The travel and event industry is experiencing a profound transformation, driven by the rising prominence of experiential trends. As Mastercard’s Travel Industry Trends Report reveals, spending on experiences in the United States skyrocketed by 65% between 2019 and 2023, indicating a clear shift in consumer preferences toward in-person moments over material possessions. This trend extends to the business events sector, where participants are no longer content with passive observation. They actively seek to engage with their surroundings and contribute personal value to their event experiences.
IMEX America 2024, scheduled from October 8-10, epitomizes this shift. The event will showcase a spectrum of experiential activations designed to foster health, well-being, and interaction, establishing itself as a premier platform for professionals in the meetings, incentives, conventions, and exhibitions (MICE) industry. This Las Vegas gathering has solidified its position as the leading international trade show for the event industry, and this year’s edition will illuminate how event planners are harnessing the power of experience-driven engagement.
The growing preference for experiences over material goods has been identified as one of the most significant changes in consumer behavior in recent years. Whether in leisure or business settings, people are placing a higher value on live, interactive experiences that deliver emotional and social fulfillment. Businesses are adapting to this shift, and event planners are at the forefront, reimagining events to engage participants in more meaningful ways.
Incorporating experiential activations into events is no longer a passing trend – it’s becoming a strategic imperative. As Oli Bailey, show experience designer at IMEX America, explains, “At this year’s show, the focus is very much on making experiences interactive so that the attendee becomes part of the story.” This approach not only enhances the attendee experience but also serves as a powerful tool for delivering positive impacts that last long after the event concludes.
Bailey emphasizes that IMEX America has collaborated with partners, sponsors, and exhibitors to create “something a little different” this year. By introducing elements of surprise and joy, they aim to strike a balance between traditional business meetings and creative engagement opportunities. Attendees will be able to “slice and dice” the content, selecting what resonates with them most and creating micro-experiences that form part of a macro event.
At IMEX America 2024, experiential activations are designed to make the attendee an active participant rather than a passive observer. This year’s event will feature a wide array of health and well-being activities, designed to boost both physical and mental health throughout the show. From meditation sessions to pop-up fitness classes, attendees will be encouraged to focus on self-care, a vital aspect in today’s work-life balance conversations.
Additionally, there will be quick-fire sessions that deliver bite-sized knowledge in an engaging format, allowing attendees to maximize their time while still walking away with actionable insights. The event will also showcase the quirky side of experiential design, with surprising activations that break the mold of conventional business meetings. These experiences will aim to create lasting impressions, inspire creativity, and spark ideas for attendees to take back to their own events.
The power of interactive engagement lies in its ability to foster human connection – a factor that’s becoming increasingly important in the digital age. As attendees participate in hands-on activities, they’re able to build stronger connections with each other and with the content, enhancing the overall event experience. One of the key values of IMEX America is that participants can tailor their experience to fit their specific needs and interests.
With such a wide variety of interactive sessions, participants have the flexibility to choose what resonates with them, whether it’s professional development, networking opportunities, or personal well-being. As Oli Bailey points out, the intention is for participants to have the freedom to create their own personalized journey through the event, while still gaining valuable insights and fostering meaningful connections.
Event planners who attend IMEX America will have access to a wealth of inspiration for their own events. From experiential activations to innovative engagement strategies, they can see firsthand how these trends are shaping the future of business events. By attending sessions, networking with peers, and engaging in hands-on activities, planners will walk away with fresh ideas on how to elevate their own events, making them more interactive, engaging, and memorable.
The growing demand for experiences in the business event industry mirrors larger trends in the travel and leisure sector. As the Mastercard report highlighted, consumer spending on experiences has surged by 65% in just four years. This change underscores a fundamental shift in what people value most in their leisure time: meaningful, in-person moments that foster connection, creativity, and engagement. For the MICE industry, this shift is a clear signal that the future of business events lies in delivering immersive and interactive experiences. Participants no longer want to sit through a day of lectures – they want to be active players, contributing to discussions, engaging with content, and interacting with their peers in new and exciting ways.
This evolution in consumer preferences is driving innovation across the board. Whether through virtual reality activations, live polls, or group challenges, event organizers are finding new ways to captivate their audiences and keep them engaged from start to finish. As IMEX America 2024 approaches, it serves as a timely reminder of the importance of experiential activations in the event industry. With a focus on interactive engagement, well-being, and personalized experiences, the event promises to inspire both attendees and event planners, giving them the tools they need to create memorable, impactful events in the future.
For businesses, these trends highlight the need to invest in experiential marketing strategies that go beyond traditional approaches. The growing preference for experiences over material goods is shaping not only the future of the travel and event industry but also the way companies approach their engagement strategies. By prioritizing interactivity, human connection, and tailored experiences, event organizers can ensure they remain relevant in an increasingly experience-driven world. As the event industry continues to adapt to changing consumer preferences, IMEX America 2024 stands as a powerful example of how to deliver experiences that resonate with today’s audience – leaving a lasting impact long after the event has ended.
