In today’s busy world, engaging and motivating your meeting and event guests is essential. However, leaning on best practices creates “better sameness”, resulting in disappointed guests. How do you ensure positive guest experience, brand alignment and business objectives are achieved?

In a session at EIBTM last year, Greg Bogue, an Experience Architect from Maritz Travel, answered these questions and helped attendees to understand the power of a single word and how it can define your event. If you’re interested in understanding the phases of the guest journey and how to design a successful event and experience using journey-mapping and guest-centered design, watch the full session on demand here.