Events professionals value innovation

Updated: Apr 2, 2020

Creativity and innovation are increasingly important for events professionals around Europe, according to the latest Business Barometer from Meeting Professionals International (MPI).

European professionals seem relatively confident about the future, predicting an overall increase of 3.6 per cent in business over the next 12 months. This is definitely a sign of improvement, after a rise of 1.5 per cent in the past year, although it did lag behind the US. Professionals there have seen a 2.7 per cent increase in the previous 12 months, prompting expectations of a four per cent improvement in the coming year.

Although economic conditions around the world are continuing to improve, the report says, with the US on the road to recovery and Europe gradually emerging from the doldrums, the environment is still relatively uncertain. In this context, meetings professionals are looking for ways to provide more and better services to delegates.

“With the exception of a few specific locations, marketplace uncertainty is giving way to the need to and more creative and efficient ways to deliver great experiences,” the report says.

“Meeting professionals are turning to better uses of technology, more creative event and session formats and a better understanding of emerging tools in order to enhance attendee experiences.”

MPI explains that event planners are looking for creative ways to break away from the traditional setup of corporate conferences, meetings and seminars as they seek to provide something new and fresh. They were also seeing considerable benefits from exploring these avenues - for example, they were aware of deeper emotional engagement and higher satisfaction among stakeholders.

Intriguingly, they were also finding ways to break into new demographics and increase overall participation, suggesting that innovation could potentially become the key to more lucrative events.

Technology is also becoming even more important to the event management mix - at the same time as online event registration software is becoming more popular, the study shows that social media, apps and even hybrid or completely virtual events are expanding their share of the market.

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