The Convention Industry Council (CIC) announced the launch of a research
study to quantify the time and cost inefficiencies of existing methods
of exchanging event specifications.
"In the planning process
for every meeting or event there are many transfers of information --
the event specifications, the BEOs, all the arrangements that need to
take place," said Kimberly Meyer, founder and principal of Chicago-based
Meetings Analytics and chair of the CIC's APEX Technology Advisory
Council. "Despite all of our technical advances this is largely still a
manual, paper, email, and even fax-based process, with a high level of
input and rekeying. Even though they're widely accepted, these business
processes are frequently inefficient and inaccurate. What this study
will accomplish is to accurately quantify the cost. We think this is a
multi-million dollar problem annually."
"Hoteliers and
venue operators in particular recognize that these processes need to be
looked at and quantified," said Karen Kotowski, CAE, CMP, Chief
Executive Officer of the Convention Industry Council. "That's why we're
thrilled to have the support and participation of Gaylord Hotels, Hilton
Hotels & Resorts, Marriott International, and Starwood Hotels &
Resorts. Our hope is that we can then begin to identify solutions
together through CIC's APEX initiative, and lead by the Technology
Council."
The Dick Pope Sr. Institute for Tourism Studies at the University of Central Florida will conduct the research.
Researchers
will gather data and conduct measurements inside the convention service
departments of the participating hotels. The study will analyze
processes from sales, through the planning cycle to the delivery of the
final product. Researchers will examine a variety of meeting and event
types and profiles, including private social functions, corporate
events, association meetings, and components of citywides.
"The
results of this study will be of broad interest to the industry," said
Meyer. "Whether your focus is more effective use of resources, improving
customer satisfaction, or implementing technology, you eventually end
up at this process. This study may give entire the industry a new way to
look at the problem and to work toward solutions."
Findings of the study are expected in the second quarter of 2011.