73% of companies have increased investment in corporate events to increase employee loyalty.
More and more companies are opting to organize corporate events as a strategic tool to strengthen teams, motivate talent and transmit brand values. At a time when hybrid work and digitization have transformed labor relations, these face-to-face meetings have regained a leading role, not only for their social component, but also for their transformational value within the organizational culture.
The trend is confirmed: 73% of companies have already increased the weight of events in their marketing strategies. A boost that has an impact on an ecosystem that employs more than 87,000 people and generates 12 billion euros, according to the Spanish Association of Event Agencies (AEVEA).
The growth of the events and experiential marketing sector reflects a clear trend: companies are increasingly turning to these spaces to address internal challenges such as high staff turnover, lack of motivation and absenteeism.
In fact, according to a study by InfoJobs, 39% of large companies claim to be experiencing higher churn in 2025 than in previous years. This figure is also worrying for SMEs, 33% of which have seen an increase in staff turnover. And the fact is that only 10% of employees in Spain say they feel committed to their work, as reflected in a study by Gallup.
In this context, having strategies that foster employee connection and engagement has become a priority for many companies, which look to these meetings as an effective tool to improve the work environment and retain talent.
María Luaces, director of Human Resources Solutions at Synergie, explains the keys to this boom: “Organizations have understood that for a team to be committed, it must first be cohesive. And cohesion is not built on a video call. It is built by sharing experiences, getting out of the usual environment and connecting from the human.
Experiences with purpose
Although many companies still make the mistake of focusing only on the recreational side, well-designed corporate events go much further; and become a strategic tool to work on values, identify individual and collective strengths, and develop key skills such as leadership, communication or change management.
The biggest mistake is to think that a fun activity is enough. Success lies in finding the balance between enjoyment, connection and purpose. A good event transforms, not only entertains”, says Luaces.
This transforming potential becomes even more relevant in a context marked by teleworking and digital disconnection, where presence recovers prominence for its ability to generate real links.
According to data from AEVEA, 72% of corporate events organized in 2024 were face-to-face, compared to 18% hybrid and only 10% online, confirming that human contact and the emotional impact of face-to-face are still irreplaceable for fostering cohesion and a sense of belonging.
Trends in 2025
The corporate events sector continues to evolve with proposals increasingly aligned with the values, well-being and purpose of organizations. Looking ahead to 2025, trends are consolidating that not only seek to unite teams, but also to generate meaningful experiences with real impact.
Among the most effective activities to motivate and retain talent are high-impact teambuildings, collaborative culinary experiences, gymkhanas in unique environments, urban tours (especially designed for international teams) or dynamic tours focusing on individual strengths.
In addition, in recent years, initiatives with a social or environmental purpose have gained prominence, such as the construction of toys for children in need;
The company's social and environmental initiatives, such as the construction of toys for children in vulnerable situations, the recovery of natural spaces or competitions for charitable purposes, help to strengthen the sense of belonging while contributing to the common good.
Technology also sets the pace.
Virtual reality is making a strong impact on team dynamics, offering immersive environments that stimulate collaboration, creativity and problem solving in an innovative and memorable way.
In parallel, wellness is positioned as a central axis in event planning. Companies are betting on proposals that promote emotional and mental balance as a way to improve the work environment and collective performance: corporate retreats, mindfulness sessions or activities focused on the conscious disconnection are increasingly integrated into the business agenda.
Lastly, the trend of holding events in inspiring environments away from the usual work space is reinforced.