM employed to gain the competitive edge?

Moyes:

All the IBTM Events have the same brand values with the core difference being the location and the fact that each event is culturally different.  For example, GIBTM takes place in the UAE, CIBTM is in Beijing, China, AIME in Melbourne Australia and AIBTM is in the USA.  EIBTM is our flagship event, being truly global and representing over 100 countries worldwide.

Each event is tailored for the market it serves in terms of the mix of Hosted Buyers, the look and feel of the event and the education programmes.  For example, our GIBTM and CIBTM events have education specifically for the local market in Arabic and Chinese as well as more general sessions.  AIBTM has its own Education Day which takes place prior to the trade show opening – this is a direct result of US Hosted Buyers asking to be able to have the time to attend the education, so a simple request results in a tweak to the original show model to acknowledge the requests of the local market of Hosted Buyers.

We believe that each of these events must have its own local team, who are not only part of the industry in their respective country but who also know what that market needs from our shows.   With the support of our corporate headquarters we help these teams to ensure that whilst the brand values are maintained, there is a local feel to the event and cultural differences are respected and acknowledged.

 

 

GMI: How is each of the IBTM Global Events managed and marketed to prosper in its respective destination?

Moyes:

The key brand values for all of the IBTM Global Events are to provide the best business opportunities, best networking and best education all underpinned by a world-class Hosted Buyer programme which is a core element supporting successful delivery of business opportunities and return on investment for all those attending the shows. The IBTM portfolio has the participation of over 6,000 top-level buyers each year, which in turn attracts and delivers business opportunities to all participating exhibitors.

Of course another USP is the fact that Reed Travel Exhibitions is the only industry organiser of such a global portfolio, with each event tailored for the markets they serve.  This provides global reach for anyone targeting meetings business globally or organising meetings, events or business travel.  It also allows us to use our resources to provide global products such as research and insight.

We have marketing teams that are regional and international as well as supporting PR teams set up to work with the event management across cultures and borders.  The key to the success is, as we have said before, a combination of local knowledge provided by our teams in the region and the support of an international sales and marketing team based in our headquarters in London.

We have built a substantial network of media partnerships which support our marketing activity on 5 continents.  The combination of printed and online websites are key to delivering exposure for our events to the communities we serve.  However, as the largest organizer of events, we also have an international database of some 17,000 industry professionals from exhibitors to trade visitors and Hosted Buyers with whom we connect on a regular basis throughout the year.  Add to these newsletters, social media campaigns and direct mail, eblasts, advertising, and our IBTM multi event app, and the communications is a continual and strategic campaign of engagement with all of our stakeholders and the MICE industry.

 

 

GMI: What is the main market expansion strategy of the IBTM brand? Please provide us with the detailed description using the newly launched IBTM India as an example.

Moyes:

India is not a new market for the Meetings and Events industry per se, but it will be the first time Reed Travel Exhibitions has created a specialist event for the MICE community.  We planned this launch together with some of the industry’s key associations based in India, discussed our ideas and the concept with potential exhibitors and of course our Hosted Buyer community in order to gauge their thoughts and expectations.

At the launch, I said;  “India holds enormous potential for the MICE industry with a projected GDP growth of over 8% in the next 5 years. The world’s third largest economy is also showing an increase in outbound business, estimated in 2010 to be worth some US$600m for the sector, with projections of a 13% increase in the coming years. There is also a strategic plan of commitment from the India Ministry of Tourism for the development of new convention centres and a significant number of global hotel chains are now focusing on new facilities and venues to support the MICE industry”.

At the same time, Anup Nair, President, Site India Chapter said:  “The Meetings & Incentives market is possibly the most important segment of the travel industry today. With positive growth trends in the Indian economy and the increasing competition in the manufacturing and services sectors, India presents a potentially lucrative market. This has brought many international corporations to India and a burgeoning work force that offers a huge market for motivational experiences. It is my opinion that the Outbound & Inbound MICE segment in India needs professional education and training to enable it to deliver quality programs. In association with Site Global, we in the Site India Chapter plan to develop quality professionals. IBTM coming to India and partnering with the Site India Chapter will give the right impetus to this drive. We welcome this initiative by the Reed Travel Exhibitions.”

IBTM India will provide an integrated platform for the MICE and Business Travel sectors to come together and transact business, share knowledge and network in the business and financial hub of Mumbai.  Scheduled to take place over 2.5 days, this event will provide a tabletop format for exhibitors to meet with Hosted Buyers.

The first IBTM India will have 100 MICE and Business Travel suppliers from international and Indian hotels and venues, national/state tourism boards, travel and destination management companies and airlines, along with other suppliers including technology and event management companies. A proportionate number of top level decision makers will be hosted as buyers from key markets around the globe, all of whom will be pre-qualified to ensure they are planning to place business in India as well as buyers who place outbound and domestic business will be included.  Buyers will be from key associations, corporations and agencies.

 

 

GMI: What are the major challenges and opportunities that the IBTM team has faced in the course of development since the inception?

Moyes:

We believe all challenges are ultimately opportunities, but the future for growth for Reed Travel Exhibitions in the MICE sector will based on the industry itself.  The launch of the new format event for IBTM India is a way of entering a new market, providing the sector with the opportunity and delivering a quality event based on the core brand values of each of our events but on a smaller scale.  We see that this type of first time entry to market as a potential for replication elsewhere in the world in the future.

We are as an organization continually looking for opportunities and will continue to do so as the world’s economies start to recover from what has undeniably been a tough few years.

 

 

GMI: How were the program and its content of the IBTM events designed? Are sponsors and/or industry partners involved when launching new programs or initiatives?

