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Experiential to play increasing role in events, research finds

Increased demand for experiential activities seen by 87 per cent of respondents to MPI/IMEX survey

Pictured: the walking piano in the Live Zone at IMEX in Frankfurt

The growth of experiential activities in meetings is set to continue and soon they will feature in most event programs, according to new research carried out by MPI Outlook for the IMEX Group.

An overwhelming majority - 87 per cent - of the meeting professionals who responded had seen an increased demand for experiential activities in the last three years, with 29 per cent noticing a significant increase.

And looking ahead, more than two thirds (69 per cent) expect to include experiential elements within meetings and conventions from now on, while a further 16 per cent will start adding them in a year or two. Five per cent expect to introduce them in three years or more. Only 9 per cent have no plans to include them.

Respondents were also asked to define ‘experiential activities’, with the overall view being that they are ‘activities that create an opportunity for attendees to use many senses and engage in an event while actively participating in a ‘hands-on' way.’

Carina Bauer, CEO of the IMEX Group, said: “This research quantifies and powerfully emphasises the significance of this trend in the wider industry.

“The phenomenal interest and positive responses to C2 International’s Learning Labs, the Live Zone and the many experiential elements of IMEX in Frankfurt this year reinforced our perception of the enthusiasm within the industry for experiential activities. Through our partnerships with C2 International and working with other groups, we’ll certainly be bringing an exciting range of new experiential ideas to IMEX America in October.

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