It seems like every time a planner checks their email, there’s another invitation to participate in a hosted buyer program, whether it’s from a trade magazine, hotel company or tourism board. Many schools make education a major selling point and offer CEUs for attendance.
Because there is no cost to attend, they have become a popular choice for planners on a tight budget, which, let’s be honest, is pretty much everyone these days.
The best of these hosted buyer events offer an education that rivals that of the Meeting Industry Association. Some focus on a single topic, such as health or technology, which allows them to include more sessions on a topic than elsewhere.
However, some industry leaders question whether these events dilute the educational value provided by trade association events – which can cost hundreds or even thousands of dollars to attend.
Planners get mixed reviews
“I do believe that PCMA, FICP and MPI provide more prestigious education,” said Carlin Putman, meetings and events specialist at Page-One Meetings and Events. “Because planners pay to attend, I believe this allows these associations to ‘upgrade’ their education and speaker standards.”
Others disagree. “In my experience, the content at industry conferences has been pretty bland and overly general for a long time,” said Wendy Porter, chief event strategist at Wendy Porter Events, LLC. “I think a lot of that is because of the people who plan these conferences. People are often too early in their careers and don’t fully understand the needs of senior planners.”
Porter would like to see content tailored to career stages. “Many of the sessions at industry conferences had content that I could present myself.”
Different meetings, different missions
In terms of its educational offerings, activities are becoming increasingly sophisticated. For example, the Inspiring Research Foundation recreates education based on feedback from attendees.
“We heard the need for enhanced education that is both grounded in research and provides opportunities for teams to share their insights and experiences,” said President Stephanie Harris. “In our 2024 post-event survey, People need more education, so we redesigned Agenda 2025 to allow for more meetings.”
Discerning planners have very specific requirements.
“I’m very picky about the events I choose to attend,” Porter said. “In addition to the educational content, the quality of exhibitors, experiential activities on the show floor, and appropriate networking opportunities need to remain strong. If these elements weren’t in place, I wouldn’t even apply to be a hosted buyer. Period.
Lisa Dreier, senior experience design and sourcing manager at Creative Group, said she always finds something to take away from the buyer events she attends, although “some events bring greater value than others. “
She’s a fan of Cvent CONNECT, which allows planners to attend as a paid registrant or commit to six, 15-minute exhibitor appointments as a featured buyer. “While a Cvent event may not initially seem as appealing as an exotic home, learning how to use this tool more efficiently and effectively can put you ahead of your competition. It’s about doing your research on the event, and as a buyer, You can get the best knowledge from it.
Another consideration that affects some hosted buyer events is that the level of attendees may not be the same as those who pay to join the association and travel to its events. This may reduce the quality of interactions during educational sessions and throughout the experience. “It’s very important for hosts to vet their audience to make sure the right people are attending,” Dreyer said.
Competition will drive quality
Lori Pugh, associate dean of the MPI Institute, said all education has a place in the industry. “Whether it is delivered by MPI, other industry associations, buyer-sponsored events or families, all education plays a vital role in elevating our profession and improving the skills of professionals.”
The difference, she said, is in the details. “We meet people where they are, tailoring education to the needs of the audience and the size of the group. This tailored approach ensures educational content is relevant and impactful.
However, SITE president Annette Gregg believes industry associations need to pay closer attention to what’s going on around them. “Associations need to reassess this traditional revenue stream to ensure people are still invested in the quality of their education.”
She said associations needed to model best practice in adult learning and engagement. They should also evaluate and renew certifications, which are unique parts of their products.
“Associations have a responsibility to their members and communities to provide relevant, high-quality education that meets people’s needs.”
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