With the growing uncertainty surrounding events, staying updated with the latest trend in 2022 is crucial for planners preparing for the new year. Let’s explore six major event industry trends that are shaping the future of events.
1. Ongoing Uncertainty
At the beginning of 2021, event organizers and marketers worldwide had high hopes for a full recovery. However, the year turned out to be challenging for many professionals. While in-person events made a comeback, new COVID variants once again disrupted the sector as 2022 approached.
Unfortunately, our hopes for a full return to normality in 2022 were short-lived. Despite some live events taking place globally, the uncertainty remains undeniable — causing many large-scale cancellations. The Omicron variant may have been the concern then, but new variants are likely to appear throughout 2022.
“As long as the virus continues to circulate, new variants will keep emerging,” said Brian Labus, epidemiologist and assistant professor at the University of Nevada, Las Vegas. His advice to event organizers: ensure the benefits of attending outweigh the potential risks.
Kai Hattendorf, CEO of UFI, predicts a full economic recovery of the event industry by 2024. While he considers online-only trade shows financially unsustainable, he remains confident that technology will play a key role in the industry’s future — encouraging organizers to adopt a mix of physical and online events.
2. Year-Round Engagement
Creating year-round engagement with attendees and exhibitors is becoming increasingly important in a stop-and-go event landscape. Building an active and loyal community ensures consistent participation, even when in-person events are uncertain.
3. AI and Machine Learning Deliver ROI
The acceleration of technological progress during the COVID pandemic means event technology can now use true machine learning and artificial intelligence, not just advanced algorithms.
This innovation is a game-changer. Events with over 50 sessions or 5,000 participants benefit the most, achieving a strong return on investment through data-driven matchmaking, predictive analytics, and personalized experiences.
4. Insight-Driven Engagement
Regardless of the format, engagement remains the key metric that determines an event’s success. By tracking engagement-related data — such as session attendance, feedback, or networking activity — organizers can now continuously adjust and improve their events in real time.
As events evolve into data-rich environments, adopting a hybrid event strategy can revolutionize how planners design and measure success.
5. The Hybrid Experience Fusion
Over the past two years, advances in event technology have made hybrid events as intuitive and seamless as fully virtual ones.
This has led to what we call the fusion of hybrid event experiences, where attendees can easily switch between in-person and virtual participation — using their devices regardless of their physical location.
Ultimately, the hybrid experience is no longer about managing two separate audiences, but about merging two technologies to create one unified, flexible experience.
6. Moving Toward the Metaverse
Right now, video games are the closest example of the metaverse — but that doesn’t mean the event industry should ignore them. The technology behind gaming environments offers valuable insights for immersive online event experiences.
Hosting events in the metaverse will depend on whether a virtual, fully immersive setting suits a particular event. While it holds huge potential for specific use cases, it’s not yet a one-size-fits-all solution.
Currently, metaverse venues might still seem too futuristic for most business needs, especially since they often require heavy VR headsets not accessible to everyone. However, keeping an eye on this technology’s evolution will be essential.
Conclusion
As we move through 2022 with continued uncertainty, event organizers can rely on these six key trend in 2022 to plan smarter, increase profitability, and prepare for the future.
The event industry is transforming rapidly — and those who adapt early will lead the way into the next generation of live, hybrid, and virtual experiences.
