The events industry has been faced with incredible uncertainty over the past two-years. Unpredictability reigns as we enter 2022. However, there are some trends we can predict for the events industry.
Although we've made a lot of progress since March 2020,
the events industry still faces a significant transformation. From
heavy-hitting events that have explosive parties and huge budgets to virtual or
hybrid experiences that require creative thinking.
This is not a comprehensive list of events industry
trends. We have left out trends high tech event wearables, event
marketing, and so
on. However these four trends are crucial to your success in 2022.
1. An increase in hybrid
events
We surveyed event organizers to find out their thoughts
on the future of hybrid events in 2020. 97% stated that there would be more
hybrid events by 2021 than ever before. Hybrid events are not slowing down as we enter 2022. There
are many reasons for this.
Hybrid events offer greater reach and attendance. It is
also easier to prove ROI and ROE (Return On Event). Virtual audiences make behavioural
data collection easier. You will be better prepared to plan future successful events
if you have more data about attendees.
Event organizers and marketers will face the greatest
challenge in 2022: delivering similar personalized experiences to both
in-person as well as virtual attendees.
Eventalways research found that 52.9% felt it was
harder to create memorable experiences online for attendees of virtual
events than in-person events.
These are proven strategies to master mixed events.
- Hire an event
manager to build a hybrid-ready group.
- You can choose
hybrid event management software with TV-quality video production
capabilities.
- Provide interaction
and engagement opportunities for remote and in-person attendees.
- Your event software
should seamlessly.
- Personalized journeys can be created by using data according to attendee type.
2. Increased
Attention on COVID Vaccination Status
Event planners and organizers became more optimistic
about the possibility of reviving in-person events as vaccines were introduced
in 2021.
EventMB's study found that 55% of event organizers still
consider safety to be the greatest barrier to hosting live events. PCMA also found that 39%
event planners intend to need proof they have received COVID-19 vaccine in
order to be able to participate in an event.
We predict that Omicron variants of the event will
continue to spread rapidly throughout the globe as we enter 2022. Event
organizers will do more to ensure safety and health for attendees, sponsors and
staff.
We expect that more event organizers will require proof
of vaccination at registration for hybrid or in-person events. Event organizers may also
offer on-site screening and other COVID-19 services.
3. A
focus on diversity, equity, and inclusion
Although the events industry has made great strides in
prioritizing equity, diversity, and inclusion (DEI), there are still
many areas to improve. Virtual and hybrid events are a great way to make your event
more inclusive and allow you to reach more people.
We predict that diversity will play an even greater role
in 2022 event
strategy. Event
organizers are looking for new ways of building diverse speaker lists and
delivering more inclusive opportunities.
4. Micro
Events are on the Rise
The big question is how to create memorable events as virtual
and hybrid events
continue growing in popularity. Micro events are designed to cater to specific geographic
areas, attendee types, or other factors.
According to a Statista survey in 2019, the average
number of attendees to the largest conventions or exhibitions was almost 5,000. The days of VIP events or
in-person events where thousands, if not tens of millions of people fought for
their seats are over. Omicron's variant is
causing a rapid decline in the attendee and exhibitor list for CES 2022.
Event size is not only a concern for safety and health,
but it also raises concerns about accessibility to events for people with
different abilities.
We expect a rise of smaller, in-person events using
hybrid strategies to reach a larger audience. Hybrid events, or micro
events, are often cheaper and have fewer safety and health risks.
The best thing? The best part? You can
turn event content into on-demand resources that allow attendees to connect and
learn throughout the year.
Take advantage of these event industry trends to succeed in 2022
Although it is impossible to predict what 2022 will
bring, we believe these are good indicators of the direction the industry is
headed. Event
professionals must embrace hybrid and virtual environments, promote diversity,
prioritize safety and create events that keep attendees coming back for more.
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