Over the past decade, the full integration of digital technology, the undeniable prominence of social media, and significant technical advancements in event production devices have paved the way for emerging trends in event organization within the tourism sector. According to Sergat, a witness to the constant evolution in the ways events are planned, produced, and executed successfully, these trends mark a new era (Hosteltur).
Phasing Out
- Virtual Events: Daily overexposure to screens and the normalization of virtual meetings have led to widespread digital fatigue. Attention wanes, and it has become challenging to present something captivating in this format.
- Massive or Large-Scale Events: Corporate macro-events, where attendees feel like mere guests, are losing their appeal. Large venues and mega conference halls are falling out of favor in favor of exclusive events that seek unique or limited-space venues.
- Unsustainable Events: With the rising awareness of environmental issues, events that do not consider sustainability in their planning risk generating negative feedback. The lack of eco-friendly practices and social responsibility can be a decisive factor for attendees choosing not to participate or leave positive feedback afterward.
- Rigidly Programmed Events: Events with little flexibility and strict agendas are becoming outdated. New trends demand adaptation and flexibility, even in real-time during the event itself.
Here to Stay
- Immersive Experiences: Creating immersive experiences that capture attention, invite participation, and stimulate attendees’ imaginations is crucial. Incorporating artistic installations, interactive food and beverage stations, live performances, and themed environments that organically transport participants is key.
- Personalization with Strong Storytelling: Personalizing the guest experience is essential. Using relevant data to create unique experiences under the umbrella of engaging storytelling guides the event and makes participants feel valued, engaged, and more loyal to the brand.
- Valuable Content: In more corporate events, experiences and information delivery should convey real value. Offering educational sessions and learning opportunities through workshops and collaborations with industry experts is a great option. Attendees seek and appreciate valuable content that enriches their experience and respects their time.
- Medium-Sized Events: In contrast to declining mega-events, medium-sized events allow for greater interaction and connection with attendees, as well as more flexibility and adaptability, even in real-time. They also facilitate innovation and experimentation with new formats and dynamics that optimize the 360-degree experience for attendees more easily than in macro-events. Additionally, they are much more sustainable due to their size.
- Sustainability is Crucial: Sustainability is now a growing priority not only for companies but also for attendees. Implementing eco-friendly practices such as waste reduction, the use of recyclable materials, choosing sustainable suppliers, and other responsible habits are essential in any current event.
- Technology: Purely technological advances include the allure and versatility of high-resolution LED screens in all configurations—LED cubes, large backdrops, or the first interactive LED walls—replacing traditional projectors completely. This technology provides a much more immersive and impactful visual experience.
Looking Ahead
- Artificial Intelligence (AI) in Events: The overwhelming emergence of AI in the past two years is also impacting events. While there are not yet reliable tools for detailed event planning or execution, AI is already present in more playful and entertainment forms, such as animations, interactive corners, and guest interactions.
However, the significant AI revolution will come with new models for video and avatar generation. Soon, text-to-video conversion through generative AI will yield nearly professional results. This advancement will bring numerous creative and practical possibilities, from presenting live events with custom-generated avatars or holograms to creating multimedia content specifically for an event using AI.
The sector still exhibits some skepticism towards AI use, but the range of possibilities it will offer in the near future will be vast, and its acceptance widespread. Of course, the success of the results will depend on the creativity and training of its creator, who must continually update their skills in using these new technologies.
Sergat is clear that the future involves “understanding and testing new tools and emerging trends to adapt to changes and maintain a focus on delivering successful events that meet set objectives.”
“In a world where innovation has no limits, the best events of the future will be those that optimally combine technology, personalization, and creativity, resulting in truly memorable experiences,” concludes their Director of Events, Marcel Solana.
