Event with intent: ExCeL London’s report sparks call for new ROI paradigm in events industry

Tuesday, November 28, 2023

Post a triumphant return to in-person events throughout 2023 following the pandemic, a comprehensive research effort sought to unravel the intricacies of event visitor behavior. The study, encompassing insights from over 300 delegates, event organizers, and agencies, took center stage at the IBTM conference in Barcelona this week. The report advocates for a paradigm shift, urging the industry to redefine ROI as ‘Return on Intent’ to harmonize event demands with outcomes.

Here’s a concise breakdown of the key findings:

Networking Takes the Crown:

• Networking emerged as the top priority for over 60% of respondents, solidifying its position as the primary reason for attending events.
• The success of networking opportunities hinges on their organic, authentic, and unforced nature.

Environmental and Social Impact Ascends:

• Delegates now accord significant importance, scoring 4/5 on average, to the environmental and social impact of events.
• The industry faces a growing need to adapt to evolving beliefs among delegates, ensuring events align with shifting values and intentions.

Venue Location Holds Sway:

• Venue location, especially in terms of travel connections, significantly influences the decision to attend events, with 88% deeming it a high or very high impact factor.
• Cities boasting universal languages, diversity, and robust transportation options are favored. London clinched the top spot due to its cultural heritage, connectivity, and global business opportunities.

Return on Intent Measurement:

• The report recommends event organizers adopt a ‘return on intent’ metric, assessing whether attendees feel the event delivered against their decision to attend.
• Harnessing behavioral science techniques can provide insights into genuine attendee reactions, offering a means to adapt to evolving expectations.

James Rees, Executive Director at ExCeL London, emphasized the industry’s need to glean lessons from recent challenges and adapt to changing delegate expectations. Dena Lowery, President of Opus Agency, urged exploration of B2C experiences, proposing the integration of augmented reality and AI to elevate event experiences. Jez Paxman, Strategy Director at Live Union, underscored the role of attendee expectations in steering sustainability efforts, emphasizing the potent impact of participant feedback on shaping event practices.

The overarching message from the research underscores the importance of infusing events with intent. As global, economic, and social changes reshape the industry landscape, organizers must attune themselves to attendee motivations, collaborating seamlessly with agencies, venues, and destinations to orchestrate purposeful and triumphant events.

« Back to Page

• Mount Fuji faces overtourism challenge like Venice and Barcelona

• Catalonia to impose water restrictions on tourists

• Barcelona bus route deletion tackles tourist overcrowding

• Barcelona’s hidden Art Nouveau gems unveiled

• Cruise capital of 2024: Tampa takes the lead in new study by Avanti Travel