LOS ANGELES (CelebrityAccess) — ASM Global, the venue management and live events company, revealed the results of a major new survey that examines millennials and Gen Z’s relationship with conventions, conferences and events.
Conducted by ASM Global’s proprietary INSIGHTS customer-experience platform, the survey collected data from organizers, exhibitors and attendees over the last six months regarding their experiences during meetings, conferences and conventions across all ASM Global-managed convention centers.
The comprehensive survey collected more than 110,000 data points and ASM Global will leverage the data to introduce key initiatives they hope will redefine the convention and events industry.
“All of this amazing research validates the direction we’re now headed. It’s a journey into the future that we’ve already begun to bring to life as quickly as possible in venues like Pennsylvania Convention Center, Huntington Convention Center of Cleveland ,and Colorado Convention Center, which are in the early stages of our execution planned throughout our portfolio that we’re accelerating in the next few years,” stated Dan Hoffend, ASM Global executive vice president, convention centers.
Key findings from the survey:
INSIGHTS revealed that 42% of meeting, convention, and conference attendees were under the age of 40 with 18% of the attendees being under the age 25, a 6 percentage-point increase from the prior year.
Those under 40 are also becoming increasingly more interested in attending multiple conventions each year, with 60% stating they will attend two or more in 2024 and the majority regularly attending two to four per year in the future.
“A significant added priority will be to expand emerging customer bases for millennials and Gen Z. We want as many of our venues to be the most high-tech, user-friendly meeting and event spaces in the world,” Hoffend said. “The growth potential is boundless. ASM Global is the largest and best event platform on Earth, which enables us to deliver unparalleled participant-engagement moments for clients in environments that no other space can deliver. We are combining entertainment areas, work environments, and food zones to complete the experiential aspects of the advanced convention center experience.”
The survey also found that those millennials and Gen-Z attendees increasingly need a place to work while at events.
“Attendees need to continue their normal work activations while attending events. We are providing comfortable meeting zones to enable attendees to continue to stay connected and attend conferences without missing a key moment,” Hoffend said. “All of this while expanding the ASM Global Acts program, under which venues can successfully execute robust sustainability and social impact goals.”
To support that need, ASM Global envisions the creation of hush hubs, dedicated work areas where event attendees can catch up with their normal workflow.
“We want to enable our attendees to maximize their time in hubs where they can catch up with home/office work and then jump back into the event,” Hoffend said.
The survey also revealed that event attendees want greater connectivity and digital integration at events, including state-of-the-art digital networks, digital wayfinding, wellness programs, video/virtual immersive experiences, relaxation and productivity lounges, personal meeting spaces, and more.
The INSIGHTS research study also revealed the importance of the digital experience, including effective social media in the lead-up to, and during events, including on-site/off-site events, interactive elements, high-speed digital connectivity, convenience, improved food and beverage offerings, and more.
“Through INSIGHTS, we’re gaining an understanding of what attendees want out of their experiences and seeing that all the little things make the biggest difference. We’re learning what foods and diets are highest in demand, how much courteous and attentive staff really matters, how important safety and security is to our guests, and more. We are able to hear what our guests are saying and implement; and as a result, we are seeing higher guest ratings across the board,” Hoffend said.
“The tide has turned,” added ASM Global Chief Marketing Officer Alex Merchán. “The younger generations are a driving force in the events industry; and with a new generation of influential players and decision-makers, it’s time to reimagine the industry around these evolving expectations.”
