In this blog, Jo Randle, CEO and Owner of Aspect AGM, shares his reflections and predictions for Aspect’s 2025 Insights report.
Starting my fifth Aspect Insights report in February, I looked back on the roller coaster of the past five years and what the future holds for our industry. When I began my annual survey and interviews with event industry experts, most of the world was locked down and dealing with the effects of Covid-19. Do you remember the pivot?
It is not an exaggeration to say that the events industry has been experiencing radical change since then. The pandemic has served as a catalyst for change, whether we are ready for it or not. Despite the challenges and some obvious pain, there were some notable benefits. The result was a more thoughtful approach to event planning and audience engagement, and a brighter future.
1. The rise of new event formats
In response to the constraints placed on face-to-face events during the pandemic, the industry managed rapid pivots to virtual platforms, ensuring continuity in deep and disruptive times, as well as expanding reach. Once restrictions were eased, the hybrid model became popular due to its ability to blend face-to-face and virtual elements, making it more comprehensive and flexible in events, increasing accessibility and engagement.
However, while both hybrid and virtual formats have evolved over the years, our latest research reveals that the gradual return to face-to-face events we saw in 2021 and 2022 has not slowed down. Our survey shows that the 2024 event mix was 18% hybrid, 22% virtual, and 60% in person, with less than 50% of events taking place in person just a year ago in 2023. The industry clearly agrees that nothing is consistent with the face-to-face experience of connection, cooperation and networking to drive change and encourage growth.
What’s next?
We’ve seen revivals in face-to-face events, but we expect hybrids and virtual formats to continue to play a key role, although in a more strategic way. The next phase will focus on the integration of digital experiences and physical experiences to enhance participation using immersive technologies. The main purpose of the event since 2020 was to reconnect us with a focus on networking and hospitality. This means that technology is becoming more and more differentiating. I anticipate a renaissance in the adoption of new emerging technologies. AI-driven personalization, interactive mixed reality space, and real-time translation tools make hybrid events much more engaging and comprehensive, breaking down barriers to geographical and accessibility
In-person events, we think we will see a shift towards a more meaningful, curated event experience as micro-events are becoming more popular, as representatives expect deeper engagement, better networking opportunities and more immersive experiences.
2. AI and emerging technologies
Technological innovation has been at the forefront of the evolution of the industry over the past five years, helping to strengthen audience engagement and provide a new pathway for interaction. AI revolutionizes event delivery and audience engagement, enabling more efficient planning for event professionals and hyper-personalized content and event journeys for representatives. The integration of XR and real-time technology for gamification can boost participation and enrich the event experience.
However, many organizations have not yet taken advantage of their full potential in AI and emerging technologies. This change is slow and gradually slower. Only 30% of the 2024 survey respondents used AI in 2024 (a slight increase since 2023). However, 63% can adopt these tools after 2025.
What’s next?
AI and automation are set up to be essential tools for planning and execution of events. Over the next five years, I believe AI will be helping to create hyper-personalized event experiences, predictive analytics for audience engagement, and automated content curation. Chatbots, AI concierges, and AI-driven matchmaking enhance networking opportunities, while data collection and analysis provide deeper insights into audience behavior to enable more data-driven decision-making.
3. ESG
Sustainability has been a central focus in the events industry in recent years. Our latest study shows that over 90% of respondents consider sustainability in their event strategies. And it’s especially encouraging to see that for the first time this year, 22% of organizations track emissions for all events, a 9% increase from last year. Other initiatives have also gained momentum in recent years, such as eliminating single-use plastics, encouraging locally produced catering, and encouraging more sustainable venues and transportation options.
However, there is room for improvement. Our recent report reveals that 50% of organizations have not measured their carbon footprint at all, citing limited resources, lack of tools, and low prioritization of reasons. Social impact remains underdeveloped, with 64% not measuring it.
What’s next?
Sustainability is no longer a trend. That is becoming a baseline expectation. By working with the right suppliers and agents, businesses can commit to positive or even better outcomes of the event while respecting the environment. By 2030, sustainability consultants must be standard for all events, including carbon footprint tracking pre- and post-events. Social impact measurements of 150+ global events for waste management (zero waste policy, food redistribution, reduced printing, promote local and seasonal foods with monitored travel). Availability of carbon emission information for delegated accommodations.
4. Inclusiveness and Accessibility
Our industry has made great strides in becoming more inclusive over the past five years, and our report shows an increase in all areas, including accessibility, speaker diversity, comprehensive language food and entertainment options, and diversity of marketing and promotional materials.
However, despite the general willingness to implement accessibility measures, the main challenges facing organizations are related to budgets and resources, as well as the limited availability of quality diverse speakers. By addressing these financial and logistical hurdles and providing clear direction, event organizers can ensure inclusiveness and accessibility are standard rather than afterthoughts.
What’s next?
EDI is at the heart of event planning and we expect the organization to make a strong commitment to accessibility and expression. We’d like to see a wider implementation of accessibility features, including real-time captions, sensory spaces and a diverse lineup of speakers. Budget constraints still pose challenges, but as the demand for inclusiveness increases, funds and resources must follow suit.
The future is… transformational
Our industry is ready to continue on the path of innovation. Of course, there are challenges. Global economic conditions and changes in regulations will continue to affect the event’s landscape. The cost of hosting events is likely to rise, and organizers will need to handle shift regulations regarding data privacy and environmental compliance. The more agile their strategies, the more successful they become.
By embracing technological advancements, prioritizing sustainability and promoting inclusion, we can create more engaging, responsible and influential experiences. While unpredictability remains constant, the industry’s ability to adapt and innovate ensures that the future of events is not only bright, but also transformative.
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