Claudia Hall has been Exhibition Director of IBTM World for almost a year now. Photo: IBTM World
Interview Claudia Hall
“Connections are our beating heart”
Claudia Hall, IBTM World Event Director Photo: IBTM World
Claudia Hall, IBTM World Exhibition Director, about her renewed sense of inspiration and building communities, RX’s commitment for Net Zero by 2040, this year’s theme “People. Power. Potential” and the influence of AI on the meetings and events industry.
tw tagungswirtschaft: In summer, you attended Cannes Lions. What did you take home from the International Festival of Creativity?
Claudia Hall: Far more than just taking home insights into the latest trends in the creative industry, I left with a renewed sense of inspiration having experienced first-hand the power of innovative ideas and groundbreaking campaigns that push the boundaries of creativity. The festival provided a unique opportunity to connect with industry leaders, learn from masterclasses, and witness the best in global creativity, all while fostering a sense of community among like-minded professionals. Participants also gained practical knowledge to apply to their work, from the latest digital tools to emerging marketing strategies, ensuring that they are equipped to drive their own creative projects forward with confidence.
At Cannes Lions you introduced a new programme for IBTM World 2024 called Exceptional Experiences. What is it about?
We were thrilled to launch Exceptional Experiences at a pop-up event at Cannes Lions, where it received an overwhelmingly enthusiastic reception. A stimulating new addition to our flagship IBTM World event, the programme will showcase groundbreaking strategies to help in-house event professionals and marketers create experiences that fuel business growth. It has been developed to directly address, and workshop solutions for, challenges faced by this community including, for example, how to utilise AI to increase efficiency without losing event authenticity.
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At IBTM World 2024, the Exceptional Experiences programme will be split into two parts. The first, an exclusive invite-only workshop for senior executives, VPs and influential leaders from different sectors, will take place on day one of the show. The second, the Exceptional Experiences Forum, will take place on day two on the Main Stage. This dedicated content stream will provide education sessions on subjects such as ‘how to harness AI and technology’, ‘building your community’ and ‘leaving a lasting, positive impact on attendees.’
Exceptional Experiences at IBTM World 2024
Exceptional Experiences is designed to develop the future roadmap for the event industry. It will comprise an exclusive invite-only workshop at IBTM World in Barcelona for senior executives, VPs and influential leaders from different sectors on 19 November 2024. On 20 November 2024, IBTM’s Exceptional Experiences Forum will take place on the Main Stage and will provide education sessions on subjects such as how to harness AI and technology, build your community and leave a lasting, positive impact on attendees.
At a pop-up event with Jimmy Knowles (Canva), Judy Lee (Pinterest) and Shauna Little (The Washington Post), you discussed how to build communities and partnerships. What can you apply to your show?
IBTM World provides a unique platform to bring event professionals from around the world together to build strong, lasting communities within the events industry. By uniting exhibitors, buyers and suppliers, the event creates an environment where relationships are formed, ideas are exchanged, and collaborations are initiated, leading to stronger networks and partnerships. Through its sophisticated matchmaking platform, IBTM World enables exhibitors and attendees to connect with the right partners and form meaningful collaborations that align with their business objectives. This focus on strategic networking helps participants build valuable partnerships that extend beyond the event itself.
Claudia Hall (right) discussed community building and partnerships at a pop-up event at Cannes Lions. “In essence, build communities and partnerships at IBTM World means creating a dynamic environment where meaningful connections are made, collaborations are fostered, and the collective strength of the global events industry is harnessed to drive innovation and success.” Foto: IBTM World
What steps do you take to foster networking and meaningful connections among the attendees?
