Conferences can have a lasting impact on attendees' careers and research, and on the host destination's societal goals, emphasizing the importance of legacy and purpose in association meetings.
"So when we talk about impact, we need to think about if that meeting is being held in Auckland or in New Zealand. What is the impact on the association? Because it is happening here on my membership and my finances."
Associations make decisions based on data such as financial viability and potential long-term benefits, indicating the need for data-driven pitches from destinations.
“First and foremost, I look at facts and figures. Facts and figures are, does your conference center fit me properly?"
Associations and destinations must continually learn from each other and adapt to changing expectations and market dynamics to stay relevant and successful.
"I think we get very caught up in our own day to day worlds. Step back, just see what we can do a whole lot better at serving these associations when they gather and really, really want Auckland to be the destination of choice."
With over 68,000 registered international associations, the market is vast and varies from governmental bodies to professional groups, underscoring the importance of targeted approaches.
"There's one there that I mentioned that lists 68,000 registered international associations. That's a big market."
Association conferences are pivotal in career development for professionals who often invest their own resources to attend, highlighting a different value proposition compared to incentive markets.
"Someone who comes to an association conference is embarking on their career. They're taking a step to actually getting their reward, which will be a long time after attending the conference."
Shifts from baby boomers to Gen Z in conference attendance reflect changing values and expectations, necessitating adaptation in conference presentation and content.
"There are now more Gen Zs attending the conference than there are boomers. I'm on the way out. We're obsolete."
Not all associations are suitable targets for every destination; identifying and focusing on those with aligned interests and needs is crucial.
“When we talk about generations, one of the biggest things when you look at Mike’s slide, is that he mentioned for baby boomers, nothing excites them anymore."
Delegates are looking for conferences that are best in class, suggesting that associations and destinations need to collaborate to create high-value, impactful experiences.
“I want to be absolutely sure that I'm going to the conference that's best in class. I want to be exposed to those new ideas."
Associations are increasingly run by people who have been in power for long periods, suggesting that technological adoption and innovation may be slower but will eventually see an abrupt generational change.
"We see a lot of people, a lot of our associations are run by people that have been there for decades. And the new generation is only slowly coming up."
Deep knowledge of the association market, including types of associations and what they value, can significantly enhance the ability to attract and serve them effectively.
"Associations are all formed around a common interest... It's a big market... They're not always international. They also can be local and they can be international, with local chapters and all sorts of variations."
Remarks by Mathias Posch, Jan Tonkin, Mike Pickford and Barbara Maple (Chair).