Moyes:

The show features, co-located events, education programme, networking functions and other activities surrounding each of the IBTM events are planned not only by the show teams in each location of the world, but also with partners that may include the destination, the local CVB’s, hotels, and of course the MICE associations of the world.

For example, the education programme is pivotal to providing the attendees with sessions, seminars and conferences that tackle the subjects that are fundamental to the delegates business.  They will be diverse, current, forward looking and cutting edge, research based and with speakers who are the very best and most knowledgeable in their sector.  To help achieve all this, the programmes are created with all the leading Associations including, Professional Convention Management Association (PCMA), the Association for Corporate Travel Executives (ACTE), Meetings Professional International (MPI), International Congress and Convention Association (ICCA) and the Society for Incentive Travel Executives (SITE).

However, it is not only in the education sector where partners exist.  Technology is a core element of the MICE industry and the exhibitors provide live and interactive content to their stands and also as live demonstrations at our events plus there are often areas of the show floor devoted to bite-size learning in the form of short direct sessions for the busy meeting planners.

The show teams wherever they are located are ultimately responsible for creating the show experience and engaging with the right professionals to make each of them the very best for the MICE industry with the maximum impact.

 

 

GMI: What is the general consensus amongst the participants (i.e. the exhibitors, buyers and attendees) on the quality of service provided by the IBTM team? Does the team conduct the post-event consumer evaluation to assess the level of satisfaction and improve the performance in the future?

Moyes:

Reed Travel Exhibitions has been the world’s leading exhibition organiser for travel & tourism events for over 30 years..

The six current shows combined provide access to 5,000 suppliers from 100 countries, 17,000 meeting planners and over 100,000 pre-scheduled appointments.  These numbers will increase with the launch of IBTM India.

Each year we conduct extensive post show research among both buyers and suppliers as the views from the trade show floor are imperative to the continuing success of all the events. Don’t take our word for it – here are just a few Hosted Buyer testimonials from our portfolio, there are many more on each of the event’s websites.

EIBTM 2012: Michael Packford, CEO Eventworld commented as a Hosted Buyer:  “For me this show is the best of many shows that I’ve attended because there is such a diverse range of suppliers and so many new ideas.  EIBTM is a fantastic opportunity for me to seek out new ideas”.

Juan Gabriel Perez, Director, Proexport Colombia.  “As an exhibitor this year we have doubled our stand size and have seen very positive results.  Our stand partners have had full agendas right from the beginning and the best part is that these appointments come with concrete proposals that we have managed to close at the show”.

Helen Shim – KTO Director for Incentives and Exhibition Team, Korea Tourism Organization, Republic of Korea  said: “I think it’s a very good opportunity for Korea Tourism. There are many buyers here interested in Korea as a destination and we’ve been fully booked in pre-scheduled appointments.

Next year I would like to participate in the Hosted Buyer programme again. EIBTM has been very successful with so many buyers from the MICE industry here.”

CIBTM 2012: I feel that CIBTM has becoming a must-attend MICE event which makes the corporate buyers to get the first hand industry information, to build up rapport with new suppliers, to learn the cutting-edge knowledge. I always expect unique suppliers for meetings and events and CIBTM never let me down. There’s a western saying of ‘Well begun is half done’, it’s the best way to present how CIBTM helps on what I am doing. Ding Jisheng, Senior Business Development Manager, Motorola (China) Electronics Limited.

Exhibitors are also provided with an appointment rating and no-show tool that they can use anytime during the event to feed back information on the Hosted Buyer quality which is one of the core elements of each event.

 

 

GMI: What is Reed Travel Exhibition’s future plan?

Moyes:

As the world’s leading exhibition organizer, it is of critical importance that we constantly strive to find ways of making ourselves more accessible to our stakeholders on a continual basis throughout the year.

One of the ways is now with Hybrid Events which are gaining traction, particularly across the conference market. We are now looking to include them within our portfolio of events, following our first launch at EIBTM in Barcelona at the end of 2012. As the cost of energy continues to rise, it will evidently continue to have an impact on travel and consumer behaviours. Hybrid events are a means to easing this impact by creating dialogue with stakeholders remotely throughout the year. Hybrid events in the form of online education presentations/videos and webinars can be used to create and maintain a constant flow of information between RTE and its stakeholders.

Technology is an amazing way of facilitating those connects as well, for example, we have already had systems organising the appointment matching at all our shows for many years.  All registration is done online and we have mobile phone apps for each event all designed to make the processes easier, to add value and to allow participants to make the most of their investment / time out of the office. We will continue to develop this area as the technology also increases in order to deliver the maximum value to all our stakeholders.

 

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Bringing a global perspective to AIME 2013, Craig Moyes is Reed Travel Exhibitions’ Portfolio Director for Meetings and Events.

As Portfolio Director, Mr. Moyes manages teams across five continents and oversees the continuing development and expansion of the international portfolio of events that include EIBTM in Barcelona, Spain; GIBTM in Abu Dhabi; CIBTM in Beijing, China; AIBTM in Chicago, USA, AIME in Melbourne, Australia, Business Travel Market (BTM) in London, UK and now IBTM India in Mumbai, India.

IBTM India in the newest addition to the portfolio and the launch will take place at the Grand Hyatt in Mumbai from 12-14 September 2013. The event will provide an integrated platform for the MICE and Business Travel sectors to come together and transact business, share knowledge and network in the business and financial hub of Mumbai.

Mr Moyes was previously Exhibition Director of World Travel Market (WTM).  Prior to this, he also directed and managed events for Informa PLC and Brintex Exhibitions Ltd and has had an international career in the exhibition and events industry for nearly 20 years, working in the USA, Asia and Europe.

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