10 Predictions for Meetings and Events in 2021

February 1, 2021
10 Predictions for Meetings and Events in 2021

The coronavirus understandably caught the events industry flat-footed last spring. Who can predict a once-in-a-century disease? But nearly a year into the pandemic, there’s been time to experiment, learn, adapt and develop better strategies going into 2021.

Live events are going on, and will only pick up toward the second half of the year. That doesn’t mean COVID-19’s effects will disappear anytime soon. Almost all considerations that event planners, trade show organizers, exhibitors and attendees face are related to health and safety measures or economic challenges related to the pandemic.

There is proof that trade shows, corporate events and more can occur safely with in-person attendees. What lessons can the whole industry learn from shows like Surf Expo, Connect and PCMA’s hybrid experience?

The virtual component is out of the bag, though. And there will no doubt be many attendees, presenters and other participants who feel more comfortable in front of a computer screen, while others won’t have the time or resources to devout to getting on a plane and being away from the daily grind for multiple days. All this adds to the challenges that event planners and organizers face in positions that are difficult even under ideal circumstances.

“The ability to react quickly to changing and refined needs while remaining flexible to pivot again is mandatory,” said Scott Graf, global president of BCD Meetings & Events.

For better or worse, this is going to be the year of hybrid. It will serve, many in the industry hope, as a bridge toward a return to what is considered normal in 2022 and the year after. Here, we look at what’s ahead on that path as the industry takes a page from Elsa and goes into the unknown. 

Innovatis Study 2021

  1. This will be a year of recovery. While we can’t expect all of last year’s lost jobs and revenue to return all at once, there are a number of encouraging signs the industry will be in a better place by this time next year. The American Hotel and Lodging Association’s state of the industry report predicts hotels will add 200,000 operational jobs in 2021, but remain 500,000 below the pre-pandemic level of  2.3 million employees. “COVID-19 has wiped out 10 years of hotel job growth,” said Chip Rogers, president and CEO of AHLA in a statement. “Yet the hallmark of hospitality is endless optimism, and I am confident in the future of our industry.”
  2. Decisions will be made quickly. Virtual events pioneer Pathable predicts in a new report that 38% of decision-makers will choose between hybrid, virtual or in-person for their events within the first quarter of the year. Furthermore, about 40% of planners say they will settle on a platform to host their events by March.
  3. COVID-19’s echo will be felt almost all year. A study from Innovatis Group, a leading association management and engagement company, found that 70% of its respondents say the top factors in ushering in a return to in-person events will be a significant drop in COVID cases and widespread vaccinations. Restrictions like social distancing and smaller group sizes will play a smaller role.
  4. Virtual won’t go on the backburner. INVNT Co-founder and CEO Kristina McCoobery is optimistic that brands will return to in-person events, albeit smaller than past levels. But of note is that 2020 opened the door to reaching larger numbers of attendees through virtual events—a fact that won’t be lost on savvy groups. “Virtual attendees mustn’t be treated as an afterthought, and their experiences need to be carefully curated in the same way they are for an in-person audience,” she said.
  5. Hybrid could upsell. Hybrid and omnichannel events may ultimately be the best driver toward a full return to in-person, predicted Roger Dow, president and CEO of the U.S. Travel Association. Dow’s rationale is that hybrid events inherently draw larger audiences than in-person conferences and trade shows, which in turn introduces a brand to attendees who otherwise would not engage with them. That increases the pool for attracting a number of future attendees. “One half will see the event virtually,” said Dow, whose association is hosting a hybrid IPW in Las Vegas in September of this year. “They will see how safe it is and want to come in-person next year.”
  6. Exhibitors will feel the love (or else). Corporate meetings and training seminars weather the COVID storm better than most. The same can’t be said of trade shows, which had difficulty re-creating the in-person expo experience—that is, if groups tried at all. “Exhibitors need more value from virtual events,” said Howard Givner, founder and executive director of the Event Leadership Institute. “So far, virtual exhibitors are not getting enough traction, lead generation or ROI. If planners can’t solve this problem, expect exhibitors to go rogue and create their own events.”
  7. Customization will be king. How do you get attendees to engage more at events? Start by adjusting your event rather than expecting your guests to change their behavior organically, said David Peckinpaugh, president of Maritz Global Events. “By better understanding our event guests, we can design more personalized experiences for their event journey,” he said. “Most importantly, we need to let design dictate event structure and content rather than simply cutting and pasting from previous live event agendas.”
  8. Pay per play. Staying on engagement, McCoobery and Givner said higher expectations are going to create better offerings—especially for virtual attendees—but at a price. In other words, attendees will get what they put into an event. “We’ll start to see more and more monetized interactive competitions followed by exclusive content offerings to unlock, immersive activities that allow audience members to create their own avatars and explore a space or live gig with others, and tiered payment plans, including VIP packages,” McCoobery said.
  9. Las Vegas is coming back strong. No destination has been hit harder by travel restrictions and the economic downturn than Las Vegas. But the city never stays down for long, and that should be the case once again. Las Vegas Convention and Visitors Authority data points to a quick recovery, with 74% of study respondents believing that Las Vegas is best prepared to safely host in-person conferences, conventions and trade shows in the second half of 2021. Add that with 91% of those surveyed saying they miss in-person meetings and events and 77% of business travelers preferring to attend in-person, Las Vegas is primed to host a plethora of groups this year.
  10. Buckle up, it’s going to be a bumpy ride. For all his optimism and love for the events industry, Givner knows this is going to be a trying time. Uncertainty remains over the vaccine rollout and how federal, state and local agencies manage travel and crowd control. Potential attendees may stay on the fence longer about taking the trip. After all, many people are out of the habit of traveling while companies evaluate the pros and cons of flight costs. Said Givner: “Attendees are waiting until the last minute to register for events and book travel. For those who register, there will be more no-shows than usual. Be prepared for a roller coaster.”

 

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on Twitter, Facebook, LinkedIn and Instagram!

 

Add new comment

Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.