As we all know, the COVID-19 pandemic has affected everyone and everything around us. The $1.5 trillion worldwide event industry isn’t expected to fully return to normal until at least 2023. And there will continue to be major shifts in the industry for years to come. As the world continues to change, what exactly will the events industry look like? Continue reading below for new event trends.
1. Hybrid Events Will Continue to Grow
Virtual events boomed in 2020 when the world shut down. Even though in-person events are returning more and more, virtual events will be around forever, especially with the help of advancing technologies. With a mix of both events, hybrid events allow for the flexibility and reach of a virtual event, but the connection and engagement of an in-person option.
2. Micro Events Become An Event Staple
2020 saw scaled-back events take center stage: Micro weddings, pandemic pods meetups, and “quarenteams” are all new terms to describe the changing event space. Scaled-back events are more feasible and pose a smaller financial risk for many event planners.
3. Events Enter A Year-Round Event Cycle
Major companies have historically typically held one yearly conference or event. Now that smaller virtual events are becoming more common, events can be put on more often.
4. Professionals Use Events To Help Them Upskill
The rapid changes in the events industry called for changes in structure, technology, and professional skills which will continue to emerge in the next year. To keep up with the changes, professionals are upskilling. As a response to this gap in skills, the Event Leadership Institute has released several new certifications in areas like Pandemic Meeting and Event Design and Pandemic Pn-Site Protocol. If you are interested in additional information about the certifications check out Event Leadership Institute to sign up!
5. Emphasis On Attendee’s Experiences
Even before the pandemic, events were already shifting away from a focus on content to experience. Attendees want to have a meaningful experience while also being entertained. The content of the event is no longer as important as the transformative experiences in order to feel something is worth it to them.
6. Renewed Emphasis On Physical And Virtual Safety
Expect to continue to see pre-screening requirements, socially-distanced layouts, protective personal equipment, specialized cleaning crews, and advanced air-filtration systems at events in the coming year.
7. More Data Collection During And After Events
For events to survive, data will be the key to helping us stay a step ahead of the customer’s wants, needs, and intentions. And if you fail to harness data to understand them, someone else will take your audience from us. Real-time data collection will be the main tool to bridge the gap between where events are, and where they should be.
Whether events happen online, offline, or in a hybrid model, events that remain flexible, prioritize safety, and emphasize meaning will likely become the norm. The ‘new normal’ finds us adapting to a post pandemic world. It is changing the way we work and the way we engage with one another. As we are adapting to this new world, the future of events is very different. As event managers, it is important to be aware of new event trends.
What event trends have you seen recently? How would you suggest adapting to these new changes? Comment your thoughts and experiences below. I would love to learn more!
Thanks for reading!
Shannon Bryant // Event Management 