Interview series "5 questions for..."
Saskia Klinder is revolutionizing the meeting and event business with Meetreet. The industry is changing: creativity, sustainability and conscious experiences are replacing sterile conference rooms and arbitrary standard formats. Meetreet has set itself the task of bringing companies and teams to places that inspire, connect and promote real innovation. In this interview, founder Saskia Klinder explains how her "Airbnb for B2B" is driving this change and why the future of event planning lies in co-creation and technology.
Saskia Klinder, founder and CEO of Meetreet
Brandcraft: How would you describe Meetreet in a few words, and what makes your service so unique and special?
Saskia Klinder: In a nutshell, we are the Airbnb for B2B. No more boring conference rooms, neon lights and the infamous dry cookie! We are the platform that finally gives companies access to places that not only bring teams together, but inspire them. Our vision? Courtyards, castles, seminar houses, tree houses, fincas - places that inspire and connect teams. Within 10 minutes, companies can find the perfect location for offsites, workations and meaningful meetings. But we don't stop there. Our mission is to become the leading digital platform for conscious event management.
In my imagination, the Meetreet AI becomes the central companion for every event planning. It asks: Where is your team located? Which location is ideal as a meeting place? It takes into account parameters such as travel time, sustainability and individual team goals. As soon as the AI suggests a suitable location, hoodies or backpacks, the process continues: Do you need a coach for your workshop? Or perhaps personalized hoodies or backpacks for the planned hike? Our platform will guide you through every step - efficiently, individually and fully tailored to your needs. In our marketplace, we have the customers (Work & Social Community) and the hosts (Host Club).
Brandcraft: How have inquiries changed since the pandemic, and what trends are you currently observing in the meetings and events sector?
Saskia Klinder: Meetings without added value are canceled in presence. The result? Fewer meetings, but much more focused and intensive. The biggest trend is clear: workstations and team offsites. Companies have recognized that teams that experience new environments together become more creative and productive. Statistics show that teams with regular team-building activities are around 15 % more creative and increase their productivity by up to 20 %.
Offsites are no longer a nice-to-have, but a decisive success factor for commitment and innovation. I love hearing from teams who say: "We had our best ideas around the campfire in the evening" or "The yodeling workshop in the meadow really changed us as a team." That's what it's all about: the CEO sleeps in the van, tipis and yurts provide variety - surpassing yourself is what counts.
At the same time, we support our hosts. The Meetreet Host Club is a platform for further training, exchange and honest feedback. Hosts learn how they can make their offerings fit for the future - with authentic concepts, technical know-how and a deep understanding of the needs of their B2B guests of tomorrow.
"As a future shaper, I see my role as redefining the industry. I want to show the hospitality industry that it can be proud of itself..."
Brandcraft: What kinds of venues and partners are you looking for, and what criteria are particularly important to you when curating?
Saskia Klinder: We look for places that touch and inspire people. Farms, castles, seminar houses - not interchangeable conference hotels, but places with heart, character and history. Our focus is on hosts who are more than just landlords. They are co-creators who make extraordinary experiences possible with passion and commitment.
An ideal host? Someone who not only provides rooms, but also actively supports: with creative ideas, personal commitment and a keen sense for something special. Authenticity is the key element here. It's not about perfection, but about identity. Whether breakfast is prepared together in a country kitchen or the best ideas are born in a tree house - anything is possible when a place is authentic.
Sustainability is also very important to us. Many of our partners consciously work with local producers and caterers. It's not about doing everything ourselves, but about using existing resources wisely - ecologically, socially and sustainably. We look for places that convey the feeling of a "home away from home" and offer teams an atmosphere in which they can grow and connect.
Brandcraft: What specific challenges do you see currently facing the meetings and events industry?
Saskia Klinder: Ultimately, you need a clear attitude and the courage to break new ground. It's not enough to simply package the "dry cookie" in a prettier way. Hosts need to set new standards with passion and creativity and actively involve their teams in designing innovative processes.
One of the biggest challenges I see is the lack of integration of technology. There are still hotels that are convinced that direct booking processes cannot work in the B2B sector - something I find completely incomprehensible. Technology is not a substitute for personal service, but a tool to make processes more efficient and customer-friendly. Without this openness to digital innovation, the industry will lose touch with the expectations of modern companies.
Brandcraft: Wow, and what motivates you personally?
Saskia Klinder: As the founder, I see it as my responsibility to build bridges - between the event industry and hospitality, between technology and real human encounters. My aim is to create spaces - both physical and emotional - that inspire people and allow their potential to unfold. It doesn't matter to me whether it's a luxurious villa or an honest farm with sheep. It's the togetherness and authenticity that count.
I am convinced that what matters is not where we come from, but where we are going - and how we shape this path together. As a future shaper, I see it as my task to redefine the industry. I want to show the hospitality industry that it can be proud of itself. It's time to stop just working through processes and thinking that our industry isn't "cool" enough. Instead, we should boldly create, encourage co-creation and form partnerships that are essential in a changing world of work.
What really counts is tomorrow. The past has taught us many things, but it should not be a yardstick for the future - we are shaping it now.
Location of the year: Matador Lodges, Chiemgau Alps