Source: tma-online.at In its current research, the Future Meeting Space innovation network is looking at the reasons why people will decide for or against physical participation in business events in the future and which factors are decisive in this regard.
New mobility trends and increasing digitalization have significantly changed travel behaviour in recent years - both privately and professionally. Costs and benefits are increasingly being weighed up against each other - especially for events that are also accessible virtually.
Under the motto "Redefining Event Attendance", the German Convention Bureau (GCB) and the Fraunhofer Institute for Industrial Engineering (IAO), together with their research partners, are therefore embarking on a search for changing patterns of business mobility and attendance at on-site events.
Networking and new ideas are the most important factors
The results of the first two survey sprints show clear trends: Networking and gaining new ideas are the key motivating factors for attending events in person in the future. Self-determination also has a clear impact. This means that more than a third of people who decide on their own participation take part in events more often than those who travel under external control.
At the top of the list of reasons for participation is social interaction: 91% of respondents said they attend events for networking purposes. 82% of respondents also say that they gain new ideas at on-site events and for 74%, attending face-to-face events is an important break from the office routine.
Authentic experiences in real places
60% also agree with the statement that the impact of climate change must be taken into account in future travel activities. It is therefore not surprising that, according to the surveys, multi-day trips will account for around 80% of all event trips in the long term.
"In a highly digitalized world, people long for authentic experiences in real places. Destinations with their performance and experience promises play a key role in this. They are an integral part of future-oriented events and can offer participants considerable added value," says Matthias Schultze, Managing Director of the GCB.
Travel and the attractiveness of employers
The second survey sprint focused on the fundamental attractiveness of travel in a professional context and its contribution to staff recruitment and retention. The results show that people who say they enjoy traveling rank business trips fourth out of 17 factors surveyed in terms of attractiveness and loyalty to their employer.
"If we look at the potential of future travel and event activities, we see that interaction with interesting people and extensive networking opportunities are particularly important aspects for attractive events," summarizes Dr. Stefan Rief, Institute Director at Fraunhofer IAO. The respondents see further potential for future trips in an uncomplicated and straightforward planning and approval process. (red)