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adam simpson

Third etc.venues biannual survey provides insights into latest industry thinking

etc.venues biannual survey has revealed that event planners are keen to return to live events with 72 percent planning to hold their next face-to-face event this year.

The research also found that 39 percent are planning to organise one to take place in Q3 and 33 percent in Q4.

The research, carried out every six months, is now on its third edition and highlights significant trends. One key trend revealed that planners have not wavered from valuing the irreplicable quality of face-to-face meetings. Research found that 82 percent say they value them more than before the pandemic.

Whilst 68 percent think hybrid events will continue to be more common than before the pandemic, down from 73 percent when asked in December and similar to 67 percent when surveyed 12 months ago.

While the frequency of virtual events may decline, the virtual element is likely to have a long-term role alongside live events in the plans of many event organisers. According to the survey, 20 percent will return to live only events in 2021 and a further 23 percent will go back to live only events in 2022, but 57 percent expect to run a mix of virtual and hybrid events as well as live events in future.

Adam Simpson (pictured), director of marketing, etc.venues, said: “The innate belief in live events among event planners is rising to the surface and the necessity of virtual events is beginning to fade now that restrictions are being lifted. After benefiting from virtual and hybrid events out of necessity during lockdown, there is a clear recognition that whilst virtual was good, it is not nearly good enough and the limitations are clear, hence many planners are clearly keen to return to live events very soon."

Simpson added: “In our experience, while many organisers are ready to run live events, the key issue that is causing concern to them is the difficulty in estimating how many delegates will attend in person. Although rooms are being booked and options reducing quickly, venues like ours are happy to discuss this and share our experience with other events to guide and support them.”