Rob Davidson is a director of MICE Knowledge and the leading specialist in the Meetings, Incentives, Conferences and Events field in Europe. His main areas of expertise are conferences and business travel, and over the last fifteen years he has written widely on these themes. In addition to writing books, he regularly writes articles for the professional business travel and tourism press, including Conference News. Rob is regularly invited to speak at international conferences on themes linked to business tourism. At TEDxMRU, Rob is going to talk about the importance of Personal Branding for leaders of the future. Since 2002, Rob has been employed on a consultancy basis as Industry Analyst by Reed Travel Exhibitions, for whom he carries out ongoing research. At IBTM World in Barcelona each year, he launches his annual report, Trends Watch, on trends in the meetings and business travel industry worldwide.