A LOCAL PERSPECTIVE

A strong year for the meetings and events industry

If there’s one thing we can count on, it's that the meetings and events industry is constantly changing. And 2024 is no exception, as we see the rise of AI, a greater demand for experiential events, and a renewed focus on inclusivity and sustainability. Use these trends to stay ahead of the future of meetings and events and prepare your strategy for 2024 and beyond.

By Samuel Nassimov, managing director, of Premier Hotels & Resorts

In-person events dominate

Undoubtedly, in-person events will be at the heart of most event and hospitality programmes in 2024. Face-to-face experiences provide more opportunities for deeper engagement, networking, and interaction, making them business-critical.

According to recent data, 86% of event programmes currently include in-person events. And, in a commissioned study 89% of global event and meeting strategy leaders say that in-person events are important or critical to increasing revenue.

But, while in-person events are critical, virtual and hybrid experiences are also valuable, and here to stay. Read on to discover the top events trends to watch out for in 2024 — and how they’ll impact your strategies in the coming year.

Venues must support experience-first events

As attendee expectations continue to rise, there’s added pressure for event organisers to find unique venues that can support immersive and interactive experiences.

However, this doesn’t necessarily mean that attendees are looking for five-star extravagance. When it comes to venue selection, they’re looking for a unique aesthetic.

Prioritising networking over event content

Traditionally, event teams would focus sharply on the content of each event and treat networking more as an afterthought. However, this is no longer the case — event organisers are reorienting how they are structuring their events and are increasingly prioritising networking over content.

The focus is to infuse more moments of connection at events by creating a bit of whitespace in the agenda that allows for more spontaneous networking opportunities. One way to do it is to look at your venue’s footprint and make sure there aren’t any silos — so that networking opportunities and sessions are fully integrated. And to lean heavily on matchmaking solutions that enable event attendees to have more intentional conversations with those who share similar interests, or work in similar industries.

Overcome budget constraints by making events worthwhile

Event budgets are tightening as travel expenses, material costs, labour costs, and venue prices have all been inflated heavily. This is why event teams need to focus on adding as much value to their events as they can to convince people that their events are worth attending.

Finding new ways to reimagine engagement

With attendees bombarded with more content than ever, event planners and marketers must find creative new ways to engage with their audiences. Attendees expect to be fully immersed in the content, and event design, in return for taking the time and effort to attend an event.

An event’s ability to capture the attention of attendees increases the likelihood of them leaving satisfied, engaging with your brand’s content year-round, and returning to future events.

In 2024, we’ll see more focus on crafting compelling content and breakout sessions, wellness spaces, and greater networking opportunities. Plus, follow-up webinars will help foster community engagement year-round.

Conferencing by the airport?

Why not try out Premier Hotel O.R. Tambo – a mere 2,7km from the airport – that’s the perfect stop for both business and leisure travellers. This affordable hotel offers 275 rooms that are modern, contemporary and spacious, as well as superior conferencing facilities that can cater for up to 720 delegates. The hotel also offers a free shuttle service to and from the airport, simplifying life for our guests and business associates.

Conferencing by the sea?

Premier Resort Cutty Sark is perfectly situated on the main beach of Scottburgh amidst 14 acres of beautifully manicured grounds, and surrounded by lush, unspoiled indigenous vegetation. Its conference facilities include three venues, accommodating up to 140 delegates in a schoolroom setup.

Conferencing in the bush?

For a conference with a difference, Mpongo is a peaceful retreat that offers tranquil surroundings and two intimate venues, and is ideal for teambuilding events. Located only 35km from East London’s city centre, conference delegates will overnight in luxury, with a touch of African outdoors, on more than 3,500 hectares of conservation land that’s home to a vast number of African wildlife such as elephants and a variety of gazelle. Business professionals also have the opportunity to take advantage of the legendary East London golf course, which has hosted the South African Open.

Who is Samuel Nassimov?

From a humble 40 bedrooms, Samuel Nassimov has grown the group’s portfolio to encompass 24 hotels and resorts, providing almost 23,000 bedrooms to discerning business and leisure travellers and employing in excess of 1,500 employees. Sam attended hotel school in Tel Aviv in the 1970s and started his career at the bottom of the ranks at the city’s famous Dan Hotel. Driven by a passion for cooking, his next step was as a trainee chef, a position in which he excelled, and which resulted in a promotion to Head of the Grill Room. With a superior collection of hotels, resorts, and conference facilities in the principal business and travel destinations in South Africa, and with Samuel at the helm, Premier Hotels & Resorts is a rapidly growing force in the South African leisure, business travel, and conventions industry.