The last few years have been a wild ride for event creators.
First, adapting to the pandemic’s safety protocols, and now, with the world returning to ‘normal’, events are transforming again.
But what exactly are these changes, and how will they impact attendee expectations next year?
In 2022, over 200 million people turned to Eventbrite to find fun activities in their local area across the globe.
Here, we’ll reveal the top trends in event planning that surfaced in 2023 and reveal our predictions for 2024. We’ll analyze how these trends are shaping the industry as we know it and how you can adapt to these trends to make the most of the opportunities they present.
1. Generation Z prioritizes emotional transformation above ‘pure entertainment’
Eventbrite’s 2023 event trends report found that 69% of attendees favor events that offer a meaningful, transformative experience.
This finding indicates audiences don’t just view events as a fun activity; they’ve become an essential part of the human experience, especially for Gen Z.
Despite being digitally connected, young people are the worst sufferers of the ‘epidemic of loneliness and isolation’.
That might explain why recent articles indicate that young people invest in events like art workshops, gym classes, and niche events with intimate settings to try and find a sense of belonging.
Attendees look for events that offer:
- Unique experiences that get them out of their comfort zone
- Diverse emotional experiences
- New perspectives on life
In 2024, attendees will likely seek community-driven events that align with their values and reflect the person they aspire to become.
How to use this trend to your advantage: Create a strong brand personality
Luckily, creating a transformative experience isn’t restricted to one type of event. Attendees can experience togetherness and personal growth at diverse events like the Black Women’s Yoga Collective and dance events such as V2 Presents.
To leverage this trend, craft a strong sense of brand tribalism before, during, and after an event to engage attendees and convince them they’re part of a ‘movement’.
In fact, a recent study has found that evoking feelings of warmth and togetherness can increase how your audience perceives your brand.
Event creator Soulfulofnoise forms a tribe around their event — which is why they receive feedback like ‘I will always remember this day’.
Here’s how they do it:
- Reply to comments on social media to make attendees feel heard and like they’re part of the online community
- Create an Instagram portfolio with shared experiences of events, such as displaying images of people huddled together and connecting through music
💡Pro tip: Leverage Eventbrite’s marketing toolbox to get access to audience reports, check-in data, and social media integrations, so you can develop content that resonates with your target audience.
Build your brand’s personality with Eventbrite
2. Radio Frequency Identification (RFID) and Near Field Communication (NFC) are streamlining event check-in
In recent years, NFC and RFID technology have gained popularity for contactless payment systems. Currently, these technologies optimize event check-ins, reducing wait times and improving attendee experiences.
NFC is a short-range wireless communication technology that allows devices to exchange data when they’re close together. RFID uses radio waves to identify and track objects.
Hefty wait times and long lines for check-ins, merchandise, food, and drinks can negatively impact attendees’ mood and their perception of your brand.
NFC technology offers a convenient and efficient solution by:
- Offering contactless payment options like Google Pay
- Permitting digital ticketing, where attendees can scan their phone or wristband without showing their tickets or ID to staff members
- Collecting data on each attendee, even if they have made a group booking
- Preventing security breaches and ticket scamming
This cutting-edge technology offers significant benefits, but cost can vary depending on the type of RFID you need, so be sure to research before committing to this solution.
How to use this trend to your advantage: Use RFID wristbands to control access
For events — such as festivals, music concerts, or conferences — RFID and NFC can help divide your venue into different zones, such as VIP-only areas that only people with certain wristbands can access.
For example, Disney World created stylish RFID wristbands that serve as tickets and give guests access to exclusive art installations, unlock bathroom facilities, and allow them to make purchases without carrying cash or their phone.
