Conference Matters 143

VOLUME 34 ISSUE 143 WINTER 2024 NATO summit | Personalised experiences | Sustainability initiative Conferencing in the Netherlands

POSTILLION HOTEL & CONVENTION CENTRE WTC ROTTERDAM

THE IDEAL VENUE FOR INTERNATIONAL CONFERENCES AND BUSINESS EVENTS IN A VIBRANT CITY!

ROTTERDAM

LOCATED IN THE MIDDLE OF THE CITY CENTER ROTTERDAM LOCATED IN THE MIDDLE OF THE CITY CENTER EXCELLENT ACCESSIBILITY

IDEAL LOCATION FOR MEETINGS AND CONFERENCES

EXCELLENT ACCESSIBILITY

30 VERSATILE MEETING SPACES

168 ROOMS

30 VERSATILE MEETING SPACES

168 ROOMS

Postillion Hotel & Convention Centre WTC Rotterdam offers flexible spaces for small meetings from 5 people to large conferences of up to 1,200 delegates in the heart of the city. EXCELLENT INTERNATIONAL ACCESSIBILITY Rotterdam The Hague Airport is only 15 minutes away. Direct train connections to London, Paris, and Brussels via Eurostar and InterCity. HISTORIC CHARM WITH MODERN AMENITIES Located in a former grain exchange building, featuring 168 rooms and 30 versatile meeting spaces for various events. PRIME CITY CENTER LOCATION Centrally located with easy access to local attractions and public transport. Parking is available at the nearby WTC-Beursplein garage.

5 - 1200 people 15 minutes from The Hague Airport Direct train connections 168 hotel rooms 30 versatile meeting spaces Centrally located

POSTILLIONHOTELS.COM POSTILLIONHOTELS.COM

CONTENTS

8

Interview NATO Summit 2025 'We build a relationship with the delegations well in advance'

Young Professionals Red carpet Many associations are

Research Six major trends

Interview Developing a concept Founding partners and gradual growth are important conditions to develop a concept, says Pieter Bas Dujardin who developed Recharge Earth at Ahoy Rotterdam

30

According to research by Marije Breuker, the role of incentive travel is changing among clients and incentive agencies

investing heavily in the next generation through several initiatives

42

50

54

14

16

Speaker Thimon de Jong

'Thanks to the influx of a new generation, organisers are now interested in addressing mental health'

46

36

VenueNL Sustainability Initiative Collective transition By acting as stakeholders in the meeting industry today, businesses can ensure a workable, collective transition to ESG regulations

VenueNL Sustainability Initiative A flying start

Catering Rethink Food & Venue

7 Editor's Note 25 Column AIPC 33 Column Erik-Jan Ginjaar

Eight Dutch conference venues are leading the way in working together to create a more sustainable conference scene

To survive in a highly competitive market, the F&B concept for the venue of the future must use AI and big data, says a project group of Hotel Management School Maastricht

22

Colofon Conference Matters

Event Design That 'wow' feeling The more personal the experience, the greater the impact and involve ment for delegates, allowing the message to stick better

Digital Transformation Future-proof venues Visit Flanders launched the Digital Transformation of Venues project. Project leader Sam Versele discusses the project's scope and progress

Marketing & Sales: Marcel den Hoed

Winter 2024, volume 34, issue 143 Digital circulation: 11.000 copies

Editor in Chief: Edwin Nunnink

marcel@zynchrone.com

Contributors: Evelien Baks, Sven Bossu, Marije

Subscriptions: +31 (0)20 567 38 08

Publisher: Zynchrone Media Kuiperbergweg 50

Breuker, Erik-Jan Ginjaar, Bas Hakker, Serge Ligtenberg, Taubie Motlhabane, Suzanna Timmer, Willem Timmer

conferencematters@zynchrone.com

1101 AG Amsterdam Zuidoost The Netherlands +31 (0)20 567 38 08

Translation:

Natasha Cloutier (Oh La La)

Design:

Zynchrone Media, Rianne de Wild

conferencematters@zynchrone.com www.conferencematters.nl www.zynchrone.com

4

5

EDITOR’S NOTE

Sustainability

VenueNL

Initiative

Where business meets nature

The perfect conference room

Which venue will be the most sustainable conference centre in Europe in the shortest possible time? Or completely carbon-neutral around 2030?

Many international conference centres promote their corporate social responsibility goals by claiming that they’ll be the first or the best, which is understandable. Sometimes, an organisation needs a dot on the horizon to make major progress.

Finding the ideal venue is crucial for events and conferences. With us, you won’t find a standard business hotel. Instead, you’ll discover a stylish conference hotel with a relaxed and casual atmosphere. Whether you’re attending a conference on healthcare, finance, energy efficiency, sustainable development, education, or science, we have the perfect space for you! Exclusivity Exclusive use of a conference space is possible, as we offer a dedicated wing with plenary rooms, breakoutrooms, a private foyer with exhibit space, and a cloakroom.

However, anyone concerned with sustainability knows that it’s a complex issue, especially when it comes to not only the environment but also social policy and governance.

