- Gen Z now comprises 21% of event attendees, set to be two-thirds of the workforce by 2030.
- Attendee expectations are shifting towards immersive, culturally grounded experiences.
- "Hidden gems" are defined as special, unique experiences, not necessarily remote locations.
- The focus for event planners is moving towards "Return on Relationship" (ROR) over traditional ROI.
In an era where attendees, particularly the rising Gen Z, crave more than just standard conference programming, event planners are challenged to innovate. The focus is shifting from traditional setups to creating deeply memorable and culturally immersive experiences. This session explores how unexpected moments and places can profoundly elevate attendee satisfaction and foster stronger community connections.
The modern attendee, especially Gen Z, demands more than just a typical conference experience. This demographic, already making up 21% of event attendees and projected to be two-thirds of the workforce by 2030, seeks culturally immersive, undiscovered experiences. Event planners are now rethinking every program element to accommodate these evolving expectations, moving beyond familiar venues to seek out "hidden gems" that offer a true sense of place and community.
These "hidden gems" aren't necessarily remote or exotic locations, but rather unique experiences that make attendees feel special and connected to the destination. Examples include sustainability-focused programs like the Ritz Carlton Capalua's Ambassador of the Environment, which offers deep dives into local culture and conservation efforts. The goal is to create moments that are not only memorable but also align with values like sustainability and community giving back, which are highly prioritized by younger generations.
From a strategic perspective, investing in these unique experiences yields a significant "Return on Relationship" (ROR). While budget constraints are always a concern, creative and intentional planning can deliver high impact without high costs. Innovations like the JW Marco Island's Pantone dinner experience, where the menu and guest attire are curated around sunset colors, or Sheridan Hotels inviting local businesses for breaks, demonstrate how to foster authentic connections and support local communities without breaking the bank.
To help planners discover and implement these experiences, the hospitality industry is developing new tools and resources. Marriott International, for instance, is creating playbooks and showcasing top curated experiences in newly renovated spaces, like the Marriott Marquee in New York with its "Ballroom to the Boroughs" concept. This initiative brings the vibrant culture of the city's neighborhoods directly into the event space, offering attendees an immersive journey through Broadway, street art, local bodegas, and live performers, proving that bringing the unexpected to life is key to lasting attendee impressions.
“People want to feel part of something different and community, right? And when you look at these events, they have a much higher return on um higher return on the meeting satisfaction scores.”
- Alice Harrington-Caravello, Managing Vice President, Sales and Distribution, Marriott International
