Meeting Modern Demands
Jean Martinson
Jean Martinson How gender has shaped companion Programs
By: Jeanne Martinson
As we toured the Hotel Monteleone in New Orleans, scoping out facility possibilities for a financial conference that was scheduled the following December, my husband commented, “What will we do with the wives?” Married to a diversity strategist, he should have known better – alas, he did not. Standing in the corridor next to the Vieux Carre meeting room, I felt the need to drag him into the 21st Century. Later, though, I contemplated the impact of gender on how meetings are planned.
“Wives?”
In the early 1970s, my parents attended a financial conference in Montreal, where my father represented the credit union for which he served as president. My mother accompanied him and had a wonderful time. Her days were full of cultural touring and shopping, every moment scheduled as part of the “wives’ program.” My father, in meetings during the day, met up with her for the evening’s festivities. All the delegates were men and all those accompanying them were women. Back then, the “wives’ program” made sense.
That was 1970. Forty years later, the majority of conference attendees might have someone with them but not necessarily their spouse. Others might have another family member or even a support staffer.
Not too long ago, meeting planners tossed the word “wives” for a more inclusive “spouses” program, which introduced the possibility of a male spouse, same-sex spouse or a common-law spouse. However, for many conferences, the essence of the alternative program did not change. The premise being that the attendees were still primarily male and female spouses were more likely to travel with male attendees than the other way around. Often, the female characteristics of the spouses’ program, combined with the fact that many male spouses were also working full time, created a spouse program dominated by women attendees. Today, 60.8 per cent of women are in the workforce (compared to 72.3 per cent of men) and if they are accompanying anyone to a conference, they may be looking for a much different experience than their predecessors.
Every association and company is different regarding the diversity of their conference attendees, however some keys elements might be of value to consider when planning the elusive companions’ program:
Why are they accompanying the conference attendee? Historically, women attended to have time with their spouse in a social environment, escape the bonds of household and child responsibilities, socialize with other women and travel to new or favourite places.
For some women, all of these reasons still apply, but equally valid is the impact of life schedules on dual-income couples. As a road warrior professional speaker married to a road warrior CEO, I look for opportunities that I can be with my husband on the road. When we are at home in our respective offices we are heads down to the grindstone, so we look forward to opportunities to travel together and be with each other away from home.
What do women want?
Historically, like my mother, shopping and cultural outings were desired and appreciated. Today, a travelling companion is more of a Do-it-Yourselfer when it comes to their time.
Location
Sometimes we do not consider location a major factor when planning a conference, either because registrants consistently attend regardless of the location or we keep them down in windowless convention rooms so it wouldn’t matter if they were in Las Vegas or Fort McMurray. Locations that play to a Canadian’s desire for a warm winter holiday are very appealing should conventions be scheduled in the winter months.
Technology
Often, resorts that host conferences in their off seasons cater to guests that are there for the sun, golf or ski. The Do-It-Yourselfer companions, however, are as likely to want to work in their rooms online as go off on a tour. Those 60.8 per cent of working women are more likely than ever to be taking work along with them when they accompany someone away from their home city.
Open Season Amenities
The first morning of a conference for mineral exploration, my spouse kissed me goodbye and jauntily headed off to his conference in the convention centre across the street. I worked away on my new book in the hotel room. That was the day I discovered that the hotel we were staying in did not have room service nor did it have food service in the restaurant between 10 a.m. and 5 p.m. So, that meant I was not going to be working in my room, but rather I would have to be presentable and down to the dining room by 9 a.m. if I wanted breakfast. The brochure sounded very appealing: a resort in a majestic mountain valley, surrounded by nature and five-star accommodations. However, as it was between ski and golf season, many shopkeepers, and apparently chefs, were on their much needed vacations.
Exercise
“If I wanted exercise, I would have stayed home and worked in the garden!” My mother would have said if I had asked about the exercise amenities at the conference hotel in which she stayed. The Do-it-Yourselfer companion, however, is likely to want to balance those hours online with movement. The “DIYs” are more likely to want to know what the exercise options are, and then choose what is the most appropriate time and method for themselves. To appeal to this traveller, make sure all possibilities are scoped out so the companion knows whether to sacrifice that luggage space for her cross trainers.
The key to understanding the new travelling companion is that they are still more likely to be female than male; more likely to be employed outside the home than not; more likely to be in a role where they bring work along with them on trips; and more likely than ever to want to understand options and limitations – and to be aware of them before they arrive.
Jeanne Martinson is a professional speaker, diversity strategist and best-selling author on leading diverse workforces. She assists her clients in understanding diversity issues so they can attract, retain and engage their ideal workforce. • www.martrain.org