Industry Trends
Monthly analysis of the key trends in the meetings and events industry
Every month HopSkip analyzes data from around the meeting and events industry to understand trends in the market. HopSkip picks a few of the most relevant trends from research conducted throughout the month and we share those data points to the rest of the community.
HopSkip February 2021 Market Analysis:
~ Over 50% of planners are ready to meet live if all restrictions and protocols are followed and enforced
Source: NorthStar Meetings Group Pulse Survey January 2021 (https://www.northstarmeetingsgroup.com/News/Industry/Coronavirus-and-Meetings-Survey-Results)
What this tells us:
If the proper guidelines are put in place planners are beginning to feel comfortable holding live events.
~ 56% of planners have their next live event scheduled for the second half of this year
Source: NorthStar Meetings Group Pulse Survey January 2021 (https://www.northstarmeetingsgroup.com/News/Industry/Coronavirus-and-Meetings-Survey-Results)
What this tells us:
The second half of the year is when we should expect to see the volume of live events begin to ramp upwards and we assume that this will snowball into a volume of RFPs to follow.
~ Planners scored 2.81 out of 5 for the value virtual events are providing their constituents
Source: NorthStar Meetings Group Pulse Survey January 2021 (https://www.northstarmeetingsgroup.com/News/Industry/Coronavirus-and-Meetings-Survey-Results)
What this tells us:
Live events are king. Virtual events are a great solution when restrictions are in place that doesn't allow you to host a live/hybrid event. However, planners are not seeing the value to make any long term shift.
Every month HopSkip analyzes data from around the meeting and events industry to understand trends in the market. HopSkip picks a few of the most relevant trends from research conducted throughout the month and we share those data points to the rest of the community.