MICE Seoul



The Latest Trend in Event Management: Maximizing Experience and Engagement



Event management trends that place an importance on the experience and participation of attendees have been gradually developing. Meeting participants in this day and age are no longer satisfied with passively listening to lectures given by speakers. They want to be actively involved and engage in communication; they want to have diverse experiences through interactions with other attendees and events. Because the attendees’ level of satisfaction is connected with the quality of an event, event organizers are developing programs and trying out a variety of other strategies to enhance the attendees’ experience and engagement. The following are examples of some of the main management strategies that are being carried out.

First, there has been a rising trend in using unique venues as the venue for events. In the past, organizers mainly considered the venue’s location and their budget and little attention was paid to the unique characteristics of the location. Now, it is becoming important for organizers to choose a unique venue that reflects the message that the event wants to convey and the direction that the event is heading towards. Event organizers aim to present the attendees with a memorable message and a differentiated experience. Through this, the goal is to change the awareness, attitude, and behavior of the attendees. Recently, unconstrained by the type of venue, events have been taking place in a variety of settings include traditional houses, rooftop gardens, warehouses, and construction sites. More and more organizers are also taking a unique approach to seating arrangements and choosing to go with standing events, sofas, and sliding stages.

Second, organizers have been actively using digital technology to elicit participation and help invigorate networking. In order for a speaker to give a lecture that will be remembered by the attendees, they must prioritize communication. Since the majority of meeting participants carry around smartphones these days, event organizers have been utilizing social media and mobile apps to facilitate mutual communication between the speaker and the participants during the lecture. Using such technology has also been increasing the attendees’ levels of engagement and satisfaction. Although this could put pressure on the speakers for having to come up with additional content before their lecture in order to communicate with the attendees, if the speakers make use of programs such as Slido, it can make the process of preparing such content easier.

Third, these days, when an attendee takes a break during the middle of a conference or exhibition, they’re not just going to the restroom or enjoying a cup of coffee. Attendees tend to catch up on work and reply to e-mails during their breaks, and sometimes, they just want to step away for a moment from the crowded venue. Furthermore, an attendee’s concentration is bound to waver as the conference sessions get longer. Since getting a massage or having the chance to engage in a little physical activity can feel like a breath of fresh air for the attendees and help them improve their concentration, more event organizers have started to designate special zones at the venue such as a massage zone and a play zone. Such wellness activities can help attendees stay in tip-top condition during the event. Taking this into consideration, it is necessary for event organizers to meticulously prepare separate spaces where attendees can freely tend to their work and take a break.

Fourth, there has also been a change in the types of foods and drinks that are being served to attendees. With the recent rise in the interest of the attendees’ wellness, there has been a growing trend of providing better quality foods and beverages, as well as providing catering services that reflect regional characteristics. More organizers are choosing to present attendees with a differentiated experience by providing locally grown fruits and vegetables, traditional dishes, and healthy foods.

The recent changes in the sociocultural, technological, and demographic environment have had an impact on how events are managed. Making decisions during the event planning phase regarding what kind of experience you will be providing the attendees and coming up with strategies on how your event will increase participation have become important issues. Due to the fact that such decisions will have a crucial impact on the quality of the event’s service and on the level of the attendees’ satisfaction, event organizers will have to pay more attention to these issues in the future.



Seoul Targets American Market at the ‘2018 ASAE Annual Meeting & Exposition’
Discover beautiful Seoul with discover Seoul pass