Key Takeaways from 2024 Association Industry Events

It’s no secret – I LOVE in-person events and conferences. It is what I’ve spent my life’s work building, after all, and if I didn’t believe in the power and get so much of them myself I wouldn’t be such an advocate for our industry! I had the pleasure of representing the AMR team at three distinct events over the summer months – the 2025 AMC Institute AMCs Engaged conference, CONNECT Marketplace, and the ALHI Executive Exchange.  They were all VERY different events, with different approaches and audiences, but they all focus on making the most of the times associations (and other groups of people) come together to meet, connect, and learn.

Starting with AMCs Engaged…the conference is built on the concept that when we bring ideas, solutions, and the creative energy of a wide range of association professionals together, we can do amazing things for our industry and our businesses. The 2024 event didn’t disappoint, and my notes pages are overflowing with both ideas and questions for reflection, guiding me and my colleagues on our professional paths for the next year. But here are a couple of the important takeaways…

1. A HEALTHY embrace of AI is essential – An interactive discussion of current and emerging generative AI tools, presented by Bucky Dodd of Clear Kinetic made clear just how quickly ways of working are evolving. Whether it’s a tool created specifically for generative AI applications, or how AI tools are incorporated into the apps we’re already using, AI is a part of our professional lives. And, like with any new tech, it presents both risk and opportunity. Bucky encouraged attendees to be thoughtful about the use of Generative AI and presented a toolkit that can be used to implement it with healthy boundaries in any organization.
   
   
2. We have people we can rely on – I think part of why I value my place in this industry is because it’s truly a relationship-based business.  The partnerships developed over time with our Destination Management Organizations (DMOs and CVBs), our Global Sales Representatives from major brands, and our key contacts for event technology tools are what make us all successful. Reconnecting with some of these key partners at AMCs Engaged reminded me that the best and most successful events are created in partnership, where we aren’t relying only on our own expertise or perspective to bring our events to life.

Speaking of partnership with our venues and destinations, the trip to CONNECT was an opportunity to put those relationship-building ideas into practice. A large tradeshow and hosted-buyer concept, I had the opportunity to meet with potential partners from at least 60 different types of suppliers in the events and hospitality industries.

1. It’s the small things – CONNECT is known for lots of small (and BIG) touches and surprises that entertain and delight participants. One of my particular favorites this time around were the ways they included fun and memorable ways they used event themes and activities in their signage. With a closing event that featured entertainment by Lil John, they incorporated references to his songs and music into directional signage throughout. They also appealed to things that event professionals know and love (complaints about room temp and how far you have to walk, anyone??) Do you remember what was on event signs from something you attended a month ago? Probably not – but I do! It’s so often the little things that have a lasting impact and they don’t have to be big, dramatic, or costly to be human and memorable for your attendees.
   
   
2. Sustainability is everyone’s responsibility – With mainstage sessions on a multitude of issues in the industry, one of the most compelling was from the Director of Sustainability with Levy (the large catering company that provides F&B support to many convention centers and large event venues). Learning about the initiatives that they are working to roll out across a wide range of venues and in VERY different parts of the world was fascinating. I loved the insight that “sustainability has a fun problem” and that we need to focus on the benefits and joy in sustainable event trends rather than what is given up. So many examples were provided that it was easy to think about one or two small ways to begin (or advance) the sustainability journey – from menu design with smaller plant-based portions, to focusing on food waste – it made the shared responsibility seem not only important, but manageable and exciting.

The final event I attended was the ALHI Executive Exchange, where I feel like I was accidentally invited to an insider meeting for hotel decision-makers. There is no event in the industry quite like it, and none where planners in a leadership role are privy to the conversations that hotel and travel companies have within their teams. I like to say it feels like I’m cheating when I’m there because engaging in those conversations adds such a valuable perspective to make me better in my role, even when the information isn’t targeted for me.

• Ownership Matters – In one session, the panelists discussed the role of hotel ownership and how significant the differences can be between ownership groups that make continued investment in their people and product, and those who simply try to get by. As a planner, I had never considered the impact that ownership may have on the experience of my group at a hotel, but we know we are always looking for venues that keep up with training, technology, and design trends. That said, I left the session with strong questions to ask and resource for how to look into ownership and learn more about the companies as another tool in our site selection and decision-making toolkit.
  
  
• Pricing and costs will continue to be an issue – and association budgets will still be pressed into 2025 and 2026. Michael Dominguez is basically the Taylor Swift of the events industry…I don’t think he can go to an event without being hounded with fans who line up for his next album event data report to drop (or is that just me?). He provides unparalleled insight on how the larger business environment impacts travel, meetings, and hospitality. His report showed that rate increases at hotels are slowing down – but this data doesn’t apply to the upper-midscale and luxury markets (most conference hotels). So associations need to plan still for 6-7% increases year-over-year into 2025. He also reminded that rates are NEVER going backwards, we will simply see a lessening of growth, but there is an upside to that – Inflation on food is coming down (finally). However, in communicating needs to volunteer-decision makers it’s important to point out that food and beverage prices still remain 18% higher than in 2019.

It was a busy, but exciting and invigorating summer of industry events. As someone who loves learning new things and exploring opportunities to implement new ideas, I have already started putting some of these concepts into practice. I hope that sharing these ideas helps you take a step forward in your association event journey in the coming year – and, even more, that they motivate you to get out and attend an industry event soon. I can’t wait to hear what you come back with!