Press release
MARRIOTT INTERNATIONAL, PCMA AND CEMA RELEASE "GUIDING PRINCIPLES IN EXPERIENCE DESIGN" FINDINGS AT THE EXCHANGE: ASSOCIATION MASTERS
Industry Research Cuts Through the Noise of Traditional Trend Reports to Identify Evolving Behaviors and Motivators Shaping the Future of Meetings and Events
About this update from Marriott International
[{"type":"text","content":"Industry Research Cuts Through the Noise of Traditional Trend Reports to Identify Evolving Behaviors and Motivators Shaping the Future of Meetings and Events\nBETHESDA, Md., June 5, 2023 /PRNewswire/ -- Marriott International, Inc. and PCMA and CEMA, the world's leading business events associations, announced today the release of their \"Guiding Principles in Experience Design\" study, which provides meetings and events professionals insights to help them forecast the consumer drivers and behaviors that will guide the future of experience design. The study is the latest in a series of in-depth industry reports between PCMA and Marriott International, that began in 2015, and was initially previewed at Marriott's THE EXCHANGE: Association Masters Customer Conference, which took place May 30-June 1, 2023 at the reimagined Sheraton Phoenix Downtown. \n\n \n \n\n \n\"Business event professionals are looking to provide innovative experiences that break the mold for meetings and drive lasting results with their event attendees and clients,\" said Tammy Routh, Senior Vice President, Global Sales, Marriott International. \"Consumer patterns, behaviors, and motivators are constantly evolving, and we are excited to provide insights our customers have been asking for through this new research.\"\nDuring the research process, Marriott, PCMA and CEMA conducted more than 60 one-on-one interviews. Each interview was followed by a series of global roundtables with experts and thought leaders in experience design, who assessed how these trends should be integrated into event strategies. The research, conducted by Storycraft Labs, was synthesized into six guiding principles intended to drive experience innovation for years to come:\nExploring Identities: Humans seek the ability to find their own individualized uniqueness but also to find where they overlap with others. These intersections are fundamental to one's ability to connect and emphasize a need for connection to local communities. The role of the event designer will be to reimagine networking and create an environment where people feel open enough to stretch their minds and fully participate.Architecting Choice: Audiences desire choice and want to be involved in selecting the various pathways available to them. They also want adequate support and resources to make clear and informed choice...