A significant majority of European planners are sourcing for in-person events, according to a new report.
The Cvent 2022 Q1 Planner Sourcing Report: Europe Edition reveals planners across the UK and Europe are embracing diverse event formats, with in‐person experiences leading the way.
In-person events will make up the majority of event programmes for more than 70 per cent of UK and European planners in 2022.
Hybrid events are the most popular format, making up 38 per cent of events. Only 25 per cent of respondents said that virtual events would make up the bulk of their 2022 event programmes.
Cvent surveyed more than 500 event planners, managers, coordinators and directors across the UK and Europe (France, Germany, Italy, the Netherlands and Spain) in January 2022.
Event organisers in Spain (60 per cent), the UK (48 per cent), Germany (37 per cent) and Italy (38 per cent) say a hybrid format is the main choice. Just over half of the planners in the Netherlands (59 per cent) cited in‐person gatherings as their top option, while virtual is top in France (45 per cent).
Most planners (71 per cent) are currently sourcing venues for events with in‐person components, and of those planners, two‐thirds (66 per cent) say they will hold events in the first half of 2022 (while 70 per cent are planning events in the second half of the year).
By region, sourcing for in‐person events increases to 96 per cent for planners based in Spain, 92 per cent in the Netherlands, 87 per cent in the UK and 73 per cent in France.
Chris McAndrews, vice president of marketing for Cvent said: “As demand for in‐person experiences continues to rise in this new era of events, a venue's digital assets are just as important as their physical ones. It is vital that venues continue to not only adapt their services and onsite expertise to support hybrid events, but to also put that same level of attention and care into where planners begin their planning and venue sourcing processes – which is online. The hotels and venues that can successfully showcase their properties and hybrid‐ready meeting space in the digital environment will bolster their appeal to attract more MICE business in 2022.”
The report also reveals:
• Planners have bigger budgets compared to 2019. Among all respondents, 68 per cent say they have more budget for in‐person and hybrid events. Only 13 per cent say their budget has been reduced.
• Regionally, in the UK, just over half of planners (57 per cent) have more budget. In Germany (71 per cent) have more spend, which is the same proportion of planners that have increased budgets in other European markets (71 per cent).
• Interactive event space diagrams (43 per cent) and virtual site tours (42 per cent) are top of mind when planners begin sourcing for their events.
• The most important venue considerations for planners across the UK and Europe are on‐site production and tech expertise and venue/meeting room rates (both 27 per cent).
• More than half of planners (62 per cent) plan to increase their spend for event management software/technology in 2022.
• The provision of hybrid‐ready rooms or studios, health and safety protocols/certifications and brand reputation were also key, all at 26 per cent.
Download the full report.
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
