At Huddle, we’re always on the lookout for the latest event industry trends and innovations to bring fresh, engaging experiences to your events. From new event technology to sustainable event news, from trade shows to virtual events, we love finding out what is happening in the dynamic event market. As we look ahead to 2024, we wanted to take a look at some recent insights from one of the biggest players in the industry, Marriott International. They draw some interesting insights into the evolving landscape of meetings and events, and how those trends can be used to open opportunities for organizations and event professionals alike. 

Non-traditional Event Spaces

Gone are the days of confining your events to the usual hotel conference rooms. 2024 is all about unique and unexpected venues that captivate and inspire. From vacant malls to charming yachts, Marriott’s trend highlights the shift towards non-traditional spaces, much like the Muir, Autograph Collection in Halifax offers with its 36-foot yacht for an extraordinary event setting. These spaces offer unique selling points to event planners, showing that an increasingly diverse attendee and event organization cohort requires a truly diverse product offering to compete. 

The Return of Large Meetings

As the world continues to move past the constraints of the pandemic, large-scale meetings and conferences are making a significant comeback. Marriott notes a surge in demand for large gatherings, with future bookings already extending into peak times. At Huddle, we know all too well the logistical complexities that surround large event experiences. While many live events have been slow to return, this data bears out our experience that in person events are making a major combat as a subset of corporate events. 

A Renewed Focus on Networking

Networking is the heartbeat of the events industry. The importance of personal connections and shared experiences has never been more appreciated, especially post-pandemic. We integrate this renewed focus into every event, crafting spaces and schedules that enhance interaction and collaboration among attendees, ensuring every participant leaves with valuable new relationships and insights.

Inclusive Experiences

Inclusivity is a cornerstone of modern event planning. Marriott’s emphasis on inclusive experiences resonates deeply with our philosophy at Huddle. We strive to create events that are accessible and welcoming to all, including thoughtful menu planning, neuro-inclusive practices, and comprehensive accessibility standards. Our goal is to ensure that every attendee feels valued and included.

Catering to Generational Shifts

The generational evolution within the workforce, especially the rise of Gen Z, calls for a dynamic approach to event design. Marriott predicts a shift towards shorter sessions and increased gamification to keep the younger audience engaged. As an event agency, we know that the key to a successful event is often having engaging content. This is particularly true of virtual and hybrid events, as we learned through the pandemic. Programing to meet your audience expectations is more important than ever as younger audiences demand you face more competition for their real time attention.

The Rise of Bleisure Travel

The blend of business and leisure, or ‘bleisure’, continues to grow, with more attendees extending their stays for leisure purposes. Marriott’s insights into this trend guide our approach to choosing venues that not only cater to the professional needs of attendees but also offer exceptional leisure amenities. Whether it’s a family-friendly resort or a venue with rich local culture, we ensure your event feels like a mini-vacation.

Embracing Local Culture

Connecting with local culture adds an authentic layer to any event. Marriott’s focus on integrating cultural traditions into events is something we champion at Huddle. Whether it’s through local food, customs, or experiences like the ʻauʻaukai ceremony at Waikiki Beach Marriott Resort & Spa, we help you incorporate local flavors to give attendees a genuine taste of the destination.

As we step into 2024, the event industry is evolving and diversifying rapidly, offering exciting new options for everyone.