I love spa conferences!
They’re a fantastic way to catch up with colleagues, trade war stories and gather market intel. But with the cost of attending them and the sheer number of events each year, many are becoming outmoded.
Connections and information are at our fingertips thanks to a flatter world and a global industry that’s matured significantly in the last decade. And yes, we have spa conferences to thank for that.
While there’s still a need for exhibitions to connect brands with potential distributors and buyers, this is increasingly only relevant in emerging markets.
The content of conferences is debatable too. A decade ago, we never questioned the experts put in front of us. I pity guest speakers now as they’re bound to be talking to an audience that’s as knowledgeable, if not more informed, than they are.
We’ve become more discerning and demanding about information and connections. We only want to be dealing with the decision makers and more often than not, it’s not a challenge for us to find out who they are and how to get to them. We want fresh insights that have never been heard, published or shared. We want to be entertained, inspired and moved.
The likes of Global Spa & Wellness Summit understand this acutely. That’s why the organisers continually endeavour to introduce out-of-the-box thought leaders/speakers and transferable case studies to its annual summit.
Simply put, for conferences to be viable, they have to be several steps ahead of the industry. Ultimately, they have to not only connect, but challenge and change us.
Contact Jeff Matthews
Email: [email protected]