Event Trends for 2022

As the borders reopen, restrictions ease, and we return to a somewhat unsure existence, a clear picture is starting to emerge of the current state of the events industry, what’s changed and what we can expect going forward.

There’s no doubt Covid has fundamentally changed what we do and more importantly, what our customers now value.  The critical decisions that we were forced to make (close the business, stay open, cancel or go virtual) have left an enduring impact on the event profession, battle scars that will forever remind us of our resilience.

It hasn’t all been negative.  In the process of adapting, new skills have been added to the toolbox (primarily tech related), imaginations flexed to come up with new ideas in an ever-evolving landscape and a deeper understanding of what is truly needed to create an unforgettable experience.

So, what can we expect in 2022.  There are definitely challenges ahead but also positive opportunities with customer experience at the forefront.  Highlighted below are three rising trends that are likely to drive the industry forward and shape future events next year and beyond.

The Hybrid Event – Will it stay or will it go?

Events of the near future are likely to be hybrid, embracing the benefits of online but incorporating the familiar face-to-face interaction when safe to do so.  According to a recent LinkedIn report surveying event professionals, 85% have held a virtual event in the last year with 28% saying that between 91-100% of their events are now virtual.  Furthermore, 75% agree virtual events are a mainstay with 74% of respondents expressing an interest in organizing a hybrid event.

While offering a virtual component to an event is not a new concept, the difference now is the challenge to maximize the newly acquired skills and tools to lock in a higher level of engagement online, similar to one that is experienced during an “in real life” event.

Enticing Zoom-fatigued customers to plug in virtually is no mean feat, especially after months spent in lockdowns and pent up demand for face-to-face interaction.  For the event industry, this has sparked a reworking of content, expanded the search for relevant speakers globally, and added gamification and dynamic streaming options that provide a seamless experience for both physical and online attendees.

The benefits to a hybrid event are many.  There is opportunity to reach a global audience, attract speakers from a wider range of industries and backgrounds, capture strong data analytics, and importantly, allow for more guest customization and personalization.  Time will tell if the hybrid event is here to stay or if it will fade along with our memories of lockdown.

The Green Event – Mother Nature as the headline act

According to a report by the World Travel & Tourism Council, Covid has us all thinking a lot more about the environment.  Consequently, consumers are expecting more sustainable actions from their favourite brands and are asking important questions about their efforts.  The events industry isn’t immune to this scrutiny. 

Events in 2022 will need to have a clear sustainability plan in place that address many key areas including carbon-hungry segments like transportation, energy and waste.  Reducing single use plastics, incentivizing shared or public transportation to and from the event and switching to clean energy options all represent opportunities for event planners to minimize their event’s impact on the environment.  Getting your attendees on board requires communicating your sustainability plan early and often, as well as encouraging them to participate and feel as though they are contributing.  For more helpful ideas on how to host a sustainable event, read our blog.

The Safe Event – Promoting wellness and duty of care

The threat of Covid will be with us for quite some time.  For many, this may be enough to avoid attending an event if they feel their health could be compromised.  The onus will be on the events industry to instill trust in attendees to make them feel safe to return.  Visible evidence of safety protocols will give guests peace of mind as well as effectively communicating how protocols align with government requirements.  This could include continued health screening at entrances, confirming vaccination status, and maintaining similar or amended crowd control and hygiene measures to help control the spread of the virus.

Another area of focus will be on mental health and wellbeing.  Covid has put a spotlight on mental health issues especially as many faced loneliness and isolation during lockdowns. Collaborating with a mental health NFP and/or offering counselling and other mental health care professionals at events will be essential.  Leading the charge in mental health wellness and wellbeing will continue to be a focus for not just the industry but globally.  The challenge will be to offer the right services and messages that help reduce the stigma and provide a safe environment for guests and employees when they return.

Conclusion

If one thing is for sure, life in the events space will look different in 2022.  The use of new and innovative technology will further expand the capabilities and push the limit on how the industry defines the ultimate experience for guests.  Additionally, customers will want more visibility and expect action when it comes to how we care for them and our environment.

As this article was written, a new variant of Covid is making its rounds around the world.  There’s a collective ‘holding of breath’ as we wait to see its impact on the industry.  In the meantime, we continue to plan and prepare for an event season we have been excited to resume, one we still hold as a triumphant return to what we do best.

Sources: https://www.zoho.com/backstage/thegreenroom/event-trends-2021.html, 9https://wttc.org/Portals/0/Documents/Reports/2020/To%20Recovery%20and%20Beyond-The%20Future%20of%20Travel%20Tourism%20in%20the%20Wake%20of%20COVID-19.pdf, “Virtual events a new reality”, Kelly Farrell, Product Marketing LinkedIn