In the dynamic world of corporate event planning, understanding regional trends and needs can be a game-changer. As businesses continue to navigate the complexities of global operations, staying on top of local preferences and emerging trends ensures your events are not only memorable, but strategically aligned with your goals.
Whether it’s incorporating sustainable practices, leveraging advanced technology, or tailoring experiences to a specific cultural context, staying informed can ensure your event stands out and achieves its goals. and CTM Conferences and Events Our leadership team will examine key corporate activity trends in Australia and New Zealand (AU/NZ), Asia, Europe and North America.
Australia and New Zealand (AU/NZ)
Corporate event planning in Australia/New Zealand is growing rapidly, driven by a focus on sustainability, technology and creating unique and memorable experiences. As businesses in the region increasingly focus on sustainable practices and local partnerships, event organizers must be nimble in balancing creativity with responsibility. In a market as vast as the opportunities available, adapting to local preferences is critical to a successful event.
Nicole Kolotas, general manager of meetings and events at CTM Australia/New Zealand, shares her thoughts on current trends driving demand for corporate event planning in the region.
Local suppliers and sustainability
Australia/New Zealand is witnessing a major shift towards using local suppliers to boost the local economy and enhance the sustainability of events. Planners are prioritizing sustainable practices such as reducing waste, eliminating plastic and leveraging digital solutions to minimize environmental impact. Ensuring that events are environmentally and financially responsible is becoming an important aspect of event planning.
Event technology
With increasing reliance on digital platforms, proven and effective event technology is in high demand. From virtual event tools to interactive apps, technology is becoming increasingly important in delivering engaging and seamless experiences for customers in the region.
uniqueness
Events that stand out for their uniqueness are gaining more and more attention. Whether it’s a new venue, an off-the-beaten-path location, or an unusual event, customers are looking for fresh and unique experiences they’ve never explored before. New restaurants, events and speakers are a priority.
Most popular activities in Australia/New Zealand
Combining formal business meetings with social events is becoming the norm. Planners blend meetings with leisure activities, team-building exercises and wellness-focused activities to create a well-rounded experience. Additionally, there is a growing practice of integrating business content into incentive programs, taking advantage of having key stakeholders in one place, making these activities both valuable and productive.
Logistics and culture
In Australia/New Zealand, logistics plays a vital role due to the long distances between cities (especially in Australia) and the preference for cost-effective travel options. From a cultural perspective, attendees valued an agenda that was less structured and more interactive with ample networking opportunities. The incentive program, in particular, balances group activities with free time, reflecting local preferences for flexibility and participation.
Cost and weather play a big role in determining where your event will be. Generally speaking, for Australian and New Zealand clients, the most popular event state in Australia is Queensland, as it generally has better (warmer) weather year-round, offers high-quality and diverse conference hotels and facilities, and is in close proximity to Compared to Australia, the price of the Australian dollar increased further. In southern states, the cost of flying can often be offset.
Asia
Asia’s corporate events landscape is a fusion of tradition and innovation, with an increasing emphasis on personalization, experiential events and sustainability. As a region rich in cultural diversity, planning events here requires a keen understanding of local customs, high standards of professionalism and a focus on creating tailor-made experiences. Asia is leading a new trend in hosting immersive and effective corporate events, as cities like Singapore become leaders in global business hubs.
CTM Asia Meetings and Events Manager Dorreen Low shares her views on the current trends in corporate event planning driving demand in the region.
Experiences and themed activities
Immersive themed events that offer sophisticated décor, interactive displays and unique entertainment are on the rise. Theme affects every aspect of your event, including décor, entertainment, activities, presentations, and even food and beverages. The goal of a themed event is to create an immersive experience consistent with the chosen concept, engaging attendees with a consistent, cohesive atmosphere. These events are designed to leave a lasting impression on attendees and create unforgettable experiences.
Sustainability and sustainable activities
Asian corporate events are embracing sustainability through sustainable practices and carbon offsetting. This trend reflects customers’ growing commitment to reducing their environmental impact.
Personalization and customization
Tailoring experiences to personal preferences has become critical for customers. From customized agendas to custom gift packages, personalization ensures your event resonates with attendees on a deeper level.
