IHG Hotels & Resorts has partnered with the Professional Convention Management Association (PCMA) to enhance their on-site and hybrid events, providing education for their employees by developing a Digital Event Strategist Introductory Certificate Course for Hotels and Venues.

The company has also partnered with CVS to provide rapid COVID-19 testing at their events.

A 2021 PCMA survey found that 54 percent of event planners are looking at learning more about digital events, and around 50 percent are focusing on “designing digital event experiences,” many in Q4 2021.

“These partnerships come at a perfect time as face-to-face meetings are coming back through the rest of this year and into 2022,” said Derek DeCross, senior vice president of Global Sales, IHG Hotels & Resorts. “We are excited to welcome them back and wellbeing is our top priority. We are the first hotel company to partner with CVS Health and PCMA, and their expertise will help us better serve planners and our guests. We will continue to strengthen our Meet with Confidence program to provide industry-leading meeting and event solutions without compromising on the experience or flexibility that guests and planners need.”

IHG will be sponsoring the Digital Event Strategist Hotel and Venue Introductory Certificate Course created by PCMA, which will also be available to non-IHG teams through PCMA.

According to IHG, the course will help develop and educate hotel and venue teams with corporate and hybrid events, including: Supporting Strategic Hybrid Event Design, Design of Hybrid Events, Venue Readiness of Hybrid Events, and Audience Experience of Hybrid Events.

“The pandemic changed the way our audiences engage with business events, but not their desired outcomes from business events,” said Sherrif Karamat, CAE, PCMA president and CEO. “Reskilling is a real need for our community, and we are proud to be part of this important and collaborative program. Now is the time to safely get back to business, and collectively develop a plan for the future of the business events industry.”