It has been an encouraging 12 months for events, with planners reporting positive trends, with almost all sporting trends that have improved or remained the same from last year. 

The planners reported growth in multiple areas, including increases in event revenue and budgets, as well as the number of in-person events and attendees. They predict even better performance in these areas for the next 12 months.

The data was collected from 541 self-identified event planners via an online survey during February of this year.

These are some of the data points in the 42-page report “Ignite Event Success: Technology is the game-changer for enhanced attendee experiences and value” developed by Community Brands.

The more than 500 planners contacted are apparently pretty good at projecting the future. When compared to last year’s results, the planners missed by 1% on the projection of number of attendees, hit their operating budgets. 

They are having trouble getting abstract submissions for event sessions (30% versus projected 43%) and the number of speakers (39% versus the projected 46%). They also missed by 7 points the number of exhibitors.

“While celebrating achievements and remaining optimistic, the data also makes clear that planners understand how important continuous progress really is and that there’s no time for complacency in this evolving domain,” Jennifer Lee, president, associations & events, at Community Brands, said via a statement. “Planners press on, even while facing significant challenges, including worries about potential economic, staffing, and supply chain issues, and choosing the right event technology.” 

There are some trends, with just 10% of planner projecting a decrease in attendees during 2023 and 59% projecting an increase for 2024. Just 9% reported a decrease in revenue during 2023 and are projecting gains for 2024.

While most said they have an attendee engagement strategy, a closer look shows only 31% expressed full confidence that their organization has a holistic event attendee experience strategy and approach. 

More than half (52%) of planners are trying to attract first-time attendees, 42% targeting young professionals and those early in their careers. More than half of respondents (51%) answered that they are trying to create unique event experiences. Some 46% reposted they’ll be using new or more marketing channels.

There is no doubt that new technology will play a role, particularly artificial intelligence (AI) with 45% stating they’ll use AI. That’s up 12 points from last year’s results. They are using AI in multiple ways: data analysis, analyzing event buzz, and creating personalized event experiences for attendees. Roughly one-third of event planners are incorporating virtual reality solutions, and one-quarter are adding immersive experiences.

Respondents who say their organization is an early adopter of technology report stronger growth in almost every area of event management and execution. Tech-forward organizations plan to incorporate new and better event technology to continuously improve their events. 

The event planners did report challenges, with 24% saying inflation and supply chain issues might have an impact on results. Choosing the right event technology was reported as a challenge by 21% of respondents. Of the 16 possible answers, fewer exhibitors and sponsors finished last as a challenge with just 12% selecting that as one of three of the biggest challenges for them.

Go here to download a copy of the report: https://www.communitybrands.com/resource-library/whitepapers/2024-event-trends-study/ 

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