Virtual events, far from displacing "face-to-face" meetings, are a great success.

The trends for the coming year in the world of events point, as usual, to technology and creativity as two key aspects. Along with concerns about security and return on investment, it is notable that virtual meetings are not getting off the ground, according to a study by American Express Meetings & Events.

According to “2018 Global Meetings and Events Forecast”, from American Express Meetings & Events, these are the top trends that will shape the MICE sector over the next year: 

1. TECHNOLOGÍA. When it comes to “leave a mark” and improve the attendee experience in the participant, the technologyía is emerging, increasingly, as a powerful weapon to turn the event into a whole experience. Virtual reality, artificial intelligence, the use of drones or robotics are some of the options that are increasingly being incorporated into the design and execution of events.

Mobile apps continue to be the technological tool par excellence to reinforce loyalty, interaction before, during and after the event and, in general, to improve the attendee's experience. According to the study, the use of apps before, during and after the event will growá during 2018 in all regions. Europe, with 3.5%, is the region where this increase will be the most pronounced.

Among the advantages of having an app in the framework of an event, industry professionals highlight the improvement of networking and interaction among participants, the improvement of attendees' engagement, the possibility of being able to communicate in real time changes in the event, the possibility of being able to communicate in real time changes in the event's content, the possibility of being able to communicate in real time changes in the event's content, the possibility of being able to communicate in real time changes in the event's content, the possibility of being able to communicate in real time changes in the event's content and the possibility of being able to communicate in real time changes in the event's content;The possibility of communicating practically in real time last minute changes or emergency situations, as well as the possibility of making documentation, reservations, etc., available to the attendees electronically.

But the professionals participating in the study also emphasize that, beyond connecting and building attendees' loyalty, apps are becoming a fundamental tool for the meeting planner when managing and planning each of the elements involved in the organization of the event. And it helps the organizer to “take the pulse” to the event in real time through opinions and reactions of the participants, as well as for the collection and interpretation of data that will help us to identify patterns and trends through surveys, monitoring of content on social networks, spaces for shared content, etc. 

2. SECURITY. The meeting planner's growing concern for security also sneaks in among the trends that will mark events during 2018 and that, without a doubt, will mark the attendee's experience. The political, social and economic instability in many countries is a factor to take into account when choosing a destination for an event. In Central America, 50% of the participants surveyed consider security to be the main factor that determines their choice of destination, while in Asia-Pacific this figure also stands at 41%. In Europe, 33% of participants place safety as the main priority that determines not only the choice of destination, but also the means of transport, accommodation or the choice of activities offered to attendees at the destination. 

3.STRATEGY: Most of the participants in the study agree that there is a growing desire to have an event strategy that is fully aligned with the company's strategic objectives. This point becomes a fundamental element when it comes to allocating budgets and allocating human and material resources to the design and execution of events, but also to establish a coherent and consistent strategy that redounds and contributes to the general objectives of the company.

However, the report also points out that there is a huge challenge ahead in terms of companies establishing an event strategy, as in many cases the event is still perceived as a cost rather than an investment that can drive and support the company's overall strategy.  

4.RETURN ON INVESTMENT: 

4. Rigorously evaluating the outcome of events is still often an unfinished business, but the study shows that companies are increasingly emphasizing the importance of quantifying the effectiveness of an event in some way. The technology becomes the protagonist at this point, as it allows us, for example, to monitor reactions, opinions, experiences or reactions of the attendee in real time, turning this huge amount of information into useful data through the possibilities offered by big data.5. “FACE TO FACE”: Less than a third of the participants in the study believe that virtual events will make up more than 10% of the total number of events that will take place during 2018. According to industry professionals from all regions, technological tools such as videoconferencing can be useful for small, in-house events or as a complement to a face-to-face event. But the event organizer is still aware that the “face-to-face” brings advantages, such as the quality of the relationships between attendees or the possibilities of networking, which could hardly be replaced by the virtual event.6.CREATIVITY: When looking for the attendee to live a unique and genuine experience, events become more and more creative. Like any communication or marketing strategy, the event increasingly revolves around a creative concept that permeates every element involved in the celebration of the event, as well as the pre- and post-event. Most participants suggest that the fact that an event is creative is a determining factor in making it a success for its attendees.7.

WELNESS: The growing concern for health and wellness has also reached the event. Study participants say it is becoming increasingly common to choose locations, activities or diets that are beneficial to attendees' wellness and their growing concern for fitness and health.