New Survey Looks at What Drives the Decision to Attend a Conference
In a new survey of almost 9,000 business conference attendees, 78% of all generations report that destination factors into their decision, with 20-30% saying it's the deciding factor. Write-in comments ranged from destination appeal, to drivable distance, to airlift, to overall cost. Also mentioned was the importance of rotation and experiencing new places.
The report—titled The Decision to Attend Study for Conventions & Exhibitions—is a collaborative effort conducted by The Experience Institute. It's taken every three years, so the results give a good indication of trends. Here are 11 of the biggest takeaways from the report:
1. Keep education at the forefront of marketing. The top three drivers of the decision to attend changed little from 2014. They are: Education (dropped from 95% to 92%). Destination (dropped from 82% to 78%). And networking (rose from 75% to 76%). The education can be gleaned from the formal program or the exhibit floor.