According to the American Express Meetings & Events 2016 Global Meetings Forecast, 2016 will see growth in meetings activity across Europe, in terms of both spending and meeting numbers. In last year’s Forecast, the trend amongst meeting planners was ‘doing more with less’; this year, it is ‘doing more – with a little more’.
For the first time since the initial Forecast in 2010, survey respondents across all regions of the world are predicting increases to their overall programme budgets, with European respondents expecting an increase of 1.8% – representing a significant upward turn from the decline of 0.7% predicted in the region in the 2015 Forecast.
Small upward trend – UK most optimistic
When it comes to meeting numbers, a small upward trend for meetings activity throughout Europe is expected to continue from 2015, with more than 20% of Europe-based respondents suggesting an increase in number of meetings across every meeting type – and UK respondents expressing the greatest optimism.
Respondents were asked about planned activities across sales and marketing meetings; training meetings; internal team meetings; product launches; conferences and trade shows; senior leadership and board meetings; advisory boards; and incentive or special events. The most popular meeting types are internal team meetings and training meetings, with 22.7 and 21.9 meetings respectively planned for 2016, on average, by European respondents. Planned sales and marketing meetings have increased to an average of 20.1 for the year, and conferences or trade shows to 20.2.
European hotels still on the rise
Last year’s upward trend in European hotels and group air rates continues.
Survey respondents predict slight increases in hotel rates through 2016 (1.1% in 2015 compared to 2.4% in 2016), with Benelux respondents anticipating the highest increase at 3.1%, followed by the UK at 2.6%. At the same time, however, there are expected to be fewer hotel openings globally, with Europe seeing the greatest decline – just 404 new hotels next year compared to 587 in 2015.
Midscale properties will continue to be the predominant type of hotel opening in Europe, but luxury properties have closed the gap considerably: in 2016, a new luxury property is expected to open in Europe for every 2.15 midscale properties opened, compared to 1 for every 3.59 in 2015.
London, Frankfurt and Hamburg are expected to see the greatest number of hotel openings in Europe, with London also ranked fourth-highest globally in terms of openings. However, whilst Londonsaw 38 hotel openings in 2015, just 19 are anticipated in 2016. This slower rate of hotel openings reflects the possible saturation of this city and the high cost of this destination.
Top 10 European cities based on Meetings & Events activity
Based on the activity of American Express Meetings & Events customers, the list of top 10 European cities has remained somewhat stable, but welcomes some newcomers. Although London and Paris retained their top positions, Amsterdam has taken over Barcelona’s spot in third place, as the Spanish city has fallen to eighth position. Berlin has dropped to tenth spot, while Rome and Nice have been replaced by Copenhagen and Riga.
- London
- Paris
- Amsterdam
- Brussels
- Frankfurt
- Munich
- Copenhagen
- Barcelona
- Riga
- Berlin
Key 2016 predictions for European meetings:
| Predictions | EMEA | UK | Germany | France | Benelux |
| Individual meetings budgets | 1.8% | 3.1% | 2.1% | 3.3% | 3.4% |
| Primary large city locations for meetings | 94% | 100% | 91% | 75% | 78% |
| Group hotel rates | 2.3% | 2.6% | 2.2% | 2.5% | 3.1% |
The Forecast findings are based on a comprehensive survey, extensive meetings and events data, and in-depth interviews of meetings professionals – including planners, buyers and hotel suppliers from around the world – conducted by American Express Meetings & Events. The Forecast examines predictions regarding budget, spend, the number of meetings, lead times and other meetings-specific metrics by geographic region. It also provides insight into key trends in meeting planning for 2016. Please note that forecasts can change due to unforeseen circumstances.Please access the full report here.
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