Skift Take
Is research the new content marketing for convention bureaus? We hope so because it's a good way for cities to differentiate themselves, and it provides new inspiration for event programming and education.
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The Future of Meetings & Events
Mature travel destinations enjoy the consistent business that their brands afford, but they're also challenged with keeping current with modern trends and maintaining relevancy with younger consumers. Beverly Hills, Catalonia, and London are three such mature convention bureaus, and each has published indepth research this year to showcase new travel trends relating to the luxury, culinary, and conference markets.
“One of the challenges with a mature product is that people have a lot of preconceived notions," said Julie Wagner, CEO of the Beverly Hills Conference & Visitors Bureau. "Aspirational demographics don’t always understand what we do here is geared toward all different walks of life and all different generations.”
