Attendee engagement is the key to a successful meeting or event, shaping the experience and leaving a lasting impression. For meeting professionals, engagement starts by understanding the various attendee personas. With that information, they can curate an experience that will resonate with their audience.
Attendee engagement is the key to a successful meeting or event, shaping the experience and leaving a lasting impression. For meeting professionals, engagement starts by understanding the various attendee personas. With that information, they can curate an experience that will resonate with their audience.
We’re going to see a big focus on emotional engagement. How can you engage audiences in your product and brand? It’s not easy, because the audience today is diverse, and the demographics are complex. In the past maybe you could ignore or skip over this. Now there’s no getting around it.
Milton Rivera Global Vice President, the Experience Studio, Amex GBT Meetings & Events
We’re going to see a big focus on emotional engagement. How can you engage audiences in your product and brand? It’s not easy, because the audience today is diverse, and the demographics are complex. In the past maybe you could ignore or skip over this. Now there’s no getting around it.
Milton Rivera Global Vice President, the Experience Studio, Amex GBT Meetings & Events
Top considerations for a memorable attendee experience
Meeting professionals have identified several critical factors that contribute to a memorable attendee experience, with the top three being content, venue, and destination.
Top considerations for a memorable attendee experience
Meeting professionals have identified several critical factors that contribute to a memorable attendee experience, with the top three being content, venue, and destination.
Content
The relevance and quality of meeting content and agenda are paramount. Attendees want valuable insights and actionable takeaways that enrich their professional lives.
Venue
The physical environment plays a significant role in shaping the attendee experience. A well-chosen venue can elevate the perception of the event and provide a conducive atmosphere for networking and learning.
Destination
The location of the event can enhance its appeal, offering attendees a unique setting that adds to the overall experience.
Content
The relevance and quality of meeting content and agenda are paramount. Attendees want valuable insights and actionable takeaways that enrich their professional lives.
Venue
The physical environment plays a significant role in shaping the attendee experience. A well-chosen venue can elevate the perception of the event and provide a conducive atmosphere for networking and learning.
Destination
The location of the event can enhance its appeal, offering attendees a unique setting that adds to the overall experience.
Finding the right destination and venue
Selecting the appropriate venue is crucial in delivering a memorable attendee experience. Despite challenges related to cost and availability, meeting professionals emphasize the importance of venue selection; with longer lead times meaning they can devote sufficient time to the venue sourcing process. With nearly half (46%) expecting meeting space availability to remain steady in 2025 and 32% anticipating increased availability, respondents expect to have more options to choose from. Keeping an eye on emerging destinations and alternative event spaces can also provide unique opportunities for creating engaging experiences.
Decision-making factors
Venue size, date, and season weigh into the selection decision. Four in ten meeting professionals (41%) report lead times are the same as 2024, while 31% report they’re getting longer – a welcome reprieve from a few years back when lead times were shorter. Longer lead times could help in securing desired venues.
End to end experience is more and more important. When we looked for venues in the past, we looked at location, price, and value. Now we are asking, “how does this venue make you feel?”
Emma Bason Director Global Venue Sourcing, Amex GBT Meetings & Events
Finding the right destination and venue
Selecting the appropriate venue is crucial in delivering a memorable attendee experience. Despite challenges related to cost and availability, meeting professionals emphasize the importance of venue selection; with longer lead times meaning they can devote sufficient time to the venue sourcing process. With nearly half (46%) expecting meeting space availability to remain steady in 2025 and 32% anticipating increased availability, respondents expect to have more options to choose from. Keeping an eye on emerging destinations and alternative event spaces can also provide unique opportunities for creating engaging experiences.
Decision-making factors
Venue size, date, and season weigh into the selection decision. Four in ten meeting professionals (41%) report lead times are the same as 2024, while 31% report they’re getting longer – a welcome reprieve from a few years back when lead times were shorter. Longer lead times could help in securing desired venues.
End to end experience is more and more important. When we looked for venues in the past, we looked at location, price, and value. Now we are asking, “how does this venue make you feel?”
Emma Bason Director Global Venue Sourcing, Amex GBT Meetings & Events
Our view
The industry is moving towards more personalized, emotionally resonant experiences, investing strategically in onsite enhancements, and factoring in longer lead times for better planning. The shift involves understanding diverse attendee demographics, prioritizing high-quality content, and exploring innovative venues. By focusing on those areas, meeting professionals can create more impactful and memorable events, ultimately driving greater attendee satisfaction and engagement.
Our view
The industry is moving towards more personalized, emotionally resonant experiences, investing strategically in onsite enhancements, and factoring in longer lead times for better planning. The shift involves understanding diverse attendee demographics, prioritizing high-quality content, and exploring innovative venues. By focusing on those areas, meeting professionals can create more impactful and memorable events, ultimately driving greater attendee satisfaction and engagement.
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