What matters most to business events attendees? We unveil their top priorities.

According to a recent 2024 CTM Global Customer Survey, collaborating with colleagues and partners is the number one reason business travellers enjoy travelling for business. And, the majority of survey respondents are seeking to travel more or the same for customer meetings (90%), internal meetings (85%) and conferences (84%) in the year ahead.

When planning your next corporate event or meeting, what key considerations should you factor into the process to maximise its success and impact? Well, the CTM Global Customer Survey found the top 3 event features considered important (rated 3-5/5) when attending business events and meetings are:

1. Ease of travel
2. Price
3. Event technology

Other important features of corporate events include building free time into the event agenda, selecting unique meeting/event spaces and interesting/unique event destinations.
CTM Meetings & Events (CTM M&E) business leaders across the globe shed light on these emerging event trends.

Cost is a significant factor for businesses. How does CTM M&E balance delivering high-quality events while keeping costs manageable?

Nicole Kolotas, General Manager, Australia & New Zealand

“We maintain strong relationships with our suppliers to secure the best rates and stay informed about low-occupancy periods for optimal booking advice. By engaging our customers early in the planning stage, we offer expert recommendations on economical locations, travel times, and budgeting tips. Our customers benefit from our strong industry partnerships and CTM’s global buying power. For example, we recently negotiated a reduction on accommodation for a customer resulting in a 74% saving on accommodation spend.”

How do you ensure that travel arrangements are seamless for participants, and what strategies do you employ to minimise travel-related stress?

Doreen Low, MICE Manager, Asia

“We adopt various strategies to minimise travel-related stress and make the journey as smooth and efficient as possible. These include prioritising direct flights to reduce the time and hassle of layovers, and minimising (where possible) the overall length of the travel journey to reduce fatigue, ensuring attendees arrive refreshed and ready for the event.”

How is technology adding value to the event management experience?

Doreen Low, MICE Manager, Asia

“Integrating cutting-edge technology into business events not only streamlines operations and enhances attendee engagement but can also create memorable experiences that drive meaningful connections and lasting value. From interactive apps that facilitate networking to virtual reality experiences that immerse attendees in new environments, tech solutions help elevate the overall event experience. Technology alone does not make an event but ultimately, these innovations help businesses achieve their goals more effectively, leaving a lasting impression on their audience.”

Unique business events and meetings spaces are highly valued by event attendees. How do unique spaces contribute to the overall success of the event?

Tami Reier, CMP, CMM, SVP & General Manager, North America

“An attendee’s ability to retain content from an event increases exponentially when paired with an emotional experience. By immersing attendees in a memorable space that sparks creativity, fosters interaction, and provides engaging and whimsical environments, you elevate their entire experience. Captivating settings leave a lasting impression and significantly enhance the retention of your event’s content, making every moment unforgettable.

“For example, Baseball stadiums promote the concepts of teamwork, goal achievement and themes of winning. Our attendees’ recollection of that event has led to more engagement on these topics in the sessions conducted after the event, using baseball analogies to relay their message.”

How do you design effective event agendas to balance content and costs with sufficient free time for attendees?

Nicole Kolotas, General Manager, Australia & New Zealand

“Scheduling optional sessions or unstructured time in the agenda lets attendees engage with peers on their terms, fostering more genuine connections. We also ensure that ‘quiet zones’ are offered or optional wellbeing activities like yoga or meditation.

“When travelling abroad, we believe a mix of organised activities and free time is essential. Group activities highlight the destination and strengthen peer relationships, while free time allows attendees to explore their interests, often resulting in lively and amusing stories to share with the group.”

How do you create immersive destination experiences and what elements do you include to make them truly memorable?

Tami Reier, CMP, CMM, SVP & General Manager, North America

“To create a truly immersive destination experience, we focus on four key elements: authenticity, interactivity, theme consistency, and our favourite, surprise and delight. A wonderful example of this was for a group of 500 incentive trip winners where we crafted an unforgettable Viking adventure on an island off the coast of Reykjavik, Iceland. Attendees were ferried to the island and greeted by costumed Vikings, inviting them to join local artisans in crafting jewellery and Viking helmets. The menu, reflecting local culture, was served in a rugged, authentic Viking feast style. Roaming storytellers captivated guests with epic tales, ensuring every moment was brimming with excitement and immersion.”

How do you select unique event destinations, and what criteria do you consider to ensure the destination provides an enriching experience for attendees?

Mike Leeson, General Manager, UK/Europe

“First, we identify potential destinations based on our customers’ specific criteria, purpose, and goals for the event. We must consider if the destination will be memorable or create an experience for attendees. Is it somewhere they may not have been before, or if a more popular destination, what can we utilise, add, or how can we work with local partners to make it unique?

“Following this, we conduct detailed research to ensure each location provides an enriching experience for their attendees – which involves understanding the target audience, evaluating connectivity and infrastructure, and considering the time of year for optimal weather conditions. We also assess the location; ensuring it meets our standards for social and political stability. Additionally, we look for value-added elements such as local attractions, cultural and historical significance, and activities that support Corporate Social Responsibility (CSR). Site visits are conducted whenever possible to gain firsthand insights into the destination.

“Finally, we share a curated selection of destinations with our customers, including them in the decision-making process, to confirm alignment with their goals and expectations. This approach ensures that every chosen destination offers a memorable experience for attendees.”