Meetings Maturity Model Findings and Insights in 2024

Each year, BCD Meetings & Events surveys its account managers globally to assess the maturity of meetings programs across a range of organizations and industries. We survey more than 40 organizations with meetings programs that have a minimum of 100 meetings a year and spend over $5million. 

What is the Meetings Maturity Model?

The BCD Meetings & Events Maturity Model was established in 2019. It’s a valuable tool used to assess the maturity of an organization’s strategic meetings management program. The results allow us to benchmark an organization’s meetings program against similar organizations and track the success of strategic initiatives.  

What trends are we seeing?

• The drivers for having an established meetings programs are expanding. Cost savings and risk mitigation continue to be important, but other factors such as attendee experience and measuring the return of a meeting are catching up.  

• 87% of accounts are either ‘Performing’ or ‘Leading’ in levels of maturity. That is a 13% increase from 2023 – showing the success of business initiatives we’ve helped implement. 

• ‘Business Transformation’ is a key trend many organizations are focused on, and we’re partnering with customers to apply this to their meetings program. Through various initiatives, customers are able to lower operating costs, increase revenue, get better customer satisfaction and increase productivity.  

• Meetings team engagement is a core focus area for both us and our customers. Partnering together we can drive engagement activities through communications, team workshops, access to education and tracking of engagement scores. These help lower turnover and create happy and engaged teams ready to provide service excellence.  

• Business impacts affecting meetings programs today include: cost containment, inflationary pressures, leadership changes, organizational restructure and company performance.  

• Key meetings initiatives include: sustainability, creating a digital meetings platform, incorporating inclusive provisions for disability and neurodiversity and implementing a self-service small meetings technology. 

If you would like a complimentary assessment of your meetings program – please contact [email protected].