Data always has a better idea
Peter Heath, founder of Venue Performance, will be providing accurate event data exclusively for Conference News in 2021. Here, he sets the scene for what to expect.
In the past, the meetings and events industries have relied heavily on experience and past performance for growth. With meetings and events growing exponentially over recent decades, budgets have nearly always been written based on the 'more than last year' principal. While that is not entirely wrong, it is a little bit like slamming the foot to the floor on a car's accelerator and expecting it to go faster...
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