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Navigating the complex meeting planning world with rapid technological advancements and industry consolidation can be challenging. As automation and artificial intelligence (AI) streamline processes like ticketing and reservations, companies are increasingly partnering to blend skillsets and simplify operations. However, the question remains: Can these changes truly replicate the value of an experienced, outsourced, or dedicated meeting planner?

THE RISE OF TECHNOLOGY AND CONSOLIDATION

The events industry has witnessed a significant transformation in recent years, driven by technological advancements and corporate consolidation. AI-powered solutions have revolutionized many aspects of meeting planning, from attendee management to venue selection. According to a 2024 survey, 63% of in-house meeting planners now use AI to help plan and organize events(1). Simultaneously, the consolidation of the meeting and event industry has seen major players acquire smaller, specialized firms to offer more comprehensive services.

While these developments promise increased efficiency and cost savings, they also present new challenges. The same survey revealed that in-house event professionals struggle to keep pace with rapid technological changes. A staggering 72% are not engaging in AI education, 26% aren’t upskilling in AI, and nearly 85% have no budget for AI training(1).

Larger meeting and event companies are integrating more services under one roof, which can streamline processes and reduce event planning workload. However, the personal touch that makes each event special can sometimes get lost in the shuffle of standardization. Making last-minute adjustments or accommodating unique requests can be more complex within a larger, more structured organization. Additionally, while bringing fresh perspectives and energy, junior-level professionals may lack the seasoned expertise to navigate the nuances of high-stakes events. This evolving dynamic means organizations seeking to outsource meeting planning activities should weigh the benefits of comprehensive service offerings against the value of personalized, experienced service.

As noted, there is a need for a balanced approach that combines the power of automation with human expertise.

In this evolving landscape, experienced meeting planners offer a valuable complement to the capabilities of in-house event planners. With decades of industry knowledge and established partnerships, these seasoned professionals provide personalized service and unmatched flexibility. Unlike the standardized approach that sometimes accompanies large-scale operations, boutique-style meeting planners can seamlessly integrate with clients’ existing relationships and tailor solutions to unique needs. By leveraging their expertise alongside fresh technology, these professionals offer clients a balanced approach that combines the efficiency of modern tools with the irreplaceable value of human insight and creativity.

THE CASE FOR OUTSOURCING

While technology can streamline many aspects of meeting planning, the strategic elements often require a human touch. Outsourcing to experienced professionals can provide numerous benefits:

  1. Expertise and Specialization: Professional meeting planners bring years of industry knowledge and specialized skills to the table. This expertise can be extremely valuable when time is limited, but skilled talent is necessary. Nearly 50% of surveyed in-house event planners indicate needing more staff to support current event requirements (2). Additionally, various studies have found that outsourcing events to a meeting planning company results in better outcomes. In one recent study, 83% of brands reported outsourcing of events improved their sales. (3)
  2. Time and Resource Savings: Outsourcing allows in-house teams to focus on core business activities. According to a 2023 study by Deloitte, 83% of businesses cite cost reduction as a primary reason for outsourcing. Closely following (at 82%) was the need for standardization and efficiency of processes(4); however, these need to cater to the unique requirements of each organization.
  3. Access to Extensive Networks: Established meeting planners often have strong relationships with vendors, venues, and industry partners, leading to stronger negotiation power, better deals, and smoother execution.
  4. Risk Management: Professional planners are well-versed in contingency planning and crisis management, crucial skills in today’s uncertain business environment.

BALANCING TECHNOLOGY AND HUMAN EXPERTISE

To reap the benefits of both technological advancements and outsourced expertise, decision-makers should consider the following strategies:

  1. Hybrid Approach: Utilize AI and automation for routine tasks while relying on human expertise for strategic planning and creative elements.
  2. Continuous Learning: Invest in training for in-house teams to stay updated on the latest industry trends and technologies.
  3. Strategic Partnerships: Collaborate with outsourced meeting planners who embrace technology and can seamlessly integrate with your internal systems.
  4. Data-Driven Decision Making: Leverage analytics tools to measure the success of your events and continuously improve your strategies.

THE FUTURE OF MEETING PLANNING

As the events industry continues to evolve, the most successful organizations will strike the right balance between technology and human expertise. By embracing outsourcing while leveraging the benefits of automation and industry partnerships, companies can create memorable, impactful events that drive business growth and foster meaningful connections.

While technology and consolidation have undoubtedly transformed the meeting planning landscape, the human element remains irreplaceable. By combining the efficiency of automation with the creativity and expertise of professional planners, decision-makers can elevate their events to new heights, ensuring lasting success in an increasingly competitive business world.

For more information about how Gavel International can help your organization through outsourced meeting planning, event and travel incentive programs, contact us.

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SOURCE(S):

1 https://amimagazine.global/Meetings/Technology/Majority-of-associations-using-AI-in-event-planning-report-suggests

2 https://www.g2.com/articles/event-industry-statistics 3 https://visme.co/blog/event-statistics/

4 https://www.deloitte.com/ie/en/services/consulting/research/shared-services-outsourcing-survey.html

Eloisa Mendez
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