JAMES REES , EXECUTIVE DIRECTOR , EXCEL LONDON EXPLAINS WHY THE EVENTS INDUSTRY NEEDS A NEW ROI

he end of another busy year of events is always a good time to reflect on the successes we have had , and understand how we can learn , improve and continue the great work we do .

We often talk of adapting to new challenges , and none have had more of an impact on our sector in recent times than the Covid-19 pandemic and the acceleration of climate change . Having seen an incredibly strong return of in-person events during 2023 , we must consider how we are delivering on attendee expectations for networking , experiences and both environmental and social impacts .

Post-pandemic , people are more conscious of the value of their time and the impact travelling to various events would have on climate change , for example . Understanding how and why events must provide a return on investment that is not solely measured or evaluated in financial terms is becoming paramount .

At IBTM in Barcelona , ExCeL London revealed the findings from its strategic research project , Event with Intent , which aims to provide valuable insights into the evolving preferences , behaviours and expectations of event organisers and delegates .

ExCeL London surveyed 300 people , including delegates at key international events that took place at the venue during the Summer of 2023 , as well as senior leaders from event organisers and agencies for the research . The findings shed light on what motivates attendees to go to events and what their expectations are to deliver valuable delegate

Above : James Rees

experiences in the post-Covid environment . The report ’ s findings carry important implications for the events industry ’ s future and call for a recalibration and focus on a new ROI – Return on Intent – to measure how our sector is delivering value to attendees .

Report findings The research was commissioned to understand the key drivers behind event visitor behaviour , and the factors influencing event attendance . We spoke to experienced leaders of the world ’ s most respected events agencies to test out the trends that emerged , the impact and legacy of the events we hold and what this means for the future , including access , facilities , and the increasing role of technology .

Delving into our findings , the report helps shape an understanding of what attendees are looking for in an ever-changing events landscape . Although ‘ Bleisure ’ – a combination of business and leisure – is certainly a motivation for attendees , who expect

“ Understanding how and why events must provide a return on investment that is not solely measured or evaluated in financial terms is becoming paramount .”

unique experiences to be blended into their day of networking and seminar attendance , our research showed they are taking a much more objective-led approach to events . In fact , over 60 % of those surveyed cited networking as their primary reason for attending events and conferences . The message is clear : Networking is King .

Events are one of the few remaining places for guaranteed face-to-face interactions . A well-designed venue increases the likelihood of what we have termed ‘ curated serendipity ’ – a seemingly chance meeting with exactly the right person or people to help achieve organisational aims . Event agencies are now using technology to increase these chance meetings , including being able to