Asia’s most popular activities
In Asia, corporate conferences and leadership retreats are the main events. These activities focus on strategic planning and team cohesion. In addition, incentive travel programs and VIP hospitality events are also popular for rewarding top performers and hosting high-profile guests.
cultural sensitivity
Event planning in Singapore has unique characteristics and approaches that set it apart from event planning in other countries. These differences are influenced by Singapore’s unique cultural, economic and regulatory environment and its role as a global business hub.
Europe
In Europe, corporate event planning is shifting towards smaller, more personalized experiences that emphasize sustainability and team engagement. Facing diverse cultural and logistical challenges, European event planners are meeting complex needs while delivering meaningful, memorable experiences. As companies focus on ROI and delivering events with lasting impact, Europe continues to innovate its approach, blending tradition with cutting-edge event technology and unique shareable experiences.
Mike Leeson, general manager of conferences and events at CTM UK/Europe, shares his views on current trends driving demand for corporate event planning in the region.
Sustainability and Corporate Social Responsibility
Sustainability remains a priority in Europe, with many customers needing to justify travel and demonstrate a commitment to corporate social responsibility (CSR). Activities are increasingly focused on reducing environmental impact and giving back to the community.
Team engagement and rewards
The trend is moving away from large conferences and toward smaller, more focused, team-focused events. Recognizing and rewarding employees, especially Gen Z employees, is critical to engagement. We are witnessing experiences that are memorable, shareable on social media and highly valued.
experience and health
Creating unforgettable experiences through unique locations and activities is a key trend. Additionally, people are increasingly health-conscious, with more events featuring healthy dining and health-related activities rather than traditional alcohol-centric social gatherings.
Integration of technology
Although interest in virtual events has declined, there is still a need for hybrid options and innovative technology to enhance the in-person experience.
Europe’s most popular activities
Small department meetings and incentive events focused on experience and team building are increasingly popular. These events often embed business content within a broader engagement and rewards framework.
Cultural and logistical complexities
European events often involve a diverse group of participants from multiple countries and therefore require careful logistical planning and cultural considerations. While unique destinations are sought after, availability of flight access and cost may influence location selection.
North America
In North America, corporate event planning is evolving to meet the needs of a largely remote workforce, emphasizing group collaboration and innovative technology. As businesses adapt to new work dynamics, event planners are focusing on creating engaging experiences that foster teamwork and increase productivity. The shift towards sustainability and community engagement is also an important factor, influencing how events are designed and executed.
Teri Awwad, Vice President of Meetings and Events at CTM North America, shared her insights and explained that by embracing these trends, North American corporate event planners can not only adapt to the changing landscape but also improve the overall effectiveness of their events.
Cultural and logistical complexities
The North American approach to event planning differs from other regions, especially when it comes to attendee experience. As remote work becomes the norm, creating valuable in-person experiences is critical. Planners are prioritizing engaging events and meetings to maximize the impact of time spent together. More free time is also built into the agenda, allowing attendees to mingle informally and recharge.
Sustainability and Corporate Social Responsibility
Sustainability is at the forefront of corporate event planning in North America. Many companies prioritize locally sourced suppliers and projects that enhance community welfare. The client seeks events that not only reduce environmental impact, but also promote social responsibility and create a positive legacy beyond the event itself.
group work
With remote workers predominating, there’s been a clear trend toward hosting small, regional meetings to foster collaboration and build relationships. These intimate gatherings allow team members to build deeper connections and make the most of limited face-to-face time. This shift reflects a growing recognition of the value of engagement and meaningful interactions in corporate settings.
Integration of technology
Event planners are increasingly exploring alternative technology platforms that support strategic meeting management (SMM) solutions and streamline the entire procurement and planning process. Enhanced event management solutions are used to enhance the attendee experience, from registration to post-event engagement, ensuring every touchpoint adds value.
Most popular activities in North America
Incentive events designed to motivate and reward team members are particularly popular, reflecting the need for recognition in a remote working environment. Additionally, training sessions and group work are increasing, focusing on professional development and team cohesion.
Why is this important to corporate event planners?
Whether you choose to host a corporate event in your home country or abroad, it’s important to understand changes in the industry, cultural norms and attendee expectations to ensure the event hits the mark and provides value not only to your business, but to all participants. Attend. Partnering with a knowledgeable event management company like CTM Meetings & Events can further enhance your ability to effectively navigate these trends and deliver a superior experience to your stakeholders. No matter where you are in the world, for more insights and help planning your next corporate event, feel free to contact us at CTM Meetings & Events.
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