Discover the Key Trends Taking Corporate Events to the Next Level

Research Guides · 7 Nov 2024

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Corporate events have been evolving over the past few years and have found themselves to be adjusting to the environments accordingly. From the unpredictability of Covid where in person events were impossible to conduct, the event industry adapted and the rise of online events and subsequently hybrid events took place which are still being conducted today. But what does the future hold for corporate events? As we move into 2025, corporate events continue to transform with exciting new trends that are reshaping how companies engage with their audience and employees.

In this article, we explore key trends that will dominate corporate events in 2024. Whether you’re an event planner, HR executive or a business leader, these insights will help you stay ahead of the curve and deliver memorable, impactful experiences.

Why Experience-First Events Are the Future of Corporate Gathering

Corporate events aren’t looking to be basic and redundant anymore. They are no longer solely about presentations, networking, or training sessions. In 2024, the focus of corporate events has shifted toward creating memorable experiences by adopting an “experience-first” environment. Companies recognise the importance of connecting with their customers on a deeper level and aim to leave a lasting impact through captivating and engaging participants. This shift stems from the growing desire for events to leave a memorable impression, whether through interactive activities, entertainment, or gamified elements.

For instance, attendees can now expect more than just traditional seminars or workshops; they want experiences that go beyond professional development, such as live music, competitions, or even VR (virtual reality) and AR (augmented reality) simulations. Companies and attendees essentially seek a combination of work and play. Corporate events significantly contribute to a company’s image today, so organisations want their events to stand out while achieving their objectives. They aim to offer experiences that strengthen team bonds and elevate brand perception.

We recommend leveraging the latest technologies for your next corporate event, as these allow for greater experiences and engagement in the corporate event space.

Tech Innovations Revolutionising Corporate Events

We are all aware that the technology landscape is ever evolving, but it is also changing the course of how corporate events take place. For instance, the big three—AI (artificial intelligence), VR (virtual reality), and AR (augmented reality)—are reshaping the event experience. This doesn’t only deal with the result of the event but also with the planning stage itself. Using AI, event companies streamline their planning process by automating repetitive tasks, providing event suggestions, or even helping generate ideas for event agendas or networking activities.

Virtual reality, on the other hand, allows companies to cut down on venue visits by offering a virtual walkthrough of the event spaces. This enables the company to save on cost and time while allowing flexibility to explore different options without leaving the office. Meanwhile, AR is making waves in corporate trade shows, where attendees can interact with virtual product demos through their phones. Interestingly enough, 88% of event organisers plan to incorporate Virtual Reality (VR), while 87% intend to leverage Augmented Reality (AR) for their events.

For the attendees of these corporate events, they experience a smooth and tech-forward event that highlights the company’s adaptability to new technology, enhancing its image. These elements make for more engaging, interactive, and memorable events. The demand for tech-driven solutions continues to rise; companies that embrace these innovations will lead the way in creating next-generation corporate events.

Going Green: How Sustainable Practices Are Redefining Corporate Events

Sustainability isn’t just a buzzword in the corporate event space—it’s an expectation. A recent report revealed that 74% of respondents stated they would be more likely to attend an event hosted by a company with robust sustainable event management initiatives. As the public becomes more conscious of climate change, both planners and attendees are paying closer attention to how events impact the environment. In 2024, this focus on sustainability is set to intensify, affecting the expectations attendees have for companies to adopt green practices to reduce their carbon footprint.

How can events play a role and make an impact? You can start your corporate event by choosing carbon-neutral venues, reducing single-use plastics, encouraging recycling, and ensuring minimal food waste. Any leftover waste should be treated appropriately. Many companies are also turning to digital solutions, such as virtual tickets and event apps, to replace paper-based materials. These eco-friendly practices, regardless of size, can significantly impact attendees, companies, and the corporate event landscape.

An example of the changing landscape is the sustainability legislation passed in the UK and Europe, which states that starting January 2024, businesses will need to disclose their scope 3 emissions. This means sustainability will directly affect how companies organise events. Corporate events in Singapore can take inspiration from this trend by keeping sustainability at the forefront of their planning and objectives.

Creating Impactful Corporate Events Through Personalisation

Personalisation is another growing trend in all areas, especially in corporate events. A large percentage of consumers, specifically 71%, expect companies to provide personalised interactions. Wonder how personalisation can be incorporated in corporate events? With the help of AI, attendee preferences can be gathered through registration forms, polls, or surveys, allowing companies to build custom itineraries for each participant. This kind of personalisation makes attendees feel heard and seen, and although that might not necessarily be the primary objective of the corporate event, it is certainly a benefit that will carry on even after the event ends. Attendees expect tailored experiences, and companies want to leverage the opportunity to connect with them on a more individual level.

How does this benefit your company? When your corporate event features this level of personalisation, attendee engagement enhances, creating a stronger connection between the brand and its audience. Whether it’s tailoring breakout sessions to the interests of specific attendees or sending personalised follow-up materials, these tailored approaches leave a lasting impact. In 2024, corporate events that embrace personalisation will create a more immersive and engaging environment for participants, ensuring that each individual feels valued and heard.

How Corporate Events Can Benefit From Internal Employee Development

Corporate events are often seen as attendees and the stakeholders as two participants, it goes beyond that and focuses on internal employee development. Businesses are looking to foster employee growth, whether through training programs, workshops, or wellness initiatives.

There has been a recent buzz on employee wellbeing as companies recognise the long term benefits of maintaining a healthy and motivated workforce. Wellness-focused events, mental health workshops, or event creative team-building activities are not an integral part of corporate event planning. Incorporating wellness practices into events not only benefits attendees but also ensures that event planners and organisers can maintain a balanced workload without burning out. Employee-centric events are a perfect opportunity for companies to showcase their commitment to social responsibility.

Boosting Engagement with Gamification at Corporate Events

Gamification has made its way into the corporate event landscape and will continue to be a growing trend in 2024. By incorporating gaming elements into events, companies can boost engagement and participation, further fostering interaction throughout the event. Whether it involves team-based challenges, point systems, or event-wide competitions, gamification helps attendees become more active participants, ensuring they remain engaged from start to finish. Having prizes, participation points, and interactive activities can create an exciting atmosphere, transforming a standard event into an impactful and memorable experience.

As 2024 is finishing up its chapter soon, corporate events are becoming more customised, dynamic, and engaging. They now aim to make a lasting impact and develop meaningful relationships rather than just focusing on logistics. This shift is reflected in the increased emphasis on sustainability and social responsibility, as well as the incorporation of cutting-edge technologies.

Organisations can make their events stand out in 2024 by combining experience-first planning, sustainability practices, and customisation in a way that leaves attendees inspired, engaged, and eager for more.

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