In the dynamic world of corporate event planning, understanding regional trends and demands can be a game-changer. As businesses continue to navigate the complexities of global operations, having a pulse on local preferences and emerging trends ensures that your events are not only memorable but also strategically aligned with your objectives.
Whether it’s incorporating sustainability practices, leveraging advanced technology, or tailoring experiences to specific cultural contexts, staying informed ensures that your events stand out and achieve their goals. Speaking with the CTM Meetings & Events leadership team we take a look at the key corporate event trends across Australia and New Zealand (AU/NZ), Asia, Europe, and North America.
Australia & New Zealand (AU/NZ)
Corporate event planning in AU/NZ is evolving rapidly, driven by a focus on sustainability, technology, and creating unique and memorable experiences. As businesses in the region place increasing importance on sustainable practices and local partnerships, event organisers must be agile in balancing creativity with responsibility. In a market where the landscape is as vast as the opportunities, staying attuned to local preferences is essential for successful event execution.
Nicole Kolotas, General Manager of CTM Meetings & Events AU/NZ shares her views on the current trends in corporate event planning driving demand in the region.
Local suppliers and sustainability
AU/NZ are witnessing a significant shift towards using local suppliers to boost the local economy and enhance event sustainability. Planners are prioritising sustainable practices such as reducing waste, eliminating plastics, and leveraging digital solutions to minimise environmental impact. Ensuring that events are both environmentally and economically responsible is becoming a crucial aspect of event planning.
Event technology
With the increasing reliance on digital platforms, proven and effective event technology is in high demand. From virtual event tools to interactive apps, technology is increasingly central to delivering engaging and seamless experiences for our clients in this region.
Uniqueness
Events that stand out for their uniqueness are gaining traction. Whether it’s a new venue, an off-the-beaten-path location, or an unusual activity, clients are seeking fresh and distinctive experiences that haven’t been previously explored. New restaurants, activities and speakers are a priority.
Most popular events in AU/NZ
Combining formal business sessions with social programs is becoming the norm. Planners are blending conferences with leisure activities, team-building exercises, and health-focused events to create a well-rounded experience. Additionally, integrating business content into incentive programs is on the rise, taking advantage of having key stakeholders all in one place, making these events both rewarding and productive.
Logistics and culture
In AU/NZ, logistics play a crucial role due to the vast distances between cities (particularly in Australia) and the preference for cost-effective travel options. Culturally, attendees value less structured, more interactive agendas with ample networking opportunities. Incentive programs, in particular, balance group activities with free time, reflecting the local preference for flexibility and engagement.
Cost and weather play a major role in determining the event location. For both Australian and New Zealand clients, in general, the most popular event state in Australia is Queensland, as it typically offers better (warmer) weather year-round, offers excellent and varied conference hotels and facilities and the dollar stretches further in comparison to the southern states, often offsetting the costs of flying.
Asia
Asia’s corporate event landscape is defined by its blend of tradition and innovation, with a growing emphasis on personalisation, 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 tailored experiences. With cities like Singapore leading the charge as a global business hub, Asia is setting new trends in delivering both immersive and efficient corporate events.
Dorreen Low, CTM’s Meetings & Events Manager Asia, shares her views on the current trends in corporate event planning driving demand in the region.
Experiential and thematic events
Immersive and thematic events that offer elaborate decorations, interactive displays, and unique entertainment are on the rise. The theme influences every aspect of the event, including the décor, entertainment, activities, presentations, and even food and beverage. The goal of a thematic event is to create an immersive experience that aligns with the chosen concept, engaging attendees through a consistent, cohesive atmosphere. These events aim to leave a lasting impression and create memorable experiences for attendees.
Sustainability and sustainable events
Asian corporate events are embracing sustainability with sustainable practices and carbon offsetting. This trend reflects a growing commitment from clients to reducing their environmental impact.
Personalisation and customisation
Tailoring experiences to individual preferences is becoming paramount for clients. From customised agendas to bespoke gift packages, personalisation ensures that events resonate with attendees on a deeper level.
Most popular events in Asia
In Asia, corporate meetings and leadership retreats are staples. These events focus on strategic planning and team bonding. Additionally, incentive travel programs and VIP hospitality events are popular for rewarding top performers and hosting high-profile guests.
