The world has shifted dramatically in the past two years. How we work, do business, market, shop, gather, share information, and live day-to-day has undergone a transformation none of us could have expected. Let me be clear, there is no return to “normal,” and it is time to future-proof both your personal and business worlds.

The event and hospitality industries were impacted to a higher degree than many others. Participants were unable to travel and attend events safely. In-person events were either canceled in 2020 or switched to a virtual format.

What Does the Data Say?

We compared the same eight events in the 2019 physical iteration and its digital 2020 counterpart. The findings were a 97% increase in attendance overall over 2019 in-person events. This constitutes a 78% increase in countries represented through virtual attendance in 2020.

While in-person events started to come back in 2021, the Delta variant has caused a large percentage to convert back to virtual in the fall of 2021. According to industry statistics, those holding in-person meetings have attendance levels at 40% to 70% of 2019 figures.

Future-Proof Your Organization Now

So, if you are waiting out the storm, it’s time to set a new course. Future-proof your events now for an unpredictable future. Annual conferences have long been a significant revenue source for host organizations and associations but can no longer be counted on to produce the revenue. A new model will need to be put in place.

What Do We Know?

Here’s what we do know:

  • Viruses, medical outbreaks (Pandemics)
  • Hazardous weather conditions
  • Travel concerns and restrictions
  • Strikes and civil unrest

will all play an increasing role in the future of events.

We also know:

  • External forces can change the best-laid plans in a minute
  • Event technology is rapidly becoming more sophisticated
  • Working remotely is offering the opportunity to people who care for children or the elderly to work without travel
  • Inclusivity and accessibility increase with virtual components

How to Future-Proof Your Event

It’s time for host organizations to work with key stakeholders to design the experience to be:

  • Resilient
  • Forward-thinking
  • Provide consistent revenue generation
  • Engaging
  • Dynamic
  • Inclusive of all

It Will Look Different, But What If The Difference is a Better Product Than Before?

What if…

  • Sponsors get more value from events and shift their advertising budget into experiential activations? Which are loudly promoted on social media and live on long past the event.
  • Professionals, who meet online, gather regionally as a group for networking?
  • Sponsors can host and facilitate local meetings?
  • Underserved communities can now have a voice?
  • Your attendees save large amounts of carbon emissions by not flying to every event?
  • We can choose to attend events in person when we as individuals feel it is safe to do so?
  • The host organization is first and foremost looking out for its people?

Playing it Smart to Future-Proof Your Organization

Please don’t give up on events playing a large role in your organization but be SMART about them. This is an opportunity to take a leadership position in the industry and create something exciting. Future-proof the event by designing a gathering that will include everyone and pivot as external forces change our plans. Harness digital technology to help you. Organizations can depend on a less contingent revenue model for economic security.

Change is difficult, scary, and often avoided. Well-managed change can also be welcomed in a world where chaos reigns. In fact, that is the definition of resilience–the capacity to recover quickly from difficulties. Yes, future-proof events are integral components to the sustainability of your organization.