The events industry was effectively shut down by the Covid pandemic.  Now that the world is getting to grips with this challenge and we’re learning to live with the virus (thanks to the vaccine programme) things are beginning to open up again.  We’re not, however, picking up where we left off.   For one the virus is still with us – events have to manage the threat of contagion.  Secondly, the crisis accelerated a number of trends that were already underway.  For these two reasons today’s events will be somewhat different from those we remember from a couple of years ago.  The phrase “new normal” definitely applies to the world of business events!

Virtual events are here to stay

Before the pandemic about 45% of people had attended a virtual event.  Two years later and that figure has jumped to 85%.  What’s more, almost everyone has become comfortable with using zoom, teams or some other web conferencing platform to “meet” with co-workers, friends and relatives.  Recent surveys suggest that about 90% of event organises to plan to put on more virtual events in 2022.

Not surprisingly a lot of people are getting very excited about the fact that virtual business events are not just here to stay but certain to increase in numbers and popularity - especially as the technology evolves.  However, this does not sound the death knell of the in-person/offline/face-to-face business event.  Far from it, in fact.

High-tech is no substitute for high-touch

Online meetings are in many ways more convenient – and safe.  That doesn’t change the fact that interacting with others through a screen is far less satisfactory, personal and enjoyable than physically being in the same room.  We know this from our own experience but it is also borne out by the findings of the Amex 2022 Global Meetings and Events Forecast. 

The report highlights the fact that the suspension of face-to-face meetings has merely emphasised to businesses why they are so vital and has created a pent-up demand for their return - people have really missed these opportunities to connect, build relationships and share ideas. 

But that’s not all.  Working from home was a necessity during the height of the pandemic.  But most managers, employees and organisations are now accepting this this arrangement as permanent.  “It’s a challenge to keep employees engaged when everyone is separated. Organizations are now understanding the valuable role face-to-face meetings play in connecting a dispersed workforce” notes the report.    Linda McNairy, vice president of, American Express Meetings & Events Americas, explains that “It’s really hard to drive culture in a non face-to-face environment.”

Great expectations for in-person events

Respondents to the Amex survey were confident that in-person events would see a huge resurgence in 2022-3.  57% of those surveyed in Europe expected the number of in-person events to return to their pre-pandemic in the next two years.   Respondents also expected that 81% of all meetings and events would have an in-person component going forward.  By contract only 19% of meetings and events were forecast to be virtual only.  Further research by Identity, a live events production company, suggested that 80% of those surveyed would like to attend  events in person during 2022.

Say hello to more hybrid events

“Hybrid” is a new industry buzzword you are going to be hearing a lot from now on.  It refers to meetings and events that take place in a real physical venue with attendees enjoying face-to-face interaction, but along with a virtual element that allows people to participate remotely.   European respondents to the Amex survey expected 33% of meetings and events to be hybrid in nature in the near future.

Safety will be a top priority

Most if not all mandatory Covid-related restrictions have been removed for now.  However, anyone organising an in-person event will still have to take stringent precautions to do all they can to protect attendees and guests. 

Final thoughts

These are times of rapid change and to some extent what the immediate future holds is anybody’s guess!  Whatever kind of business event you have in mind, whether that be a networking event or a team building day, a conference or a corporate party, the team here have a wealth of experience to help ensure it’s a great success.  Call us if you’d like to talk through your ideas or pick our brains.