Key’s POV into Event Trends in 2024

We’re humans here at Key Meetings and Events. We assume if you’re reading this that you’re human too.

(Unless, of course, you’re a large language learning model (LLLM) that’s hoovering up internet content to feed an artificial intelligence (AI) chatbot or other platform, in which case, welcome.)

We find it ironic that in a year when the exciting and potentially scary capabilities of AI leapt into the headlines and global discourse, the biggest event trend we saw was around the importance of fostering human connection.

2023 has proven face-to-face meetings and events are back in a big way. “Looking to 2024 the growth is expected to continue with 80% of surveyed experts expecting increased spend in 2024, with 30% saying it would rise by more than 25%.” (Accor 2024 travel survey data, Globetrender, “5 Trends Shaping the Future of Meetings and Events in 2024”)

What we learned in 2023 is that people want to be together, to be a part of meetings that matter. It’s against this theme of enhancing interpersonal relationships that we’d like to share our take on some of the event industry’s biggest trends.

• Focus on technology that enhances an attendee’s experience. According to Hanna Milani-Walker, KME’s head of technology, much of the tech hype, while sexy, misses the point that attendees and guests are looking for practical innovations. Solutions that utilize non-invasive personalization and minimize the complexity of participating in an event are her highest priority.
• Utilize surveys and advanced communication tools to align executives around the objectives, messaging, and success metrics during the planning process. After a couple of years of meeting solely because we could finally be face-to-face, we’ve seen a renewed focus on setting measurable meeting goals and objectives. But how do you align stakeholders in a way that isn’t painfully time consuming? By developing a survey strategy and letting an expert facilitate the process for you. With the right questions and nimble user experience, you can quickly arrive at a common set of goals across a diverse set of constituents. Leveraging sophisticated data-sharing and communication technologies, KME’s experts keep the dialog going, to ensure the definition of compelling event content and powerful messaging.
• Invite attendees to personalize their own experience through early communication, digital access to event materials, and ongoing dialog across all event touch points. Provide participants with easy access to relevant content and the ability to select their preferences across a variety of parameters, allowing them to “choose their own adventure” based on individual needs.

• Sustain the vitality of an event. What does architecting a vital meeting look like?
  • Extraordinary engagement: Meaningful discussions, top notch speakers, tailored activities – each element of the content and potential interaction point is designed to maximize an attendee’s experience.
  • Strategic content and messaging to maximize ROI: Every moment spent outside the office must deliver measurable value. Key is seeing a renewed energy around events that foster attendees’ expectations and support a company’s growth objectives. Attendees should walk away from an event knowing that the time they invested yielded unique insights, stronger partnerships, and business opportunities not found anywhere else. Leadership must see tangible meeting outcomes and strengthened alignment to drive the company towards a central goal.
  • Reduced environmental footprint: The traditional approach to sustainability is not going anywhere any time soon. Human connection should not come at the expense of the planet we all share.
    • No single-use plastics. Just. Stop. Move to reusable.
    • Responsible swag choices. Never go for heavy packaging products or one-use items. Consider where the swag is being shipped from to minimize emissions.
    • Offset or reduce your event’s footprint. Consider including a % of the registration fee to go towards carbon offsets or centralize the location based on where the majority of your attendees are based.

• Create an agenda that “breathes.” Gone are the days of jamming ten hours of content into ten hours of sessions. KME’s clients are incorporating time to process large amounts of information, while also creating moments where attendees can connect on a personal level. They are modifying an event’s structure to allow attendees to ask questions and participate in deeper discussions about the content being presented. The following strategies help attendees feel more engaged and like their experience matters:
  • Introduce more meaningful breaks. Key’s experts recommend extending breaks to thirty minutes not ten. Ensure attendees know that the lengthier breaks are intentional – a time to touch base with a presenter, call your fam, catch up on email. Recognize that attendees don’t want this meeting to be a burden. Give them the space to disengage and reengage fully.
  • Incorporate activities that engage attendees in creative and thought-provoking moments when they can bond with others. Think carefully about how to create organic opportunities for deeper conversations and relationship-building. That morning hike might be the perfect time to establish a strong personal connection that lasts beyond those hours spent in meetings.
  • Build-in opportunities to wrestle with tough topics. At a recent CEO summit hosted by a KME client, guests were asked to provide input about “what keeps you up at night,” prior to the meeting. The answers to this question enabled a thoughtful session where executives were grouped based on their responses, which led to valuable facilitated conversations by leaders for leaders.

After a couple of years of isolation, guests and hosts are seeking ways to participate in meetings that matter. This desire for human connection and belonging is changing attendee expectations. Their time is precious and how they spend it and with whom matters more than ever. Event hosts want to engage at a deeper level to increase loyalty, instill confidence, and inspire attendees. Both groups expect the highest possible return on their event investment of time and money.

According to Key’s team of experts, elevated event technology, sustained vitality, and agendas that reflect the whole person, balancing professional and personal needs  will be the game-changing trends that will explode in 2024.