By Frédéric Gonzalo, special collaboration.
The world of conventions and meetings is evolving rapidly, driven by technological innovations and changes in attendee behaviour. For planners, hoteliers, and destinations, staying on the cutting edge of marketing trends is essential to creating successful and memorable events. Here are five trends to watch out for in 2024.
1. Generative artificial intelligence (AI) in all its guises
From ChatGPT to MidJourney to Microsoft Pilot, there’s been a lot of talk about artificial intelligence in 2023, and in particular about generative AI. This technology allows you to create text, image, audio, and video content without requiring as much expertise as in the past, and with a level of quality that is sometimes breathtaking. It’s handy for generating social media posts about events, newsletter ideas, punchy headlines, or original visuals.
Beware, of course, of the hallucinations inherent in these platforms! These tools can certainly increase our productivity, but they also require a human eye to ensure the accuracy and relevance of the content. In 2024, we can expect to see increased use of these tools, moving beyond curiosity and starting to integrate them into our daily lives!
2. The use of augmented reality and virtual reality
The adoption of augmented reality (AR) and virtual reality (VR) technologies in the organization of conventions and meetings is accelerating. These technologies offer immersive experiences, enabling participants to engage in a more interactive and memorable way. Whether for virtual venue tours, AR workshops, or VR exhibition stands, these technologies enhance the impact and appeal of events.
Some events will also continue to rely on a hybrid approach, combining remote participation with in-person attendance. Although more costly, hybrid events enable organizers to reach a wider audience, offering both physical engagement and digital flexibility.
3. Data-driven marketing
In 2024, using data to guide marketing decisions becomes crucial. Convention and meeting organizers are turning to data analytics to better understand attendee preferences and behaviour. This approach enables greater personalization of events, enhancing the participant experience and maximizing ROI for sponsors and exhibitors.
Here again, we can expect AI-powered solutions to automate communications and personalize content according to participants’ profiles.
4. Engagement through user-generated content
User-generated content (UGC) is becoming increasingly important in convention and meeting marketing. Encouraging attendees to share their experiences on social networks or via dedicated apps creates organic publicity and strengthens community engagement. In 2024, planners are integrating strategies to stimulate the creation of UGC, capitalizing on its authenticity and viral impact.
In English, this is known as repurposing—recycling content across various platforms, such as sharing a customer testimonial received by email on Facebook, LinkedIn, or Instagram.
5. Sustainability as a key marketing element
A sustainable event is no longer an option but a necessity in 2024. Participants, suppliers, and sponsors are increasingly turning to eco-responsible events. Planners must therefore integrate sustainable practices into all aspects of the event, from site selection to waste management and supplier choice.
Highlighting sustainability efforts in event marketing can greatly influence perception and participation. But beware of the temptation to fall into the trap of greenwashing—boasting about certain aspects while failing in others. Today’s consumer is more critical than ever, so it’s sometimes better to promise less and exceed expectations than the other way around!
Conclusion
In 2024, convention and meeting planners face a rapidly changing landscape, with new attendee expectations and ongoing technological advances. By embracing these five key trends—use of generative AI, AR and VR, data-driven marketing, UGC engagement, and sustainability—organizers can create innovative, engaging, and responsible events that resonate with attendees and maximize value for all stakeholders.