The European Union is trying to provide guidance in this matter with its ESG policy and CSRD reporting. However, much of the sector-specific interpretation remains ambiguous, making it susceptible to influence. Trade-offs are common in this context, as an improvement in sustainability on one element can lead to a deterioration on another ESG touchpoint. I recently spoke to a number of young professionals in the financial services sector who have to assess both their company and other companies along the sustainability ladder. They are intrinsically very motivated, but they also struggle every day to prioritise all of the sustainability elements. That is why eight conference locations in the Netherlands have joined the VenueNL Sustainability Initiative as founding venues. The goal is not to determine who is the best but rather to ensure collective progress. To avoid getting bogged down in the sheer number of details (ESG has approximately 1,100 touchpoints), progress is monitored on 10 main topics. The GSES monitoring system provides the numerical substantiation, and knowledge partner ELAN – ESG in Hospitality provides valuable guidance. As a result, the participating conference locations can support and learn from one another’s sustainability initiatives. They also like sharing these lessons with the rest of the world, which is why Conference Matters publishes updates and case studies from the VenueNL Sustainability Initiative on a regular basis.

45-hectare forest estate

Centrally located in The Netherlands

Golden Green Key classification

High level of customer service

Persoonlijke gastgerichtheid

info @ woudschoten.nl

www.woudschoten.nl / en

+ 31 343 492 492

Edwin Nunnink Editor-in-Chief Conference Matters edwin@zynchrone.com

events | conferences | meetings | hotel

7

INTERVIEW

experts at 'We're what our guests want' anticipating

have agreed to take turns holding a summit. The Netherlands, one of NATO’s founding mem bers, has never had the opportunity. The Nether lands was chosen to host the summit in 2025.” How does this summit differ from the 2014 Nuclear Security Summit? Is it bigger and more challenging? “Yes, in terms of the level of security, but not necessarily in terms of the number of govern ment officials. Ten years ago, the geopolitical situation was very different. Russia was then still a participant in the Nuclear Security Summit, while the 2025 NATO summit will take place in a context of increased tensions between NATO and Russia. That makes it much more difficult in terms of logistics and security,” explains Dingjan.

In this room, they’re planning a Champions League-level conference. In June 2025, the world’s leaders will be visiting The Hague, where host Dutchman Mark Rutte will be playing a home game. When did you come up with the idea? Was it a long time coming or did it happen unexpectedly? “The decision to hold a summit such as NATO is political. In 2014, we held the Nuclear Securi ty Summit with Obama in The Hague. At the time, we all thought it was a once-in-a-lifetime opportunity. Such a major event with 60 gover nment leaders and all of the associated secu rity measures wouldn’t happen again anytime soon. But then we were asked to host the NATO summit,” says Dingjan. “This is done gradually because there is no speci fic tender procedure. NATO member countries

The Hague is preparing to host the NATO sum mit in 2025, one of the world’s most prestigious events. Michiel Middendorf from World Forum The Hague and Robert Dingjan from the Ministry of Foreign Affairs share their insights into the logistical, diplomatic and security challenges during a candid conversation. It’s a long walk from the reception of World Forum The Hague to the special meeting room where the NATO summit will be held on 24 and 25 June 2025. With a sense of drama, you could call it the ‘operation room’. The photographer and I entered a large room with floor plans, construction dra wings and an inviting stack of croquette sand wiches. Michiel Middendorf, General Manager of World Forum The Hague, and Robert Dingjan, Operational Director at the Ministry of Foreign Affairs welcomed us. By Bas Hakker Photos: Willem Timmer

8

9

INTERVIEW

associated with peace, justice and international cooperation. The NATO summit contributes to this and strengthens that position on the world stage,” affirms Middendorf. I also read that you recently managed to invest in this building. A coincidence? "To a certain extent, it is a coincidence. We suc ceeded in getting the necessary investments for the long-term future onto the political agenda. Now that it’s receiving significant attention, the added value to the city is becoming more evident. This impact benefits not only the local economy but also enhances the pride of our resi dents,” says Middendorf. What is your personal goal for this summit? “For me, the most crucial aspect is that the summit is welcoming, peaceful and safe. It would be ideal if the media said that it was a success and that the government leaders had a great time,” Dingjan comments. “Same. We want everyone, from the delegations to the residents of The Hague, to be proud of this event. And afterwards we can say that we did it well, without major disruptions,” adds Middendorf. “Residents’ reactions also mean something to us. We have plans to open the location to them after the summit to show them what happened. We did the same thing after the Nuclear Security Summit, and it was very much appreciated.”

groups where world leaders sat in large armchairs in an open setting. They would openly debate nuclear matters with each other, which worked very well. That way you get a little more inter action,” explains Middendorf.

room to anticipate any unexpected changes in the last few weeks,” states Dingjan.

Robert Dingjan 'The current international situation is far

What are your biggest logistical challenges?

“Finding vehicles and drivers is a major challenge. We have not yet hired all the cars, as staff shor tages are making it difficult. But we’re working hard to make this happen,” explains Dingjan. “Planning is essential. Everything must be well prepared so that we can switch flexibly in the final weeks. With an event of this magnitude, something always goes differently than expec ted, but we want to limit that risk as much as possible,” says Middendorf. “I don’t want to sound immodest, but we’re good at knowing exactly what our guests want and expect thanks to the embassies of the parti cipating countries. We build a relationship with the delegations well in advance. Whether it’s the US president or a smaller NATO member state, every delegation has specific wishes. Our job is to make them feel comfortable and welcome within reason, and that starts long before they land here. As a result, all participants know perfectly well what can and can’t be done,” notes Dingjan. “Do you know what they’re also good at? Facili tating dialogue using certain room configura tions. Ten years ago, there were many discussion Why is the Netherlands so skilled at planning these types of events?

