. GainingEdge launches research arm to aid meetings industry recovery | Meetings & Conventions Asia

GainingEdge launches research arm to aid meetings industry recovery

New research and analysis to help CVBs leverage local influencers to secure conventions.

GainingEdge Analysis & Research (GEAR) will help CVBs and associations understand how to harness intellectual capital to secure conventions.
GainingEdge Analysis & Research (GEAR) will help CVBs and associations understand how to harness intellectual capital to secure conventions. Photo Credit:Getty Images/NosUA

Global convention industry consulting firm, GainingEdge, has launched a new division, GainingEdge Analysis & Research (GEAR), investigating destination competitiveness, new forms of market intelligence and insights into the dynamics of the global meetings industry.

The goal: to give convention destinations a leg up on post-Covid recovery on the global stage.

Just last month, GainingEdge launched its third annual competitive index of international convention cities, with Paris topping the global list, followed by Singapore, while Bangkok experienced greatest growth.

GainingEdge CEO, Jon Sivertson, said GEAR was birthed to fill a research gap in both the convention industry and the association community.

“Our industry has never really had a dedicated research unit. We were struck by the lack of real quantitative analysis available to support quality decision-making processes [and] want GEAR...to be the go-to when people are focused on facts-based decision making," Sivertson said.

Heading up the unit is Milos Milovanovic, who said GEAR's next report will "have a big impact on destinations and how they go about pursuing international conventions".

“We’ve done a deep dive on the leadership of 3,500 international associations and developed a database of association board members and the cities where they live," he said. "From this research, we will be helping cities to understand how well they are doing in terms of the number of their local leaders who are active members in governing bodies of international associations."

According to Milovanovic, this will allow cities to understand how to better leverage local influencers to secure conventions and "help them in their recovery strategies as they pursue future growth".

He added: "Intellectual capital is a main driver of how conventions decide where to meet. We want to help destinations to understand how well they are harnessing that intellectual capital and to find quick pathways to the people they need to engage in the process of securing conventions.”

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