Almost three quarters of event organisers are set to increase online meetings - and nearly half intend to increase hybrid meetings - according to a new survey.
Research by BMA House among buyers and delegates during April 2020, has highlighted significant shifts in approach towards face to face meetings going forward.
Nearly three quarters (73 per cent) of meeting organisers confirmed they intend to increase online meetings. This change was reflected in delegate opinion; 89 per cent said their online meeting attendance would increase.
The research also shows that hybrid meetings are expected to increase, with 45 per cent of meeting organisers saying they will increase their use of hybrid formats. Supporting this, 31 per cent of delegates said their attendance at hybrid events was likely to increase.
In recognition of the need for people to develop relationships, 61 per cent of organisers and 44 per cent of attendees said they would like to see an increase in the social and networking elements of their events. However, worryingly for the face to face meetings sector – 39 per cent of organisers intend to reduce their face to face meetings, while 55 per cent of delegates said their face to face attendance would reduce.
Kat WinfieldJust 3 per cent of organisers and 0 per cent of delegates expect face to face to increase.
The research was carried out via an online survey with 229 respondents, made up of 79 event organisers and 150 event delegates.
“These figures represent a stark and significant shift for our industry but not an unexpected one,” said Kat Winfield, venue manager at BMA House. “Most importantly, they demonstrate a call to action for venues in particular but also destinations, when it comes to long term planning and the integration of hybridisation into our offering. COVID-19 has demonstrated that much can still be achieved online, but in positive news for our industry it has also demonstrated a significant desire amongst us all for more social opportunities. One-to-many learning can be achieved via a camera and screen but it simply doesn’t have the same level of impact when it comes to relationship building. Events and meetings will still take place, they will be in different formats and include a range of new tech, but people still want to meet, exchange ideas and develop friendships and relationships.”
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