It’s about more than just technical matters, right?

more tense than it was 10 years ago, which makes it much harder in terms of logistics and security'

“Exactly. We’re experts at anticipating what our guests want, even before they ask. Whether it’s the format of the sessions, logistics, catering, or even personal preferences, we make sure that everything is arranged in advance. This allows us to provide a flawless experience for the delega tions. That’s really one of our strengths,” Dingjan points out.

What’s the economic impact of the NATO summit for The Hague and the Netherlands?

“It’s huge. Research shows that organisers’ expenditure has a substantial multiplier effect on economic impact, bringing in a lot of money for the city. Hotels, restaurants, and shops benefit from it, but it’s more than that. It’s also an oppor tunity for The Hague to further profile itself as the international city of peace and justice. These types of events help boost that reputation,” observes Middendorf. How important is that for the city? “It’s crucial. The Hague is proud of its status as an international city. It’s important for it to be

security services. We need to thoroughly screen everyone who comes near government leaders, from drivers to catering staff. We’ll probably need 250-300 vehicles to transport the delegations, and all of the drivers will need to be screened. That alone is a major logistical challenge,” says Dingjan. Michiel, how does your venue respond to this? “Security and hospitality must go hand in hand, as it’s our job to ensure that all guests feel safe. The entire event has to run smoothly, and the infrastructure must be designed to ensure that security goes unnoticed while being firmly established,” adds Middendorf. How far along are you currently in your preparations? “We’ve drawn up a detailed plan containing more than 2,000 milestones that we must achieve. The goal is to have everything ready a month to six weeks before the summit. This way we have

quickly joined forces with the municipality and surrounding areas to make this event possible,” says Middendorf. “Local residents were paid significant attention. We began communicating early on about the summit’s impact on the area. This was important since the construction and security will affect the surroundings. But we’re ready.” How will you ensure that the venue meets all of the requirements outlined in the ‘bible’? “The World Forum itself is big, but not big enough to meet all those requirements. That’s why we expanded it. We already knew that we would need more than just the World Forum. The entire surrounding area is involved in the summit, from hotels to parking garages. Everything has to fit together perfectly,” explains Middendorf. And how are you handling security? “The NATO summit is a huge security risk, which is why we work closely with various responsible

What are some of NATO’s specific requirements for such an event?

“NATO comes with an extensive set of require ments that we call a ‘bible’. It’s more than a hundred pages and describes everything in great detail: the size of the rooms, the height of the ceilings, the light output on tables, everything,” adds Dingjan. “Adding everything up, the summit requires about as much space as 21 football pitches. Hotel capacity is also an issue, as we need 6,000 hotel rooms.” “Yes, it did. Several other cities expressed their interest. However, once they saw our list of requirements, they dropped out. It just turned out not to be logistically feasible. The Hague ultimately won out in part thanks to the close collaboration between the municipality and the World Forum,” notes Dingjan. “We knew that we couldn’t do it alone, so we The Hague ultimately turned out to be the perfect location

WILL DONALD TRUMP COME TO THE HAGUE? The day after Donald Trump was elected as the next President of the United States, opinion makers looked ahead to the influence of this election result on NATO policy. It will therefore be eagerly awaited whether he will come to the NATO summit in The Hague next June. “For us, it basically doesn’t matter who is president. Welcoming a US president is always special, no matter who they are,” states Robert Dingjan, Operational Director at the Dutch Ministry of Foreign Affairs.

10

11

BRANDED CONTENT

Madurodam to turn your event into a

The perfect venue

tual flight experience aboard a Dakota plane; or perhaps you would like to do an interactive tour along the Dutch Masters, immersing yourself in the likes of Rembrandt, Vermeer, and Van Gogh. Adding these unique attractions to your itinerary turns an event into an experience. It’s an oppor tunity for your guests to take home more than just good memories; they leave with stories, new found connections, and a piece of Dutch culture. A venue that gives back The charm of Madurodam doesn’t stop at the venue’s beauty. As a unique destination that captures the best of Dutch culture and history, Madurodam offers an ideal blend of formality and accessibility. Every detail here is crafted to inspire connection, and our experienced team is dedicated to personalizing each element of the experience to fit your needs. At Madurodam Events, each gathering contri butes to more than just your guests’ enjoyment. We invest a portion of event proceeds in the Madurodam Kinderfonds, which supports pro jects for children across the Netherlands. Hos ting here means your event is part of a larger mission to create opportunities for young people and build connections that matter. By choosing Madurodam, you create a day to remember while making a difference. Make your event unforgettable Hosting your event at Madurodam means more than choosing a beautiful venue; it means giving your guests an experience. Our aim is for every guest to leave not only with new connections but with memories of a unique experience that highlights the heart and culture of the Netherlands.

Have specific ideas? Our team is ready to listen and bring them to life, whether it’s through tailored decor, themed menus, or unique enter tainment options. We ensure that the look, feel, and flow of your event align with your brand or objectives. And when the day arrives, our team manages all logistics, so you can enjoy the event alongside your guests, confident that every detail is handled. Unique experiences At Madurodam, we believe every event should go beyond the ordinary. Our range of interactive attractions allows you to create an immersive experience for your guests, making your event not only memorable but meaningful. One high light is The Flying Dutchman - an exhilarating vir

meaningful experience

Seamless planning We know that planning an event can be complex. That’s why our team is here to make the process as smooth as possible. From brainstorming ideas to executing the smallest details, we work with you every step of the way. With flexibility, crea tivity, and precision, we bring your vision to life. Our commitment to quality and personal atten tion allows you to focus on what truly matters - building relationships with your guests.

the event, ensuring that every detail enhances the experience. For a truly exclusive event, consider booking Madurodam for private use. Imagine your guests freely exploring the park’s attractions in a setting reserved just for them. It’s an opportunity to create an environment where guests can enjoy Madurodam’s wonders at their own pace, without distraction, making the experience as personal as it is extraordinary.

