How did you get into the meetings industry?
My background is from the travel industry, working with wholesale and travel agency distribution networks. Within those various roles I had responsibility for overseeing the delivery of many travel related meetings, conferences and events and it was through the love of this that I began the search for a true meetings industry position. Hence I joined Reed Travel Exhibitions to look after AIME and CIBTM.
How has business developed for you over the last few years?
Delivering an exceptional return on investment has certainly become more important than ever over the past few years. Budgets are tighter and all companies need to be convinced that every dollar invested is having an effect on their bottom line. All of Reed’s shows have developed to ensure that we are continuing to deliver the best possible return on investment for our exhibitors and delegates.
What frustrates you about the industry?
What frustrates me about the industry is how, even though the value and importance of meetings, conferences and incentive trips is widely acknowledged, it is these aspects of business that are sacrificed in the name of cost-cutting when times are tough. However, from experience, the companies that invest during tight times do tend to get ahead.
Do you use social media at work and how do you use it?
We have an active voice on Twitter, LinkedIn, Facebook and Pinterest. We use these social media platforms to engage our audiences in the lead up to the shows, to inform them and excite them during the planning stages. At the show, we use these tools to interact with those on the show floor but also with people who aren’t attending – so we’re extending the reach of the shows’ activities and key messages beyond the actual attendees. Research carried out by Reed Travel Exhibitions found that 77 per cent of buyers attending CIBTM regularly use social media as an events communications tool, demonstrating how important social media is to our attendees.
The ability to share photos and provide real-time updates brings the events to life in a way that previously was not possible. Social media is a real value add for our events, we find that social media is adding an additional dimension to networking at our events.
What is your most embarrassing professional moment?
When I was travelling for work and I was standing at an airport gate demanding I was on the flight that was boarding. I then realised I was at the wrong gate.
Most successful personal achievement?
The birth of my two children.
Greatest idea you have ever had?
If I were to be honest it would be taking someone’s suggestion and turning it into an idea of creating a reward and recognition club that is now seen as the number one “elite” club to belong to in Australia for the travel agent industry.
Prediction for the future?
When predicting the future of the industry it is hard to ignore the impact new technology will have. Technology will certainly help increase the reach and value of events. At Reed Travel Exhibitions we are currently exploring hybrid event opportunities that will allow us to reach an audience beyond those who can physically be there. We are also able to create more interesting content by using Skype and other technology to have international guests contribute to our seminars even when they are not available to attend.
I think we will also see a huge growth from emerging markets such as India and China, the opportunities this will present are very exciting for the MICE industry. It is important that we adjust to the growth we are seeing in each of these markets, at both CIBTM and AIME we are increasing our numbers of buyers and exhibitors from these countries.
What is the USP of the shows you have taken over for event organisers?
Event organisers know that when they attend AIME and CIBTM, they are guaranteed to meet with quality exhibitors. Delivering this, year after year, certainly sets both events apart.
Both events have extensive education programs and AIME’s programme, AIME Knowledge, in particular has exceptional content and is arguably one of the best value educational opportunities for the Australian industry. Equally, CIBTM is considered the only domestic and international event for the MICE industry in China and the only one supported by China National Tourism Administration. It has also recently been announced that CIBTM is the only meetings industry exhibition in the world to be officially certified by the US Department of Commerce which makes it the premier MICE trade show for American suppliers in China.
Last year CIBTM, which is also part of China Meetings Week, welcomed 413 Hosted Buyers of which 147 represented associations and corporates - a dramatic 15 per cent increase on the previous year. At CIBTM, Reed Travel Exhibition presented its Global Meetings Industry Research to educate participants on how the sector is impacting their region both inbound and outbound.
Now heading into its 22nd year, AIME is certainly Australia’s longest standing MICE event and is very well respected within the industry. I think it is now widely acknowledged that AIME is ‘the’ meetings and incentives event in the Asia-Pacific region. The timing in February each year also sets AIME apart, as it is the perfect time for the industry to gather all the information they need and touch base with their contacts, to kick start their year.
The success of both shows is a reflection on the positive reputation Reed Travel Exhibitions has within the global industry and I am very pleased to be working within such a respected organisation.
What is the most positive thing about the events industry?
There are two things I think are exciting, the diversity of the industry and its continuing evolution.
There aren’t many industries that offer such diversity; events cover everything from the meeting of minds at medical conferences; to creative cocktail parties and international incentive trips to exotic locations.
I also see a lot of enthusiasm to showcase and share ideas in the events industry which I think allows the industry to continue to evolve.
At events such as AIME and CIBTM, the brightest minds in the industry come together and share ideas, ensuring that new concepts are being implemented across the board.
Who are your strongest competitors and how will you set your shows apart?
The global portfolio of IBTM meetings events managed by Reed Travel Exhibitions provides many USPs that are only operating on five continents can deliver. For example, whilst I now head up both AIME and CIBTM, we also have the benefit of using and seeking knowledge and advice from our offices around the world with a sales team also based out of our headquarters in London, UK. So, our suppliers and buyers have access to teams wherever they may be based, in the US, Middle East, China, Europe, India and of course Australia.
AIME is considered the leading meetings and incentives show in Asia-Pacific and while there are other similar shows operating in the region, they tend to concentrate on Australian suppliers and buyers, so they don’t have the scope and reach across the region that AIME does.
CIBTM, which takes place in Beijing, serves primarily the growing meetings and events industry in China and into Asia with both regional and international buyers. The strength of such a widespread portfolio means we have the ability to tap into many countries to produce our professional education programs, the selection and qualification of Hosted Buyers both locally, regionally and internationally and to support our suppliers wherever they are based.
Any comments? Email exhibitionworld@mashmedia.net
