The survey, which garnered responses from 463 industry professionals, reveals that over half of the respondents were suppliers, highlighting the diverse perspectives on the evolution of meetings, conferences, and exhibitions.
Key findings from the survey include:
- The survey identified the main challenge behind engagement as capturing the target audience’s attention amidst a sea of competing events. Followed by creative interactive elements and including relevant content.
- 33.3% of survey participants identified incorporating Interactive elements such as Q&A sessions during events. While 25% add social media integrations and workshops.
- Personalization has emerged as a key driver of engagement, with targeted content, tailored sessions, and custom networking opportunities as the key elements event organizers use to make attendees feel valued and engaged. However, 41.7% of respondents cited creating personalized experiences as a significant challenge, with an additional 25% expressing concerns about respecting participants’ privacy during these activations.
“It’s about crafting experiences that not only capture attention but also stimulate a sense of belonging and community.“
Looking ahead, Ovation Global DMC’s the survey points to personalisation, sustainability, and AI as the topics presenting the largest opportunities for engagement in the industry. Events prioritizing sustainability and social responsibility are more likely to attract a more engaged and loyal audience. By overcoming challenges and seizing future opportunities, event organizers can create experiences that foster loyalty and anticipation for future events.
“Engagement and personalization are not just buzzwords; they are the cornerstone of successful events. It’s about crafting experiences that not only capture attention but also stimulate a sense of belonging and community,” said Rutger Hoorn, VP of Sales & Strategic Partnerships at Ovation Global DMC.