Here’s how you can use this strategy for your events:
- Offer an RFID wristband as an ‘add-on’ to your VIP package with exclusive benefits, such as behind-the-scenes passes or discounts on food and drink purchases
- Customize your RFID wristband to look like trendy merchandise
💡Pro tip: If the expense of using RFID wristbands falls outside of your budget, you can still capitalize on this trend. Try using an event check-in app like Eventbrite, which offers QR codes for check-ins, embedded checkouts, and real-time event data insights, like attendance tracking.
Invest in sustainability and waste reduction
In 2024, attendees will become more environmentally conscious. In fact, our mid-year report found that 81% of attendees will pay more for a sustainable event.
As an event creator, you can take steps to reduce your environmental impact, such as:
- Replacing single-use plastics — like straws, cups, and utensils — with compostable alternatives
- Opting for sustainable materials — like bamboo — for event signage, banners, and merch
- Donating leftover food to homeless shelters
Make sure you let people know that, unlike other brands, you’re socially conscious. By doing so, you’re giving like-minded people the chance to connect with their community and with your brand values.
In fact, a recent survey has shown that 8/10 consumers will pay 5% more for sustainably sourced goods, so don’t be afraid to charge more if it means creating a sustainable event possible.
How to use this trend to your advantage: embrace virtual and hybrid events
One way to decrease carbon emissions is to host more virtual and hybrid events and consider eco-friendly materials.
Incorporating a mixture of virtual and hybrid events into your event calendar can help reduce environmental impacts, such as travel-related emissions, while still providing attendees with engaging and interactive experiences.
For example, a recent study found that transitioning from in-person to hybrid conferences can reduce energy use by 90%.
We understand that event creators who thrive on live experiences, like Vampirefreaks & GBH Events, may hesitate to venture outside their core offerings and appeal.
However, including some virtual shows in your event stack or incorporating hybrid elements could improve attendees’ experience, and make your events more accessible. For example, we found that attendees would like to see live streaming included in events.
The SocietyX Community is a great example of an event organizer that combines live and virtual events to attract a wide range of attendees. They hosted virtual meditation and general health classes.
Find creative ways to incorporate hybrid and virtual events, such as:
- Leveraging interactive technology at live events, such as live streaming, virtual reality, and chatbots
- Creating virtual events with a strong hook that compliments their live events rather than replacing them — like Zoom interviews with thought leaders
💡Pro tip: Switch to virtual events to reach a sustainably conscious audience and expand your attendee turnout. Make the event interactive with live chats and Q&As to keep your online audience a part of the event.
Artificial Intelligence (AI) is revolutionizing event automation
Event organizers are hopping on the AI trend by using AI tools, like ChatGPT and Bard, to streamline event planning and marketing processes, such as:
- Writing event emails
- Creating copy for social media advertising
- Crafting event descriptions, order forms, and listings
- Editing and proofreading
AI technology can save event creators time by automating repetitive tasks, so they can focus on more important things like planning a promotional timeline.
How to use this trend to your advantage: Use a marketing tool that integrates AI technology
To fully leverage the AI trend, consider partnering with an event marketing platform that utilizes this technology.
For example, Duck Club uses Eventbrite’s AI email marketing tool to write better content and gain insights into what’s working with its audience. This has resulted in a 60% opening rate with their emails.
Eventbrite’s AI tool also:
- Autofills event descriptions, titles, and tags to save time and improve searchability
- Crafts engaging copy for social media ads that generate engagement
- Creates targeted email marketing campaigns that reach the right audience and drive ticket sales
💡Pro Tip: Use AI-powered tools to plug in information for recurring events. Event creators using this strategy create events 30% faster.
Use the latest trends in event planning to create meaningful experiences
Although 2024 might shake up how you promote events, one thing remains unchanged: attendees want meaningful experiences that foster connection.
Whether that’s a connection to our planet through sustainability or to each other through advanced technology, attendees demand more than just entertainment from events.
At Eventbrite, we understand the significance of staying up-to-date with the latest trends. From customizable registration forms to AI and real-time analytics, we’re constantly adapting our platform to keep up with industry changes.
