Charting the Path to Success: Key Trends and Future Directions for Events

By Board Chair, Vanessa Green

Hello fellow MEA members,

It’s clear that the events industry in Australia and Asia Pacific is undergoing significant transformation. Drawing from both regional and global research, recent industry conferences, insights from MEA Evolve and my own experiences, there are some clear trends shaping our industry. I hope these observations provide some useful points for your event planning.

1. In-Person Events Reign Supreme:

According to recent Cvent data and most event planners I speak to, in-person events are making a strong comeback, with 74% of planners focusing on face-to-face interactions this year​​. In my own venues, we've seen this firsthand with growth in in-person over virtual events. The power of in-person networking is evident in the boost in morale and strategic alignment among attendees. Face-to-face engagement remains unparalleled in building trust and fostering meaningful relationships.

2. Hybrid Events Remain Relevant:

Saying that, hybrid events continue to be vital, accommodating both in-person and remote attendees. With 41% of planners incorporating hybrid elements (according to Cvent research)​​, it's essential to ensure you use the right technology for seamless hybrid experiences. A recent tech company conference we hosted in Melbourne, Brisbane and Sydney used a hybrid model, featuring live-streamed keynotes and interactive virtual networking lounges for those who were not present in person. This approach expanded the event's reach, provided an inclusive experience for all attendees wherever they were and meant that valuable content could be shared later.  I’m a big hybrid fan because it also reduces an events carbon footprint by cutting back on travel.

3. AI and Automation Revolutionise Event Planning:

AI tools like ChatGPT are transforming our industry by automating content creation, enhancing matchmaking, and analysing data​​​​. AI-powered chatbots can handle attendee enquiries, significantly reducing response times and allowing event professionals to focus on more complex tasks and delivering personalised sessions and networking opportunities.

4. Sustainability Takes Centre Stage:

Sustainability is a top priority, with 81% of event organisers setting sustainability targets for their events in 2024​​. Implementing eco-friendly practices, such as using digital programs and locally sourced catering, has been very effective. Making sustainable venue choices can significantly reduce the carbon footprint of events and align with broader company and industry goals towards sustainability​​.

5. Unique Venues and Experience-First Design:

There's a shift towards unique, experience-first event design, with planners choosing unconventional venues that offer distinct aesthetics and flexibility. For example, I recently attended a fashion brand's product launch where an art gallery was created right down to interactive exhibits. This unique setting aligned perfectly with the brand's innovative image – and was a lot of fun!

6. Technology Integration Becomes Essential:

Integrating advanced technology is crucial for enhancing planning, management, and engagement. With 54% of event professionals identifying as early adopters of event technology, it's clear that tech-savviness provides a competitive edge. Whether you’re utilising an all-in-one event management platform like EventsAir, Cvent or one of the many platforms available to streamline registration, networking, and provide real-time updates. Many of these platforms provide analytics that also measure engagement so we can improve future events.

7. Focus on ROI and Cost Management:

Maximising return on investment (ROI) is more important than ever amid rising costs, increased budget scrutiny and continuing economic caution. It’s now possible to use a suite of tools to track attendee engagement and ultimately lead generation for the client. Demonstrating clear ROI helps secure increased sponsorship and continuation of investment in events.

8. Enhanced Attendee Engagement:

Innovative engagement strategies are redefining attendee experiences. Audiences are less inclined to sit through a long panel discussions. Instead, formats incorporating interactive sessions, personalised content, and gamification are becoming standard. Incorporating gamification elements, such as quizzes, interactive play-based activities, live polling and live audience interaction to encourage participation, leads to improved event engagement and higher event scorecards. For corporate learning, personalised learning paths created using data from pre-event surveys, results in highly engaged attendees, better results and positive feedback.

Future Directions

Gazing into my crystal ball, I think we are going to see further developments in AI driven personalisation through hyper-tailored content and experiences for individual event attendees, and a continued focus on wellness, well-being and the ability to ‘switch off’. As we all become more and more connected and ‘on’, incorporating wellness programs into events, such as meditation sessions, fitness or stretch breaks, and tech free zones, promotes attendee well-being and enhances human connection – which is what we are all after in face-to-face events.

I hope you find these insights helpful and can use some of these ideas in your event planning. If you would like to share your ideas or an interesting observation or event – please reach out – we’d love to share it with our MEA family.