By imposing new constraints, the pandemic forced many sectors to reinvent themselves—especially the events industry, which quickly demonstrated resilience and creativity. After more than a year of pandemic life, what lessons have we learned? What will tomorrow’s events look like? Here’s an overview of a sector that has managed to turn an unprecedented situation into a long-term opportunity.
Tomorrow’s event will be hybrid and inclusive
People often ask what the future of events will look like. Some predict a strong return to in-person gatherings—we’ve all had enough of Zoom and other video conferencing tools. Others swear by digital-only solutions. In our view, the truth lies somewhere between the two extremes.
Hybrid will become the new standard. Event venues are already starting to adapt. With the right setup, remote access will help break down barriers related to language and mobility. By opening in this way, events will expand their reach and foster greater inclusion, especially for audiences traditionally marginalised by conventional event formats.
This shift will open new possibilities in terms of content, audience, and experience.
Tomorrow’s event will be focused on content and experience
In the past, many events consisted of a series of speeches—with or without real interaction—followed by a few light activities. The emphasis was mostly on networking. With digital formats, content and experience are now becoming the top priorities. Events are, by nature, about interaction, dialogue, and listening. We must learn to better consider guests’ needs and build events around them. The most important questions to ask are: why should attendees show up, and what added value can I offer them? It is important to think in terms of ROI (Return on Investment) and ROE (Return on Emotions). Event planners will need to focus even more on communication before and after the event to ensure the right content reaches the right person at the right time—and to measure whether the objectives have been met.
Tomorrow’s event will be even more playful and participatory
We quickly had to confront the issue of shortened attention spans, especially in virtual formats. To address this challenge, sessions have become shorter, much like TED Talks. But shortening alone is not enough. To keep your audience engaged, it’s important to vary formats, speakers, and even settings.
Events have always followed a script. But digital tools now allow us to take things a step further technologically and place the participant even more firmly at the centre of the experience. With augmented reality, virtual reality, and more, we can create full immersion in the brand’s universe and ensure a lasting impact.
Moreover, it’s no longer acceptable for the company director to speak without proper media coaching. Drawing inspiration from TV shows, theatre, YouTubers, stand-up comedians, or professional coaches has become standard practice.
Tomorrow’s event will have lasting impact
Barely used a year ago, networking apps are now gaining popularity. These platforms, in addition to offering online registration, allow participants to see who will be attending, connect with other guests, exhibitors, or speakers—both before and after the event. They also enable push notifications to keep your audience engaged over time.
Tomorrow’s event will be more complex—and richer
As you’ve seen, tomorrow’s event requires an even broader set of skills than before. By adding a digital layer that offers a wealth of opportunities, events of the future will certainly be more complex—but they will also be richer, offering a more immersive and inclusive experience. Let’s just hope that the return to in-person gatherings won’t take too much longer.