Through our work with clients as they produce some of the world’s biggest and most important events, we see firsthand how organizations respond to industry needs and continuously evolve their events.
Overall, 2025 has been a year of experimentation so far. Event teams have been reworking their registration strategies, exploring new networking and session formats, and adding new events to their programs. Their efforts are paying off! Here are a few key emerging trends we’ve spotted and verified with in-depth data analysis:
Registration Trends Last Seen in 2019 Are Back
After several years of varying responses to different event types, pre-pandemic registration patterns and engagement metrics have resurfaced. Early registration launch now creates elongated registration patterns similar to those seen in 2019. Most notably, general audience engagement has rebounded to pre-pandemic levels. This suggests a renewed eagerness among attendees to join in event activities.
Attendees Favor Connection Over Content Alone
Engagement data indicates a shift in audience preferences. Many prefer shorter, more interactive session formats that allow for more conversation. This finding aligns with recent surveys that have found younger generations in particular value connection at events. Overall, participation in meetings, activations, and exhibitor floor engagement is on the rise, underscoring the need to prioritize opportunities for networking and interaction.
Small Events Cut Through Marketing Noise
In line with the demand for more connection is the growing popularity of small, more intimate events for local audiences. These micro-events allow field marketers to operate autonomously while maintaining alignment with their company’s broader customer experience. In a crowded landscape of ads, emails, and social posts, small events can be a standout tactic for reaching decisionmakers and buyers. Event teams have found that the successful small events offer personalized experiences that catch attendees’ attention.
Increased Data Governance Supports Scalability
Data governance is important for a busy calendar of small events — and beyond. Standardizing data allows event teams to integrate with their marketing and sales technologies to drive customer journeys. In turn, these integrations streamline event management, making processes more efficient. The use of reusable templates, forms, and processes has enabled many event teams to replicate successful events while adapting to specific audience needs.
As the busy event season continues and we close out 2025, we’ll be watching for more event trends!
