Lynn Logg leads corporate meeting and event planning at the Historic Hotel Bethlehem and the Historic Hotel Bethlehem Executive Conference Center. She plans more than 300 meetings and events annually at the boutique conference center hotel and has deep expertise in corporate, association, education and sports travel. She has more than 20 years of experience in the hospitality industry.

For corporate meeting planners, the word of the year is — reconnection. After years of social distancing and remote work, people are ready to reconnect. Though, they may not be quite ready to do that in large groups.

Corporate event destination teams have noticed a surge in interest in more intimate meeting venues. Kelly Ronalds, director of room sales and guest experience at Historic Hotel Bethlehem in Bethlehem, Pennsylvania says, “We’ve found people are more than ready to re-engage with their colleagues and look forward to getting together, but they are still hesitant to be in large crowds.” That’s one reason why Historic Hotel Bethlehem and its Executive Conference Center are experiencing record high corporate event booking levels that exceed even the best pre-pandemic year. Nearly two-thirds of the meetings booked there recently have been specifically designed for smaller groups.

Personal engagement and interaction are key

After enduring years of isolated work environments, people are hungry for meaningful human connection. Event planners have recognized that true relationship building doesn’t happen as well in a massive convention atmosphere as it does in a boutique meeting setting. “We have seen this to be especially true for companies booking the venue for training sessions where people need to connect on a deep level,” Ronalds says. “Planners have found people who attend in person events can concentrate better. They also report feeling more creative and energized.”

There are three main prongs to this “think-small” trend which all encourage reconnecting and engagement. First, large companies are opting to skip huge annual off-site meetings with entire workforces in favor of hosting several smaller meetings with individual teams or departments. Second, companies that have never had off-site events are exploring opportunities to bring remote or hybrid teams together. Finally, regional meetings are booming. Instead of planning national events such as an annual kickoff or year-end results meeting, companies are inviting key stakeholders and clients to regional meetings in convenient shoulder city locations that require minimal travel.

This trend is especially big among life science and finance companies

The small meeting trend seems especially prevalent among life sciences, biotech/biomedics, and financial companies. These businesses have discovered that boutique venues provide much-needed privacy. Historic Hotel Bethlehem recognized this trend brewing even before the pandemic and consulted with a well-known global life sciences company to meet the industry’s unique needs when it built its boutique conference center. A top request was for a secure IT infrastructure to host hybrid functions with both in-person and virtual participation opportunities.

Life sciences and financial companies appreciate that boutique conference centers allow them to “own” a space for the duration of their meetings. They don’t have to worry about trade secrets or data discussions being overheard in hallways or other common areas. Post-pandemic, meeting planners from these industries also appreciate that they can create their own flexible health and safety protocols.

Safety protocols remain important

The pandemic taught event planners that anything and everything can change in an instant. Working with a boutique conference center provides them with peace of mind that if another national health crisis or other impactful event occurs, that they can implement their own health and safety protocols.

Working with boutique conference centers allows companies to host a meeting and apply their own custom protocols. In a large convention space, one company may have strict health and safety protocols and another may have none. This can lead to conflict in shared public spaces.

Team-building events have become more important than ever

Controlling a space also allows organizations to embrace creative team-building opportunities. “We’re seeing a massive surge in events that want to provide reconnection opportunities. With more than a quarter of the U.S. workforce now operating remotely, it’s important that teams come together periodically to bond,” Ronalds says. Since pandemic restrictions were lifted, The Historic Hotel Bethlehem’s Executive Conference Center team has organized meetings with mixology classes, engineering projects with chocolate and candy, filling backpacks with school supplies for children in need, an escape room experience and bicycle building. Providing these creative activities in a warm and welcoming boutique setting increases participation and boosts creativity.

Teams also want to explore

Providing in-center experiences is no longer enough. Employees spent years cooped up in their homes and now they’re anxious to get out and explore new destinations. Experts have found that people bond best over shared experiences. So, with reconnection as the goal, out-of-meeting experiences are key.

Planners are choosing centrally located destinations where it’s safe and easy to walk to attractions, restaurants and other entertainment opportunities. It is clear that experiences, engagement and safety are driving the surge in boutique meeting venue bookings.

How to maximize your small meeting success

Pick a space where people will feel comfortable. Some people are still adjusting to post-pandemic life. Others may be immunocompromised or live with someone who faces health risks.

Choose a space that won’t get too crowded and where social distancing can be easily implemented. Don’t be afraid to ask about safety features in the destinations you’re considering. Staff from any reputable venue should be happy to answer all of your questions and work with you on a customized health and safety plan.

Hybrid options are still a good solution

Hybrid meetings and events are here to stay. A hybrid option allows for people who aren’t comfortable in groups or with traveling to participate. It also means you can be selective with your guest list. Key stakeholders who must be in every meeting session can attend in person while someone who might have to only attend one session can pop in via video.

Make sure your boutique venue has all the necessary tech and staff to offer hybrid options and an event recording. It’s also important to make sure there are no hidden technical or setup fees for hybrid and remote services.

Mix in some fun

If guests are going to travel, they want to have an enjoyable experience. Choose a meeting venue in a convenient location so they can walk to activities. Make sure your venue has a meeting liaison who can help you plan an itinerary that balances team building, fun and corporate needs.

Remember the basics

While the pandemic changed a lot, some cornerstone services of the traditional meeting planning model remain. For example, you can still work with a hotel to coordinate a discount room rate for your event attendees. Also, seeking a venue with attention to customer experience is key. Make sure there are quality F&B options that can cater to diverse dining. C&IT