Originally published by Conference & Meetings World – Issue 136, May – June 2025
Author:
David Jones, Head of Events (Technical) at Emota, Inizio Engage XD
The pandemic forced the rapid-fire adoption of virtual and hybrid events. Undeniably virtual didn’t just adapt the industry, it saved it. However, virtual can never fully replicate the serendipitous, invaluable moments of in-person interaction. The post-pandemic return to “real life” proved that while virtual and hybrid delivery are here to stay, it should enhance – not replace – the power of face-to-face experiences. This article aims to provide a timely perspective on how live events will function moving forward.
Ultimately, I believe the future of live events lies in bespoke hybrid-offerings, tailored specifically to event content. Today, teams can strike the perfect balance between human connection and accessibility, to optimize experience and value for money.
Prior to 2020 virtual delivery was a bonus. There was a quiet acceptance that this mysterious dark art may not go to plan. Now it’s an expectation. The virtual element widens reach, saves time, energy and travel costs for clients.
Dave Stoughton, our Technical Director of Live and Virtual Events at Emota, articulates the value in virtual as “Opening up possibilities. Audience and presenters can be brought in from anywhere around the world, into the same space. Today, no one is panicking or rushing if the CEO’s flight has been cancelled. There’s an in-built back-up plan.”
The freedom to attend virtually gives extra flexibility to senior speakers or attendees. Instead of booking out four days of someone’s life, it’s one hour. The online option helps organisations retain high-value employees by preventing burn out.
Stuart Brooks, Senior Production Manager at Emota adds that Corporate Social Responsibility also wins in the virtual world. There are sustainability benefits because you don’t have to worry about CO2 emissions or exceeding an event emissions cap. Clients can open their event up to a wider audience by including translation, captioning, sign language and a follow-up recording.
“Pre-pandemic, we organised an event for a pharmaceutical client to which attendees could never travel due to health conditions. Introducing the virtual element meant they were able to join, which was fantastic.” Dave remembers.
While accessibility is an irrefutable virtual advantage, it doesn’t replace the unmatched feeling of in-person connection. After 18 months living in the virtual world, it was obvious most people were missing face-to-face interaction.
Attendees pay for the networking aspect of live events. Access to people is where the money is for driving attendance and brand connection. An emoji reaction can’t replace catching someone’s eye, a smile or a hug. We tried to mimic human interaction online, by forcing it with chat roulette and sending meal boxes to houses but it was weird, it wasn’t organic.
Coming together in real life also provides higher job satisfaction for people working in the events industry. There’s nothing better than getting an in-person thank you from a client or receiving a round of applause. Honestly, there’s something a bit anti-climactic about just shutting down your computer after an event and making dinner.
Attending on screen also amplifies the difference between extroverts and introverts. It’s much easier for introverts to hide behind the camera while extroverts comfortably lead the conversation. Being together physically often leads to a more balanced conversation.
It’s hard to gauge who is genuinely engaged online. When joining a virtual event there’s nothing stopping people from checking their emails or doing something else on the side. We’ve all been there.
You often don’t know the true ROI of an online event, until you reap any of the benefits six to 12 months down the track. Dave reflects on how we aimed to identify online engagement levels during the pandemic: “We used software that could detect whether the viewing window was front and centre on an attendee’s screen. Essentially, whether they were actively prioritising the call. What we found, understandably, was that some clients were uncomfortable seeing the data, especially when lower engagement levels challenged the decision to go fully virtual.”
Now with a deep understanding of the strengths and weaknesses of virtual and live events, the challenge lies in harnessing the best of both worlds. Finding the sweet hybrid spot leads to creating the most impactful, cost-effective outcome.
Stuart explains, “Getting the hybrid offering right requires buy-in from the client from the very beginning. Ideally, you can incentivize attendees to be there in person and bring a wider audience in virtually.”
Today we can tailor content to the hybrid space – just as you would for a virtual audience. We brand the online piece to match the in-room experience, so virtual attendees feel as though they’re still part of the event. Remote speakers or attendees can network with in-person roundtables through breakout rooms.
Ultimately live event teams are ready to make anything work. Since 2020, expectations have risen, and innovation has become the norm. A surprising silver lining of the pandemic was providing a safe space for tech trial and error. Teams had to take risks to survive, so there was huge scope for experimentation, and as a result, our capabilities evolved faster than ever before.
During the pandemic our tech-team workload tripled. We were forced to learn and stay ahead of the curve. Platforms were pushing boundaries alongside us because it was an opportunity for them to grow too.
This momentous challenge ultimately built confidence in event tech. In 2025, teams are hungry to continue innovating with hindsight that virtual connection can’t replace real life. At this point in time, we can rely on the enhanced skills, experience and audacity within our teams to craft bespoke hybrid offerings that maximise value and meaningful human connection.
