06/12/2023
EXCEL LONDON recently published their report "Event with Intent: Behaviours and Trends Shaping the Future of the Events Industry" which focuses on the evolving landscape of the events industry, particularly in the context of recent global developments like the pandemic and climate change. It includes insights from a survey of over 250 delegates and interviews with 50 industry leaders.
Key findings and themes from the report include:
1. Networking is Paramount: Networking emerged as the top consideration for event attendees, with technology like Zoom and Teams unable to fully replace the effectiveness of in-person networking. The report suggests that successful networking is critical across all demographics and is a major factor driving event attendance.
2. Location Matters: London is highlighted as a top event destination, preferred by two-thirds of survey respondents. The city's appeal lies in its networking opportunities, infrastructure, and connectivity. The study indicates that London's status has not been significantly affected by Brexit.
3. Sustainable and Social Impact: There is a growing focus on the environmental and social impact of events. This includes reducing the carbon footprint (environmental impact) and making a positive contribution to society (social impact). The report notes generational differences in the importance placed on these factors, with Boomers emphasizing environmental impact and Gen Z focusing on social consciousness.
4. Business Before 'Bleisure': While the blend of business and leisure (bleisure) is a trend, the research suggests it's not the primary decision-making factor for event attendees. Leisure is still a key consideration, but it's part of the overall value mix rather than a leading factor.
5. Future of Events: The report discusses the importance of 'event with intent' where understanding and meeting attendee motivations is crucial. Technology and behavioral science are expected to play a larger role in event design, leading to more personalized experiences.
6. Return on Intent (ROI): A new perspective on ROI is proposed, focusing not just on financial returns but also on the achievement of attendees' specific goals, like networking, learning, and sharing ideas.
7. Environmental and Social Responsibility: The report emphasises the increasing importance of sustainability in event planning. Attendees expect events to align with their environmental and social values, which is driving change in the industry.
The report concludes that the events industry is adapting to new priorities post-pandemic, with a focus on creating value and maximising outcomes for attendees.
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Event with Intent: ExCeL report highlights need for events industry to adopt new ROI