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guide attendees towards specific panel events and webinars – helping to deliver great event experiences . In the report we explore how this can include creating bespoke , physical user journeys for attendees to take at an event , tailored to their individual needs and preferences .
I touched earlier on the challenges the sector is facing , including recovering from significant global and economic shocks . Our research highlighted environmental and social factors are a priority for attendees , across all demographics surveyed . The creation of a genuine , positive legacy for an event is something which we believe will be increasingly on organisers ’ checklists .
Lastly on the findings , the destination matters . Alongside social and
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environmental factors , maximising time spent in a particular location is a key driver . London was highlighted as the top destination for an event , thanks to its rich cultural heritage and transport links . The city also remains a global business centre full of multinational headquarters and offices , offering considerable networking and partnership opportunities as well as access to talent and expertise beyond any event perimeters .
Measuring Return on Intent ? How we measure whether attendees achieved what they came for is the next step . We now have a much stronger idea of what attendees are looking for , but how can we utilise this research to help our industry ?
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“ Over 60 % of those surveyed cited networking as their primary reason for attending events and conferences . The message is clear : Networking is King .” |
Some of the most innovative agencies are employing behavioural science techniques to better gauge people ’ s true reactions . Using this kind of technique , the industry will be able to measure the real Return on Intent and fine-tune events and experiences to better align with attendee expectations . Indeed , at ExCeL London , the decision-making process around the architectural and in-built wellbeing features of the new International Convention Centre in London , which is due for completion in 2024 , come from listening to our attendees and aligns with the findings from the report . n
n To read the full report contact ExCeL London .
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