trends in marketing sustainable meeting destinations

Positioning Cities as Sustainable Meetings Destinations

Guy Bigwood, MCI Group Sustainability DirectorPresident

How do weaccelerate

towards sustainability?

transformation

…and increasecompetitive advantage

DRIVERS OF CHANGE

OPPORTUNITIES

BESTPRACTICES

A

G

E

N

D

A

The GMIC is the premier global community solely

dedicated to sustainabilitynot only through education, but also by spearheading

research, policy and standards for the meetings

and event industry

+600 leaders > 30 Countries

Our mission is to transformthe global meetings industry through

sustainability

ASustainable

Future

Current Reality

Common understanding of sustainability

Source:The Natural Step

Sustainable Supply

Sustainable Demand

Our understanding of sustainability

"An enduring, balanced approach to economic activity,

environmental responsibility and social progress”.

http://www.youtube.com/watch?v=Doeb6QWJ5kA

But what is sustainability

Our Sustainability Principles

1. Reduce dependance on fossil fuels and heavy metals

2. Reduce use of synthetic chemicals that persist in nature

3. Reduce destruction of nature and natural processes

4. Help people meet their basic human needs

Based on The Natural Step

How do weaccelerate

towards sustainability?

transformation

Capacity + Skills

SupplyBusiness Case + Skills

Demand

Ingredients of Transformation

Is there demand?Are clients asking for sustainability today?

Statistics say yes?

76% of EMEA meeting planners report that CSR will be a focus

for their organizations (63% in U.S) FutureWatch 2010

66% of planners will or had already implemented - green

initiatives 2009 EventView

Fact: Clients are asking!

• Does your company have aCorporate Social Responsibilitypolicy?

• Does your company have a personin charge of the CSR policy?

• Does your company publish aCSR report?

• Please describe your company’sprocess for implementing CSRstandards in its supply chain ?

Examples from RFPs at MCI

Shades of Green BehaviourGap between Doing and Saying

BEGINNERS• 35%• Just starting

MAJORITY

• 50%• Procurement asking.• Event Mgrs doing basic stuff

wont pay more

LEADERS• 15%• Open to pay

more & save

What will

drive demand

Global Consumer Trends

• 76% buy greenproducts (Eur & US)

• Only 8% majoritybuyers

ConsumerRevolution

19

20

Venues, Hotels and Destinations using sustainability as a

competitive differentiator and business generator

What does it take to be a

leader?

CSMP FRAMEWORK

GRI

APEX

www.csmp.dk

Leadership and Strategy

Power to vision and backcast the future

25

Leadership from the industry

26

Stakeholder Engagement

28

Copenhagen Sustainable Meetings Consortium

Operational Integration

32

Education Products & Services

MarketingNetworks

34

35

37

Reporting your progress

39

Reporting of impacts and strategy

CSMP FRAMEWORK

GRI

APEX

www.csmp.dk

So who are the

leaders?

Gre

en M

eeti

ng

s

Green Destination

Industry Thought Leaders

Developing Leadership

Copenhagen

London

Amsterdam

Budapest

AthensBangkok

Stockholm

Seoul

ParisBerlin Vienna

Performance Leadership

Process Leadership

Pro

cess

Performance

Thought Leadership

Performance Leadership

Process Leadership

Portland CC

Copenhagen Bella Centre,

Amsterdam RAI Goteborg Massan

Buenos Aires Rural Predio Ferial

London Excel

Stockholm CC

Coex Seoul

Bangkok CC/Centara

Barcelona CCIB

Messe Berlin

Sao PauloExpo Centre Norte

Developing Leadership

44

The Meeting Industry isTRANSFORMING

Summary

We still have a long way to go

Drivers for change

46

Increasing societalpressure

Increasing Client Demand

Increasing Competitiive

Increasingly availabletechnology and knowledge

Collaborate toInnovate to

Compete

For more information

www.greenmeetings.infoLessConversationMoreAction.com

Guy.bigwood@mci-group.com

Images: istockphoto.com,