Current Trends in the Event & Conference Industry

1. Introduction

• This report provides an in-depth analysis of the latest trends, practices, and innovative ideas in the event and conference industry based on recent data and insights.

2. Overview of the Event & Conference Industry in 2024

• 2-1. Sustainability

• Sustainability has become a critical aspect of the event planning industry. With increasing environmental consciousness, event organizers are expected to adopt sustainable practices such as reducing waste, promoting recycling, and choosing venues with strong green credentials. Notably, ACC Liverpool is highlighted as a Carbon Neutral Events Campus. New legislation in 2024, including EU reporting directives and the UK Sustainability Disclosure Standards, will require businesses to disclose their scope 3 emissions, emphasizing the importance of sustainability in event planning.

• 2-2. Social Responsibility

• Social responsibility is becoming increasingly important, divided into four categories: environmental responsibility (sustainable practices), ethical responsibility (fair treatment of staff and support for local communities), philanthropic responsibility (collaboration with charities), and economic responsibility (contributing to local economic success). Consumers are significantly influenced by a company's commitment to social responsibility, with 78% valuing sustainability and 82% deterred by poor human rights records. ACC Liverpool's Fair Employment Charter Status reflects its dedication to social and ethical responsibility.

• 2-3. New Technology Integration

• The integration of new technology, including AI, VR, and AR, is revolutionizing the events industry. VR can replace physical venue visits and enhance event experiences, while AR can improve interactivity at trade shows and business conferences. AI tools like ChatGPT are also aiding in event preparation by generating ice-breakers and talking points. These technologies are expected to play a significant role in 2024 event planning and execution.

• 2-4. Experience-First Events

• There is a growing trend towards creating experience-first events that go beyond networking and learning. Attendees now seek immersive experiences, utilizing advancements in interactive technologies such as VR. This shift aims to make events more memorable and engaging. The focus on enhancing attendee experience is expected to be a major consideration for event planners in 2024.

• 2-5. Wellbeing Practices

• Mental health and wellbeing are receiving increased attention within the events industry. In 2024, there will be a stronger emphasis on wellness practices for both attendees and organizers, including stress reduction methods and wellness-focused activities. Incorporating wellness into event planning not only improves attendee experience but also helps organizers maintain creativity and productivity.

3. Sustainability in Event Planning

• 3-1. Sustainability Legislation

• As of January 2024, new EU reporting directives require businesses to disclose their scope 3 emissions as part of their enhanced climate legislation. Similarly, the UK will implement the UK Sustainability Disclosure Standards later in the year. These regulations will significantly impact how events are organized, emphasizing the need for planners to adapt to these new legal requirements.

• 3-2. Environmental Responsibility

• Environmental responsibility in event planning includes adopting sustainable practices and actively working to reduce the environmental footprint. This can involve measures such as reducing waste, promoting recycling, and selecting venues with strong green credentials, such as those with carbon-neutral ratings. For example, ACC Liverpool is a Carbon Neutral Events Campus and continuously takes steps to achieve its goal of reaching net zero status.

• 3-3. Carbon Neutral Events

• Carbon neutral events are becoming increasingly important as both legislation and consumer preferences shift towards sustainability. By implementing practices like waste reduction, recycling, and choosing eco-friendly venues, event planners can host events that align with environmental standards. ACC Liverpool serves as a model for such practices, showcasing what is possible in the realm of carbon-neutral event management.

4. Social Responsibility Trends

• 4-1. Ethical Practices

• Ethical responsibility is a key aspect of social responsibility that includes treating staff fairly and supporting communities both locally and globally. This can involve ensuring fair labor practices, providing equitable pay, and creating a supportive work environment. According to the reference document, 82% of consumers are likely to disengage from brands with poor human rights and compliance records, highlighting the importance of ethical practices in retaining customer loyalty and trust.

