Planners are embracing diverse event formats, says Cvent
Cvent, a meetings, events, and hospitality technology provider, has published its 2022 Q1 Planner Sourcing Report: Europe Edition.
The report aims to provide hotels and venues with insight into the sourcing requirements of planners across the UK and Europe, helping to identify the opportunities and services they can adopt to attract more MICE business.
For the report, Cvent commissioned independent research company, Censuswide, to survey over 500 event planners, managers, coordinators and directors across the UK and Europe (France, Germany, Italy, the Netherlands and Spain).
The report showed that planners across the UK and western Europe are embracing a range of event formats for their programmes in 2022; with more than 70% saying that events with in-person components will make up the majority of their event programmes.
Of that 70%, hybrid events are the most popular format (38%). However, only 25% of respondents said that virtual events would make up the bulk of their 2022 event programmes.
The results of the survey also showed that from a regional perspective, event organisers in Spain (60%), the UK (48%), Germany (37%) and Italy (38%) say a hybrid format is the main choice. Just over half of the planners in the Netherlands (59%) cited in-person gatherings as their top option, while virtual is top in France (45%).
Furthermore, it revealed most planners (71%) are currently sourcing venues for events with in-person components, and of those planners, two-thirds (66%) say they will hold events in the first half of 2022 (whilst 70% are planning events in the second half of the year). By region, sourcing for in-person events increases to 96% for planners based in Spain, 92% in the Netherlands, 87% in the UK and 73% in France.
Chris McAndrews (pictured), vice president of marketing for Cvent, said: “As demand for in-person experiences continues to rise in this new era of events, a venue's digital assets are just as important as their physical ones.
"It is vital that venues continue to not only adapt their services and onsite expertise to support hybrid events, but to also put that same level of attention and care into where planners begin their planning and venue sourcing processes – which is online."
Other report highlights include:
• Planners have bigger budgets compared to 2019 (pre-pandemic)
• Interactive event space diagrams (43%) and virtual site tours (42%) are top of mind when planners begin sourcing for their events