Opinion: Is hybrid the way of the future, or do in-person only events still have a place?

By Becca Shanks, Producer, Sledge

Now that the Omicron wave has subsided and restrictions are easing, it looks like the event industry is ‘back’ yet again.

So what does the future look like for our sector? It seems that sentiment is mixed. On one end of the spectrum, we’ve found some people are still looking to attend virtual events in the future, due to a range of factors – such as time and location. On the other end, 55% of virtual event attendees believe that this format feels less personal, which points to the continued desire for in-person experiences.

Catering to multiple needs and preferences with hybrid

These figures mirror some of our own experiences with projects, where we’ve found that even though people are excited to get out and about again, not everyone is comfortable attending events physically – especially the larger ones, and in corporate environments.

Clients are in tune with these trends, and are continuing to explore hybrid event options as a result. They recognise this approach ensures their employees and customers will feel safe, and also have the flexibility to choose which option best suits their requirements.

Many brands also like the fact that the virtual element of a hybrid event allows people to tune into a condensed version of its in-person counterpart, which in turn increases attendance.

Global reach, localised approach

We’re also seeing more clients switch their solely in-person events for global audiences to hybrid ones. They’ve found there are many benefits associated with this approach, including the reduced costs and carbon emissions associated with international travel, accommodation and food and beverage.

Geographical location is no longer a barrier to attendance with hybrid events, and it means smaller, localised events can still take place too – it also makes sense, then, that 60% of event professionals expect events to be smaller in size in the future.

The desire for human connection: it will always remain

We saw physical events grow in popularity pre-pandemic, as with so many of us interacting online more and more, we all really crave in-person experiences. This is something we humans rely on for our happiness and survival, and there are some elements that virtual interactions can struggle to replicate.

We’re definitely seeing this shine through with certain event types and client objectives, with brands focusing on in-person only events for parties and networking events, where face-to-face relationship building is irreplaceable.

All of this shows us that a hybrid event strategy could be the way forward for many events, however at the same time, and especially when it comes to networking focused or consumer-facing events, in-person experiences – so long as it is safe to host them – will always remain.