The corporate seminar market - France

The French corporate seminar market, part of the "MICE" (Meetings, Incentives, Conferences & Exhibitions) industry, experienced a major slowdown due to the COVID-19 crisis, recording a drop in sales of over 50% in 2020. After a difficult period, the sector has shown signs of recovery, with sales estimates for 2022 reaching around 9 billion euros. The pandemic has stimulated greater adoption of digitization within the industry, including the rise of virtual and hybrid events, although face-to-face seminars have retained their importance, with 80% expected to continue in this form after the crisis, according to Châteauform'. Demand for corporate seminars is linked to the financial health of companies and a growing need for networking and team-building, particularly with the spread of teleworking.

Despite the financial constraints caused by the pandemic, the need for in-person seminars as a management tool has persisted, with companies opting for shorter, more cost-effective and local events. Market segmentation includes various players such as event agencies, leisure travel agencies, specialized digital platforms and niche operators.

Regulations require seminars to comply with labor law, particularly with regard to compulsory attendance, counting seminar time as working time, and accident coverage. In particular, the organization of trade shows, conventions, conferences and meetings, classified under NAF code 82.30Z, saw a resurgence in 2021, with salaried staff up 8% and company headcount up 11.5% on the previous year.

Demand analysis for the French corporate seminar market

The French corporate seminar market, a dynamic segment of the MICE (Meetings, Incentives, Conferences & Exhibitions) industry, features a rich tapestry of events including trade shows, conventions, conferences and corporate meetings. Until the advent of COVID-19, this market enjoyed steady growth, with the organization, promotion and/or management of these events generating an annual growth rate of around 5%. Attendees at these events come mainly from France, around 89%, while international participants account for the remaining 11%.

The majority of events host fewer than 250 participants, indicating a preference for more intimate gatherings that are likely to be genuine seminars rather than large-scale congresses or exhibitions. A significant proportion of these events are organized in the economically dynamic region of Ile-de-France, which attracts around 32% of all participants and generates substantial economic spin-offs estimated at over 4 billion euros.

Looking at pre-pandemic data, the French business seminar market looks quite promising. For example, the economic impact generated by event production companies is estimated at around 16.8 billion euros, while indirect "tourist" spending by participants contributes 15.2 billion euros for host venues.

Looking at the reasons for participation, we see that French participants place almost as much importance on networking as on event content, with networking and content being key motivations for 46% and 50% of participants respectively. Notably, for international participants, the preference goes significantly to content, influencing over 82% of their decision to attend.

When it comes to organizing these events, the majority of companies - over 80% - prefer to manage their seminars themselves. This trend suggests cost awareness, or perhaps a desire to retain tight control over the organization of the event. However, the use of specialist companies is not uncommon, particularly for larger or more complex events where professional expertise, an extensive address book and a hands-off approach to logistical challenges can prove advantageous.

Demand behavior indicates that the French corporate seminar market is not only driven by business needs, but also by social and economic factors, proving to be a key driver of growth.conomic factors, proving to be an essential tool for management, integrating employees, reinforcing corporate identity and communicating corporate strategy. However, with the severe impact of COVID-19, the sector saw a steep decline of over 50% in 2020 before showing signs of recovery in 2021.

Spotlight on key players in the French corporate seminar market

The French corporate seminar market boasts a diverse mix of companies catering to the diverse needs of businesses looking for professional event solutions. Dissecting the market landscape, several leading entities stand out for their contribution and specialized services in this dynamic sector.

GGL Events Groupe is the giant of event organization, renowned for its comprehensive range of offerings from venue management to full implementation of trade shows, conventions and a host of other occasions. The company's extensive capabilities make it a partner of choice for companies looking for a reliable partner in event organization.

On the digital front, Agence Lully stands out for its technological approach to seminar management. It has designed a digital platform that allows companies to control the running of the event from their smartphone, guaranteeing personalized experiences thanks to features such as real-time modifications and photo sharing.

For companies looking for a luxurious setting for their corporate seminars, Chateauform' offers high-end residential seminars in exquisite locations, mainly in France. The company mainly attracts international clients and large multinationals, but also extends its reach to small businesses.

Specialized digital platforms such as Séminaire.com and Rêvez d'ailleurs are carving out a niche for themselves by offering unique venues and turnkey solutions tailored to corporate needs. These platforms excel in offering atypical, customizable venues that can elevate the seminar experience to new heights. Travel agencies also play an important role in this sector.

With heavyweights like Club Med and Pierre & Vacances, companies can expect a mix of leisure and business-oriented services.

On the other hand, agencies such as American Express and BCD Travel offer streamlined business travel options capable of facilitating the logistics of corporate seminars.

In addition to these giants, matchmaking platforms such as Séminaire Collection and SBE bridge the gap between event organizers and venues, offering selections tailored to different tastes and needs.

Finally, Comet Meetings, a start-up that is making waves in the sector, is posting an impressive growth trajectory by offering versatile meeting and seminar spaces that meet the demands of modern businesses.

Each of these players, with their unique specializations and innovative approaches, contributes to the richness of the French corporate seminar market, ensuring that companies can find the perfect match for any seminar or corporate event they envisage.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 16/02/2023

Summary and extracts

List of charts

• Sales trends for trade shows, conventions, conferences and meetings
• Share of spending on MICE-type business events
• Breakdown of corporate events by event type
• Why do French participants go to a corporate or institutional event?
• Why do foreign participants come to a corporate or institutional event in France?
• Detailed reasons why the French go to a corporate event
• Detailed reasons why foreigners go to a corporate event
• Comparison of trade shows, conventions, conferences and meetings between 2019 and 2020
• Growth in sales and number of seminars organized by Châteauform'
• Estimated sales for the MICE industry
• Percentage of companies organizing their own MICE events
• Growth in the number of companies in the trade show and convention organization sector
• Change in the number of employees working in the trade show organization sector
• Origins of participants at corporate and institutional events in France
• Breakdown by size of corporate and institutional events hosted at event venues