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
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & 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 offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
Add new comment