6Connex, BizBash Survey: Virtual and Hybrid Events Are Here to Stay in 2022 and Beyond

March 3, 2022

6Connexa provider of in-person, virtual and hybrid event solutions, and BizBash, a trade media platform, recently conducted a survey of event professionals that sought to gauge how events will take place in 2022 and beyond, with virtual and hybrid formats holding steady as go-to options.

The survey, which took place in Q4 2021 before the full impact of the Delta and Omicron variants of COVID-19 were known, indicated that more than 75% of respondents will host at least a portion of their events virtually in 2022, while 51% expect most of their 2022 events to be produced in a hybrid format, and 25% expect their events to be fully virtual this year.

“Even before we all realized the additional wave created by Omicron, event professionals were planning on virtual events—whether hybrid or fully virtual—to play a significant role in 2022,” said Luiz Martins, CMO of 6Connex. “Beyond the latest variant, we believe the change is permanent, as event organizers, planners and even attendees understand the benefits of conducting virtual and hybrid events.”

The survey results also indicated that in 2021, the event industry began to increasingly rely more upon collaborative event technologies, leveraging them to support events of all kinds, including sales meetings, trade shows and conferences. Virtual event technology has become smarter and evolved over the last 18 months, to the point where it will likely be part of most events moving forward, whether there are pandemic concerns or not, according to Martins.

“For organizers, it’s about creating a balance between in-person and virtual offerings to take advantage of the benefits both approaches offer,” Martins said. “The last 18 months has illustrated the ROI of virtual components, which include cost savings, attracting a wider audience and sustainability.”

The survey also put numbers on the impact of the pandemic in 2021, as 72% of respondents cancelled or postponed events due to the highly contagious Delta variant, 34% changed one or more in-person events to wholly virtual, and 26% added a virtual component to one or more in-person events. Meanwhile, only 15% made no changes due to the Delta variant.

COVID-19-related fears are still a concern, according to the survey, as 37% of respondents said their organizations have increased investments in hybrid event technology due to the variants. For 2022, 32% of respondents expect more than half of their in-person events will include one or more digital elements, such as live-streaming or remote access to accommodate virtual attendees.

Tracking Sustainability

Beyond the pandemic, sustainability may play into event professionals’ decisions regarding event formats in 2022 and beyond, according to the survey results, since virtual and hybrid events help reduce carbon emissions compared to in-person events. Approximately 44% of respondents anticipate the need to quantify the carbon footprint for at least a portion of their events in 2022, and 26% plan to quantify the carbon footprints of all their events within the next two years. Another 18% expect to have to do so for some, but not all, events. Only 34% do not plan to track the carbon footprints of their events in the next two years, although they believe they will be doing so toward the middle of the decade.

Budgets

Impact on budgets were mixed, according to the survey, with $500,000 as the dividing line. Roughly half of respondents reported 2021 event budgets of $500,000 or less, while the remainder reported budgets higher than $500,000. Regarding technology, despite the growing reliance on virtual and hybrid event technology platforms, 63% said their event tech budgets were under $250,000, and three in 10 surveyed said their 2021 event technology budget was less than $25,000. 

The 2022 technology budget is mixed as well, as 31% reported cuts to their event tech budgets and 31% reported an increase in their tech budgets. When there is an increaseit’s linked to COVID-19, as 37% said the variant has led their organization to increase hybrid event technology investment.  

“Virtual events are a must to meet the needs of many potential attendees who are not yet comfortable with traveling or being in large gatherings,” Martins said. “Besides accommodating them, a virtual event technology gives planners visibility into attendee behavior patterns that go beyond topline attendance metrics that tend to be captured at in-person events.”  

Virtual Tool Preferences

As virtual events became increasingly popular, providers of virtual event technology upgraded and expanded their offerings, and planners became accustomed to these tools. 

Among the top tools for keeping virtual attendees engaged in 2021 were (with the percentage of planners using them in parenthesis):

       Live chat feeds (72%)

       Real-time polling (65%)

       Live speaker Q&A sessions (60%)

       Virtual networking receptions (49%)

       One-on-one attendee networking (37%)

       Contests and giveaways (35%)

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.