Meetings Blog Jan 09, 2018
Attention all meeting and event planners: as we start a new year, recharge our batteries, look for a fresh approach, the new event trends must be known. You’ll not be surprised to note that technology plays a big part in the developments but so too does the changing culture across the world on how meetings play out. So without further ado, allow us to give you our breakdown of the top 5 trends in event planning for 2018.
2018 will see events go even further in their attempts to maximize engagement from their attendees, matching technology, music, food and space to bring the perfect balance to the occasion. There is a realization that the ears and eyes are not the only sensory receptors of the guests that can be stimulated, so producing scents to link to the products and interactive displays where different textures and temperature are felt can add to the experience. The importance of the layout of the room is understood and will be developed further as planners get creative and look to use this to influence how attendees immerse themselves on the day.
Demand for meetings continues to develop and the focus from most companies to manage budgets with even more care mean that innovations like online booking tools are proving ever more popular. Removing wasted time of form filling and response waiting, while ensuring flexibility and 24-hour international ‘booking at a time that suits you’, results in a cost-effective and efficient process for meeting and event planners. Some solutions are already out there but expect this trend to grow through 2018 with more aspects of the sourcing activity merging.
Making all the tech-blog headlines in the latter part of 2017 was the launch of Apple’s iPhone X with its facial recognition capabilities. The use of this functionality in mainstream products is a sign of things to come across various fields and expect to see it more and more in the events industry. Think of the increased simplicity, not to mention security, which will come from a registration process involving a glance into a camera. There is then the ability to improve on the much-desired engagement using this technology, tracking attendees across a trade fair, for example, and then giving a personalized service upon arrival at a stand. Disney is already using facial recognition to capture audience reactions to films so think of the feedback opportunities! It’s definitely worth keeping an eye on how this area develops.
As with other event trends, a drive towards more sustainability within events is not something that has just jumped off the shelf for 2018. The last decade has seen the focus on venues to lessen their impact on the environment and this is only likely to grow further this year. Sourcing local staff and produce, advancements in architectural innovation, and conscientious decision-making on travel, are just some of the ways that venues and planners are taking the lead in this area. By planning with a carbon footprint in mind, and choosing only to work with partners who have the same goals, 2018 should see responsible sustainability take yet another huge step towards being the standard, and not the aspiration.
Uniqueness is something that most people love. Being first to try; having exclusivity; providing a basis for a story to be told; all add a tantalizing appeal. 2018 is the year when an increased number of meeting organizers will be looking to take their attendees to a non-traditional facility – up 3.8% from the previous year according to the Global Meetings Forecast compiled by American Express. With this in mind, get creative about where to host your next event, check out what traditional venue providers are doing to give truly memorable experiences, along with their tried and tested services, and add an extra element of ‘wow’ to the occasion.
Throughout the year we’ll be keeping an eye on all the global event trends across the meetings and events industry – if not setting some of them ourselves – so keep an eye on our M&E blog for all the latest news. You can also follow us on Twitter @nhmeetings.
