"The new value of venues lies in personalization and adaptability."

Customization, flexibility, and technology are redefining the corporate event space market. In this interview, Sara Berdón, Head of Events at Cloudworks, discusses how companies? needs have evolved, which factors carry the most weight when choosing a venue, and what trends will shape the future of the MICE sector.

How has corporate demand changed when it comes to choosing venues for corporate events in recent years?

More and more, companies are looking for unique, versatile, and flexible venues that allow them to fully customize their events and offer an experience aligned with their needs, brand values, and the strategic objectives of each gathering. Brands want to surprise their guests with unique locations, thoughtful design, and, in many cases, the best technology available to enhance the experience.

¿From a business perspective, which factors do companies value most today: location, technology, flexibility, sustainability, price, or the attendee experience?

In my experience, price remains a determining factor, but location, flexibility, and the attendee?s overall experience are the aspects that carry the most weight in the final decision.

Having a well-connected venue, offering a high degree of customization, supporting the organizer throughout the entire process of coordinating with vendors, and ensuring a unique experience for attendees are key elements. Technology also plays an important role, and in this regard, I consider it essential to work with suppliers who are at the cutting edge and can offer the best audiovisual and technical solutions.

As for sustainability, although it is an aspect that is gaining prominence and generating increasing interest, I must say that, at least in my experience, it is still not usually a decisive factor for most companies when choosing a venue.

What must an event venue offer today to stand out in an increasingly competitive MICE market?

Design, location, and views are elements with great differentiating power. Venues that combine interiors with abundant natural light and outdoor areas are increasingly in demand, as they offer versatility and enrich the event experience.

Furthermore, I believe it?s essential to have a network of trusted vendors who know the venue well, to offer customized proposals for each client, and to maintain the necessary flexibility throughout the entire event production process. It is this ability to adapt that allows us to achieve excellent results and create a memorable experience for attendees.

¿How has the relationship between event venues, event agencies, and the corporate departments responsible for organizing corporate events evolved?

Over the past five or six years, we?ve observed that companies are organizing their events on much tighter deadlines than before. This means that venues, agencies, and corporate event teams must all work in a much more coordinated and agile manner.

As a result, the relationship between all parties has grown closer. Today, it is essential to maintain constant communication, be highly decisive, and make decisions quickly to ensure the success of every project.

What types of corporate event formats are gaining traction, and how should venues adapt to meet this new demand?

At Cloudworks, we host all kinds of corporate events, but the cocktail reception format remains one of the most in demand, especially for after-work gatherings, post-conference receptions, and networking events.

To meet this demand, venues must be versatile and offer the option of combining indoor areas with terraces or outdoor spaces. These types of setups are increasingly in demand, both by domestic and international clients, as they add dynamism and enhance the attendees? experience.

Looking ahead, what trends will shape the evolution of event spaces, MICE venues, and corporate event locations?

It?s no secret that artificial intelligence is here to stay and is rapidly transforming the events industry. In the coming years, we?ll see it become increasingly integrated into planning, production, and the attendee experience.

Therefore, venues will need to prepare to incorporate technological solutions that allow them to harness the full potential of AI, from personalizing the experience to optimizing processes and interacting with attendees. Venues that know how to adapt to this evolution will be better positioned to meet new market expectations.