Trend Report. By 2017, events will have changed as people’s needs and the way they connect change. An event is about more than bringing people together at a specific time in a given physical place. The scope of events is greater than ever before. For event professionals, it is crucial to invest in both the value of the physical encounter and its impact outside the event. Amsterdam RAI has published a trend report analysing the ways in which events will have changed by 2017. The RAI Insights report is created to inspire event organisers, exhibitors and all who have a stake in the future of events.
The report summarises trends and their impact on events. In addition, a scenario for events in 2017 is identified, as well as ideas for event professionals to create value for visitors. The insights are based on input from event organisers, exhibitors and partners, discussions by a cross-functional RAI-team and desk research. The year 2017 was chosen as it is far enough ahead to see the changes, yet close enough to take action accordingly.
The physical encounter remains crucial to building trust between people, engaging in or strengthening relationships. This generates a strong brand experience, inspiration, innovation and knowledge exchange. Virtual applications enrich this and the offline-online combination provides unrivalled value. The report highlights ten ways and twenty ideas to create value for event visitors and zooms in on matchmaking, experience, personal, smart choices, co-creation, event science and more.
