HUgo Slimbrouck

June 16, 1976

June 16, 1976

June 16, 1976

The Hospitality Industry

Business Mix

Tourism

Business Travel

Meetings

Incentives

Hugo Slimbrouck • • • • • • • • •

Director of Global Sales & Strategic Partnerships of OVATION GLOBAL DMC (www.ovationdmc.com) Director MCI Brussels in charge of PCO sales Ovation Global DMC is part of the MCI Group (www.mcigroup.com) – 44 offices worldwide & 930 talents 2007 Global President of Site (www.siteglobal.com) Past president & council member of JMIC – the Joint Meetings Industry Council (www.themeetingsindustry.org) Founder of the Bruges convention bureau - Meeting in Brugge) 16 years of international hotels sales & marketing management (Holiday Inn, Hilton, Sheraton, Pullman & Sofitel) Consultant & speaker in the hospitality & meetings industry MPI Belgium Meetings Industry Personality of the Year in 2010 16

MCI is a globally integrated association, communications and event management company.

We are thought-leaders in building community around brands, products, services, companies and institutions.

* *

44 offices 22 countries 1000+ talents Only MCI Offices Only Ovation Offices MCI and Ovation Offices MCI, Ovation and Dorier Offices SmithBucklin Offices (Worldwide Partnership

* 38 locations throughout US and Canada 18

What we do

MCI Performance 450

CHF, Millions

400 M

400 350 300 250

Turnover

200 150 100

56 M 50 0 2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011 F 2011: Forecasted

Through the customers eyes

Who are you ?

HOTELS RESTAURANTS

DMO ATTRACTIONS TOUR OPERATOR

DMC PCO AGENCIES

Inform, Educate & Advise the Visitor Travel Mavens Marketing & Selling to the Visitor

DMO Sales Team

Convention Sales

Local Organizers

Out-of-town Organizers

Event Mgmt Firms

Group/Tour Packagers

Conference Exhibitors

Travel Resellers

DMO Role: Advise and Support Marketers

Publishers / Advertisers

DMO Role: Inform, Educate & Advise the Visitor

Visitors: Leisure / Conference / Business

Developing the Destination Local Governments Industry Partners

Delivering Services to the Visitor Airlines / Transport

Tour Operators

Hotels / Lodging

Other Local Visitor Svcs

Visitor Attractions

Destination Infrastruct.

DMO Role: Advocate the Total Visitor Experience

Community Leaders

DMO Role: Support & Develop the Dest’n Strategy

Source: DMAI

Co-operate

Team Voice Mission

A clear brand message

Ambassador Programmes The People Proximity to Key Markets Quality Hotels

Positive Image

Conference Facilities Weather

Range of Hotels

Good Facilities

Subvention

Quality of Restaurants & Bars

Eco Tourism

Destination Awareness

SWOT

Green Activities

Incentives & Learning Ambassadors

Climate Change

Sourcing Events

Green Travel

Airline Access

Economy Geopolitics

Food Bleisure Trips

Natural Disasters

Brand Drivers

Value Proposition

Awareness

Differentiate

Emotion

Power of Trust

Speed of Trust Competence

Customer Orientation

Likeability

Dependability Honesty

The key players

DMC “ A Destination Management Company (DMC) is a term for a professional services company possessing extensive local knowledge, expertise and resources, specializing in the design and implementation of events, activities, tours, transportation and program logistics. �

What we do • Airport Meet & Greet

• Global Concept & Event Theming

• Transportation Management

• Gala Dinners & Entertainment

• Hotel Accommodation

• Hospitality & Room Gifts

• Restaurants

• Educational Programs

• Team Activities

• Support with AV and Technical Production

• City Immersions and Excursions

• Logistics

• Venue Finding

• Overcoming Language Barriers

PCO

PCO • A PCO, or professional conference organiser, offers turnkey services for association meetings. • This often commences with the bid process (to win a large conference for a destination) and includes budget planning and full financial management, marketing and PR for the conference, delegate registration, ongoing delegate management, housing bureau, abstract and content management, venue sourcing, transportation, social programme, excursions, sponsorship management, and exhibition management.

DMC

Association

LOC

Local PCO • Financial & Legal Responsibility • Core = Long-term contract

• Financial & Legal Responsibility • Local = Short-term contract

Core PCO Core PCO

Global DMC

Local PCO

Local DMC

42

Target audiences

Fishing Pond 

Global Corporations [A] •Corporate Meetings [A1]

 Agencies,

Intermediaries and Third Parties [E] including • Advertising Agencies [E1]

•Corporate Incentives [A2]  Associations

• PR Companies [E2]

and Affinity Groups [B]

• Communications Agencies [E3]

 Agencies,

Intermediaries and Third Parties [C] including

• Event Management Companies [E4] • Event Marketing Companies [E5]

• Travel Management Companies [C1] • Travel Agents [C2]



Independent Meeting Planners [F]

• Tour Operators [C3]



High Net Worth Individuals [G]

• PCOs [C4] and



• Incentive Houses [C5]

Upscale individual and smalls groups of hobbyists [H] – golfers, gourmands etc

• Cruise Brokers [C6]



NTOs, CVBs [I]

Destination referrals – hotels, venues,  Cruise Companies [J] restaurants etc etc [D] 

45

Destination First • Sell the destination first!

