Oneworld Relaunches Events Tool Amid Shift in Global Gatherings

Airline alliance Oneworld has announced a relaunch of its Meetings & Events sales tool, aimed at simplifying the organization of international gatherings. This move coincides with the release of a new trend report by Globetrender, which outlines seven forces expected to reshape global events between 2027 and 2030.

The Oneworld Meetings & Events service offers event organizers access to preferential fares across the alliance's 15 member airlines, connecting attendees to a global network serving nearly 1,000 destinations. The tool is designed for a minimum of 50 individually traveling delegates converging on a common destination. Organizers receive a dedicated booking link to share directly with attendees.

At IMEX Las Vegas, Roger Blackburn, Oneworld's VP Commercial and Loyalty, stated that face-to-face interactions remain highly valuable despite increased digitalization. "The best events create relationships, ideas, and opportunities that are difficult to replicate virtually," Blackburn commented. He noted that the Globetrender report reinforces the growing significance of global meetings.

The Globetrender report identifies seven trends shaping the meetings and events sector by 2030. These include the "Human Premium" as AI makes information ubiquitous, the "ROI of Presence" as rising travel costs necessitate proof of value, "Experience-First Events" drawing from festival elements, the "Destination as Content" where the host city becomes an attraction, "Geo-Compression" affecting travel possibilities, "Loyalty Ecosystems" creating integrated travel experiences, and "Meet at the Airfield" as airports evolve into meeting hubs.

According to the research, individuals are becoming more discerning about where they travel, whom they meet, and what they expect from a trip. This shift is driving changes in the global events industry, including the rise of experience-led conferences.