Are you looking for an event venue that goes beyond typical meeting spaces, offering an expe rience that not only impresses but resonates? Madurodam provides more than a backdrop - it offers a uniquely Dutch setting, rich with culture. Set in The Hague and just a short scenic walk from the World Forum, Madurodam is a captivating venue, ready to make your social event unforget table for all the right reasons. After all, why not have your event in an attraction park!? A setting that inspires connection Our venue offers the perfect atmosphere for fostering meaningful conversations and connec tions. Imagine your guests arriving to a warm welcome in one of our intimate, well-designed spaces, indoors or outdoors, with the park as their backdrop. Whether they’re sipping a drink at a casual reception or mingling over appetizers, the vibrant miniature displays and lush land scapes create an ambiance that’s both sophisti cated and exciting. Flexible and customized Madurodam’s spaces are designed for flexi bility and customization for various events, e.g. receptions, dinners, or networking events. Our team takes pride in creating tailored events that align perfectly with your goals, from an infor mal gathering to a formal dinner. Madurodam’s culinary team is ready to impress, offering a wide array of menu options that elevate the occasion - from creative hors d’oeuvres to multi-course meals. Each dish can be crafted to complement

www.madurodamevents.nl/en

12

13

SUSTAINABILITY

SUSTAINABILITY VENUENL INITIATIVE

A flying start Sustainability Initiative VenueNL for the

Founding venues The first round of data collection by the location partners that first joined the initiative will start in November. These founding venues are Expo Houten, Libéma, Martiniplaza, MECC Maastricht, NextVenue, Postillion Hotels, RAI Amsterdam, and World Forum The Hague. Sustainability also involves sharing knowledge, which is why, in addition to progress reports, knowledge and advice articles, interviews, cases, and best practices will be published in the coming years. Our site www.conferencematters.nl features a special section to follow this content.

Tourism & Conventions (NBTC). Representatives of these partners also attended the kick-off. Stef Driessen, Sector Banker Hotels & Leisure at ABN AMRO, says that sustainability initiatives are important to the bank and that an interest discount is concluded when financing venues if the company achieves a certain sustainability objective, among other things. Gerbrig Reitsma, Business Advisor at CLC-Vecta, has discovered through the trade association’s sustainability initiatives and its YOIN excellent meeting places that venues already have most of the essential data available without realising it. She sees opportunities to have more venues join in with this initiative. Eric Bakermans, Director Marketing Meetings & Conventions at the NBTC, underlines the impor tance of the VenueNL Sustainability Initiative in establishing the Netherlands in the international convention market. He also sees opportunities to roll out the initiative in a more broad European context.

Eight Dutch conference venues are leading the way in working together to create a more sustainable conference scene. Since the main goal is collective progress, it’s about how they’re jointly making progress, not about who is the most sustainable.

a registration methodology based on ESG guide lines, which broadly tracks progress. During the kick-off, founders Angelique Lombarts and Elvira Wilthagen talked about the structure behind the upcoming European guidelines and the associ ated CSRD registration obligation. The pair told participants about the 10 KPIs that they will monitor in the coming years. Holistic reporting system Participating venues will submit their data to the GSES system. Kelly Ruigrok, GSES’s CEO, demonstrates that the system’s holistic struc ture tracks and analyses data for a wide range of sustainability labels and certificates. The benefit is that participants can enter existing Green Key data into the system, which is then converted into a format suitable for CSRD reporting. Widespread support The VenueNL Sustainability Initiative is suppor ted by the ABN AMRO bank, the trade associa tion CLC-Vecta and the Netherlands Board for

RAI AMSTERDAM EQUALISES INTERN COMPENSATION FOR MBO AND HBO STUDENTS In a step towards more inclusivity and equality, RAI Amsterdam will be equalising the intern compensation for both MBO and HBO students starting in October 2024. All job applications will also be anonymous from this month onwards. With these measures, the Amsterdam convention centre hopes to contribute to a more inclusive labour market and demonstrates its commitment to fair appreciation for all interns, regardless of their level of education. The decision follows internal evaluations on the value of internships. “We see interns as full- fledged team members who bring innovation and creativity,” says Bianca Van den Oever, HR Manager at RAI Amsterdam. “Fair treatment and appreciation of interns at every level contributes to their development and to the success of our company. Moreover, we hope that this step will ultimately contribute to a more inclusive labour market.”

By Edwin Nunnink Photo Serge Ligtenberg

The VenueNL Sustainability Initiative kicked off on 20 September 2024, with a participant and partner meeting in RAI Amsterdam. Eight foun ding venues joined the Conference Matters initiative, in collaboration with ELAN - ESG in Hospitality and GSES, to monitor the efforts of Dutch conference venues regarding sustaina bility and to jointly strive for collective progress regarding environmental, social and governance guidelines (ESG).

For the same reason, the Amsterdam conven tion centre has started taking anonymous appli cations, meaning applying without a name and photo, so that candidates are assessed purely on their skills. RAI Amsterdam invites other companies to follow this example and reconsider the way interns are compensated. “We hope that this decision will have a positive impact on the well being of interns and that it will inspire others to put equal pay high on the agenda,” explains Van den Oever.

