Top Event Trends to Watch in 2023
2022 brought events back with a bang! It has been quite the few years for us in the events industry. Can you believe that New Zealand only opened to the rest of the world on 31 July 2022, so the first half of the year was a write off.
With the world recovering from a global pandemic, to now being amid a financial crisis, it is admirable, and amazing to still feel that sense of confidence and excitement surrounding the events industry.
Since joining the New Zealand Events Association in October, I have spent time speaking with members, and getting a sense of what 2023 is going to bring. Here are the predictions:
1. Event Tech has never been more important
Obviously, the pandemic brought about the demand for virtual events, and with this, the tech associated with this has come on leaps and bounds since. Now people are keen to get back to in-person events, but Hybrid events are still the expectation for some events. Unsurprisingly, a study by MPI on Bizbash.com found that 70% of respondents feel that hybrid events will be important to the future of the events industry. Due to this, virtual and hybrid event technology will need to be constantly improved and updated to cater to changing demands.
Using technology to enhance your guests experience can range from accessible content, through to experiential opportunities on-site. According to Marketing Insider Group, the use of AR and VR is likely to grow in the events sector by 25%. Imagine if planners were able to use a VR headset to see exactly what the event space would look like when guests arrive or during the keynote. Technological advances like this would certainly save time and increase the saleability of the venue. Imagine having the ability to allow meeting planners to use augmented reality (AR) to walk through a room with a device and see a variety of room setups in real-time.
Facial recognition technology is getting used more and more, with Foodstuffs New Zealand being the latest to roll it out in some of its stores to help with security and registration. Could events start using facial recognition to track attendance/ limit ticket fraud? Just a thought.
And although I am late to the party here, how amazing are the drone light shows popping up across the world. Drones in general have the ability to offer some great attendee experiences.
2. Video content
We’ve heard it before, content is king (and Queen). But according to The Cisco Video Networking Index, video content will account for 82% of all internet traffic by the end of this year. TikTok has amassed over 100million more users in the last 12 months alone.
Audiences want and expect to watch video content on-demand, when it suits them.
Events offer some amazing content, and it doesn’t have to be difficult or expensive to shoot. You can check out our latest Webinar ‘The Power of Video Content’ for more on this topic.
3. Data
The beauty of using more event technology, generally means that you will collect more data. We can use this data to enhance personalisation at future events, and improve targeting. Data is being collected more and more, with the use of event apps, registration software, virtual event platforms, even from your social media followers.
I found this awesome article on data at events written by SuperEvent, which outlines how you can collect and use data at events, from targeted messaging, through to crowd control. Data and technology go hand in hand.
We will have more about the Power of Data at Eventing the Future 2023, so save the date to find out more.
4. Sustainability
It pains me to have to put this as a ‘trend’, as in 2023 Sustainability should be BAU. And there has been a noticeable shift in the attention that sustainability at events has been getting, but we still have a long way to go in this area. We are lucky in New Zealand that a number of our venues are as environmentally friendly as possible, and offer only sustainable and reusable solutions to help bring down waste.
2023 will see a year where being environmentally conscious is no longer a ‘nice-to-have' but a necessity and a duty for each and every one of us to do our part to minimise our impact on the planet.
One area that plays a major part is food at events. More and more companies are introducing environmentally-friendly menus, with more options for dietary requirements. Using locally sourced and seasonal produce, not only enhances your guests experience, but is also kinder to the environment.
5. Diversity, inclusion, accessibility and health and wellness
This is not a new topic, however it will always be evolving. We need to ensure that events are accessible and inclusive to all individuals.
I found this article that HireSpace UK pulled together when they spoke with Isaac Harvey, a content creator and disability awareness advocate on how we can all help to make the events industry more inclusive. It is well worth a read.
Another topic that a few NZEA members have spoken to me about is having a space at events for ‘chilling out’. If attendees need a break from the noise of the event, then having a zone available to reset is sought after.
We all know how difficult finding staff is in our industry, however we also predict there will be much more of a focus in ensuring recruitment processes offer equal opportunities to all, and that there is diverse representation across businesses and events teams. There has also been a huge shift recently on improving employee wellbeing, as well as improving the wellbeing of our delegates at events. If you are a venue for example, it could be a good idea to highlight local wellness attractions such as a farmers' market, so planners can treat their delegates to a few days of mindfulness.
We think that packed-out event agendas will be a thing of the past, and instead there will be more breaks scheduled, as well as a renewed focus on healthy food that fuels attendees' energy levels during the event.
With the last few years allowing people to have more flexibility between work and home, we are predicting that there will be an increase in demand for family-friendly events. This feeds into inclusion and accessibility. Allowing guests to take their kids to events, takes away the stresses of childcare.
So there you have it. Our predictions for 2023. Let’s look back in 12 months time to see if we were close to the mark! If you have any questions, or want a chat, you can reach us at info@nzea.co