Second tier destinations are hard to sell and are in competition with many other primary or second tier cities and regions in Europe. We all are ambassadors for our destination. • Destination marketing calls for a joint approach from public and private sectors. Governmental agencies, DMC s, PCO’s, Conference Venues and hotels need to do their global marketing together. We should all be extensions of our own marketing efforts. Sales trips, trade shows, road shows, destination marketing events and networking through organisations like SITE, MPI and ICCA are a must.

I’m the hotelier, what’s in it for me ?

Hotel

Global Trends Globalization Individualism Hi Tech/Hi Touch Merging Urbanization Experience Reduction Instant gratification

”The globe is our country” ”We want to decide!” ”User friendly!” ”My time belongs to all!” ”We want to live in the city!” ”Involve us!” ”Simple pleasures, more is less” “I want it now!”

Industry Trend #1

Outsourcing & Strategic Meeting Management

Industry Trend #2

Become a business partner to your client

Industry Trend #3

Clients buying habits have evolved

Business Value

• Change our language must change from promoting destination features to business content, gaining added value and ROI.

Meeting Trends • The way we think of learning environments is changing. • People want to participate • Open content repositories and social networks challenge us to revisit and redefine the role of content and education provider

Face to Face • The use of rich media become valuable assets • Technologies are becoming cloud-based and our concept of IT support is decentralized.

• People are placing higher value on innovation and creativity

Celebrate Success People expect to be able to communicate, connect, learn and work wherever and whenever they want during the event.

Change our Language

Corporate • • • •

Healthcare Automotive Financial Services ICT - Information & Communications Technology (User Groups) • Direct Selling

Corporate Challenges • Uniting employees around the brand • Strenghtening brand awareness amongst key clients • Influencing choices of potential investors • Attracting attention of channel partners • Celebrating outstanding performance • Building market share, launching new product • Motivating and rewarding employees • Sharing defining moments

Associations

Institutional Challenges • Consulting association executives in organizational change • Leveraging sponsors’ investments • Providing sustainability consulting to conference organizers • Fostering the exchange of knowledge for members • Increasing membership and sponsorship • Creating platforms for exchange of knowledge and ideas • Grow globally

Institutions

Location of Meetings •

Association – Well known cities – Easy access – Good infrastructure

•

Corporate – Smaller more luxury oriented hotels – HQ/Branch locations

•

Incentive – Emerging destinations (cities & resorts) – Luxury oriented, sizzle

Decision Makers • Association – Board of Directors, General Assembly, Staff (CEO & Meeting Planner)

• Corporate – Meeting Planner, VP of Sales

• Incentive – Third party (incentive companies)

Influencers • Association – Board of Directors, Chapters, Members, Staff, AMC/PCO

• Corporate – Customers and clients – VP of Sales

• Incentive – Clients and employees, purchasing, – VP of sales, program objectives

Types of Meetings • Shareholders • Staff

– Management meetings – Training & Development

• Distribution (Channel) partners – Product launches – Incentives

• Customers

– User Groups – Patient Groups

• Public Events (hospitality programmes)

Trade Shows differentiate

Get on the road

Face 2 Face

Fam Trips

Universities

Doctors

Ambassadors

Cluster

Sales Techniques

Business Intelligence

CRM • • • • • • • •

Process Faster CRM Sales Operations Data Base Pipeline VIPER

LinkedIn

Winning Team

Selling is not telling but asking

Asking

Story Telling

Innovative Tools

Social Networks

Case: Ovation Global DMC

Focus Corporate Association Who insource Intermediaries

Finance

Agencies

Insurance

Incentive

Direct Selling

Houses

Uneducated

USA

Buyers PR Marketing Comms Agencies

• • • •

• • • •

89

Increase of 200+ visitors p/m Improved optimisation Improved look & feel Improved Navigation Video Link Regular Ovation News RSS Feed Showcases ‘People & Places’

Directory

90

Print Collateral

Electronic collateral 

Twitter feed



Improved optimisation



Improved look & feel



Improved Navigation



Video Link



Regular Ovation News



RSS Feed



Showcases ‘People & Places’

The Website – Destination Pages

The Website - Stats 

Number of visitors averaged a steady 4,500 p/m



Number of ‘page views’ increased

Electronic Collateral - ezines

E-zines + Internal e-news +

The Word

Internal e-news

The Buzz





6 issues in 2010





180 recipients





71% unique opens

6 issues in 2010



12 destinations featured  

4000 recipients

22 % Unique Opens

bi-monthly

6 issues in 2010

Denmark, Ireland, South Africa, Belgium 

4000-14.000 recipients 

18% - 27 % Unique Opens 96

Tradeshows

Europe

North America

Corporate or Destination?

Show Marketing

99

Huggability Awards

100

Communications

Communications

18,000 hits a month!

Social Media That’s a whole different animal‌

6th Ovation Global Summit

Online Strategy Integrated through all channels

Online PR WWW.OVATIONDMC.COM 104

www.themeetingsindustry.org

Hugo Slimbrouck

Thank you ! xxxxxxxxxxxxxxxxxxx@ovationdmc.com