Industry Stage

Disruption: Your Journey from Now to Next

Speaker Name: David Nour, CEO, The Nour Group
Session Date / Time: Sunday 26-Jan / 11:30 AM – 12:00 PM

Most management leaders would agree that to remain relevant, they must evolve – themselves, their teams, and their organization. The travel industry has changed drastically in the last decade and if you are not evolving you will be left behind. After all, their clients and competitors certainly are. With ever increasing demands in data analytics, social, mobile, cloud, NPS, Sentiment Analysis, and soon to join the party, AI/Machine Learning, Blockchain, and Cryptocurrencies, doing more of the same will no longer suffice. Although disruption is interesting and even sexy to talk about, it’s a complex topic. And particularly challenging for mature organizations in mature industries. We believe it to be a journey, from Now to Next involving a stair step to Iterate – Innovate – and Disrupt. In this session, we’ll discuss the fundamental flaws in the association management business model in a dynamic and highly agile market, opportunities to scale and create new profitable revenue and growth avenues, the critical need to pivot ahead of market demands, and the ever-increasing impact of technology combined with customer- and member-centricity.

Join senior leadership/board advisor, best-selling author, and international speaker, David Nour, as he shares insights from his foundational work in Relationship Economics, and case studies from his most recent book, Co-Create (St. Martin’s Press), on the fundamental need to evolve to remain relevant. In his candid nature, with his (appropriate) humor, and thought-provoking delivery style, David engages his audience with both extensive due diligence in advance of his keynotes, real-time interactive polling during, and food for thought on what each attendee needs to think and do differently when they return home. Come see why Global Gurus just named David as one of the top 30 Leadership speakers in 2019 and why BookAuthority called Co-Create “one of the top 10 best new business strategy books!”

The Art & Science of Incentive Travel

Speaker Name: Andrew Clark, President BI Worldwide Canada
Session Date / Time: Sunday 26-Jan 2:00 PM – 2:30 PM

With so much emphasis being placed on showing a return on investment, this session will help you understand what results protocol and rigor needs to be put in place from the very start when designing incentive schemes and travel programs. Come prepared to learn about how you can implement behavioral economics mechanisms and levers prior to your program, as well as during its operation. We will share how these techniques are used across the globe through business cases and best-practice sharing.

Hacking Human Software to Drive Desired Participant Behaviors

Speaker Name: Paul Hebert, Vice President, Individual Performance Strategies
Session Date / Time: Sunday 26-Jan / 2:45 PM – 3:15 PM

Human beings are hard wired to think and act in specific predictable ways. Unfortunately, those ways aren’t always rational. But, knowing how human “software” works (ie: psychology) allows an incentive program designer to leverage specific behavior triggers that will nudge your audience in just the right way to achieve your goals. Attending this session will introduce you to System 1 and System 2 thinking and decision biases and psychological triggers that act on us every day since we’ve been caveman and cavewomen – guiding our decisions. Even if we don’t know it’s happening. Want more people to achieve goal? Think about leveraging social proof showing others hitting their objectives. Why simply asking for a commitment can increase program goal attainment by 70%! Every client wants higher performance – you can “hack” your participants into it.

Know what goal-gradient effect is? Well, if you come to the session, we’ll show you how to use that get your program participants to achieve higher performance levels!

Make a trip more memorable by using a simple technique made famous in the OJ Simpson trial.

If you can structure your program to take advantage of System 2 thinking you can drive more participation, higher performance, more program engagement and better outcomes for your client. And avoid being eaten by a saber-toothed tiger. That will make sense if you attend the session – trust me.

Do you know why you should attend this seminar on brain hacking? You should attend because these techniques are proven, scientific ways to influence your audience’s behavior. And for the record – there is a hidden influence trigger in that sentence. Learn about it in this session.

Designing Your Next Incentive with Your Attendees Wellbeing in Mind

Speaker Name: Rachel Riggs, Executive Manager, Tourism Vancouver
Session Date / Time: Sunday 26-Jan / 3:30 PM – 4:00 PM

In today’s world, attendees want to attend incentives, meetings and events, however, they examine how their attendance can take them off balance in terms of the wellness regime, how it will interrupt family time and if they can really afford the time out of the office. Today’s attendees really ask these tough questions and say to themselves – Is the time worth the time investment? Sometimes they simply can’t afford it. If you are going to attract the next generation of attendees, you must start with this mindset in the planning phase.

Leveraging Diversity & Inclusion for True Hospitality

Speaker Name: Julia Hodum Manager, Diversity & Inclusion and Talent, IHG Hotels & Resorts
Session Date / Time: Sunday 26-Jan / 4:15 PM – 4:45 PM

Through this interactive session, learn how IHG harnesses the power of its diverse workforce to build a culture of inclusion for its colleagues and guests.

Designing and Innovating Incentive Travel Programs

Speaker Name: Elliott Grant, Director of Incentives, Top Banana & Anthony Kelly, Head of Marketing, Penguins / DRPG
Session Date / Time: Monday 27-Jan / 2:00 PM – 2:30 PM

Whilst many incentive programmes include elements of CSR and sustainability, it’s time for the industry to step up and make a real impact. Adding minor elements into an itinerary, just to check off a CSR or sustainability tick box, is no longer enough.

Delegates are now looking at incentive experiences as opportunities to make a difference and impact to the world around them. With incentive trips venturing more and more in to developing countries, we need to start pushing the boundaries and really thinking about how we as an industry, and the delegates as part of their experience, can help leave a positive, meaningful legacy to the communities and destinations we visit.

After an initial scene-setting, we will split the group into small teams and encourage working together to share ideas, best practice and collective years of experience on how to leave an impactful legacy on the destinations we run incentive trips. After a group sharing discussion, the participants will be provided with their own checklist, to complete themselves, highlighting the ideas and areas they think they can take away and put into practice.

This can be simple practices such as providing all guests with a water bottle and providing water stations throughout a programme negating the need for any plastic bottles on an entire trip. At the other end of the spectrum, it can using the build up to a trip to raise money and resources to facilitate a project while on the trip (e.g. painting a school, installing solar panels etc) and then facilitating an ongoing link with that project to create a legacy that far outlives the trip itself.

The goal of the session is to come together as a group, share ideas and leave equipped with new and exciting ways we can put ideas into action on their next project.

Humanize to Monetize: Creating Experiences with Purpose to Drive Business Growth

Speaker Name: Cate Banfield, VP, Solution Design & Strategy, BCD M&E & Judi Froehlich, AE, BCD Meetings & Events
Session Date / Time: Monday 27-Jan / 2:30 PM – 3:00 PM

Incentives, like any other product, need to be relevant for an individual to buy into them. Audiences should be motivated to participate, and that motivation is driven by their individual wants and needs – personas and audience segmentation can be keys to that discovery.

At its simplest, audience segmentation is an analysis of your audience (or potential audience) – a research project. The goal is to identify commonalities amongst your potential attendees and create “personas.” You then use those personas as a compass for your event design, aligning your efforts to them from the get go.

Personas and audience segmentation are tools that can help you leverage the power of face-to-face interaction, and they don’t need to be complicated to pay off. Start with what you know – simply make time to analyze the data you already have (about your audience, your culture and your previous events) and organize it into defined segments to put your event on the path to success.

By understanding the motivators and needs of your key audiences, planners can leverage this knowledge in defining every element of the program. Attendees see what’s in it for them, they are moved to action to attend, and they arrive with expectations and an open mind ready to interact with your content. This translates to higher return on engagement and objectives, and is a harbinger of return on investment, as well.