New Research Suggests Live Events Still Preferred But Digital Playing a Stronger Role
September 8, 2020
While live events continue to be overwhelmingly preferred, digital event elements have a role to play going forward, according to data from the ongoing Global Recovery Project conducted by event research company Explori in partnership with UFI.
Supported by SISO and comprising responses from more than 9,000 respondents in 30 countries, the findings indicated that both visitors and exhibitors rated live events more highly in almost all aspects. This was especially true when it comes to networking, with 77 percent of exhibitors and 83 percent of visitors stating that face-to-face events were much better than online.
That said, respondents also indicated they appreciated the reduced costs for attending online events and that the quality of the content was starting to compete with that of face-to-face events — with 52 percent saying the online content was as good as, if not better, than live events.
“This global survey delivers key insights to organizers as they plan ahead. It underlines the clear preference that people want to meet in person to do business,” said Kai Hattendorf, CEO of UFI. “At the same time, it gives a clear roadmap for areas where digital events need to evolve to become a permanent fixture in a hybrid future for the business events industry.”
The survey found that 79 percent of the respondents had at least some interest in attending a hybrid event as an online-only delegate, especially if it was an event they had never attended before.
“Online and hybrid seem to have a complementary role to play alongside live events,” said Sophie Holt, global strategy director for Explori. Holt suggested that online-only events could act as qualification and conversion tools for a flagship live event or offer sponsors access to a totally new audience whose needs are better met in a virtual setting.
“We will be conducting a further phase of research in the near future to further understand the sentiments of visitors and exhibitors, including their views on different aspects of the digital event formats,” said Holt.
Additional results from the ongoing study will be released in the coming weeks, both through traditional reports and via the UFI Connects webinar series, which is available here.
Partner Voices
HERE, hosting responsible meetings and caring for our communities are top priorities. Through its 'Focused on What Matters: Embracing Humanity and Protecting the Planet' philosophy, MGM Resorts commits to creating a more sustainable future, while striving to make an impact in the lives of employees, guests, and the communities in which it operates.
Water Stewardship Efforts
MGM Resorts understands the importance of using water efficiently, especially in the desert destination of Las Vegas. Conserving water has always been part of the mission, but MGM Resorts has expanded its ambition into water stewardship.
In 2022, MGM Resorts President and CEO Bill Hornbuckle signed the CEO Water Mandate—a UN Global Compact initiative mobilizing business leaders to advance water stewardship. MGM Resorts International was the first gaming company to take this important step.
MGM Resorts replaced 200,000 square feet of real grass with drought-tolerant landscaping in Las Vegas.
MGM Resorts pledges to reduce water withdrawal intensity by 33% by 2025 and by 35% by 2030.
From 2007-2021, use of more than 5.6 billion gallons of water was avoided because of conservation efforts.
Caring for One Another
MGM Resorts’ Food Donations Program collects and preserves unserved food from conventions held at MGM Resorts properties, then safely donates to food insecure people in the community. Since the program’s launch in 2016, more than 3.7 million meals toward a 2025 goal of 5 million meals have been donated into the community. Donations include:
Unserved perishable prepared foods from events
Perishable unprepared food from MGM Resorts’ kitchens
Nonperishable food items from minibars and warehouses
The collaboration with Southern Nevada’s primary food bank, Three Square, has developed the infrastructure needed to safely collect, transport, and store food from MGM Resorts properties in Las Vegas, reducing food waste while serving the community.
Fostering Diversity and Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts understands its responsibility to contribute to the social and economic progress of the communities in which it operates. HERE, we embrace humanity.
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