It’s all about relevance! I participated in an industry meeting this month in Frankfurt and was asked what keeps me up at night and I answered, “staying relevant to our clients in an ever- changing technological marketplace”. It’s no longer just about finding hotel/venue options that fit a program, but chasing hotels to obtain critical information, comparing the options, and negotiating terms and conditions; something we’ve always done behind the scenes; but now are more relevant to today’s planners. In addition, the attendee of today has very different expectations and is looking for a “relevant” experience among other meeting requirements. Following Frankfurt, I travelled on for a GC team meeting and when I walked into our meeting hotel outside of Amsterdam my first impression was that they did a great job with being “relevant” to today’s market! Onward!