• 4-2. Philanthropic Efforts

• Philanthropic responsibility involves businesses working with charities and communities to support important causes. This element of social responsibility emphasizes the importance of giving back to the community through various means such as donations, volunteering, and partnerships with non-profit organizations. The document stressed that these efforts are essential not only for corporate image but also for creating a positive societal impact, which can contribute to long-term business success and community welfare.

• 4-3. Economic Responsibility

• Economic responsibility relates to the contributions that businesses make toward the economic well-being of their local and global communities. This includes creating job opportunities, supporting local suppliers, and ensuring the economic impact of their operations is positive. For instance, at ACC Liverpool, they emphasize their commitment to enhancing the local economy by creating successful events that benefit the local area. Economic responsibility ensures that the business operations lead to a sustainable economic future for everyone involved.

5. Technological Innovations in Events

• 5-1. Virtual Reality (VR)

• Virtual Reality (VR) is transforming event planning and execution by significantly cutting down on venue visits and allowing planners to visualize event setups from the office. At events, VR provides enhanced interactivity, giving participants the ability to experience virtual worlds and related sensations, which enhances the attendee experience by making events more immersive and memorable.

• 5-2. Augmented Reality (AR)

• Augmented Reality (AR) is increasingly being used at tradeshows and business conferences. It allows attendees to interact with virtual environments through their phones, enabling brands to showcase their products without transporting large quantities of materials. Through AR, attendees can experience a more engaging and interactive event.

• 5-3. Artificial Intelligence (AI)

• Artificial Intelligence (AI) is making a substantial impact in the event industry by offering valuable tools to enhance planning and engagement. Large language models like ChatGPT assist planners in finding inspiration for event activities, such as ice-breakers and talking points for networking sessions. AI also aids in creating personalized schedules and generating content that suits the preferences of individual attendees.

6. Shifting Focus on Experience-First Events

• 6-1. Interactive Technologies

• Advances in interactive technologies have become a pivotal aspect of events planning. Virtual reality (VR) and augmented reality (AR) are at the forefront, allowing attendees to engage in immersive experiences. VR headsets enable participants to explore new virtual environments, providing sensory experiences that go beyond traditional event formats. Augmented reality enhances tradeshows and business conferences by enabling interaction through attendees' phones, showcasing products without the physical burden of materials. Additionally, large language models like ChatGPT assist planners with creative ideas and content generation for engaging networking activities.

• 6-2. Gamification

• Gamification plays a crucial role in enhancing attendee engagement and enjoyment. By incorporating game-like elements such as point scoring, prizes, and challenges, event planners can foster interactive experiences that keep participants involved. Activities such as quizzes, participation points, and interactive tasks linked with advanced gaming systems and VR/AR help in maintaining high engagement levels. This approach ensures that attendees not only enjoy the experience but also connect more deeply with the brand.

• 6-3. Personalization

• Personalization has emerged as a significant trend, heavily influencing participant engagement. Using technology to tailor event experiences to individual preferences is essential. AI-driven tools can create customized schedules and provide recommendations based on data collected during registration. This bespoke approach ensures that each attendee feels valued and connected, boosting their overall event experience.

7. Wellbeing in Event Planning

• 7-1. Emphasis on Mental Health

• One of the positives drawn from recent years in the events and conference industry is the increased focus on mental health. The acknowledgment of mental health's importance in everyday life has translated into event planning, with an emphasis on wellness practices expected to gain further prominence in attendee considerations. It remains imperative for events to keep attendee wellbeing at the forefront, ensuring that experiences do not negatively impact mental health.

• 7-2. Wellness Practices for Organizers and Attendees

• Wellness initiatives should not be limited to event attendees but should also encompass event organizers. Incorporating wellness measures into the event planning process itself can greatly benefit organizers, helping to avoid burnout and reduce stress. This could include leveraging technology to streamline workloads or ensuring planners take adequate breaks. Such practices aim to foster creativity and innovation, allowing organizers to produce the most successful events possible. Overall, keeping the wellness of both attendees and organizers in mind is crucial for the sustained success and positive impact of events.

