Forget the brochure, grab your smartphone: the digital age has officially taken over how we plan and experience events
At the recent World Travel Market London (WTM), Dan Christian, host of the widely acclaimed Travel Trends podcast, highlighted five pivotal trends that emerged from his extensive conversations over more than 100 episodes. These insights not only illuminate the future of travel marketing but also offer valuable lessons for professionals in the meetings and events sector.
1. Social Media is the New SEO: Move over Google, there’s a new search engine in town. Attendees are increasingly turning to social media platforms to discover and research events. Christian highlighted the innovative approach of @Hotel, which strategically registered every possible variation of city and hotel names as social media handles, ensuring maximum visibility in social searches. For event planners, this means optimizing social media profiles and content with relevant keywords and engaging visuals is no longer optional, it’s essential.
2. Hyper-Personalization with AI: While AI is still in its early stages of adoption in the travel industry, Christian predicts a surge in the use of AI for hyper-personalization. Imagine using attendee data to tailor event experiences, from recommending relevant sessions and networking opportunities to suggesting personalized dining options. Companies like Mindtrip are already leading the way in AI-powered itinerary personalization, offering a glimpse into the future of event planning.
3. Podcasts Take Center Stage: With engagement rates estimated at 30%, podcasts are a powerful tool for reaching and captivating your audience. Christian emphasized the allure of storytelling and the convenience of audio, urging companies to either launch their own podcasts or partner with existing ones to connect with potential attendees on a deeper level. Imagine a podcast series featuring industry experts discussing event trends or past attendees sharing their experiences – the possibilities are endless.
4. Short-Form Video Dominates: In a world of shrinking attention spans, short-form video is king. Platforms like TikTok are transforming how attendees consume information and make decisions. Christian stressed the need for compelling video content that showcases event highlights, venue features, and destination experiences. Think bite-sized videos showcasing exciting speakers, interactive workshops, and unique networking opportunities.
5. Purpose-Driven Marketing: Attendees are increasingly seeking out events that align with their values. Christian emphasized the importance of communicating your event’s purpose and highlighting its commitment to sustainability and ethical practices. This could involve showcasing eco-friendly initiatives, supporting local communities, or promoting diversity and inclusion.
Key Takeaways
Embrace social media as a primary search platform. Optimize your profiles and content for relevant keywords and hashtags.
Invest in AI-powered personalization tools to tailor event experiences to individual attendee preferences.
Leverage the power of podcasts to connect with your audience through engaging storytelling.
Create compelling short-form video content that showcases the value and excitement of your events.
Communicate your event’s purpose and commitment to sustainability and ethical practices.
The digital landscape is constantly evolving, and staying ahead of the curve is crucial for success in the meetings and events industry. By embracing these five trends, event professionals can create more engaging, personalized, and impactful experiences for their attendees.
Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.
