As the world of virtual tourism continues to expand and meetings industry professionals experiment with virtual platforms the business travel sector is pivoting towards a hybrid future
In an increasingly digital world, the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry still plays a pivotal role in fostering meaningful connections. As we plan for the future of travel related services in the MICE sector it is evident that since the pandemic a hybrid approach to meetings has emerged. To maintain momentum for the in person events we must unlock the power of virtual gatherings and embrace both. With this natural, blended approach the industry can evolve to be more inclusive and optimize new business models.
There are some key elements of the MICE sector that will never be replaced by online means, however, the metaverse and virtual environments have made it possible to collaborate, network and exchange knowledge in ways previously unimagined. Let’s take a closer look at some areas where the hybrid MICE industry can be beneficial.
Borderless
The metaverse transcends geographical boundaries, allowing professionals to communicate without the limitations of travel or infrastructure. This empowers individuals and organisations who may otherwise feel cut off or have less opportunities, logistically to reach meetings. Whether that be financial resources or airport infrastructure, the digital screen opens up new opportunities to connect.
Unparalleled efficiency
Hosting meetings is virtual spaces allows organisations to allocate time efficiently. Also, you are not limited by timezones and can provide 24/7 content for the duration of the conference or meeting if a meeting organiser wanted to expand the content programme for an event. This helps to streamline operations.
Unleashing Creativity and Engagement
Using the metaverse to enhance an existing meeting or conference can inject a new form of energy into the meeting for returning delegates. From augmented reality to gamification, showcasing offerings to an audience in new ways inspires new layers of creative learning and sparks innovation.
Expanded networking
We already mentioned that the metaverse is borderless. This can be a powerful reach for individuals and organisations hoping to tap into new markets, making participation for all corners of the globe possible. In addition it opens the MICE industry to increased diversity amongst delegates and enriches the meetings with new perspectives. Through the metaverse meeting organisers can organise expanded networking and B2B matchmaking like never before.
Enhancing Sustainability
The environmental impact of the travel industry overall has been a growing concern. With 4.5 million outbound MICE trips in the UK alone in 2022 it is natural that the impact in terms of sustainability for those destrintions comes into focus and also the carbon footprint of those traveling for business purposes. However, the metaverse offers a sustainable alternative and by reducing the need for extensive travel and physical infrastructure, the industry can embrace a more sustainable approach.
Using virtual venues to host meetings will reduce carbon emissions and demonstrate a commitment to a more sustainable approach for the future of business travel.
Building Real World Connections
While the metaverse has many advantages it is important to recognise that it cannot replicate the authenticity and personal connections made during face to face meetings. Physical meetings provide spaces where business people can build trust and rapport. By combining physical meetings with virtual elements, the MICE industry can create a hybrid experience that blends the power of personal connections with the convenience and inclusivity of virtual platforms.
Conclusion
As the meetings industry (MICE) looks to the future, embracing a combination of physical and virtual meetings is essential to unlock its full potential. With increased efficiency and borderless infrastructure, the meetings industry can thrive and set new standards for a sustainable approach to business travel. This hybrid approach to business travel allows us to build authentic connections, unleash creativity, extend reach, and enhance sustainability.
Join the Metaverse Tourism Association today to access a range of virtual and physical meeting opportunities.
