Calum Ross, general manager at Hilton Glasgow puts the case for hotels revolutionising the business events industry.
Picture the scene; a stuffy boardroom where a PowerPoint plays slide after slide. Lukewarm coffee and stale pastries sit among a sea of black and navy suits. Sound familiar? It’s probably because at one point or another, we’ve all attended a business event just like this.
Luckily, the days of uninspired meeting spaces where the sole focus was to look and listen are mostly gone. Today, a shift towards a new era of immersive business events is revolutionising the industry and there is one force to thank for it: hotels.
Flexible, immersive experiences
Hotels offer a full-service environment that caters to the changing needs of events. With advanced technology and dynamic meeting spaces, hotels are an integral part of the event experience beyond the ballroom.
Most modern venues are moving away from a traditional one-size-fits-all approach to a more fluid agenda. Clients want dynamic, multi-functional spaces that aren’t going to box them into choosing from a limited suite of options. Event planners are recognising the value of adaptable spaces that accommodate the changing needs and vast array of event types. They are a platform for encouraging creativity. Whether it be a corporate conference, exhibition, product or brand launch, flexible venues empower organisations to create more engaging experiences. And with creativity comes memorability, paving the way to a more successful and stand-out event.
The meetings industry is one where unforeseen circumstances and curve balls are not uncommon. The ability to adapt spaces to last-minute changes is key to ensuring an event runs smoothly.
But as the demand for stand-out events continues to grow, so does the need for innovation. More and more event planners are turning to the use of AI, data, augmented reality (AR) and virtual reality (VR) technologies to take their events to the next level. Immersive technology in the hospitality sector is redefining guest experiences. These advanced technologies are empowering delegates to bring out their creative flair and opening hotels up to new ways of delivering exciting event experiences.
Take the 360° digital wallpaper at Hilton Glasgow for instance. It gives organisers a tool to create unique event sets that can be projected around the ballroom, allowing guests to tailor the experience to any theme or occasion. Flexible spaces are essential in meeting the needs of today’s business events industry.
And, when you think of hotel events, it is not all about ballrooms. Hotels come with ballrooms, conference rooms, bars, restaurants, lounges and other meeting spaces, making them a go-to choice for a variety of event types. They are often equipped with innovative technology, lighting and decor that all play a key role in creating a distinct look, feel and experience for your event.
But it’s not just about multi-functional spaces. If guests are travelling to the event, they need more than just the ballroom. They need accommodation, a place to rest, unwind or maybe find a quiet area to work. Organisers are incorporating the pre- and post-event needs of delegates, and hotels can offer that full service.
In focusing on this, we in the hotel business also hope to foster a newfound appreciation of culture, culinary artisanship and innovation in this new era of business events.
As we navigate a new landscape of creativity and innovation, hotels will play a key role in fostering culture in the business events industry and will be paramount to rediscovering the joy of shared experiences and the power of human connection.
