American Express Meetings and Events, a division of American Express Global Travel Business, released its 2021 Global Meetings and Events Forecast. As the challenges of 2020 caused significant hardship for many in the industry, the 2021 Forecast shines a light on how the meetings and events industry will adapt this year. The outcomes of the overall situation globally cemented the value that meetings and events play in driving business forward, whether recognizing and re-energizing employees, informing healthcare providers about new treatments, or receiving guidance from corporate boards, to name just a few examples.
Not surprisingly, health and safety are the primary considerations when planning in-person meetings and events. Initial face-to-face meetings are expected to be small, regionally focused, and in a hybrid format – where some attendees are in person and others participate virtually.