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    RESEARCH: Global Exhibition Industry Survey (GEIS) 2016 Report

    Released in March 2017
    GEIS 2016 results. Some highlights:

    • IT has been increasing in importance for companies as well as the industry as a whole over the past few years. It is recognized as the lowest performing focus area currently, but rated the highest focus area for the future. Products/offers continues to be the number one focus area for both the industry as well as individual companies.
    • The industry has not yet been able to identify a clear path in terms of new digital offerings with a substantial number of companies stating that their organization has already hired people or shifted internal resources to address the issue of digital innovations, even without clearly defined outcomes.
    • Survey results reveal that ‘Digital Innovations’ are considered to be the most important area of transformation in our industry, particularly for our colleagues in North America.
    • It is assumed that it will have a considerable impact on the way business is done in the exhibition industry in years to come, but even more so what business models will look like for the industry.
    • Every company needs to develop a clear understanding of what customers value, and correspondingly, what can be charged for digital offerings. In order to be able to do that as an industry, we need to adjust our overall strategy and develop a clear plan toward digitalization with measurable results.
    • Companies have a number of different objectives when implementing digital strategies of which ‘profitability enhancement’ was only ranked 5th in importance. ‘Shrugging off competition’ is not considered to be a major objective of digital strategies either.
    • Sticking to core capabilities seems to be the preferred choice, yet in order to be able to better serve customers, organizations certainly try to enrich their digital offerings, even if that means crossing paths with companies whose business is mainly digital today.

    If you have any questions about any specific topic in the report, or are interested to receive a more detailed report (complete segment-views, etc.) please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it.

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