8. Accessibility, Diversity, and Inclusion

• 8-1. Accessibility Solutions

• Making your events accessible to a wide audience is not only about providing accommodations for disabled participants but also about creating an environment where everyone feels welcome and valued. This includes having appropriate measures such as step-free access, large print documentation, hearing loops, sign interpreters, subtitles, and written texts for deaf participants. Additionally, establishing quiet areas for people with neurodiverse needs and ensuring inclusive communication language is important.

• 8-2. Inclusion Practices

• Inclusion goes hand-in-hand with accessibility. It involves ensuring a welcoming environment for all participants, not just those with visible disabilities. Examples include providing adequate space for wheelchair users, installing lifts that are user-friendly, and accommodating various communication needs with hearing loops and sign interpreters. For neurodiverse individuals, creating quiet spaces and leveraging technology for easier networking are beneficial practices.

• 8-3. Diverse Representation

• Diverse representation is crucial for creating a richer, more inclusive event experience. This involves having a variety of speakers, participants, and staff from different backgrounds and identities to share their perspectives. Ensuring a diverse network promotes learning and engagement from a wide audience, fostering a more comprehensive and impactful event.

9. In-Person vs. Hybrid Events

• 9-1. Reestablishment of In-Person Events

• After the disruptions caused by the Covid-19 pandemic, in-person events are regaining their popularity. The document states that 52.1% of event organizers have reported an increase in attendance for in-person events. The resumption provides participants the opportunity to reconnect face-to-face, an aspect of conferencing deemed invaluable by many attendees.

• 9-2. Benefits and Challenges of Hybrid Events

• Hybrid events, which combine in-person and online elements, continue to remain relevant. Despite the onset of virtual fatigue, the document highlights the advantages of hybrid events such as increased inclusivity and participation. These events allow for broader speaker and participant inclusion without the constraints of travel, aiding those with monetary, childcare, or time limitations. Additionally, hybrid models support sustainability efforts. Nevertheless, there are challenges, including managing the balance between virtual and in-person aspects to ensure engagement across both formats.

10. Creative Ideas for Reinventing Conferences

• 10-1. Unique Themes

• Themes bring cohesion and creativity to conferences. For instance, a 'Health and Wellness' theme fits health industry conferences but can benefit all sectors with activities like seminars on health, mini-meditation sessions, and healthy snacks. An 'Arts and Crafts' theme, with activities like painting sessions and clay workshops, suits conferences heavy on lectures or screen time. A 'Space Odyssey' theme, inspired by space exploration, involves activities like showing classic space films and creating planetarium rooms. A 'Destination Theme' uses the conference location to enhance attendee experience, like Mardi Gras for New Orleans or a country music theme for Nashville. 'Solve the Mystery' can be an individual or team activity where attendees solve puzzles for clues, revealed at the end of the conference.

• 10-2. Interactive Experiences

• Interactive experiences engage attendees and make conferences memorable. 'Ice-breaker networking activities' between formal sessions foster new relationships and collaboration. 'Taking it outside' for breakout sessions can boost creativity and attention, weather permitting. Creating experiences like yoga sessions, museum tours, or showing feel-good films during breaks helps rejuvenate attendees. 'PechaKucha' segments keep audiences engaged with rapid 20-second discussions on 20 slides. 'Silent meetings' allow attendees to choose which speaker to listen to via headphones, maintaining minimal disruption. 'Fireside chats' provide informal interviews instead of formal keynotes, adding a conversational touch.

• 10-3. Unconventional Venues

• Selecting unique venues reinvents the conference experience. A new location can entice attendees to explore regional attractions. Hosting in a small or mid-sized city can offer a break from busy schedules while providing adequate convention space. Unique venues like museums, large theaters, and transformed warehouses can create memorable experiences for attendees. Each venue offers different possibilities, from comfy seating in theaters to retro-industrial spaces in warehouses. Customizing room layouts, like auditorium styles for large groups, banquet tables for networking, and U-shapes for intimate sessions, ensures an engaging environment tailored to each event's needs.

