CHICAGO — Trade show organizers vary widely in their views on what trends they believe will dominate in 2022. However, some themes keep coming up, such as quality over quantity, ongoing staff shortages and safety concerns.
Here are 12 trends they predict for the year ahead.
- Time = Money
Among the many lessons COVID-19 has brought to light is the value of employees. Companies have been losing talent at a record rate, and one of the main reasons for this high turnover is that employees are looking for meaningful work and workplaces that don’t treat them like a commodity, but value their contributions—and their time.
- Staff shortages among suppliers
The year 2022 will be marked by an ongoing struggle among the many supplier companies that support trade shows.
- Security issues
Growing competition is expected among companies providing testing, vaccination proof and security consulting services for professional events.
- Quality over quantity
Events should focus more on the quality of the audience than the number of participants.
- Immersive and engaging experiences
The trend towards quality will also push trade fair organizers to create immersive experiences with high added value.
- Virtual and hybrid are here to stay
Trade show organizers predict that virtual and hybrid trade shows will continue, although all respondents agree that they pale in comparison to face-to-face trade shows.
- Focus on sustainability
Following the United Nations Climate Change Conference in November and the Joint Meetings Industry Council’s Net Zero commitment, sustainability is in the spotlight like never before.
- Innovative technology
Trade show organizers are faced with a multitude of technological developments that will allow them to deepen their understanding of attendee purchasing habits and extend the purchasing cycle.
- Reinvention
Alex DeBarr, President and CEO of Naylor Association Solutions, said, “The end of the painful 2020-2021 event cycle presents a tremendous opportunity to reinvent your events and better position them to compete in the future. There is a huge pent-up demand for events from attendees, sponsors and exhibitors, but smart producers will reevaluate their strategy and tactics to create better events. Better for attendees and better for sponsors in every way: quality of content, quality of experience, quality of networking opportunities and safe participation. Don’t fall into the trap of simply exploiting event demand: take aggressive action to improve the event and tell attendees how. That starts with asking them what they need now versus two years ago.”
- Networking reigns supreme
“Networking has always been at the heart of trade shows, but I expect that next year, attendees will want more planned and thoughtful opportunities to get together – without loud music or other entertainment – so that they can really connect. Additionally, with supply chain issues impacting so many industries, I expect buyers and specifiers will feel a greater need to attend shows to get the first chance to see what products are available or to find new suppliers to replace incumbents who may not be able to meet their needs due to delays,” said Dan Darby, CEM, Show Director/Senior Vice President, Lightfair.
- Technology will continue to innovate
“As we look to 2022 and beyond, we will be balancing the proven track record with the simultaneous use of more innovative technologies to engage show attendees (both in-person and virtually). If we’ve learned anything over the past year, it’s that we need to create a mix of physical and digital business opportunities, both of which are equally important,” said Kimberly Carcone, senior vice president of global market events for the Toy Association.
- Personalized service
Another trend is attendees’ desire to feel taken care of during their trade show gatherings. A company like Get Informed, a Las Vegas-based event concierge service that has partnered with Informa Markets, is doing just that. A single point of contact for attendees and exhibitors, Get Informed helps secure reservations for meals, hotel accommodations, entertainment, event venues, staff transportation and more.
Get Informed also specializes in creating micro-event experiences like their Foodpopper pop-ups hosted by Heidi Cayn Friedman, former head of production for the TV show Chopped. “Food pop-up micro-events like this are a unique way for customers to interact in different venues around the city,” says Melanie Bash, co-founder of Get Informed. “It’s about meeting our customers’ needs in a highly personalized and customer-service-oriented way.”
For more trends, be sure to check out the January issue of EAST.
Contact Alex DeBarr at adebarr@naylor.com; Dan Darby at dand@light fair.com; Kimberly Carcone at kccarcone@toyassociation.org; Melanie Bash at mbash@getinformedlv.com