As an agency owner that serves the travel, tourism and hospitality industry exclusively, I have been tracking the data on when face-to-face group meetings and conventions will return. My clients depend on it! The good news is face-to-face events will return. The better news is innovation is happening at a rapid pace in the meetings industry and you will see many virtual features that have become popular during the shutdowns stick around as new hybrid formats are created. If you or your clients have been resisting the investment in virtual events, now is the time to get serious about adding them into your marketing mix.  Here are some data points that we have been tracking that tell us this makes good business sense. First, the sentiment of the American Traveler is telling us it will be a slow rebuild for face-to-face events to be at the level they were pre-pandemic. A few highlights from Destinations Analysts Coronavirus Traveler Sentiment Index Report from December 15, 2020: 74% of American Travelers say they will not attend an in-person group meeting or convention until the Coronavirus situation is resolved.  Only 24% of American Travelers say they have plans for in-person group meetings and conventions in 2021 53% of American Travelers say they will not feel comfortable going to an in-person group meeting or convention until sometime after September 2021  If you or your clients are counting on adding events back into the mix in 2021, be prepared for fewer event options and lower attendance. Many projections are targeting 2024 and 2025 for a full return, if live events and meetings are an important part of your marketing mix waiting four years is likely not the best option. Benefits [...]