Meetings and Events in 2021

Events in 2021

The last 12 months have been a whirlwind through the events and hospitality industry, changing things in ways we never thought possible. In the UK, we’ve made great progress on vaccinations and our government roadmap indicates opening from early April. Venues and attractions are gearing up to get started again. In this blog, we speak to some of our closest partners and contacts in the industry to see what their predictions are for events and hospitality over the next 6-12 months. Let’s see their opinions on trends, new developments and what they envision for their sectors.

John McIlroy, Zest Meetings & Events

Zest Events are a fresh, energetic and professional event agency with over 20 years combined experience of working in the corporate events industry.

“The last 12 months has dramatically changed the look and feel of corporate events. We’ve all had to adapt to the new virtual world in order to keep doing what we all love doing. I guess the big question is how long will this virtual world be in place and what will the future landscape of events will look like?

"I think it’s fair to say that there will not be an overnight return to events as we knew them. I also believe that the Government’s ‘road map’ is somewhat ambitious… although I would love it to be the case that there will be no restrictions at all for events from the 21 June, I really find this hard to see at the moment.

"The future will see a steady transition to getting back to normal. Hybrid events will become the new norm for a number of months with social distancing and other restrictions still in place.

"Having said this, the UK is doing an amazing job with vaccinations and also instant Covid 19 testing is becoming more readily available. So, my predictions are that there will be a return to large scale events this year, probably from late-September onwards with things really ramping up and getting back to normality by Q1 of 2022.

"One thing I am sure about is that there is a huge appetite for face-to-face events. With staff working from home and having very limited face-to-face engagement with colleagues, our clients are just waiting for the green light. One of our key clients recently told me that their MD is planning some ‘ferocious parties’ once this is all over – we can’t wait!”

Kate Plowright, Selling Savvy

Selling Savvy are specialists in increasing sales revenue and conversion rates within the hospitality and events industry.

“The beginning of the pandemic forced us to start running training and mentoring sessions virtually. This meant that we could service clients from anywhere in the country, rather than only running in person sessions near me in Surrey, Hampshire and Berkshire.

"Now, coming out of lockdown and with the vaccine effectively being rolled out, we are seeing a huge demand for support to realign teams when their individual experiences have been so different over the last year. We have been working with businesses on ensuring team members who have been furloughed for a long time (sometimes a whole year) gel with those who have been working throughout.

"In addition to this, our industry as a whole has changed. The clients have changed, the relationships within the industry have grown stronger and the actual products and services clients want has changed as well. Event and hospitality businesses have come to us to ask for support in rolling out these changes to their team members to make sure their businesses don’t get left behind.

"We are still seeing a demand for virtual training over the course of the next six months, however we are also now able to offer in person training anywhere in the country and some have even training days planned that are taking place outside, to make sure we are adhering to government guidelines. We love an outside workshop!”

Sarah Howson, BBO PA Network

Sarah Howson is the founder of the Berkshire, Buckinghamshire and Oxfordshire PA network, working with PA’s to support their career development. BBO host regular networking events.

“2020… the year to pivot, to adapt and the year of the online event. Full of cliches but also full of learnings that will shape the meetings, incentives and conferences and exhibitions industry forever.

"For a networking group where the magic usually happens at a face-to-face networking event, 2020 had its challenges for sure. In our opinion, there is still a need to be cautious, careful and mindful. With government regulations not set in stone that could still change and the fact that not everyone is ready to attend face-to-face events, what we are seeing for 2021 is a slightly cautious return to the new normal.

"The BBO PA Network ran several very successful hybrid events Q4 2020, at the iconic Cliveden House Hotel by the fireside in the library room and the boutique Roseate Hotel Reading in the cinema room. Both events were popular, attended by over 50 BBO PA Network members.

"The hybrid format worked. A ‘fireside conversation with’ style felt right, was interesting to our attendees who really miss the opportunity to spend time at a venue and having an opportunity to still get to know the sales team and learn about the hotel property in question.

"For 2021, our membership will see us partner with hotel properties around Bucks, Berks and Oxon. Making those connections and knowing who to connect with is an important part of an EA/PAs role, when events are booked EA/PAs need to know that the hotel team work in partnership to deliver a stellar event. Our role in making these connections is pivotal.

"We have to be honest though, Marianne and I can’t wait any longer. We are already in the process of organising our first face-to-face event, a ‘Wellbeing at Work’ masterclass at the world renowned Stoke Park Hotel, home of Boodles and of course their famous golf course. Having a back-up plan is obviously wise! With our track history of having to adapt, a quick change to an online event we now take in our stride! We are also organising our BBO PA Network Awards Ceremony for the autumn, recognising, celebrating and supporting our local EAs/PAs and VAs is something we cannot wait to do. Watch this space!”

Michelle Rees, EventProfsLive

EventProfsLive are a networking group for Corporate Event Managers and hold monthly events from FAM trips to evening drinks receptions, dinners and breakfast events. They also hold educational sessions throughout the year which are in the format of panel discussions with experts from the industry discussing various hot topics.

“I think the next few months are going to prove vital in shaping how our industry recovers. From a corporate side, within my network, I hear that folks are scared to be the innovators here; they don't want to be the first ones off the block to return to in-person but are equally conflicted producing in-person as businesses are crying out for them. It's tough.

"The focus is first and foremost safety, and for now, our industry doesn't know what that looks like in the following weeks and months. For now, it's virtual, as usual, transitioning into hybrid and then back to what was once normal. It's an interesting (I mean bloody difficult) time to be in events, but I wouldn't have it any other way.”

Sam Goss and Emma Broocks, Castle Hotel Windsor

The Castle Hotel Windsor is a quintessentially British hotel nestled in the heart of Windsor, which has been dedicated to exceptional hospitality for over 500 years. The hotel has an events & banqueting team ready to help curate memorable moments for their guests within their unique meeting spaces, varying from boardrooms to a ballroom and a host of bespoke meeting packages for delegates.

“We are delighted that following the Government’s roadmap announcement at the end of February, which detailed how England will manoeuvre out of lockdown and back to normality, Castle Hotel Windsor has seen a real growth in MICE enquiries representing a strong growth in public confidence. In the three weeks following the announcement we saw 50 new enquiries for events at the hotel, more than 30 are for events due to take place this year. Whilst many enquiries are for celebratory occasions such as birthdays and weddings, other enquiries have been for business meetings and office parties, with many looking to arrange events for over 60 people this year.

"Whilst the final dates of restrictions easing are still subject to change, we are optimistic about seeing the green shoots of a return to corporate events. The UK is vaccinating well, testing is readily available, and we feel that this roadmap will serve to increase confidence further over the next weeks and months as the deadlines of the four-stage roadmap are met.

"More than ever before, our clients are telling us that they want their return to the corporate events space to be bigger and better and we at the Castle Hotel are ready to help make their event the return of a lifetime.”