Hybrid events most popular format for 2022, report shows

Hybrid events most popular format for 2022, report shows

[Credit: Paul Einerhand on Unsplash]

UK/EU: A report by Cvent has revealed that hybrid events are the most popular option amongst MICE planners for 2022.

Cvent commissioned Censuswide to survey over 500 event planners, directors, coordinators and managers across the UK and Europe in January 2022. The report focusses on the return of in-person events, top venue considerations and growing event budgets.

Findings reveal that organisers are planning for the return of in-person events, with 70 per cent stating that in-person components will make up the most of their events. Of that 70 per cent, hybrid events are the most popular.

Karla Pearce, marketing director for Europe, Cvent Hospitality Cloud, said: “In-person experiences are making a comeback, and to make the most of attracting MICE business, it is paramount hotels and venues understand planners’ shifting priorities and continue to evolve the services they offer to better support their requirements.”

Planners also revealed that their top considerations for venue choice include interactive event space diagrams (43 per cent) and virtual site tours (42 per cent). On-site production, tech expertise and venue/meeting room rates were ranked by 27 per cent of those surveyed.

Additional venue considerations include: provision of hybrid-ready rooms or studios, health and safety protocols/certifications, and brand reputation. The biggest factors which would prevent planners from returning to a venue involve lack of professionalism among venue sales team, poor health and safety precautions, and a bad booking experience.

Compared to 2019, planners have afforded larger budgets for this year, with only 13 per cent reporting that event budgets have decreased. This compares to 68 per cent budgeting more for in-person and hybrid events.

The survey respondents come from a variety of backgrounds including engineering and building, education, architecture, healthcare, HR, arts and culture, retail, legal, IT and telecoms, sales, catering and leisure, travel and transport, and media and marketing. The minimum turnover is £100,000 a year and the majority have turnover from £1 million to £100 million. 

A webinar recording discussing insights from the report is available to watch here. The full report can also be downloaded here.

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