Substantiating sustainability improvement To guarantee substantiated sustainability im provement, ELAN - ESG in Hospitality developed

EMPOWERED BY

14

15

INTERVIEW

SUSTAINABILITY VENUENL INITIATIVE

'It's better to create your own standard'

ESG is gaining in popularity and is increasingly influencing business operations in the entire conference chain. However, the sector-specific interpretation of these regulations is still being developed. By acting as stakeholders in live communication today, businesses can ensure a workable, collective transition, according to Angelique Lombarts and Elvira Wilthagen. Last year, Angelique Lombarts wrote an article entitled ‘ESG is here and is here to stay’ for Con ference Matters international. The title makes it clear that introducing European regulations regarding environmental, social and governance is irreversible. Businesses have to record their ESG policy and report on it annually with the Corporate Sustainability Reporting Directives (CSRD). The exclusive this year is for listed companies. From the 2025 financial year, all large companies are obliged to publish an auditor-approved report in accordance with the European Sustainability Reporting Standards (ESRS) on top of their usual financial report. In this case, a large company has to meet at least two of the following crite ria: have a net turnover of more than €50 million, have more than €25 million on the balance sheet and/or have 250 or more employees. In 2026, the listed SMEs will also be obliged to report. Getting started as a chain This year, Lombarts urges companies and organi sations that do not fall into the above-mentioned categories to get started immediately. “First, By Edwin Nunnink, Photo Serge Ligtenberg

there’s chain liability, which means that compa nies obliged to report can request information about their suppliers’ ESG policy. At some point, it will surely become a requirement for doing business. There’s another important reason for chain part ners to act now,” says Wilthagen, together with Lombarts, founders of consultancy organisation ELAN - ESG in Hospitality. “The general regula tions have almost been finalised, but there’s still a lot of development to be done in the sector-specific interpretation. This is definitely a challenge in hospitality because you’re talking about a whole range of very different activities. If you act now, you can still have a lot of influence on the final sector-specific interpretation. It’s better to create your own standard than to have to conform to the general rules.” This also applies to individual companies in the chain, Lombarts and Wilthagen explain. The ESG transition - if you call it that - isn’t just a learning curve. As a leader, you can help establish the standard. “I’m convinced that this also has business advantages,” adds Lombarts. “Companies will be more likely to do business with you, especi ally the younger generation, which often prefers to work with a B Corp certified company. That’s certainly an advantage given the current tight labour market.” VenueNL Sustainability Initiative In the Netherlands, ELAN is co-initiator of the VenueNL Sustainability Initiative together with GSES, developer of an international sustaina bility performance monitor, and meeting plat

form, Publique. From November 2024, a number of leading Dutch conference locations will be measuring their sustainability efforts. It’s a multi-year project with a focus on collective progress. It assesses which of the ten theme specific standards in the ESG/CSRD benchmark the participants are jointly making progress, not who is the most sustainable. Existing legislation The first takeaway from this initiative is that companies already have a lot of the information they need, but it hasn’t been organised yet. In addition, assuming that companies will

face completely new regulations is a miscon ception, as ESG is based on a wide range of existing legislation. To support this statement, Wilthagen and Lombarts follow up with a spon taneous summary: “minimum Energy Label C for non-monumental buildings, GDPR, HACCP, pro visions in various collective labour agreements, the whistle-blower scheme, CESOP, etc.” Even more important is Lombarts’ preferred topic: the number of women CEOs. Since the gender quota hasn’t changed much in practice, the Nether lands has had the Diversity Quota and Targets Act since 2022, which states that at least one third of the supervisory board must consist of women

and at least one third of men. “In our country, the quota is limited to the supervisory boards of listed companies. In that regard, the Netherlands still lags behind bordering countries Belgium and Germany,” Lombarts notes. There’s no legislation yet, but the ELAN founders describe a development that throws a shadow: ‘true pricing’. The aim is to show the hidden costs of products and services by factoring their impact on the environment and society in the purchase price. “That could come into play when a participant considers coming to a conference. Does the price justify what I get from participating in the confe rence?” explains Lombarts.

'ESG is based on a wide range of existing legislation'

16

17

INTERVIEW

World Forum The Hague

Ready to host your next event!

ving. “For example, you can share a ride. And you can roster your people better if you know which time slots will be the busiest. Asking in advance how many participants plan to eat and what they want to eat helps reduce catering waste significantly. They can also order a meal, but must pay for anything additional. For example, you can spend the extra income on a donation, which will increase the acceptance rate. The most important thing is that you always explain why you’re asking or doing something, so that you can include participants in your objectives.” “Even when it comes to conference information and promotional material on the stands, it makes sense to ask in advance how participants prefer to receive their information.” Work-life balance A final theme Lombarts and Wilthagen want to address is work-life balance, part of the ‘s’ in ESG. Organisers and planners are high up on the list of stressful professions, and to keep the profes sion and the sector attractive for the new gene ration, a targeted policy is an absolute necessity. “Suppose absenteeism at your company is 10 percent, while the sector average is 4.9 percent. Then you really have some explaining to do,” says Lombarts. “It’s essential to understand how things work within your business. You need to be able to measure work-life balance, record how you can monitor this, and explain what you’ll do to improve it as a company.” The same goes for governance. Make an inven tory of your impact on the outside world and how you can contribute to society and your immedi ate environment. “You also do this together with your most important stakeholders,” Wilthagen and Lombarts conclude.

