New from Marriott Hotels: a concept called Meetings Imagined, designed to make the meeting planning process more visual, social and purposeful.

According to news from Marriott International, planners can go online to get expert tips, learn about the latest trends and see hundreds of images meant to spark creative thinking. They can then work with participating test hotels to design events.

The five test hotels are the Atlanta Marriott Marquis, Chicago Marriott O’Hare, Tysons Corner Marriott near Washington, D.C., the Gaithersburg Marriott Washingtonian Center and the Orlando World Center Marriott. 

The concept is also available in Europe at the the Amsterdam Marriott Hotel, London Marriott Grosvenor Square, Munich Marriott Hotel and Paris Marriott Rive Gauche.

Meetings Imagined, Marriott officials say, is the result of research showing shifts in how next-generation customers work collaboratively and use technology.

After speaking with customers and examining the 40,000-plus meetings at Marriott hotels each year, seven purposes emerged: celebrate, decide, educate, ideate, network, produce and promote.

Meetings Imagined is Marriott’s attempt to go beyond the usual focus on dates, rates and room layouts. It’s intended to take a holistic approach to events, honing in on the specific purpose of the meeting to create a more engaging experience.

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