Cvent, a market-leading meetings, events, and hospitality technology provider, shared the results of their latest research into the Australian and New Zealand events industry today, at AIME, in Melbourne. The comprehensive study gives MICE professionals insights into event budgeting, planning, marketing, and ROI trends, while highlighting the still-nascent role event technology has in the region.
Despite the evolution of technology and rising attendee expectations, the results from the study show that the problems faced by event planners and marketers remain the same – from obscurity in meetings and events budgets, difficulty proving ROI and overall event success, to dealing with inefficiencies in manual processes.
Speaking about the low adoption of technology in the ANZ region, Jack Ukil, Director of Sales, Cvent Australia said, "Over 60 per cent of event professionals in Australia and New Zealand are still largely dependent on manual processes when it comes to their event management and marketing needs. What is most concerning about this finding is that they are missing out on crucial data and insights that event technology can offer – giving them the ability to compile more accurate event reporting.
"On an even more basic level, technology alleviates the added stress and time that manual processes consume, helping them automate and streamline their tasks, while also providing a more secure way to collect attendee information. With expanding data-privacy concerns and regulations, it is imperative that MICE professionals address these concerns."
Low technology adoption at events:
Budget and ROI insights:
Manual process burdens:
"There is a general lack of awareness about the benefits event technology can bring – not just to the event organiser, but to the overall attendee experience," Ukil continued. "The slow transition to technology is hindering event professionals from making important data-driven decisions, which will help them truly maximise the impact of their events and grow ROI and attendance year after year. This presents an opportunity for event technology providers to ramp up their educational offerings and provide additional thought-leadership studies and insights to support better technology adoption in the region."
Cvent presented the full results of the research at AIME 2020, in the session: Survey Says! Event Technology Trends in Australia and Globally on Wednesday, 19 February 2020, in the Ideas Academy.
To view the full report, visit: https://www.cvent.com/au/resource/event-cloud/the-event-industry-report-2020
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