Elvira Wilthagen 'Ultimately, ESG is about developing structures and identifying opportunities and risks'

Angelique Lombarts 'First, there's chain liability, which means that companies obliged to report can request information from their suppliers' ESG policy'

World Forum The Hague is the premier international conference center located in The Netherlands. While having the capacity to welcome up to 5,000 guests, World Forum offers a personalized approach for both large-scale conferences and smaller business meetings or events. The perfect venue for your event!

Paper tiger? “Ultimately, ESG is about developing structures and identifying opportunities and risks,” says Wilthagen. “It’s all about better business opera tions. At the beginning, I also found it difficult to fully understand the ESG instruments, but now I see that they’re very cleverly put together.” Regardless of how logical and intelligent ESG is, the possibility of a new paper tiger, or in this case, a digital one, looms. “Maybe it feels that way in the first few years,” Wilthagen answers. “But once it’s set up, it’s not too bad.” She compares it to the introduction of HACCP, which she had to deal with as a general mana ger in the hotel industry. “At first it was quite a hassle, but then the checklists and useful tools arrived. Now it’s automatic in the sector.” Code of conduct If a company wants to get started with ESG, drawing up or updating its Code of Conduct is an excellent first step. To their surprise, the foun ders of ELAN discovered that many companies don’t do this. “You could say that it’s at the core of your busi ness operations. What do we stand for? How do we treat each other? You need to have a shared awareness of that,” says Lombarts. “And it’s low-hanging fruit,” adds Wilthagen. “You can use online examples from similar compa

nies as a basis. You’ll still need to check with employees about any changes or additions to your code of conduct. You have to do it together. However, there’s no need to reinvent the wheel, which applies to many things. There are many ways to record certain things.” Important conference themes For the conference industry, transport, catering and printing are important themes that should be at the top of the agenda. Such themes address how participants get to the conference as well as how to prevent food waste and unnecessary printing, the pair say. Scope 3 CO 2 emissions, or indirect emissions, often include these aspects, which are caused by the business activities of other busines ses, such as airlines. However, organisers can influence the situation, which is why a policy should be implemented. According to Lombarts and Wilthagen, it starts with a preliminary inventory of the participants, how they’re travelling and what time they’re arri

One of the largest auditoria of The Netherlands

Exhibition space

Exclusive use of the building & custom branding

Would you like more information? We’re happy to tell you all about it!

Visit: www.worldforum.nl Email: info@worldforum.nl Phone: +31 (0)70 306 63 66

'If you act now as chain partners, you can greatly influence the final sector-specific interpretation'

Attending from November 19 - 21? Meet our colleague Tamara at The Netherlands stand, booth F55.

18

BRANDED CONTENT

Renewed and sustainable Van der Valk Hotel Schiphol is a perfect fit

tive heat and cold generation is based on an all electric design with heat pump technology, consisting of a high temperature heat pump for heating and tap water and an air/water heat pump. “There is no gas connection at all. Heat generation is limited by focusing on maximum heat recovery from internal energy flows inclu ding the cooling and freezing technology,” the Commercial Manager proudly explains. The smart KAT system for heat recovery from kitchen exhaust air provides an energy reduction of +/- 40 percent. All the heat released by the refrigeration and freezer systems are put to good use in heating the domestic hot water. You are invited! “We are looking forward meeting you and be a dedicated partner in your successful congress, conference or business meeting”, invites Arjen van der Linden. “You and your (international) guests are our focus point, our Banqueting team en Events team ensure that you lack nothing. In addition to free parking, we also offer a free shuttle to and from Schiphol Airport.” Van der Valk Hotel Schiphol is a valued location for many large national and international companies. SHUTTLE BUS SERVICE Van der Valk Hotel Schiphol is centrally located and just 10 minutes away from Schiphol Airport. With a free Shuttle Bus Service for all your participants and speakers. Lower tax rate than Amster dam: Amsterdam applies a city tax of 12,5 percent. As airport hotel we only apply a tax rate of 6,29 percent. From the hotel it is only a 30 minute commute to Amsterdam city center.

Large hotel room capacity, excellent accessibility and free shuttle service Van der Valk Hotel Schiphol is not only the largest hotel in the Netherlands, but is ideally suited for multi-day (international) conferences as well, with sufficient room capacity to comfortably accommodate all participants. “As the largest hotel, we offer a unique advantage with suffi cient overnight accommodation and a more favourable tourist tax rate than in Amsterdam itself,” Arjen van der Linden emphasises. The hotel's accessibility is optimal with free ample parking and a free shuttle bus service for guests to and from Schiphol Airport. These logistical conveniences make it an ideal choice for both planners and participants of large events. Hospitality first Service is key at Van der Valk Hotel Schiphol, taking the hospitality one has come to expect from Van der Valk to a higher level. The possibility of full buy-out offers organizers exclusivity when they want it, and the flexible room configuration can easily be adapted to specific needs of each event. And most importantly, with a total price, organizers know where they stand financially at all times. Sustainable choice “Deciding on Van der Valk Hotel Schiphol as the venue for your congress or conference, is the sustaina-ble choice that will suit your overall Suistainable Developement Goals,” assures Van der Linden. The building was just renewed with a complete electric design for energy. Innova

der Linden shows. Four spacious lobbies all over 500 square meters, surrounding and connecting the meeting rooms, offer comfortable space for breaks or informal networking moments. The exclusive Shanghai Room, with its panora mic views, provides a special setting for board meetings or private dining.

