Despite the challenges of last year, many of us in the events industry were hoping that some sense of normalcy would resume in time for 2021’s arrival. It didn’t happen. Instead, things took an unexpected turn, with fresh lockdowns and restrictions on events now expected to linger into late spring for most European markets.
With the road to recovery stretching further than hoped, it’s become even clearer that for planners to succeed, adapting to an agile framework that already anticipates last-minute change is essential for both industry and planners to thrive. Flexibility is no longer a nice-to-have; the option of attending events in-person or remotely must be on every business’ radar. And it’s not merely a fast fix for restrictive situations either. Hybrid offerings are here for the long term.
Organizations, venues and professionals occupying this space will benefit greatly from letting go of the past and seizing the opportunity that lies ahead. The key is smart prioritization. We discovered what matters from some 700 event planners across 11 markets, to bring you a definitive understanding of the priorities and possibilities for events in 2021.
Upskilling for Measurable Success
Given the speed of industry change, there’s a growing demand for new skills and training that enables new technologies to be integrated into the event space. The demand for this is two-fold. First, to enhance the experience and opportunities for engagement from attendees. Then, from a data perspective, enlisting the right tools to accurately measure event metrics. In our survey, 43% of planners we spoke to saw metrics on digital event performance as an opportunity, which means that pre-and post-event communications, remote feedback, business leads and real-time interactions will all gain importance as key performance indicators going forward.
Heading offline, trainings in hygiene and safety protocols remain essential to ensure attendees stay safe, healthy and aligned to current measures.
In order for your hybrid event to offer the same depth of experience whether you’re in-person or remote, creating a flexible, interactive environment amongst all attendees is key. Online networking spaces are fast becoming an essential component for hybrid events, while high caliber speakers with compelling content have the power to hold the attention of all attendees.
According to some 53% of planners surveyed, access to quality interactive technologies will give your online guests more ways to participate and ‘step into’ the experience. As one business director declared, “Don’t just run panel after panel – give participants a voice and get them to interact.” Of course, this applies to both the offline and digital realms.
Hybrid Events, Hybrid Partnerships
As planners and venues continue to adapt and grow in this changing space, greater support and collaboration are being naturally woven into the planning process. Some 76% of planners surveyed intend to co-create more events with venue providers, which signals a growing need to lean on venues like Radisson for their ability to solve last-minute problems, like ironing out digital glitches with on-site support or being able to quickly change or modify locations at short notice. Similarly, this also speaks to a desire for longer-term partnerships and creative collaborations, where venues can inspire you to execute the optimal event environment.
From hybrid multi-site meetings to broadcasting events, Radisson Meetings provide a seamless delivery of events that are efficient, effective, and engaging. Integrate our cutting-edge in-room technology for small meetings, or for more complex requirements we’ll help you liaise with leading technology partners so that audiences spread across your remote locations benefit from a consistent, memorable experience.
Interested in our hybrid solutions? Click on the banner below and learn more about Hybrid Rooms, a new way of remote working combining the comfort of a hotel room with the facilities of a modern office, or read up on our Hybrid Meetings blog to explore more about our solutions.