Northstar Meetings Group Partners With Cvent to Expand PULSE Survey

The benchmark research, launched in March 2020, will invite broader participation and significance through this new alliance. 

Attendees at CES 2022, held earlier this month in Las Vegas. Photo Credit: CES

Northstar Meetings Group today announced a partnership with meetings-tech giant Cvent, to expand the reach and value of its Meetings Industry PULSE Survey, launched in March 2020 to gauge planners’ actions and sentiments in response to the global pandemic. Effective immediately, the Northstar Meetings Group/Cvent Meetings Industry PULSE Survey will collect, analyze and report more timely data pertaining to meeting and event planner business activity and future expectations than any other research source in the sector.

Northstar and Cvent will distribute the surveys and analyses to their respective planner and marketer databases, tapping into the world’s largest pool of actively engaged meeting and event planners of all types. Already the most forward-focused barometer of planner sentiment, the Northstar Meetings Group/Cvent Meetings Industry PULSE Survey will continue to be a singular source of statistically significant data to aid buyers and suppliers of professional meetings and events in their planning.

The year’s first cycle of the Meetings Industry PULSE Survey is now open for planner responses. Results will be published on Jan. 27.

Previous Results
Findings from December’s PULSE Survey and earlier iterations demonstrate how planner sentiment has changed since the beginning of the pandemic.

“Planners need to know what other planners are doing and thinking. The PULSE Survey provides a statistically significant sampling of the largest universe of professional meeting and event planners,” said David Blansfield, executive vice president and group publisher of Northstar Meetings Group. “Through our partnership with Cvent, the survey’s relevance to planners and suppliers across geographies and meeting types will improve materially. Delivered in a timely fashion across every type of event, it serves as the defacto ‘finger on the pulse’ for the industry.”

“Throughout the pandemic, the one thing that remained constant was that our customers — planners, marketers, travel managers and hoteliers — were all looking to Cvent to better understand how the meetings and events industry was adapting and evolving,” noted Patrick Smith, CMO for Cvent. “To support this need, we delivered reports on group booking trends we were seeing within the Cvent Supplier Network and hosted countless webinars to share our robust insights with our customers. This year, we’re excited to continue these efforts and are proud to partner with fellow industry leader Northstar to further expand our reporting capabilities and share critical industry information. This enhanced PULSE Survey will help the meetings and events ecosystem plan, budget and manage their 2022 event strategies and drive recovery.”

In 2022, the Northstar Meetings Group/Cvent Meetings Industry PULSE Survey will be sourced, analyzed and reported eight times — six cycles will focus solely on professional meetings and events, and two will focus on group incentive travel programs. Survey results will be compared with previous data to identify shifts in the market.

For each of the eight reports, Northstar and Cvent will issue a press release highlighting key findings and providing links to the full reports. Experts from Northstar and Cvent also will be available to share research findings at upcoming industry events.

This research cycle is especially important: It will give us a 2022 benchmark to measure against as we rebuild our businesses and reassess our circumstances this year and beyond. Planners can take the survey now.

All answers remain anonymous and are used only in aggregate. Those who wish to receive the results prior to publication may provide an email address and will receive a personal letter with the new data and analysis. Thank you for contributing to this ongoing research; two minutes of your time benefits the industry at large.
PULSE Survey results will be published on Jan. 27. Follow Northstar on LinkedIn for updates.