Event Trends 2022: The future of hybrid events

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The coronavirus crisis is finally over and the event industry can return to face-to-face events. Or is it not quite that simple after all?

From the ongoing impact of the coronavirus pandemic on companies and individuals to fundamental changes in societal attitudes towards social issues, there is an equally strong influence on event trends in 2022.

This blog post takes a closer look at the expectations of digital event formats, incentives and sustainability efforts in the event industry. Event managers, stakeholders and the trade fair industry are equally affected by changing COVID guidelines, so the MICE industry must respond to the necessary requirements.

Sustainability and corporate responsibility will continue to play a central role and influence the development of the event industry well beyond 2022.

Which event trends are important for successful events?

The importance of AR & VR

An event can be made eventful for participants by using many virtual reality (VR) or augmented reality (AR) options.

Growth of 25 percent is forecast for the AR / VR sector over the next two years. While VR creates a complete virtual world, AR adds digital elements such as interactive maps or virtual tours to the real environment.

AR technology is an attractive and cost-effective option for many event organizers, which can be installed as an app on a smartphone by every participant. AR is used for networking, interaction and product demonstrations. Trade fairs and major events are no longer seen as a pure marketing activity, but as an opportunity for networking and simplified contact building.

In 2019, the average group size at online events in Europe was under 50 people; in the USA and Asia, it was under 100 people.

Due to technological progress, customers, consumers and companies expect greater personalization of communication.

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Sustainability

Sustainability and corporate responsibility are top priorities in 2022. The following points are increasingly coming to the fore in event planning:

• Commissioning of sustainable event partners
• Selection of sustainable event venues (green venues)
• Short transportation routes for a low ecological footprint
• Exhibition and event locations with extensive sustainability certifications (LEED, APEX, Green Key, ASTM, Green Leaders)
• Digital technologies replace plastic & paper
• Reduction of water and energy consumption
• Waste avoidance at the event location
• Food recycling and offering local food and drinks
  

There are now various software providers that make it easier to search for ideal venues based on sustainable criteria.

How will digital events develop in the future?

Artificial intelligence (AI) will be increasingly used in the coming years to support event organizers from planning to data analysis.

AI will suggest searches for potential attendees, venues and times , automate ticketing, track leads , use facial recognition to simplify registration and personalize experiences.

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Are hybrid events the best way forward?

The future is clearly moving towards hybrid events that appeal to both a virtual and physical audience. Hybrid event trends offer a number of advantages that are already being used by event organizers:

• Cost savings thanks to virtual networking and climate-neutral implementation
• Addressing the target group globally and increasing reach
  
  

Nevertheless, there are some reservations about online events, because not all participants can adapt to technical and time requirements in the same way.

Virtual event platforms have responded to the problem of different time zones and offer users helpful tools for coordinating program items.

Furthermore, the following obstacles exist with this type of event:

• Communicative networking is limited to social media, forums and chats
• The virtual and physical event differs for participants due to different times and time zones

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Virtual event trends have grown in number in recent years, making augmented reality experiences and 3D integrations a welcome alternative for event organizers. AR technologies can be used for product demonstrations, networking, entertainment, interactive tours and virtual participation.

Furthermore, AR technologies are available for most smartphones and can be integrated into online events. Digital maps and virtual tours facilitate access to the venue, exhibition center and congress center.

Hybrid events are generally more climate-neutral than face-to-face events, are cost-effective and appeal to a larger target group.

Many event organizers have responded to the needs of their customers and invested in extensive software and hybrid technology for virtual events.

Reading Tip: 

The future of events: Hybrid events

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Is the trend moving back towards face-to-face events?

In its Global Meetings and Events Forecast 2022, American Express (AMEX) publishes a forecast for the return of in-person live events. 67 percent of respondents stated that the number of in-person events will return to pre-pandemic levels.

Experts share this opinion, as the planned event budget has been significantly increased to win back participants in 2022. The MICE industry already has limited availability for events in 2022.

According to the AMEX survey, 81 percent of events can be held as face-to-face events despite COVID-related regulations.

The future looks set to be a busy year for popular venues in 2022, so additional event staff will need to be hired and contingency plans for staff shortages will need to be drawn up.

During the pandemic in particular, event trends have developed in the areas of contactless technologies, digital communication and social hygiene concepts that ensure safe interaction during the event.

The safety of participants, travelers and organizers alike must be taken into account and has become an essential part of event planning in 2022.

Is the topic of sustainability also becoming more relevant at events?

In the last two years, which have been heavily influenced by the pandemic and a ban on trade fairs, around 150 million euros have been invested in the modernization of the climate-neutral trade fair industry and the expansion of e-mobility in Germany. The German trade fair industry is to be climate-neutral by 2040 and 100 percent powered by green electricity by 2025 at the latest.

The industry-wide sustainability standards provide for reusable exhibition stand construction, economical water consumption, reduction of CO2 emissions, avoidance of food waste, bundling of trade fair logistics and improved passenger transportation for arrival and departure.

The umbrella organization of the German trade fair industry sees the future of sustainable measures as part of the solution on the way to a climate-neutral trade fair industry.

The target agreements were already defined in fall 2021 by over 30 experts from the Association of the German Trade Fair Industry AUMA.

In the coming years, a further 450 million euros have been earmarked for government investment and modernization measures. The motto of the target agreement can be summarized in a few words: Reduce - Reuse - Recycle.

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Reading tip: Sustainable events - What is important?

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Are there enough specialists for the MICE industry?

A brain drain can be observed in a large number of industries, which was also discussed during the International Confex 2021 conference. Employees have higher expectations of their working environment and place greater value on personal well-being, mental health and a good work-life balance within the company. The MICE industry can particularly benefit from incentives for good employees, as incentives are created to continue working for the company.

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Conclusion

New technologies, artificial intelligence (AI) and augmented reality (AR) will be increasingly used in event planning. This will create personal experiences for online participants at hybrid events and build long-term customer relationships .

Climate neutrality and sustainability are key themes of Event Trends 2022, which commit companies and individuals to reducing their impact on the environment. Health and safety standards will continue to play a central role in event planning.

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Other interesting articles:
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