Meetings with Meanings

Strategic meeting management enters a new phase as the attendee experience takes center stage
Almost two decades after Strategic Meetings Management (SMM) emerged, travel managers and meeting planners are asking: “What about the attendee?” Just as business travel has adapted to focus more on the traveler experience, meetings management is moving toward the attendee experience as all parties realize that an attendee is simply a business traveler on a different kind of mission.

Experts see this evolution toward customer satisfaction as a possible spur for the overall adoption of an SMM program. An important hint that SMM may at last be coming into its own: The tried and true graphic used for years by stalwart Global Business Travel Association to visually summarize SMM is adding a section called “participant experience.”

Meetings and SMM

Categories: Special ReportMeetings And SMM

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