Excel London is doubling down on the US market as demand
for large-scale live events continues to grow.
Writing ahead of his participation in the UK government’s
largest-ever trade mission to the United States, Excel London CEO Jeremy Rees
said face-to-face events are becoming more valuable, not less, in an
increasingly AI-enabled world.
The Great Together LA trade mission is the largest ever delegation sent to the US and is led by
the UK secretary of state for culture, media and sport Lisa Nandy.
In a blog, Rees argued that live experiences remain central to international
business growth, describing events as spaces where “ambition becomes action”.
“In an increasingly digital and AI-enabled world, human
interaction matters more than ever,” he said.
“Technology has transformed the way we communicate, but it
has not replaced the value of meeting face to face.”
Rees said North America has become increasingly important to
Excel’s growth strategy, revealing that 60 per cent of the venue’s business now
comes from the region. Major US technology companies including Oracle, Amazon, Google
and Salesforce now use London for flagship European events.
“We continue to see strong interest from US organisers,
particularly across sectors such as technology, healthcare and finance,” Rees
said.
According to Rees, venues are increasingly expected to
deliver far more than exhibition space alone, with organisers demanding
stronger technology infrastructure, sustainability credentials, hospitality
offerings and destination experiences.
“Major venues are no longer passive suppliers of space,” he
said. “They are increasingly expected to provide flexible
infrastructure, high-quality technology, seamless transport connectivity,
delicious food and engaging hospitality, sustainable solutions and a
destination experience beyond the event itself.”
Rees also argued that the rise of AI and automation could
ultimately strengthen demand for in-person experiences rather than weaken it.
“The most valuable outcomes happen whilst waiting for a
coffee or an early evening drink,” he said, describing live events as
opportunities for “curated serendipity”.
The Great Together LA trade mission brings together UK
business leaders, policymakers and investors to strengthen commercial ties
between the UK and US.
Rees said the mission reflected a wider truth about business
growth and live experiences.
“The spirit of those meetings - to connect, engage and share
cultural experiences - will be the same all these centuries later, because when
it comes to business, being face to face will always matter.”
Last year Excel completed a 25,000 sqm expansion of its
International Convention Centre as part of a wider £350m investment programme
across the campus.
