Because alcohol is a festive social lubricant, cocktail receptions are a fixture of many meetings and conventions. Instead of imbibing in a hotel ballroom, however, why not do so on a tour bus traveling the town?
Booze trails -- themed around local beer, wine, or spirits -- can be a great way to achieve everything attendees love about cocktail receptions while also keeping your program fresh and different.
"In 2013, American Express asked more than 2,000 U.S. adults if they would rather buy experiences or things. Seventy-two percent said they'd rather spend money on experiences," Successful Meetings reports. "A year later, in 2014, a related survey of American Express Travel Counselors found that 34 percent of their customers are seeking 'cultural immersion' above all else from their vacations."
Since then, interest in experiential travel and cultural immersion has continued to grow -- and booze trails fit the bill perfectly.
"Booze trails that combine local sites with local beverages are an increasingly popular way for meeting planners to satiate attendees' appetite for [cultural experiences]," Successful Meetings concludes.