C&IT have partnered with Business Events Perth to conduct a survey to understand the changing needs of event planners, revealing their increasing focus on unique experiences and destination choices. The below article is from C&IT and Business Events Perth’s (links at bottom).
More than half (55%) of event bookers say incentive experiences are essential and that they would not book a destination that wasn’t able to provide a wide and unique range of experiences. Yet, a further 34% admit that while incentive experiences are a definite ‘nice to have’, they are the first to go if cash is tight. But with only 7% saying incentive experiences are of no importance at all, the value of offering delegates additional experiences is clear.
Seasoned event planner Tom Branston says that, post-pandemic, delegates expect far more. “Expectations are that events will deliver the extraordinary,” he says. “Delegates now know how to maximise their experiences. They could spot a lazy solution at a 100 yards. We need to ensure we’re a step ahead of them, if we’re to ‘create memories’. It’s not enough for us to provide quality: we have to create more. How is food served? When? Where? What is the story behind it, and how does it feed into the event story we’re trying to tell?”
So, what types of experiences are event planners most interested in offering, according to the survey?
Authentic, local experiences come out overwhelmingly on top, followed by luxury experiences such as fine dining and CSR-related and environmentally-friendly activities. “We’re noticing a growing interest for meaningful and unforgettable experiences, particularly involving nature and wildlife immersions,” adds Martin from BE Perth.
Most Popular Incentive Experiences
95%
Authentic, local experiences
68%
Luxury experiences, such as fine dining
57%
CSR and environmentallyfriendly experiences
47%
Beach and coastal experiences
26%
Adrenaline and excitement (e.g. sports and adventure)
The importance of offering authentic, local experiences was further emphasised when respondents were asked how important it was for delegates to learn about and engage in the local culture during their visit. The majority (65%) said it was a key component, helping the team to connect to their destination, compared to 29% who said it wouldn’t affect their choice of destination.
Abigail Wren, senior director, strategic events at HR technology firm Ceridian points out “Having something unique, even a drinks reception with a locally sourced craft drink or chef experiences, adds an element you will remember and talk about. For larger events bringing people together in a unique way to experience the location around them is beneficial not only to the attendee but also the surrounding economy.
65% said helping the team to connect to their destination was a key component
As Wren points out, food and drink experiences can elevate an event for delegates. Respondents choose fine dining experiences and visiting local wineries/ breweries as their top experiences, although there is also interest in quirkier options such as food festivals, street food and catching your own seafood.
Overall, the outcome of the survey is clear: unique experiences are essential to event planners today.
The majority of respondents (64%) rated the value of being able to incorporate unique experiences into their meetings as more than seven out of 10. And the comments from respondents really bring this to life…
“It needs to be special”
“Delegates want an experience they can’t have anywhere else”
“The landscape has changed into experiences”
“Without these kinds of experiences, you could be at any venue, anywhere in the world. It adds depth to the event”
“Unique experiences are what delegates use to discuss and share the content learned. They remember these experiences sometimes more than the meeting”
With the world opened up again, delegates are after in-person experiences that offer something special. Event planners are in the business of creating memories and offering unique experiences is a sure-fire way to achieve this. With the power of technology meaning so much can now be delivered virtually, it’s all about maximising the value of getting together in person, in a special location, to experience something truly impactful and memorable.