Work has already begun on a new research project being carried out by imago and Loughborough University. As with last year, the research will be carried out in conjunction with The Right Solution and also has the support of the HBAA.

Last year’s project – Does the future have room for face-to-face communication – measured the value of face to face communication amongst a sample of more than 750 event organisers, delegates, graduate and undergraduate students, and examined the favoured forms of communication for learning new skills, retaining information and aiding business success.

imago has used the information to help shape the way it works with clients in the organisation of successful meetings, ensuring it offers all the resources and knowledge required to deliver better return on investment. 

The follow up research will examine ‘How does the meetings industry of today inspire the future leaders of tomorrow?

Emma Boynton, imago’s head of sales and marketing, comments; “Research is a valuable tool in discovering what the delegates of tomorrow want to achieve. The meetings and events industry is changing. There are a multitude of shifting trends, emerging technologies and different approaches to meetings. The data we gathered last year allowed us build a better picture of the market place and to spot opportunities that are not being maximised or highlight areas that are over saturated.

“We decided to take this one step further so we could go into more detail. Work is already underway to collate information on what venues, and the industry, can do to inspire future generations, covering everything from marketing of events through to the event itself. This research will allow us to gather a vast amount of data and it is an exciting opportunity to compare the opinions of those already organising or attending events with future participants.”

HBAA Chair and Director of Supplier Partnerships, Capita Travel and Events, Leigh Cowlishaw commented “The HBAA is delighted to be working with imago and Loughborough University on this research. We want to help ensure that the industry is equipped to support and motivate the next generation of leaders in hospitality and events, to guide them towards sustainable industry growth. Part of that means understanding the most appropriate and effective ways of sharing the HBAA association and its members’ passion, experience and specialist knowledge.”

The parties involved have already begun undertaking the research, which will be presented at the HBAA Annual Forum on July 8 2016.

2016 is an important year for imago. It marks the 25th anniversary since the organisation, which is the conference and events arm of Loughborough University, came into operation. It is now one of the leading academic venues in the UK, with a portfolio that includes Burleigh Court, Holywell Park, Loughborough University’s conference and events facilities and The Link Hotel.

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