In 2025, meetings and events will be all about personalization, smarter technology, and a renewed emphasis on accessibility and data privacy.
Tighter budgets and growing expenses have characterized the last few years, and while this is unlikely to change in 2025, the good news is that we will begin the year with more inventive instruments to confront important concerns head on.
Continue reading to learn about the important exhibition trends and innovations that changes industry to watch out for in 2025, as well as how they will affect your strategy in the year ahead.
Want to make your next exhibition stand one to remember? These are the trends you won’t want to miss:
Best Exhibition and Event Industry Trends to Watch Out for 2025
1. Do Anything with Personalization
Personalization is all over these days. Consider how Amazon makes product recommendations based on your past searches and purchases, how Netflix makes show recommendations based on your viewing history, or how many of us look forward to our carefully tailored Spotify Wrapped playlists at the end of the year.
The customized experiences provided by these personalization examples are probably going to boost engagement and brand affinity.
The same is true of events. Attendees will give priority to customized experiences that improve the overall event experience because there are so many possible events to choose from.
Here are Some Examples
- Recommendations for networking: AI-powered matchmaking can assist you in matching participants with comparable objectives or interests, maximizing their networking experience.
- Recommendations for the session: A key component of the event experience is customized material. By suggesting sessions based on prior interaction, behavior, and other touchpoints, you may assist attendees in curating their agendas.
- Customized event summaries: according to 57% of participants, they would want information based on the activities they took part in. Thus, give them a synopsis of their main points and conclusions using your event app.
2. Add AI as Your Exhibition Event Part for Productivity
In 2023, generative AI tools were widely available, and in 2024, their use grew. According to Amex GBT’s 2025 Global Meetings & Events Forecast, AI topped the list of technology meeting professionals plan to use, and 41% of event planners currently use AI for content creation, logistics, and data analysis, according to the most recent ICE Benchmarking survey.
In 2025, teams will discover new uses for generative AI, natural language processing (NLP), and other types of AI to increase productivity and collaboration, since tools like ChatGPT are already commonplace in many businesses.
3. Data Activation is Still a Challenge
Having the appropriate data and insights is the foundation of any effective strategy. However, is it possible to have too much data?
We are able to collect more data than ever before because events offer more digital touchpoints, but this can also be a double-edged sword. Data overload is a problem for many of us, making it difficult to turn data into insights that can be put to use.
You’re not alone if this speaks to you. Forty-five percent of respondents to a 2024 poll by B2B Marketing and Cvent said they still enter lead data into their CRM systems manually.
4. Return on Relationship as Key Metric
Relationships are the foundation of the meetings and events sector more than any other. The sector depends on cooperation between event planners, hotels and venues, CVBs, and suppliers, and events provide a special chance to create devoted communities and connections.
The Return on ties (ROR), which gauges how strong such ties are, will be another crucial success indicator in 2025.
What is Return on Relationship?
The value generated by establishing and fostering relationships with your audience is the main focus of return on relationships, or ROR. Events are a great way to increase brand recognition and loyalty; in fact, after attending live events, 77% of consumers say they have greater faith in businesses.
5. Add Field Marketing in Your Exhibition Events
Field marketing events are officially becoming more popular. A commissioned study by Forrester Consulting on behalf of Cvent shows that 75% of respondents say their small in-person events would be primarily executed in the field, while Gartner’s 2024 Magic Quadrant for Event Technology Platforms identifies the growth of smaller, regional events as a key trend shaping the market.
6. Sustainability Takes a Central Role
Ed was right when he said last year that the show business will prioritize sustainability. Exhibitions are notoriously environmentally harmful, but things are starting to change. Planning an exhibition now heavily considers sustainability. Reusable stands are becoming more and more popular, and sustainable materials are now the norm. For instance, we prefer recyclable aluminum frameworks over conventional timber ones.
Additionally, there is growing pressure on event planners to address their carbon footprint. The events industry must be more open and responsible about how it uses resources since more people are inquiring about the materials used in stands and how they are carried.
7. Unique Venue and Destinations
The growing demand for distinctive locations and experiences will continue in 2025.
For their events, nearly half (49%) of planners in North America and 45% of planners in Europe are using unusual locations. Compared to 2023, when just 17% of North American planners looked for unusual venues, this is a notable increase.
These distinctive locations are diverse and include convention centers, museums, art galleries, and event cruise ships, per our Planner Sourcing Reports.
Why Special Venues in Demand?
Savings: Since the cost of events is still on the rise, event planners will keep searching for ways to make events unforgettable without going over budget.
Flexibility: Special event spaces provide more possibilities, such as competitive rates and on-site food and drink selections.
8. Engage More Visitors with Digital Tools
Exhibition booths are evolving thanks to digital technologies and experiences. Brands can now schedule follow-up meetings, transmit information instantaneously, and even send virtual swag bags before customers leave the stand thanks to dependable Wi-Fi!
More than just showcasing products, interactive screens and video walls allow you to be creative, draw viewers into the narrative of your business, and hold their attention for longer. Additionally, since you don’t need to bring in as many physical goods, digital tools save you money on shipping and lessen your carbon footprint.
Conclusion
AI-powered technology, individualized experiences, and a persistent emphasis on the guest experience are expected to create significant changes in the events and hospitality sector in 2025. Stay ahead of the curve and fortify your plans for 2025 and beyond by utilizing these tendencies. Get in touch with Maze Events, your one stop even planning and managing an expert team to outsource your next event.
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