Our CEO's Message

We’ve also seen a number of reports released recently that further emphasise the increasing importance of human connection, experience-driven interactions, and holistic approaches to work and life. It’s clear that there’s a shift from traditional, transactional events to experience-driven, emotionally resonant gatherings, reflecting a broader movement toward integrating work, life, and the world around us.

This means we’re seeing in-person events reclaiming their central role, after a few years of virtual and hybrid events being the norm out of necessity. For example, the Cvent Event Industry Report 2024 reveals that 74% of organisations plan to focus on in-person events over the next 12 months, highlighting a preference for the depth of connection and engagement these formats provide, creating environments where attendees can forge connections, experience moments that resonate, and leave with lasting memories. Once again, I can only come back to the Paris Olympics and the ground-breaking opening ceremony that said ‘stadiums are boring, let’s make the whole city our event playground’ and creating a truly different experience for the participants and viewers that was undeniably memorable!

The desire for creating memories and fostering a sense of community is also reflected in the findings of the Knowland 2024 State of the Meetings Industry Survey. The survey reports that meeting planners across the globe are increasingly focused on delivering high-quality events that create lasting memories, even as they navigate challenges such as rising costs and staffing issues. This trend aligns with the growing desire for events that resonate on both a personal and professional level.

One of the ways event organisers are creating more meaningful and memorable events is through a shift to experience-first event design. We’re seeing more non-traditional experiences that resonate with attendees on a personal level, for example incorporating local cuisine and wine to bespoke cultural and team experiences. The Freeman 2024 Exhibitor Trends Report emphasises the importance of creating environments that are not just functional but inspiring, helping to foster deeper connections and more impactful outcomes. This means more personalised itineraries and interactive content, to help drive more engagement and attendee satisfaction.

Of course, personalisation ties in closely with the other major trend that can’t be ignored – the rise of technology, specifically AI and automation tools. HubSpot’s State of Marketing 2024 report emphasises that AI and automation are enabling more personalised and engaging experiences, blending in-person and virtual experiences to meet the evolving needs of attendees while preserving the essential human elements. Technology is allowing event organisers to scale relationships and ensure that as events grow, participants still feel individually valued and connected, as well as providing real-time insights that can be used to shape and enhance the attendee experience.

Sustainability remains a key priority, with event organisers wanting to ensure events are not only impactful but also responsible. The Cvent report indicates that 81% of event planners have set sustainability targets for their 2024 and 2025 events, reflecting the industry's dedication to minimising its environmental footprint while delivering high-quality experiences. At Cliftons, we’ve worked hard to ensure our venues support these goals, recently achieving the highest level of sustainability accreditation from IACC. The Paris Olympics also demonstrated that even the largest of events can be held with sustainability in mind, working to a carbon budget that influenced choices big and small, from repurposed and temporary venues though to renewable energy and public transport options.

Inclusivity and accessibility are also continuing to drive innovation in event design, from venue choices to the integration of technologies to accommodate diverse needs.

Of course, all this innovation comes at a cost, and in a world of rising inflation, every dollar counts. Event planners are rising to the challenge by focusing on ROI like never before. And here’s the twist: rather than cutting back, many businesses are increasing their event budgets because they understand that in a digital-first world, real-life connections are more valuable than ever. The Cvent report shows that a significant number of organisations are spending more on in person events in 2024, seeing them as critical to building relationships and driving growth.

It's this capacity to build relationships and drive growth that keeps me so engaged with the business meetings and events sector. I truly believe that events are a powerful strategy to build connection and make businesses strong and resilient in an ever-changing environment. The Cliftons team is here to help you get more from your event budget with a focus on creating remarkable experiences that deliver results. Please reach out to see how we can support your organisation.