Connections are the beating heart of IBTM World and, with over 132,000 connections made at last year’s show, we remain the most anticipated date in the annual business events calendar. Our theme this year – People. Power. Potential. – is a true reflection of the value of connection. It champions the belief that, whether you're a corporate planner, an experience engineer, a tech supplier, or an association, everybody in events has one thing in common: an understanding that what people need to succeed is other people. We work diligently to ensure IBTM World continues to offer utmost value year-on-year. With our sophisticated RX Lead Manager (Emperia) and Colleqt apps enabling exhibitors and visitors to measure performance, collect leads, and make data-informed decisions, our attendees know that the connections they make at the show give them maximum payoff for their time. For example, at our 2023 edition, we opened up our market-leading matchmaking platform to visitor buyers for the first time, as well as launching our Exhibitor Dashboard which enabled customers to measure their return on investment at a glance, and in real-time. Of course, it isn’t just about the official connections. Facilitating space for those unexpected connections is just as important, and beneficial. A hit among delegates at IBTM World 2023, Workplace Revolution will return this year to provide attendees with a welcoming space where they can continue conversations with inspirational figures, dissect topics in greater detail, ask burning questions, and make valuable connections they hadn’t anticipated – all in a relaxed setting.
How do you ensure that your show remains relevant and valuable to both exhibitors and attendees?
We know we need to earn our visitors’ time, which is why each year we review every element of IBTM World to make sure that we’re providing the very best experience to attendees and helping them achieve their business goals, as well as consistently refreshing our offering with new innovations. For example, we have launched The Forum for Advocacy for IBTM World 2024, a new initiative to ensure attendees, buyers, and exhibitors are equipped with actionable takeaways. It will convene as an invitation-only gathering taking, with insights shared on the Impact Stage on day one of the show – open to all. We’ve been building deeper relationships with our exhibitors to further understand how we can tailor our products to deliver true value and results, and, in recent years, we’ve enhanced quality control around our industry-leading Hosted Buyer Programme. We have a team dedicated year-round to finding the most impactful buyers, and hosted buyers are only approved once they have provided three references from suppliers, proving they have budget and spending power.
Photo: IBTM World
„We know we need to earn our visitors’ time, which is why each year we review every element of IBTM World to make sure that we’re providing the very best experience to attendees.“
Claudia Hall, IBTM World Exhibition Director
IBTM World 2023 was a premiere for you. What did you take with you for this year’s show?
Overwhelmingly evident to me during last year’s show, is the tangible value IBTM World provides for visitors. Many exhibitors I spoke to commented on the quality of the hosted buyers and the excellent leads they had made. One exhibitor told me that in the first two days of the event, they had already issued two contracts with a further four excellent leads. Indeed, several of our valued delegates at IBTM World 2023 commented on the enthusiasm they could feel returning to the sector and how it was clear, from the wide range of international exhibitors and buyers present at the show, that the industry was not only recovering, but also starting to thrive again. IBTM World provides an unparalleled opportunity for the industry to come together as one community to share, discuss and debate insights and initiatives. We welcomed almost 4,000 buyers and opened our doors to 2,250 exhibitors from over 150 countries in 2023, making it a truly global gathering, and I have no doubt we will match, if not exceed that, this year.
Compared to last year: Two months before IBTM World 2024, what is the booking status of exhibitors and how are visitor registrations going?
As of now, the booking status for exhibitors at IBTM World 2024 shows strong participation and enthusiasm. This year we expect 2,500 exhibitors. There is a robust line-up of destinations, event suppliers, and service providers preparing to showcase their offerings. The show is on track to maintain its position as a leading platform for the business events industry, with high expectations for attendance and networking opportunities.
About IBTM and IBTM World
IBTM is a world-leading showcase for the meetings and events industry with a portfolio of events and products offering business solutions. The portfolio includes IBTM World, IBTM Americas and IBTM Wired. IBTM World is IBTM’s flagship show and a must-attend three-day event for the worldwide meeting, incentives, conference and events industry. IBTM World 2024 will take place from 19 to 21 November 2024 at Fira Barcelona. IBTM 2023 welcomed 2,250 exhibitors from over 150 countries, as well as almost 4,000 buyers.
This year’s IBTM World will be the 20th edition held in Barcelona. What makes Barcelona such an irresistible destination?
It’s hard to believe that 2024 marks 37 years of IBTM World, and our 20th anniversary hosting the show in Barcelona. We return time and again to this wonderful city for so many reasons. Among them, its fantastic cultural offering, stunning scenery and exceptional food, as well as its excellent transport links, unbeatable WiFi access, and the sense that it is a city vibrating with creativity and new ideas. Alongside its incredible range of accommodation options, it’s easy to see why Barcelona is one of Spain’s top-rated business travel destinations. Add this to the city’s sustainable tourism status, having received a Biosphere Certification in recognition of its efforts to promote and support sustainable tourism, and it’s a strong pull factor.
