Are Hybrid Meetings Irrelevant? The Continued Growth of In-person Events

During the pandemic the hybrid format seemed like the perfect solution – attendees could be present without leaving their homes. Now that we are heading into 2025, however, the meeting landscape has changed yet again: While hybrid models offer valuable flexibility, there has been a clear shift back toward in-person meetings, especially when the event goals align more effectively with face-to-face interaction. Indeed, in-person meetings are back and better than ever.

In this article, partners of the World PCO Alliance discuss the popularity, status, and perceived value of in-person meetings.

In-person attendance is strong – if the conditions are right: perhaps it is not a surprise that many people are eager to attend a meeting physically. Kitty Wong of K&A International Co., Ltd. has noticed an average attendance increase of at least 10% in her registration numbers. Ricardo Pizzuti of Ega Worldwide congresses & events has made a similar observation, noting that registration numbers are similar to, if not higher than, pre-pandemic figures. For him, the reason is obvious. “Our instinct is to move, in every sense. Socialising, discovering and exploring are consistent aspects of human nature.”

Wong seems to agree, stating that it is not a struggle to attract in-person attendance. “People in Taiwan want to get out and attend meetings and exhibitions. Believe it or not, I have had to occasionally shut down registration!” While high attendance numbers seem to be a trend, André Vietor of Bco Congresos, has noticed a range in attendance numbers post-pandemic, and finds that selling the in-person format is not always easy. “Many people have become accustomed to the convenience and flexibility of virtual meetings, where time and location constraints are minimal,” he says. “Nevertheless, professionals who want or even need to attend meetings because of mandatory continuing education actually prefer to meet in person, but they need to be selective. In my experience, a large number of professionals pick only one in-person meeting per year but may consider attending additional meetings online if this option exists.”

Stephen Noble of The Conference Company points out certain factors that can affect in-person registrations. “Virtual options are useful when accessibility is challenging whether that on account of distance, cost, time, family commitments or a concern about the environmental impact of travel.” Given these challenges, Ksenija Polla of Talley Management Group Inc. has found that many people opt for virtual participation if they can access the same content online. “For some, attending virtually helps them avoid the uncertainty and hassle associated with travel,” she says. Thania Carrera of T&C Group adds some other factors that can influence: “Attendance at in-person events largely depends on whether the destination, venue, or hotel offers interactive activities,” she says. “Events have become more tech-focused and are increasingly leveraging the interactive possibilities offered by technology, which makes attending these events more attractive.”

In-person meetings offer things hybrid meetings do not: Given the key role that conferences play in connecting people, the opportunities for that to happen face-to-face far outweigh online options. The social benefits of attending events are extremely difficult to create in a virtual setting. In-person meetings often have a distinct advantage in fostering deeper connections and engagement, leading many to transition away from hybrid formats in favour of fully in-person events. When the in-person meeting is the only place where attendees can achieve their objectives – whether through networking, hands-on experiences, or direct engagement – many are still willing to travel and attend.

These interactive opportunities are not exclusive to attendees. Sponsors and exhibitors have struggled to replicate the in-person dynamic in virtual settings, which is vital for optimising the investments made in such events. Says Noble, “They have shown increasing reluctance to be involved in virtual events other than possibly sponsoring apps.” Beyond the opportunities for interaction between attendees, Pizzuti recommends that conference organisers embellish the social programme. “Adding more live experiences, such as shows and live performances, effectively reinforces the social element of an in-person event,” he says. “Allocating more budget for unforgettable dinners and parties is just as important as providing great presentations.”
 

Steps to ensure your in-person meeting offers added value

All the World PCO Alliance partners emphasised the importance of communicating the clear benefits of in-person attendance and the fundamental step is to refocus on the event’s underlying objectives.

• Reassess the Event’s Purpose: Clearly define and communicate the ‘WHY’ behind the event. When attendees understand the value they will gain, they are more likely to prioritise attending in person. Ultimately, the decision to physically attend an event is always driven by the same question: What’s in it for me? This is a question all associations should be able to answer regarding stakeholder satisfaction. Attendees need a clear understanding of what they will get and take away from an in-person meeting, which requires a well-conducted communication strategy by associations.
   
• Redesign the Event Experience: The pandemic has changed many people’s habits and introduced new meeting formats. Hosts need to assess their current programme model and determine whether it enhances the value of attending an event in person or whether it could be easily replicated online. Says Vietor, “Associations are challenged to create an appealing meeting programme and to deliver a unique on-site experience that attendees would not otherwise enjoy.
  
