Added value through emotions

The events should no longer be "great" on principle, but meaningful, targeted, and in line with a certain sustainability. Sustainability first of all in the sense of "return on investment" (ROI). "Because it has been done every year" was no longer valid.

From partying to thinking along

The next big change in thinking, following the 9/11 catastrophe and the more cautious "corporate behavior" that followed, immediately brought substantially more content to MICE events. The endless parties and ill-considered promotions, for example tickets for all employees to an international soccer match or to a musical, were definitely over.The decade of expert lectures, learning processes, interactive reflection games and simply all kinds of academics came. The whole thing made more sense that way, and all employees were supposed to benefit from it; even those who weren't interested per se. The transfer of knowledge was in the foreground; the employees should always learn something at such events, even if they were allowed to be primarily motivational.

Emotional intelligence

Another 15 years later, needs have evolved again. Emotional intelligence (EQ) is flowing into employee care. And at least in our latitudes, employees are increasingly viewed individually and company events are selectively geared to specific "targets." Not everything needs to be discussed in the boardroom. Quite the opposite. The general trend toward health and nature is also spilling over into companies. Digitalization is tying people ever more closely to tablets and iPhones, and in the office everything is done via the "box" anyway. That's why more and more attention is being paid to creating counter-values at corporate events. That people are taken out of their static everyday life and led into motivating and emotional spheres. This can be fun, personal, stimulating and, as far as possible, even human. ROI through heart and feeling, as it were, in the style of "de Chef isch en glatte Siech".

It hurries

Of course, Switzerland as a tourist destination can make a good impression on companies and associations, because it offers two central elements that are required today in the conference and events sector. On the one hand, the mountains and lakes, which present the factor of nature so visually that you immediately want to experience it. And secondly, the fast access routes, which accommodate the "time factor". Because, and this is another key difference from the 1990s, time has become the most valuable commodity. For meeting planners today, time is more expensive pro rata than salary costs or travel expenses. The motto is "arrive fast - leave fast".

Short and valuable

Nationally and internationally, for example, conferences are steadily increasing, but with ever more specific topics and accordingly with fewer and fewer participants per event. But, and this is of course not in the interest of the hotel industry, the events are also becoming shorter and shorter; in other words, more often simply one-day events. Arrive as quickly as possible - and then leave right away.And so it is also understandable why, for example, the Radisson Blu Hotel at Zurich Airport operates so successfully. In 2016, an unbelievable number of almost 5500 "meetings" took place there; defined as work meetings in a reserved room with at least two people. Speed and, of course, flexibility are the two key factors for the director of the Radisson Blu, Daniel Twerenbold, and his team.

Flexibility is in demand

And that is also the absolute keyword for 2018: Anyone who does not understand and master "flexibility" is at a loss in the MICE business. Months of advance planning have long since ceased to exist. Companies will book their events at as short a notice as is reasonable in order to be able to take into account the latest events in the company or any trends in the market or among fellow suppliers.In summary, one could perhaps say: Nowadays, corporate events should offer "content with emotion", be changeable at short notice and always correspond 100 percent to the target audience.