The corrosive effect of commissions on the meetings industry

The corrosive effect of commissions on the meetings industryOur industry is abuzz about the news of Marriott’s decision to cut third-party commissions for group bookings by thirty percent. And the response has been “harsh“, especially because of the extremely short notice (it will be going into effect on March 31, 2018) and once it became known that four large site selection firms would be “granted a temporary exception“.

Marriott’s announcement sparked the potential of a commission war (some independent properties are raising group booking commissions). It led to fear of further reductions or elimination of commissions by other suppliers in the future. Taking a wider view, let’s talk about the corrosive effect of commissions on the meeting industry.

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Two ways to make conferences better

Attendees talking 7088326883_a77ef0d148_o

Samantha Whitehorn of ASAE’s Associations Now recently wrote an interesting article on new staff roles for meetings and events and I’ve picked out two of her suggestions to comment on:

Attendee Concierge. Full disclosure: I pretty much stole this one from our June Associations Now cover story about Terry Fong, member concierge for the California Dental Association, who calls 1,000 new members each year to welcome them and ask, “Is there anything we can do for you?”

What if you had a staffer call all new attendees after your meetings and ask them what they liked most and least about the meeting and what else you could be doing to get them to register for the meeting again?

You could also use a similar role onsite and assign new attendees to attendee concierges—in this case, maybe extra staff or member volunteers—and have them check-in with attendees throughout the meeting and then follow-up after.
—Samantha

I think it’s crucial to check in with attendees during an event—something that I’ve done for years—and it’s easy to do. I like to concentrate on attendees I don’t know (the one’s I do are probably going to bend my ear anyway) and ask how the event is going for them. And listen. Do this and you’ll get tons of good in-the-moment feedback, build goodwill and relationships with the people you talk to, and get occasional opportunities to answer questions and solve problems they mention while the event’s still going on, rather than having to wait until next year. Don’t just ask new attendees, by the way; returning attendees can have equally valuable feedback for you. And make notes promptly about what you’ve heard so it doesn’t evaporate from your brain from the heat of the conference.

Conference Connector. I’ve blogged before about how the association education model needs an overhaul where the focus is put more on attendees learning and connecting with one another rather than just speakers on a stage or in front of a room.

At ASAE’s 2013 Great Ideas Conference, Thom Singer, served as “Conference Catalyst.” Over the course of the meeting, he gave attendees networking tips and helped them to engage and connect with one another. And at the California Society of Association Executives’ Annual Conference in April, Jeff Hurt served in a similar role, helping attendees keep the conversation and learning going between sessions and during lunch by having organized chats about what they recently learned.

What if you had a full-time staff person who helped form these small-group discussions to not only help members engage but also to help process and remember what they learned in the larger sessions?
—Samantha

Thom and Jeff are doing great work around this important topic. But rather than simply adding opportunities for connection piecemeal into our events we can do better. We can build opportunities for meaningful connections right into our entire event design. This means that we need to adopt meeting and session formats throughout our events that facilitate effective participation, connection, and engagement in the sessions themselves. We’ve known for years that the learning and connections that occur when we do this are far superior to what happens at traditional meetings. This is not rocket science—I’ve been designing and facilitating meetings like this for over twenty years. Participants love them. And more and more of them are taking place, all over the world. Let’s do this!

Photo attribution: Flickr user michigancommunities