International venue management company, ASM Global has released the results of a six-month survey which shows that 42% of event attendees are under 40. This US study aimed to identify the preferences of the younger generations and the results are useful for events professionals looking for guidance on how to cater to their wants and needs.
ASM Global’s proprietary INSIGHTS platform surveyed event organisers, exhibitors and attendees, gathering over 110,000 data points. Key findings include:
- 42% of attendees are under 40, with 18% under 25.
- 60% of younger attendees plan to attend two or more conventions in 2024, with many regularly attending two to four annually.
- Increased interest in multiple conventions each year from younger demographics.
Dan Hoffend, ASM Global executive vice-president, convention centres, stated: “This research validates our direction. We are rapidly implementing future-focused initiatives in venues like Pennsylvania Convention Center, Huntington Convention Center of Cleveland, and Colorado Convention Center.” These initiatives include:
- Creating productive, customer-centric worksites.
- Expanding the ASM Global Acts programme for sustainability and social impact.
- Introducing Meta Meetings with quiet work environments, high-speed connectivity, and immersive digital networks.
- Enhancing wellness programmes, productivity lounges, and personal meeting spaces.
Hoffend noted the importance of making venues high-tech and user-friendly: “We aim to provide unparalleled engagement moments by combining entertainment areas, work environments, and food zones.” The survey emphasised the need for:
- State-of-the-art digital connectivity.
- Effective social media presence before and during events.
- Enhanced food and beverage options reflecting diverse dietary preferences.
ASM Global said its SAVOR food and beverage division is responding to these preferences by expanding their offerings. Research shows younger attendees prefer:
- Health-conscious, locally-sourced, gluten-free, dairy-free, vegan, and vegetarian options.
- Diverse and sustainable food choices.
- New flavour profiles.
Shaun Beard, SAVOR executive vice-president, commented: “Our R&D team is dedicated to meeting evolving tastes. We are developing exciting spices and flavours to match the changing expectations of next-generation attendees.”
ASM Global said it also establishing Culinary & Hospitality Innovation Institutes to redefine culinary experiences.
Hoffend noted a generational shift in the meetings and conventions industry: “Younger generations are not just participating but changing the landscape, influencing the overall experience and content of events.” Topics like health tech, non-profit work, technology, young entrepreneurship, SaaS, travel, commerce, and politics are increasingly targeting younger audiences.
Through the INSIGHTS platform, ASM Global is adapting to these changes by focusing on:
- Guest preferences for food and diets.
- The importance of courteous and attentive staff.
- Enhanced safety and security measures.
Alex Merchán, ASM Global chief marketing officer, concluded: “Younger generations are driving the events industry. With new influential players, it’s time to reimagine the industry to meet evolving expectations.”
