Marriott International and industry leaders discuss future trends at its first hybrid event in Asia Pacific

With grounds for optimism over travel rebound, Marriott International together with industry leaders discussed future trends at its first hybrid event in Asia Pacific – “Be There with Marriott International – The Path Forward for Travel and Events”. The event, attended in early September by more than 1,100 in-person and virtual travel industry professionals across Asia Pacific, featured a lively panel discussion on the emerging trends and demands in meetings and events, changing business travel policies, luxury travel, and consumer behaviour in a post-pandemic era. These key trends emerged:

Customer experience is still key: Cleanliness remains the top priority for many consumers, and expectations around safety and hygiene have increased dramatically as part of the customer experience. Social distancing, facemasks and hand sanitizers are expected essentials. Marriott International offers event organisers tips on setting up events in the new normal through the company’s ‘Connect with Confidence’ commitment.

“As we continuously elevate our guest experiences, we understand how cleanliness is still top of mind for many.  We are committed to keeping our guests safe through enhanced cleaning regimen changes that leverages technology. I am optimistic about the bright spots of travel recovery we are seeing, and I look forward to international borders reopening,” said Bart Buiring, Chief Sales & Marketing Officer, Marriott International Asia Pacific.

In-person human interaction more powerful than ever: There has been a rapid adoption of technology and digitalisation across the MICE industry. Although virtual events were the norm at the peak of the pandemic, 47% of respondents surveyed post-event said that more than half of their events next year will be offline. Hybrid events, which combine live interactions and the convenience of going digital, are expected to become the de facto meeting format.

“We need to strike a balance between technology, reach and engagement. When hosting hybrid events, the platform is not the most important—instead, the desired outcome and the value that human connection brings is. Marriott’s hybrid solutions will continue to evolve, but there is no doubt that nothing replaces the power of face-to-face meetings,” said Ramesh Daryanani, Vice President, Global Sales, Marriott International Asia Pacific.

Wellness is the new luxury: According to a survey conducted by Marriott International, three in four travelers surveyed indicated the desire to travel to relieve stress. There is a higher demand for slow travel, where people are slowing down and visiting just one place, taking their time to get familiar with the destination and its surroundings and culture, rather than a fleeting visit. Industry leaders should adapt to these rising trends and curate experiences that cater to changing market demands.