Corporate conferences, company away days and customer events are firmly back on the agenda with Covid restrictions now a dim and distant memory. Companies and event organisers are now looking for a lot more than a room with an AV system and some tea and biscuits during breaks. Hotels and other venues are having to up their game to offer memorable experiences for attendees at both large and small events.
The events industry exemplified real adaptability and resilience in overcoming the challenges presented by the global pandemic, says Joe Byrne, freelance event consultant. “We had to embrace hybrid event formats, tailoring new experiences for attendees and leveraging virtual technologies to stay afloat. The industry had to pivot fast and hard to avoid financial ruin.
“Since the pandemic, there has been a significant rise in costs across the board to pull off any major event in any innovative and impressive way. From venue costs to labour to transport, everything has increased in cost which can affect the ability to create memorable, seamless experiences for attendees. A lot of businesses are struggling with the balancing act right now.”
Corporate events have undergone a notable transformation in recent years, says Ger Alley, general manager at Killashee Hotel. “As businesses renewed emphasis on in-person gatherings, there’s a strong push to reconnect teams and drive meaningful outcomes. Outdoor spaces are also becoming a key consideration – whether for team-building activities or simply to enjoy a refreshing break outside. We’re seeing a growing demand for versatile spaces offering indoor and outdoor options.
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“Additionally, companies are increasingly mindful of incorporating wellness elements into their meeting agendas and event itineraries.”
Businesses now seek venues that align closely with their values and priorities, says Emma Baker, founder and director of the Aspire Agency. “Venue selection often considers design alignment to their brand, on-site facilities and supporting spaces available, location for ease of public transport access, as well as sustainability practices and bespoke catering options. They look for alternative venues that can offer more for their guests; more options too for branding opportunities, more digital and technology solutions, more versatile spaces to create something new and sometimes outdoor spaces to deliver team-building activities and moments of celebration.”
Corporates aim to showcase their brand positioning and introduce key people, partners and collaborators, Baker says. “While networking remains essential – those tea and coffee breaks do still matter – we now need to design events to go further. Morning breakfasts, breakout sessions, workshops, supporting activities, evening celebrations – all are considered for a carefully curated programme to ensure the brand’s purpose for the event is effectively achieved.”
Audiences and people in general are inundated with a lot of content with the abundance of online sources available to them, Byrne says. “That, coupled with the fact that there are so many similar and competing events out there on the market, means that in order to stand out there, a good few beats that need to be hit.
“To name a few, audiences expect a seamless experience, human connection, expect good healthy food, want solid, unwavering wifi, want to meet the people they need to meet, and in Ireland especially, attendees both local and global expect the crack.”
After the last few years, it’s not only expected for us to provide them with the crack they so sorely miss but it’s one of Ireland’s unique selling points and why people travel to corporate events held here, Byrne says.
The main changes to corporate events revolve around audience engagement, inclusivity, sustainability and advancements in technology, says Baker. “These pillars have become central to our corporate clients’ expectations and delivering on them is now a critical part of each event we design.
“From an audience perspective, expectations are higher than ever. Attendees no longer want to simply attend, they value their time, and they want to be part of an experience. This means thought-provoking content, meaningful inclusion through interactive elements like Q&A sessions, opportunities for networking, team building and celebration that create lasting memories.”
Today companies want their events to be much more than basic gatherings, they want immersive experiences, continues Baker. “This starts with careful attention to venue selection, thoughtful event design, tailored programmes and a curated guest experience to deliver more than ever before.
“Attendees now expect environments that are thoughtfully designed, have interactive sessions and genuine opportunities for meaningful networking. Venues must align with each client’s values and priorities, ideally offering bespoke and sustainable catering options for their guests and moments of post-event celebrations too.”
In terms of accessibility, it’s on the event organisers’ shoulders to try to build in areas and features such as quiet spaces, prayer spaces, gender-neutral bathrooms, Irish sign language availability and spaces for attendees with children where possible, says Byrne. Often these are the kinds of things that arise in post-event feedback surveys if they’re missing at an event so it’s pivotal for event organisers to grow and learn from their audience.
“Remember an audience is built up of a vast array of people each with their valid wants and needs that are all equally important, so keeping them satisfied is vital from a moral standpoint and for the repeated success of an event.”
The areas in which tech can be utilised in events have increased over the last few years, and that can be something as simple as the registration process on-site to interactivity on stages, to hosting fully virtual or hybrid events in place of in-person events, Byrne points out. “It’s going to be interesting to see how AI gets adopted into the events industry in terms of enhancing the audience’s experience but also seeing how it has the potential to aid organisers in planning and marketing an event.”
Additionally, a lot of corporate events have become a little less content-driven and are more focused on aiding attendees in building connections through various networking formats, says Byrne. “Whether it be speed-dating style meet ups, attendees pre-booking meetings with each other via an event app ahead of time or the simple and ever-effective after party. People want to make the most of their time and connect with the people they need to if they are going to pay money to attend any kind of event.”
Online events remain popular, says Alley, however in-person gatherings have overtaken these, particularly in keeping with the return-to-work policies that many companies are now adopting to ensure their teams are working together in person again. “It is entirely industry dependent; many industries such as education and tech do utilise webinars and virtual conferences for networking and educational purposes.”
Nestled in the tranquil countryside just moments from Killashee Hotel, The Reserve at Killashee stands as an exclusive retreat, perfectly tailored for business professionals seeking privacy, comfort and refined surroundings, says Alley.
“Designed to foster both efficiency and connection, The Reserve features its on-site meeting room, allowing business to be conducted in a focused yet elegant setting. Once the work is complete, guests can transition effortlessly into networking and collaboration, taking full advantage of the thoughtfully designed communal areas.
“Whether debriefing in the cosy livingroom, gathering in the inviting dining space, unwinding in the library, professionals can engage in meaningful conversation without the distractions of a bustling hotel atmosphere.”
