The event industry is undergoing a substantial transformation, influenced by economic pressures, evolving attendee expectations, and rapid technological advancements. At the EDGE Venues Winter Summit in January, attended by over 160 people, we invited established Corporate event planners to shed light on the most pressing challenges they’re facing and the opportunities that lie ahead.
Here are the key takeaways from the panel conversation.
One of the most significant challenges highlighted was the increasing difficulty in converting registrations to attendance at events. Registrations remain strong, but there has been a noticeable increase in no-shows, with some events experiencing drop-off rates as high as 50%. This trend has financial implications, as venues and event organisers must account for last-minute cancellations and unused resources
The reasons behind this shift remain uncertain, but potential factors include remote work dynamics, evolving attendee behaviours, and lingering hesitancy post-pandemic. With more professionals working remotely, attending in-person events requires stronger justification, as many have adapted to virtual collaboration and face company policies limiting travel.
Additionally, attendee expectations have evolved – people now seek more personalised, interactive experiences rather than passive conference sessions. Lingering hesitancy also plays a role, with some individuals still cautious about large gatherings due to health concerns, budget constraints, or last-minute corporate policy changes. To counteract these challenges, event planners are exploring strategies such as enhanced engagement tactics, better networking opportunities, and flexible cancellation policies.
While hybrid events were initially seen as a long-term solution post-pandemic, many organisations have struggled with their cost-effectiveness and logistical complexity. Panellists observed that while hybrid formats offer flexibility, they often lack the engagement and human connection that in-person events provide.
The consensus was that while hybrid elements, such as webinars, remain valuable for content dissemination, there is a clear shift back to in-person experiences, with an emphasis on extending networking opportunities and maximising event impact.
Technology is playing an increasingly important role in event planning, but staying ahead of the latest developments is a challenge for many professionals. Personalisation emerged as a key theme, with discussions on how digital tools can enhance the attendee experience. This includes AI-driven matchmaking to connect like-minded delegates, pre-event networking platforms that allow attendees to engage before they arrive, and tailored content recommendations based on individual preferences.
Audience participation tools such as live polls and interactive Q&As are also gaining traction, creating a more dynamic and engaging experience. Named invitations and personalised event agendas help attendees feel valued, while post-event marketing – such as follow-up emails with session highlights, key takeaways, and tailored content – keeps engagement high beyond the event itself.
However, panellists emphasised the need to keep technology user-friendly and intuitive, ensuring it enhances rather than detracts from the event experience.
Rising costs in the industry, including inflation, National Insurance contributions, and supply chain disruptions, have put pressure on budgets. Procurement professionals are keen to find cost-effective solutions without compromising quality.
A major pain point discussed was the rigidity of venue contracts, particularly around cancellation policies. Panellists urged venues to adopt more flexible and transparent terms, developing long-term partnerships rather than transactional relationships. Some suggested that venues that accommodate client needs in difficult situations are more likely to secure repeat business and build lasting trust.
Venue relationships were a recurring topic, with a strong emphasis on collaboration. Event planners stressed the value of working with venues that understand their needs and offer consistency in service. Communication between sales and operations teams at venues is crucial to ensuring a seamless event experience.
A key takeaway was the growing expectation for venues to provide high-quality in-house AV solutions. Many planners find that advertised AV services fall short of expectations, leading to additional costs and logistical challenges. Improving in-house AV offerings could be a major differentiator for venues looking to attract corporate clients.
The format of events is evolving, with a shift towards more interactive and engaging experiences. Traditional presentation-heavy conferences are giving way to formats that encourage audience participation and peer-to-peer learning.
Additionally, the rise of electric vehicles (EVs) was highlighted as a consideration for venue selection. Many corporate attendees now drive EVs, yet venues often lack adequate charging infrastructure. Addressing this need could be a strategic advantage for venues looking to attract sustainable-conscious clients.
“It’s clear that while challenges exist, they also present opportunities for innovation and growth. The future of events will be shaped by a balance between technology, human connection, and strategic partnerships. Organisations that adapt to changing attendee expectations, invest in meaningful engagement strategies, and develop strong venue relationships will be best positioned to thrive in the years to come.” Scott Ford, Managing Director, EDGE Venues.
In summary, corporate buyers are navigating an increasingly complex meetings and events landscape, balancing cost transparency, sustainability, and experience-led event design while facing tighter lead times and procurement challenges. Venues can strengthen relationships with corporates by offering clearer pricing structures, streamlining RFP processes, and ensuring smooth handovers from sales to operations.
Additionally, the role of technology in managing bookings, automating date holds, and enhancing feedback mechanisms is becoming more critical. As government policies, industry consolidation, and evolving buyer priorities shape the sector, venues that adapt to these shifts – while maintaining flexibility and service excellence – will be best positioned to secure corporate business in the long term.
Want to know more? Uncover the latest data trends from our platform, including average rates from across the UK, read the research on the state for the sector from leading events industry bodies, and find out about what’s new and what’s coming from EDGE in our latest Business Intelligence Insights Report.
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