2016 Forecast: Corporate planners reveal industry predictions

Shorter lead times, sustainability and a greater focus on ROI will be key themes for corporate events in 2016, according to planners.

2016 Forecast (©iStockphoto.com)
2016 Forecast (©iStockphoto.com)

Shorter lead times

Clare Moses, Barclays’ vice president of group events and marketing manager at the Event Marketing Association (EMA), said 2015 had been about creating relevant, hard-hitting meetings that move at pace. "There’s no space for any padding now. Lots of people can’t commit to a full day-long event and we are adapting our meetings to take this into account." In 2016, she is expecting to see a rise in the number of smaller, local meetings, with a decrease in large-scale global events that require people to travel. "The increased pace at Barclays means we’re seeing a greater number of events with short lead times, as we react more quickly to change."

Technology

"Technology is going to be hugely important next year," said Victoria Morrison, Gorkana’s marketing and events manager. "Things like periscope and live streaming are now widely available and there’ll be an increased number of people being ‘virtually’ included in events. I also think technology can help us to better measure ROI and ROO at events. Certain products, such as i-beacons, will be on hand to help us understand what the audience is really looking for. We’ll be able to tap into the needs of event delegates much better."

Sustainable venues

"There’s a greater focus on picking the right venue now, ensuring that we're working with sustainable venues, smaller suppliers and local community venues," said Moses. She added that ‘pop-ups’ and unique spaces were becoming increasingly popular because they tell a story, which can help contribute to an event. Morrison said that technology initiatives, such as Eventopedia, had made it easier to research venues, with site reviews available at the touch of a button. "It can save us time, which is useful during busy periods."

More:

2016 Forecast: Agencies predict next year's event trends

Five agencies to watch in 2015: How did they fare?

2015 Review: Agency rebrands 

• For more breaking news, case studies and in-depth features, sign up to C&IT Magazine's daily Newstracker here


Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Top incentive trends for 2020

Top incentive trends for 2020

We asked event planners what trends they have noticed in incentive travel for this year as part of the State of the Industry report.

Air New Zealand unveils lie-flat beds for economy passengers

Air New Zealand unveils lie-flat beds for economy passengers

The airline says the new design is a “game-changer” for economy-class customers on long-haul flights.

Hong Kong offers free venue hire amid coronavirus fears

Hong Kong offers free venue hire amid coronavirus fears

A government subsidy aims to reinvigorate the conferences and events industry after event cancellations.

Can video save events amid Coronavirus cancellations?

Can video save events amid Coronavirus cancellations?

Event industry must stop thinking 'if you’re not physically in the room, you’re a no-show’ says video platform CCO.

Top doctor reveals 12 ways to make events more accessible

Top doctor reveals 12 ways to make events more accessible

Doctor Helen Grote describes how to make events more inclusive for disabled delegates.

Emerging incentive destinations for 2020

Emerging incentive destinations for 2020

State of the Industry: Incentives report offers insight into the destinations event planners are booking compared to last year.

Bomb victim's mother fights to make venues safer

Bomb victim's mother fights to make venues safer

Home Office is consulting on 'Martyn's Law' to protect fans at concerts and large-scale events.

Venice Carnival cut short as Coronavirus experts warn of global ‘tipping point’

Venice Carnival cut short as Coronavirus experts warn of global ‘tipping point’

Annual festival adds to a long list of pulled events while a global agency talks of cancellations, postponements and a move to virtual meetings.

'Four-poster bed, copper bath and gorgeous furnishings': a night at Down Hall Hotel

'Four-poster bed, copper bath and gorgeous furnishings': a night at Down Hall Hotel

C&IT's associate editor reviews a country house hotel dating back to 1322 with Italianate architecture and luxury interiors.

The charity ball with a projection-mapped 'Wheel of Fortune'

The charity ball with a projection-mapped 'Wheel of Fortune'

Country estate Alrewas Hayes hosted the 25th anniversary of the Hope and Homes for Children fundraiser.

LATEST JOBS