Cvent, a market-leading meetings, events, and hospitality technology provider, released the results of the Australia Edition of the Cvent Planner Sourcing Report 2020. This year’s report compiles data and survey responses that were collected in August 2020 from event planners across more than 150 organisations. The report offers deep insights into planner perspectives and priorities, and as business events restart, these insights will be critical for hoteliers in Australia looking to adapt to the new events landscape, make their venues safer for both in-person and hybrid events, and ultimately, attract a greater share of the local business events market.
This year’s study illustrates that live events – whether virtual, in-person, or hybrid – are still top of mind for organisations across the country, and results show that while virtual events have been helpful during the pandemic, 72 percent still prefer in-person experiences. When planning for the future, event organisers have become increasingly reliant on technology and the support of their hotel partners and venues, to make their events safer and more effective. Nearly 70 percent of respondents reported an increased reliance on technology, and 67 percent of planners expect venues to provide for social distancing room configurations. In addition, 42 percent of respondents are currently sourcing for in-person events, which highlights increased confidence across the region.
As per the report, planners are anticipating a reduced event budget and an increased event cost in the coming year. 46% of the survey respondents foresee a decrease in their 2021 event budget, while 43% think the cost per event might rise next year.
“These research findings confirm what we see every day in the interaction of our event planners and hospitality customers,” said Chris McAndrews, Vice President of Marketing for Cvent Hospitality Cloud. “Due to COVID-19 pandemic, hospitality professionals have become even more focused on the health and safety of their guests, and technology is central to this effort. Hotels are using online venue sourcing platforms to showcase their safety policies, offering planners virtual site visits, and leveraging interactive diagramming tools to design floor plans that comply with social distancing requirements.”
Additional findings in the report include:
Attendee safety and well-being come first. Hoteliers will need to continuously expand or enhance their health and safety procedures to support a safer meeting environment, and ensure these measures are featured online where planners are actively sourcing.
- 89% said venue health and safety guidelines is the top consideration that will determine their venue choice in 2021.
- 69% respondents cited attendees’ safety and wellbeing (Duty of Care) as their top priority.
Technology becomes a conduit for safer in-person event experiences. Planners are increasingly relying on technology to safely source, plan, and host their events. Hoteliers that leverage technology to offer virtual site visits, create socially distanced floor plans, and deliver increased streaming capabilities will stand out.
- 69% reported increased reliance on technology, especially virtual event software.
- Nearly 80% of respondents support a future of hybrid events. 40% say they are an ideal transition back to in-person, while 38% say they are a viable permanent option to increase attendance.
- 67% of planners expect venues to provide for social distancing room configurations.
Event dynamics and budgets have changed. The pandemic has altered the event landscape and associated budgets, and hoteliers looking to establish long-term planner relationships should be aware of the evolving planner needs.
- 68% are adjusting their events by planning for fewer attendees per event, while booking larger event spaces to accommodate social distancing guidelines.
- 46% of respondents expect a decrease in their 2021 event budgets.
- 40% are looking for expanded F&B options such as pre-packaged foods and open-air dining.
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