  Essentially, programmes should be developed focusing on the benefits of being in-person. This will be directly linked to understanding and segmenting the current and potential audiences. Says Noble, “Focus on designing events that promote collaboration, engagement, and intentional connections. Integrating new event technologies, AI-driven experiences, and creative, experiential design can elevate the experience for attendees, making in-person events more compelling.”
  
  The overall quality of a conference programme is critical. Organisers should aim to deliver relevant, compelling content that offers tangible value. Incorporate cutting-edge topics such as advancements in technology and AI, showcasing their practical applications and future trends. Engaging speakers, expert panels, and actionable insights related to these innovations will make the content more relevant and ensure that in-person attendance feels like a worthy investment, keeping attendees at the forefront of industry developments.
  
  To build on the perceived value of attending in-person events, associations can focus on creating experiences that virtual formats cannot fully replicate: meaningful networking, hands-on workshops, and immersive environments that foster creativity and collaboration. Personal interactions, exclusive content, and real-time engagement with experts can provide a sense of connection and learning that is difficult to achieve online. Adding interactive elements like live Q&A sessions, breakout discussions, and team-based activities can elevate the sense of community and make the in-person experience more impactful.
  
  Nancy Tan of ACEDaytons: Direct suggests integrating exclusive perks. “Offer in-person-only benefits like early access to content, special workshops, or behind-the-scenes tours. And don’t forget comfort and convenience. Ensure a smooth, enjoyable experience with comfortable seating, quality catering, and easy logistics for travel or accommodations.” Wong urges event organisers to get creative with event design, especially when considering younger participants. “The young ones are more curious,” she says. “They like something different from the old school style.” Some examples of creative meeting design that Wong has incorporated include using more relaxed lighting in meeting rooms and moving some activities outdoors, when weather permits.
   
• Reimagine Event Impact: Regarding sustainability, associations need to demonstrate their commitment and that the event has the least possible environmental impact. This factor may prevent some people from attending a meeting in person.
  
  Event impact also goes beyond the environmental context. Organisers should also consider an event’s positive social and economic impact. “If attendees recognise that their presence contributes to local growth, creates awareness, furthers knowledge exchange, or influences policy, they will see themselves as key stakeholders in the event’s success,” says Polla. “This can turn them into passionate advocates for future events.”
  
  Tan suggests that organisers consider integrating opportunities for attendees to contribute to the local community, like partnering with local organisations, supporting social causes, or incorporating community engagement activities. By fostering a sense of purpose and community contribution, in-person attendance is more meaningful and rewarding.
  
  Vietor agrees: “Legacy programmes may have a positive impact and encourage people from the local community or the host country to attend in person since there is a sense of commitment and the longing to be part of it.”

Do not write off virtual meetings altogether

The flexibility of virtual meetings is invaluable, allowing broader participation from those who may have constraints due to location, health, or other commitments. The hybrid model also caters to different preferences, promoting inclusivity and making events more accessible and resilient.

Some events may particularly reap rewards from the hybrid model. Rizzuti points out that scientific events usually require hybrid attendance, due to the nature of the event itself. “Enhancing knowledge is something you can do from your home office. On the other hand, conventions and multi-day meetings are, in my opinion, great opportunities to meet new people, shake hands, and share experiences with colleagues, clients, suppliers that reinforce and facilitate relationships and collaboration.”

Noble also feels that virtual events can still be relevant, but not necessarily in the sense of a synchronous model, i.e. participation by both in-person and online audiences in realtime. “Extending reach, providing content, and sustainable practices are key priorities for event hosts, so an online option should not be removed,” he says. “Hosts could consider developing smaller virtual-only events in addition to their key in-person event, either utilising content from in-person events, or creating new sessions online that can provide further educational opportunities.”

Polla agrees – “Hybrid models do not have to mean simultaneous live streaming; they can also include asynchronous elements, where content is recorded and made available online after the event. Some even consider digital content delivered at in-person events to be part of the hybrid experience.” Having stated the continued benefits of virtual meetings, the World PCO Alliance partners acknowledge the challenges in creating hybrid events, namely associated costs and technical complexities. Running a hybrid event synchronously to the in-person event often means you are essentially organising two simultaneous experiences, each with its own set of logistical and production demands. Some organisations may find that maintaining a hybrid model stretches their resources too thin.

The return on investment comes in the form of increased engagement, wider reach, and the ability to adapt to unpredictable circumstances may be enough to justify an organisation’s investment in the format. Hybrid events remain an important tool for organisations aiming to reach a broader audience or ensure inclusivity for those unable to attend in person. Ultimately, events are all about bringing people together and celebrating interactions and learning opportunities. When examining the continued relevance of hybrid events, associations are urged to go back to basics — determine the fundamental purpose of an event and its added value for attendees. From there, associations can then decide whether hybrid events make sense for them.