MCG is pleased to announce our new business tourism study.

Phase 1: The North American Corporate and Association Meetings and Conventions Market

Phase 2: The North American Incentive Travel Market

Background and objectives. Business tourism—which encompasses meetings conducted by corporations and associations, conventions, incentive travel, and trade shows—has become one of the most dynamic components of the travel industry and the offshore component is sizable.

Our studies are designed to help destinations and travel companies understand the opportunities associated with this complex and competitive market. Each phase of the study:

• Estimates the size of the relevant North American business travel market.
  
• Examines the corporate decision making process and buying behavior for business meetings and conventions, or incentive awards.
  
• Assesses the current competitive position of key destinations.
  
• Determines subscribers' potential for increasing share of the meetings and conventions or incentive market.

Approach. Each phase of the study combines the cost efficiency of a multiclient study paired with custom analysis and recommendations prepared for each subscriber. MCG will combine secondary research and analysis with qualitative primary research as follows:

• Secondary research and analysis to document key trends and estimate the size and potential of the North American corporate and association meetings and conventions and incentive travel markets.
• In-depth interviews with corporate, association, and independent planners to better understand their destination selection process and perceptions of and experience with selected destinations, cruise lines, hotels, and resorts.

Deliverables. Subscribers are invited to purchase each phase of the study individually or both studies as a package. Both reports include:

• An executive summary.
  
• An estimate of the size and potential of the North American business travel market, and an assessment of the key characteristics and trends of the market.
  
• A special section containing the implications of the findings for the subscriber and a set of guidelines and recommendations to grow their share of either the meetings and conventions or incentive travel market.
  
• An appendix documenting the methodology and a roster of interviewed sources.

For further information on project scope and pricing, please contact Noelle Weyer.