Download - Corporate Meetings_Ben Goedegebuure

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53rd ICCA Congress

Corporate Meetings: Evolution as a Business Tool Ben Goedegebuure, global general manager of EMEA for Maritz Travel Company

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Trends in Corporate Meetings

Combining meetings and incentive programs, and developing an overall strategy.


• Creates value for organizations

– Take advantage of having high performers and top executives in same place

Combining Meetings and Incentives

Meetings and Incentives Strategy


Organizational Changes

• Companies experiencing leadership and structural changes every 12 to 18 months.

• An overall strategy is necessary to ensure meetings and incentives are not disrupted by change.



• Consistent program and brand messaging

– Internal

– External

• Negotiation power with suppliers

• Achieve organizational goals and objectives

• Global meetings have regional flare

Benefits of Strategy




Use of technology continues to grow in meetings.


How It’s Being Used

• Gathering attendee data for personalized experiences

– Wayfinding

– Networking opportunities

• Paperless meetings and conferences

Technology is on the Move


How It’s Being Used

• Customized event applications

– Encourage utilization of apps by facilitators, speakers and attendees

– Generate conversation before, during and after events

• Procurement’s role increasing

Technology is on the Move



Creating valuable meetings for guests.


Focus on Guest-Centered Design

Valuable Meetings

• When planning a meeting, create a common vision and objective of the meeting.

• Map the journey of the guest from beginning to end (long after the meeting is over).

• Ensure experiences align with guest impressions and business outcomes.


• Reflect your company’s mission and brand throughout every aspect of your meeting.

• Helps the meeting attendee feel more connected and loyal to the brand.

Benefit of Brand Alignment

Valuable Meetings


Thank you!

Download - Corporate Meetings_Ben Goedegebuure

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