Since the start of the pandemic and all the restrictions and challenges it has brought with it, fundamental changes regarding how we meet have been taking place in the world of work. Events in particular are still being held either virtually or using a hybrid model. Nevertheless, business events are still an essential tool when it comes to resolving complex issues and they provide important impetus for business, social and political processes. In view of new technologies, forms of mobility and our more flexible way of working, a wealth of new options have come to light regarding how we meet in a professional context and which enable us to sustainably shape the events ecosystem while considering the changed needs of attendees.
The Fraunhofer Institute for Industrial Engineering IAO and the GCB German Convention Bureau e. V. have been conducting research together in the “Future Meeting Space” innovation network since 2015, with the aim of developing guidelines for the events sector. The latest study entitled “Changing ecosystems – future scenarios for business events in the age of borderless communication”, which was completed in the previous 2021 research phase, provides all stakeholders involved in business events of the future with guidance and inspiration.
From flexible experimental space to classic in-person format: three possible scenarios
To ensure that no development perspectives were excluded prematurely due to the pandemic, the research team applied the scenario method. This scientific approach enables different future scenarios to be developed along with their specific effects on the ecosystem of business events. Accordingly, over 60 influencing factors in ten fields of action were examined in more detail.
Scenario 1: “Tried and trusted – renaissance of the real”
The first scenario describes a world of work characterized by stable organizational structures and little flexibility in a traditional value system. Attendees expect to return to the “good old days” with classic face-to-face event formats. The proportion of virtual and hybrid events decreases, while the value of in-person events increases significantly. Extra services and a “club mentality” are valued highly in this scenario.
Scenario 2: “Diverse and flexible – the global community”
Compared to scenario 1, this scenario regards the pandemic as an opportunity to shape a different future. Daily work is characterized by high levels of flexibility and remote working becomes the new standard. Events serve as experimental spaces where new, innovative concepts are tried out. Attendees are asked to participate in the planning processes and are given the freedom to actively shape them. The high proportion of hybrid and virtual events enables a high degree of global networking and the integration of international speakers.
Scenario 3: “Green and aware – the net zero society”
The third scenario is characterized by a pronounced sense of health awareness and ecologically responsible practices. Sustainable action is the top priority for companies across all industries and of all sizes. This tendency is also emerging in the events industry. Attendees require sustainability aspects to be taken into account across the board, with areas of focus including the use of regional products for catering and sustainable forms of mobility when planning and holding events, for example.
Travel typologies provide an indication of the future of business events
“It is assumed that business travel will increase again in the future; however, people are striving to make much more conscious choices about the business trips they do take,” says Dr. Stefan Rief, Institute Director at Fraunhofer IAO and co-author. In order to develop tailored event options, it is first necessary to analyze the actual motivations and requirements for face-to-face meetings. With this in mind, the next research phase is examining the future travel behavior of event attendees. The various aspects of business mobility are being analyzed against the backdrop of different motivations for taking part in a business event. Based on this analysis, various travel typologies are being derived and travel patterns examined to identify appropriate target groups and event options.
Fraunhofer Institute for Industrial Engineering IAO