In this context, event marketing is consolidated as one of the most dynamic tools in this transformation; the sector, recognized for its ability to create memorable experiences and establish meaningful connections with audiences, has positioned itself as a driver of transformation and development at a national level. According to data from the Mexican Meetings Industry Council (COMIR), it represents 1.5% of the country's GDP and registers an average growth of 9%; which positions it as a key piece for companies, by promoting constant innovation that responds to increasingly demanding and conscious consumers who value authenticity and sustainability in each interaction.
“From immersive experiences to sustainable events, this year we have seen how these trends have become established as pillars in the creation of innovative, memorable and responsible experiences. At the same time, artificial intelligence has revolutionized the personalization of interactions, allowing for more authentic connections tailored to the needs of attendees,” said Pedro López Chaltelt, CEO of HIT Meeting Planner and Co-Founder of Tree Alliance; associated companies, specialized in the development and promotion of business events and the creation of innovative experiences that transform the way of connecting and captivating audiences.
According to the expert, hybrid events have gone from being a passing fad to becoming an industry standard. According to Deloitte, by the end of 2022, the main reasons why brands opted for this format were the possibility of offering greater innovation (43%) and the creation of more personalized products or services (40%). These benefits have allowed hybrid events to balance global reach with accessibility and flexibility, offering inclusive options that are redefining the way people participate. And this is just the beginning of a major evolution for events and brand experiences, as technologies such as artificial intelligence and digital realities are set to bring about significant transformation, driving new forms of interaction, personalization and creativity in the industry.
“These advances, driven by technology and greater social awareness, are paving the way towards a new paradigm of more inclusive, interactive and sustainable events,” added David Hidalgo Ayala, CEO of Tree Alliance.
With 2025 in sight, it is crucial to analyze the emerging trends that will redefine this industry, and which, according to the executive, will range from the integration of advanced technologies to a deeper focus on sustainability and the personalization of the consumer experience:
Creativity with purpose: Events must stand out for their visual impact and meaning. This means that brands must leverage creativity to convey their values and commitment, integrating narratives that resonate with their audiences. This strategy seeks to establish an emotional connection, generating experiences that promote dialogue and reflection.
AI-powered Personalization: It’s no secret that artificial intelligence will be an essential component in tailoring the attendee experience, optimizing personalized agendas, content, and networking opportunities. With advanced algorithms and data analytics, AI will be able to anticipate needs and respond proactively, elevating the user experience.
Immersive Technology: The incorporation of augmented and virtual reality, along with interactive tools such as polls and real-time chats, will enhance event engagement and immersion. These innovations will foster a deeper connection between attendees, creating unique and memorable moments.
Sustainability as a planning axis: The market now demands that brands adopt sustainable practices, such as choosing eco-friendly spaces, using responsible materials, as well as optimizing resources to minimize environmental impact. These actions will not only highlight brands as socially responsible companies, but will also offer economic benefits and prepare them to comply with increasingly demanding environmental regulations.
Community Engagement: Brands must engage in social responsibility actions that contribute to local development and to the perception of the brand as an agent of change. Today, consumers seek authenticity, inclusion, understanding and commitment from the companies they interact with.
“At Tree Alliance & HIT Meeting Planner, we have observed how events have evolved to become platforms that not only connect people, but also become communities, constructing narratives to transform perceptions and impact economic and social development. Our focus on sectors as diverse as technology, romance, health, marketing, among others; has allowed us to identify innovative solutions that respond to the needs of an ever-changing industry, creating meaningful experiences that make a difference,” said David Hidalgo Ayala.
To conclude, Pedro López Chaltelt said that, “Through Experience Science, an approach that combines data, scientific analysis and technological tools, we have managed to design personalized and optimized experiences for users, improving customer interaction and satisfaction. This allows us to develop strategies that are part of the cultural and social evolution that the industry experiences every day. It is not just about holding events, but about creating memorable experiences; in addition to this, we have built a philosophy based on six fundamental axes: inclusivity, immensity, awareness, technology, sustainability and sensoriality; key aspects that allow us to create unique and unforgettable experiences.”
In this context, by 2025, events will have to incorporate elements of exclusivity and strategic design that enhance interaction and personalization, in order to respond to the demand of a consumer who prioritizes meaningful and high-quality experiences. Without a doubt, carefully designed formats will not only capture the attention of key audiences, but will also strengthen ties, transform perceptions and build customer loyalty in a unique and effective way.
Sources: www.tree-alliance.com, www.hitoperadora.com