By Nick Gold, MD, Speakers Corner: Although the dust is starting to settle following the Covid-19 pandemic, the last year has brought significant upheaval to the events industry. Budget restrictions, recession, and staffing levels were on our minds in 2023, with 56% of meeting professionals saying these factors had the highest-impact on events. And we’re not out of the woods yet. But with dedication and optimism, our industry has evolved to cope and even thrive in tricky circumstances. Now, leading events companies aim to bring people together for creative collaboration and constructive conversations that help us navigate our ever-changing challenges as a team. 2024 is set to be another game-changing year for the events industry. So, here’s what we expect it will have in store in 2024.
Events and experiences will bring teams together
The tussle between remote and office working continues, with businesses trying to entice semi-reluctant staff back to the workplace. More and more companies are settling on a hybrid work model to accommodate both perspectives. Since we no longer spend as much time physically with our teams as we used to, expect to see more events and experiences being used to encourage a physical meeting of minds. Getting together in these special environments can help teams build relationships, collaborate more effectively, and make up for some of that lost interaction.
Virtual events continue to offer unique value
Virtual events have come a long way since the early days of the pandemic. What was a necessity is now blooming into a valuable experience in its own right — and we expect this to continue well into the future. Virtual events are easy to organise, inexpensive to run, and good for the environment. They’re the ideal format for short events, roundtable discussions, informal interactive seminars and global meetings. Clients will continue to see value from virtual events, so this is a key area for events companies to hone in on in 2024.
Clients will aim to deliver objective-oriented events
As the shadow of recession continues to loom, clients are increasingly focused on getting the best return on investment for their events. So, expect to see more clients organising events with a clear goal and tangible takeaways in mind. Having a goal can help you create a successful, memorable event without breaking the bank. It means clients can establish clear priorities, find the right speaker, and invest in the best experiences for their audience. So, events companies must work with clients to clarify their objectives and support them to achieve these.
Educational content is more important than ever
While there’s a lot of value in simply getting together with colleagues or customers, clients in 2024 will look to ensure they’re providing exceptional content in their events. This is especially true if they’re charging for tickets, as those attending events will be discerning in how they spend their time and money in light of economic difficulties. Events companies will need to prove their worth by offering quality insights and education throughout their events, helping people learn both professionally and personally. Monotonous PowerPoint presentations are no longer enough to engage and educate audiences, so event organisers will need to get creative with ideas for motivation and engagement among attendees.
Unique, personalised experiences will take centre stage
Personalisation is a growing theme in all elements of business, from advertising and sales to customer service. And events are no exception, as attendees seek personalised value that offers them uniquely personal insights they can apply in their everyday lives. Tailoring events by offering role-based breakout sessions, niche speakers, and targeted takeaways will add genuine value for each attendee. With advancements in user experience technology, it may even be possible to fully curate each guest’s experience on an individual level.
AI will start to play a role in the events industry
Artificial intelligence has pervaded lots of business conversations in 2023. The potential for its applications in the workplace are huge — but in 2024 we may start to see how it can play a role in events, too. From event personalisation to attendee data collection, to AI-generated invitations, there’s already serious scope for AI in events. However, we anticipate innovation in this area will create even more opportunities for event organisers to offer new types of events and experiment with technology to enhance the attendee experience.
How to keep up with the evolving events industry
It can be overwhelming to know if or when to adopt new technologies and approaches for your events. But with so many exciting developments around the corner, it’s important to adopt an open mindset in 2024. By encouraging innovation, taking calculated risks, and building excitement among staff and clients, you can keep up with and even get ahead of these developments as they start to become more widespread. This will set you up for a successful year by delighting clients and audiences alike. Here’s to a happy, prosperous 2024!