11. Conference Layout and Design

• 11-1. Auditorium Style

• Auditorium style works best for addressing a large group of people who do not need to take notes or interact with each other. It is perfect for sessions where speakers present their topics and take questions at the end.

• 11-2. Banquet Tables

• Banquet tables are typically used for meals and refreshment breaks, but are also a good setup for networking sessions. This layout allows people to mingle among the tables.

• 11-3. Classroom Style

• Classroom style is ideal when participants need a table in front of them for note-taking and project creation. This setup is great for speakers who rely on audience participation and interaction between participants.

• 11-4. U-Shape

• The U-shape setup is great for intimate sessions where presenters take turns in the center section to speak to attendees on a personal level. It allows participants to take notes and interact with each other and the speaker as needed.

• 11-5. Custom Design

• Custom design involves using event planning layout tools to create a unique floor plan based on the specific needs and parameters of each room. This allows for highly tailored and innovative conference layouts.

12. Food and Beverage Trends in Conferences

• 12-1. Gourmet Coffee Bars

• Regular and decaf coffee with powdered creamer aren't enough anymore. Conferences now offer a variety of teas and hot cocoa for those who don’t like coffee. Options include regular and sugar-free sweeteners, creamers (including flavored and almond milk for the dairy-free crowd). These bars are kept stocked and fresh throughout the entire event to ensure attendee satisfaction.

• 12-2. Hydration Stations

• To prevent attendees from hunting for vending machines, conferences provide plenty of water options placed around the venue for convenient self-service. Large water dispensers filled with mint leaves, cucumber slices, or fresh fruit offer a refreshing option. Additionally, branded water bottles are provided during check-in and stations for refills are available to promote hydration.

• 12-3. Theme-Based Catering

• Menus are customized to match the industry of the conference. For instance, healthy smoothies are served at nursing conferences, apple-themed desserts are provided at teacher’s conferences, and appetizers and drinks in Petri dishes at science conferences. This approach ensures that the food and beverages are relevant and intriguing for the attendees.

• 12-4. Local Favorites

• Conferences consider regional favorites to give attendees a taste of the local culture. This includes offerings like Philly cheesesteak, Chicago deep-dish pizza, or Carolina BBQ. Besides these staples, dynamic local businesses such as bakeries, artisan ice cream shops, or renowned pizzerias are brought in to provide a unique and exceptional food experience.

• 12-5. Social Media-Friendly Food

• Presenting Instagram-worthy food and beverages at conferences excites social media sharing and adds a fun element to the event. Options can include international fare, food trucks offering popular dishes like tacos or burgers, and retro comfort foods such as mac & cheese cups and fried chicken. These visually appealing and delicious food choices encourage attendees to share their experiences online, thus promoting the event.

13. Glossary

• 13-1. Virtual Reality (VR) [Technology]

• VR can cut down on venue visits and allow visualization of event spaces. It's used for creating interactive experiences during events.

• 13-2. Augmented Reality (AR) [Technology]

• AR provides virtual environments attendees can interact with on their phones, enhancing engagement without the need for physical materials.

• 13-3. Artificial Intelligence (AI) [Technology]

• AI tools like ChatGPT help in generating event content, and AI can be utilized for personalizing event schedules based on attendee data.

• 13-4. Carbon Neutral Events [Practice]

• Events planned with the goal of achieving net-zero carbon emissions by minimizing waste and promoting recycling and sustainability.

14. Conclusion

• The event and conference industry is evolving rapidly with a strong focus on sustainability, social responsibility, technological integration, and enhancing attendee experiences. Staying abreast of these trends is essential for creating impactful and memorable events.

15. Source Documents

• The Key Event & Conference Industry Trends to Watch in 2024https://www.accliverpool.com/resources/the-key-event-conference-industry-trends-to-watch-in-2024/
• Reinvent Conferences: 29 Creative Ideas | Social Tableshttps://www.socialtables.com/blog/meeting-event-design/reinvent-conference/