#Corporate Events #RainFocus #event marketing

In-Person Events: The Preferred Format for Corporate Conferences

Recent findings from RainFocus, a leading event marketing platform, highlight the ongoing preference for face-to-face corporate gatherings. This survey, conducted in September 2024 among 1,000 U.S. consumers aged 21 and older, identifies crucial trends in how attendees prefer to engage with corporate events.

A Resounding Preference for In-Person Events

The results show an overwhelming inclination towards in-person events, with 73% of participants citing in-person meetings as their preferred format. This was followed by hybrid events, while virtual meetings were seen as the least favored option. Notably, marketers and planners can take advantage of this data to ensure they design experiences that maximize attendance.

The findings also underscored a willingness to travel for events, with 54% of participants expressing a strong likelihood to volunteer for in-person conferences or trade shows that require travel. When looking at the generational divide, an impressive 77% of Gen Z participants and 63% of Millennials are open to traveling for such experiences, compared to only 34% of Boomers. This indicates that younger generations are particularly eager for in-person connections, emphasizing the need for event planners to tailor experiences that cater to this demographic.

Tailoring Experiences for Different Generations

Understanding the varying needs and preferences of different generations is crucial for event success. As Ashleigh Cook, CMO of RainFocus notes,