Andrea Doyle’s path in journalism spans more than three decades and is woven intricately with stories of people, places, and the ever-changing meetings and events industry. Recently featured as a guest with host Seth Macchi, Andrea shared her fascinating career, powerful event anecdotes, and her astute observations on both present-day challenges and future opportunities for those shaping corporate gatherings.
This conversation isn’t just a look at Andrea’s impressive resume; it’s a compelling reminder of how storytelling fuels experiences. Community matters more than ever and staying up to date has never been so critical. Let’s explore some engaging highlights and meaningful takeaways that anyone involved in events can appreciate.
Andrea’s earliest event memory didn’t involve massive trade shows or business networking. Instead, she reminisces about being a child, bundled into a station wagon with her family for a trip to Radio City Music Hall to see *Mary Poppins*- not just a film screening, but an immersive show experience. The magic of that moment lit a lifelong curiosity for cultural discovery and adventure. Frequent family trips into New York City made the idea of exploration second nature and shaped her appreciation for travel, which would eventually fuel her journalistic passions.
Andrea notes that her own daughters, often tagging along on work trips, learned profound lessons from these journeys- skills and knowledge beyond what could be gleaned in any classroom. It’s a perspective that resonates: events and travel expand minds, cultivate empathy, and are deeply educational in their own right.
From a young age, Andrea was captivated by storytelling. Thanks in part to her father, a police officer whose tales from the job were a constant source of fascination. She gravitated toward journalism, enrolling at NYU and landing a New Jersey Press Association scholarship for her reporting on a local accident. Her “aha” moment as a journalist arrived on the momentous night the Berlin Wall fell. Watching people celebrate newfound freedom, Andrea decided she had to see Europe for herself. She backpacked through multiple countries, ultimately collecting her own piece of the Berlin Wall—a treasured keepsake that would remind her of the power of history unfolding in real time.
Upon her return, Andrea’s career path shifted when she answered an ad for an associate editor at Corporate Meetings and Incentives. Admitting she did not even know what “incentive” meant at the time, she landed the role, and, within two weeks, was asked to travel to Kenya for a story on safari incentive travel. Hooked on the experience, Andrea embraced a new passion: chronicling business events, incentives, and the stories behind them.
As Andrea’s career progressed, so did her focus. Gone are the days of frequent press trips, as her current work at Skift Meetings leans more toward business reporting and honing in on issues that shape the present and future of corporate gatherings. What remains unchanged is her zest for uncovering new angles, finding narratives that resonate, and continuing to learn from each story she tells.
Andrea observes that working within events journalism brings unique perks: ongoing education and never-ending variety. Where most people’s structured learning ends after college, those in the meetings and gatherings industry are consistently exposed to new ideas, skills, and sectors. Each day brings different stories—a fact Andrea relishes, recalling her recent coverage of sophisticated scams targeting meeting professionals.
One of the most dramatic issues Andrea has reported on lately is the rise in complex scams, often fueled by new technologies such as AI. She shares chilling examples: an experienced planner in Atlanta scammed out of $20,000, and another high-profile victim, Liz Lathan, who lost $40,000 after a minor email address discrepancy led to fraudulent transfers.
Scammers grow increasingly clever, employing tactics like replicating video calls with deepfakes of executives, pressing urgency, and even producing false tax documents and invoices. Andrea emphasizes that no level of experience completely insulates an organizer from monetary loss if the criminals’ schemes fly under the radar.
Her reporting doesn’t merely recount tales of misfortune; it serves as an invaluable warning and resource. Numerous planners have reached out to thank Andrea and her colleagues for exposing ongoing fraud, successfully dodging similar situations after being made aware of the red flags. The value of storytelling in journalism is on full display: by sharing what went wrong for others, future victims are spared.
When asked about the most significant challenge facing those planning events, Andrea points to the swelling tide of uncertainty. Regulations and fees- everything from tariffs to visa policies- shift rapidly. International attendance is more difficult to secure than in previous years, as lingering effects from the pandemic and stricter travel policies disrupt planning.
Additionally, the shadow of COVID-19 still looms, influencing how contracts are written and how far ahead organizations are willing to commit. The ground feels shaky; confidence isn’t as high as in the past. In response, event planners are demanding more current, practical information to navigate these hurdles.
So, what role does Andrea’s current work at Skift Meetings play in helping industry professionals adjust to these shifts? Education, Andrea says, is key. The team produces not only up-to-the-minute news, such as breaking stories on scams, regulatory changes, or significant trends, but also practical resources for organizers.
Toolboxes, idea lists, guides for CSR (corporate social responsibility) activities, themed event planning, and more are readily accessible online. An informative, free newsletter and frequent webinars keep the conversation going, while in-person forums and workshops (such as a recent focus on AI’s impact for event professionals) foster deeper learning and networking.
Andrea stresses that their journalism is only as powerful as its relevance to readers’ current needs. She welcomes tips and story ideas from planners, knowing that the most useful stories surface directly from the “frontlines”.
Artificial intelligence is a recurring topic at every industry gathering, conference session, and innovation lab. Far from wary, Andrea is fascinated by AI’s potential. She employs it herself, using tools to juggle headlines or overcome creativity blocks. Yet she is quick to note that AI will not replace human writers, at least not yet. Machines lack nuance, context, and occasionally get facts wrong.
In a memorable example, Andrea recalls a competition at PCMA’s annual meeting. One team planned a conference marketing campaign with AI’s help, while another relied solely on their own skills. The group without AI won, thanks to their understanding of both the topic (hearing science) and the host city (Miami). They landed on the theme “Making Waves in Miami,” cleverly tying sound and the ocean together. For all the convenience and speed of technology, Andrea says, nothing yet matches the power of human creativity and connection.
She also calls attention to the ethical quandaries AI can introduce, like in tragic cases where mental health concerns go unchecked in automated systems. Guardrails are needed, she insists, to make sure this powerful new tool is used responsibly.
Andrea’s years at the forefront of meetings journalism have taught her that the richest stories, and the ones that matter most, come straight from those doing the work. She regularly attends conferences and welcomes direct outreach, always asking planners what issues keep them up at night, what obstacles they face, and what would help them do their jobs better. Authenticity is key, and staying connected to the pulse of the community ensures Skift’s coverage remains relevant and admired.
Perhaps the most intriguing moment in her discussion is Andrea’s forecast for the next decade. She expects artificial intelligence to play an ever-bigger role, primarily in personalization: matching attendees with shared interests, enhancing networking opportunities, and ensuring everyone finds “their people” at an event. The days of awkward, forced networking could be numbered, as tech enables introverts and newcomers to connect meaningfully.
She also predicts a growing focus on environmental responsibility. In the years to come, achieving truly carbon-neutral events won’t just be optional, it’ll be a necessity. Furthermore, she sees gatherings shifting from one-time occasions to ongoing communities, facilitated by digital platforms that keep attendees engaged year-round.
Importantly, Andrea cautions against the pitfalls of “forced fun” and inauthentic networking. Planners must respect attendee preferences, offering more organic, tailored experiences that result in genuine connections.
Andrea Doyle’s journey is a testament to the enduring power of storytelling in shaping industries and building community. Her reporting bridges the gap between breaking news, practical guidance, and the human side of meetings and events. By amplifying voices from across the profession, she helps event organizers stay informed, prevent disasters, and imagine a more inclusive, personalized future.
If you’re not already following Andrea’s work, visit Skift Meetings online, subscribe to their newsletter, or join their next webinar. And if you have a story to share, she’s waiting to hear from you- because the best ideas, she believes, come from those living them.