Despite increasing pressure on budgets and the prevalence of
remote working, face-to-face meetings and events are thriving, a study of 383
association professionals has found.
But they must be organised by a trusted organisation, be relevant
to their interests, and should help delegates to make meaningful and lasting connections, according to the findings.
Research from Smithbucklin
and its event-strategy arm, 360 Live Media, conducted with Hanover Research, surveyed professionals
from a wide range of industries.
An emphatic 88 per cent rated in-person events as “extremely
valuable,” citing benefits that digital formats struggle to replicate. Chief
among these is trust: over 70 per cent said they trust content from live events
more than from emails, online sources, or even colleagues.
The study reveals that the top reasons people attend are
relevance to their industry (76%), the credibility of the host (75%),
networking opportunities (68%), quality of training and presentations (68%),
and alignment with their organization’s mission (68%).
Large national events with interactive, networking-focused
formats remain the preferred format, but hybrid options, though less preferred, expand accessibility
for those facing time or budget constraints.
To maximize value, the report outlines five strategies:
design events to elevate trust with credible, transparent content; spotlight
the future through product demos and emerging tech showcases; make experiences
interactive; provide tools for attendees to share learnings post-event; and
foster intentional, high-quality networking.
Yet barriers persist. High travel and accommodation costs
(33%), time away from work or family (27%), and long travel times (27%) often
keep would-be attendees away.
The authors suggest mitigating these by offering virtual
passes, tailoring content tightly to job roles, and considering regional or
satellite formats to reduce travel burdens.
“Professionals see in-person events as uniquely valuable,
and there’s opportunity to increase that value even more,” the report notes. “Trust,
relevance, interactivity, and connection are essential. When events are
designed with intention, they become more than just a gathering. They become a
catalyst for growth, learning, and community.”
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