Sustainability is more and more a pull factor for event managers. How do you incorporate it into your events?
There's a growing emphasis on sustainability in the events industry and an important push for implementing eco-friendly practices such as waste reduction, the use of sustainable materials, and energy-efficient technologies. At RX Global we take this responsibility extremely seriously and are committed to being Net Zero by 2040 and to making a 50% reduction in greenhouse gas emissions by 2030. We have also formed a dedicated Sustainability Council to ensure we are doing our best to run events in the most sustainable manner. For example, at our 2023 edition of IBTM World, we used compostable badge holders for visitors and badges made from recycled card for exhibitors. Our lanyard safety breaks were made from wheat straw, not plastic, and we provided plastic-free water bottles made from sugarcane for attendees. We will be implementing these measures again this year, as well as weaving sustainability into the fabric of this year’s conference programme with a range of dynamic and though-provoking sessions in our ‘social responsibility’ content stream.
Net Zero by 2040
RX Global signed the Net Zero Carbon Events pledge in 2021 and formed a dedicated Sustainability Council. By 2030, RX aims to cut greenhouse gas emissions by 50% and hit net zero by 2040.
The Asia Pacific MICE market is one of the most dynamic in the world and is forecast to become a major player in 2024 and beyond. You had planned to launch IBTM Asia Pacific in Hong Kong from 19 to 20 March 2025. Now you have changed your plans. What has happened?
The region’s MICE industry is expected to grow at a CAGR of 8.6% to reach $441.1 billion by 2025. The continued global increase in the outbound meeting and business travel market, specifically from the APAC region and the coinciding growth in international representation at IBTM World 2024 in Barcelona, has led us to announce that IBTM APAC will no longer take place as scheduled in 2025. Research findings highlighted that the APAC and especially Chinese outbound business travel planners are becoming increasingly adventurous in their choice of destination, and that spread of choice is at IBTM World, so we are encouraging all those who were scheduled to participate in the HK event, to join us in Barcelona and benefit from the global buyer audience that makes IBTM the annual choice of the meeting and business travel industry.
You have been IBTM World Exhibition Director for almost a year now. What three trends do you see in the business events industry?
Business events is such a dynamic and thriving industry, one that is constantly evolving as it reacts to and embraces the changing global landscape.
- The influence of AI on the meetings and events industry is perhaps the biggest question facing our sector right now. This is why we are addressing it head-on in our conference programme.
- Accessibility, from physical to sensory and intellectual, is, rightly, growing in prominence. Given the increasing awareness around this area, and the importance of making space to listen to and engage with voices in this field, accessibility will feature heavily in the ‘social responsibility’ track of our content programme.
- And as just mentioned, the Asia Pacific region is increasing in influence. The region has shown phenomenal growth and currently accounts for 28% of the global MICE market, with a further 17% growth forecast over the next five years. Hong Kong has invested heavily in its world-class infrastructure and its events sector benefits from significant support from local government.
Indeed, the number one topic for event professionals in 2024 seems to be Artificial Intelligence (AI). How will you cover AI at IBTM World?
AI is intrinsic to IBTM World. AI will run throughout the conference programme at this year’s IBTM World to explore how people power can be enhanced by harnessing new technologies. AI will be a key focus of our new Exceptional Experiences programme. The forum will be centred around dedicated education sessions on a range of important subjects including how to harness AI and technology. This work began at Cannes Lions, where we launched Exceptional Experiences, as we discussed with trailblazers from the creative and media industries how AI can be used to increase efficiency without losing the authenticity events should provide. AI is also built into the content programme of this year’s Association Leaders’ Forum. It will explore how to integrate AI in associations’ strategic planning, and how to use the possibilities offered by digital tools to make conferences and events more impactful, engaging and financially sustainable.
Do you use AI for planning and organising your IBTM events?
At IBTM World we use Big Data and data analytics to personalise attendee experiences and improve engagement, and our market-leading matchmaking platform facilitates only the most valuable business connections between hosted buyers and exhibitors.