State of the Industry: Other Trends For Your Radar

Cover image: Open Venues is a new, first-of-its-kind event venue platform which allows users exclusive access to book rare and historic properties and wild landscapes for every type of event. Shown here: Reserve at Red Rock, Nevada. Photo courtesy Open Venues

While we can’t possibly cover every aspect of the industry, here are a few other trends we’ve seen come into the spotlight this year:

Personalization

Personalization and customization are huge buzzwords heading into the new year. With the trend in data collection and innovative tech, we’re seeing event pros begin to satisfy customers with hyper-personalized experiences.

“By leveraging data-driven insights and advanced techniques, event professionals tailor content, networking opportunities, and agendas to match attendees’ preferences and objectives,” event management platform vFAIRS said in a recent article.

Event platform Prismm (formerly AllSeated) echoes the same sentiment: “This strategic approach aims to create highly individualized experiences for attendees, going beyond mere customization to foster engagement and satisfaction. Looking ahead, the integration of data analytics, event mobile apps, and AI chatbots is set to redefine attendee experiences, streamline venue operations, and enhance event planning efficiency, ensuring more successful and impactful events.” 

Gamification

Slowly rising throughout the past couple years, we’re expecting 2024 to be a prime year for gamification and interactive elements. “Through gamification, event professionals can effectively communicate key messages, facilitate knowledge transfer, and reinforce learning outcomes,” noted the article from vFAIRS. “Attendees are more likely to remember and apply the information when they are actively involved and invested in the experience, ultimately leading to a more impactful and meaningful event.”

There are a variety of ways that gamification can be integrated into events, too. “By integrating game-like features such as challenges, leaderboards, and rewards, organizers can encourage active participation, increase attendee involvement, and make events more enjoyable,” noted one LinkedIn article.

On-demand content

As we continue navigating the balance of in-person, hybrid, and virtual events, one factor remains pertinent: attendees want access to high-quality content. 

“Live streaming provides an opportunity to bridge the gap between physical and virtual attendees, creating a more inclusive and immersive experience. With on-demand content, event professionals extend the lifespan of their events and enable attendees to access and revisit the content at their convenience,” says vFAIRS.

Vendor relationships

2024 will continue to see business leaders in the event industry navigate staffing issues and company culture.

The Cvent Report “Meeting and Event Trends You Need to Know for 2024 – and Beyond” weighs in on the value of relationships within a shifting workforce.

“According to the 2023 Cvent Planner Sourcing Survey for Europe, 20% of event professionals say loss of relationships is a key challenge arising from staff shortages. Rebuilding relationships will be one of the most prevalent trends impacting priorities in 2024,” the report notes.

Collaboration and “coopetition” were brought up in several conversations at Catersource The Special Event in 2023, and we expect to continue hearing discussion about the value of relationships within the event industry in 2024.

Bleisure

A major keyword of 2023 was “bleisure”— a traveling style that combines business and leisure. 

“In 2024, hybrid work won’t just mean splitting time between home and the office,” the Cvent report states. “People work from the beach, cafes, mountain chalets, and much more. This freedom also opens new revenue opportunities for hotels that can accommodate hybrid work needs.” 

3D visualization tools

As tech continues advancing to meet the needs of event pros and consumers alike, 3D diagrams and mapping tools are predicted to be popular in the upcoming year.

The article from Prismm notes: “Advanced tools for event planners create detailed 3D diagrams of event spaces, emphasizing collaborative planning, precise design elements, and the convenience of remote planning with intensified automation. Anticipating 2024, the significance of 3D diagram software is set to surge, becoming indispensable for crafting visually stunning and efficiently planned events.” 

Exciting venues

Here’s something we hope catches on: a new, first-of-its-kind event venue platform called Open Venues, which allows users exclusive access to book rare and historic properties and wild landscapes for every type of event, whether it’s transformative corporate events, brand activations, weddings or elaborate dinner parties. With a current collection of 25 venues in a total of four states (Arizona, California, Nevada, Utah), all locations within the Open Venues network are only available to book via the platform. From verdant valleys, historic mansions, and downtown lofts to majestic mountains and deserts, Open Venues lends the keys to its curated collection of rarefied retreats and legendary landscapes. As immersive and unique events continue to become mainstream, we’ll keep our eye on this exciting new platform.

Conclusion

As we wrap up 2023 and enter a new year, there is one thing we can say for certain: though there are still challenges ahead, we’ve seen the industry bounce back, and the resilience and dedication of event pros is the reason we’re looking forward to 2024. 

This article is part of a series where we take an in-depth look at the state of the event industry. 
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