Whether you need a quality space for a board meeting, a presentable room for your sales pitch or a top venue for your international conference: Van der Valk Hotel Schiphol is your perfect fit! This venue offers all Van der Valk Hotel Schiphol got a metamorpho sis and significant expansion in the past years. “We became one of the most important confe rence venues in the Amsterdam region: almost 5,500 square meters of room space and a new fourteen-story tower wing,” introduces Arjen van der Linden, Commercial Manager, with enthu siasm. Known for their excellent service and hospitality, this venue offers all: accessibility, capacity, state-of-the-art design, flexibility and quality hotel rooms at your conference site. “Even though we facilitate congresses and conference all the time, we are very considerate that yours is the important one for you. You can profit from our experience and facilities and we will do our utmost, meet your wishes and be that perfect fit!” Flexibly deployable function rooms The recently completely renovated business rooms at Van der Valk Hotel Schiphol feature sta te-of-the-art technical facilities, suitable for large plenary sessions to dynamic break-out sessions, or full-service meetings. “Our largest room, the New York, can accommodate 850 guests, ideal for large-scale events and keynote plenary talks. As well, our facilities are perfect for more intimate gatherings, with several meeting and conference rooms for smaller groups,” Arjen Van

High praised food and beverages With a dedicated food book, you can choose your taste from all standard assortment at very competitive prices. The hotel has two restaurants: a buffet restaurant for breakfast and lunch and a spacious à la carte restaurant with an attractive range of vegetarian options. “In addition, our Indian chefs specialises in authentic Indian dishes. Looking for something special? We have your back and offer full flexi bility, including the possibility of a buy-out,” knows Arjen van der Linden.

www.hotelschiphol.com

20

21

EVENT DESIGN

Daymakers Group - Royal Cosun anniversary event

Small touches can already create a 'wow' feeling

The staff play the leading role in a documentary. It has had several live premieres; there are events, training courses, online contact moments, newsletters, and more. “The multi mediality of content and campaign ensures a broad approach. The method used to deliver the content is just as important as the content itself. People are active on different platforms, and that’s where they need to get their content. You can’t address everyone in the same way,” says Van Wanrooij. An approach that conveys a personal character does not necessarily have to increase costs, he adds. “It’s mainly about actually listening to people, and listening is free. There are hundreds of thousands of ways to bring special storytelling to life, and that’s what we do.” In particular, combining physical and digital is the way to achieve greater reach and effectiveness. Digital tools let you easily enhance the experi ence and give it a personal touch. A digital journey is essential to involve the younger generation. Warming up Young professionals will join in more quickly if there’s something in it for them. They don’t consider being present at an event for a whole day as a particularly valuable use of their work

everyone feels seen and heard, they grow more connected to the organisation, brand and event. During its conference in 2023, the Ame rican Psychological Association took a unique approach. The motto ‘You belong here’ encoura ged participants to wear clothing that expressed their identity, such as nationality or gender. The organisation handed out large badges on which attendees could write their own messages. Bringing people closer Make sure people belong. There’s no one-size fits-all formula for an event that brings together thousands of people. “People want to feel con nected, which can be done by focusing on a sub ject that close to people’s hearts. We go quite far in this regard,” says Bart van Wanrooij, Managing Director at creative agency OVAL, which organi ses events for major clients like Google. He mentions the campaign with a strong ‘connect for real’ character for a large healthcare institution that is now being rolled out, which includes a number of live events. “The assignment was to involve all 5,000 employees in our transition to a different, futu re-proof healthcare model with an ageing society in mind. We’ve translated this into a multi-year campaign that strongly seeks connections.”

The more personal the experience, the greater the impact and involvement for visitors, allowing the message to stick better. This is essential knowing that the younger generation has different wants and needs.

By Evelien Baks

Like everyone in the room, shake hands with the person sitting next to you. Write down your own wish for the world on a string full of leaves. Attend a special meet & greet. Have a connec ting selfie moment. They are all sparks: sparkles of light-heartedness in the seriousness of an event. Take the concert that the British idol Adele gave in Munich. Fans saw their own message, ‘We love Adele, all the way from Vienna and Boston’, appear on a large screen with their photos and will remember this moment forever. This is how it can be when an event goes beyond a live performance. “Live communication is a very powerful tool that’s unfortunately underused,” explains Pieter Bas Boertje, CEO at Daymakers Group. “For 100 percent reach, it’s important to get everyone on board.” It’s about not leaving anybody behind. When

find anywhere else. They can meet speakers in person who they would not otherwise be able to meet,” says Van Hugten. “We often bring people together to plan a session. Or we ask for research and call for abstracts, with the opportunity of being selected for the programme. And once they’re together, we host a variety of social events, including networking opportunities, lunches, dinners, and coffee breaks. Of course, there is an app availa ble for each event so that people can communi cate, meet up and stay connected. This is how we create a community with personal added value.”

time. “Warming up is done digitally in advance, followed by a live meeting with clear added value,” explains Raya van Hugten, Director Institutional Division of CMI the Netherlands. “Planning an event often starts three, four, or five years in advance. That’s when it’s time to make the connection.” Part of the global MCI Group, CMI Netherlands organises live and digital international confe rences for clients in various industries. “The first point of contact is on the event website and then during registration. Visitors register because they can get content here that they cannot

'When everyone feels seen and heard, they grow more connected to the organisation, brand and event'