Cultural sensitivity
Event planning in Singapore particularly has distinct 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, as well as its role as a global business hub.
Europe
In Europe, corporate event planning is undergoing a shift towards smaller, more personalised experiences that emphasise sustainability and team engagement. With diverse cultural and logistical challenges, event planners in Europe are navigating complex demands while delivering meaningful, memorable experiences. As companies focus on ROI and creating events that leave a lasting impact, Europe continues to innovate in its approach, blending tradition with cutting-edge event technology and unique, shareable experiences.
Mike Leeson, General Manager of CTM Meetings and Events UK/Europe shares his views on the current trends in corporate event planning driving demand in the region.
Sustainability and CSR
Sustainability remains a priority in Europe, with many clients needing to justify travel and demonstrate commitment to corporate social responsibility (CSR). Events are increasingly focused on reducing environmental impact and giving back to the community.
Team engagement and rewards
The trend is shifting from large-scale conferences to smaller, more focused team-centric events. Recognising and rewarding staff, particularly Gen Z employees, is crucial for engagement. We are witnessing those experiences which are memorable and shareable on social media and are highly valued.
Experience and wellness
Creating memorable experiences with unique locations and activities is a key trend. Additionally, there is a growing focus on wellness, with more events featuring healthy catering and wellness-related activities instead of traditional social gatherings centred around alcohol.
Incorporation of technology
While interest in virtual-only events has decreased, there is still a demand for hybrid options and innovative technology that enhances in-person experiences.
Most popular events in Europe
Smaller, departmental meetings and incentive events that focus on experience and team building are increasingly popular. These events often incorporate business content within a broader framework of engagement and reward.
Cultural and logistical complexity
European events often involve diverse attendee groups from multiple countries, necessitating careful logistical planning and cultural consideration. While unique destinations are sought after, practicality regarding flight access and costs can influence location choices.
North America
In North America, corporate event planning is evolving to meet the needs of a largely remote workforce, emphasising small group collaborations and innovative technologies. As businesses adapt to new work dynamics, event planners are focusing on creating engaging experiences that foster teamwork and enhance productivity. The shift towards sustainability and community engagement is also a significant factor, influencing how events are designed and executed.
Teri Awwad, Vice President of CTM Meetings & Events, North America, shares her insights and explains by embracing these trends, North American corporate event planners can not only adapt to the changing landscape but also enhance the overall effectiveness of their events.
Cultural and logistical complexity
The approach to event planning in North America differs from other regions, particularly in terms of attendee experience. As remote work becomes the norm, creating valuable in-person experiences is paramount. Planners are prioritising engaging activities and sessions that maximise the impact of the time spent together. More free time is also being incorporated into agendas, allowing attendees to connect informally and recharge.
Sustainability and CSR
Sustainability is at the forefront of corporate event planning in North America. Many companies are prioritising locally sourced vendors and projects that enhance community welfare. Clients are looking for events that not only reduce environmental impact but also promote social responsibility, creating a positive legacy beyond the event itself.
Small group collaborations
With a predominantly remote workforce, there is a noticeable trend towards smaller, regional meetings that facilitate collaboration and relationship-building. These intimate gatherings allow for deeper connections among team members, making the most of limited face-to-face time. This shift reflects a growing recognition of the value of engagement and meaningful interactions in a corporate setting.
Incorporation of technology
Event planners are increasingly exploring alternative technology platforms that support strategic meetings management (SMM) solutions and streamline the entire sourcing and planning process. Enhanced event management solutions are being utilised to elevate the attendee experience, from registration to post-event engagement, ensuring that every touchpoint adds value.
Most popular events in North America
Incentive events aimed at motivating and rewarding team members are particularly popular, reflecting the need for recognition in a remote work environment. Additionally, training meetings and small group collaborations are on the rise, focusing on professional development and team cohesion.
Why does this matter to corporate event planners?
Whether you choose to host a corporate event in your own country or abroad, it is important to understand the shifts in the industry, cultural norms and attendee expectations to ensure it hits the mark to deliver value to not only your business but to all those who attend. Partnering with a knowledgeable event management company like CTM Meetings & Events can further enhance your ability to navigate these trends effectively and deliver exceptional experiences for your stakeholders. For further insights and assistance in crafting your next corporate event, no matter where in the world, don’t hesitate to reach out to us at CTM Meetings & Events.
