Interviews

Three Questions with Catherine Shen: How Early Planning Enhances Your 2026 Annual Meeting Experience

Published: October 22, 2025

Catherine Shen, Senior Manager of Member Experience, INTA (USA)

Member experience isn’t just a strategic priority for INTA—it underpins everything we do. From core benefits to programming, the Association’s staff endeavors to ensure that all member offerings are shaped by what matters most to our global community.

In this interview with the INTA Bulletin, Catherine Shen, senior manager of Member Experience, explores how member feedback drives strategy. As she discusses, this is reflected in initiatives such as the 2026 Annual Meeting Flash Sale (running through October 31), which includes early access to the official INTA hotel block and 15 months’ membership for the price of 12.

Ms. Shen also highlights other practical steps members can take now to enhance their investment in the 2026 Annual Meeting in London, England. It’s all part of INTA’s commitment to delivering meaningful, high-value experiences that support professional growth and long-term engagement.

How does the Member Experience team ensure that INTA’s offerings are designed with members’ needs at the forefront?
As a member-driven Association, one of our top priorities is ensuring that everything we do at INTA centers around the member experience. This focus is not only embedded in our department’s name, but it is also reflected in the benefits and initiatives developed across the Association. We strive to provide opportunities that strengthen both engagement and long-term membership value. Our goal is to offer benefits that support members in their day-to-day practice and professional growth.

In 2024, we conducted a member survey to better understand what matters most to our community. The insights we got from this survey reaffirmed that networking opportunities and the Annual Meeting were among the most valued offerings. These findings guide our strategy and reinforce our commitment to delivering meaningful experiences.

This approach directly connects to opportunities such as the Flash Sale we’re running through October 31. This initiative is designed to help members maximize their access to high-value opportunities, such as the Annual Meeting.

How does the October Annual Meeting Flash Sale work, and how can INTA members and prospective members take advantage of it?
The October Flash Sale is a two-step opportunity for members and prospective members to unlock early access to the Annual Meeting. First, renew your 2026 membership or join INTA during October to become eligible. Then, register for the Annual Meeting to secure your spot and get early access to the hotel block. It’s that simple!

For current members, renewing now ensures uninterrupted access to benefits before they expire at year-end. For new members, joining in October means receiving complimentary access for the remainder of 2025, plus membership for all of 2026.

One of the most sought-after perks when registering for the Annual Meeting is access to the hotel block. With London’s layout and high demand for centrally located accommodations, this benefit is especially valuable now.

Consider reserving a Business Suite to host private meetings within Excel London or nearby hotels.

What other steps can INTA members take right now to enhance their 2026 Annual Meeting investment and experience?
While May 2026 may feel far off, there are several proactive steps members can take now to maximize their Annual Meeting experience.

Plan strategically! Especially if you’re traveling from afar—use the trip to meet with clients, partners, or other stakeholders in the region, or as a springboard to other destinations nearby.

Take advantage of bulk registration discounts so you can provide more members of your team with the opportunity to attend and bring value back to your organization.

Organize affiliate events, and/or become an exhibitor or sponsor. These options offer added visibility and value to your Annual Meeting participation.

Consider reserving a Business Suite to host private meetings within Excel London or nearby hotels. This allows you to hold all your meetings in one centrally located spot.

Finally, local firms can learn more about the Ambassador Program, a new initiative designed to spotlight the vibrancy, culture, and professional excellence of our host cities that are outside the United States. It offers unique ways to get further involved and contribute to the success of the event.

Over and above these tips, I encourage all members and prospective members to reach out to the Member Operations Team at any time for assistance. We’re eager to help!

Although every effort has been made to verify the accuracy of this article, readers are urged to check independently on matters of specific concern or interest. The opinions expressed in this interview are that of the person being interviewed and do not purport to reflect the views of INTA or its members.