2025: The Year of the Snake... and the Year of the Data

As we welcome the Lunar New Year and the Year of the Snake, it’s a time of transformation, adaptability, and growth. The snake, with its ability to shed its skin and embrace a new phase, symbolizes the very evolution I believe we should undertake in our approach to event data. Let’s declare 2025 as not just the Year of the Snake but also the Year of the Data.

Data has long been a cornerstone in the event industry, however, the transformative shifts caused by the pandemic made most pre-2020 data irrelevant. If 2023 was about getting back to business and 2024 was about refining operations, 2025 is the year to leverage our post-COVID learnings and establish new benchmarks based on fresh, relevant data.

Why Pre-COVID Data No Longer Serves Us

Let’s face it: most pre-COVID data belongs in the archives. The world has changed, and with it, so have our attendee's expectations, travel behaviors, and engagement trends. Metrics from 2019 and earlier reflect a reality that doesn’t exist anymore.

For instance, hybrid events, which were barely a consideration five years ago, can now be an important component of a successful event strategy. Similarly, attendee priorities have shifted from broad networking opportunities to more highly curated, intentional experiences. Measuring success by pre-pandemic standards can do your event more harm than good, as it sets false expectations and steers us toward outdated goals.

This isn’t to say we should discard historical data entirely. It’s a rich resource for understanding the "then" of our events, but in 2025, our focus must shift to the "now." By making this shift, we’ll ensure our strategies align with the needs of today’s audiences.

The Power of Three Years: 2022, 2023, and 2024

As event professionals, most of us likely now have three years of post-pandemic data to work with: 2022, 2023, and 2024. This period establishes a new baseline for our events, providing a clearer understanding of our events today and guiding our strategies moving forward.

1. Accommodates Anomalies: The events of 2022 may have been marked by uncertainty as the industry began to stabilize. Attendance numbers were volatile, reflecting a mix of enthusiasm and hesitation. 2023 saw steadier participation but with varying degrees of success depending on the type of event. And in 2024, many organizations found their footing, with more predictable trends emerging. By averaging these three years, we balance the highs and lows, reducing the impact of any single year’s outlier data.
2. Provides a Representative Sample: A three-year span captures the gradual shifts in attendee behavior, from the cautious optimism of 2022 to the evolving attendee preferences of 2024. This dataset reflects a more accurate representation of what to expect moving forward.
3. Enables Better Benchmarking: Three-year averages have long been a gold standard for benchmarking because they smooth out anomalies and provide a clearer picture of long-term trends. This approach allows us to set realistic expectations and make informed decisions based on reliable insights.

Establishing New Benchmarks

With three years of fresh data in hand, we have the opportunity to redefine what success looks like for events in this new era. Metrics like total registrations and room nights, while still important, may no longer tell the full story. Instead, we should consider a broader perspective that prioritizes engagement levels and participant satisfaction. Success today is about creating meaningful connections and ensuring that attendees leave the experience with a sense of value and purpose.

Moreover, focusing on the quality of engagement allows us to dig deeper into what truly resonates with attendees. Tools like Net Promoter Scores (NPS) or session-specific feedback can help us understand the impact of our efforts. Additionally, by analyzing data through the lens of demographics, job roles, and regional participation, we can uncover trends and tailor future events to meet the diverse needs of our audiences.

Turning Insights Into Action

Collecting data is only the first step; the real power lies in how we use it. Investing in tools that provide real-time insights and comprehensive analytics is essential for making data-driven decisions. These tools can help track attendee behaviors, identify emerging trends, and measure the success of strategic changes.

Equally important is building the skills within our teams to analyze and interpret this data effectively. Attending conferences or engaging with industry experts can help bridge gaps in understanding and ensure everyone is equipped to act on the insights at hand.

With a clear understanding of our data, we can pilot new ideas and strategies that align with attendee preferences. Whether it’s enhancing hybrid experiences or curating more focused sessions, the goal is to create events that are both innovative and impactful. By sharing what works and the insights gained, you build trust and show how data-driven decisions lead to meaningful results.

2025: Redefining Success Through Data

As we embrace the transformation symbolized by the Year of the Snake, let’s commit to evolving how we use data in 2025. This is our chance to reimagine success, adapt to new realities, and create experiences that truly resonate. With the insights from three years of data, we can shed outdated benchmarks and set a bold new standard for the future of events.