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3 trends to guide your 2024 event planning


As we step into 2024, the landscape of corporate events is undergoing a significant transformation. The strategies that worked in the past may not resonate with today’s audience, making it essential for corporate marketers and events staff to stay ahead of the curve. Let’s delve into three key trends that will shape your event planning endeavours in the coming year.

The resurgence of in-person events

In the early months of 2023, virtual and hybrid events seemed like the future of corporate gatherings. However, recent research is revealing a shift in attendee preferences. In one study, a striking 72% of respondents expressed a strong inclination towards experiencing hybrid events in person, signalling a decline in the allure of virtual formats.

As we move further into 2024, it’s evident that the appeal of in-person events is on the rise. Delegates are seeking opportunities to step out of their daily routines, forge genuine connections, and immerse themselves in positive and memorable experiences. The organisations that prioritise crafting compelling in-person events are poised for success in this evolving landscape.

In the pursuit of meaningful experiences, event planners must focus on creating environments where attendees can engage authentically. Rethinking traditional formats and incorporating novel elements will be essential to capture the attention of a discerning audience. By keeping the vision of a unique and valuable experience at the forefront, event organisers can ensure that their gatherings leave a lasting impact.

Immersive, personalised, and tech-enhanced events

The era of attending events out of necessity is waning. In 2024, participants are looking for more than just networking opportunities or a change of scenery. The demand for immersive and experiential events has never been higher. Event planners must go beyond the ordinary to capture attendees’ attention.

Engagement has become a pivotal metric for event success, with 49% of marketers emphasising its significance. The rise in searches for unconventional venues, such as immersive galleries and revolutionary gaming arcades, reflects a shift towards creativity and uniqueness. In 2024, look to venture outside the conventional to provide attendees with experiences that resonate on a personal level.

Furthermore, personalisation emerges as a key strategy to enhance engagement. Leveraging data and technology, event planners are employing artificial intelligence (AI) to curate personalised experiences for each attendee. AI is not only automating tasks but also offering insights that enable organisers to fine-tune every aspect of the event, from speaker recommendations to personalised schedules.

Multi-dimensional events for a stronger ROI

In the face of budget constraints, time pressures, and evolving challenges, event planners are redefining the concept of corporate gatherings. Traditionally, events calendars featured a routine schedule of events that fall into familiar categories – an awards event at the end of a fiscal year, an annual conference, an incentive trip for top sales people, and a few team-building events sprinkled throughout the year. Delegates are tiring of this traditional annual outlook – in 2024, expect them to be more enticed to attend events that are dynamic and all-encompassing, that blur the lines of these traditional categories.

As we’ve stated, events in 2024 need to focus on experience, and the types of events that will yield the best bang for your buck are the ones that offer delegates multi-dimensional, immersive experiences. For example, instead of your typical 2-3 day annual conference that sets goals for the year ahead and delivers crucial updates and information to your staff and partners, consider a 5-7 conference, where you merge your conference with a few days of team-bonding and celebratory functions. 2024 is a time to be creative – not only with your event formats, but with how you spend your marketing budget.

In conclusion, 2024 promises to be a year of dynamic shifts in the corporate events space. By embracing the resurgence of in-person gatherings, prioritising immersive experiences, and embracing the multi-dimensional nature of events, corporate marketers and events staff can navigate the evolving landscape with confidence. The key lies in staying agile, creative, and attuned to the ever-changing preferences of a discerning audience.