Corporate conferences will always prefer in-person events over virtual ones

In September 2024, a survey conducted by RainFocus engaged 1,000 U.S. consumers aged 21 and older to uncover their sentiments regarding corporate events and giveaways. The findings highlighted a strong preference for in-person events, with 73% of participants expressing this format as their top choice, significantly outpacing hybrid (second place) and virtual events. Furthermore, over half of the respondents (54%) indicated they were very likely or somewhat likely to travel for conferences, trade shows, or business events. This tendency was particularly pronounced among younger demographics; 77% of Gen Z respondents and 63% of Millennials showed a willingness to travel, compared to only 34% of Baby Boomers, suggesting a notable generational divide in attitudes toward live events. The survey also provided insights into the types of swag that motivate attendance and engagement. Notebooks and planners were deemed the most valuable by 25% of participants, followed by tech items, which were valuable to 19%. Further emphasizing the generational divide, younger attendees (Gen Z, Millennials, and Gen X) displayed a higher valuation for premium swag, such as iPads or speakers, with 55% of Gen Z and 56% of Millennials likely to seek these items compared to their older counterparts. Interestingly, 82% of those surveyed reported retaining giveaways for at least one month, and more than a quarter kept items for over a year. These findings underscore the vital role promotional products play in the corporate event landscape, shedding light on the need for event marketers to tailor swag options in alignment with audience preferences. As event organizers gear up for future gatherings, understanding the demographics of their attendees has become crucial for maximizing engagement and attendance. The insights revealed by this survey pave the way for event marketers to refine their strategies, ensuring that their events resonate with participants' desires for in-person interaction and meaningful takeaways. Communicating the value of in-person events is essential, as noted by the survey results, which showed a significant readiness among consumers to engage in travel for corporate gatherings in the upcoming years.