Now, analysts, industry insiders, market research firms and bloggers are all eager to provide their points of view on what lies ahead for 2020. So, we are too! Here is our take on some of the major event management trends to expect in 2020 – with a focus on the human aspects of this adventurous industry.
Trend #1 – Time to Explore New Locations
Rising costs in major cities have planners seeking new event locations. The unknown places outside the big cities are attractive and often cheaper option that puts greater emphasis on what the local scene has to offer. The Millennials like to explore and to share their experiences, so the event management should promote the outstanding qualities of the property. It is also essential to organize activities both on and off-property to make your surroundings more engaging.
Trend #2 – Event Planners Are Transforming Spaces
Venues are no longer constrained to room layouts and floor plans, but to spaces providing unique experiences. The projection mapping is expected to grow significantly in the coming years. It will take the event experience to the next level, using multiple projectors to display images on walls, floors, or ceilings. The technology allows for unlimited personalization and customization from one event to the next with limited set up and breakdown.
Trend #3 – Value-Added Experience For the Event Attendees
Adding extra experience during an event is one of the hottest trends in the industry right now. Offering original entertainment that serves as a resource beyond the duration of the event is a great way to add value and enhance the event experience. CoCo Agency goes beyond your expectations and creates a completely different experience. Make sure that in 2020 to exceed expectations and impress the attendees by adding innovative digital attractions for kids & families and spectacular artists & shows to your event. Some examples of added value experience are video content, mobile apps, resource libraries, blog posts, discounts for registering for next years event on-site, and opportunities to network with the speakers during and after the event.
Trend #4 – Alternative F&B Is the Norm
The importance of food and beverages at events is no longer understated. Diets like vegan, keto, gluten-free, Kosher, Halal are not a specialty, but an expectation. Optional milks, plant-based ingredients and healthy food, as well as the use of unexpected ingredients like exotic peppers and unusual seeds, help facilitate inclusive menus that cross cultural lines. Sustainability and local cuisine continue to keep attention. Guests want transparency across ingredients – where items are sourced and how they’re produced. .
Trend #5 – Event Planners Are Embracing Event Technology More and More
Very few event managers seem to resist tech anymore and this is a great perspective for the industry. The more budget (and seniority) an event professional has, the more confidence with tech tools. 33% of planners that plan events with budgets of $5M+ think of themselves as tech savvy – 13% above average.
Trend #6 – New Technologies Support the Event Check-In
Nobody likes long check-in lines at events. Venues will start getting more requests to incorporate facial recognition technology to automate the whole process and manage individual attendees from start to finish. According to a survey conducted by Event Tech Lab, facial recognition will be the biggest driver of 2020 tech spending for event management. Facilitating this experience and tying in its security features to detect unregistered people and alert planners and staff will impress even the most tech savvy planners.
Trend #7 – Employee Events Are on the Rise
Companies understand the importance of bringing their people together, aligning them to the company culture and keeping them motivated and loyal. Interaction and engagement are key so take the occasion to have them workshop solutions to specific problems. Invite subject matter experts, inside or outside the organization, to share insights and best practices they can use after the event.
Trend #8 – Ensuring Your Event Is as Secure as Possible
Help attendees feel safe, not anxious. Uniformed police and security can be a big assistance but they can also make people feel anxious. Take a tip from the airlines that have employed plain-clothes security professionals. These people aren’t just standing outside of doors. They’re in the sessions and mingling at the event providing greater coverage. Explore what it would take to achieve safety certification and prepare for natural disasters by reviewing your event contract(s). Once you experience a weather disaster, it’s too late to worry about your contract. Be aware of what it covers before you need it. Investigate whether you need additional coverage before you are onsite.
Trend #9 – Personalization Is the New Marketing
The problem with event management today is that 95% of your audience will never convert into a visitors. The reason isn’t that your marketing is bad or that all of your audience is complacent. It’s that your message doesn’t fit everyone. But through personalization, you can convert more of your audience into visitors. Marketing is going to become a game of personalization. The agencies will have no choice but to figure out how to convert the 97% of your traffic that just never comes back.
Trend #10 – Actually Using Big Data
In order to be able to serve up the level of personalization, instantaneous communication, and security desired, venues will have to get fully on board with artificial intelligence, at very least through the lens of predictive analytics. It is expected hotels to look further than a centralized repository for information and act upon data to increase revenue, overall satisfaction, and deliver on event safety requirements. Event marketers are maximizing data to analyze attendee and customer feedback, inform event design (in real-time), calculate sales impact and tracking ROI to justify budgets and other investment decisions. Sources: Eventmanagerblog.com, Neilpatel.com, Amadeus-hospitality.com/, Itagroup.com/