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Events of the future to be "larger, more secure and focused on social needs"

QHotels commissioned futurist Dr Ian Pearson to examine the key factors that will shape the industry

Events that satisfy emotional needs and teach interpersonal skills, alongside supporting professional development, and venues that can offer completely secure environments will be key trends in the future of the event industry according to new predictions by QHotels.

Moves towards larger events, increased leisure time around events and a reduction in the need to travel for smaller meetings and training were also identified as likely trends.

The findings come after QHotels commissioned futurist Dr Ian Pearson to lead a workshop with QHotels’ Event Profs Panel to examine the key factors that will shape the industry.

QHotels’ director of marketing Claire Rowland said: “As an industry it is normal to look a year or two ahead to try and identify key trends in conference and events, but we wanted to look even further into the future, to anticipate what the industry will look like over the next five to 10 years.

“The pace of change is accelerating in the industry, so it’s important that we are aware of new developments and can react to new opportunities. That’s why we are listening to professionals both inside and outside of our industry, to ensure that we can anticipate the wider issues and changes that will affect us all.

“What has become clear is that while technology is often cited as where we will see the biggest changes, it’s not a specific piece of technology or device that you need to focus on, it’s the broader effect that it will have on people’s behaviour that will shape the industry. Listening to, understanding and adapting to those changes in behaviour is how we can support the C&E industry of the future.”

Dr Ian Pearson said: “Being asked to look at the conference and events industry was an interesting exercise as it is based on the need to bring groups of people together – something that we’re often told won’t need to happen in the future thanks to advances in communication technology. 

“There are certainly challenges that technology throws up that the industry will have to face, but there are also huge opportunities to facilitate better, safer, more personal conference and events experiences.”

Full findings and discussions from the events are available on QHotels’ website:,-more-secure-and-focused-on-social-needs/

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