22

23

EVENT DESIGN

COLUMN

The African Way

In the week of August 18th, the first ever AIPC Africa Academy was held at the Cape Town Inter national Convention Centre (CTICC). The 25 percipients covered all functional areas – from sales to operations – allowing to exchange knowledge on the full convention centre value chain. It was also a unique opportunity to get a better understanding of the South African market landscape. Below are some key learnings. The events industry in South Africa is in good shape and is continuously increasing the quality of its services. While there are regional differences, South Africa has some world-class infrastruc ture, meeting the requirements of the most demanding customers. At the same time, the country does face several real and perceived challenges. The real challen ges are mainly related to ‘hardware’: the quality and reliability of energy supply, communication networks or transport infrastructure is not consistent throughout the country. The perceived challenges are a different story. Often based on completely incorrect information and amplified by mainstream and social media, the wildest stories go viral (e.g., civil war going on in South Africa). During a panel debate with three South African event organizers, other challenges became clear. Like long haul destinations like, for example, Australia, South-Africa is seeing lower attendance figures when it comes to international meetings, mainly related to travel costs, combined with an increased awareness around sustainability. This means that in order to attract more meetings, even more attention needs to go to the needs of the client and its international delegates. Obviously, this is something which can only be achieve if all parties involved closely collaborate. Interestingly, there was also a consensus that clients need more guidance when it comes to making their events successful, also on the financial front. So instead of asking a 120 percent service level at a 60 percent cost, it would be in the interest of all parties involved to make sure that there is a realistic view on expected outcomes and the services required for making this happen. Venues play a key role in this. Sustainability is another topic where clients and service providers need to come to clear agreements. For example: opting for water stations without cups, whereby delegates are expected bring their own refillable bottle, might sound nice but does not work as well as it sounds. There are of course opportunities as well. In an environment where values such as inclusiveness and community engagement are becoming ever more important, due to the rise of value-driven generations, the events industry has an opportunity to become an employer of choice, if – and that is the key success factor – the employers walk the talk. Another opportunity, specifically for PCOs, is to become a regional or even global centres of expertise and excellence. Technology now allows one to leverage the expertise of South African event professionals on a global scale, with the relatively low labour cost as a clear advantage. Already, South African companies are doing graphic design, registration, et cetera for event organizers globally, and this is expected to expand going forward. This can be of significant benefit for the South African events industry on different levels: from revenues generation to becoming a global knowledge hub. In short, the South African events industry is active and agile, seizing the opportunities as they come along and making full use of all the assets it has. This makes it a fascinating environment and provides a world of opportunities for upcoming talent. Events like the AIPC Academy are therefore necessary to bring all stakeholders together and learn from each other. We look forward to the next edition.

Raya van Hugten 'Planning an event often starts three, four, or five years in advance. That's when it's time to make the connection'

Marije Sant 'We're not changing the entire concept of a conference; that is the basis, but by adding small details, you can quickly create an experience'

Bart van Wanrooij 'The multi-mediality of content and campaign ensures a broad approach'

Limited means “There are options even with a finite budget,” says Marcel Dekker, Business Development Director at Kenes Group. “Of course, we try to make every conference an unforgettable expe rience for everyone involved, which can some times be challenging. Our conferences, which are generally for medical nonprofits, have limited resources, so we make due with what we have. We often plan field trips to hospitals and scien tific laboratories in the host city, which is espe cially exciting for young participants.” “We also hold networking meetings in the evenings, usually somewhere else than the conference centre. There are ‘Meet the Profes sor’ sessions where participants can talk to key opinion leaders in a more intimate setting. And we strive for interaction instead of the tradi tional lecture with a speaker. You can achieve this with large groups using technology such as voting rounds and asking online questions.” Wads of questions Marije Sant, Account Manager and Team Lead at Congress by design calls it ‘adding sparks’. “The traditional format of days filled with long presentations is a bit dull and outdated, espe cially for the future generation. They want variety and interaction.”

Congress by design has developed a meeting design tool for this purpose. It provides the means to organise a conference in such a way that goals are achieved and the conference makes an impact. “We’re not changing the entire concept of a conference; that is the basis, but by adding small details, you can quickly create an experience. They can really make a difference,” says Sant. She mentions the world map that the organiser hung up at the start of a conference. “Everyone could point to where they came from. That’s a networking moment right there. It’s classy and adds a playful touch to the standard half-hour of questions afterwards. If people write down their question on a piece of paper, crumple it and throw it forward, that’s also a nice touch.

We’re also seeing more gamification. We hold small competitions in teams during our confe rences. People invest time in conferences; there fore, you want them to feel like it was worthwhile.” Definitely paying off “That’s certainly important to the next gene ration. They no longer want to sit in a room all day and just listen; they want different things. Five to ten years ago, we were mainly concer ned with the logistics of the entire conference. Now the added value has become much more important. We have a workgroup looking at how AI can play a role in this. We now guide our clients much more towards strategic decisions about how to handle a conference, and that’s definitely paying off.”

TAUBIE MOTLHABANE CEO of Cape Town International Convention

Centre (CTICC)

CUDDLING PUPPIES Maintaining a personal touch as an event grows can be viewed as an additional challenge. NatCon had to come up with a new approach for a larger location while still creating meaning ful connections. It was inspired by the ‘Guiding Principles for Event Design’, a study by the PCMA Foundation, Storycraft Lab, Marriott International, and Corporate Event Marketing Association (CEMA). The exhibition floor was transformed into a successful place with all kinds of play and well ness areas, complete with pinball machines, video games, massage stations, and even puppy cuddling corners.

SVEN BOSSU CEO of the International Association

of Convention Centres (AIPC)

Comments? Send an e-mail to

conferencematters@zynchrone.com.

24

25