LATEST EVENT TRENDS IN 2021

Industry performance trends:

1. Live events may resume soon.

Although there has been recent news about vaccine trial successes, the final testing and global distribution timeline has yet to be determined.

The good news is that most people are following these developments closely and are not surprised by how long it will take to get live events up and running again. “Customers are anticipating virtual meetings to continue into 2021 with some markets anticipating the introduction of hybrid events” .

Key takeaway for event planners: 
Continue to focus on your virtual event strategy.

2. Business and group demand will remain strong.

Once travel restrictions open, people will feel comfortable traveling again, and there will be no major structural changes to how business and group demand will come back.

It’s potentially true that business travel will fully recover, and maybe even be greater, as a result of now this alternative of home telecommunications.

Key takeaway for event planners: 
Strategize how you’ll manage the travel boom. 

Demand management and policy will be hot topics for event expenditure as soon as travel restrictions go away. Keep an ear out for what matters most to your key accounts. Some executives may be concerned about overspending to make up for lost time or traveling to get in some much-needed face time with their best clients. Offer assistance when it comes to negotiating between event objectives, HR, and finance once the travel spending floodgates open up again. 

Attendee experience:

3. Educational will be a top priority.

In the age of DIY blogs, aspirational YouTube videos, online courses, eBooks, information-first marketing content, and TikTok tutorials, it’s no surprise that audiences crave educational content at virtual events, too. As virtual versions of conferences and tradeshows continue into the new year, demand around certification courses and skill-building workshops is expected to continue.

Key takeaway for event planners: 
Define what “high-value content” means for your audience. 

Zero-in on what goals matter most for your audience right now or in the immediate future. Bring in speakers who have already achieved them or provide materials that give people all the tools they need to succeed. Digital content such as eBooks, livestreamed podcasts, and videos make for great list-building value adds. 

4. How virtual meetings matters more than ever.

The biggest challenge for virtual meetings and attendee experience is the host’s lack of knowledge on how to run them. 40% of all virtual meetings experience technical disruption and audience fatigue because of this. In addition to internet speed, production quality including camera quality, sound, and lighting should also be considered. 

Key takeaway for event planners: 
Get in the mindset that hosting a virtual meeting is an art form.

Make sure you always test your equipment ahead of time and book a meeting host with a lot of charisma and energy. Teach hosts how to use the chosen technology. And be sure to do two or three engagement-boosting activities throughout the course of the meeting such as polls, surveys, and Q&As.

5. Cases will determine event venues.

The countries with the fewest number of COVID-19 cases, strictest safety regulations, and widespread testing will likely be the leaders in live events for 2021. Keep up with the latest data on which countries are ahead, nearly there, or need action.

Key takeaway for event planners: 
Create multiple backup plans and be flexible. 

We all know that regulations are changing day by day, which means that event planners need to prepare for the unexpected. Brief clients and stakeholders on changes you anticipate based on what your city or state has done in the previous six months. Keep all of your signed contracts and vendor documents in one easy-to-reference place. Create an outline for your team that summarizes what needs to happen if your event must be postponed, moved online, or cancelled last minute.

6. Hybrid events are the future.

Hybrid events are “now by necessity at the forefront of meeting design.” Keep in mind that your end-goal still matters. Even though hybrid events present an exciting opportunity to ease back into face-to-face meetings, not every event type is right for every event objective. 

Key takeaway for event planners: 
Expand into a full-service agency. 

35% of virtual and hybrid events would require the services of a full-service agency. So, if host training, pre-produced digital content, and post-event video editing aren’t part of your team’s existing skillset, take this time to learn it.

7. Prep for onsite testing.

Once in-person events are in full swing again, one of the best ways to put guests at ease and sell out tickets is to provide organized onsite COVID-19 testing. This means preparing everything from medical staff to lab test site compliance to event staff who will run the area. 

Key takeaway for event planners: 
Layout design and floorplans will be affected. 

In order to keep onsite testing centralized for guests yet out of the way enough for the main event, planners will have to use event diagramming software that allows for collaboration with stakeholders and 3D virtual walkthroughs. Keep designs flexible and get a designated medical professional’s signature on it before you finalize the design to make sure it meets their needs.