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:

Environmental and Social Impact Ascends:

Venue Location Holds Sway:

Return on Intent Measurement:

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.

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