With nearly 70 percent1 of marketing leaders stating that events play a significant role in accelerating sales, meetings and events continue to be key business drivers for organizations around the world. According to a new report by Cvent and Edelman Intelligence, event professionals can deliver more impactful and profitable events through enhanced technology, tailored communication, and networking opportunities.

In the report titled, "Inside the Mind of Event Attendees," Cvent and Edelman Intelligence collected responses from 3,000 event attendees in the US, UK, and Germany to identify their attitudes and preferences regarding the overall event experience; including before, during, and after an event takes place. The results highlight the types of experiences that attendees want as well as areas of improvement that attendees are looking for.

"With so many professional development options available today via online platforms and internal trainings, our report illustrates how live events continue to be an unparalleled way for attendees to grow both personally and professionally due to the power of meeting face to face," said Patrick Smith, Chief Marketing Officer at Cvent. "Our results show that technology is shaping the future of events, with mobile event apps and onsite technology having an extremely positive impact on the attendee experience."

To maximize event success and attendee engagement, event professionals should consider the implications of the following survey highlights:

Session Recommendations.

When asked how event organizers can better personalize their events, the majority of respondents (59 percent) globally said they would like to receive recommendations on sessions to attend based on their interests and past attendance. Moreover, having to choose between two sessions being held at the same time was the third most stressful aspect globally for event attendees. Since most attendees rely heavily on the limited and general information provided by session descriptions when deciding which sessions to attend, there is a significant opportunity for event organizers to provide more personalized recommendations.

Mobile Event Apps.

Three in four attendees report downloading the event app when they were informed one was available, illustrating the keen interest attendees have in embracing a mobile experience at a live event. It's clear also that event app adoption can lead to more educational and engaging experiences, as 53 percent of those who downloaded an event's app expressed that they were likely to attend more events within the year. For attendees, mobile apps remove the stress around an event's logistics by providing features such as session information, a schedule tracker, maps, speaker information, and notifications, allowing them to more easily navigate and learn from the events they attend.

Networking Opportunities.

Beyond keynote speakers and breakout sessions, the value of networking opportunities between attendees should not be underestimated. Among event factors that contribute positively to the overall event experience, in-person networking with other attendees was at the top, with 63 percent saying this contributed to an overall positive experience. Aside from being a key component of events, many attendees reported that networking opportunities have a significant impact on their lives beyond the event itself. Among respondents, one in five globally reported receiving a new job offer as a result of a connection made at an event and, even more interestingly, one in seven report meeting a significant other at an event.

To learn more about these key findings and others, click here for the full report.
1 The CMO Solution to Modern Event Marketing

About Cvent

Cvent is a leading meetings, events, and hospitality technology provider with 4,800+ employees and ~22,000 customers worldwide as of December 31, 2023. Founded in 1999, the company delivers a comprehensive event marketing and management platform and offers a global marketplace where event professionals collaborate with venues to create engaging, impactful experiences. Cvent is headquartered in Tysons, Virginia, just outside of Washington D.C., and has additional offices around the world to support its growing global customer base. The comprehensive Cvent event marketing and management platform offers software solutions to event organisers and marketers for online event registration, venue selection, event marketing and management, virtual and onsite solutions, and attendee engagement. Cvent's suite of products automates and simplifies the event management lifecycle and maximises the impact of in-person, virtual, and hybrid events. Hotels and venues use Cvent's supplier and venue solutions to win more group and corporate travel business through Cvent's sourcing platforms. Cvent solutions optimise the event management value chain and have enabled clients around the world to manage millions of meetings and events. For more information, please visit cvent.com/uk.