Trend G: Content and format
Content and format now play a far greater role when it comes to the physical meeting. Participants want a greater professional benefit, and this places new demands on planning and execution.
Trend G is in line with several of the other trends that concern customers' need for a greater benefit from taking part in physical meetings. Before the pandemic, there was a more laissez-faire attitude when it came to the professional programme, and it was more about "just being there". Now the programme and content are a decisive factor in the decision-making process and can be the deciding factor for participation.
In particular, participants demand a programme that is highly topical, which makes it difficult to set all programme items well in advance of the event. This need can seem paradoxical, as participants at the same time want to know the programme well in advance so that they can decide whether it is worth taking part. In addition to content, new demands are also placed on format, where more participants want more time for networking, more opportunity to take an active part in sessions, and more interaction with one another and with speakers. Another important development is a growing wish for participants to have influence over the programme, almost in real time. There is also a growing demand for being able to put together one's own programme and choose between sessions – that is, personalisation. Here, new meeting and event technologies play a central role – for example, mobile apps where participants can 'connect' with other participants, give ongoing feedback and put together their own programme.