In October, the Camden Suite at 30 Euston Square acted as the backdrop for conversations surrounding the future of events. With so many challenges facing the hospitality from the political climate impacting budgets to the growing use of AI, there was a need to bring together experts from across the industry for a broader conversation.
The Future of Events breakfast brought together a small collective of 40 delegates to network and engage in conversation regarding evolution in the industry, fuelled by a delicious and healthy breakfast menu provided by Searcys.
Bob Toovey, Founder and Editor at Event Planner News; Rebecca Hawkes, Director of Sales and Events at Searcys; and Martin Fullard, Director of Marketing and Communications at Identity, all took to the stage for a panel session hosted by CJ Alves, Head of Sales, Events and Marketing at 30 Euston Square.
AI was top of mind for all panellists. Bob sharing that from his experience, AI summaries are reducing web traffic and creating a greater need for venues and agencies to optimize for these new search engines so that they can be included within responses to the increasing queries organisers are posing to AI models for tailored venue comparisons that bypass standard directory websites. However, venues and agents are finding that AI cannot provide all the necessary information for bookings to confirm. Rebecca noted that enquiries handled through digital forms or email often obscured core event goals, there was a need for direct human communication to truly create tailored and high-converting proposals.
Martin also noted that automated bookings can work for simple meeting rooms, but complex event productions require human negotiation and logistical co-ordination. This is reflected by a trend that Rebecca had seen during the booking process. Event organisers must consider ways to incentive travel from their delegates which has led to an increase in more interactive, higher production events with food stations, tastings, cocktail masterclasses or karaoke to draw in hybrid employees.
One key takeaway from the morning was that despite the growing use of AI during the preliminary stages of event organisation, the human element that powers hospitality will continue to remain at the forefront of the industry. Event experiences fundamentally rely on frontline interpersonal hospitality and emotional context, which AI cannot provide.
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Collaborate and discuss big ideas for the winter hits with 10% off your booking from 19th October. *
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